The golden section law and its application in visual communication design Peng Abstract: Through the systematic analysis and research of the golden section law, this paper discusses the aesthetic principle and some design laws of the golden section law, and reveals the scientific role of the golden section law in visual communication design. The application of golden section law in design often appears in architectural design, such as villas in Ludwig Mies van der Rohe (1886- 1969) and perfumes in le corbusier (1887- 1965). In the product design, there are the Barcelona chair designed by Mies Van Dello and the right cone basin designed by aldo rossi. In the mid-20th century, French architect le corbusier clearly put forward this concept. He found that the golden ratio has the nature of a series. Combining it with human body size, the gold standard ruler scheme is put forward, and it is used as the measure of modern architectural beauty. The following mainly discusses the golden section and its application in visual communication design. 1. The origin of the golden section law has been potentially applied as early as the artificial pyramids in Egypt. In the 6th century BC, the ancient Greek mathematician and philosopher Pythagoras (580-500 BC) was attracted by the melodious sound of a blacksmith's shop. As a result, he found that the size ratio of anvil and hammer was close to 1: 0.66438+08. After returning home, let the students divide a wooden stick, and the result is a mysterious ratio: that is, point C divides the wooden stick AB, and the ratio of the whole AB to the long BC is equal to the ratio of the long BC to the short AC. Then I found that putting AC on BC got the same proportion. Later, later generations found that this ratio could be divided infinitely, and their ratio was almost 1: 0.6 18. This may be the earliest record that humans clearly discovered the "golden section". 2. The proportion and composition of the golden section means that a straight line (or rectangle) is divided into two different parts, and the dividing point (or line) divides the larger part and the smaller part into a certain proportion (as shown in figure 1). The specific proportion formula is: AC/BC=AB/AC(AC is the long side and BC is the short side), and its ratio is about 1.6 18: 1 or 1: 0.6 18. How is this ratio calculated? Suppose AB = 1, the length of AC is a, and the length of BC is 1-A ... So we can get: a2+a- 1=0, and calculate the exact value of A as 0.6180339875 ... There are also two forms and variations as follows. First of all, it is manifested in its formal beauty. /kloc-In the late 9th century, the German psychologist Gustav fechner made an experiment, in which he measured various rectangular artifacts. As a result, he found that most people prefer rectangles with side-to-side ratios close to the golden section law, which shows from one side that golden ratio graphics have a visual pleasure that meets human standards. Secondly, there are many physiological and psychological reasons. 1. Scientific research on physiological causes shows that binocular vision is the total area surrounded by two circles with different hearts. If the center of one eye is used as the dividing point to divide the length of the whole binocular vision, that is the golden ratio. Therefore, this field of vision is the comfort zone of vision, which may also be the physiological reason for the aesthetic feeling of the golden section. Deep description can be explained and traced by the concept of collective unconsciousness mentioned by philosopher Jung: because the golden section law may coincide with the accumulation of a kind of innate visual recognition ability of human beings. That is to say, in the long-term development of nature, due to the environment around human beings, various forms and styles of animals and plants all contain the biological law of this form ratio, which has long acted on the human visual system, so that nature has decided this "golden" visual pleasure of human beings in a subtle way (for example, the organs of flowers and leaves grow spirally, so as to ensure that the leaves will not overlap and the lower leaves are just right. Therefore, it is the best choice to arrange the blades along the logarithmic spiral according to the golden section of the circle. Radially symmetrical flowers and spirally arranged fruits also conform to the golden section law in mathematics. This should be a "natural selection" of evolution. )。 In fact, the proportion of human body is mostly divided according to the golden section law. The ancient Greek philosopher ProTegla once said that "man is the measure of all things" implies that man is the creation of this law in nature. 2. Psychological reasons for the aesthetic feeling of golden ratio As we all know, balance is a natural law and state. In physics, a law derived from thermodynamics is that all physical movements in the world can be regarded as activities tending to balance. At the same time, in the field of psychology, Gestalt psychologists have also come to the conclusion that every field of psychological activities tends to be the simplest, most balanced and most regular organizational form. Therefore, arnheim deduces Freud's viewpoint and draws the conclusion that balance is the ultimate goal that any self-actualizer wants to achieve, and it is also the ultimate destination that he wants to complete all tasks and solve all problems. The golden section is the best proportion to achieve human visual balance and psychological balance. This may be the deep psychological reason for its aesthetic feeling. ? ? The law and design of the golden section, whether it is the pyramids in ancient Egypt, the Parthenon in ancient Greece, the Taj Mahal in India, Notre Dame or the Forbidden City in China, the Qin bricks and Han Wadang in China all coincide with the golden section. In fact, the world around us today, from matchboxes, envelopes, stamps to some industrial products and buildings, has the application and embodiment of the golden section. In today's visual communication design, many design categories have skillfully used the golden section and achieved good results. For example, some models of school logo design: the overall shape of the logo is circular, consisting of two circles, and the ratio of inner and outer circles is 0.68: 1, which is close to the golden section ratio and conforms to the aesthetic effect. Another example is the design of some business cards: all of them conform to the golden ratio, and the second business card has been divided twice, which has a strong formal aesthetic feeling. Similarly, in the packaging design, it is also reflected in: in the composition of this toothpaste box packaging, the golden section? What are the patterns of lines and matches? Jeno? The font is divided into two; The star highlight is on it; The circle on the toothpaste-like pattern lets you see through the atomic structure of toothpaste like a magnifying glass? Bright white particles? ; One-fifth of the gray stripes are placed at the bottom, which enhances the overall stability of the pattern. In terms of visual comfort, the golden section is its best position. In terms of poster design, the above three posters are respectively "Poster of Constructivism" by Jan Qi Keld, "Professional Photography" and "Poster of Formal Art" by Marx Bill (the darker auxiliary line is the golden section line added later). Both of them are excellent graphic design authors. They skillfully use the golden section rule in poster works to create extraordinary artistic style. To sum up, it is precisely because the golden section law has profound philosophical, physiological and psychological meanings and conforms to a natural law that seems to be innate, so it has applications in many fields. We should not only explore the theoretical connotation of its significance, but also explore its application fields. Use it to guide design and make it more widely used in the field of visual communication. Of course, if we really want to make good use of it, we should also take into account the traditional culture of China, that is, "when the moon is full, it will be deficient, and when the water is full, it will overflow", so as to use it flexibly and skillfully. In order to make our design conform to people's visual aesthetic psychology, and at the same time better play the role of the golden section law in visual communication design.
