1, graphic design language
Graphics as the language of design, pay attention to the words clearly. In the treatment must grasp the main features, pay attention to the details of the key parts. Otherwise, the difference between a hundred, lost a thousand miles. For example, apples, tomatoes, oranges, etc. in the volume is almost the same, but in fact there is a big difference, which will have to live in the treatment of their respective different characteristics.
The graphic representation of creativity is through the center of the creative deep thinking and systematic analysis, give full play to imaginative thinking and creativity, imagination, ideas visualization, visualization. This is the final and crucial part of creativity. The process from how to analyze, how to think to how to express. Due to the unique social labor and language of human beings, human consciousness activities have reached a highly developed level, and human thinking is a process that begins with the recognition of appearances, then records the appearances into the brain to form concepts, and then generalizes and fixes these concepts derived from actual life experiences, so that various objects and processes in the external world and even the world of one's own thinking produce their own corresponding images in the brain. These effects are separated from direct external relations and are maintained and operated independently of thought. These impressions are based on language in the narrow sense, and are expressed in the broader sense of visual graphics, body movements, music, and so on.
"Strange", "strange", "weird" graphics is not the goal of the designer, easy to understand, simple and clear graphic language, is to achieve a strong visual impact. The graphic language is the necessary condition to achieve a strong visual impact, so as to facilitate the public's awareness, understanding and memory of the advertising theme.
In a certain artistic philosophy and visual principles, creativity through the up and down thousands of years of imagination and artistic creation. As a complex and wonderful thinking activities of creativity, in the current graphic creativity, advertising design, it is a visual image, and has a certain form of creativity.
2, graphic design and symbols of the essence of the link
Graphics itself is a visual space design of a symbolic image, is the visual communication process is more direct, teach accurate communication media, it is in the communication of people and culture, information plays an unnegligible role. In graphic design, the use of semiotics, affecting the graphic design of the epigraphic thinking of the surface complaint. It is also because of its existence, so that the plane graphic design of information communication more scientific and accurate, more colorful expression.
Italy's famous semiotician Eco proposed: the symbol is defined as any such thing, which, according to the established social habits, can be regarded as a representative of something else ---- a mark X on behalf of the Y is not there, the idiom "geese mud, Hong claws" vividly and accurately expressed the concept of symbols, geese in the mud and snow paw prints left behind on the ground. The paw prints left by the geese in the mud and snow, let people know the fact that there have been geese passing through the area, and can be inferred from the size of the geese and other information. The paw prints are the symbol X, and the geese are not in Y. Semiotics is the science of the law of symbols.
The designers painted the walls of the race track with black and yellow stripes to remind the drivers to focus their attention and be alert to accidents. This is because whenever people see the black and yellow stripes, will unconsciously produce a sense of fear and vigilance, this feeling or not only from the pattern color itself has the visual characteristics, may also be associated with the black and yellow stripes so that people produce to the tiger or bees and other animals that may pose a danger to people's associations, people are afraid of this graphic with vigilance is people **** the same life experience of the tiger or bee The same green color, however, often makes people feel relaxed and happy, as if in the dense jungle and fresh air, and life in the natural environment can also be healthy growth. Therefore, the green color is more often used in medicine, environmental protection and other design issues in the field of life.
Graphic design itself is a symbolic expression, through which the designer conveys his thinking process and conclusions to the audience to achieve the purpose of guidance or persuasion; in other words, it is through the designer's work, and their own experience to confirm, and ultimately to understand the designer wishes to express the thoughts and feelings. Obviously, as an intermediate media graphic design works, this time acts as a symbol of the designer's thoughts and feelings, and this symbol needs to express the information whether the viewer can be accurate, fast, effective acceptance and cognition of the design work has become a sign of success or not. This is precisely by the designer in the design of the thinking process of the graphic symbols of the selection, combination, conversion, regeneration to grasp the degree of accuracy and effectiveness of the decision. It can be said that symbols are tools for expressing thoughts and feelings. The old adage of "if you want to do a good job, you must first sharpen your tools" has been newly interpreted here.
