新时期书籍设计的艺术风格及其发展趋势
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摘要
以书籍设计产生和发展的历史为线索，有所取舍地运用相关理论和资料信息，详细阐述新时期书籍设计各种艺术风格的现状和类别，以及它所具有的艺术价值，并结合自己的研究成果和创作实践，对书籍设计及其艺术风格的发展趋势进行评估和展望。重在强调书籍设计的不同风格对新时期文化市场的冲击与影响。文中对不同种类书籍的不同设计风格、新数字技术革新下未来文化信息的多媒体传播方式对书籍设计风格可能产生的影响、工业水平的进步推动书籍印刷制作工艺的提高，以及在市场经济竞争体制日益成熟和完善的大环境下书籍出版和设计行业自身的变化和转型等，都进行了详细而有见地的论述。并通过与国外书籍设计发展状况的比较来反映东西方书籍设计在审美意识、市场机制和技术水平等多方面存在的差异。
文章通过对新时期书籍设计风格的分类描述和设计观念发生改变的推论，明确了风格是既隶属于书的特定内容、气质基础之上，又是设计师本人通过自己的理解，以视觉的形式来表现出书中用文字所不能表达出的内涵和格调。风格既是客观的，又是主观的，它是书籍自身文化内涵与人的思想创造性相结合的产物。从而使书籍设计工作者能清醒地认识到自己的工作性质，工作目的，以及面临的各种新的挑战，把处理好风格与属性，个性与共性，内容与形式之间的相互关系作为自己的从业追求。
同时，作者通过对书籍市场的反复调研，分析出各类图书的设计风格对消费者产生的认同感和购买欲之间所发挥的作用。这种直接走向市场，了解书籍的终端商业环节(销售环节)的行为对于设计师在进行书籍设计的风格定位时有很强的指导意义。通过动态研究，将书籍的销售过程与设计过程直接比照，
有针对性地分析市场对设计艺术风格的导向作用。
此外，文中还介绍了国内一些专业书籍设计工作室的工作模式、设计艺术
风格和理念追求，以及各自在行业中的定位及发展趋势。
总之，本文的最终目的是企盼书籍设计艺术不同风格流派在我国能够健康
发展，具有中国本土艺术风格的书籍设计业在日趋激烈的竞争中能够兴旺发达。
In the order of chronicle of the creation and development of book designation, this thesis has expounded the present situation and categories of various kinds of book designation in new era and its artistic value. The thesis has also concerned the assessment and forecast of the development trend of book designation and that of its artistic style, with emphasis put on the impact and influence of various kinds of book designation on the cultural market in the new era. In the thesis, the author has demonstrated elaborate and penetrating discussion, of different designation styles of varied books, of the possible influence of the change of the future information transmission mode on book designation under the propelling of the new digital technology and multiple media, of the enhancement of book printing and making art technology with the progress of industrial level, and of the change and transformation of book publishing and book designation industry itself under the macro-environment of the maturity and accom
plishing the market economy.
By comparison with the development situation of book designation in foreign nations, the thesis reflects on the difference of aesthetic theory, market mechanism and the technological level of book designation between the Oriental and the Occidental.
Based on the classification description of different styles of book designation in the new era and the change of designation, the article has also clarified that style is both subordinated to the specific nature of a book and is also connotation and taste which are expressed in visual form interpreted by the designer himself and which
cannot be expressed by the words printed in the book. Style is both objective and subjective. Style is outcome of the combination of the cultural connotation in the book itself and the human being's creativity, which enables the book designers to realize clearly the nature and aim of their work together with the challenges they are facing, thus handling appropriately the relationship between style and nature, individuality and commonness , form and content.
After frequent surveys of the book market, the author has discerned the effect of the sense of identification which arises from book designation style on the purchasing desire of the consumers. The behavior-going into and facing up the market and understanding the marketing step can exert a guideline influence to the style orientation when a designer conceives of his job. In reference with the marketing process and the designation process, the pilot guidance of the market on book designation can be analyzed accordingly.
Besides, the thesis also introduces the working module, designation style, and doctrine of some internal professional book designation studios and their orientation and development trend.
All in all, the purpose of the thesis is to promote the healthy development of different schools of book designation art, and to boost the prosperity of the book designation characteristic of Chinese local artistic style.
