Professional overview of art design

Art design is an interdisciplinary subject integrating technology and art. Although its connotation also permeates into practical modeling schemes, it mainly refers to practical aesthetic modeling schemes. This paper discusses the formation and development, nature and characteristics, content and ultimate goal of art design training. It is pointed out that art design will make full use of modern scientific and technological conditions and multidisciplinary cooperation to better meet people's material and spiritual needs for art design and provide modern and better living environment and lifestyle for mankind.

Art design is a new discipline, which is developing vigorously in China. With the approval of the Ministry of Education, there are hundreds of institutions of higher learning in China. However, due to the lack of suitable teaching materials, many schools are unable to offer courses on art design history and theory. In view of this situation, Professor Ling, director of the Modern Art Design Research Center of Southeast University and doctoral supervisor, and Professor Xu Hengchun, president of the Technical Aesthetics Branch of the National Craft Design Society, wrote this book. Chapter * * * 10 of the book systematically expounds the emergence and historical development of art design, introduces the relevant theories of art design and the activities of various schools and figures in detail, and has profound thoughts on the form composition, functional orientation, aesthetic creation and market development of art design. This book is clear in thinking, rich in content and appropriate in style. It is an ideal textbook for art design majors in colleges and universities, and can also be used as a reference book for art designers. Business training objectives: This major trains professionals who have the knowledge and ability of art design teaching and research, and can engage in art design teaching, research and editing in art design education, research, design, publishing and cultural institutions.

This major cultivates the all-round development of morality, intelligence, physique and aesthetics to meet the requirements of China's socialist modernization, grasps the basic cultural knowledge, professional knowledge and skilled professional skills necessary for this major, and has the comprehensive ability and quality to engage in practical work in this major. It is engaged in design and management work in urban planning, architecture and landscape construction departments, relevant design companies and engineering companies, and engaged in construction and supervision work in related projects.

After graduation, students can engage in the design and management of urban planning, architecture and gardens. Engaged in construction, design and project management in related design companies, engineering companies and other industries; Engaged in management and material management in related enterprises; Engaged in the construction and supervision of related projects; Engaged in environmental protection management in property companies, enterprises and institutions. Graduates should have the following knowledge and abilities:

1. Master the basic theory and situation of art design;

2. Master the history and development law of art design;

3. Master the analysis methods and evaluation principles of artistic design works;

4. Have the basic ability of art design research and teaching;

5. Understand the national principles, policies and regulations on economic, cultural and artistic undertakings;

6. Understand the development trend of art design and art design research at home and abroad. Main courses: Introduction to Art Design, Art Design, China Art Design History, Foreign Art Design History, China Arts and Crafts History, Foreign Arts and Crafts History, Art Archaeology, Art Design Foundation, etc.

The main practical teaching links: social research, art design practice, cultural relics inspection, etc.

Study time: four years

Degree awarded: Bachelor of Arts

Similar majors: musicology, composition and composition technology theory, music performance, painting, sculpture, art design, dance design, director, drama performance director, drama, film and television literature, drama, film and television art design photography, recording arts animation, broadcasting and hosting, film and television, exhibition art and technology landscape design, digital media art.

Art design includes design history and design planning and management! Deviation theory of design history, application of design planning and management deviation.

Subject goal

The ultimate goal of art design is to control the audience's viewing movement through modeling and its combination, so as to achieve the purpose of pleasure. Printing design is to control people's viewpoint movement; Industrial design is to control people's views and the movement around them; Interior design, architectural design, garden design and town design control people's views and personal experience, and through this move, people's thinking activities are mobilized, thus affecting people's thoughts and feelings. On the other hand, in the world, the form of sports is the most striking form. This shows how important it is to create the form of movement change.

