As an excellent designer, you need to have rich ideas, keen observation and perceptual knowledge of beauty. Here, I will introduce the composition, lines and surfaces of graphic design knowledge. Welcome to read!

The composition of graphic design knowledge points 1 1. What are the indispensable factors in the design? What is the most important factor?

1, one is the material, and the other is the skill, technology, knowledge and experience of using tools for processing, which are five necessary conditions;

As an excellent designer, you need to have rich thoughts, keen observation and perceptual knowledge of beauty, which are indispensable and important factors that constitute "creative inspiration".

Second, where did the design ideas and creative inspiration come from? How can we generate creative inspiration?

1. In a big way, it comes from the background of the times and from our lives. Current events make heroes, and times make artists.

Such as: war years, works reflecting life in war years;

For example, a student's creative consciousness mainly comes from ideas and concepts related to learning. (such as charging engineering)

2. The inspiration of creation comes from the cultural knowledge and information of artistic works. Spend more time to appreciate and analyze all kinds of excellent works, which can cultivate people's thinking ability in images, open up creative ideas and increase creative inspiration.

3, inspired-realize inspiration (what should I pay attention to when designing? )

We must master the basic ideas of creation and the basic principles to be followed in design.

What are the basic ideas of creation and the basic principles in design?

Third, the elements of modeling composition

Components:

1, shape: point, line and surface.

2. Color: hue, lightness and chroma.

3. texture.

A. key point: it is one of the basic elements of design.

Geometric angle: A point has only position, but no area.

From the point of view of modeling design, a point cannot be visually expressed without a shape. Given its size and area, it will have a shape. The smaller the point, the stronger the feeling, and the larger the point, the more multifaceted the feeling will be. Clever point composition can create a three-dimensional sense with complex features such as curved surfaces and shadows.

B. line: straight line:

Curve;

Geometric angle: the line has no thickness, only length and direction.

Design: Using visual means to show the position, length, thickness and width of lines, and mastering the composition characteristics of lines will make creative thinking more open.

A, a point keeps moving in a certain direction to form a straight line, and when the moving direction of the point changes, a curve is formed, the movement of the line becomes a plane, and the movement of the plane becomes a solid.

B, thick lines are strong, thin lines are sharp, and there is a sense of speed.

C, surface: the movement of the line forms a surface.

The surface has a length and a width; No thickness, just the surface of the body.

Think of points, lines and surfaces as bricks, water and sand for building, and learn how to use them. And combined with their own aesthetic characteristics, to build a variety of houses.

Application of color in basic theoretical knowledge of graphic design

First, the composition of color

1. Definition: two or more colors are mixed according to different purposes. According to certain principles, we recombine and match to form a new color relationship, which is called color composition.

Pay attention to the observation of life and improve the ability of understanding, expressing and appreciating color.

2. Colors are divided into:

Second, the characteristics of color

1, color is the visual effect produced by the stimulation of light, light is the cause, color is the result of feeling, and there is color when there is light.

2. Objects that can emit light by themselves are called light sources. Such as: sun, fire.

3. The human body adapts to the brightness and color of light. Walking from a bright room to a dark room, people live in different environments: they have different perceptions of color.

Third, color mixing.

1, primary colors: colors that cannot be mixed with other colors are called primary colors.

Seven primary colors (red, orange, yellow, green, cyan, blue and purple)-> Five primary colors (red, yellow, green, blue and purple)-> Primary colors

2. The three primary colors of colored light: red, green and blue.

3. Elements of color: Any color has three attributes: lightness, hue and purity, which are called elements of color.

Brightness: refers to the brightness of a color. Brightness is suitable for expressing the three-dimensional sense and spatial sense of objects, and is the basis of color matching.

Hue: refers to the appearance of color. Generally speaking, a good sense of color means a keen sense of tone and rich colors.

Purity: refers to the purity of color. Adding black, white or gray to any color will reduce its purity.

Fourth, color gives people the feeling that:

Bright colors with high lightness have the feeling of forward expansion, while dark colors with low lightness have the feeling of backward contraction.

Colors are also light and heavy. In terms of hue, warm colors give people a lighter feeling, while cool colors give people a heavier feeling.

People will have different emotional reactions to different color stimuli, and rational use of the characteristics of various colors will make the design achieve ideal results.

Five, the association and symbol of color

Color association can be divided into concrete association and abstract association.

Concrete association of colors, abstract association

Enthusiasm, danger, energy, etc.

Orange lights, oranges and autumn leaves are warm, joyful and jealous.

Yellow lemon, winter jasmine, egg yolk, etc. It is bright, hopeful and happy.

Green grass, leaves and seedlings are peaceful, safe, growing and fresh.

Blue sky, sea, water, etc. They are all calm, long-lasting, rational and far-reaching.

Purple grapes, eggplant and violets are elegant, noble, solemn and mysterious.

Night, ink, coal, etc. They are all serious, energetic, scary and afraid of death.

White clouds, flour, snow, salt, etc. It is pure, sacred, clean and bright.

Gray clouds, plant ash, bark, etc. Ordinary, frustrated, humble, moderate, etc.

Some colors have special symbolic meanings:

For example, yellow symbolizes sunshine, which is the special color of ancient emperors in China. Ordinary people are not allowed to use it indiscriminately, and it is also a noble color in ancient Rome.

