2. The layout and style of the poster. This is a problem that needs attention as long as it involves typesetting. It is nothing more than that the e-commerce style of children and supermarkets should be lively, the colors should be bright, the theme should be big and conspicuous, and the fonts should be thick and diverse; The colors of luxury goods should be cooler, the elements should not be mixed together, the fonts should be slim and elegant without serif, and there should be more zero space. Women and children generally use rounded fonts, while men and equipment generally use right-angled fonts. There should be a certain distance between the theme and the additional content, and don't crowd together, which will lead to no distinction between primary and secondary.
Generally speaking, it is the above two points.
Poster design Poster design must have considerable appeal and artistic appeal, and it needs to mobilize factors such as image, color, composition and sense of form to form a strong visual effect; Its pictures should have a strong visual center, strive for novelty and conciseness, and have unique artistic style and design characteristics.
Definition: Poster is an art of information transmission and a popular propaganda tool.
Posters are also called posters.
It is a large painting posted on the street wall and hung in the window, attracting passers-by with its eye-catching picture. In a sense, the 20th century was the century of political propaganda, and posters reached its peak as a way of propaganda at that time. Among them, the two world wars, the Soviet revolution and construction, and the Spanish civil war were the peaks of political poster creation, especially in the first 50 years of the 20th century, which was the golden age of propaganda posters.
Shortly after the victory of the October Revolution in Soviet Russia, the window of the post office in the center of Moscow, the capital, was covered with posters, from which citizens can learn about the revolutionary situation.
In schools, posters are often used in cultural performances, sports meetings, story meetings, exhibitions, parents' meetings, festivals, competitions and games.
The general requirement of poster design is to make people clear at a glance.
General posters usually contain notices, so the theme should be clear and eye-catching (such as xx competition, discount, etc. ), and then summarize the main contents such as time, place and matters needing attention in the most concise sentences.
Exquisite illustrations and layout of posters are usually a good way to attract attention.
In real life, there is more abstraction and concreteness.
Poster design is a new profession based on the application of computer graphic design technology with the development of advertising industry.
The main feature of this vocational technology is a creative design activity or process of graphic art, which expresses the purpose and intention of advertising through relevant design software on the computer through advertising elements such as images, characters, colors, layouts and graphics, combined with the characteristics of advertising media.
With the sustained high-speed economic growth, expanding market competition and escalating competition in China, the commercial war began to enter the period of "intellectual" war, and advertising also rose from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" became the most popular and commonly used word in China advertising industry.
"Creativity" means "creativity" in English, which means creating, creating and causing.
"Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production.
That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process.
In short, the imagery expression of advertising theme: in-store poster design: in-store posters are usually used in commercial storefronts for in-store decoration and publicity purposes.
The design of posters in the store needs to take into account the overall style, color and business content of the store, and strive to integrate with the environment.
Investment poster design: Investment posters usually aim at commercial promotion and use eye-catching visual effects to promote a certain commodity or service.
The design of investment promotion poster should be clear about its business theme, and at the same time, it should pay attention to highlighting the key points in the application of copywriting, not too fancy.
Exhibition poster design: Exhibition posters are mainly used for exhibition publicity, and are often distributed in streets, theaters, exhibitions, business districts, stations, docks, parks and other public places.
It has the function of spreading information, involving a wide range of content, rich artistic expression and strong farsightedness effect.
Without certain design skills, it is difficult to achieve pleasant results.
There are not so many restrictions on the design of plane posters, so they can be matched. As long as they can express the main body of publicity, they will look good.
Therefore, the graphic poster design is a kind of pictorial with low cost and strong appreciation, which is more in line with the favor of modern advertising industry.
Design steps: 1 What is the purpose of this poster? 2. Who is the target audience? 3. How did they accept it? 4. What about posters of other products in the same industry? 5. What is the embodiment strategy of this poster? 6, creative point? 7. Expression techniques? 8. How to combine with products? Composition skills: Composition skills, in addition to the contrast skills in color application, also need to consider several contrast relationships.
Such as the comparison of the thickness of composition skills, the distance of composition skills, the density of composition skills, the static and dynamic comparison of composition skills, and the comparison of Chinese and western composition skills.
