How to design anti-epidemic poster? First of all, pay attention to the color design of the anti-epidemic poster. For example, in the design of this poster, the main product is traditional Chinese medicine, then in terms of color must choose a more elegant color as the main color, can make the designer look more cultural heritage. Secondly, we should pay attention to the color design of the epidemic prevention poster. Of course, it is best to choose some warm colors, or green, orange, yellow and other cold colors, are contrasting colors. But these cold colors generally can not be matched with anything, because if too close, it will look too harsh. If you have a certain impression of cold colors, you can consider choosing warm colors, such as red or white, or black. Poster design, be careful to prevent some low brightness, otherwise it will make people feel confused. So the color combination, font selection, stroke settings, elements of the layout are very common. Poster design, be careful to prevent some low brightness.
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Urgent need of public service posters of the connotation and form of expression?Cultural qualities of public welfare posters
Abstract: This paper analyzes the design concepts, styles, and unique artistic charms conveyed by the graphic public welfare posters in the information age, expresses the cultural characteristics it embodies, and clarifies that the public welfare posters have a distinctive cultural public welfare theme, and its serialization, localization, and symbolic forms of expression, becoming a media representative reflecting the culture of the times, advanced culture, and so on. It has become a media representative reflecting the culture of the times and the advanced culture by its serialization, localization and symbolization.
Keywords: the perception of the information age, public service posters cultural qualities
In the information age where graphic language has become the dominant communication, we have entered a new century of design culture. The fusion of design and culture builds up the cultural life form of diversified design, which makes the concept, thinking, style and aesthetics of design permeate with unique cultural values.
Poster art (i.e., poster advertising, English translation: Poster
Advertisement) has a history of more than a hundred years, is a kind of outdoor print advertisement posted in the public **** place, it is mainly divided into two types of commercial posters and social welfare posters. Although the poster art with the arrival of the information age and face the impact from newspapers, magazines, television and other media, but constantly seeking differences and innovations in the public welfare poster art shows a high cultural content and in the visual expression of the unique artistic charm, is still in the advertising and publicity media in an important position. Pure economic interests for the purpose of commercial posters due to the limitations of the target audience for the product, can not get rid of the fierce market competition and economic manipulation, too much attention to the material level of commercial value, thus ignoring the spiritual level of cultural value, artistic value, it is difficult to obtain long-term vitality, in the information age today, many companies have been married with the public service posters as a means of shaping the image of the enterprise itself! Today, in the information age, many enterprises have married with public welfare posters as a way to shape their own image of the media window, the operation of commercial posters also pay more attention to culture and art, in order to shorten the cultural gap with the public welfare posters, and then improve their affinity and reputation. It can be seen that the public welfare posters in the information age in this diversified design field, for designers to provide unlimited creative space, but also become a modern design culture and concepts of the disseminator, it effectively convey the human spirit of the cultural field of the theme of the magical visual symbols, in the extraordinary creativity of the injection of cultural concepts, so that the design of the dialogue with the soul, conveying the visual semantics of the design culture and vitality and become a media to reflect the culture of the times, advanced culture, the media. It has become a media representative reflecting the culture of the times and advanced culture.
The public welfare theme reflecting the cultural concepts of the times
With the increasing integration of the international economy, the great changes in the communication space, art and cultural exchanges and interactions, people are increasingly in need of diversified sensual satisfaction of the spiritual world, and the poster art as a medium of information dissemination and communication, the graphic language and cultural concepts of the theme of the design collision with the life of the people and the spiritual realm, and become one of the most spiritually penetrating media. Poster art, as a communication medium of information dissemination, collides with people's life and spiritual field with graphic language and theme design infused with cultural concepts, and becomes one of the most penetrating media.