As early as in the Spring and Autumn and the Warring States period, China's famous thinker Zhuang Zi in his work "Zhuang Zi outside the book" has pointed out that: "the words so that care, get the idea and forget the words," that is: in the language and things between the existence of a representation of the relationship between the representation of the object and the object being represented, language is a representation of the thing, the thing is the language of the representation of the thing, the task of the language is the thing information is conveyed, the language is the task of the language is the thing information being conveyed, the language is the language of the thing. The task of language is to convey the information of things, and the role of language is the media to convey the information. Symbol is exactly the use of certain media to represent or indicate something
In fact, it is a process of symbolizing the world, thinking is nothing but a kind of operation process of selecting, combining, converting and regenerating symbols. Therefore, it can be said that people are using symbols to think, symbols are the main body of thinking. Plane graphic design, is to convey information for the purpose of the two-dimensional space on the position of fonts, proportions, interrelationships of the planning, no doubt, this is also a thinking process, but at the same time, it is not a thinking process in the usual sense.
The Three Types and Levels of Symbols
From the association between a symbol and the object to which it refers (i.e., the thing or field to which it points and relates), it is now generally agreed in the field of symbol theory research that symbols can be differentiated into the following three different types, which at the same time are the three levels of symbols
Image Symbols (ICONs) Image symbols are composed of objects that simulate objects or resemble them. resemblance and are composed. A portrait, for example, is an image symbol of someone. People have an intuitive perception of it and can recognize it by its image resemblance.
Indicating symbols (INDEX) Indicating symbols have a causal or spatial-temporal relationship with the object to which they refer. For example, a signpost is an indicator of a road, while a door is an indicator of an exit from a building.
Symbol (SYMBOL) Symbol symbols and the object involved in no necessary or internal connection, it is the result of the convention, it refers to the object and the meaning of the acquisition, by a long period of time more than one person's feelings generated by the collection of associations, that is, social customs. For example, the color red represents revolution, and peaches are a symbol of longevity in the eyes of the Chinese.
Layout graphic design itself is a symbolic expression, through which the designer conveys his own thinking process and conclusions to the audience to achieve the purpose of guidance or persuasion; in other words, it is through the designer's work, the audience and their own experience to confirm, and ultimately to understand the designer hopes to express the thoughts and feelings. Obviously, as an intermediate media graphic design works, this time acts as a symbol of the designer's thoughts and feelings, and this symbol needs to express the information whether the viewer can be accurate, fast, effective acceptance and cognition of the design work has become a sign of success or not. This is precisely by the designer in the design of the thinking process of the graphic symbols of the selection, combination, conversion, regeneration to grasp the degree of accuracy and effectiveness of the decision. It can be said that symbols are tools for expressing thoughts and feelings. The old adage of "if you want to do a good job, you must first sharpen your tools" has been newly interpreted here.
The variable thinking that grasps symbols is a category of time and space
As a narrow sense of individual thinking, it has a long period of time equal to the length of life and the exploratory nature of different living spaces; as a wider sense of human society's thinking activities, it has a general sense of timelessness and applicability to all the spaces involved. As subjects of thought, symbols are also mutable in the transformation of time and space.
■Different time and space, so that a specific symbol has a different referent;
■Different time and space, different symbols refer to the same thing
A. Different time and space, so that a specific symbol has a different referent
A large number of tortoise shells and animal bones unearthed at the Yinshang site of Anyang, Henan Province, are inscribed with a large number of hieroglyphic characters known as Oracle bone writing, which is the earliest detectable writing in China. These scripts were then used to record the results of divination, that is, to record the symbols of events. With the passage of time, thousands of years later, today, except in the eyes of archaeologists, it still retains the characteristics of a record of the event symbol, in the minds of the vast majority of people, these difficult to recognize the text, has become a symbol of the era thousands of years ago. In a large number of graphic design works, the image of the oracle bone inscriptions appears repeatedly, and the message it conveys is no longer the result of ancient people's inquiries about their fate, but rather a reminder of that era, where these characters have become a reminder of the glory of thousands of years of Chinese civilization
Swastika, an ancient talisman, amulet, or religious symbol, is often used by people to record events, such as the birth of a child, the death of a child, or the death of a child. The swastika, an ancient talisman, talisman or religious symbol, is often considered a symbol of fire or the sun and has appeared in many countries and regions. In Asian countries such as China, the swastika is a Buddhist symbol, meaning "the collection of good fortune" in Sanskrit, and is considered to be the auspicious image appearing on the chest of Sakyamuni, which is used as a symbol of "all the virtues and good fortune". It is believed that it is a sign of auspiciousness that appears on the chest of Sakyamuni, and is used as a symbol of "all virtues and good fortune.
