Commercial illustration ppt courseware - The use of illustration elements in commercial posters (urgent)

Concept of commercial illustration. Characteristics. Applications. Uses. Commercial illustrator should have the quality. The concept of commercial illustration: commercial illustration is, as the name suggests, illustration of commercial value, which does not belong to the category of pure art. Commercial illustration can be defined as a digital work drawn for a business or product, to get the remuneration associated with it, the author to give up the ownership of the work, only retain the right of authorship of the commercial buying and selling behavior. Illustration is a form of commercial illustration, others are such as advertising illustration, cartoon mascot design, publication illustration and animation film and television game scenes. Characteristics of commercial illustration: Illustration is the use of pattern expression of the image, in line with the principle of unity of aesthetic and practical, as far as possible to make the lines, the form of clear and bright, easy to produce. Illustration is a common language in the world, and its design is usually categorized into characters, animals and commodity images in commercial applications. Application of commercial illustration: 1. Chart of the application of product structure decomposition diagram biological structure diagram architectural rendering other 2. Layout design application of text and illustration pictures and illustrations 3. Poster design application 4. Packaging design application of realistic expression of cartoon expression of decorative color role of the role of the traditional cultural elements 5. Book design application of fiction story illustration children's book illustration 6. Application in computer games7.Application in network mediaWeb page designSoftware interface designMobile phone interface designCommercial Illustration Usage:In the field of modern design, commercial illustration can be said to be the most expressive, which has a close blood relationship with the art of painting. Many expression techniques of commercial illustration are borrowed from the expression techniques of painting art. The marriage of commercial illustration and digital technology makes the former make great progress whether in exploring the diversity of expression techniques or in designing the depth and breadth of theme expression, showing a more unique artistic charm and thus more expressive. Commercial illustration is a very promising industry, it is widely used in advertising, commodity packaging, newspapers, book binding, environmental art space, computer networks and other fields, the demand for illustration in various media is great. However, the service life of commercial illustration is short, when a commodity or enterprise is being renewed and replaced, this vice work is declared to be extinct or terminated to publicize. From the scientific definition, it seems that the end of commercial illustration is a bit sad, but on the other hand, the glory of commercial illustration in a short time is incomparable to that of art painting. Because commercial illustration is disseminated through advertising channels, it covers a wide range of areas, and the rate of social attention is many times higher than that of artistic paintings. For example, this digital illustration of yogurt packaging (pictured) has attracted more than a billion consumer purchases in two years of marketing because of the beauty of the image, and imagine that this number will increase in the time before the next product replaces it. How many artistic paintings can be seen by hundreds of millions of people in a two-year period? Such splendor is unparalleled! Qualities a commercial illustrator should have: illustrators often illustrate for graphic designers or directly illustrate for magazines, newspapers and other media. They are generally professional illustrators or freelance artists with their own expressive subjects and painting styles like photographers. Professional sensitivity and desire for new forms and tools have led many of them to adopt computer graphic design tools to create illustrations. Computer graphics software features make their creative talents get greater play, whether simple or complex dense, whether the traditional media effects, such as oil painting, watercolor, printmaking style or digital graphics endless new changes, new interesting, can be more convenient and faster to complete. Digital photography is the latest development in photography. Photographers use digital cameras to capture objects or scan traditional positives into a computer through a scanner, then adjust, combine, and create new visual images on the computer screen, and finally output positives or negatives through a film recorder. This new photographic technology completely changes the creative concept of optical imaging of photography, and centers on digital graphics processing, also known as \'photography without darkroom\'. It has blurred the boundaries between photographers, illustrators and graphic designers, and nowadays, as long as one has the talent, it is entirely possible to accomplish all three types of work on the same computer. The use of illustration elements in commercial posters! (Urgent) Commercial Illustration The concept of commercial illustration Commercial illustration is the act of buying and selling commercial illustrations for a business or a product for which one receives payment in connection with it, and for which the author relinquishes ownership of the work and retains only the right of attribution. This behavior is fundamentally different from what we used to think of as painting. Artistic paintings can be published or displayed in various media without restriction before they are collected