The so-called graphic creativity, refers to the graphic as a modeling element of the illustrative pictorial image, by a certain form of composition and regularity of change, to give the graphic itself a more profound allegory of the creative behavior.
Graphic creativity should let people have a consistent cognition, have a certain thinking, reach **** knowledge. Such graphic creativity can be y rooted in people's hearts and minds, and be recognized and respected by the public. But how to solve this problem through a special way of thinking is worth thinking about.
Graphic creativity of the performance of graphics can be understood as all diagrams and types other than photography. Graphics with its unique phenomenon force, in the layout composition shows a unique visual charm. Graphics is an important material to form the character of advertisement and improve visual attention in the elements of plane composition. Graphics can subconsciously influence the communication effect of advertisements. Graphics occupy an important part of the page, and in some cases, even the entire page. Graphics can often attract people's attention, and stimulate reading interest, graphics to give people a visual impression to be better than the text, the rational use of graphic symbols. 1, graphic design language graphics as the language of design, pay attention to the words clearly. In the processing 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 should be in the treatment to live in their respective different characteristics. The graphic expression of creativity is to give full play to imaginative thinking and creativity through profound thinking and systematic analysis of the center of creativity, and to visualize and visualize the imagination and ideas. This is the last and key 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 respective 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 narrower sense, and are expressed in the broader sense of visual graphics, body movements, music, etc. "Strange", "strange", "weird" graphics is not the goal of designers, easy to understand, simple and clear graphic language is necessary to achieve a strong visual impact, so that the public can recognize the theme of the advertisement. In order to facilitate the public's knowledge, 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 interesting 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 connection between graphic design is a visual space design of a symbolic image of the process of visual communication is more direct, teach accurate communication media, which plays an important role in communicating between the people and the culture, information, and the role of the public. It plays an important role in communicating people with culture and information. In graphic design, the use of semiotics influences the expression of graphic design's representational thinking. It is also because of its existence that the information communication of graphic design is more scientific and accurate, and the expression methods are more colorful. The famous Italian semiotician Eco proposed: the symbol is defined as any such thing, which, according to the established social habits, can be regarded as something on behalf 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 left behind the paw prints, so that people know that there has been The paw prints left by the geese on the mud swamp and the snow, let people know the fact that there have been geese passing through this place, and can be inferred from the size of the geese and other information. The paw prints are the sign X, and the geese are not Y. Semiotics is the science of the law of signs. In a racing venue, the designer paints the walls of the turn as a pattern of black and yellow stripes to remind the driver to concentrate 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's fear of the graphic and vigilance is the same as the people **** life experience of tigers or bees 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 color green is more often used in medicine, environmental protection and other design issues about the field of life. Graphic design itself is an expression of symbols, 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 that the audience confirms with their own experience, and ultimately understands the thoughts and feelings that the designer wishes to express. 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 "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 Warring States period, the famous thinker Zhuang Zi in his work "Zhuang Zi outside the book" has pointed out that: "the words so care, get the idea and forget the words," that is: between the language and the thing there is a relationship between the representations and the things that are represented, language is a representation of the thing, the thing is a representation of the language, the task of the language is the thing that is conveyed, the role of the language is the thing that is represented, and the role of the language is to convey the information. 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 precisely the use of a certain media to represent or indicate a certain thing is actually 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 use symbols to think, and 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. Three Types and Levels of SymbolsFrom the association between a symbol and the object it refers to (i.e., the thing or field it points to and relates to), it is now generally agreed in the field of symbol theory research that symbols can be distinguished into the following three different types, as well as the three levels of symbolsImage symbols (ICON) Image symbols are constructed by simulating an object or by their resemblance to an object. A portrait, for example, is an image symbol of someone. People have an intuitive perception of it and can recognize it through the image resemblance. Indicator symbol (INDEX) Indicator symbol and the object involved in the causal or spatial and temporal correlation. For example, a signpost is an indicator of a road; a door is an indicator of a building exit. Symbol (SYMBOL) symbols and the object referred to by the symbols are not necessarily or intrinsically linked, 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 the peach is 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 that the audience corroborates with their own experience, and ultimately understands the thoughts and feelings that the designer wishes to express. 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 "to do a good job, you must first sharpen your tools" has been newly interpreted here. Grasping the variable thinking of 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 broader 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 variable in the transformations 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 Henan Anyang Yin Shang site unearthed a large number of tortoise shells and animal bones, engraved with a large number of hieroglyphic characters, known as the oracle bone text, which is the earliest text in China can be examined. These characters were used to record the results of divination, that is, to record the symbols of events. With the passage of time, today, thousands of years later, except in the eyes of archaeologists, it still retains the characteristics of a symbol for recording events, in the minds of the vast majority of people, these difficult to recognize characters have 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 recurs, and the message it conveys is no longer the result of ancient people's inquiries about their fate, but a reminiscence of that era, where these characters have become a reminder of the glory of thousands of years of Chinese civilization. The character "____" (___), a kind of ancient talisman, talisman or religious symbol, is often considered to be a symbol of fire or the sun. Often regarded as a symbol of fire or the sun, it has appeared in many countries and regions. In Asian countries such as China, the "_" is a Buddhist symbol, meaning "the collection of good fortune" in Sanskrit, and is considered to be the auspicious image that appeared on the chest of Shakyamuni, and is used as a sign of "all virtues and good fortune". "B. Different Time and Space, Different Symbols Referring to the Same ThingOur society is experiencing more and more rapid changes, and the changing time and space give new meanings to things, and things are also changing the symbols that represent them 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 updated and changed. 