You can talk about "How do novices design advertisements?"

Or "what is graphic design" as the theme of your graduation thesis.

The following information is for your reference.

Information 1

The standard of good advertising

An excellent advertisement is not measured by its beauty (of course, these are essential), but by whether it is suitable for your advertising target. To put it bluntly, it is whether it can stimulate sales.

Basic qualities of outstanding innovative talents

Both rational and emotional, with a wide range of knowledge and rich life experience.

Rationality: analyze and summarize the rationality of advertising logic.

Perception: quickly perceive color, position, size and the feeling that should be given to consumers.

Note on the picture:

1, the picture must have a distinct subject.

2. The picture should be suspenseful and attractive.

3. The pictures of functional products before and after use are very convincing.

Photos are more attractive than hand-drawing.

5. Using star photos can enhance memory.

6. Only one selling point needs to be highlighted in the picture, not too complicated.

7, the face of the character should not be large and the actual size.

8. Photographs that are too historic are not attractive.

9. Consider the subject of the picture with the mentality of the target consumer.

Pictures with 10, "baby", "small animals" and "sex" as the main body have the greatest influence.

1 1. Using sexy girls in men's products may lead men to ignore the products.

12, the attraction of color pictures is 1 times that of black and white pictures.

13, photos of food advertisements are indispensable.

Precautions for typesetting:

1. Important English titles should not be capitalized. (reduce awareness)

2. The title should not overlap with the picture. (visual impairment)

There are no punctuation marks in the title. (usually)

4. Each line of the text should not be too long. People are used to reading 40 words per line.

5, the text arrangement must be organized and regular, not too messy (inconvenient to read).

6. The text should be written in thin lines on black characters on a white background. (helpful for reading)

7. Text with deep background is extremely difficult to read. (Accelerating eye fatigue)

8. What if the text is very long?

● Subtitles are interspersed between the title and the text.

● Enlarge the first letter of the text.

Low text interspersed with subtitles.

● Leave blank at the end of the paragraph to distinguish the paragraphs.

● Important paragraphs or statements are bold.

● Use symbols to guide the line of sight.

9. Chinese punctuation marks have always been the failure of Chinese fonts, and the gap is too large, which makes many loopholes in typesetting (especially in the text part), making the whole typesetting not rigorous and exquisite. It is suggested to reduce the spacing of all punctuation marks by 50%.

10, and the text size should be controlled at 7-9 points.

Data 2

Now one thing is certain, the field of design is expanding, and this is a world that needs design. Although the latest statistics show that there are more than 700 formal teaching institutions in China, and the number is increasing. The number of students attending school has doubled, which makes the design education, which is already short of teachers and quality, even more tired. Moreover, China has no theoretical basis, and his knowledge and understanding of design is poor, which leads to a poor level of design education, and designers have become a generation of ninth-rate people who are only interested in profits without principles. And indirectly cause huge visual pollution to our living space. Who is responsible for our visual space? !

Although this paper starts from the concept of grand design, it tends to the direction of graphic design in the process of discussion, and summarizes the knowledge structure, skills, design elements, techniques and styles of graphic design. According to my personal understanding, combined with a large number of materials, I made some simple discussions to reveal the basic problems and core spirit of the design. Summarize the problems that designers play a universal role, so that designers can understand their knowledge structure, literacy, principles, professional ethics, responsibilities and so on.

In order to avoid dogmatism, please consider the gap between theory and practice as a methodology for understanding and thinking about design, which has only a general guiding role.

Chapter 1: Understanding Graphic Design

Understanding the definition and concept of design will be the first step to understand design, which will help us understand the scope of responsibility as a quasi-graphic designer.

Section 1: Correction and Classification of Graphic Design

The word "design" comes from the English word "design", which includes a wide range of design and architectural types: industry, environmental art, decoration, exhibition, clothing, graphic design and so on. But now the name of graphic design is very difficult in ordinary expression, because now the cross between disciplines is wider and deeper. Traditional definitions, such as the current name "graphic design, visual communication design, decorative design" and so on. This may have a lot to do with the characteristics of graphic design, because design is everywhere and graphic design is everywhere. In terms of scope, it is related to graphic design. Functionally, it is called visual communication, that is, using visual language to convey information and express opinions, while decoration design or decorative art design is recognized as extremely inaccurate and one-sided.

