基于图像叙事表达的公益主题海报设计研究

目的 探究图像叙事理论在公益海报创作过程中的应用方法和创新设计策略，将COVID-19主题的图像叙事特征与受众心理需求相契合，使海报传播的文化价值得到有效提升。方法 通过分析图像叙事理论下公益海报设计的基本特征，结合COVID-19叙事主题，采用5W1H模式分析叙事元素并构建叙事空间，利用视觉思维论述受众审美特征与心理诉求，借用意象论和图形创意法，对用来修辞海报主旨的图形符号进行视觉语言转换。结果 基于图像叙事原理结合受众情感诉求进行设计实践，从受众认知、感知、反思三个层面，构建海报设计流程的垂直化思维，使公益海报的多维语境与文化价值得以深度传播。结论 图像叙事理论介入公益主题海报创作，可以让海报画面语义表述更加丰富，进一步加强了与受众的情感沟通，使公益海报的视觉表现、引导功能和价值观念传播得到有效提升。同时，能够解决单一的形式美法则、无法满足受众情感需求和复杂的设计流程等问题，为公益海报再设计提供了参考和思路。

Design of Public Welfare Themed Posters Based on Image Narrative Expressions

The paper aims to explore the application method and innovative design strategy of image narrative theory in the creation process of public welfare posters, match the image narrative characteristics of COVID-19 theme with the psychological needs of the audience, and effectively enhance the cultural value of poster communication. By analyzing the basic characteristics of public welfare poster design under the image narrative theory, combining COVID-19 narrative theme, with the model 5W1H analysis element and the narrative space, from the visual thinking audience aesthetic characteristics and psychological demands, the imagery theory and the method of graphically creative are used to transform graphic symbol of posters theme into visual language. From the perspective of image narrative and the emotional demands of the audience, the design practice is carried out, and the vertical thinking of poster design process is constructed from the three levels of audience cognition, perception and reflection, so that the multi-dimensional context and cultural value of public welfare posters can be deeply spread. The involvement of image narrative theory in the creation of public welfare posters can enrich the semantic expression of posters, further strengthen emotional communication with the audience, and effectively improve the visual expression, guiding function, and value transmission of public welfare posters. At the same time, it can enrich the single rule of formal beauty, which can not meet the emotional needs of the audience and complex design process, and provide reference ideas for the redesign of public welfare posters.