Bi Ye's thesis
On the Design of Commercial Posters
Professional Art Design (Plane)
Student name x x
X-level plane xxx
Student number xxxxxxxxxx
Lecturer xx
Completion date: June 20 10.
catalogue
............................................................................ (Ⅰ)
Abstract (2)
First, the concept of commercial posters ............................................. (1)
Second, the design of commercial posters ............................... (4)
Graphic Design ................................ (4)
(2) Text design .......................................... (5)
(3) Color Design ............................................... (5)
Three. Matters needing attention in commercial poster design ...................................................................................................... (5) 4. Summary of ................................. (6)
Refer to ................................... (8)
Thank you ......................................... (9)
On commercial poster design
Abstract: Posters are also called posters, and the English name is Poster, which refers to printed advertisements distributed in the form of posting or distributing in public places. Posters have the characteristics of short publishing time, strong timeliness, exquisite printing, strong visual impact, low cost and low requirements for publishing environment. It is a design art form that can best show individuality, and of course, it ultimately serves commercial purposes. Our poster design emphasizes creativity and impact. Through wonderful copywriting, we strive to make our works show the products, culture and ideas of enterprises in a three-dimensional way, which has very effective marketing power, is in sharp contrast with most ordinary illustrated designs and has strong visual impact. Paying attention to practicality and innovation is our characteristic! Poster design can be expressed in various ways, including graphic design, text design and color design. Poster design achieves perfect unity through the overall design of graphics, characters and colors. Keywords: poster design; Expression mode; Precautions; complete
On commercial poster design
In the information age, when graphic language has become the main way of communication, we have entered the new century of design culture. The integration of design and culture constructs the cultural life form of diversified design, which permeates the design concept, thinking, style and aesthetics with unique cultural values. The definition of "design" in Modern Chinese Dictionary is that design is to create new things according to one's own wishes or ideas, or to transform and innovate on the original things. Add new elements to the quality, performance and practicality of old things; Develop new styles; Improve new quality; Is the basis of design. Innovation is the soul of design. Design is an aesthetic activity, and successful design works are generally artistic. But art is only a means of design, not a task of design.
The task of design is to realize the designer's intention, not to create beauty. How production designers and graphic designers choose and configure the artistic elements of advertisements. Designers choose specific artistic elements and combine them in a unique way, thus setting the design style-that is, an expression of ideas or images. Design is purposeful planning, and poster design is one of the forms that these plans will take. In graphic design, you need to use visual elements to spread your ideas and plans, and use words and graphics to convey information to the audience, so that people can understand your ideas and plans through these visual elements. This is the definition of our design. Commercial posters use this feature of poster design to promote and publicize products.
First, the concept of commercial posters
Commercial posters refer to commercial advertising posters that promote goods or commercial services. The design of commercial posters should match the product style and audience. Commercial posters are also called posters. It is a large-scale painting attached to the street wall and hung in the window to attract the attention of passers-by with its eye-catching picture. Generally, posters usually contain notices, so the theme should be clear and eye-catching (as shown in figure 1), and then summarize the main contents such as time, place and matters needing attention with 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.
A commercial poster advertising goods or services. The design of commercial posters should properly match the styles of products and audiences (as shown in Figure 2), so that people can easily see that it is suitable for everyone, regardless of obesity or emaciation. The poster design of my graduation project "Great Wall Dry Red Wine" has also conducted in-depth research on the product. Explore in all aspects, and strive for the overall design of graphics, words and colors in my commercial posters to achieve perfect unity. What is displayed in front of everyone is an excellent commercial poster design, which is a work of art.
Second, the design of commercial posters
1, graphic design
Design is art because it is presented and displayed in front of people through various artistic means.
Commercial poster design can show the special effects of posters through various design techniques, such as graphic design, which I will talk about in poster design. Graphics should include illustrations and auxiliary graphics to help and beautify the article. Illustrations should pay more attention to text and size, and auxiliary graphics should consider the role of setting off and beautifying.
China's traditional culture is very rich in connotation and covers a wide range. The traditional model is only a trickle in its vast rivers and seas. China tradition has always advocated the philosophy of harmony, harmony, home and prosperity. Dragon Boat Festival is an ancient festival in China, the most vivid manifestation of which is ancient fan-shaped graphics and illustrations of zongzi (Figure 3). This poster takes into account elements with China characteristics in graphic design. It is this inexhaustible trickle that still irrigates and permeates many modern art fields.