2002, the rogue rabbit's look was popular in the capital, and it conquered the audience with its wonderful plot and eye-popping visual effects. Many friends will ask each other "Have you seen Hooligan Rabbit" when they meet, undoubtedly, watching such an animation is the embodiment of fashion, which has become one of the many symbols representing "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 part of a lifestyle in which you always have your finger on the pulse of fashion. There are few issues as complex and fundamental to human civilization as those related to symbols, which are related to the entire realm of human knowledge and life, and are a universal tool of the human world, just like motion 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 the text, has always been the designers are happy to create material. China has always emphasized the homology of calligraphy and painting. The text itself has the beauty of graphics to 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 easy to find the graphic elements in the characters. Graphic characters are the re-graphic re-creative fonts based on the Chinese characters that have been developed for thousands of years. It uses the products of modern society as the material for creation, and at the same time uses this creativity to express certain behaviors in modern society. To create a modern atmosphere, make 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. So I went around "→" to find all kinds of characters related to it, and this similarity of the relevant structures, the extensibility and limitations of the language, and the new structure gave this Chinese character a specific meaning. Textual graphics, that is, the text as the most basic unit of points, lines and surfaces appear in the layout. It becomes a part of the layout, or even the whole, to achieve a graphic and unique layout composition form. Imagery of Chinese characters graphic creativity is derived from the idea of graphic creativity and the development of the idea that 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? This is the concept of "new meaning for old characters". Text plays a major role in the constituent elements of print advertisement, and it is only second to graphics in terms of visualization. In the text arrangement: 1) the advertisement in the text area, that is, the picture of the text according to the number of text units and content, the area of the arrangement. Through the text of the area size changes, so that the text to form the size of the area is not equal to the combination, so that the text part of the screen appears flexible point, line, surface layout, so as to create a compact layout for the layout of the different effects such as compactness, comfort, etc., which can make the reader to reduce the burden of reading and increase the interest in reading, but also to make the advertisement layout of the layout of the rhythm, rhyme and visual impact. 2) The text of the layout should also pay attention to the text The text effect itself. The composition of the picture, the different focus of the text content, with different fonts to show that the design of the commonly used techniques, but too many fonts on the screen appears to be unsettled, the font is too little and lack of the necessary anger. The number of fonts often implies the amount of the core content of the advertisement. Combining graphic symbols with words, re-constituting new concepts of words, narrowing down the connotation of the word itself, giving it a specific meaning, or re-interpreting its literal meaning; graphic treatment of words, treating the form of words as an image, taking the meaning of words as the fundamental guiding principle of creativity, expanding the meaning with the change of form, restricting the metamorphosis of the form with the meaning, and carrying out the imaginative treatment of words. LongIslandAquarium 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 "fish"; and because the enterprise is a modern enterprise in Hong Kong, the designer adopted the initial letter "L" of the company name. As far as the design of Chinese characters is concerned, the conception must be in place and accurate, so as not to affect the main image of the characters themselves, not to mention that it must not be misleading, and the designer must seize the focus of creative design and emphasize the understanding of the literal meaning of the design, which consists of two important aspects: (1) it is a plotting and psychological spatial layout based on the meaning of the characters and their structure, and borrowing from pictorial and symbolic treatments. (2) The creative design of Chinese characters must pay attention to the long history of the Han people, which has been a major source of inspiration for the design of Chinese characters. Creative design 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 depends to a large extent on whether or not the graphic performance of advertisements can catch the consumers and cause them to be impressed by the graphics. Relative to the text, graphics have dynamic picture elements. From the use of three aspects to consider: 1) the use of graphics should be less and more 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, pinpointing the theme, can be one for ten; and more than two graphics produced after the visual impact of the relative weakening of the atmosphere of the screen appears bland. 2) the area of the graphics depends on the importance of the graphic factors. Large area graphics are often used to render the atmosphere, can produce a strong impact. Especially outdoor large-scale advertising posters, it is more necessary to image vivid pictures to catch the reader's eye to achieve the purpose of instantly conveying information, small area pictures are 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 ads directly affect the effect of the advertising. In conclusion the purpose of graphic design is human to human communication, as designers we learn to use the tools of semiotics, will make the design more effective function. Design, as the media to convey ideas, itself is the symbol, design and by the symbols of the elements, the designer successfully selected, combined, converted, regeneration of these elements, brought together to become the symbols referring to their own ideas, to become their own and the audience *** with the recognition of the symbols, the graphic symbols and text together, re-constitute the word new concepts, narrowing down the connotation of the word itself, to give it a specific meaning, or to re-interpret its literal meaning, or to re-interpret its literal meaning, or to re-interpret its literal meaning. Or to re-interpret its literal meaning; the word for graphic processing, the shape of the text as an image 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.