Note: When making international advertisements, we should take into account the preferences and taboos of the countries and regions involved in the advertisements to avoid the unnecessary influence of colors.

Six, color contrast

1, color contrast refers to the obvious difference between two or more colors, and the relationship between them is called color contrast.

2. Color contrast includes lightness contrast, hue contrast, purity contrast and cold and warm contrast.

3. Brightness contrast: used to express the level, volume and spatial relationship of color.

When the contrast is strong: strong sense of light, strong sense of volume, high definition and high definition;

When the brightness contrast is weak: the light perception is weak, fuzzy, fuzzy, flat and strong, and the image is not clear.

Application of basic theoretical knowledge of plane composition in design

Elements of using text in design

In excellent advertising works, words should have the following four elements:

1, the text is concise and lively, approachable (complicated and abstruse text will bring people rebellious psychology);

2, short, beautiful, thought-provoking (advertising words should be able to touch people's hearts, when consumers see or hear this advertising language, they can understand its meaning and read it catchily. );

3. Humorous and humorous, with personality;

4. Be accurate and true (exaggerating and concealing the facts in advertisements will make people have rebellious psychology and distrust the enterprise. )。

Basic knowledge of poster design

Posters are also called "posters" or "posters". It belongs to outdoor advertising. Distributed in streets, theaters, exhibitions, business districts,

Public places such as stations, docks and parks. Street art is also called "instant" abroad.

Compared with other advertisements, posters have the characteristics of large screen, wide content, rich artistic expression and strong foresight. For those who study design. Put up advertisements. I'm afraid the first thing that comes to mind is the poster.

1, big screen

Posters are not designed to be held in your hand. They should be posted in crowded places. It is disturbed by the surrounding environment and various factors, so it must be presented to people with big pictures, prominent images and colors. Its pictures are full open, folio, long three open and extra large (eight open). ).

2. Strong farsightedness

In order to impress people who come and go in a hurry, in addition to the large area; Poster design should also fully embody the principle of positioning design. With a distinctive trademark and logo. Title, graphics. Contrast color, or a large area of blank, simple visual process. Become the visual focus. If we distinguish advertising from other visual arts in form, posters can be said to be more typical advertisements.

3. High artistry

As far as posters are concerned, they include commercial advertisements and non-commercial advertisements. For each poster. Very targeted. Commercial commodity poster notes are expressed in the form of artistic photography, realistic painting, comics, etc., leaving consumers with real touching pictures and humorous feelings. Non-commercial posters have a wide range of contents, various forms and rich artistic expression. Especially cultural and artistic posters. You can give full play to your imagination and artistic means. Many painters who pursue formal beauty actively participate in the design of posters, and use their own painting language to design posters with different styles and forms. Many modernist painters' works are in the form of posters. There have been many wonderful anecdotes and vivid paintings in the history of art.

Give full play to the large poster area. Good paper and exquisite printing. Give full play to your imagination by understanding the specific situation of manufacturers, goods, objects and environment. With its novel ideas, short and vivid titles and factory advertisements, it has a unique form of expression, emphasizing the forward-looking and artistic nature of posters.

The second part of the composition of point, line and plane of graphic design knowledge refers to the science that visual elements change on two-dimensional plane, that is, on two-dimensional plane, visual elements such as point, line and plane are reasonably decomposed, combined, reconstructed and changed according to certain aesthetic principles, and arranged and combined, thus creating an ideal combination form.

Constitutive form

There are repetition, approximation, gradual change, variation, contrast, aggregation, emission, specificity, space and contradiction space, segmentation, texture and illusion.

Intrinsic characteristics

Form of point, line and surface.

No matter how complicated the layout of the design is, it can also be simplified as "point, line and surface"

The characteristics and applications of points, lines and surfaces are explained one by one below.

A point on a plane

Many tiny images can be understood as points, which can be circular, rectangular, triangular or any other shape.

Point is essentially the simplest form and one of the basic elements of modeling. It has a certain area and shape and is the smallest unit of visual design.

Characteristics of points

Because the size, shape and position of the dots in the picture are different, the visual and psychological effects are also different.

Size of point

In plane composition, the concept of point is relative, in contrast, it has not only size but also shape. In terms of size, the smaller the "point", the stronger the feeling as a "point".

Whether it can be a "point" is not determined by its size, but by the ratio of its size to the size of its surrounding elements.

The smaller the body area, the more it can give people the feeling of "point"; On the contrary, the bigger the body, the easier it is to show the feeling of "face".

Shape of point

Fang: Steady, dignified, generous, practical and reliable.

Round: smooth, full and powerful.

Triangle or diamond: directional, emotionally biased, purposeful, diamond is more symmetrical than triangle, seeking individuality in balance.

Other irregular graphics: rich in personality, independence and publicity, very conspicuous in regular graphics, often used to enrich the picture.

Spatial position of point

The psychological effects of different spatial positions of points are also very different, and the psychological feelings brought by floating or sinking of points are completely different.

Second place: precipitation, quiet and low-key, not easy to be found.

Top: in line with human visual reading order

Center: Smooth and strong sense of concentration.

Golden section: it can attract people's attention and the layout has a sense of composition and form.

Point distribution and visual characteristics

Functionally, this point is the center of the force.

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