by individuals or organizations, and the authors get a small percentage of the fee. Commercial illustration can only serve a commodity or a customer, once the fee is paid, the author gives up the ownership of the work, and accordingly gets a larger proportion of the remuneration, which is the same as the final result of the art painting being collected or auctioned. However, the lifespan of a commercial illustration is short-lived, and when a commodity or business is being renewed or replaced, the work is declared extinct or the promotion is terminated. From the scientific definition, it seems that the end of commercial illustration is a bit sad, but on the other hand, the glory of commercial illustration in a short time is incomparable to that of art painting. Because commercial illustration is disseminated through advertising channels, it covers a wide range of areas, and the rate of social attention is many times higher than that of artistic paintings. For example, this digital illustration of yogurt packaging (pictured) has attracted more than a billion consumer purchases in two years of marketing because of the beauty of the image, and imagine that this number will increase in the time before the next product replaces it. How many artistic paintings can be seen by hundreds of millions of people in a two-year period? Such splendor is unparalleled! Commercial illustration has four components: (a) advertising commercial illustration (b) cartoon mascot design (c) publication illustration (d) film and television game art settings 1. advertising commercial illustration for the goods - must have a strong sense of consumerism for the advertisers - must have flexible values for society Cartoon mascot design product mascot - to understand the product to find the combination of cartoon and product corporate mascot - combined with the enterprise's CI norms for the enterprise tailor-made social mascot - to analyze the characteristics of social activities to cater for the timely extension 3. Publication Illustration: Literature and art - good artistic cultivation and literary skills Children's books - healthy and happy children's interest and observation experience Nature and science - solid art skills and extraordinary imagination Society and humanities - colorful life experience and mimeographing skills Life experience and mimeograph skills 4. Film, television and game art settings image design class - personality interchangeable form of God's emotional flow scene design class - a unique perspective of the micro-macro about the reduction of the synthesis of the story script class - literature and music through the means of art embodied in the commercial illustration has certain rules, it must have the following Three elements: (a) directly convey consumer demand (b) in line with the public aesthetic taste (c) exaggerated to strengthen the characteristics of the goods want to have these three points, it depends on the comprehensive quality of the illustrator. Expressing product information should be direct, because consumers will not take time to understand the meaning of your drawing. Because human consumption habits have a considerable continuity, in a wide range of shopping environment, if the consumer in a second did not see or was not attracted by your illustration, I am afraid that he will be a year or a few years will not buy the goods. Assuming that the consumer sees your illustration, but has a reverse mentality towards the color composition or image of the picture, it will also lead to the previous result. So; conforming to the public's aesthetic taste is the second hurdle for a commercial illustrator to pass. People who can have an artistic eye for consumption are too rare! Your work is too artistic for others to understand, too vulgar for others to see, and it is only when you get this kind of fire that you can be considered a qualified commercial illustrator. Under the attention of consumers, your work into the third level, and the surrounding products to compare. If the illustration does not strengthen and exaggerate the characteristics of the product, and is overwhelmed by other products, then, it will also produce the previous results! It is common to see picking and choosing picking up and putting down at the supermarket, and it is not until after the checkout that a commercial illustration successfully passes the test! Q&A Commercial Illustrator Q: What is commercial illustration? What is the difference between commercial illustration and illustration? A: Commercial illustration is, as the name suggests, illustration of commercial value, which does not belong to the category of pure art. Commercial illustration can be defined as a digital work drawn for a business or product, get paid in connection with it, the author to give up ownership of the work, only to retain the right of authorship of the commercial buying and selling behavior. Illustration is a form of commercial illustration, others are such as advertising illustration, cartoon mascot design, publication illustration, and animation movie and game scenes. Illustration is the use of pattern expression of the image, in line with the principle of unity of aesthetics and practicality, as far as possible to make the lines, the form of clear and bright, easy to produce. Illustration is a common language in the world, and its design is usually categorized into character, animal and commodity images in commercial applications. Character image: illustration to the character as the subject matter, easy to fit with consumers, because the character image can best show a sense of loveliness and cordiality, character image of the imaginative creation of space is very large, first of all, shaping the proportion is the focus of the life of an adult head-to-body ratio of 1:7 or 1:7.5, the