Advertising has been sprouting in China for a long time. In the poem, "Excuse me, where is the restaurant? The shepherd boy refers to Xinghua Village, and the Tang Dynasty poet Du Mu refers to the wine garden with the words Xinghua Village written on it. The earliest industrial and commercial printing was the propaganda print of Liudian in Jinan in the Northern Song Dynasty, which can be regarded as the embryonic form of advertising poster in China. /kloc-Before the 0/9th century, the main advertising form in Europe and America was text-based posters. Since then, due to the continuous development of printing, color posters based on pictures have increasingly become the main form of expression. Modern poster art originated in Europe, among which cultural poster is the closest to painting in all kinds of graphic design, which can be used to express the designer's own inner feelings and aesthetic tendencies. Therefore, poster design has always been the most commonly used training and competition subject in graphic art teaching. The most important international poster exhibitions are Warsaw International Poster Design Art Biennale, Colorado International Advertising Poster Invitation Biennale, Mexican International Advertising Design Art Biennale, Lahti International Advertising Design Art Biennale and so on.
I. Images and words
In a narrow sense, images refer to the collection of images of various things in nature through modern scientific and technological means (such as cameras). The image in graphic design also includes the graphics of graphic modeling formed by designers through basic elements such as points, lines and surfaces. Images can instantly attract people's attention, and they are a world language that can transcend national boundaries and nations, so they are the most infectious and expressive. Text introduction can supplement information and accurately describe the content of the main object, and the unique narrative function of text is irreplaceable by images.
Second, the form of poster design
1. Art painting
In poster advertising design, the design method of artistic painting style is the main form of early print advertising posters. Today, the design of artistic painting style is favored by the audience for its unique beauty of simplicity and atmosphere and personalized visual language. Because of the particularity of this form of expression, it has a unique charm. At the same time, the expressive force of hand-painted posters also has the characteristics of randomness and development, which makes them have infinite vitality and infinite expressive force.
2. Physical photography
With the continuous progress of photography technology, photography is more and more widely used in plane poster design. This means of expression greatly enriches the form of graphic works and has unique expressive force, such as the real picture, strong attraction and persuasion. It has gradually become a visual culture with strong visual language, thus occupying a very important position in design.
3. Computer technology
The development of computer technology and the application of software have brought great changes to the design field. Of course, this also makes poster design reach a new height, making everything impossible possible. The application of computer technology in graphic design has brought fantastic expressive force to poster design, allowing designers to wander freely in their own creative rivers in the two-dimensional world, create scenes that cannot appear in real life through computer technology, and express their ideas with unique picture language. At the same time, it attracts people with gorgeous and fantastic pictures, diverse compositions and unparalleled effects, giving people unlimited space for daydreaming, and fully emphasizing the expressive force and impact of vision, thus making the visual communication language more interesting and ornamental.
To sum up, visual expression plays an irreplaceable role in graphic poster design and is a powerful visual language that must be possessed. It is precisely because of this visual expression that graphic design works can fully reflect their functionality and appreciation, and it is precisely because of this visual expression that designers' design intentions can be accurately conveyed and graphic poster design works can become a visual feast in the eyes of the audience.
Third, the creative law of poster design
1. Give priority to creativity and attach importance to connotation.
Creativity refers to a novel creativity, and "creativity" with cultural connotation is the soul of poster design. Einstein said, "Imagination is far more important than knowledge. Knowledge is limited, but imagination can surround the earth." China's traditional artistic creation pays attention to inner exploration and expression, and pays attention to artistic conception. Qi Baishi, a master of traditional Chinese painting, has a wonderful conception and successfully uses the technique of association. There is no frog in the picture, but the audience smells it.
With the improvement of social civilization, protecting animals has become a consensus, and many public welfare posters with the theme of protecting animals have won prizes in various competitions. The title of the poster "Man is a knife, I am a fish" comes from the classic story in Historical Records. "Knife" is interpreted as a knife and chopping block in Ci Hai, which is a tool for slaughtering livestock. Through the traces of the slaughter of birds, seals, frogs and other wild animals on the chopping block, the picture tells the ruthless destruction of wild species in nature by human beings, and appeals to people to put down their butcher knives when facing wild animals. This work takes the chopping block with the traces of animal slaughter as the creative symbol, which does not let the animal itself appear in the concept, and gives the viewer deep thinking with virtual methods.
Pine, bamboo and plum are "three friends of the old cold" Pine trees and bamboo will not wither in winter. Plum blossoms are cold-resistant, open, simple, simple, restrained and strong, which are their innate qualities. When the heavy snow came, all the flowers withered, but they were still full of vitality. The poster screen of "Three Friends in the Cold Year" has a large area of blank, highlighting the theme of fighting corruption and promoting honesty.
