产物中心/product center
展示设计的内容及特征 contents / features of the design

关于展示设计看法的认识有两种看法,即狭隘说和广义说。狭隘说主要有两种:第一种狭隘说将展示设计限定在视觉信息通报或空间造型的某一方面。即展示设计是关于视觉信息通报的计划和实现,或者展示设计是空间形态的计划和实现。无论是前者照旧后者都有失偏颇。而第二种狭隘说认为展示设计仅仅是展览设计。显然,这种说法是许多年前提出的,在今天看来其学科规模过于窄小,已经不能适应当今社会生长和学科自己的生长要求。因为,当今的展示设计面临的设计类型比展览设计要广泛得多,而设计内容也明显系统化了。它不光单是视觉信息通报或空间造型的某一方面的设计,也不光单是关于展览的设计。

There are two viewpoints about the concept of display design, which are narrow and broad. There are mainly two opinions in narrow: the first one limits the display design to a certain aspect of visual information transmission or spatial modeling. That is, display design is about the planning and realization of visual information transmission, or display design is the planning and realization of spatial shaping. Both the former and the latter are biased. The second one is that display design is only exhibition design. Obviously, this statement was put forward many years ago, too narrow to meet the requirements of the development of the society and the discipline itself. Because, today's display design has more than exhibition design, and the design content is clearly systematic. It is not only the design of visual information transmission or a certain aspect of spatial modeling, nor is it only about the design of exhibition.


广义说包罗两层意义:首先,立足于展示的基本看法,将展示从展览设计扩展到博物馆的展示设计、商店营销情况的展示设计等领域。其次,展示设计不仅仅是展台或展板版面的设计,照旧展示的计划、总体的部署以及展示的推广等一系列的系统设计。
因此,广义说是狭隘说的生长,也是近十多年来中国展示设计界大多数人所支持的说法。但是,这一看法的负面影响是无限扩大展示的领域,进而扩大展示设计的领域。

Broad concept has two meanings: first according to its basic concept, we expand display from display design to museum design, store marketing environment design and so on. And the display design is not only the design for booth or panel layout, but also systematic design including planning、arrangement and promotion of display. Broad concept is extension of narrow, people mostly support this idea in recent 10 years. But this opinion expands the range of display design.


合理的界说:展示设计是一种在一定时间和空间规模内,运用物品陈列、空间计划、平面部署和灯光控制等方式,集中地向观众通报大量信息的设计形式。它是集多种功效、多种内容、多种形态的一种复合性设计类别。

Reasonable definition: display design is a design form that transmits a large amount of information to the audience in a certain time and space by means of object display, space planning, plane layout and lighting control. It is a kind of complex design category with multiple functions, contents and forms.


展示设计服务于展示的功效,适合于展示运动的应用。所以,展示设计的基本目的是缔造合理的、视觉化的信息系统。展示设计的任务可概括为:缔造良好的陈列空间和展示情况;缔造最佳的陈列方式和展示形象,缔造和谐的人机关系和人际关系。
因此,展示设计在本质上是以展品为主角,以展现展品个性、突出展品间的联系、体现展示目标、营造展示情况为基础的。

Display design serves the function of display and is suitable for the application of display activities. Therefore, the basic purpose of display design is to create a reasonable and visual information system. The tasks of display design can be summarized as: to create a good display space and display environment; Create the best display mode and display image, create harmonious man-machine relationship and interpersonal relationship.
Therefore, the display design in essence is based on exhibits as the protagonist, to show the personality of exhibits, highlight the connection between exhibits, reflect the display goals, and create a display environment.

 


展示设计实际上是展示历程和观众视觉流程的设计。它是展示的空间并存性和时间历时性相结合的形式,是开放与加入相结合的动态性设计。

Display design is actually the design of the display process and the visual flow of the audience. It is a combination of space coexistence and time and duration of display, and a dynamic design combining openness and participation.


特征的分析 Analysis of features

1﹒展示的特征 Features of display


展示特征主要体现在四个方面:The display features are mainly reflected in four aspects


(1)综合性 Intergrtity

展示包罗了视觉和听觉,二维、三维和四维的物质形态,展示综合了种种技术手段,如工程、电子、激光等技术。

Display includs visual and auditory, physical form of 2d、3d and 4d, and it combines all kinds of technological means such as engineering,electronics, laser and other technologies.


(2)实物性 Physical feature

展示是一种以实物展出为基础,以视觉转达为方式的信息
交流形式。因此,展品的实物化是真实的体现,具有极大的说服力和吸引力。“百闻不如一见”的俗语十分确切地说明了实物在展示中的作用。

Display is a kind of information exchange form based on physical exhibition and through visual communication. Therefore, The material object is the embodiment of reality, It is highly persuasive and attractive. There is an old saying goes like" it is better to see for oneself rather than to hear for many times", It shows exactly the role of the object in the display.


(3)开放性 Opening feature

这种开放性特征主要通过两个方面显现:一.透明度。展示运动中的绝大多数展品都可以任人旅行、询问、索取资料。二.加入度。观众进入展示的特定空间后,可以通过五官体验、亲自动手(如试用、试操作等),获得真切、实在、富厚的印象。

The opening features appear in two ways: 一.transparency. Most of the display objects can be visited by anyone, anyone can inquire and ask files for these objects. 二,participation. When people go into specific space, they can get real impression through touching these objects.


(4)展销结合性 Display combines sale

展销结合性指通过展览等方式销售商品。这一点在贸易性展示中尤为明显,现在的一些博物性展示(在本书第四章有专论)也逐渐具备了这种特征。所以,在世界性博览会上,不少参展国家和企业团体,对其参展项目与方式的择定无不潜藏着这种经济与贸易开发的目的。

It means we can sale through display.It is particularly obvious in trading display, and nowadays some of museum displays can develop into that direction. Therefore, in the world expo, when involves the selection of their particpation in the project and way, they must think more about the purpose of economic and trade development.


宣布于2019-05-23