What is design? Generally speaking, it's like handing out business cards. On the one hand, let the other party know us, on the other hand, the business card should be beautiful and generous. Basically, practical and beautiful business cards are born of design; However, what is the motivation of design? Of course, it is for the needs, business needs and communication needs. This phenomenon is just like that human beings need light on the one hand and invented candles and electric lights on the other. So design can be explained by invention. If we look at design from the perspective of invention, designers are scientists, racking their brains, unless it is to create human civilization. Therefore, if we first establish such a complete and sound concept about design, and then engage in commercial design, we can pass various commercial designs.
The concept of beauty is very abstract, especially for non-academic people. However, we can be sure that when most people have similar choices, that is, the design of the business card itself has reached a certain formal beauty. Since the Greek philosophers Aristotle, Kant, Hegel and others made a famous study on the form of beauty, together with modern psychological aesthetics scholars, after various analyses and comments, the form of beauty has been sorted into seven major items. However, we must also understand.
1. Rhythm: It is not easy to use the phantom of words or set the composition of graphics to express rhythm. But according to the analysis of modeling methods, it can be generally divided into two types: repetition and gradual change. When these two methods are used interactively with regular or irregular phenomena, they can develop into infinite graphics.
2. Symmetry: it can convey the psychological feelings of order, stability, static solemnity and majesty; For example, a shape that is equal to the left or right or up and down is called substantial symmetry; Symmetry occurs when the left and right sides or the upper and lower sides are not completely equal, but the sense of symmetry can also be produced visually.
3. Contrast: Comparing two relative elements, such as straight line and curve, long and short, thick and thin, bright and dark, black and white, big and small, sharp and blunt, produces the phenomenon that the strong is stronger and the weak is weaker; And emphasize each other's characteristics to set off the beauty of contrast.
4. Balance: When two or more components are evenly distributed and reach a stable state, it is called balance. Normal balance has a sense of stability and stillness; Abnormal balance presents an unstable and dynamic feeling, but it is rich in emotions and changes. General modeling, substantial color, light and shade, size, texture and other sensory balance.
5. Proportion: Among the proportions, the most talked about is the golden ratio; Greek art mostly uses 1: 1.6 18 to find the beauty of order change. Length ratio, diagonal ratio, dichotomy ratio, trichotomy ratio, etc. It's all normal proportions.
6. Harmony: When two components exist at the same time, if the characteristics are too strong or too far apart, there will be a contrast phenomenon; If the two can reach an agreement and do not exclude each other, then they are in a harmonious state. For example, black and white are contrast, and the gray between black and white is a kind of harmony, so harmony can be explained by the golden mean.
7. Unity: There are many factors to achieve unity, such as color, shape, direction, lightness and texture. Have this function; Unity can be explained by domination and subordination; When many opposing elements coexist, there is a phenomenon of rejecting competition, which needs a main theme to integrate. With the theme, there is unity, the theme is dominant, and other parts are subordinate.
(1) How to design a business card?
The basic concept of design is to gather [components] in a field and interact with each other; This function conveys a message in the known background, which is conveyed through the visual adjustment and clever handling of components within the design scope. Basically, these elements are composed of fonts, logos and illustrations, plus the dominant effects of black, white and color. The components of business cards are usually in the form, color and pattern designed according to CI manual or letterhead. The size and shape are often cut according to the size of the wallet; The content is decided by the customer. In order to make the design unconventional, we should give full play to creative and dynamic ideas and make the designed business cards different from ordinary traditional business cards. Although the expression of business card design varies according to industry, appeal angle or customer; The materials that make up the picture are generally certain, and these materials are important elements of business card design, which are called [components] of business card design.
1. The elements of shaping are: illustrations (like miniature or decorative patterns), signs (signs shaped by patterns or words), trade names (standard fonts of goods, also called synthetic words or trademark words), decorative frames and shading (beautifying the layout and setting off the theme)?
2. Writing elements include: company name (including the company's full name and business items in Chinese and English), advertising language (a complete short sentence expressing the company's style), name (professional title and name in Chinese and English), and contact information (address, telephone number, mobile phone, pager and fax number in Chinese and English)?
3. Other related factors: color arrangement (matching of hue, lightness and chroma) (overall arrangement of characters and patterns)
These elements belong to the design of business cards, and each has a different mission and function. If these materials are scattered and act alone, they will not be able to give full play to their effects; Therefore, how to make these elements keep in touch and play a unified communication role is an important work of arrangement, which can be said to be the visual unified design of elements; However, it is meaningless to arrange elements only by aesthetic feeling. The real purpose of layout is to beautify the layout and give it functional visual layout.
It is best to pay attention to simplicity before and after making business cards!