I believe everyone is no stranger to circles. In today's society with the rapid development of economy, information and culture, the design of circular posters can be said to be everywhere, whether it is public welfare posters used for public and social activities, commercial trademarks or special posters related to patents. From the design point of view, poster is a graphic design of graphic design, an artistic modeling with considerable visual beauty, but also a practical art, and its role and value in commodity economy are paid more and more attention.
However, does modern design mean abandoning, eliminating or even isolating tradition, or shelving tradition, otherwise it will be out of date and cannot reflect the sense of creativity and the times? Of course not. From some well-known and popular poster designs in recent years, it is not difficult to see how designers combine traditional patterns with modern designs.
Poster of water. Water is an indispensable material resource for human survival. The designer takes an incomplete circle as the basic shape, and uses blue to represent the water that can be supplied to living things on the earth, giving people a simple, stable, easy-to-identify and profound feeling (Figure 4). This poster with the theme of water can leave such a deep impression on people. I think this is mainly because people have a deep-rooted understanding of the image symbolizing pure water.
I don't think it's an exaggeration for Disney posters to take Mickey Mouse, their representative pattern, as the main graphic of the poster. At first glance, people can understand that this is a commercial poster promoted by Disney Company (Figure 5). Small figures form a big circle in typesetting. The circle represents the whole world, which means that there is Disney's shadow all over the world, symbolizing the ubiquitous, lovely, simple and deeply loved Mickey Mouse, and expressing the characteristics of Disney Company: technology, modernity, communication and speed. Posters have a strong effect and Disney's sense of the times. You can say that.
2. Text design
How boring a poster design without words is. The special design of characters has been paid more and more attention in art design and has become an important topic in modern art design. At the same time, it also shows that having the knowledge and accomplishment of calligraphy art plays an important role in the development of design intelligence. It also shows that the application prospect of calligraphy art in modern design is broad. In modern design, whether it is packaging, decoration, signs, books, posters, advertisements or environmental design, we can learn from the expression forms of calligraphy art and broaden the field of modern design. I graduated this time.
Calligraphy design is also used in the design.
When commercial poster design is expressed through special artistic fonts, it will inevitably show its own commodity value in some way. As shown in Figure 6, the designer vividly expressed the word "goodness" in the form of a poster. Although it is not expressed in colorful colors, I think everyone will understand what this means. A word "think" and a word "longevity" are combined. The words "think" and "good" together are one word "good". It expresses the meaning of thinking and thinking. The font combination designed by this poster is beautiful and profound, and I can't help but admire the imagination of ancient Chinese word makers in China. The difference between well-designed standard fonts and ordinary printed fonts is not only the difference in appearance, but also the design according to the personality of the enterprise or brand. The designer has carefully and rigorously planned the layout form, thickness, connection and configuration between words, artistic form and unified modeling of fonts (as shown in Figure 7), which is more beautiful and distinctive than ordinary fonts.
In the implementation of corporate image strategy, many corporate and brand names tend to be similar, and the unified font design of corporate names and corporate commercial posters has formed a new trend. Although there is only one design element, the unification of corporate name and corporate poster has two functions, achieving the effect of transmitting information both audibly and visually.
3. Color design
In the ever-changing color world, people feel rich colors visually, which can be divided into primary colors, intermediate colors and composite colors, but as far as color system is concerned, it can be divided into two categories: achromatic color system and colored color system. Color element is the most basic attribute of color, the basis of studying color and the most important concept. Tone, lightness and purity are called the elements of color. They are the basis of studying color. The color tone of the picture will deeply affect the impression of the picture works to the audience, so color design plays a certain role in the early planning of the works.
Color personality can communicate with the characteristics of products and enterprises, and colors that people can understand with the help of their ideas, understanding and psychological association can be used in poster design and corporate image (logo) design. This color is called symbolic color. Special commodities need to be marked with specific colors to attract consumers' attention and play a role in protecting commodities and protecting consumers' interests. For example, the green color of China Post can be found in employees' clothes or articles. (Supplement: Tone in design chromatics refers to the general concept of the overall composition tendency of a color, that is, the overall color effect of all colors in a packaging design work is a manifestation of the difference between tone and other tones. Generally, a main color picture, the main color accounts for about 75%, the background color accounts for about 20%, and the embellishment color accounts for about 5%. Another example is crimson, which is used for drinks and practical goods with strong taste (Figure 8), while blue and green are meant for anti-inflammatory and light drinks and edible goods (Figure 9). Another example is blue and red, which symbolize cold and warm, can be used to symbolize the corporate image of electric fan factory and refrigeration equipment factory, and can be used as the standard color of enterprises.
The design effect of a commercial poster is ultimately reflected by color. First of all, we should deal with the relationship between single color and the whole picture, and continuously show the effect of the whole face and the visual effect in the distance. We should also consider the impression of "the influence of goods in people's eyes" and "doing something".
