Digital Age The Art Of Graphic Design Semiotics Interpretation

The emergence of computer in 20th century has changed traditional graphic design methods and expression ways which prevailed on thousands of years, and with the new century comes, many new forms of graphic design ways such as web design, software interface design, LED design, laser modeling design, even the fireworks display which based on digital control, has also subverted greatly the traditional sense of graphic design in the conception of pen and paper. Contrast with the vigorous development application level, the semiotics theory of graphic design research progress looks a little slowly. Therefore, the research of graphic design in the background of digital times, will further improve and expand semiotics and graphic design theory.Starting from the perspective of Semiotics communication, this paper studies systematically the information reciprocal process through design ideas phase to audience appreciation phase. As to the semiotics encoding and semiotics decoding, this paper points out the psychological basis between them, that encoding is an active process, which constraint by the design purpose, culture and ideas, expression habitation and son on, on the other hand, decoding is not a passive object either, it plays an important role to restore the effective information which been encrypted during the encoding phase. The relationship between encoding and decoding are not subject and object, but interaction each other in a certain extent, it is the interaction between them that forms a unified whole.While discussing semiotics analysis and semiotics reconstruction, to meet a satisfied works, this paper discusses several aspects, including creative principles, creative design thinking ways, design styles and so on.As to creative thinking, this paper focuses on two basic thinking ways: divergent thinking and integrated thinking. Divergent thinking is a thought process used to generate creative ideas by eradiating or diffusing thinking, and gets many different solutions during the thinking process. On the other hand, integrated thinking means select the best valuable information which based on large number of creative assume, analysis and comparison. Creative thinking is the union of divergent thinking and integrated thinking. Every graphic design works must be a number of cycle repetitions alternately about divergent thinking and integrated thinking.As to design style, this paper points out that the digital times graphic design style can be divided into two categories:uninhibited style and graceful style. Graceful semiotics express has a long term effects for audience, generally speaking, the audience for such works has an active acceptance, while for the uninhibited style, it always gives audience an instant shock or enlightenment, and can be passive accepted by audience.Finally, this paper gives a formalized design model based on semiotics frame. this model looks consciousness flow, information flow and condition flow as an input, through a collection of selected semiotics sets, confined condition sets and designer own conscious flow, combined with refine and feedback, give an ideal originality eventually. This design model has referential significance for art designers.