The size of the brochure
210*285 generally finished products are 16k larger (1cm shorter than A4), and 12-karat brochures are often slightly larger than 16-karat brochures.
Several elements of brochure design
The visual elements of brochure design are mainly text, graphics, color and layout.
1. Text
As an element of visual image, 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.
The choice of font should also pay attention to the purpose of the appeal. Different fonts have different characters, and brochure designs with different contents and styles also require different font design positioning: either serious and dignified, lively and relaxed, elegant and classical, or novel and modern. Starting from the theme content, choose a font that is consistent with the conveyed content in a morphological or symbolic sense.
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 is 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 countries. The field communicates with people and is a universal visual symbol for human beings.
In brochure design, the use of graphics can play the following roles:
Attract attention. Effectively use the visual impact of graphics to grab the reader's attention. This kind of strong "attention effect" produced in an instant can only be achieved by graphics.
Look at the reading effect. Good graphic design can accurately convey the theme idea, making it easier for readers to understand and accept the information it conveys.
Induction effect. Capturing the reader's curiosity, attracting the reader to the graphics and then directing their eyes to the text. There are various methods of graphic representation. Various traditional painting and photography techniques can produce graphics and images with different appearances and styles. Especially in recent years, the application of computer-aided design has greatly expanded the space for graphic creation and expression. However, no matter what means are used to express it, graphic design can be summarized into two categories: concrete and abstract.
Concrete graphics can express the specific form of objective objects, and they can also express a certain artistic conception. It truly conveys the beauty of form, texture, color, etc. of objects with intuitive images. It has a sense of reality and is easy to visually stimulate people's interest and desire, and gain people's trust psychologically. Especially some products with beautiful appearance often use real pictures to give people a pleasing feeling through exquisite design and production. Because of these characteristics, representational graphics still dominate brochure design.
In addition, concrete graphics are a form of visual language that people love and are easy to accept. Using concrete graphics to convey a certain concept or product information can not only enhance the expressiveness and persuasiveness of the picture, increase the attention value of the picture, but also make the communication effective.
It should be noted that the selection and application of concrete graphics and images must be closely related to the theme, and need to be refined and rigorously screened. It should be the sublimation of specific graphic expressions, rather than a simple list of picture images. ,put together.
Abstract graphics use non-realistic abstract visual language to express promotional content, which is a highly conceptual expression.
In brochure design, abstract graphics have a wide range of expressions, especially modern technology products. Because they have abstract beauty, it is easier to express their essential characteristics with abstract graphics. In addition, for some products with poor image or no specific image, or when it is difficult to express some content and products with concrete graphics, using abstract graphics can achieve better results.
The simple and concise formal beauty and strong visual effects of abstract charts are the enhancement of people's aesthetic taste and the reflection of the spirit of the times. Compared with concrete graphics, they are more modern, symbolic and typical. Abstract expression is not bound by any expression techniques or objects, and is not limited by time and space, which expands the performance space of brochures.
No matter how abstract the graphic is, it must ultimately be accepted by the reader. Therefore, when designing and using abstract graphics, the abstract form should be consistent with the subject content and express the content or essence of the object. In addition, it is necessary to understand and master people's aesthetic psychology and appreciation habits, strengthen pertinence and adaptability, so that abstract graphics can accurately convey information and play their due role.
Concrete graphics and abstract graphics have their own advantages and limitations. Therefore, in the process of brochure design, the two expression methods sometimes appear at the same time or in a way that merges with each other, such as in abstract forms. Highlight concrete products in the performance. When designing, different expression methods should be used according to different ideas and objects.
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. For example, food, electronic products, cosmetics, medicines, etc. have large differences in color; 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 has many applications; brown is often used to express some bitter-flavored foods such as chocolate or coffee; green gives people a fresh feeling and is often used to express vegetables and fruits; blue has a cool feeling and is often used to express 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 arrangement methods and rules we described in the chapter on arrangement design are also applicable to the design of brochures. It should be noted that the form and format of brochures change a lot, and the design should be treated differently according to different situations.