ratio of children is 1:4 or so, and cartoonists often 1:2 or 1:1 big head form, so that the proportion can make full use of the head area to reproduce the image of the character. This ratio can make full use of the head area to reproduce the image of demeanor. The character's facial expression is the focus of the whole, so it is very important to depict the eyes. Secondly, the use of exaggerated deformation will not give people an unnatural and uncomfortable feeling, but can make people laugh, so that people have a good feeling, the overall image is more clear, giving people a deeper impression. Animal image: animals as cartoon image history has been quite a long time ago, in real life, there are many animals have become people's pets, these animals as cartoon image more popular with the public. In the creation of animal images, we must attach great importance to creativity, focusing on the image of anthropomorphism, for example, one of the differences between animals and humans, long is the expression does not show a smile. But the cartoon image can be given through anthropomorphic techniques to animals with the same smile as humans, so that the animal image has a human face. The use of people's lives in the familiar, favorite animal school is easy to be accepted by the people. Commodity image: it is the expansion of animal anthropomorphism in the field of commodities, and the anthropomorphized commodities give people a sense of intimacy. Personalized modeling, there is a refreshing feeling, thus deepening people's direct impression of the goods to the concept of anthropomorphism of goods, roughly divided into two categories: the first category is completely anthropomorphic, that is, exaggerating the goods, the use of commodities itself and the characteristics of the modeling structure for anthropomorphic performance. The second category is half anthropomorphism, that is, on the commodity plus the commodity has nothing to do with the hands, feet, head, etc. as anthropomorphic characteristics of the elements. The above two anthropomorphic shaping techniques make the commodities full of human feelings and personalization. Through the form of animation, emphasize the characteristics of the commodity, its action, speech and commodity directly linked to the publicity effect is more obvious. Illustrators often draw illustrations for graphic designers or directly for magazines, newspapers and other media. They are generally professional illustrators or freelance artists, like photographers with their own subjects and painting styles. Professional sensitivity and desire for new forms and tools have led many of them to adopt computer graphic design tools to create illustrations. Computer graphics software features make their creative talents get greater play, whether simple or complex dense, whether the traditional media effects, such as oil painting, watercolor, printmaking style or digital graphics endless new changes, new fun, can be more convenient and faster to complete. Digital photography is the latest development in photography. Photographers use digital cameras to capture objects or scan traditional positives into a computer through a scanner, then adjust, combine, and create new visual images on the computer screen, and finally output positives or negatives through a film recorder. This new photographic technology completely changes the creative concept of optical imaging of photography, and centers on digital graphics processing, also known as \'photography without darkroom\'. It has blurred the boundaries between photographers, illustrators and graphic designers, and nowadays, as long as one has the talent, it is entirely possible to accomplish all three tasks on the same computer. According to the literal interpretation of the word "poster", "招" is to direct attention and "贴" is to post, that is, "to post for the purpose of attracting attention". The English name of the poster is called "poster", in the Oxford English Dictionary means to display in the public **** place notice (Placarddisplayedinapublicplace). In London, "International Textbook Publishing Company" published advertising dictionary, poster means posted on cardboard, walls, boards or vehicles, or other ways of displaying printed advertisements, it is the main form of outdoor advertising, one of the oldest forms of advertising. Some people also according to the posters of the word root structure and palindromes to explain the meaning of the word posters, that posters from the "post" transferred to the "post" meaning for the post, so posters are all posted on the post of the notice. The world's earliest posters are in 3000 years ago in Egypt, a search text ads, size 20cm × 25cm, the content of the hunt for a runaway slave, the posters are now stored in the Museum of London, England. The world's earliest printed posters are found in the 11th century (Song Dynasty) in Jinan, Shandong Province, China, Liu family kung fu needle store of an advertisement posters, is now in the Museum of Chinese History. Poster in the country there is a name called "poster", no Chinese dictionary on the "poster" word for a special explanation, but according to legend in China during the Qing Dynasty, there are foreigners to the sea ship carrying foreign goods in China's coastal piers, and will be poster posted in the dock Along the streets of the conspicuous place, to promote its goods, coastal citizens called this poster for the poster. According to this development, all similar posters and other posters with the purpose of transmitting information are called "posters". Poster as a visual communication art, can best reflect the form of graphic design features. It has the most important basic elements of visual design, its design concept, means of expression and techniques more typical of other advertising