B. Different symbols refer to the same thing in different time and space
Our society is experiencing more and more rapid changes, and the changing time and space give new meanings to things, and things are constantly changing their symbols to adapt to their new meanings. People living in such a changing time and space are also changing their perception of things, and the image-symbols built up in the brain will naturally differ. Fashion is perhaps the fastest changing thing in society, varying from year to year, month to month, and even day to day. The symbols that represent fashion are also constantly changing.
In 2002, the look of the rogue rabbit took the capital by storm, and it conquered the audience with its exciting plot and jaw-dropping visual effects. Many friends will ask each other when they meet, "Have you seen Hooligan Rabbit?" Undoubtedly, watching such an animation is the embodiment of fashion, and it has become one of the many symbols that represent "fashion". Nowadays, many merchants in the market, inspired by this animation, have created a group of images that resemble the main character in the movie. The aim is to convey to the audience that buying and using such products is a fashionable behavior like watching the animated Hooligan Bunny, and that it is one of the ways of life in which you can always keep your finger on the pulse of fashion.
No issue is so intricately and fundamentally related to human civilization as the issue of symbols, which relate to the entire field of human knowledge and life, and which are a universal tool of the human world, just as motion is in physical nature.
3. Graphic design is connected to text.
Mr. Keller, one of the representatives of the movement, said: "Type should be the graphic element. Font graphics is the high degree of unity of form and content."
The graphic character of text has always been the creative material that designers are happy to create. China has always emphasized that calligraphy and painting have the same origin. Its text itself has the beauty of graphics and achieve artistic realm. The graphic characterization started as early as the oracle bone inscriptions in the ancient times. To this day, the structure of its characters still conforms to the principle of graphic aesthetic composition. The characters in the world are no more than images and symbols. Therefore, it is really easy to find out the factors that can be composed of graphics from the characters.
Graphic text is based on the development of thousands of years of Chinese characters, the font of the graphic re-creative. Using some of the products of the development of modern society as the material for creation, and at the same time using this creativity to express certain behaviors in modern society. Creating a modern atmosphere, making the word creativity have a modern sense. Not only from the form, but also from the content to further deepen the content to be expressed, is a kind of imaginative graphic text. In the beginning of the creation I searched for the most expressive creative materials of modern times, starting from the glyphs and studying the glyphs and inter-frame structures of many texts. From the real visual life, I found the behavioral symbol " → " which is the easiest to express and be understood by people. Then I went around "→" to find various characters related to it, this similarity about the structure, the extension and limitation of the language and the new structure give this Chinese character a specific meaning.
Text graphics, that is, the text as the most basic unit of points, lines, surfaces appear in the layout. It becomes a part of the layout, and even the whole of the layout to achieve a graphic and unique form of layout composition.
The idea of imagery graphic creativity of Chinese characters is originated from the idea of graphic creativity and the development of the text itself as a graphic to deal with, coupled with its own connotation of the text for graphic changes in the extension of the meaning. But this kind of graphic text is different from the original text graphics, the former is graphics, the latter is text. Text is evolved on the basis of the original graphics, modern text graphics and in the existing text on the basis of the development of change, than the original graphic text more deep cultural connotations and new forms of expression, hieroglyphics is only on the surface of things on the understanding of the form, is a simple language symbols to convey information, was produced in the specific environment at that time, can not be called text. Moreover, the development of modern Chinese characters has been more systematic, complete, unified and standardized, and the creativity of imagery of Chinese characters is to carry out graphic re-creativity on the basis of this, using the products of the development of modern society, modern elements and symbols, and then graphic re-creativity on the structure of Chinese characters, so that people can be familiar with existing Chinese characters on the basis of the imagery of the change of the meaning of the other, that is, "the old characters with new meanings" concept, right?