For brochures with fewer pages and smaller areas, the layout features should be eye-catching when designing; the colors and images should be clear and prominent; among the layout design elements, the main text can be appropriately larger.
For brochures with more pages, because there is more content to be expressed, in order to achieve a unified and overall feeling, attention should be paid to the use of grid structure in the layout; the changing relationship of rhythm should be emphasized, and certain rhythm should be retained. The amount of white space; the relationship between colors should maintain overall coordination and unity.
In order to avoid only paying attention to the effect of a single page and not grasping the overall situation during design, the following methods can be used to control the overall effect:
First determine the creative idea and determine the format according to the budget. and the number of pages; and reduce the graphic content and arrange it together according to the standard format, so that comprehensive observation and comparison can be made and reasonable adjustments can be made.
Find out the most important factors in the whole book, set some standards or special images, and then design other factors after arranging these main factors. Seize a few key points in the whole volume, use dots to control the overall layout, achieve unity with change, seek unity with change, and achieve a harmonious and perfect visual effect.
Full-open magnanimity 889×1194, full-open magnanimity 787×1092
Four-open magnanimity 875×580, positive magnanimity 775×530
Four-open magnanimity 430 ×575, full length 520×370
Eight open degrees 420×285, full length 370×260
Sixteen open degrees 210×285, full length 260×185
Thirty-two openings are generous 140×203 and positive 130×185
What if you want to add bleeding
Just add 6 mm on each side!
Resolution 300
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Positive 16 karat (185x260)
Daily 16 karat (210x285)
What is the unit of "open"?
How many sheets can be drawn out of the fully opened paper, that is, how many sheets can be drawn out.
For example: 16K means 16 cards are drawn in full open, and two cards are drawn in half open.
How big is it when it opens?
Full opening squareness: 780 x1080
Large length: 880 x1180
Printing paper specifications
The so-called opening number refers to the number of cuts The meaning of portion, for example, 8-open paper is 1/8 of the full-open size (cut in half three times). Before designing, you must first select the paper size, because the printing machine can only use a few types of paper (usually full open, chrysanthemum open), and then use the machine to cut it to the required size after printing, so do not use the table below if you have nothing to do Special specifications other than that to avoid wasting space due to unsatisfactory printing on paper.
Because the machine needs to pick up and feed paper, the edges of the paper cannot be printed. Therefore, the original size of the paper will be larger than the actual specification. Wait until printing is completed before cutting the blank edge. Dropped, so there is a difference between full size and cropped size. If the poster intentionally leaves a white border, you can choose not to cut it.
Open format full size (mm) Cut size (mm) Commonly used papers
Full-open B1 1091 X 787 1042 X 751 wall paper
Yes Open (half open) B2 787 X 545 751 X 521 poster
3 open 787 >5 open 454 X 318 424 X 303
8 open B4 393
32 open B6 196 X 136 187 X 130
64 open B7 136
Chrysanthemum folio A2 621
Ju 8 open A4 310 X 218 297 X 210 photocopy paper
Ju 16 open A5 218
Chrysanthemum 64 open A7 109 Machine printing→Each post-printing process→Finished products are warehoused or shipped
Some sizes
General standard sizes: "Depending on actual needs according to specific circumstances"
Standard size of tri-fold advertising is A4) 210mm x 285mm
Standard size of ordinary brochure is A4) 210mm x 285mm
Standard size of document envelope: 220mm x 305mm
Posters: Standard size: 540mm x 380mm
Standard size for hanging flags: 8 openings 376mm x 265mm 4 openings 540mm x 380mm
Handbag: Standard size: 400mm x 285mm x 80mm
p>Letter paper note: Standard size: 185mm x 260mm 210mm x 285mm
Business card: 90mmX55mm
Envelope
No. 1 165X102
No. 2 176X110
No. 3 176X125
No. 4 208X110
No. 5 220X110
No. 6 230X120
No. 7 230X160
No. 8 309X120
No. 9 324X229
No. 10 458X324
There are many types of printed matter, different printed matter Different types of paper are often required. The varieties and specifications of some commonly used printing papers are introduced below.