The so-called form of movement change is not necessarily the form of real movement. In modeling activities, the most common thing is to create a spatial form with a sense of movement. In other words, it is to create "motionless movement". That is, the objective form is static, but the feeling given to the viewer is moving and changing. This is because the viewer's visual angle is moving, and the viewer's body is also moving (around or through the experience), which drives the viewer's thinking movement, thus producing the amazing effect of "surpassing the image". This is the so-called "vitality of form". China's traditional modeling theory has long linked the forms of biological growth and movement with people's character and spirit, and discussed the influence of the changes of sports forms on people. There are seven kinds of this kind of immobility (also called "space tension") * * *:

(1) Principal orientation-horizontal (implying low energy and calmness) and vertical (implying high energy and excitement) directions.

(2) The magnetic force around the frame-the frame of the picture and the four sides of the screen have a strong pulling force on the objects close to them, especially the four corners (where the two main directions-height and width meet) have a strong pulling force on the nearby objects.

(3) Pulley traction-The big pulley is more independent and stable than the small pulley, and the bigger the pulley, the greater its traction.

(4) Asymmetry of the screen-We tend to pay attention to the objects on the right side of the screen. This left-right asymmetry also determines whether we perceive tilt as uphill or downhill.

5] Graphics and background-people regard graphics (experience or grouping) as object perception; The background is only part of the "uncovered" picture range. The figure is located in front of the background and is an enclosed area; The background is a closed area, which seems to continue to extend behind the figure. The line separating the figure from the background belongs to the figure, not to the background. Graphics are more unstable than backgrounds. Compared with the background, the figure seems to be moving.

[6] Psychological description-enriching information that does not exist psychologically with the least clues, and achieving an easy-to-handle model. The specific contents are "leveling and sharpening" ⑥, "force image" ⑥ and so on. Low-definition images force us to be active participants, and only when we promote rather than hinder psychological depiction can we see aesthetic value.

Primary inducing force-the force that guides our eyes from one point to another. If you carefully examine the different ways of visual perception, it is easy to find three types of perception:

Trajectory guidance: It is created by static factors (perspective vanishing line, displacement and gradient) and can lead our eyes in a special direction.

Power: produced by something pointing in a specific direction (note the direction, power and arrow).

Displacement-induced force: produced by objects that actually move or seem to move on the screen.

In short, the sense of movement is the material energy (stimulation) that stimulates the senses and thus has an effect on the body. Stimulation is the form of giving out sports stimulation or "immobile movement". The performance factors of action change are: the speed of rhythm and speed, the magnitude of action amplitude, the straightness of shape, the magnitude of tension, the certainty and fuzziness of direction, the initiative and passivity of internal domination, etc. These are all abilities that art designers should master. First of all, the nature of modeling plans is different. If classified according to functional, usability or other useless and unappreciative requirements, the scope of the modeling plan is shown in the following table.

Usually, the shapes we see are mostly the organization or processing of materials and objects. This is a kind of functional modeling that specializes in the relationship between "things" and "things and people". The former plan is mainly carried out in engineering (based on engineering knowledge and technology), such as gears, engines, satellites and so on. And the latter, but also consider the human body and psychology. Even for the latter, the design focuses on the user's physiological conditions, that is, taking people as moving objects, such as the design of the driver's seat. The above is generally called "engineering design" ①. Others attach importance to the physical and psychological conditions of people who use and contact manufactured goods (that is, to seek a balance between psychological, physical and physical conditions), such as the design of clothing, furniture and houses. This scheme often cannot be solved by complicated calculation, but emphasizes artistic sense more. In addition, objects and substances are used to express images and colors, so as to attract attention, impress the hearts of the audience and convey some meaning. In this case, modeling is regarded as the medium of spiritual contact between the author and the audience, and the communication relationship between people is established through things, such as posters and advertisements. All of the above are called "art design", and the others belong to "pure art".

It can be seen that art design is an interdisciplinary subject integrating technology and art, not a branch of science and engineering or pure art. In addition, it is based on practicality, which is why it is called "art design" rather than "design art". Art design is not "art and design" (write "art and design"), but a free translation of design (in foreign countries, "design" and "design" are also used separately). Although its connotation also permeates into practical modeling schemes, it mainly refers to practical and beautiful modeling schemes.