文章通过对新时期书籍设计风格的分类描述和设计观念发生改变的推论，明确了风格是既隶属于书的特定内容、气质基础之上，又是设计师本人通过自己的理解，以视觉的形式来表现出书中用文字所不能表达出的内涵和格调。风格既是客观的，又是主观的，它是书籍自身文化内涵与人的思想创造性相结合的产物。从而使书籍设计工作者能清醒地认识到自己的工作性质，工作目的，以及面临的各种新的挑战，把处理好风格与属性，个性与共性，内容与形式之间的相互关系作为自己的从业追求。
同时，作者通过对书籍市场的反复调研，分析出各类图书的设计风格对消费者产生的认同感和购买欲之间所发挥的作用。这种直接走向市场，了解书籍的终端商业环节(销售环节)的行为对于设计师在进行书籍设计的风格定位时有很强的指导意义。通过动态研究，将书籍的销售过程与设计过程直接比照，
有针对性地分析市场对设计艺术风格的导向作用。
此外，文中还介绍了国内一些专业书籍设计工作室的工作模式、设计艺术
风格和理念追求，以及各自在行业中的定位及发展趋势。
总之，本文的最终目的是企盼书籍设计艺术不同风格流派在我国能够健康
发展，具有中国本土艺术风格的书籍设计业在日趋激烈的竞争中能够兴旺发达。
In the order of chronicle of the creation and development of book designation, this thesis has expounded the present situation and categories of various kinds of book designation in new era and its artistic value. The thesis has also concerned the assessment and forecast of the development trend of book designation and that of its artistic style, with emphasis put on the impact and influence of various kinds of book designation on the cultural market in the new era. In the thesis, the author has demonstrated elaborate and penetrating discussion, of different designation styles of varied books, of the possible influence of the change of the future information transmission mode on book designation under the propelling of the new digital technology and multiple media, of the enhancement of book printing and making art technology with the progress of industrial level, and of the change and transformation of book publishing and book designation industry itself under the macro-environment of the maturity and accom
plishing the market economy.
By comparison with the development situation of book designation in foreign nations, the thesis reflects on the difference of aesthetic theory, market mechanism and the technological level of book designation between the Oriental and the Occidental.
Based on the classification description of different styles of book designation in the new era and the change of designation, the article has also clarified that style is both subordinated to the specific nature of a book and is also connotation and taste which are expressed in visual form interpreted by the designer himself and which
cannot be expressed by the words printed in the book. Style is both objective and subjective. Style is outcome of the combination of the cultural connotation in the book itself and the human being's creativity, which enables the book designers to realize clearly the nature and aim of their work together with the challenges they are facing, thus handling appropriately the relationship between style and nature, individuality and commonness , form and content.
After frequent surveys of the book market, the author has discerned the effect of the sense of identification which arises from book designation style on the purchasing desire of the consumers. The behavior-going into and facing up the market and understanding the marketing step can exert a guideline influence to the style orientation when a designer conceives of his job. In reference with the marketing process and the designation process, the pilot guidance of the market on book designation can be analyzed accordingly.
Besides, the thesis also introduces the working module, designation style, and doctrine of some internal professional book designation studios and their orientation and development trend.
All in all, the purpose of the thesis is to promote the healthy development of different schools of book designation art, and to boost the prosperity of the book designation characteristic of Chinese local artistic style.
引文
[1] 吕敬人／著《敬人书籍设计》长春：吉林美术出版社，2000年4月
[2] 吕敬人／著《敬人书籍设计“2号”》北京：电子工业出版社，2002年5月
[3] 吴勇／编著《吴勇平面设计》长春：吉林美术出版社，2002年1月
[4] 曹琳／主编《书籍装帧与版面设计》北京：高等教育出版社，2001年7月
[5] 王受之／著《世界现代平面设计史》深圳：新世纪出版社，1998年4月
[6] 陈建军／著《书籍装帧入门》桂林：广西美术出版社，1996年7月
[7] 张永齐“书籍装帧之我谈”《包装与设计》2001 NO．5总108期
[8] 张炜娜“图书营销出新招”人民日报(海外版)第5版2004年3月5日
[9] 杨永德“书籍装帧一瞥”人民日报(海外版)第8版2004年2月27日
[10] 蒋宏“关于工艺”《蒋宏工作室宣传册》2003年1月
[11] 王乔“书装设计的文化理念和艺术风格”http://www. cbkx. com
[12] 徐雪坤 “图书装帧以个性吸引眼球”新华书目报(社科新书目)第4版 2004年2月18日
[2] 吕敬人／著《敬人书籍设计“2号”》北京：电子工业出版社，2002年5月
[3] 吴勇／编著《吴勇平面设计》长春：吉林美术出版社，2002年1月
[4] 曹琳／主编《书籍装帧与版面设计》北京：高等教育出版社，2001年7月
[5] 王受之／著《世界现代平面设计史》深圳：新世纪出版社，1998年4月
[6] 陈建军／著《书籍装帧入门》桂林：广西美术出版社，1996年7月
[7] 张永齐“书籍装帧之我谈”《包装与设计》2001 NO．5总108期
[8] 张炜娜“图书营销出新招”人民日报(海外版)第5版2004年3月5日
[9] 杨永德“书籍装帧一瞥”人民日报(海外版)第8版2004年2月27日
[10] 蒋宏“关于工艺”《蒋宏工作室宣传册》2003年1月
[11] 王乔“书装设计的文化理念和艺术风格”http://www. cbkx. com
[12] 徐雪坤 “图书装帧以个性吸引眼球”新华书目报(社科新书目)第4版 2004年2月18日
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