Comparison of ancient and modern composition techniques.
(1) Thickness contrast of composition skills: The so-called thickness contrast refers to the colors used in the composition process and a style formed by patterns composed of colors. In painting and calligraphy, we know that there is a difference between meticulous painting and freehand brushwork, or that meticulous painting and freehand brushwork appear on the same picture (like the painting of cabbage and fruit by Qi Baishi, a master of Chinese painting), and this style is in the packaging composition.
Part of this thickness contrast is the contrast between the main pattern and the foil pattern; Have a plenty of contrast between the central pattern and the background pattern; Some are as rough as the wind sweeping away the residual clouds in rows, and some are as delicate as hairspring; Some use the calligraphy of weeds instead of patterns, which can be seen anytime and anywhere on some wine and food packaging.
For example, Miss brand dumplings and Rejoice brand shampoo.
(2) Comparison of composition skills. In the composition of traditional Chinese painting landscape, we should study the perspective of close-range and middle-range, and in the design of packaging design, we should also adopt the same principle as the composition level of near and far pictures.
The so-called "near" is the most eye-catching part of a picture, which is the so-called first visual impact. This most eye-catching part is also the most important content to be expressed in the packaging pattern, such as the instant noodle packaging first used by Shuanghui. The first thing that broke into people's sight was the Shuanghui trademark with a blank background and the huge white variety Shuanghui (that is, close-up view) with a crimson square background. In turn, it is the main characters with smaller running script of "Braised Beef Noodles" (it should be said that the second line of sight is also called the middle scene), the product photos that express the packaging content (also called the third line of sight, bounded by the middle scene), and then the auxiliary corporate mascot advertising language, performance instructions, corporate logo and so on. This obvious layering, also known as the visual three-step rule, takes into account people's habit of watching still life pictures.
As a designer, at the beginning of creating a picture, you should know the theme of the appeal before making it, and create an atmosphere in which all the stars hold the moon and stand out from the crowd.
So the picture I designed is like a powerful magnetic force, which draws the eyes of the campers tightly.
(3) Density contrast of composition skills: Speaking of density contrast of composition skills, it is very similar to the contrast of complexity and simplicity in color application, and it is also very similar to the flying white in Chinese painting, that is, the concentrated places in the pattern must be set off by diffusion, and it is not appropriate to concentrate or spread them all.
It embodies a kind of density coordination, clear rhythm, relaxation and ethereal.
It also highlights the theme.
Recently, the author has seen a lot of packaging designs. The whole picture is dense and colorful, with heavy color expression from the background pattern to the theme pattern, which makes people feel at a loss and impenetrable. It has not played a role in beautifying products and promoting sales, nor will it make people bored and have no appetite.
This is caused by not grasping the contrast between density and density.
(4) Dynamic and static contrast in composition skills: In a pattern, we often find this phenomenon, that is, an explosive pattern or a few seemingly careless crazy thick lines, or banded English or patterns appear in the background or surrounding of a packaging theme name. They all show a feeling of "moving", the theme name is dignified and steady and the background is calm. This scene.
This contrast avoids everyone's vulgarity and rigidity.
So the visual effect is very comfortable.
Accord with people's normal aesthetic psychology.
(5) The comparison of composition techniques between China and the West often adopts the combination of cartoon techniques of western painting and traditional techniques of China or the combination of Chinese traditional culture art and English in a package design.
And the picture directly highlights the photos of westerners or a picture on the packaging pattern in a realistic way. This form of expression is also a common reference way, which often appears on the packaging of children's products, women's socks, clothing or cosmetics.
(6) Comparison of today's composition skills: making foreign things serve China and making the past serve the present. Especially in order to reflect a cultural taste, people often use ancient classic ornamentation, calligraphy, figures and patterns in the current packaging, which is most obvious in the packaging of wine.
For example, wine and Taibai liquor, as well as Mid-Autumn moon cakes and black peanuts in food, are all embodied and excavated from these aspects.
In addition, there are some high-end gift boxes for cosmetics and daily necessities, and their ornamentation and patterns are also looking for grafting techniques from classical culture.
This can give people an antique and elegant pursuit or some comfort.
