포스터 디자인의 시각 표현 변화 트렌드에 대한 종단적 분석 -2010-2023년 중국 지역 뮤직 페스티벌 포스터를 중심으로-

초록

This study takes Chinese music festival posters from 2010 to 2023 as the object of research, and interprets the evolution of poster design trends in terms of visual expression. With the rapid development of China’s music festival industry, promotional posters for music festivals have become a crucial medium for conveying information, attracting audiences, and building brand images, highlighting their growing significance. These posters have evolved from being simple visual tools for event promotion to becoming creative means of expression that embody cultural and artistic value. From 2010 to 2023, Chinese music festival posters have undergone significant aesthetic changes, reflecting a shift from traditional representational designs to more abstract and digitized styles in response to the times. This study adopts case analysis and comparative research methodologies, selecting a total of 42 poster samples from three representative music festivals: the MIDI Music Festival, the Strawberry Music Festival, and the West Lake Music Festival. The analysis focuses on three primary visual elements: image selection, layout composition, and color utilization, using a systematic and quantitative approach. The findings reveal prominent trends in digitalization and branding in music festival poster designs, along with an in-depth identification of key factors influencing these changes. Based on the research results, innovative strategies are proposed to enhance the efficiency of information delivery and the cultural impact of these posters. These strategies offer critical insights for improving the aesthetic quality of future music festival poster designs, introducing innovative practices, optimizing functionality, and ultimately strengthening the cultural identity and competitiveness of music festivals.

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