The concept of culture has long been integrated into all human activities, throughout the material and spiritual space of mankind, the word culture in the "Sea of Words" in the "broad sense refers to the sum of material and spiritual wealth created in the process of human social and historical practice. In a narrower sense, it refers to the ideology of a society, as well as the systems and organizations that go along with it". It can be seen that culture is a kind of accumulation, is a creative process, ideological concepts, values and humanistic spirit is the most basic factors constituting culture, different times will convey a unique cultural outlook, modern art design in the process of modern civilization embodied in the advanced concepts of design, design ideas, design techniques are all embedded in the creative spirit of modern culture, and as a modern art design of graphic public service posters are Reflecting the deep structure of the human spirit of values, morals, aesthetics, outlook on life of the ideology, and the group behavior mode to guide, promote the new concepts of the times, triggering the public **** consciousness and public welfare behavior, this meet people's spiritual needs of the functional needs of the work of art is bound to be endowed with a profound cultural qualities. "Theme is a kind of idea, is the basic element of all art works ****." [1] The theme of spreading clear concepts and ideas is the core and soul of the design process of public service posters, which itself contains profound cultural connotations and philosophies. International and domestic advertising design authorities almost every year from a cultural perspective to launch different social public welfare theme poster design competition, so that designers in the thematic limitations to the sub-thematic way of multi-angle, multi-faceted visual language to explain man and man, man and society, man and nature of the eternal topic, to show the traditional virtues, ethical public **** and social care. The rich and distinctive theme posters spread spiritual civilization, guide social opinion, dominate the public's ideology and behavior, and promote the rapid development of social welfare undertakings. For example, the annual public service advertisement design competition jointly initiated by China Advertising Association and China Industry and Commerce Bureau has launched the theme design of "Chinese good manners" to promote the excellent traditions and virtues of the nation since 1996, and then launched the theme design of "self-improvement creates splendor" in succession, "Flood Fighting Spirit", "Return of Macau", "Establishing a New Style, Toward a New Century" and other themes, reflecting the spirit of the era's cultural subjects, subtle enlightenment and education of the people. Summarized, reflecting the main theme of the era of cultural public service posters are usually divided into the following categories:
(a) environmental protection of human society as the theme
Humanity in the pursuit of high speed of material and economic development, ignoring the protection of human living space, mankind's unlimited development of limited resources and the environment, so that the Earth is increasingly facing a crisis, environmental protection has become the most important issue of concern to the world. So "protect nature, protect the environment, protect wildlife, save land resources, save water resources, and prevent water pollution, prevent air pollution, prevent noise pollution," and other topics have become public service posters call for the theme to convey the beautiful hope that mankind and nature are in harmony ****.
(2) Human life and health as the theme
Precious life, respect for the value of life, choose to live a healthy and safe life, which is the most basic human desire, but also social care. Therefore, the theme of "refusing drugs, cherishing life, anti-smoking, anti-alcohol, traffic safety, hygiene and epidemic prevention" and other subjects related to the value of life are more affinity and shocking.
(C) to promote new social customs and virtues as the theme
Society is a big family, carry forward the fine traditions and virtues inherited by the Chinese people for thousands of years, arousing the public's awareness of public morality, **** build a new social customs is the call of the times. This touches on the "family harmony, respect for the elderly and children, family and friendship love, compliance with the law, mutual love, protection of the legitimate rights and interests of women and children, and curbing domestic violence, suicide," and other topics have long been public service posters in the good and evil propaganda theme.
(4) Revitalization of education, science and technology development as the theme
Education and science and technology are the basis of national economic development, the root of national wealth and strength, education determines the quality of the people, science and technology drives the economic take-off, "Project Hope, out-of-school children, the students' burden and reduce the burden of the problem, re-employment projects, respect for intellectual property rights to combat piracy," and other topics have become public service posters. The theme of "Project Hope", "Children out of school", "Increasing and decreasing the burden of students", "Re-employment project", "Respecting intellectual property rights and combating piracy" and other topics have become the theme of public welfare posters.
(E) to improve the population quality of society as the theme
With the development of human society, on the one hand, the highly technological market economy needs high-quality personnel, on the other hand, the relationship between mankind and the earth is becoming increasingly tense, the earth's home can not withstand the infinite growth of population density, the "control of the population, family planning, population aging, The theme of "population control, family planning, population aging, and high-quality talents" has become the subject of reflection.