In this field, complex formulas and calculation methods of advanced mathematics are of no help, but the essence lies in the direction estimation based on simplified formulas, that is, the so-called "quick approximate estimation of mechanical consciousness and exploration direction based on intuition" (belonging to the technical experience field of intuitive feeling), which gives art designers room to gallop freely and give full play to their intelligence. In the field of practical modeling, the factors of absolutely unchangeable physical laws are becoming more and more important, and art designers can only work closely with engineers to carry out secondary creation (humanized design). In the field of pure beauty modeling, it is the professional scope of artists' pure sensibility (although there is so-called "artistic artistry", it is only a special craft, not the main body of artistic design), but artistic design can help pure art to turn "what can only be understood" into "what can be expressed" and get rid of metaphysics.

Second, machinery aims at functional value, but exists for human beings, so it must be suitable for human beings and orderly. It's a pity that modern science and technology has eliminated human factors and social morality that are difficult to quantify, and only followed the natural laws that are easy to be objectified, and completed the rapid development of material aspects. However, "always ask for some, and sometimes ask for good." In the era of highly developed and popular science and technology, the form of machinery should also be beautiful, and it should be a work of art that reflects people's aesthetic concepts and social and artistic trends in a certain era. Because beauty, truth and goodness are the most fundamental aspirations of human beings and have the most important value. Moreover, modern industrial organizations require specialization in all aspects, so art design, as a new profession, was born, which has a constantly expanding development space. The birth of industrial design ④ can fully prove this point.

Traditional design fields are only pattern design, arts and crafts and architecture. At the beginning of the 20th century, as a part of the modernism movement, visual communication design, industrial product modeling and environmental design (interior design and landscape design) gradually developed into independent branches of the design field and unified into "artistic design". This is a brand-new visual culture, which combines new visual phenomena (mass society, mass-produced industrial products) with art, advertising and new media. Art design products are the concentrated expression of social material civilization and spiritual civilization. Since primitive society, creative activities have always occupied a very important position in social life. China has always expressed the basic requirements of human life by "basic necessities of life". Art design originated from human creative activities, and served and guided human creative activities, thus creating a new way of life. Therefore, how to apply plastic arts and techniques to create a suitable environment to meet various social needs is the fundamental task of studying art design and the most basic sociality of art design.

Art design not only serves natural people, but also serves social people; We should not only meet people's material requirements, but also meet their spiritual requirements. Therefore, social productive forces and relations of production, politics, culture, religion, living habits and other changes. In addition, the aesthetic consciousness of art design is naturally influenced by social thoughts. All this shows that the research on the causes, processes and laws of the development of art design must not be divorced from social conditions and involve many problems in social science. Art design is an applied discipline that integrates technology ⑤ and art, not the addition of "art and technology" or the multiplication of "art and technology", but the integration. No matter ancient or modern, any masterpiece recognized from the aesthetic point of view is a technical masterpiece. This is enough to confirm the fusion relationship between technology and art, which is embodied as follows:

1. Art design pursues the organic relationship between machinery and people. The so-called organization is to restore the most precious elements of human society, such as beauty, goodness and social justice, which are difficult to copy in the modern science and technology program, to the narrow sense of technology, so as to make the relationship between things, people and society more harmonious. That is to say, the art designer creates art under the feasible conditions provided by engineering technology, so the art design cannot surpass the technical possibility and technical and economic rationality at that time. As a technical requirement, the constraint is always kept as the limit of a degree of freedom (only as a single lower or upper limit). This degree of freedom will allow the creativity of any artistic designer to create real works of art even under strict technical restrictions. On the contrary, under certain conditions, art will promote the research and development of technology.

