The Research About Visual Tension In Advertising Design

In this new century when economy, technology and culture level are developing faster and faster, people are very satisfied with the need of material and begin to pay more attention to the mental need and visual enjoyment. Especially after entering information and technology century, people are more likely to be influenced by visual communication. And most importantly, advertising design plays an important role in visual communication.In order to avoid visual fatigue that the vast sea of information and information exploration bring to the people, people’s focus is concentrated in the development of advertising design and visual expression form. In the area of advertising design, the designer need to devise advertisement that are special, distinctive, of artistic quality and can move the public emotionally. Gaining the likeness of the public is one of the most important aim in the modern advising design.The visual tension in advertising design is one of the most important factor that strongly move the people both visually and emotionally. The research of the visual tension is an unbreakable and necessary course during studying advertising design work and it is also the ability that we designer must learn to use well during devising advertising work and the process of metal creativity. Visual tension can pass the information to the the public by breaking the routine and exerting a great shock to both the eyes and the heart. Pictures, colors, shapes, spiritual and cultural idea, combination of environmental factors are usually the way to achieve visual tension. The ultimate aim is to arouse the curiosity and likeness of the public so that people can have plenty of imagination which causes a mental experience and leave an unforgettable memory to the people who watch the advertising work. It is also one of the most important ways to enforce the visual spreading of advertising design.The research of visual tension in modern advertising design is very necessary.However, many people haven’t enough thoughts and applications to the research and application off visual tension, for example, some just want to pursuit expressive, new and very strange form to attract people’s eyes, ignoring other important factors that are of equal importance. It is important for designer to control all kinds of factors to a proper degree when designing an advertising work.Express spiritual culture and people’s emotion as well as further improving emotional design and brand advertising design to achieve sympathy to the eyes and to the heart so that people can get the idea of the work more easily. This is the main aim of what we want to think and research in this passage.This passage is divided into four parts. The first part is a summary of visual tension that makes people know about it and how to use it. The second part gives us details about the importance of the visual tension in modern advertising design. The third part analyses the main expressive factors that influence advertising design from the perspective of humanity, art, environment and emotion. The last part gives some examples to illustrate the creative usage of visual tension in brand advertising design and the development trend and outlook at home and abroad.