This article mainly discusses the important role of modern graphic design in advertising creativity, as well as the theory and methods of how to use modern graphic design in the process of advertising creativity and production.
Modern graphic design and advertising creativity is an important content of arts and crafts, and it is also a difficult point for the self-study examination of arts and crafts. Here is an analysis of this content with specific examples, with a view to helping self-education candidates.
The essence of modern graphic design is to convey information. This information is through the visual construction system to achieve the recognition and identification of information. Information must be conveyed by its elements, and the elements of information are composed of shapes, colors, and textures. Understanding of the shapes and colors in the elements is not only in the two-dimensional space, but also in the three-dimensional space. Qualitative understanding, not just paper, even photography, sound, etc., is an understanding of quality. The combination of chromo-plasma constitutes a visual language. It includes: 1. The induction of directionality of visual information. 2 modality hints. 3 view of the preferred. 4 related elements.
Modern graphic design refers to the spatial orientation of constituent elements under the rules of visual motion. Its general construction principle is the whole of experience composed of perceptual activities. Form is the active organization of perception, the result of construction, not the object.
About the characteristics of graphics:
The background of the graph: In the complex construction graphics, the perceptually active organization in which the structure plays the dominant factor is called the graph. The subordinate structure is called background. Similarities in graphic construction: The degree of similarity in various parts of the graphic design helps us determine the intimacy between the parts, that is, the unity of integrity.
Continuity of graphic construction: In a graphic composed in a certain order, if new components are added, these new components are easy to see as the continuation of the original graphic. Closed: The closed figure is easy to see as a whole.
About the performance of modern graphic design:
(1) Bifurcation graphics. (Multi-purpose graphics)
Dichotomous graphics alternate the background and graphics to make it a meaningful whole. (such as: Lu graphics, the use of the transformation of maps to form a coexistence of cups and humanoids).
(2) Dissimilar spatial graphics. (contradiction space)
Using two-dimensional space to shape three-dimensional space differences, characteristics, and unrealizable, constitute the coexistence and contradiction in space. (For example: Fukuda, male, poster design of a solo exhibition, two different directions of curls, constitutes two contradictions in space).
(3) Constancy graphics:
When perceiving the physical characteristics of an object, the perceptual image does not change in phase. The stability and invariability of this perception is called constancy. (For example, no matter how a glass of wine is tilted in life, the wine in the cup is always a horizontal surface, and the drawn glass is tilted, and the horizontal surface will naturally be tilted. This will create a sense of incompatibility with human perception.)
(4) Viewpoint specification:
From a specific angle of observation, an unexpected trait phenomenon is induced, and a viewing angle specifying pattern is called. (For example, a letter on a New Year's card. When viewed normally, only some line types are seen. When tilted to a certain point of view, these lines will be linked together so that the letters above can be seen.)
(5) Closed graphics:
Using the mental closing effect of the form, the figure formed is called a closed figure (for example: two different color circles intersect, although the colors are different, but there is an overall feeling.
(6) Heterogeneous graphics:
Under the premise of the original material characteristics, its morphological characteristics are changed and it is possible to form in the impossible. (For example: showing anti-war posters, a peaceful pigeon on a curved barrel, a knot on a porcelain spout, etc. are heterogeneous graphics.)
(7) isomorphic graphics:
The isomorphism is a graphic formed by the similarity between the physical states. The similarity can be visual, psychological, or similar in experience and knowledge. The essence of isomorphism is mapping, and the structure of a system is made through mapping. , Expressed in another system.
a: The meaning is isomorphism: Through the attributes of one thing, the attributes of another thing are expressed, so that people's association is used to express information (for example: "The Third Asian Art Exhibition" advertisement will be the headdress of Indian dance, the mask of Chinese Beijing opera. The eye, the mask of the Thai song dancer mask and the mouth of the Japanese Faust picture print dissolve into one, forming a complete figure avatar, representing the theme of different artistic styles in Asia.)
b: Formal isomorphism: The form and structure are the same. (For example, the posters for protecting trees, the shapes of candles and trees are all cylindrical, the forms dissolve in one, and burning candles is equivalent to burning trees, so they can be very novel and unique. American Red Cross Society Advertising, Handle and Red Cross The logo is homogeneous, showing that the Red Cross will donate funds to the public to engage in the public welfare work to help the wounded.) c: Like-minded and isomorphic: The dual meaning of the meaning and the form factor is to use the common medium and factors to be isomorphic. (For example: Fukuda's eco-friendly posters and the wooden handle on the tree-cutting axe had new techniques. When the Asian Games in the Eleventh Asian Games advertised the performance of the Asian Games Torch, the flames were similar to the sub-words, showing obvious themes. )
The design of graphic advertising in China is just in the ascendant. In the face of our economic and social environment for reform and opening up, the level of advertising design needs to be improved and developed. In particular, advertising design should be in line with international standards. Graphic design is a professional knowledge and method that can The better application of advertising design, we must require that in self-study pay attention to theoretical knowledge and practical application of effective combination, to avoid only the self-examination through a single idea. Create your own graphic language so that you can create the best design, which is our greatest success in self-study.
Author / Yan Libao, Sun Hongbo
Reprinted from: Design Online