Creative graphics performance (1)

Graphics can be understood as everything except photography. With its unique phenomenological power, the graphic displays a unique visual charm in the composition of the layout. Graphics are important materials for forming advertising characters and improving visual attention in plane elements. Graphics can subconsciously influence the effectiveness of advertising. Graphics occupy an important layout, some even all layouts. Graphics can often attract people's attention and inspire reading interest. The visual impression of the figure is better than the text, and the graphic symbols are used rationally.

1, graphic design language

As a design language, graphics should pay attention to clarifying the words. In the processing must grasp the main features of the main, pay attention to the details of the key parts. Otherwise, the difference is 100%. For example, apples, tomatoes, oranges, etc. are similar in size, but in reality they are very different. This means that they have to deal with their own different characteristics.

The graphic expression of creativity is through the profound thinking and systematic analysis of the center of creativity, giving full play to imagination and creativity, and visualizing and visualizing imagination and ideas. This is the final and key part of the idea. How to analyze, how to think, and how to express it. Due to human-specific social labor and language, people's consciousness activities have reached a high level of development. People's thinking starts from the cognition of appearance and then records the appearance in the brain to form a concept, and then these are derived from actual life experience. The concept of generalization is fixed, so that the various objects and processes in the external world and even in the thinking world of their own generate corresponding images in the brain. These influences are separated from the direct external relations and are independent of the mind to maintain and operate. These impressions are based on a narrow language, and they are also expressed as generalized languages ​​such as visual graphics, body movements, and music.

The graphics of "odd", "different" and "strange" are not the goals pursued by designers. The easy-to-understand and concise graphical language is the necessary condition for achieving strong visual impact, so as to facilitate the public's understanding of advertising themes. , understanding and memory.

In certain artistic philosophy and visual principles, creativity has been used for thousands of thousands of years of imagination and artistic creation. As a creative and fun creative thinking activity, in the current graphic creativity and advertising design, it appears as a visual image, and it has a certain creative form.


2. The essential relationship between graphic design and symbols

The graphic itself is a symbolic image in visual space design. It is a relatively direct and accurate media in the visual communication process. It plays an important role in communicating people, culture and information. In graphic design, the use of semiotics influences the representation of graphical forms of thinking in graphic design. It is precisely because of its existence that the information conveyed by graphic graphic design is more scientific and accurate, and its expression methods are more colorful.

The famous Italian semiotic scholar Aike proposed to define the symbol as any such thing. According to the established social habits, it can be regarded as something that represents something else. ---- A symbol X represents Y that is not present. The idiom Yan Nihong Chong vividly and accurately expressed the concept of the symbol. The paws and seals that the geese left on the mud and snow have made people aware of the fact that the geese once passed here and can infer the size of the geese. information. The paw print is the mark X, and the goose is not Y. Semiotics is the science that studies the laws of symbols.

In the racing field, the designer paints the walls of the corners with a pattern of black and yellow stripes to remind drivers to focus and alert them to accidents. This is because every time people see black and yellow stripes, they will inadvertently produce fear and vigilance. This kind of feeling not only comes from the visual characteristics of the pattern colors, but may also cause people with black and yellow stripes. It is related to associations of animals that may pose dangers such as tigers or bees. People's fear and alertness to such figures are a continuation of the fear and vigilance of tigers or bees in people's common life experience; It often makes people feel happy and relaxed. It feels like being in a thick jungle and fresh air, and life can grow healthily under the natural environment. Therefore, green is being used more in medicine, environmental protection, and other design topics in the field of life.

Graphic graphic design itself is the expression of symbols. Designers use it to convey their own thinking processes and conclusions to the audience to achieve the purpose of guidance or persuasion; in other words, the audience is also verified by the designer’s works and their own experience. Finally understand the thoughts and feelings that the designer wishes to express. Obviously, the graphic graphic design work as an intermediate media is now a symbol of the designer's thoughts and feelings, and whether the information that the symbol needs to be expressed can be accurately, quickly, and effectively accepted and recognized by the viewer. The sign of the success of the design work. This is determined by the designer's ability to select, combine, convert, and reproduce graphical symbols during the design process. It can be said that symbols are tools for expressing thoughts and feelings. The old saying "The workers must do their thing well," must have a new interpretation here.

As early as in the Spring and Autumn Period and the Warring States Period, Zhuangzi, the famous thinker of our country, pointed out in his book Zhuangzi External Chapter: “The speaker is concerned and he is conscious of forgetting”. That is, there are tokens and quilts between language and things. To characterize the relationship between objects, language is the representation of things, things are the representations of language, the task of language is the transmission of the information of the things, and the role of language is the medium that conveys information. Symbols are the things that use certain media to represent or indicate something.

