In the process of modern advertising design, the creative thinking of advertising design is the soul of advertising design. The following is a graduation thesis of advertising design compiled by Xiaobian for everyone's reference.
Advertising Design Graduation Thesis Part 1: "On the Performance Elements and Visual Effects of Graphic Advertising Design"
Abstract: Whether print ads can impress consumers is closely related to their visual impact. This article explores five main performance factors that affect the visual effects of print advertising design. That is: images, colors, and text, and explained how to reasonably arrange the picture information by integrating these 5 performance factors to achieve the purpose of optimizing the visual effects of print ads.
Keywords: print advertising design; performance elements; visual effects; optimization
Print advertisement refers to the advertisement of various advertising media that conveys visual information in two dimensions of length and width. It contains performance elements such as graphics, color, text, and the arrangement of the three. Print advertising is one of the main means of advertising, and it should have a unique expression and emotion in design. Consumers are exposed to too much advertising information every day. The key to whether print ads can impress consumers is whether they have a strong visual impact. The visual communication effect of print advertisements depends on the appropriate use of graphic, color, text and other performance elements and the integration of the three.
A graphic element and visual effects
The graphic is a visual image that the designer presents in a certain form according to the abstract idea, expressing the connotation of the idea and the psychological intention. People understand the real life through the understanding of graphics, so as to achieve the purpose that the designer wants to achieve. Obviously, choosing a good visual vocabulary and its combination to explain the design theme is very important for designing print advertisements with good visuals.
First, use dynamic graphics to create visual impact. How to express dynamics in flat graphic design? Graphical asymmetry. The use of graphic size or positional contrast can produce dynamic pictures, the use of changes in the size of the graphic itself can produce a movement trend, and the change in the length of a set of straight lines can produce a psychological feeling of disappearance or approach. The use of different arrangements or partial enlargement and reduction of graphics can also produce dynamic and flat irregular spaces. The irregular space is the empty space layout of the flat space. The shape of the figure is solid, and the shape of the bottom is virtual. The virtual and real can be transformed into each other. When the viewpoint is placed on the real shape, the background becomes virtual. When the viewpoint is placed on the virtual shape, the background becomes solid. , The use of good and bad shape changes can create a strong sense of illusion and visual impact. The quotation of dynamic images attracts customers' attention by making photos with dynamic images (such as moving people or things, etc.). This is not difficult in the digital age. Blurred performance effect. Blur is also a way to express motion. People want to see clearly when viewing objects, and fuzzy graphics will induce people to explore psychology. Using it in graphic design can achieve more results with less effort.
Secondly, the use of graphics of the new opposite sex produces visual impact. The new and heterogeneous representations of graphics include heteromorphism, homomorphism, mixed-dimensional isomorphism, and contradictory expressions. Alien isomorphism refers to the use of a certain commonality existing between different shapes, to carry out isomorphism through painting or computer methods, to form a new but not real image in real life. Because different shapes have an internal connection in form and meaning, they can form imaginative and interesting graphics. Identical heterogeneity refers to the use of the same graphics. Variations in graphics are produced through changes in texture. The combination of graphics with different meanings or materials will form a brand-new graphics; mixed-dimensional isomorphism refers to a graphic composition method that displaces and mixes the shapes of different dimensional spaces. Shifting isomorphism at different spatial levels is a method of generating mixed dimensions. The use of this expression in advertising design has expanded a broader field of spatial expression-contradictory expression refers to the use of mutual borrowing of picture space and form itself in two-dimensional space to express contradictions and conflicts in three-dimensional space, enhancing visual dislocation and morphological tension , Create graphic riddles or magic graphics, bring interesting graphic structure and inspiring, rich graphic space.
Once again, the use of the sense of volume of the graphic produces a visual impact. The sense of body mass is visual tension. There are two expressions. One is large body mass, which is a partial enlargement of the displayed figure under the consideration of a reasonable visual acceptance range, highlighting the key points of expression, and the other is small body mass. The graphics are reduced to the limit of the viewer within a certain distance, forming a strong visual contrast with the background.