Now, after understanding the scope and connotation of graphic design, let's look at the classification of graphic design, such as image system design, font design, book binding design, line recording design, packaging design, poster/poster design ... It can be said that there are as many designs as there are needs.

In addition, commercial design and artistic design obviously exist.

The second part: the concept of graphic design.

Design is purposeful planning, and graphic 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. The bottom line of a visual work's survival should depend on whether it has the energy to touch others and whether it successfully conveys the information behind it. In fact, she is more like a interpersonal relationship, conquering the object by charm. Does your design have the charm of capturing people's hearts? Whether it is love at first sight or being born, you need to be like a gentle gentleman, a rebellious son who is unkempt, or a rigorous scholar. In fact, graphic designers have multiple roles. You need to know yourself, know yourself. You need to be the object of investigation. You should be one of the objects, but you don't like it. Your design represents the customer's product. Customers need your feelings to impress others. You are actually a person who "sells" his feelings. Graphic design is an art closely related to a specific purpose.

Section III: Features of Graphic Design

Design is the combination of technology and art, and it is the product of commercial society. In the commercial society, the balance between artistic design and creative ideal, objectivity and restraint is needed, and it is necessary to speak for the client through the mouth of the author.

Design is different from art because it should be beautiful, practical, considerate and people-oriented. Design is a need, not just decoration.

There is no concept of completion in design. Design needs to strive for perfection, constantly improve, challenge itself and declare war on itself. The key point of design is to find that it can only be achieved through in-depth feelings and experiences, and it is a challenge for designers to impress others. Design should be touching, enough details can impress people, graphic creativity can impress people, color taste can impress people, material texture can impress people, … organically combine various elements of design. Also, designers should understand that rigorous attitude itself can cause people's mental shock.

Chapter 2: The Road of Graphic Design

There may be many different ways to learn design, because it is determined by the diversified knowledge structure of design. No matter what you used to do, no matter what you used to do, after entering the design field, your previous experience will affect you, and you will face challenges and be eliminated, just as you can never achieve greatness by people's subjective wishes. ...

Section 1: Are you sure you want to enter this field? -Knowledge structure of designers

Designing a diversified knowledge structure will definitely require designers to have diversified knowledge and information acquisition methods.

The first step: from the understanding of points, lines and surfaces, learn and master the basic knowledge of plane composition, color composition, three-dimensional composition and perspective; We need to have objective visual experience, establish a rational thinking foundation, master the physiological laws of vision and understand the concept of design elements.

Step 2: Can you draw a sketch? 1998 the survey results of the Australian industrial design advisory Committee show that the first of the 10 skills that design graduates should possess is: "excellent sketching and freehand drawing skills. As a designer, you should have the ability to express visual graphics quickly and unrestrained. Painting art is the source of design, and design sketches are the paper form of creativity. We have reason to believe that painting is the foundation of graphic design and the foundation of graphic design! "

Step 3: What did you miss? Lack of traditional courses, such as pottery, printmaking, watercolor, oil painting, photography, calligraphy, Chinese painting, black and white painting, etc. Too many, you still have to ask yourself! In any case, these courses will strengthen your practical ability, expressive ability and aesthetic ability at different levels. The most important thing is to let you know what art is, and more importantly, to discover your own personality, but it is also a long-term process.

Step 4: "Can I start designing"? Of course not. What are you going to design? Just when you are about to start playing games, do you know the rules of the game? But you don't have to worry, you have entered the professional self-study, which means that you have just started, and you will step into this field with perseverance, no impetuousness, no complaints and a pragmatic attitude. Let's take logo design as an example. What kind of background knowledge do we need, meaning, origin, characteristics, design principles, artistic laws, forms of expression, composition methods and why do we need to know? Why Coca-Cola is popular all over the world; Why are we eager to wear Lee jeans? As a designer, are you satisfied with the visual environment around us? Ask yourself, what is your design ideal?

