로고 디자인에서 아른하임 ‘력’ 및 ‘균형’이론에 대한 활용 연구: 중국 의약그룹 브랜드 로고를 중심으로

초록

Rudolf Arnheim believes that although visual cognitive activity has sensory factors, it is a complete cognitive activity, so it is also a creative activity, an active and purposeful activity. Logos are visual symbols that convey information in shapescharacters formed by humans in long social practice activities, and have the advantage of being able to spread information internationally regardless of language. And the development process of logo design is also a process deeply influenced by people's visual cognition activities. For this reason, this paper combines Arnheim's visual perception theory with logo design for research, first conducts literature research, and then selects the three Chinese pharmaceutical brand logos with the highest acceptance by people through a preliminary questionnaire, and uses Arnheim's visual perception theory analyzes these three pharmaceutical brand logos, and finally, the guiding role of Arnheim's visual perception theory in logo design is summarized. This research can not only supplement and improve the theory of logo design, but also how to effectively transmit corporate information through excellent logos under the increasingly globalized market situation, so that Proposals were made to provide substantial assistance for the development of pharmaceutical companies.

키워드