2. Color has strong impact and expressive force.
Color is an important factor that makes design have visual impact and artistic appeal. It is human nature to feel the beauty of color. The success or failure of an advertising poster depends largely on the use of color. In Qing Dynasty, Deng Shiru said: "The sparseness of calligraphy and painting can make the horse go, while the secrecy can't make the wind leak. White is often regarded as black, and the odd one comes out." In the composition of Three Friends in a Cold Year, white is considered as black, leaving white space makes the theme more prominent, and the picture is clear and easy to remember. At the same time, the black-and-white picture has the charm of China traditional ink painting, which is consistent with the theme of clean government in content. Enhance the visual effect and accurately express the design theme.
3. Influenced by internationalist style, pay attention to text arrangement.
In 1950s, internationalism was first born in Switzerland and the Federal Republic of Germany. Internationalism emphasizes functionality, advocates highly ordered and accurate visual communication function, and has highly standardized and rational design characteristics. Internationalism has had a far-reaching influence on the whole graphic design, including posters, and it is still the mainstream of poster design in various countries until now.
Text is a form of expression, but also the main composition of print advertising. It indirectly conveys visual information. In graphic design, characters often participate in composition as graphics, and are organically combined with other elements to form a whole, serving the content of advertising posters. China's seal script, cursive script, regular script and running script also have high aesthetic value. Regular script is elegant and beautiful, Wei Bei is tenacious and majestic, and cursive script is flowing freely, which can be used as a foil and foil for poster pictures, creating an extraordinary artistic atmosphere.
References:
Wang Shouzhi. History of modern graphic design in the world [M]. Guangdong: New Century Publishing House, 1998.
[2] White clouds. The Source and Direction of DD Poster Advertisement in China [M]. Beijing: China Building Industry Press, 2003.
[3] Dai Xiaodong et al. Three-dimensional space [M]. Jinan: Shandong Literature and Art Publishing House, 2003.
Author: School of Design, Shandong Institute of Light Industry
(Editor: Cao Ning)
How to design a poster? Professional is to design posters.
In the field of graphic design art, the most influential, academic and oldest design is poster advertising design. Poster advertising design has the most basic elements of visual communication design, that is, based on graphic expression, reflecting the artistic level of the times and the personal style characteristics of designers.
Successful poster works are based on graphic visual language, which embodies the designer's spiritual wisdom and aesthetic thought.
Design strategies and expression methods that should be followed in poster creation.
1, with a clear theme
Every poster always has a specific content and theme, so the graphic language should also be combined with this theme and must not be expressed at will. Instead, we should choose a suitable starting point on the basis of rational analysis and creatively express our thoughts with unique visual elements.
This poster is designed for the graduation design exhibition of the Institute of Modern Art. There is a bird's nest under the poster, and there are some eggs in the bird's nest that have not yet hatched. The Bird's Nest represents the big family of the school, and the eggs that are about to hatch represent our graduating students. The expression of words and numbers is concise and clear at a glance.
2. Strong visual impact
Advertising posters are usually set outdoors, and the advertising effect is closely related to whether the works can attract the attention of viewers. A work with strong visual impact will make people stop and pay attention to the content of the work patiently, thus leaving a deep impression and endless aftertaste.
This poster uses black and white contrast colors to make the whole poster look more calm, while the font uses bright blue to highlight the theme, making the whole design more lively and less boring.
3. Rich cultural connotation
An excellent poster design can not only successfully convey the theme, but also has a certain cultural connotation. Only in this way can it communicate with the viewer emotionally and spiritually, thus reaching a higher level.
The bird's nest and the eggs about to hatch at the bottom of this poster represent the school and the graduating students. In the embrace of the big family of school, we are pregnant with growth, and the school has brought us a lot of care and taught us how to grow. Eggs that break out of their shells represent students who are about to graduate, leaving the big family of the school and stepping into the society alone to face all the challenges.
Design is a step-by-step process, and only by continuous practice and summary can we make great progress. Through this advertising poster design course, I have a deeper understanding of poster design.
How to design the poster? 1, title: The title should focus on the content, so that people can see it at a glance.
Be eye-catching, distinctive, novel and concise. The font must be large, accounting for half of the newspaper, and the brighter the color, the better.
2. Text: clearly explain the nature of the activity, information introduction, commodity sales, etc. , and clearly indicate the price and promotion.
If it is a performance poster, it is necessary to write clearly the actors, operas, plays and so on.