Two color elements and visual effects
People give social or life emotional characteristics to color. Good color will affect customers' purchase intentions and behaviors by affecting customer emotions. Therefore, the color design of print advertisements is always valued. This emotional characteristic of color encourages designers to use generalization and exaggerated expression techniques, so that the color in the advertisement directly impacts the consumer's vision and produces a direct effect on the soul. So how to enhance the visual effect of print ads through color design?
First, adopt specific colors according to the characteristics of the objects to be displayed in the advertisement. There is a necessary connection between the color of advertising design and the characteristics of the objects of advertising performance. In the design, the characteristics of the objects to be expressed and the creative ideas of the advertisements must be clarified to find the most appropriate color. The properties of different products are different, so the colors corresponding to them are specific. In order to strengthen the properties of the products, designers use various methods of contrast and exaggeration to enhance the visual impression.
Secondly, use the unity of the overall color tone and the echo of the local color. The initial impression of advertising design works to the viewer depends on the overall color tone of the picture. The color characteristics that occupy most of the area in the picture determine the atmosphere of the entire picture. The color tone reflects the personality of the advertisement, thus highlighting the product image, such as warm colors Will create a warm feeling, cold colors will cause a cold feeling. When arranging this uniform tone, you should also consider the small area of contrasting colors to make the picture artistically appealing.
Sanwenyu Elements and Visual Effects
Words are dual in the presentation of information: they point to meaning and design graphics that represent specific information, and text in advertisements is one of the main means of conveying information to the audience. The text originates from the graphic symbols that people imitate in nature, so the shape and arrangement of the text itself have visual expression. Chinese kanji originated from the ideographic system of hieroglyphs, which added a broader creative space to the visual expression field of Chinese advertising. The visual expression elements of print ads are reflected in two aspects: the reasonable arrangement of the text and the visual expression of the text as a graphic language.
First of all, the layout of fonts in print advertisements should start from the overall form and make the audience's line of sight follow the order of the text according to the content attributes of the text and various contrast forms of the text, resulting in a visual level that is pleasing to the eye and bright and overall.
Secondly, the characteristics of the text determine its graphical application, especially Chinese characters. To attract human visual attention. It is necessary to use different expression methods to handle and decorate the beautification in the font design, to flexibly organize the glyphs and to perform artistic processing, in order to strengthen the visual infection of the text.
Four integrated performance elements to optimize the visual effects of print ads: reasonable layout of screen information
The screen information in print advertisement design includes text, graphics, color and other elements. The arrangement of this information can affect the performance of the picture. The arrangement is the orderly arrangement of each element or different arrangements for the same element.
First of all, the arrangement of text, graphics, color and other picture information should follow the formal rules of design. That is, the rules of rhythm, contrast, balance, order, and harmony of the golden ratio. The combination of multiple design rules can produce stronger visual effects psychologically and visually, which is conducive to the viewer's understanding of the theme and focus of the advertisement.
Second, the design should consider the relationship between the virtual space and the solid space in the picture, the relationship between the blocks in the composition, and the arrangement of the visual process. Virtual reality refers to the relationship between graphics, text and blank space. Dealing with the relationship between virtual space and real space can establish a coordinated overall picture. Sometimes the reasonable use of large blanks can have a good visual communication effect, have a good set off effect on the solid shape, and make the main image prominent. The dense and close relationship of the text in the layout will also cause a sense of falseness and solidity. Increasing the word spacing and line spacing will make the text feel gray and have a "virtual" effect. In addition, print advertising design works should flexibly apply formal rules to properly handle the proportions, rhythms, changes, and unity of the points, lines, and faces in the screen, as well as the relationship between the areas of black, white, and gray, to form a bright sense of rhythm. Human reading habits generally start from the upper left corner of the screen, move to the right and then downward, showing a z-shaped movement trend. This habit is the basis for arranging the elements in the screen. Therefore, graphics, colors, text, and other elements The different sizes, shades, and shapes on the arrangement will guide the viewer's reading order of advertisements.