Movie posters constitute people's first impression of movies and play an important role in the promotion of works. Some people even spend money to buy a poster for a movie.
There is such a top movie poster designer in China: it needs to make an appointment one month in advance, the construction period is long, the given work will not be reworked, and the price is 1 10,000.
But many great directors are still willing to spend time waiting for his works, and the audience will even go to the cinema to see a bad film for his posters.
This designer is called
Yellow Sea
Fujian native, graduated from the Design Department of Xiamen University.
Before the Yellow Sea, China film industry paid little attention to movie posters, and filmmakers mainly stayed at the stage of attracting audiences with stars-
The big face piled up on the poster is not beautiful at all.
20 15
Looking for dragons
Posters are a typical example.
What, you said it looked familiar? I feel the same way.
Huang Hai decided to break this inertia thinking after realizing that he likes to pile up star portraits.
In his poster, the story of the film itself is the focus, and the star's face is only a small part of the film. So the pilot poster he designed for "Searching for Dragons" is like this-
Since the design of movie posters began in 2007, Huang Hai has been doing subtraction-cutting off useless scraps and digging out the core of the movie.
He is most grateful to Jiang Wen, because his first work was directed by Jiang Wen.
The sun rose.
This also laid the foundation for his future design style.
At that time, Jiang Wen's requirements for posters were simple and rude: look at feelings, don't take photos, and look for materials from movies. After rejecting hundreds of designs, Huang Hai's works were favored by Jiang Wen.
This poster was "an instant hit" at Cannes Film Festival: a big red background, barefoot women, embroidered shoes hanging from branches, and the story came out at once.
This strong visual impact and unique artistic conception touched everyone, and he also designed several other posters for this film one after another, which made him famous internationally at once.
After that, the posters of the Yellow Sea began to try more Chinese styles.
He always studies scripts carefully, selects characters and materials from stills, and then shoots live experiences, captures the emotions of characters with his heart, and applies the traditional elements of China as visual language to poster design.
20 14 Huang Hai was invited to be directed by Xu Anhua.
golden age
When designing the poster, he gave a picture like this:
A woman dressed as an intellectual youth stood in the corner of messy ink dripping, and the traces of splashing ink were irregular and scattered at will, which was a metaphor for the quiet and peaceful posture of the hostess in troubled times.
The combination of dynamic and static reflects the contradictions and conflicts between the background of the times and the characters. The hostess stood stubbornly on the paper, just like a nobody in the flood of the great era.
The story of Xiao Hong, a female writer, is vivid in my mind, which also indicates my wandering life.
After that, Huanghai also designed five international editions, which took more than half a year. Xu Anhua, the director who has always been strict about details, said "OK" after seeing the poster, and there was no change.
The Yellow Sea has a strong appeal to the use of ink painting and calligraphy, which is neither distracted nor the finishing touch.
In Zhang Yimou.
shadow
In his poster design, he only uses black and white to extract the black of ink and the white of rice paper to form the keynote of the poster.
The whole movie revolves around the body body double and real people. They are both antagonistic and unified, just like the shape of Tai Chi gossip-they are integrated and separated forever.
The word "shadow" is used in the running script, and the brushwork is vigorous and elegant, especially the last stroke is intermittent, which gives people a feeling of hardship and just implies the personality characteristics of "shadow".
For Wong Kar-wai.
master
In the US poster, the Yellow Sea uses the traditional arch elements of China.
The two men in the door stand opposite each other and pose the gait and fist of martial arts-arches, martial arts and robes, which are the perfect balance and interpretation of movement and quietness, the hazy and delicate expression of friendship and the sense of long history.
It not only shows the elegance of a generation of master Ye Wen, but also has a sense of lens and literature. These are quite in line with Wong Kar-wai's personal style.
In the poster design of animated films, Huang Hai also showed a super high standard.
Big Fish & Begonia
Our poster uses highly saturated colors, and through the changes of lines, levels and colors, it depicts a magnificent and imaginative picture.
In the middle is a smooth line of Dahongyu. The girl touches the mouth of the fish and draws a wonderful meeting between them.
The interweaving of red and cyan blends the ocean and flame, including the phoenix with wings spread, which has strong oriental aesthetic characteristics and also opens the audience's imagination of a mysterious dream.
For the digital repair version.
My Neighbor Totoro
In the poster of China, Xiaomei and Xiaoyue are running happily on the hairy belly of my neighbor totoro. The overall style is warm and healing.
As soon as this poster came out, it caused a strong response in Japan and once boarded a hot search. Everyone praised the design of this poster as no less than the original.