0.6 18 is a mysterious number full of infinite magic. It was first discovered by the Pythagorean school 2,500 years ago, and was later praised as the "golden section" by Plato, a famous ancient Greek philosopher and aesthete. So 0.6 18 was originally named because of its pleasing proportion in plastic arts. At the end of15th century, Luca Baciorri, a missionary of the French church, discovered that the reason why the pyramids stood for thousands of years was mainly related to the ratio of their height to the base length, which was 5: 8, which was very close to 0.6 18. Because of the mystery and value of this mysterious proportion, he called the golden section "golden ratio law", and later generations called it "golden ratio", "Huang Jinlv" and "Chinese-foreign ratio".
Wonderful golden section
In daily life, we can see the harmony of books, national flags, desktops, TV screens and other items, mainly because their length-width ratio conforms to the golden section. In addition, we also found that many buildings in the world can find the shadow of the golden section. Whether it is the pyramids in ancient Egypt or the Parthenon in ancient Greece, whether it is the Taj Mahal in India or Notre Dame de Paris in France, although their architectural styles are different, the golden section rule is used intentionally or unintentionally in the overall composition design. So do animals and insects, such as dogs, horses, lions, tigers and butterflies. The reason is that their ratio is generally close to the golden section.
So do we humans. Anyone who looks elegant, the proportion of all parts of the body is close to the golden ratio. The ancient Greeks believed that a healthy human body was the most perfect, and there must be various beautiful and harmonious proportional relationships in a healthy human body. The announcer of the party usually does not stand in the center of the stage, but at 0.6 18 on the side of the stage, which looks more harmonious and pleasing to the eye.
The embodiment of golden section in human body and plants
The golden section is not only pleasing to the eye in art and aesthetic form, but also can be seen everywhere in our human body and many other creatures. The ratio of human body from the top of the head to the navel is close to 0.618; The ratio of navel to throat and navel to top of head is also close to 0.618; It extends backward from the front of the brain to the lower part of the parietal lobe, which is the key part of the brain to deal with mathematical thinking, three-dimensional images and spatial relations, just close to 0.618; The proportions of hip circumference and trunk, upper limb and lower limb, lower limb and whole body, shoulder joint and elbow joint, elbow joint and wrist joint, knee joint and ankle joint, heart and chest cavity, eyes and face all follow the mysterious golden ratio law wonderfully.
It is also found that many important acupoints, health, diseases, growth and development of the human body are all related to the golden section, and even medicine and health preservation are inextricably linked with 0.6 18. For example, from the top of the head to the back of the head, 0.6 18 is Baihui point; The point 0.6 18 from the mandible to the top of the head is Tianmu point; The point 0.6 18 from finger to wrist is Laogong point; Yongquan point is located at 0.618 from heel to toe; The 0.6 18 point from the sole of the foot to the top of the head is the Dantian point ... For another example, the normal body temperature of a person is about 37℃, but when the outside temperature is 23℃, people feel most comfortable. In this environment, the physiological function, life rhythm and metabolism level of human body are also in the best state, and the ratio of 23 to 37 is also close to 0.6 18. Water is the most common substance in human body, accounting for 60% ~ 70% of adult's weight, and its proportion is very similar to that of gold. The most mysterious coincidence is the DNA in our lives. Each double helix structure contains the golden section, because each spiral structure is composed of the ratio of length 34 angstrom and width 2 1 angstrom, and their ratio is 0.6 190476, which is very close to the golden section ratio of 0.6 180339.
In many plants, the shape of their growth is usually close to the golden ratio. On the stem of a plant, the angle between two adjacent leaves is generally137 30', which is exactly the golden ratio of a circle. It is found that this included angle has the best ventilation and lighting effect on plants. In addition, sunflower also contains many structures and principles of the golden section. The distribution of melon seeds on sunflower disc is usually two kinds of spirals: left 2 1 and right 2 13, and the ratio of 13 to 2 1 is very close to the golden ratio of 0.6 18. Through calculation, we can know that the spiral arrangement of sunflower seeds can get the maximum number in the smallest area.