四川大学艺术学院设计系副教授，硕士生导师，设计系副主任
研究方向：视觉传达设计
担任课程：担任视觉传达设计本科和研究生课程

今天，即使不去主动关注，人们也无法回避视觉信息的强迫性灌输。尤其视
觉传达活动中，这种现象更为明显。良好的视觉传达方式是一种人性化的，
更易于为人们所接受的方式。因为它充分地把广告受众的主观兴趣和意愿考
虑在内，“以人为本”地传达广告信息。所以要达到良好的广告效果，不能
只片面地站到传达者的立场上考虑问题，而应更加关注接受者的参与性。以
《自然与生命海报》为例，该作品呼吁保护环境、爱护地球、生态的海报设计。
我们呼吁人与自然的和谐、共生和友好的关系。

•Associate Professor of the Design Department of the Arts College of Sichuan University, Master Tutor, Deputy Director of the Design Department
•Research Direction: Visual Communication Design
•Teaching course: visual communication design for both undergraduate and graduate students.

We cannot avoid the overwhelming visual information that constantly dominates our attention. Good visual communication should carefully consider the interests and will of the audience. To achieve effective advertising effects, we should try to engender the receivers’ concerns to motivate their participation. Take the series of posters on Nature and Life as an example: It appeals to the harmonious, friendly, and coexistent relationship between humans and nature.