(F) to promote national culture and patriotic spirit as the theme
National culture and art is the treasure of human culture, to promote traditional culture and art is the social responsibility of the mass media. All the promotion of national prosperity, development, peace, unity and other subjects are the theme of public service posters.
(VII) to disseminate the concept of the times, cultural subjects as the theme
Step into the information age, breeding a new culture, new ideas, new thinking, synchronized with the times, everything needs to be communicated. This poster theme of releasing cultural concepts will give people a deeper thinking and pursuit of the future.
The pursuit of the theme of the series of cultural expressions
High-speed information technology brought about by the competition in the industry prompted the rapid development of communication media, bombardment of media advertising so that consumers are overwhelmed by information surrounded by people have been in the state of audio-visual numbness, acceptance of information is increasingly personalized, the information induction rate of forgetfulness is high, the information age of the advertising media will be faced with new challenges and opportunities. The advertising media will face new challenges and opportunities in the information age. Graphic public service posters such as graphic media communication media, by virtue of the static image on a square inch of paper in addition to the pursuit of cultural taste, how to improve the viewer's visual attention rate and the rate of acceptance of information? In recent years, the theme of public welfare posters series of appeals formed by the large-scale visual advantages, can make the theme of multi-level and multi-angle in-depth performance, not only to improve the dissemination of strength, but also to make the theme of the guiding and persuasive function of a more intimate, strengthened the concept of the enrichment of the visual performance. This kind of cultural expression of pursuing series of sub-themes under the command of the central theme, and the deep thinking and extension of its connotation reflect another cultural characteristic of public welfare posters in the information age.
(I) A series of sub-themes focusing on the idea
Any work should convey the idea of the theme and reflect the idea of creation. The series of sub-themes belonging to the central theme must clearly express the ideological core of the poster theme, that is, to convey the idea must be focused, not only concise and clear, but also give a clear and unambiguous concept, so that by a number of sub-themes of the same idea of the composition of the series of combinations to build a solid idea of the fortress, and the formation of a strong visual lineup and the theme of the attack, which can be made to the viewer in the depth of the theme of the understanding, but also enhance the memory. The memory is strengthened.
(II) unique expression of multiple perspectives
After clarifying the core of the central theme of the idea, the expression of the series of sub-themes must be from a novel and unique perspective to cut into the theme, and create a set of node-type sub-themes with unique insights, so as to specifically develop its expression, fully expanding the imaginative thinking: or from the perspective of the macro-angle, the perspective of the value of the community, the perspective of the individual concept, From the macro point of view, social value point of view, personal concept point of view, harm point of view, etc. to dig out new ideas; or use the metaphor, inference, analogy, assumption and other rhetorical techniques in literature to enlighten innovative thinking, from which to seek for the most novel, the most connotative, the most wonderful group of language structure form unification of the sub-themes, which will be the creative design of the performance of the theme of the concept and the creation of picture effects of the basis of the positioning is the formation of the series of the style of the inner lifeblood. Multi-level, different angles of interpretation will highlight the strength of the theme of the information, so that the public in the same cultural concept of information transfer to accept the concept, accept the information, this distinctive theme of the series of styles reflects the charm of the personality of the work.
(C) reveal the deep connotation of the theme
If a design work, especially the dissemination of concepts of design works can not explore the heartwarming connotation of the idea, of course, is not a masterpiece. The depth of thinking power of public welfare posters actually comes from the designer of ordinary life of careful perception, thinking about the concept of life, value, aesthetics, the creation of philosophical, not only the most able to let the majority of viewers in the emotionally arousing **** Ming Ming topic, but also with the help of different means of expression to indirectly imply a profound philosophy, so as to give people more cultural revelation.
