Text, graphics, color, and layout are the four basic elements of a corporate brochure. The combination of these four elements gives people a strong visual impact. Each of these elements has its own characteristics, and designers should pay special attention to the appropriate use of their characteristics during the application process, striving to express their respective advantages, so that when combined together, they can produce better visual effects.
1. As a visual image element, text must first be readable. At the same time, different font changes and changes in size and area will bring different visual experiences. The layout and design of text is one of the important means to enhance the visual effect and personalize the layout. In brochure design, the selection and use of fonts must first be easy to identify and read. We must not blindly pursue effects and lose the basic function of conveying information. Especially when changing the shape and structure of fonts, using special effects or choosing calligraphy or handwriting, you must pay more attention to its recognition.
In the entire brochure, the fonts should not change too much, and attention should be paid to the harmony and unity between the selected fonts. The title or indicative text can be changed appropriately, and the text font should be consistent in style. The layout of text should conform to people's reading habits. For example, the number of words in each line should not be too many, and appropriate word spacing and line spacing should be used. Different font layout styles can also be used to create novel layout effects and bring different visual experiences to readers.
2. Graphics. Graphics are a visual language that uses images and colors to intuitively spread information, concepts and exchange ideas. It can transcend national boundaries, eliminate language barriers and enter various fields to communicate with people. It is a universal visual symbol for human beings.
3. Color. Among the elements of brochure design, color is an important component. It can create atmosphere, highlight the theme, strengthen the visual impact of the layout, and directly attract people's attention and emotional response; on the other hand, it can also reveal the personality characteristics of the theme and image more deeply, strengthen the perception, and give people Leave a deep impression and provide people with beautiful enjoyment while conveying information.
The color design of the brochure should be based on the whole, focusing on the overall unity of the color relationship between the components, so as to form a basic tone that can fully reflect the theme content; further consider the brightness, hue, and purity of the color. Comparison and adjustment of factors. The designer's accurate grasp of the main color tone can help readers form an overall impression and better understand the theme.
In brochure design, the use of color rules such as the symbolic color of the product and the association and symbolism of the color can enhance the communication effect of the product. Different types of goods are often represented by colors that match their feelings, such as food, electronic products, cosmetics, medicines, etc. There are big differences in the colors used; and the same type of products can be subdivided according to their uses and characteristics. For example, food, in general, is mostly represented by colors with higher purity and clean feeling; among them, warm colors such as red, orange, and yellow can better express color, aroma, taste and other feelings, and arouse people's appetite, so when expressing food It is widely used in many aspects; brown color is often used to represent some bitter-flavored foods such as chocolate or coffee; green gives people a fresh feeling and is often used to represent vegetables and fruits; blue has a cool feeling and is often used to represent frozen foods, refreshing drinks, etc.
In the process of using color, we should not only pay attention to typical sexual expressions, but also express our own personality. If the colors used are the same, they will lose their fresh visual impact. This requires breaking the restrictions of various conventional or customary colors during design, having the courage to explore, and designing novel and unique color styles based on the content or product features. In short, the color design of the brochure must not only be based on the content of the promotional material and the characteristics of the product, but also must be unique among similar designs and have a unique personality. In this way, recognition and memory can be enhanced and good visual effects can be achieved.
4. Arrangement. The various layout methods and rules we described in the chapter on layout design are also applicable to brochure design.
When designers design corporate brochures, they must not only see the independent characteristics of each component element such as text, graphics, color, and arrangement, but also examine the entire brochure design as a whole, and make the four elements as a whole A harmonious combination of basic elements can produce perfect visual effects.