In fact, it is a process of symbolizing the world. Thinking is nothing more than a process of selecting, combining, transforming, and regenerating symbols. Therefore, it can be said that people use symbols to think, and symbols are the main body of thinking. The graphic design is based on the purpose of information transmission. In the two-dimensional space, the position, proportion and relationship of the fonts are planned. It is no doubt a process of thinking, but at the same time, it is not a common sense. Thinking process.

Three types and levels of symbols

From the relation between the symbol and its referent (that is, its orientation to the object or field involved), it is currently widely recognized in the field of symbolic theory that the symbol can be distinguished into the following three different types, and at the same time, it is also the three levels of the symbol.

Image Symbols (ICON) Image symbols are constructed by simulating or being similar to an object. Like a portrait, it is a person's image symbol. People have an intuitive perception of it and can be identified by the similarity of the image.

Indicative symbol (INDEX) There is a causal or temporal and spatial association between the indicator and the object to which it refers. For example, a road sign is a road sign, and a door is a sign for a building's exit.

SYMBOL There is no necessity or intrinsic link between the symbolic symbol and the object to which it refers. It is a result of conventional conventions. The object it refers to and the acquisition of relevant meaning are generated by the feelings of many people over a long period of time. The collection of associations comes from social customs. For example, red represents the revolution, and peach is a symbol of longevity in the eyes of Chinese people.

Layout graphic design itself is the expression of symbols. Designers use it to convey their own thinking process and conclusions to the audience to achieve the purpose of guidance or persuasion; in other words, the audience is also verified by the designer’s works and their own experience. Finally understand the thoughts and feelings that the designer wishes to express. Obviously, the graphic graphic design work as an intermediate media is now a symbol of the designer's thoughts and feelings, and whether the information that the symbol needs to be expressed can be accurately, quickly, and effectively accepted and recognized by the viewer. The sign of the success of the design work. This is determined by the designer's ability to select, combine, convert, and reproduce graphical symbols during the design process. It can be said that symbols are tools for expressing thoughts and feelings. The old saying "The workers must do their thing well," must have a new interpretation here.

Grasping the variable thinking of symbols is a category of time and space

As a narrow-minded personal thinking, it has the long-term nature of life and the exploration of different living spaces. As a thinking activity of a broader human society, it has the immutability in the general sense and the applicability to all involved spaces. As the main body of thinking, symbols are also variable in the transformation of time and space.

â–  Different time and space, so that a specific symbol has different referents;
â–  Different time and space, different symbols refer to the same thing

A. Different time and space, so that a specific symbol has different referents

A large number of tortoise shells unearthed from the Yinshang site in Anyang, Henan Province, are engraved with a large number of hieroglyphs, known as Oracle, which is the earliest written Chinese text. These words were used to record the results of divination, that is, the symbols of the recorded events. Over time, thousands of years later, apart from the archeologists' eyes, it still retains the characteristics of the symbol of the recorded events. In the minds of the vast majority of people, these difficult-to-read words have become Thousand years ago the symbol of that era. In a large number of graphic design works, the image of Oracle has repeatedly appeared. The information it conveys is no longer the result of the ancient people's inquiry of destiny, but has turned into a memorial for people of that era. Here these words have become thousands of years of Chinese civilization. Glorious prompt

The character “卐”, which is an ancient spell, talisman or religious symbol, is usually regarded as a symbol of fire or sun. It has appeared in many countries and regions. In China and other Asian countries, "Bang" is a Buddhist symbol. In Sanskrit, it means "collection of good fortune." It is considered to be the Rui Xiang that appeared in front of Sakyamuni's chest. It is used as a symbol of "Wonderful Love".

B. Different time and space, different symbols refer to the same thing

Our society is experiencing more and more rapid changes. The changing time and space give new meaning to things. Things are constantly changing the symbols that represent it to adapt to its new meaning. The cognition of things that people living in such changing time and space is also changing, and the image-symbols built in the brain naturally appear to be different. Fashion, perhaps the fastest changing thing in society, varies from year to year, even from day to day. Symbols representing fashion are also constantly updated and changed.

In 2002, the rogue rabbit's style became popular in the capital, and it conquered the majority of the audience with its wonderful plot and impressive visual effects. Many friends will ask each other when they meet, “Have you watched the rabbits?” No doubt, watching such an animation is a manifestation of fashion. It has become one of many symbols that represent “fashion”. Many businesses on the market today have been inspired by this animation and created a group of images that resemble the characters in the movie. The purpose is to convey to viewers, purchase and use of such products. It is a fashion act that is similar to watching animated cartoons and is one of the lifestyles that you will always hold on to the pulse of fashion.

There is no problem like the relationship between symbolic issues and human civilization is so complicated and fundamental. Symbols are related to the entire field of human knowledge and life. It is a universal tool in the human world, just like the movement in the physical world.