张帅

Key words： A good visual communication must be vital and have a language that can be visually dialogued with the viewer.And how can we make it vital？The most important point is its emotional performance.From logo design to advertising poster design，from packaging design to book binding design，from 2D animation to 3D animation design，both good and bad show their emotions，but good design works are accurately and vividly designed from the design The emotions excavated by the object，and vice versa，are not accurately expressed.

Key;words： Visual;communication;design;people;oriented

In the modern social process，the"people-oriented"design concept is more and more prominent in the fields involved. Graphic design，industrial design，digital media design，architectural design and handicraft design all take"people-oriented"as the core point.During my postgraduate studies，I studied the direction of visual communication design and design.I will talk about the“people-oriented”art design concept that I am exposed to.

Modern graphic design advocates the core concept of people-oriented.The public as a consumer of art design undoubtedly determines the success and failure of design.So what influences our choice of art？The needs and extent of humanization in modern society are getting higher and higher，and designers are striving to give new life to their designs."Human is an emotional animal"，effective emotional performance is an important part of humanization.Only by giving emotion to our design，creativity has a soil for survival，and design itself has vitality and hope.

The people-oriented design concept is the theme of the21st century design，which carries the heavy responsibility of human spirit and spiritual comfort.Young people go shopping to promote their individuality and rejuvenation.The middle-aged people are trying to fill the sense of despair and youthfulness and self-fulfillment.The elderly are with a sense of nostalgia and a sense of calm.All designs are people-oriented，and they are carried out around people's needs.The same is true of visual communication design.The aesthetic concept of stimulating consumers has become the only criterion for modern graphic design，resulting in energy waste，resource destruction，ecological imbalance，industrial civilization.The coming crisis is awakening more and more people.In today's modern era，visual communication design has gradually surpassed its original scope and moved to a broader field. Digital multimedia，web interaction design，multimedia advertising，etc.have emerged one after another.Digital vision is constantly challenging existing visual forms，and it is also enriching the extension of visual communication.The diversified visual concept implies that new visual communication methods will break the boundaries of traditional design categories and produce a new humanized media.In today's relatively well-designed fashion，Volkswagen's design requirements for a product are not only at the level of its function，but more demanding to satisfy the senses.

In recent years，traditional visual communication design has been strong in the new economy of new media.In the industrial society，the traditional graphic design is represented by mechanical printing，mass production reproduction，and in today's post-industrial society，technology and information are constantly changing，design is time-sensitive，and graphic design is transformed into multimedia.Application and laser phototypesetting，graphic design officially transformed into visual communication design.At the same time，its functions are also more extensive and concrete in the subtle;the current way of visual communication is not only on the traditional plane，but also the all-round communication method including the body senses.

The moon cakes are chaotic，reminding people that they are still frugal and fundamental，and promoting these missing traditional spirits.People-oriented，simple and simple，upholding the original，is the traditional long-running;and replacing the extreme luxury with the creative design to win the market，it reflects the wisdom and wisdom of the new era，sparkling the wisdom of innovation.

As a visiting scholar of Qilu University，I am very fortunate to have exchanged a semester in Taiwan.I have not only experienced the culture and life of Taiwan，but also learned the different art designs of the avant-garde and the mainland.On the first day of Taiwan，we came to an Eslite bookstore，thinking that there are only a few cities in the mainland to have Eslite bookstores.Taiwan can be seen everywhere，even the train station will see Eslite's storefront.The goods and artworks in Eslite are the needs of modern people.The bookstore is not only a book，but also the spirit of humanities，creativity，art，and life.He is no longer the place to buy books and pay for it.This is The fascination of Eslite also reflects Taiwan's more emphasis on“people-oriented”consumer demand.The book can derive the needs of different cultural fields，history，art，science，politics，etc.，and derive these categories into common goods for people.Bringing better artistic influence and cultural needs is a successful brand.The various storefronts in Eslite are also designed with humanized visual design.The logos and auxiliary graphics have been carefully designed.Every area is like watching art works，and the products are turned into works of art.

The humanization of visual communication design is precisely to satisfy people's enjoyment in art design，which precisely reflects the purpose of human beings.Philippe Stark said：The fundamental measure of humanity is caring.The design of caring for users，caring for human society，and caring for the earth in all aspects is a humanized design.With the advancement of society，the status of visual communication art design is constantly improving.Therefore，as a designer，we should not give up the visual communication of art design while pursuing the practicality of art design.The humanized needs everywhere in the design are also one of the symbols of social civilization.The core concept of people-oriented is the party that runs through，and these four words are the core in all areas of society.In the field of art，people are the greatest enjoyment.How to convey things to human beings with good visual language is a process of constant thinking and innovation.