The concept of "new meaning for old characters" is also known as "new meaning for old characters".
Text plays a major role in the composition of print advertisements, and is second only to graphics in terms of visualization. In the text arrangement: 1) the text in the advertisement area, that is, the text in the screen according to the number and content of the text unit, the area of the arrangement. Through the text of the area size changes, the text to form the size of the area of unequal combinations, so that the text part of the screen to appear flexible point, line, surface layout, so as to create a compact layout for the layout of the different effects of the Shu Shu, can make the reader to reduce the burden of reading and increase the interest in reading, but also to make the advertisement layout to produce rhythm, rhyme and visual impact. 2) The text of the text should also be noted in the text layout The text effect itself. The composition of the picture of the text, the different focus of the text content, with different fonts to show, is the design of the commonly used techniques, but too many fonts on the screen appears to be uneasy, too few fonts and the lack of the necessary life. The number of fonts often implies the amount of the core of the content of the advertisement.
Combining graphic symbols with words, re-constituting a new concept of the word, narrowing the connotation of the word itself, giving it a specific meaning, or re-interpretation of its literal meaning; graphic treatment of the word, the shape of the text as an image to treat the meaning of the text as a fundamental guiding ideology for creativity, to expand the meaning of the shape change to the meaning of the meaning of the shape of the restrictions on the metamorphosis of the image of the text. The first is to make the word "image" in the form of an image.
Long Island Aquarium is a modern aquarium company whose logo was designed by Hong Kong designer Choi Wing Yiu. Because it is an aquarium company, the basic shape of the logo is considered to be the shape of a fish; and because it is a modern company in Hong Kong, the designer used the initial letter "L" of the company name.
Chinese character design and then creative, must require the conception in place, accurate, can not affect the main image of the Chinese characters themselves, not to mention the occurrence of misleading, the designer must grasp the focus of the creative design, emphasizing the understanding of the literal meaning of the design, which includes two important aspects:
1) is based on the meaning of the text and the structure of the plotting, psychological spatial layout, the borrowing of the pictorial, symbolic treatment. , symbolic treatment.
2) The creative design of Chinese characters must pay attention to the fact that the Han Chinese people have formed a special national psychology in the process of using Chinese characters over a long period of time, namely, the business of looking at the text and the aesthetics of associating with it according to its shape. The latter is the focus of creative redesign of Chinese characters, so that the designer's intention and the viewer's mind can be communicated and the sound, shape and meaning of Chinese characters can be highly integrated and unified.
4. The performance of graphics in advertisements
People who come into contact with advertisements and are impressed by them depend to a large extent on whether or not the performance of graphics in advertisements can catch consumers and cause them to ****. Relative to the text, graphics have a dynamic picture composition elements. From the use of three aspects to consider:
1) the use of graphics should be less precise. For most advertising works, the use of graphics, the number of its communication effect is absolutely different. One or two high-quality pictures, the image is distinctive and prominent, a pinpoint highlights the theme, can be one for ten; and more than two graphics produced after the visual impact of the relative weakening of the picture atmosphere appears bland.
2) The area of the graphics factor depends on the importance of graphics. Large area graphics are often used to render the atmosphere, can produce a strong impact. Especially large outdoor advertising posters, more vivid images are needed to capture the reader's attention, in order to achieve the purpose of conveying information in an instant, the small area of the picture is used to help and deepen the reader's impression. Mail ads, newspaper ads because of its readers have a lot of time to read the ads, the graphic part can be relatively weakened, while the text to strengthen.