media. The creation of the world's authoritative design institutions, the international billboard exhibition is held continuously, as well as the publication of the relevant billboard design monographs, billboard yearbook, a strong impetus to the modern billboard towards a higher level of force to the reverse exhibition, so that the billboard is still in the visual performance of the main axis of the position. Important international poster exhibition are: Warsaw International Biennial of Poster Design Art, Poland; Brno International Biennial of Graphic Design Art, Czechoslovakia; Colorado International Invitational Biennial of Advertisement and Poster, U.S.A.; Mexican International Biennial of Advertisement and Design Art, Mexico; Moscow International Advertisement and Design Biennial, Russia; Finnish Lahti International Advertisement and Design Art Biennial, and so on. Seeking preface for thesis on the commercial value of illustration a market prospect of commercial illustration "In ancient times, an illustrator was very prestigious, he was the spokesman of cultural hierarchy and class domination; in modern times, the illustrator was very avant-garde, he was the man of the hour who preached revolutionary ideas and satirized the current ills; in modern times, the illustrator was very noble, he was the attendant who beautified the life and mitigated the contradictions. " Domestic outstanding illustrator Wang Dongsheng said. At a recent lecture on illustration at Renmin University, Wang Dongsheng put out the title "Happy and Rich Commercial Illustrator". "The illustrator is a staff member or a clown, a spice when the scene changes. And sometimes, he is the flag-raiser who decides whether the battle is won or lost." "Happy and rich" is a true description of the quality of life of the few who are in the industry, but it is far from being the general state of life of this professional group. "When the rules of the industry are not yet formed, and you succeed, you are the one who makes the rules." The illustration industry has left many gaps in China, which is of pioneering significance for every illustrator's practice. That is, with the development of modern technology and modern tools, the future of illustration is very broad. Children's book illustrations, commercial advertising illustrations, including government regulations, and general traffic regulations, etc., all need a lot of illustrators. There are also commercial advertisements. For example, when a new building starts, the periphery of the building wall and the publicity of the building will need a lot of illustrators to do these things. Illustration even from the paper out, to the wall, the environment to expand, including science and technology aspects of science fiction, as well as like animal and plant specimens, illustrations and so on to do illustrations, the need for talent is very broad. A netizen named ilughoiu wrote in the virtual illustration survival society, "Unfortunately, a significant portion of illustrators are engaged in pirate processing in some studios, illegal companies, and so on. And their level is quite high! The patterns on some paper products (letterheads, envelopes, greeting cards, etc.) that we usually see on the market are from their hands, of course, the vast majority of them are plagiarized, and sometimes, how many illustration drawings can you see on the magazines that you flip through? Photos dominate everything! On an optimistic note, this is a good thing. Because it shows that illustration has a lot of room to grow." Another netizen, albert, said, "I think it will not be the commercial illustrators but the artisans who will starve to death! Many foreign publications use commercial illustrations, with the benefit of copyright. With China's emphasis on copyright, I envision that there will be an increasing demand for commercial illustration in China. Commercial illustration is a very rich and happy profession. Because every stroke is associated with a direct payment." In any case, China's commercial illustrators are converging in one direction under the call and organization of some people, and this soon-to-be-formed professional community will become the source of China's illustration power in the future. Two commercial illustration in the domestic market state of the domestic commercial illustration industry can be said to be in a state of crisis, such as walking on thin ice! After the WTO protection period in 2008, our cultural form will face an unprecedented impact on the local illustration is also a lonely hand. Not to mention the fact that the number of illustrators is so small that they cannot become a pillar of strength. As far as I know, illustrators from Hong Kong, Taiwan and Canada have already landed on the coasts, and in a few years' time, a large number of foreign art laborers will pour into the country to seek for gold, so will we be able to hold on to our own cultural positions? Compared with foreign countries, there are the following deficiencies and urgent improvements: 1: the conversion between culture and business is too slow. 2: the social cognition is not enough. 