The Phenomenon of Synesthesia in the Poster Design

王 晶

摘 要:Synesthesia is a natural psycholigical phenomenon. we need to study the influence and the role which the phenomenon of synesthesia is in the poster design.And explore how to make use of the phenomenon for our poster design .

關鍵詞:The phenomenon of Synesthesia; Poster design,Sense of sight;Sense of touch;Sense of taste

中圖分類號:J04文獻標識碼:A 文章編號:1005-5312(2009)30-0042-02

Remember the modern artist Yejintian said “beauty,hence the saying to follow,but unreasonable to say”. Stand for some point of view is that beauty has a natual“law”to follow,but no man-made“principle”to restrict its.I agree with his view,so we study the beauty of design just is equivalent to pursue the followed natual laws.Now we will talk about the phenomenon is the one of the natual laws.

1.First, the concept of the phenomenon of synesthesia

Synesthesia is a psychological phenomenon between the various feelings,the same is the stimulation of a sensory trigger another phenomenon of feeling,in psychology called “synesthesia”. This phenomenon is often used in painting, architecture, environment, layout, graphic design to achieve the purpose of enhancement.

Some data explained: Synesthesia called Tonggan. I think this view is not accurate enough, Synesthesia does have in common with Tonggan. But the “Tonggan” is the terminology of literary theory, means the communication between the various senses in the literary and artistic creation and appreciation,like asthe senses of sight, touch and taste can communicate each other,without boundary. It is a system that people total physical, psychological phenomenon, and human culture are inseparable from social practice. In synesthesia, the color seems to be temperature, sound is likely to be image. It seems that the weight of cold and warm. If that “light” and also said that “loud”, connected the visual and auditory. Such as “lively” and “cool”, feeling and hearing connected. Modern psychology or linguistics terms, these are “Tonggan”.

I think the definition of the relationship between“Tonggan” and“synesthesia”is that because Synesthesia phenomenon is used as a creative means of literary,so in literature, we should be called the “Tonggan”. Tang Dynasty poet and painter Wang Wei's “Tin misty rain map”poem says: Blue Stream White Stone, Yu-shan leaves thin, mountain was no rain, and green can wet coats. Although we read and see is the words, but an clear picture has emerged in eyes. And we feel stream cool,the smooth white stones,and can see the green with oil, hear rain stroll mountain sound. This is your visual realization to see graphics or color even text will stimulate your touch, taste, hearing sensory reaction.

2.Second,The classification of the phenomenon of synesthesia

The human senses are divided into three categories: chemical (such as: taste, smell), machinery (such as: touch, hearing) and optical (eg: visual).

Of course, the poster design can be related to vision, touch, taste or hearing etc sensory response. But it that we frequently used is triggered by a series of phenomenon of synesthesia by visual. Vision caused by touch, vision caused by taste, and even cause the smell and so on.

3.Third, the phenomenon of synesthesia use in the Poster Design

(1)Visual trigger touch

The phenomenon of synesthesia was used in the poster design, in which visual sensitivity caused by the performance of multi-texture, texture and other factors, for example, a series of advertisements about glasses ZEISS brand, the main screen is our people's eyes were covered with sharp spines on the cactus and a can of red chilli powder in, most of the audience will be stimulated by the visual image. This is a typical visual stimulus effect induced tactile synaesthesia.

(2) visual trigger taste

In our basic course,, we practiced on many occasions expressed through color constitute “sour, sweet, bitter, spicy"”and taste effects,and color through visual expression, “happiness, pain, irritability,” and other emotional effects.

(3)visual cause hearing

Poster design emphasis on the rule of formal beauty, one of those is “Rhythm and Rhyme”. This rhythm is the beat of the music sound priorities change and repeat. The original meaning of musical rhythm (poetry) of the Rhythm and tempo. Poetry alto's high and low, light and heavy, the length of the combination of symmetry of the intermittent or stopped, a certain position on the same sound repeated and the end of the sentence, end of the line using the same rhyme with the tone of voice similar to poetry's music and rhythm, is the use of the rhythm.

Poster design by modeling of point, line, surface density, and other locations around the combination of colors of black, white, gray level, the movement of people in the line of sight and hearing movement inspired a sense of feeling.

(4) visual trigger the sense of smell

In Poster Design visual trigger the sense of smell is more simple,such as the series of ad on the foot deodorant spray, posters used the means of replacement, the position where took the dirty socks in our daily life to renew salted fish.This can make we seem to smell the dried fish easily and the smell of fetid feet.

4.The last, how to grasp the phenomenon of synaesthesia in the Poster Design

Poster design is a complete creative process that I take it simply divid into two major phases: non-line stage and line stage. “Line stage”, is what we usually talk about the process of poster design, including analysis of the theme, access to material, development of sketches etc. But there is one more important stage is the“no-line stage”, that is, not obviously relevant to the subject of a design activity carried out, but subtle in their daily lives the quality of training of a kind designer.

I have an initial study on the poster design in recent years, summed up the experience bit by bit.That is that if the idea is simple, clever enough, we need to enhance graphics performance in color and texture texture.In particular, different things should strengthen the distinction between the screen color, texture, texture contrast, which makes a simple visual perception bring into touch, taste or hearing, smell the integrated sensor. On the contrary, If the idea is very clever, you do not add too much texture, texture and other performance elements, so as not to spread these elements the audience's attention on the creativity, focus on stimulating the audience's visual perception, and the other viewers lamented simple ingenious creativity.

In addition to synesthesia in the“no line stage” may involve more material in poster design and play vital role in “line stage”. As poster design not only a good idea, the final performance is also very important aspact.

Of course, the use of the phenomenon of synesthesia is that we design posters involved one of the countless ways.It can make the public welfare posters more real, more convincing. Through it culture posters can be more cultural flavor, closer to the people. Similarly it can make the commercial posters more touched and play the role of promotion.

References:

[1] The phenomenon of Synesthesia〔EB/OL〕.http://baike.baidu.com/view/150542.htm

[2]Tongg.〔EB/OL〕http://zhidao.baidu.com/question/60585515.html

[3] Lu Xiaoyan. Graphic design 〔J〕. Zhejiang University Press, 2003.