社会时代的变迁、消费需求的改变、自然科学与社会科学的发展都对视觉传达设计影响甚大,既是机遇也是挑战,令人们重新思索和探讨视觉传达设计中的理性价值与方法。寻求价值理性对视觉传达设计的重要意义,希望视觉传达设计更好的发挥理性价值功用,更好的服务于社会需求。 Changes in the social era, changes in consumer demand, the development of natural sciences and social science have a great impact on visual communication design, both opportunities and challenges, so that people rethink and explore the rational value and method of visual communication design. Seek the importance of value rationality to visual communication design. We hope that visual communication design will play a more rational value function and better serve social needs.