The Design Strategy Research Of Commercial Street Interface From The Perspective Of Communication Science

In the context of information exploded,with the popularization of network and electronic information technology,the amount of social information increases a lot.At the same time,consumer culture prevailing,thanks to the new media technology,the commercial street interface which carries a lot of commercial activities has the characteristics of media,and the number of visual information has increased a lot.The object of this thesis is commercial street interface,make use of Environmental Psychology,Communication,Image Analysis and Semantic Differential,analyze and summarize the elements and rules of the commercial street interface design,and propose design strategies and methods.Three commercial streets are selected as the research objects.Through objective and subjective evaluation,the direct reason of the surplus of visual information in the commercial street interface is that the visual complexity is too high.That means the four design elements of street interface(bottom interface,building facade,advertising device,environmental facilities)are disorder.In this context,combined with theories of Communication,this thesis proposed three design strategies to reduce the complexity of commercial street interface:(1)from the perspective of the audience,pay attention to the psychological factors of the audience's choice of information;(2)filter the information content of the commercial street interface,disseminate effective information and reduce garbage information;(3)organize the media elements in the street space,establish the point,line,surface relationship of visual information,decrease some kinds of information which attached to the building interface,and restore the true face of the building facade along the street.This thesis tried to clarify the causes of the disorder of the interface of modern commercial street from the perspective of Communication,and tried to propose corresponding solutions.While promoting the maximum dissemination of information to improve the efficiency of commercial street.This research also tried to optimize the space environment of commercial street from the design level,and hopes to provide some new enlightenment for the interface design of commercial street.