Step 5: You can see the quality of the design. Do you know why? In the last step, you have unconsciously entered the imitation stage of design by learning the basic knowledge of design. In order to move forward, we must review the history, and then shift from learning theoretical books to learning predecessors and excellent designers. This stage is accompanied by a long process, and your design level may be very unstable. Sometimes confused, sometimes happy. With a lot of practice and gradually mastering the whole operation process of design, you begin to become a mature designer.

You need to learn the rules and then break them.

Section 2: Can you be an outstanding designer? -Requirements for designers

1, a successful designer should have the following points:

First, a strong and keen perception

B, the ability of invention and creation

C, the aesthetic appraisal ability of works

D, the ability to express design ideas

E, with comprehensive professional intelligence.

Modern designers must have broad cultural vision, profound wisdom and rich knowledge; They must be knowledgeable, sensitive and innovative problem solvers. They should consider social reflection and social effects, and strive to design works that are beneficial to society and can improve people's aesthetic ability and psychological pleasure and satisfaction. They should summarize the characteristics of the contemporary era and reflect real aesthetic tastes and ideals. At least you should understand that excellent designers have their own methods, clear images and logical views.

Designers must be confident and firmly believe in their personal beliefs, experience, vision and taste. No blind obedience, no narcissism, no arrogance, no drifting. Face it with a rigorous academic attitude, not for individuality or design. As a designer, you must have unique quality and superb design skills, that is, no matter how complicated the design topic is, you must conscientiously sum up experience, think hard, scrutinize repeatedly, absorb and digest the same type of excellent design essence, so as to achieve new creation.

3. As a profession, graphic design has a great relationship with the perfection of designer's personality, which often determines a designer's design level. The higher the level, the better his understanding, balance, discrimination, coordination and handling ability, which will help him overcome one obstacle after another in his design career, so designers must pay attention to personal cultivation. Scholars often say, "fix its shape first, then practice its products."

4. The improvement of design must be carried out through continuous learning and practice. The extensive participation and concentration of designers are contradictory and unified. The former is the source of inspiration and expression, and the latter is the attitude of work. Good design is not only the creation of graphics, it is the result of a lot of intellectual work, covering different fields and playing different roles, which can keep us open-minded and bring more information to our design. The most important thing in design is ideas, and good ideas need to be cultivated and incubated. Design also needs a broad vision, so that information has a broad source. An important feature of learning graphic design is analogy, and art is essentially the same. The continuous flow of culture and wisdom is the magic weapon to become an evergreen tree in the design field.

5. Individualized design may come from the long-standing cultural tradition of the nation and the design thought with rich national cultural essence. Nationality, originality and individuality are equally valuable, and regional characteristics are also one of the knowledge backgrounds of designers. Future designers are no longer narrow nationalists, but the symbol of each nation is more reflected in the national spirit, and the nation and tradition will also become schema or design elements. As a designer, we should take national traditions and culture seriously.

Chapter 3: Plane Vision Science.

Vision will bring a series of physiological, psychological, emotional and action reactions to people. Design is the science of visual experience, which includes two aspects: one is that people feel the basic physiological reaction without artificial change, and the other is the composition of random or uncertain factors. Such as personal preferences, personality and so on.

First, relative stability:

Mainly physiological visual perception, people's visual habits, visual processes, visual logic, such as from top to bottom, from left to right, like coherence, repetition, like contrast, and in terms of color, people like contrasting complementary colors best, and so on. This is all related to people's physiological habits and is an instinctive reaction of people's physiological functions. As designers, we should fully understand and use this knowledge flexibly. Design is concerned about people. First of all, we should study these relatively stable aspects of culture and human perception, which need to be summarized in practice.

Second, the instability:

Instability mainly refers to the differences in emotion, quality, taste and experience. In the design process, you need to have certain judgment and grasp ability, and you need objectivity and restraint to complete excellent design.