Japanese film
Thief family
In the China poster, Huang Hai added an umbrella in the style of Ukiyo-e painting, which combined with the classic scenes of the film to form a feeling of "home".
In addition to a strong sense of beauty, it also shows the family concept conveyed by the film to the fullest. Director Hirokazu Koreeda praised the euphemistic and implicit beauty of the East.
In the 20 18 Best Poster in the World selected by British Film Magazine, My Neighbor Totoro and the thieves are among the top 20.
Including the documentary of 20 16 fire.
I am repairing cultural relics in the Forbidden City.
Huang Hai also designed a series of posters.
In one of them, he chose the part of "Ruyao Green Glaze Three-legged Bottle" as the background color of the poster, and added a silhouette of a figure with uniform tone on the broken porcelain.
It not only combines figures and artifacts, but also shows the daily restoration work of craftsmen in detail. Perfectly convey the theme of "great history, small craftsmen, choose one thing, lifelong".
The Yellow Sea also helped Chen Kaige.
Monk Comes Down The Mountain
Designed a very eye-catching preview poster.
At that time, when this kind of ink-and-wash poster came out, it made people feel full of advanced feeling, and everyone's expectations for the film were much higher.
But in the final official poster, the director still chose the version of Stars, which is a fairly good movie.
Besides, who will go to see this movie without a star? Stories? Chen Kaige has been unable to tell stories for a long time.
An excellent movie poster carries the most sincere emotion and artistic conception behind a movie, not a simple group of people.
While fully guiding the commercialization of movies, it can also carry forward the aesthetics of the East. No wonder so many people say:
Basically, the film doesn't match his poster.
Finally, let's enjoy the works of some masters.
What are the types of posters _ What are the types of posters? 1. Arts and Crafts Movement
1. The "Arts and Crafts Movement" originated in Britain, representing a social behavior and bearing the idealistic thought of transforming society;
2. Not a specific style, but a variety of styles coexist;
3. Advocate artists to engage in design and oppose "pure art"; Advocate the combination of beauty and technology, be loyal to materials and create simple and applicable works;
4. American designers are deeply influenced by the British arts and crafts movement, and their designs are not complicated or decorative;
5. USA: Gastavy: Set up its own studio in new york, publish the influential magazine "Craftsman", and advocate a simple and practical style. The simple furniture design reminds people of the furniture style in the pioneering period;
6. United States: Wright: master of architectural design, who comprehensively applies the influence of the East and the West, has the skill of using pure natural materials, and the building and the environment are harmonious and unified; The representative works are "Flowing Water Villa" and "Guggenheim Museum".
Two. neoclassicism
1. "Neoclassicism" is an artistic style, which was popular in Europe from the end of 18 to the end of 19. It pursues the characteristics of sublimity, solemnity, conciseness, elegance and moderation, as well as "noble simplicity and majestic magnificence", which has retro interest;
2. Background: Baroque and Rococo styles prevailed in Europe before18th century, and their complicated decorations and precious metal inlays gradually aroused people's disgust. The excavation of the ruins of Pompeii, Rome, aroused the upsurge of learning classical art in Europe;
3. Architecture: the pursuit of simplicity, independence and integrity of architectural modeling, simplicity of details, conformity of form with structural logic, and reduction of pure decorative elements show people's yearning for rationality;
4. Furniture: Being good at designing simple and practical forms, it is the forerunner of modern furniture design.
Three. Art nouveau movement
1. "Art Nouveau Movement" is an artistic style, covering about 1880 to 19 10 years. It is a decorative art movement in Europe, and Belgium and France are the birthplaces. In Italy, it is called "freestyle"; In Germany, it is called "youth wind"; Known as the "Art Nouveau Movement" in France; In Austria, it is called "sensational style"; It is called "modern style" in Spain. Art Nouveau movement is a transitional style and an intermediary link in the transformation from traditionalism to modernism.
2. Motivation: First, break with historicism and break the old tradition; Second, draw a clear line with naturalism and oppose copying mechanically;
3. Involved in architecture, furniture, interior decoration, daily necessities, clothing, book binding, illustrations, posters, etc. , and carried out a comprehensive design, creating a new era style.
4. It advocates drawing inspiration from nature, taking various animal and plant patterns as decorative themes, and mostly taking abstract curves symbolizing organic forms as decorative patterns, showing intricate curves, dynamic rhythms and exquisite and elegant aesthetic tastes.