1. Letterpress paper
Toppan paper is the main paper used for letterpress printing of books and magazines. Letterpress paper can be divided into four grades: No. 1, No. 2, No. 3 and No. 4 according to the different composition ratios of paper materials. The number of the paper represents the quality of the paper. The larger the number, the worse the paper quality. Letterpress printing paper is mainly used by letterpress printing machines. This paper has properties similar to, but not identical to, newsprint.
Since the ratio of paper pulp and the tapping of pulp are better than newsprint, the fiber structure of letterpress paper is relatively uniform. At the same time, the gaps between fibers are filled with a certain amount of filler and glue, and have also been bleached, which forms The adaptability of this paper to printing. It is slightly different from newsprint. Although its ink absorption is not as good as newsprint, it has the characteristics of uniform ink absorption; its water resistance and paper whiteness are both better than newsprint. Letterpress paper has the characteristics of uniform texture, lint-free, slightly elastic, opaque, slightly water-resistant, and certain mechanical strength.
Weight: 49～60)±2g/m2.
Specifications of flat paper: 787×l092mm, 850×ll68mm, 880xl230mm; and some special size paper.
Roll paper specifications: width 787 mm, 1092 mm, 1575 mm, length approximately 60m to 80oo meters.
2. Newsprint
Newsprint, also called white newspaper, is the main paper used for newspapers, periodicals and books. The characteristics of newsprint are: the paper is soft and has good elasticity; it has good ink absorption performance, which ensures that the ink is fixed on the paper quickly; the two sides of the paper are smooth and lint-free after calendering, so that the printed imprints on both sides are better Clear and full; has certain mechanical strength; good opacity; suitable for high-speed web printing. This kind of paper is produced from mechanical wood pulp (or other chemical pulp) and contains a large amount of lignin and other impurities. Not suitable for long-term storage. If stored for too long, the paper will turn yellow, become brittle, have poor water resistance, and be unsuitable for writing. Newspaper ink or book ink must be used. The viscosity of the ink should not be too high. The moisture content of the page must be strictly controlled during offset printing.
Weight: 49～52) ±2g/m2
Flat paper specifications: 787×1092mm, 850xll68mm, 880xl230mm.
Roll paper specifications: width 787mm, 1092mm, 1575mm; length about 6000~8000 meters.
3. Offset paper
Offset paper is mainly used for lithographic (offset) printing machines or other printing machines to print higher-end color prints, such as color pictorials, albums, posters, color-printed trademarks and some high-end books, as well as book covers. Illustrations etc. Offset paper is divided into three types: special size, No. 1 and No. 2 according to the pulp ratio. There are single-sided and double-sided, and there are two grades: super calendering and ordinary calendering. Offset paper has small elasticity, uniform ink absorption, good smoothness, tight and opaque texture, and good whiteness. Strong water resistance. Conjunctival offset printing ink and better quality lead printing ink should be used. The viscosity of the ink should not be too high, otherwise powder removal and fuzzing will occur. To prevent dirt from sticking to the back, anti-fouling agents, powder spraying or lining paper are generally used.
Weight: 50, 60, 70, 80, 90, 100, 120, 150, 180 g/m2.
Flat paper specifications: 787 × 1092 mm; 850 × 1168 mm.
Roll paper specifications: 787 mm, 1092 mm, 850 mm.
4. Coated paper
Coated paper is also called printing coated paper. This kind of paper is coated with a layer of white slurry on the base paper and pressed. Made of light. The paper surface is smooth, the whiteness is high, the paper fibers are evenly distributed, the thickness is consistent, the elasticity is small, the elasticity is good, the water resistance and tensile properties are strong, and the ink absorption is good. Sexual and receptive conditions are very good. Coated paper is mainly used for printing albums, covers, postcards, exquisite product samples, and color trademarks. The pressure should not be too high when printing on coated paper, and offset resin-based inks and glossy inks should be used. To prevent dirt from sticking to the back, methods such as adding anti-fouling agents and powder spraying can be used.
Weight: 70, 80, 100, 120, 150, 180200, 210.240, 250g/m2.
