The Value And Meaning Of Rational Knowledge In Visual Communication Design

Post-modernism style of visual communication design continuously developing From the later half of 20th century , which bring deep impact to the style of reasonable design of modernism, and deep affected the theories and practices of vision communication design in the world scope. Post-modernism style of visual communication design try to clear up the modernism and fight off the old rational rules, and hope to find a new style , a new future. The result is, Post-modernism visual communication design although oppugn the rationalism style of modernism or internationalism , and bring forward much query, still did not develop a valid path to solve problem the widespread, more haven't develop a unify, leading, constructive thought of visual communication design.This paper with the ages situation, the consumptive culture and research of philosophy of reasonableness as a background, analysis the developing process of visual communication design of modernism, and post-modernism, summarize and review the rational idea, rational method in visual communication design, research the meaning of instrument rationality and value rationality in visual communication design by theories study. First, the process of visual communication design modernization is the process of exploring rational idea and rational method. Secondly, the post-modernism style of design make value-reasonableness awake, and the union of instrument rationality and value rationality is the visual communication design should be in the future.