By the central theme of the idea of the sub-theme in the series of cultural expression, focusing on the pursuit of concentrated ideas, unique expression, profound connotation, but also special grasp of the visual unity of the series of styles. Series style in the public welfare poster theme creation in the use of its value effect not only to make the theme idea in the repeated emotional **** Ming, but also to make all the information elements to obtain a complete unity of visual induction, that is, on the one hand, is the theme of the idea of the complete unity: from the center of the theme derived from the idea of the main body of the sub-masters must be subordinate to the theme of the idea; on the other hand, is the complete unity of the constituent elements: the text of the language style of the inner unity, the main picture of the advertisement is the main unity of the style of the main theme of the advertisement. On the other hand, it is the complete unity of the constituent elements: the inner unity of the language style of the text, the inner unity of the main image of the advertisement screen, and the inner unity of the overall layout design style of the advertisement. For example, the poster design created by Wei Zheng to reflect the annual theme of "environmental protection" adopts a series of thematic creation style, respectively, with "gold environmental protection", "wood environmental protection",
China is an ancient oriental civilization, has accumulated a very rich national culture and spirit, traditional culture and art shows infinite aesthetic connotation, traditional painting (such as: traditional brush painting, ink painting, murals, etc.) embodies the kind of charm, ethereal art spirit; folk art works (such as: paper-cutting, lacquer painting, New Year's Eve, dyeing and weaving, etc.) reflects the folk customs and unique artistic charm, all of them are the same. The artistic charm of folk art works (such as: paper-cutting, lacquer painting, New Year's painting, dyeing and weaving, etc.) reflects the folk customs and unique charm of folk culture, which all contain the complex of national culture and become inexhaustible cultural resources for modern design. Conceptual thinking and personalized performance is the pursuit of innovative design of public service posters, deep excavation of traditional cultural resources and graphic elements, cleverly absorbed and applied to modern design, in order to reflect the Chinese cultural connotation of personalized design. KAN Tai-keung, the internationally acclaimed Hong Kong designer, is a model of modern Chinese designers. The former Chief Curator of the Hong Kong Museum of Art, TAM Chee-shing, wrote in his review article: "KAN Tai-keung specializes in modern ink painting. He combines traditional Chinese painting and Western design concepts into one, opening up a new realm for landscape painting." [3] His work, "Ink Painting", is an example of a modern Chinese designer. [3] His "Elemental Timing Poster Series", "The Age of Ink and Wash", "Chinese Characters Poster Series", "Hong Kong New Design 15", "Caring for Nature Series", and other cultural public service poster designs are all infused with Chinese cultural connotations, and emphasize on the integration of the traditional painting's brushwork, ink and ink interest, and charm into the modern design language, which forms the unique design language of Kan's work. Jin's unique style has become very influential in the international design community. Since 1991, "Taiwan Impression Poster Design Association" has been launching annual theme posters with the ideology of "love Taiwan, emphasize culture and care design", aiming at reflecting the splendid Chinese national culture and the spirit of the times, e.g.: "Taiwan TANWANAN" created by Lin Panchao. Taiwan TANWAN" series of posters created by Lin Pan Shuo; "Good weather" and "Pray for peace" created by You Ming Long; "Blessed Life", "Prolonged Age", "Great Love", "Long Life" series of poster designs created by Cheng Xiang Ru; "Communicate" series of thematic designs created by Kan Tai-keung, and so on, from the creation of these annual thematic posters, we can see the combination of the traditional Chinese culture and visual elements with the modern design concepts, and the combination of the design of the poster and its visual elements with modern design concepts. The combination of traditional Chinese culture and visual elements with modern design concepts, and their exquisite use in design, all make people feel the profound meaning, the spirit of the times and its unique artistic charm embodied in the creative design of public welfare posters.
Symbolic graphics to convey cultural concepts
With the extensive penetration of information technology in the field of communication media, public service posters in the form of graphic design with the modern advertising activities into the international trend, and gradually become a graphic language beyond the country with a foundation of **** literacy, in order to adapt to the age of information dissemination of the design of the cultural needs of the media in order to get more attention in the fierce competition. In order to adapt to the cultural needs of design in the era of information dissemination, in order to gain more attention in the fierce media competition, the symbolic graphics that convey cultural concepts have become another significant cultural feature of public service poster art in the information age.