3: there is no reserve of talents. The division of labor in foreign illustration production is very rich, and illustrators are divided into many aspects according to their different styles and different visions. Some do illustrations for books, specializing in books; some specialize in advertisements; some specialize in wall paintings for outdoor. In terms of tools and methods, illustration has broken away from the old way of just using colors and brushes, and the means have also become very rich. That is to say, an illustrator is required to be able to master a variety of means and have a flexible thinking. Qi Baishi, a great Chinese painter, once said a very famous sentence: "The beauty of painting lies between likeness and unlikeness, too much likeness within the vulgar, unlikeness excites the world." What he meant by this is alienation. If this concept is extended to today, it means that between yes and no, between reasonable and unreasonable, between right and wrong, it is always looking for a kind of fusion among the contradictions, and then produce a new thing, that is, to produce a sense of freshness. Through some information access, I realized that: the middle and lower levels of China's advertising industry are local advertising companies, which are small in scale, large in number, with few customers and low fees. A large or medium-sized city may set up and close down hundreds of such companies every year. Although they also need a lot of illustration work, given the shyness of their pockets, they often steal established images to cope with the situation. Even if they hire an illustrator to specialize, they are often unable to offer a generous unit price due to the limitations of the client's budget. The upper echelons of China's advertising industry are the larger multinationals, the 4A or quasi 4A companies, such as Japan's Dentsu, the US's McCann, and France's Nimble, whose main clients are still their original international clients, such as Nescafé, Intel, Sony, Coca-Cola, and so on. In fact, these advertising companies originally followed the development of their original clients and landed in the mainland market, only to enter and occupy the mainland market for 10 years, the companies have been localized to seize the mainland's local advertisers, dividing up the largest market share in the country. At the beginning, the international background of these companies made almost all the illustration work exclusive to overseas illustrators. After a few years of development, the benefits of local illustrators were recognized: cheaper prices, painting styles with local characteristics, and work that could be monitored without geographical distance. So in recent years, it seems that there are more and more local illustrators, but the really important illustrations are still sent out to Hong Kong and other places for production. Price, the domestic general illustrator charges about several hundred to one thousand dollars / piece ranges, in the domestic work of Hong Kong or Taiwan illustrator charges several thousand to ten thousand / piece ranges, and sent to Hong Kong illustration work charges about ten thousand to several tens of thousands of dollars / piece, of course, this price is only suitable for the general sense of the advertisement work and to sub-professional painters. If it is a special kind of painting and painters outside the circle, it is another matter. For example, in 1997, Wisdom Advertising Company purchased an illustration from a local Yang Liuqing painter, worth 70,000 dollars, this price is sold as a "whore" professional illustrators absolutely can not get. But this is still not up to the price of a real work of art! China's advertising industry relies too much on computers and photography. Because of the level of time production and individual illustration creation of the uncontrollability, we would rather spend three thousand dollars to go to the gallery company to rent a picture with the computer to change a change (often in the original image is pasted into the product image), but also not willing to use half the price to hire an illustrator. So our illustrator is often just to visualize the idea so that it is easy to communicate with the customer "proposal sketch" painter. Once the proposal is approved, it's up to the photographer and the rental company to take care of the next step. In fact, the most lucrative job has never been illustration in the true sense of the word, but rather a variety of split-screen proposal scripts "TVSee". The demand for proposals was high and the requirements were low. You can draw at least twenty shots in eight hours a day, and each shot costs one hundred dollars, so you can earn two thousand dollars. If you work for a week, you can earn 10,000 dollars. However, if you are drawing real illustrations for print publication, the requirements of each company will immediately be harsh. According to five thousand dollars per sheet, two days can draw a, but will definitely be modified, the first modification by the advertising agency, change to the advertising agency is satisfied before being sent to the client review, of course, the client must not be short of modifications (and this opinion is often still and the advertising agency's initial modification of the views of the contradiction), and then there is again and again, and again and again, the pain of modification, to complete a five thousand dollars illustration, often need a week, the income is very low, and it will take a week to complete a five thousand dollars illustration. often took a week, and income plummeted! In today's world, illustrators are no longer so lucrative. Advertising illustration is also likely to become so, we all go to draw no need to level, but money-making draft illustration, and finally become the mainland illustrators specializing in drawing a hundred dollars a week ten thousand dollars of things, while thirty thousand dollars of illustration is sent to Hong Kong all the time. Long-term low level of work so that everyone's creativity can not keep up with the market, the price is even more can not go up. However, since China's animation is still developing, it is likely that one day a large number of animation talents will emerge in the country, and so will our illustrations. Wang Dongsheng said: "There will be an illustration boom in 2008 and 2010, and China needs to prepare for it five years in advance. When foreign illustrators enter China, we can't give the market away."