Third, the science of design thinking:

Design should have scientific thinking methods, seek differences in similarities, seek common ground in differences, master and use various thinking methods, such as vertical and horizontal correlation thinking, divergent thinking, etc., and be good at using scientific thinking methods to find strange new visual images, so as to continuously discover new possibilities.

In fact, plane vision science is a profound knowledge. Only when this knowledge is perfected and popularized in depth can we ensure the general improvement of design level. This view is only put forward here, and needs to be systematically sorted out and discussed in the future with the research results of other disciplines.

Chapter four: The general process of graphic design.

The process of graphic design is a step-by-step and continuous improvement process. The success of design depends largely on whether the concept is accurate and perfect. The beauty of design is endless, and perfection depends on attitude.

I. Investigation

Investigation is a process of understanding things, and design needs a purposeful and complete investigation. Background, market survey, industry survey (about brands, audiences, products …), positioning, expression, and … survey are the beginning and basis of design (background knowledge).

Second, the content

The content is divided into two parts: theme and specific content, which is the basic information for designers before design.

Third, the concept

Conception is the first step in design, and thinking is more important than anything else in design. Creativity has always been independent of design. Perhaps this is the most difficult idea to convey in your visual works.

Fourth, mobilize visual elements.

In design, the basic elements are equivalent to the components of your work, and each element should have the purpose of transmitting and strengthening information transmission. Really good designers are often very stingy, and every time they use an element, they will consider the overall needs. In the page, the constituent elements can be divided according to categories, such as:

Title, text, background, tone, main picture, blank space, visual center, etc. Graphic design layout is a process of organically combining different elements. For example, in layout, frames (also called bones) are often used, and there are many forms, such as regular frames and irregular frames, visible frames and hidden frames; Among the font elements, the choice and collocation of fonts and fonts are very particular. The process of choosing font style is a process of aesthetic judgment, and the use of color can reflect a designer's understanding and cultivation of color. Color is a kind of language (information), which has feelings, can make people think, can make people feel cold and warm, before and after, weight, size and so on. Being good at mobilizing visual elements is one of the necessary abilities of designers.

Fifth, choose the expression technique.

Technology is skill. Today, with the proliferation of visual products, it is not easy to impress the audience. More visual works have been automatically ignored by people's eyes. How many ways can you convey your message? One is a complete and perfect design method expressed by traditional aesthetics, which will be appreciated and remembered by the audience. Second, it can be realized in novel or unexpected ways (including in materials). Third, there is crazy advertising and carpet bombing. Which do we need more? Although all three methods can achieve their goals, we know that their returns are different.

We have learned a variety of graphic processing and expression techniques in the three major components, such as contrast, analogy, exaggeration, symmetry, primary and secondary, light and shade, change, repetition, contradiction, radiation, rhythm, thickness, cold and warm, area and other forms. In addition, there are hand-drawn effects from graphic processing effects, such as oil painting, pencil, watercolor, printmaking, crayons, graffiti and others such as photography and old photos. So which one do you want to choose? It depends on your purpose and target group, as well as your design level.

Sixth, balance.

Balance can bring visual and psychological satisfaction. Designers should solve the balance of force field in the picture, balance before and after, and sense of balance is also the ability that designers need for composition. Balance and imbalance are relative, and whether it meets the requirements of the theme is the standard. Balance is divided into symmetric balance and asymmetric balance, including the balance of point, line, surface, color and space.

Seven, that's great.

Remember, you should create visual stimuli to sublimate your work.

Eight, about style

As a designer, he sometimes objects to style. The formation of fixed style means self-ossification, but at the same time, style is the embodiment of a designer's personality, preferences, experience and accomplishment, and it is also a sign of a designer's maturity. He believes that "only by understanding Datong can you walk alone."

IX. Production

Check items include: graphics, fonts, characters, colors, arrangement, proportion and bleeding. ...

Requirements: the visual imagination and effect should be pleasing to the eye, and more importantly, let the audience understand!