2. Art designers rely on experience and feeling to solve problems, but this kind of experience and feeling is different from artists. It combines calculation and intuition to turn a technically correct project into a real work of art, so don't let students think that a degree in art design is equal to an artist's diploma. Art designers are construction workers. He used the most difficult language known to mankind, that is, functional, mechanical and architectural technical language, to solve specific problems and make them have beautiful forms. However, art designers are also different from engineers: art designers must understand and master the field of mechanics-construct with simplified formulas or direction estimation, in order to create new structural modeling schemes and roughly set the dimensions. For engineers, it is necessary to have enough mathematical theoretical knowledge to analyze and determine the various parts of the structure and determine the accurate dimensions. In short, engineers can give people rules, but they can't be clever with others; Art designers are more skilled than rules. It is not a rule that practice makes perfect. It is not enough to be smart.

3. In the creation of pure art, artists can be free from social, economic, cultural, production and other conditions, and can be whimsical and create at will. Within the scope of art design, due to the constraints of production, technology, use and consumption, creation must meet the needs of most people and create forms and contents that suit people's general psychology, visual experience and aesthetic taste. Under the premise of fully considering society, culture, economy and production technology, we must create under the guidance of certain design concepts. To be exact, art design is a comprehensive creation under the constraints of many factors (function, intuition, physiology, psychology, sex, individual ...). Paul clark teaches at the Department of Historical Criticism Studies, University of Brighton, UK. He has a strong historical interest in technology and product design. He originally studied industrial design, but later turned to graphic design and entered the academic field.

Julian Freeman is the coordinator of historical and environmental studies at Eastburn Institute of Arts and Crafts. He has written many monographs and catalogues. And regularly published reviews in Apollo and Burlington Magazine. As an introduction to art design

First, art design in design activities Second, the research object of art design

Book one

The first chapter is the historical development of the concept of art design.

First, the historical development of China's artistic design concept

Second, the historical development of western art design concepts

Chapter II The Birth of Art Design

I. william morris and the handicraft movement

Second, Zempel and his practical aesthetics

Thirdly, functionalism in art design.

Fourthly, German art industry alliance and early German functionalism.

Chapter III Art Design Education

I. Bauhaus

Second, Ulm Advanced Modeling School

Third, the Royal Academy of Arts.

Chapter IV Modern and Postmodern Art Design

First, the early 20th century British and French art design

Second, the American art design model

American Modern Art Designers and Their Activities

Fourthly, western postmodern art designers and their activities.

The Art Design of China in the Early 20th Century.

the second part

Chapter V Form Composition of Art Design

First, natural form and artificial form.

Second, the technical form and artistic form

Third, functional form and geometric modeling.

Chapter VI Functional Analysis and Orientation of Art Design

First, the multi-level nature of people's needs

Second, the division of product functions

Chapter VII Product Modeling Language and Semiotics Specification

I. Symbols and Communication

Second, the product modeling language

Third, the semiotic norms of product modeling.

Chapter VIII Cultural Connotation and Artistic Creation of Product Design

First, the form of culture.

Second, the cultural connotation and integration principle of product design

Thirdly, the aesthetic creation of art design.

Chapter IX Art Design and Market Development

First, cultural orientation and market orientation.

Second, the artistic design of trademarks and advertisements.

Third, the principle of commodity aesthetic value.

Chapter 10 Thoughts on Art Design

I. Art design, art and science

Second, art design and social life This book is basically about articles and their history. We humans have become very good at making things-just look around-and every thing contains design factors in the manufacturing process.

We don't have to worry too much about the exact meaning of the word "design", which may include inventions or processes. It may also contain an original idea. Design often interacts with all these factors in different periods, and any boundary we draw will be a bit unnatural. 1965 Did German Geissner design or invent a pencil? /kloc-did Pascal, a 0/9-year-old French mathematical genius, invent or design the first efficient calculator in 1942? Is Lautreck an artist or (sometimes) a poster designer?

"Design" can refer to or imply many different things. Of course, it has something to do with the appearance of the product, but it also cares about how to operate it. If we emphasize the former, we can understand it as "decorative design" and the latter as "practical design". Almost every design, from the ancient Greek vase to the latest car as a status symbol, contains some balance between appearance and function. As far as materials and scale are concerned, the demand for design covers all fields of human activities, including everything from integrated circuits to large-scale engineering and architectural layout. So this is a vast field, and a "designer" may only do one of many different jobs.