Symbol is a highly conceptualized pointing image with rich cultural connotation. As a mass communication media, public welfare poster art creatively uses novel and wonderful symbols and graphics to express the image of cultural concepts, focusing on the depth of the subject connotation, that is, relying on images to express the symbolism of the object, and through the rich and colorful artistic techniques to express, thus embodying a form of visual symbols that is not only concise but also rich in information connotation, and give a clear meaning to the point.
"Graphic (graphic) is the term commonly referred to those with the nature of the advertisement of the pictorial works, with the view that the design of the visual symbols intended to illustrate a certain concept, in short, it is clear and art work has a very different nature and meaning." [4] The concept of graphic with the development of science and technology and continue to extend, from the traditional handmade techniques of graphic expansion to modern photography, computers and other scientific and technological means of interpretation of the graphic, all impregnated with different cultural concepts of the symbolic significance of the formation of a rich graphic vocabulary, and has become the main carrier of media communication to project the message. "The so-called 'design' is the transformation of these advantages of the visual language into a powerful launching force and compel the audience to accept the effect." [5] Symbolic graphic design is mainly based on associative thinking, relying on the designer's imagination, and realizing creativity through the similarity of the image of the object and the symbolic point of the graphic. In the public welfare poster design, the image elements and text elements constitute the structure of the graphic symbols of the foundation, the designer must be from the artistic point of view, the design of the image elements and text elements to carry out wonderful artistic imagination, in the design of the subject of the object to understand and analyze, and strive to find a most revealing of the theme of the deep cultural connotations of the image image image, and then use a variety of artistic expression: or painting, photography techniques To express the real image; or using contrast, exaggeration, association, invisibility, space and other diversified means of expression to shape the theme of the mood; or the use of text language symbolism to interpret the theme of the work, etc., and strive to obtain a symbolic meaning, more graphic rationality, the new text-based form of visual communication, i.e., symbolic graphic, at the same time, this communication must be simple and easy to read as a prerequisite for the basis of **** literacy. In fact, there are many objects in our lives have rich cultural connotations and symbolic meaning, can be transformed into symbolic graphics, such as: tea sets, fans, pens, ink slabs, mice, nails, sign language and so on objects can be embodied in the designer's creativity of different cultural concepts pointing to the public welfare posters, we are not difficult to perceive from the many outstanding designers of public welfare posters in the symbolic graphic forms of art and cultural charm and conveyance of concepts pointing, for example:: the new textual form of visual communication, that is, symbolic graphics, while this communication must be simple and easy to read on the premise of *** knowledge-based. For example, a poster created by a Polish designer for the Warsaw Prohibition Association adopts the typical conceptual point of symbolic graphics, with the theme of anti-alcoholism, the whole picture does not have a single text, but only a bottle wrapped with a rope and a black background, the simple visual form conveys a profound visual semantics, and the twisted shape of the bottle reflects the image similarity of the theme object, and the image similarity of the theme object, and the image similarity of the theme object. The shape of the twisted bottle reflects the image similarity of the subject object, that is, the visualization of the concept of alcoholism. The black background and the twisted rope give people a sense of death and desperation, which is the symbolism of the concept of harm, and the work so cleverly conveys the two concepts with graphic symbols, thus revealing the harmful theme of alcoholism. Therefore, the mining of visual symbolic elements can be found from the following aspects: (1) In the process of analyzing the theme, develop deep associations, so as to bring out a variety of visual images associated with the theme, and finally seek the most representative imagery image. (b) In the process of analyzing the theme, from the conceptual point of view, we seek for "homogeneous and heterogeneous" visual images which have the same connotation structure as the words. (c) In the process of theme analysis, the visual language of unique meaning is obtained from accidental shapes. It can be seen that the symbolic graphics in public service posters contain rich cultural connotations.
Faced with the "information technology global **** enjoy" era, the cultural connotation of public service poster art will continue to extend, the cultural characteristics are more prominent. Computer graphic design creates unprecedented high precision, high efficiency, as well as rich and new visual expression effect, for the public service poster designers to provide an unimaginable creative space and a rich form of artistic expression, become a new standard of operation, and drive the art of public service posters to a broader prospect.