Flat paper specifications: 648×953 mm, 787×970 mm, 787×1092 mm
5. Painted newspapers
The texture of painted newspapers is fine, white and smooth, and is suitable for printing pictorials, albums and posters.
Weight: 65, 91 and 12 g/m2
Flat paper specifications: 787×l092 mm.
6． Written paper
Written paper, also called book cover paper, is the paper used to print book covers. Pigments are added to the paper when it is made, and it comes in gray, blue, beige and other colors.
Weight: 120g/m2.
Flat paper specifications: 690×960 mm, 787×1092 mm.
7. Embossed paper
Embossed paper is a specially produced surface decorative paper. The surface of the paper has a pattern that is not very obvious. The colors are gray, green, beige and pink, and are generally used to print single-color covers. The embossed paper is brittle and the spine breaks easily when binding. When printing, the paper has a large curvature, which makes paper feeding difficult and affects printing efficiency.
Weight: 150~180g/m2.
Flat paper specifications: 787×l092 mm, 850×ll68 mm.
8. Dictionary paper
Dictionary paper is a high-grade thin paper for books and periodicals. The paper is thin, strong and resistant to folding. The paper surface is white and delicate, the texture is tight and smooth, slightly transparent, and has certain water resistance. It is mainly used for printing dictionaries, classic books and other books with a large number of pages and that are easy to carry. Dictionary paper has high requirements on pressure and ink color in the printing process, so special attention must be paid to the printing process.
Weight: 30~40g/m2.
Flat paper specifications: 787×l092 mm.
9． Raw edge paper
The raw edge paper is thin and soft, light yellow in color and hairless. Water resistance and good ink absorption. Raw-edged paper is only suitable for single-sided printing and is mainly used for ancient books.
10. Writing paper. Writing paper is paper for writing with ink. The paper must not swim when writing. Writing paper is mainly used in factories to print exercise books, diaries, forms, account books, etc. Writing paper is divided into special size, No. 1, No. 2, No. 3 and No. 4.
Weight: 45, 50, 60, 70, 80 g/m2.
Flat paper specifications: 427×569 mm, 596×834 mm, 635×ll18 mm, 834×ll72 mm, 787×l092 mm.
Roll paper specifications: 787 mm, 1092 mm.
11. Typing paper
Typing paper is a thin sheet of paper. The paper is thin and flexible. It is required not to have holes when typing, and it will not be scratched by the pen tip when copying with a hard pencil. Mainly used for printing documents, forms and multi-copy vouchers. Used as interleaving paper and printing and packaging paper in books. Typing paper comes in white, yellow, red, blue, green and other colors.
Weight: 20~25g/m2.
Flat paper specifications: 787×l092mm, 560×870mm, 686×864mm, 559×864mm.
12． Postal Fengfeng Paper
Postal Fengfeng Paper is used in printing to print various copy books and printing and packaging paper.
Weight: 25~28g/m2.
Flat paper specifications: 787×l092 mm.
13. Corbett paper Corbett paper is thin and tough, suitable for printing multi-copy books; it is used in book binding to protect art works and to provide a beautiful appearance.
Weight: 17~20g/m2.
Flat paper specifications: 787×l092 mm.
14. Self-printed paper White plate paper has small elasticity, toughness, and is not easy to break when folded. It is mainly used for printing packaging boxes and commercial packaging sulfur lining paper. In bookbinding, medium-diameter paper (spine strips) or covers used for bound spines and hardcover books. There are special and ordinary, single-sided and double-sided. According to the bottom layer, there are two types: gray bottom and white bottom.
Weight: 220, 240. 250, 280, 300, 350, 400g/m2.
Flat paper specifications: 787×787 mm, 787×1092 mm, 1092×1092 mm.
15. Kraft paper has high tensile strength and is available in single gloss, double gloss, striped, and grainless, etc. Mainly used for packaging paper, envelopes, paper bags, etc. and printing machine drum lining.
Flat paper specifications: 787×1092mm, 850xll68mm, 787×ll90mm, 857×ll20mm