3, flat graphic design and text in common.
Mr. Keller, one of the representatives of the movement, said: "Fonts should be graphic elements. Font graphics are a highly unified form and content."
The graphical character of the text has always been a creative material for designers. China has always studied paintings and paintings with the same origin. The text itself has the beauty of graphics and reaches artistic realm. Oracle began as early as in ancient times. So far its text structure still meets the principles of the composition of graphic aesthetics. The world’s text is also in the form of images and symbols. Therefore, it is an easy task to find out from the text what constitutes graphics.
The graphic characters are based on the Chinese characters that have been developed for thousands of years, and then the fonts are re-creative and creative. Using the products of modern social development as creative material, at the same time using this creativity to express certain behaviors in modern society. Create a modern atmosphere and make the writing ideas modern. Not only from the form, but also from the content to further deepen the content to be expressed, is an imagery of imagery. In the beginning of my creation, I searched for the most expressive creative material in modern times. Starting from the shape of characters, I studied the characters and frames of many characters. From the visual life of reality, we discovered the behavioral symbol “ → †that is most easily expressed and understood by people. So I revolved around the “→†to find a variety of texts related to it. This similarity of the structure, the extensibility and limitations of the language, and the new structure give this Chinese character a specific meaning.
Text graphics are the points, lines, and faces where text is the most basic unit. Make it a part of the layout, and even the overall reach of graphic and textual, unique layout forms.
The idea of ​​creative imagery of Chinese characters is developed from the idea of ​​graphic creativity. It treats the text itself as a kind of graphic, plus its own textual connotation to extend the meaning of graphic changes. However, this graphic text is different from the original text graphic. The former is a graphic and the latter is a text. The text is based on the original graphics. The modern text and graphics are developed and changed on the basis of the existing text, and have a deeper cultural connotation and new expression than the original graphic text. The hieroglyphs are merely the understanding of the surface shape of things, and they are simple linguistic symbols that convey information. They were produced in the specific circumstances at that time, and they could not be called words. Moreover, the development of modern Chinese characters has become more systematic, more complete, and unified and standardized. The creative imagery of Chinese characters is based on this idea and then the graphic creation, the use of modern social development products, modern element symbols, and the structure of Chinese characters. Graphical, creative, and let people think of the other meaning of the change in the existing familiarity of the Chinese characters, that is, the concept of "new words and new ideas".
Text plays a major role in the elements of print advertising and is visually second only to graphics. When writing texts: 1) The area of ​​the text in the advertisement is the layout of the area according to the number and content of the text units. Through the change of the area size of the text, the characters are formed in a combination of unequal sizes and areas, so that the elasticity of points, lines, and surfaces are arranged in the text part of the screen, thereby creating a compact, comfortable, and other different effect for the layout of the layout, enabling readers to read. Reducing the burden and increasing interest in reading can also lead to rhythm, rhythm, and visual impact in the layout of the ad layout. 2) Text layout should also pay attention to the text itself. In the composition of the text picture, the text content of different key points is expressed in different fonts, which is commonly used in the design. However, if the number of characters is too large, the picture becomes unsettled, and the font is too small and lacks the necessary anger. The number of fonts often implies the core of the advertising content.
Combining graphic symbols with text to reconstruct the new concept of a word, narrowing the connotation of the word itself, giving it a specific meaning, or reinterpreting its literal meaning; processing the word graphically, putting textual The image is treated as an image, and the meaning of the text is taken as the basic guiding idea of ​​the creative idea. It is to expand the meaning by deformation, and to limit the transmutation of the shape by intention, and to carry out the image processing of the text.
Long Island Aquarium is a modern aquarium company. The company's logo is designed by Hong Kong designer Cai Yongyao. Because it is an aquarium company, the basic shape of the logo will be considered as a "fish" shape; and because the company is a modern enterprise in Hong Kong, so the designer used the initial letter "L" of the company name.
In terms of creative design of Chinese characters, they must be conceived in a correct and accurate manner. They must not affect the main character of Chinese characters themselves, and they must not be misled. Designers must grasp the focus of creative design and emphasize the design of understanding of literal meaning. It includes two important aspects. Aspects:
1) It is a spatial layout of plotting and psychicization based on the meaning and structure of the text, borrowing graphic and symbolic processing.
2) The creative design of Chinese characters must pay attention to the Han nationality in the long-term use of Chinese characters in the process of forming a special national psychology - Wang Wen business and conformity with the aesthetic concept. The latter is the focus of the creative redesign of Chinese characters, which allows the designer's intentions to communicate with the viewer's mind and integrates the sound and shape of Chinese characters.
4. The performance of graphics in advertising works
People are exposed to advertising and can make a deep impression. It depends to a large extent on whether the performance of graphics in advertising works can capture consumers and cause consumers to resonate. Compared to text, graphics have dynamic screen components. Consider using three aspects:
1) The number of graphics used should be small and refined. For most advertising works, the use of graphics is absolutely different. One or two pictures of high quality and high quality, with vivid and prominent images, highlight the theme in one shot and can be worthy of ten; and the visual impact generated after more than two figures is relatively weakened, and the picture atmosphere is dull.
2) The area factor of the graph depends on the importance of the graph. Large-area graphics are often used to render the atmosphere and can produce strong impact. In particular, outdoor large-scale advertising posters need vivid images to capture the readers' sights so as to achieve the purpose of instantaneously conveying information. Small-scale pictures are used to help and deepen the impression of readers. Mail advertisements, newspaper advertisements Because their readers have a lot of time to read advertisements, the graphic part can be relatively weakened, and the text can be strengthened.
3) According to people's habits and emotional factors, the reader's perception of advertising directly affects the effectiveness of advertising.
In short, the purpose of graphic design is to communicate with people. As designers, learning to use semiotic tools will make the design more effective. Design, as the medium that conveys thoughts, is itself a symbol. Design is also composed of symbolic elements. Designers successfully select, combine, convert, and regenerate these elements, assemble them into symbols that refer to their own ideas, and become recognized by themselves and their audiences. The symbol, which combines the graphic symbol with the text, reconstructs the new concept of the word, narrows the connotation of the word itself, gives it a specific meaning, or reinterprets its literal meaning; the word is processed graphically, Treating the shape of the text as an image, taking the meaning of the word as the basic guiding idea of ​​the creative idea, expanding the meaning with deformation, and restricting the transformation of the shape with intention, and performing the image processing of the text. This is the true formation of communication and the accurate and complete transmission of information. The process of designing this thinking is perfect.
Source: Education Papers