3. Time: place, cost. The time and place of the event must be clear.
4. End: Start a new line and write your signature. Write the year, month and day under the name.
Extended data:
Poster design skills:
Composition skills, in addition to the contrast skills in color application, need to learn and master, but also need to consider several contrast relationships. For example, the comparison of the thickness of composition skills, the distance of composition skills, the density of composition skills, the dynamic and static comparison of composition skills, and the comparison of Chinese and western composition skills. Comparison of ancient and modern composition techniques.
1. Composition skills Thickness contrast: 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 works, 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). This style is just some packaging in 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 landscapes, we should study the perspective of close-range and middle-range, and in the design of packaging patterns, we should also adopt the same principle as the composition 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 used by Shuanghui for the first time. The first thing that comes into people's sight is the Shuanghui trademark with a blank background and the word "Shuanghui" with a huge white variety with a crimson square background (that is, a close-up view).
In turn, there are several main characters in the smaller "Braised Beef Noodles" running script (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 sense of hierarchy is also called the visual three-step rule. It takes into account people's habit of examining a still life picture from top to bottom and from right to left, and highlights the most important theme parts in turn. As a designer, at the beginning of creating a painting, you should know the theme of your appeal before making it, and create an atmosphere that stands out from the crowd. So the designed picture is like a powerful magnetic force, which tightly pulls the salesman's sight.
3. Density contrast of composition skills: When it comes to density contrast of composition skills, it is very similar to the contrast between simplicity 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.
At the same time, the theme is prominent. I see that in many 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 overwhelmed and breathless. This will not only not beautify the product and promote sales, but also make people bored and lose their 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, the explosive pattern in the background or around the name of a packaging theme, or a few seemingly careless crazy thick lines, or banded English or patterns, all present a "dynamic" feeling.
The theme name is dignified and steady and the background is calm, which is the contrast between static and dynamic. This contrast avoids everyone's vulgarity and rigidity. So the visual effect is very comfortable. Accord with people's normal aesthetic psychology.
5. Comparison of Chinese and Western writing skills. This contrast is often in a picture of packaging design, using the combination of cartoon techniques of western painting and traditional techniques of China or the combination of Chinese traditional studies and English.
And the picture directly highlights the western photo 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 ancient and modern composition skills: making foreign things serve China and making the past serve the present. Especially in order to express 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.
References:
Sogou Encyclopedia-Poster 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.
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.
Specific elements of poster design:
1, full visual impact, can be achieved through images and colors.
2. The content expressed in the poster is concise, and the main appeal points are grasped.
3, the content should not be too much
4, generally based on pictures, supplemented by copywriting.
5. The theme font is eye-catching.
Types of posters
According to different applications, posters can be roughly divided into commercial posters, cultural posters, movie posters and public welfare posters. Here, a brief introduction.
1. Commercial poster:
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.
2. Cultural posters:
Cultural posters refer to the propaganda posters of various social entertainment 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 in order to express their contents and styles in an appropriate way.
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 poster:
Social posters are ideological. This kind of poster has specific educational significance to the public, and its poster themes include various social welfare, moral propaganda, or political and ideological propaganda, and promote the spirit of love, dedication and common progress.
In-store poster design:
In-store posters are usually used in commercial storefronts for in-store decoration and publicity. 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.
Poster design for investment promotion:
Merchant posters usually aim at commercial publicity, 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 pay attention to highlighting the key points in the application of copywriting, not too fancy.
Exhibition poster design:
It has the function of spreading information, involving a wide range of content, rich artistic expression and strong foresight. Poster is an art of information transmission and a popular propaganda tool. 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.
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.
Steps of poster design:
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?
Specific elements of poster design:
1, full visual impact, can be achieved through images and colors.
2. The content expressed in the poster is concise, and the main appeal points are grasped.
3, the content should not be too much
4, generally based on pictures, supplemented by copywriting.
5. The theme font is eye-catching.
Types of posters
According to different applications, posters can be roughly divided into commercial posters, cultural posters, movie posters and public welfare posters. Here, a brief introduction.
1. Commercial poster:
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.
2. Cultural posters:
Cultural posters refer to the propaganda posters of various social entertainment 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 in order to express their contents and styles in an appropriate way.
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 poster:
Social posters are ideological. This kind of poster has specific educational significance to the public, and its poster themes include various social welfare, moral propaganda, or political and ideological propaganda, and promote the spirit of love, dedication and common progress.
In-store poster design:
In-store posters are usually used in commercial storefronts for in-store decoration and publicity. 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.
Poster design for investment promotion:
Merchant posters usually aim at commercial publicity, 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 pay attention to highlighting the key points in the application of copywriting, not too fancy.
Exhibition poster design:
Exhibition posters are mainly used to publicize exhibitions, 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.