Jiang Huaipeng

Abstract：The visual experience of the viewer plays an important role in the accurate transmission of visual information. Designers should fully mobilize the active reaction of visual psychology according to the visual experience of the viewer，so that they can feel "what they see" and "know" at the same time，so as to actively participate in the understanding and understanding of the design works，so that the viewer can communicate with the designer's aesthetic experience through appreciation，so as to achieve the purpose of information transmission.

Key words：Visual communication;visual experience;visual psychology

In modern design，the main function of visual communication design is to mobilize all plane factors to achieve the purpose of accurate visual communication，and to satisfy the audience with visual psychology. Nowadays，the way of visual communication becomes more and more complex and developed. Designers should fully consider the visual psychology of audience groups in visual communication design，and realize clearly that the information receiver is not mechanical and passive receiver，but a subject with active internal drive. Only after fully understanding and mastering the knowledge of visual psychology，Only in a larger range can we give full play to the advantages of various modern production technologies. Among them，the visual experience of the viewer plays an important role in the accurate transmission of visual information.

1.Visual perception and visual experience

1.1 The influence of life culture experience accumulation

Visual perception is sometimes influenced by the accumulation of visual physiological function and life culture experience. Human feelings are not innate functions，things that have not been experienced may not be felt，and rich life experience may make some sense function more developed. What vision feels is not only the information that is seen in the present，but also the information accumulated in the past will participate in the influence. Moreover，due to the differences in living environment，visual experience，life experience and professional knowledge，there will be differences in the same form of cognition，which comes from life and society，and is different from the innate personality. As Arnheim points out in art and visual perception，"the experience gained in front of us has never been born out of the air，it is the latest experience from the countless experiences one has gained in his life. Therefore，new empirical schemata are always associated with memory traces of various shapes perceived in the past. " This experience is not limited to vision，it may also include other feelings. For example，touch，taste，smell，or temperature and pain. " Because of the participation of life experience，visual perception also has a dynamic effect，"perception is not simply felt by the stimulus mode，but it can actively seek the best explanation for effective data". We can see from the inverted pyramid that instability comes from the impression of the real thing.

1.2 The experience of real things in life

We have the experience of sliding objects on the slope to feel dynamic when we look at the diagonal. In the color composition，the white component is "light"，the black component is "heavy"，the red makes people excited and stimulated，and the blue gives a sense of calm. These feelings are also in line with the experience of feeling the real things in life. Again，we can see letters，patterns，lace and so on moving constantly from neon billboards made of strobe，but actually only when the light is on and off，they do not move themselves.

2.Visual experience and visual communication object

2.1 Reliable information dissemination is the primary rule of design information dissemination

Good design works need to know one another. The so-called confidant is to understand the visual function of human beings from the visual subject and study the real state of the perception process;the so-called "confidant" is to understand the relative relationship of form from the visual object.For design，it is not only to solve the problem of communication mode and speed，but also to spread effective information. The effective，accurate and reliable information dissemination is the first rule of design information communication，and it is an important guarantee for the success of design. The object of communication is the audience group formed by the structure of people and people.

2.2 Visual experience resonates

Whether the design element can resonate with the visual experience of the viewer depends on the interaction between the power of the structure of the stimulus and the power of the memory trace it evokes. How to choose the focus of dialogue is the key to success of communication. Through the contact with the design works（visual sense，listening sense，dynamic and other means），the audience receives some information，and then he will test the information by his own life experience and aesthetic experience，the standards of the public and the life itself，so as to make an accurate and reliable judgment on it and decide whether to accept the design information，And influence the attitude of people around them to the design information with their own attitude. Therefore，it is a good choice to put visual expression of visual communication design in a specific cultural background to infect the audience's spiritual world.

We can compare the eastern and Western cultures. Because of the different regional environment and humanistic environment，the East and West have formed different cultural values and different psychological structure and aesthetic psychology，which has outstanding performance in visual communication design.

（作者單位：School of art and design，Qilu University of Technology（Shandong Academy of Sciences））