5. Belgian Art Nouveau Movement: Wilde: Dean of Bauhaus School of Design, with exquisite and moderate decoration and simple and reasonable functional structure;
Vidocq Hota: Art Nouveau in Sports Master often uses interwoven and twisted lines in architecture and interior design, which are called "Belgian lines" or "whip lines";
6. French Art Nouveau movement: the pursuit of gorgeous and elegant style is the product of classicism and symbolism, representing the "six-person group". The most representative work is the design of the Paris subway, commonly known as "subway style";
7. Austrian Art Nouveau Movement: the Vienna Separatist School, the core figure Hoffman, uses straight lines, pays attention to geometry, and is concise and modern.
Four. artdeco
1. "Art Deco Movement" originated from 1925 "Paris International Exhibition of Modern Industrial Decoration Art" held in Paris, and developed synchronously with the modernist design movement;
2. It is an extension of Arts and Crafts Movement and Art Nouveau Movement, and it is also a decoration activity after the designer accepts mechanization and new materials adapt to mass production; Comprise a plurality of fields;
3. I like to use straight and symmetrical abstract forms, extremely shiny materials and colors with strong color effects, and I also like to use new materials such as machinery, reinforced concrete, synthetic resin and tempered glass;
4. America: combining pop culture, it is luxurious, exaggerated, charming and grotesque;
Representative: Paul Fuchland: Representative works: Empire State Building, Rockefeller Center, Chrysler Building.
Verb (abbreviation of verb) artistic revolution
1. Cubism: emphasizing the connection with mechanical aesthetics and geometric composition.
2. Futurism: The worship of machinery established its position in modern design.
The intransitive verb Russian constructivism
1. Pursue the language in line with the spirit of industrial society, praise machine production, advocate mass production and industrial materials, and advocate transforming society with industrial spirit; Constitutionalists call themselves art engineers;
2. It has a great and far-reaching influence on modern design, and Bauhaus teaching is deeply influenced by it;
3. Representative: Malevich
Tatlin: The Third International Memorial Tower, created in 19 19, is a simple spiral geometry, expressing firm and progressive political beliefs.
Seven. Descartes school of abstract painting
1. The international modern art movement centered on the Netherlands, which was active in1917-1,started from cubism and eventually became a purely abstract movement; Genre comes from style magazines;
2. The application of abstract geometric figures and strong colors to divide space and seek the basic law of harmony has had a great impact on traditional pure art and decorative art; Express the universal harmony and order between the universe and nature, and explore the laws covered by the appearance of things;
3. Representative: Dutch design master Ritveld, whose main works include red and blue chairs, coffee tables and Berlin chairs. His works feel hard and even uncomfortable. He used the simplest form and original color to express profound modeling ideas, not only like products, but also like sculptures. It is an abstract model and a milestone of modernist design.
Eight. streamlined design
1. Streamlining was originally an aerodynamic term used to describe the shape of objects with smooth surfaces and smooth lines. This shape can reduce the wind resistance when the object moves at high speed. In industrial design, it is a modeling language symbolizing speed and the spirit of the times, which is widely used in the design of automobile household appliances.
2. Popular in the United States, it mostly adopts the form of smooth appearance and smooth lines, which is a "teardrop" language style; Rich in strong flavor of the times, it is in the same strain as modernism and symbolism, expressing praise for technology and speed. Many streamlined designs are purely symbolic and have no functional significance.
Nine. corporate image design
1. is closely related to packaging design, and different signs in the market mean different companies;
2. Trademark is the core of corporate identity design, which is used in every product, from product to advertisement;
3.Baehrens: the first person to realize this design.
X. avant-garde design
1. Avant-garde design is a French word that describes the artist's transcendence of contemporary cognition and design concept;
2. It has a great influence in the history of design, guiding the new trend of the times and constantly innovating new styles.
The 11th Anti-design Movement
1. 1960 was founded in Italy, which is a design movement and a radical design pattern against the mainstream.
2. Reject the reasonable elements of modern sports and strive to realize individual creativity in design;
3. Refuse to spread conservatism, devote to spontaneity, creativity and constructiveness, and advocate diversity rather than simplicity;
4. Representative: Italy "Memphis", furniture design.
Twelve high-tech styles
1. An industrial design style, which adopts high and new technologies and strives to express new technologies aesthetically;
2. It was fully used in architecture, and it was all the rage in 1960s and 1970s.
3. Its "minimalist decoration" and "over-expression of technology and times" are indifferent and impersonal;
4. Representative: Pompidou National Art and Culture Center, founded in 1976, Paris, France.
Memphis Design Pompidou National Art and Cultural Center
Shisanbopu design
1.60 rose in Britain in 1960s and spread to Europe and America. It has the meaning of popularization, popularization and popularization, represents the taste of the public, pursues the alienation and entertainment of forms in industrial design, and reflects the optimism in the period of economic prosperity.
