现代展示设计是伴随人类社会、政治、经济发展而逐渐形成的产物,其基本目的是使参观者在有限的空间范围内接受特定的信息,感受设计者所营造的设计氛围,从而获得一种新的视觉体验。而这些通过视觉带来的生理体验和心理体验都依赖于人的视觉,因此,由视觉要素引发的人的情感变化是得值得研究和讨论的。文章主要探讨视觉色彩、材料质感、文字图形在展示设计中的作用。 Modern display design is a product gradually formed with the social, political and economic development of human beings. The basic purpose of modern display design is to enable visitors to receive certain information within a limited space and feel the design atmosphere created by the designer so as to obtain a new Visual experience. However, these physiological and psychological experiences brought by vision all rely on human vision. Therefore, the emotional changes triggered by visual elements deserve to be studied and discussed. The article mainly discusses the role of visual color, material texture, text and graphics in display design.