3) According to people's habits and emotional factors, the reader's feelings about the advertisement directly affect the advertising effect.
In short the purpose of graphic design is human communication, as designers we learn to use the tools of semiotics, which will make the design more effective function. Design, as a medium for communicating ideas, is itself symbolic, design is composed of symbolic elements, the designer successfully selected, combined, converted, regenerated these elements, brought together to become the symbols referring to their own ideas, to become a symbol of their own and the audience *** with the recognition of the symbols of the graphic symbols combined with the text, to re-constitute the word a new concept, narrowing down the connotation of the word itself, to give it a specific meaning, or to re-interpret its literal meaning, or to re-construct it. Or to re-interpret its literal meaning; the word for graphic processing, the shape of the text as a picture to treat the meaning of the text as the fundamental guiding ideology of creativity, to expand the meaning of the shape change to the meaning to limit the shape of the metamorphosis of the meaning of the text of the imagery processing. This is the true formation of communication, accurate and complete communication of information, the design of this thinking process is complete.
1. Utility: the essence of the logo lies in its utility. After the artistic design of the logo has ornamental value, but the logo is not mainly for viewing, but for practical. Signs are essential intuitive tools for people to carry out production activities and social activities. Signs for human *** with, such as public *** place signs, traffic signs, safety signs, operation signs, etc.; for the country, region, city, nation, family dedicated flag emblems and other symbols; there are social groups, enterprises, benevolence, activities dedicated to, such as the emblem, logo, factory labels, social labels, etc.; there is a product for a particular commodity products dedicated to the trademarks; there are also for the collective or personal belonging to the exclusive use of the items, such as the seal, Signatures, flowers, payment, branding, etc., all have their own irreplaceable unique use function. Signs with legal effect, in particular, has a special mission to safeguard the rights and interests.
2. Recognition: the most prominent feature of the logo is that each has a unique appearance, easy to identify, show the characteristics of their own things, marking the significance of the difference between things, distinction and attribution is the main function of the logo. All kinds of signs are directly related to the fundamental interests of the country, the group and even the individual, and must not be similar to each other, confusion, so as not to create a wrong impression. Therefore, the logo must be distinctive, recognizable at a glance, and unforgettable.
3. Significance: Significant is another important feature of the logo, in addition to invisible signs, the vast majority of signs are set up to attract people's attention. Therefore, the color is strong and eye-catching, and the graphics are concise and clear, which are usually the characteristics of the logo.
4. Diversity: there are many kinds of signs, and they are widely used, no matter from the point of view of their application form, composition form, and means of expression, they all have extremely rich diversity. Its application form, not only plane (almost any material plane), there are three-dimensional (such as relief, garden carving, any shape of three-dimensional objects or the use of packaging, containers, etc., the special pattern of signs, etc.). The form of its composition, there is the direct use of the object, there is the composition of text symbols, there is figurative, imagery or abstract graphics composition, there is the composition of color. Most of the signs are composed by the combination of several basic forms. As far as the means of expression is concerned, its richness and diversity are almost difficult to summarize, and with the development of science and technology, culture and art, there is always constant innovation.
5. Artistic: All designed non-natural signs have some degree of artistry. Both meet the practical requirements, but also in line with the principles of aesthetics. Give people a sense of beauty, is the basic requirements of its artistry. Generally speaking, an artistic logo is more attractive and infectious, giving people a strong and deep impression. The high artistry of the logo is the need of the times and the progress of civilization, the embodiment of people's higher and higher cultural literacy and the need of aesthetic psychology.
6 accuracy: the logo, no matter what to illustrate what, indicate what, whether allegorical or symbolic, its meaning must be accurate. First of all, it should be easy to understand, in line with people's cognitive psychology and cognitive ability. Secondly, to be accurate, to avoid unexpected understanding or misunderstanding, especially should pay attention to taboos. Let a person in a very short period of time at a glance, accurate understanding of no error, this is the sign is better than language, faster than the strengths of language.
7. Durability: the logo and advertising or other publicity products are different, generally have a long-term use of value, not easy to change.
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