2. Break the boundaries between art and life and all traditional aesthetic concepts; Break the serious, indifferent and single face of industrial design after World War II, and replace it with humorous, humanized and diversified design;
3. Using ready-made industrial and commercial products, after transformation and processing, they are reassembled together, giving them certain social and ideological significance, thus forming new works of art;
4. Boldly explore and innovate, showing unprecedented exaggerated, strange and imaginative shapes; Simple and bright colors; Most of the materials are plastic or cheap fiberboard, ceramics and so on.
5. The market target is the youth group, which caters to the arrogant and cynical life attitude of modern youth and the consumption mentality of seeking novelty and novelty and discarding after use;
6. Pop design has a far-reaching influence, laying the foundation for the development of post-modern art, followed by light effect art, illusion art, oriental mysticism and spatialism.
7. Fashion: mini skirt designed by Mary Quait in Britain, spacesuit of Guhaige in France; Furniture industry: cheap, bright and strange furniture designed by the Koran, fiberboard chairs decorated with English letters in Mudosh; Roger Ding's toy-like blow-molded chair; In graphic design such as packaging, book binding and advertising, there is also a striking pop style.
8. Representative masters: artist richard hamilton, sculptor Paul and artist Andy Warhol.
Fourteen international styles
This concept was put forward in 1. 193 1 year, which is mainly used in the field of architecture.
2. International style transcends national boundaries and combines function, technology and geometric language to produce modernist aesthetics;
3. In the 1920s and 1930s, the international style of architecture and interior design was embodied in geometric formalism, and steel and glass were widely used. Later, the combination of sculpture elements and organic elements humanized the international style; There are non-human materials, bare rough gray cement surface, rigid geometry;
In 1980s, postmodernism sounded the death knell of international style.
Postmodernism in the Tenth Five-Year Plan
1. The value orientation of "postmodernism" is less construction and more deconstruction; Features are: historicism,
Decorative, eclectic and entertaining;
2. First of all, in the field of architecture, American architect Venturi put forward that "less is boring" in "Complexity and Contradiction of Architecture" published by 1966, emphasizing the importance of public interest; British architect Charles Jencks first put forward the concept of "postmodernism";
3. Pay attention to the content of design form, and seek bright colors and sensational display effect;
4. Representative Works: AT&T Building, Plaza Italia, New Orleans.
Sixteen Bauhaus Sports Functional Design Radical Design Functionalism Deconstructs Green Design (omitted)
Summary: Today's product design is closely related to the background of the times, whether it is structure, modeling, color, decoration, it will be deeply branded with the times; Design helps us understand this era, people's dreams, wishes, longings, disappointments and hidden hopes; Design is not only the need of function and technical standards, but also expresses social philosophy, ideology and complex cultural phenomena. It expresses the progress of human civilization in a material way.
On February 28th, Chongqing Daily reporter learned from the organizing committee of the first Chongqing Graphic Design Competition of "Bayu Craftsman Cup" that the prizes of the competitions have been clearly set, namely, the first prize 1 10,000 yuan, the second prize 5,000 yuan and the third prize 3,000 yuan.
It is reported that the first Chongqing Graphic Design Competition of "Bayu Craftsman" Cup was jointly sponsored by the Municipal Press and Publication Bureau, the Municipal Human Resources and Social Security Bureau, the Municipal Education Commission and the Municipal Federation of Trade Unions, and was undertaken by the Municipal Printing Association and chongqing business vocational college. The purpose of this competition is to stimulate the enthusiasm of graphic design professionals for innovative production of excellent products, and to cultivate a group of high-level innovative and creative design talents with strong ability and professional skills.
The contest includes three sections: theme poster design project, cultural and creative IP design project and lithography project. The lithography project consists of a student group and an employee group. Among them, the theme poster design and Wenchuang IP design project are carried out by combining online submission of entries with offline actual operation, and the lithography project is carried out by combining offline theoretical knowledge examination with actual operation.
It is worth mentioning that the theme poster design of this competition must be based on the theme of "scholarly Chongqing", and the cultural and creative IP design project must be based on the theme of "* * * building scholarly Chongqing * * * enjoying a better life". From now until March 3 1, contestants can submit their works for the primary election and hold the offline finals in late April; The registration time for the graphic design project is from now until March 18, and the preliminary and final competitions are in late March 2022. All contestants must go through the website of Chongqing Graphic Design Competition (
).
In terms of award setting, the theme poster design and Wenchuang IP design project have 1 first prize, 2 second prizes, 3 third prizes and 15 first prizes respectively. First prize 1, second prize 2, third prize 3, first prize 10 for students and staff of lithography project. In addition, there are 10 excellent organization award and special contribution award, 5 excellent referees and 6 excellent tutors.