Colors should be as bright and simple as possible; Compared with color mixing, solid color has strong contrast and appears to have impact, and less color matching is more eye-catching than more color matching to reduce the adverse consequences of visual mixing; When you can use two colors, you don't need to use three colors. This kind of color application does not mean monotony and poverty, but is more thoughtful and refined, which can be concise and profound, leaving a deep impression on people (Figure 10). Color plays an important role in people's social life, productive labor and daily life such as food, clothing, housing and transportation. Modern scientific research data show that more than 90% of the information received by a normal person from the outside world is input into the brain through visual organs. All visual images from the outside world, such as the boundaries and differences of the shape, space and position of objects, are reflected through the differences of colors and the relationship between light and shade, and the first impression of vision is often the feeling of colors. Interest in color leads to people's aesthetic awareness of color, which becomes a prerequisite for people to beautify their lives through color decoration. As Marx said, "the feeling of color is the most common form of general aesthetic feeling."
In my graduation project, I took into account the design of graphics, words and colors. I used the illustration of Great Wall dry red wine and the font of China calligraphy to make it artistic, and matched the color of this product in color to design a commercial poster with artistic feeling and impact visual effect (Figure 1 1).
Three. Matters needing attention in commercial poster design
The above are several design aspects to be considered about commercial posters. The main purpose of commercial posters is to promote products to consumers in the form of posters. Poster, also known as poster, is called poster in English, which refers to printed advertisements distributed in the form of posting or distributing in public places. Posters have the characteristics of short publishing time, strong timeliness, exquisite printing, strong visual impact, low cost and low requirements for publishing environment.
For commercial poster design, I will understand it as. The successful promotion of products with poster characteristics is a powerful weapon for enterprises to establish an image and ensure a lasting foundation; For the company, it is an effective way to increase sales and maintain the sustainable development of the market; For business personnel, it is an effective way to improve performance and reflect personal business ability. The importance of new product promotion is self-evident. First of all, commercial posters should truly reflect the meaning to be expressed, the time and place should be placed in a conspicuous position, and the title should be clear to people at a glance.
There are several requirements for designing a good poster:
1. Good idea. It should have persuasion function, identification function, information transmission function and aesthetic function.
This concept is very novel. We should use new ways and angles to understand problems and create new horizons and new concepts.
3. The composition is concise. We should explain the problem in the simplest way and attract people's attention.
4. Bright colors. That is, using color images that can attract people's attention.
5. Posters should pay attention to convey the information of commodity color, make use of the psychological effect of color and use color skills to strengthen the impression. My commercial poster design focuses on some important factors. (Figure 12)
Fourth, summary.
To sum up, we can realize the visual communication of commercial poster design through graphic design, text design and color design. The most important factor in the visual communication of commercial posters should be to convey the goods in the posters. Therefore, in the process of designing posters, we can't use various methods to design in order to reflect the visual impact of posters. Commercial posters play a propaganda role first, after all, they should be used for visual viewing. Poster design is like cooking. The visual beauty of a delicious dish must first have edible function. If the cooked food is inedible, it is useless to make it attractive in appearance and lose its original meaning. Therefore, for poster design, the perfect unity of content and form, the unity of aesthetic and visual feelings, and the poster with strong visual impact are the best posters.
Take the exam and contribute.
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Yang Chun, Gui. Design decoding [M]. Nanchang Jiangxi Fine Arts Publishing House 2004
Yang Chun, Gui. Design decoding [M]. Nanchang Jiangxi Fine Arts Publishing House 2004
Yang Chun, Gui. Design decoding [M]. Nanchang Jiangxi Fine Arts Publishing House 2004
Yang Chun, Gui. Design decoding [M]. Nanchang Jiangxi Fine Arts Publishing House 2004
Yang Chun, Gui. Design decoding [M]. Nanchang Jiangxi Fine Arts Publishing House 2004
thank you
From the beginning of preparation to the finalization of this graduation thesis, I looked up a lot of materials, read a lot of materials, and systematically studied and understood all aspects. The writing process of the thesis is long, but it has exercised my ability to collect and sort out all kinds of materials and cultivated my ability to analyze and think. Here, I would like to thank my tutor for his careful guidance on my thesis, which has given great help from topic selection, data collection and final revision. In addition, I would like to thank the relevant authors of the materials I quoted and express my sincere gratitude to them. Of course, due to the limited level of knowledge, a lot of work is not perfect, and there will inevitably be omissions. I will constantly improve my knowledge level in my future study and work.