So it is very popular with consumers.
Note: 1
Posters must clearly indicate the location, time and main content of the event.
You can use some encouraging words in the article, but you can't exaggerate the facts.
2
Posters should be concise and short.
three
The layout of the poster can be artistically treated to attract the audience.
Operating software: Poster design generally uses the following software: 1.
Image processing photoshop2
Types of vector software illustrator or CorelDRAW posters: According to their different applications, posters can be roughly divided into commercial posters, cultural posters, movie posters and public welfare posters. Here, a brief introduction.
1. Commercial posters: Commercial posters refer to commercial advertising posters that promote goods or commercial services.
The design of commercial posters should match the styles of products and audiences.
2. Cultural posters: Cultural posters refer to propaganda posters for various social and cultural activities and exhibitions.
There are many kinds of exhibitions, and different exhibitions have their own characteristics. Designers need to know the contents of exhibitions and activities before they can use appropriate methods to express their contents and styles.
3. Movie poster: Computer poster is a branch of poster. Movie posters mainly play the role of attracting audience's attention and stimulating movie box office income, which is somewhat similar to drama posters and cultural posters.
4. Public service posters Social posters are ideological.
This kind of poster has specific educational significance to the public, and its poster themes include various social welfare and moral propaganda, or political and ideological propaganda, promoting love and dedication, * * and progressive spirit.
Poster features: 1. Large-sized posters will be disturbed by the surrounding environment and various factors when posted in public places, so they must be displayed in front of people with large pictures, prominent images and colors.
Its screen size includes full-open, folio, long three-open and super-large screen (full-open).
2. Strong farsightedness In order to make people who come and go in a hurry leave a visual impression, poster design should fully embody the principle of positioning design in addition to large size.
With prominent trademarks, logos, titles, graphics, or contrasting colors, or large areas of blank space, or simple visual processes, posters become the visual focus.
Posters can be said to have the typical characteristics of advertisements.
3. High artistry As far as posters are concerned, they include commercial posters and non-commercial posters.
Among them, commodity posters are mainly expressed in the form of photography with concrete artistic expression, realistic paintings or cartoons, leaving consumers with real and touching pictures and humorous feelings.
Instead of commercial posters, it has a wide range of contents, diverse forms and rich artistic expression.
Especially for cultural and artistic posters, we can give full play to our imagination and artistic means according to the theme of the advertisement.
Many painters who pursue formal beauty actively participate in the design of posters, and design posters with different styles and forms with their own painting language.
Poster design overview Poster is an art of information transmission and a popular propaganda tool. Posters are artistic designs with strong visual effects for publicity. Poster design must have considerable appeal and artistic appeal, and mobilize factors such as image, color, composition and sense of form to form a strong visual effect; Its pictures should have a strong visual center, be novel and concise, and have unique artistic style and design characteristics.
The poster has four main features:
First, the size is large,
long sight
Strong. Posters posted in public places will be disturbed by the surrounding environment and various factors, so they must be displayed in front of people with big pictures, prominent images and colors. Its screen size includes full-open, folio, long three-open and super-large screen (full-open). In order to make people who come and go in a hurry leave a visual impression, poster design should fully embody the principle of positioning design in addition to large size. With prominent trademarks, logos, titles, graphics, or contrasting colors, or large areas of blank space, or simple visual processes, posters become the visual focus. Posters can be said to have the typical characteristics of advertisements.
Second, the advertising campaign is strong. The poster hopes that all sectors will participate. They are an advertisement. Some posters use artistic design to attract more people to join the activities. Posters can be published and played in the media, but most of them are posted where people can easily see them. Its advertisements are extremely colorful.
Third, it is highly commercialized. Posters are pre-advertising and publicity of an activity, and their purpose is to get people involved. Performance posters account for most of the posters, and performance advertisements are often mainly for commercial purposes. Of course, posters of academic reports are generally not commercial.
Fourth, high artistry. As far as posters are concerned, they include commercial posters and non-commercial posters. Among them, commercial posters are mainly expressed in the form of photography, realistic painting or comics with specific artistic expression, leaving consumers with real and touching pictures and humorous feelings.