Layout composition in graphic design (my graduation thesis) (original)
Art Hundred Schools 2007-05-08 22:03:36 Read 58 comments 3 font size: large, medium and small subscriptions
Layout design is an important part of graphic design and a stage for all visual communication arts. We can't do without layout design at any time, whether it's advertising design, packaging design, newspaper layout and so on. On the surface, it is a kind of knowledge about arrangement; In fact, it is not only a skill, but also a high degree of unity between technology and art. The format is mainly attractive vision, which uses people's visual physiology and visual psychology to produce a powerful visual shock wave and firmly attracts people's attention. If a good graphic design wants to achieve a strong visual impact, it needs an innovative layout in layout design, which can reflect the theme and make people's visual experience have different effects. Layout is the overall expression of the layout of various contents in a newspaper.
"Uneven plane" is my understanding of the picture effect in graphic design. Many people call it format, composition, structure, sense of form … anything. Simply speaking, it is format composition, or format design. With the understanding and deepening of design, I feel that designers are pursuing the "uneven" effect intentionally or unintentionally. That is, using various plane elements, we strive to stretch the visual space on the plane material.
This concept of space includes natural sense of space and contradictory sense of space. With the designer's hobbies, layout requirements, visual impact needs, free choice. However, the techniques (or elements) used by designers are regular, regardless of the natural space or the feelings of contradiction space. For example: hollowing out; An exaggerated shadow effect; Use very realistic and textured images; Contrastive use of physical elements and painting elements; Use the contrast effect between colors; Use the overlapping effect of lines and color bars; Use the superposition effect of words and graphics, words and words; Comparison of proportional relations between characters and so on. In a word, the root of plane unevenness lies in the pursuit of change in layout design, which can be said to be one of the basic skills necessary for modern designers.
1. What is layout?
The so-called layout design is to organically arrange and combine limited visual elements on the layout and show rational thinking in a personalized way, which is a visual communication method with personal style and artistic characteristics. While transmitting information, it also produces a sense of beauty. The range of layout design involves newspapers, publications, books (picture albums), product samples, calendars, posters, record covers and web pages. Layout composition is a modeling concept, which refers to regrouping multiple units of different forms into a new unit and endowing it with visual and mechanical concepts. The difference between it and other paintings is that ordinary paintings impress people with concrete images and give people concrete aesthetic enjoyment. On the other hand, graphic composition extracts the essence of things from concrete images and reorganizes them, infecting the appreciation subject with form as the main performance object, giving people abstract aesthetic enjoyment. The difference between plane composition and general painting determines its artistic function, which gives people aesthetic enjoyment with formal beauty as the main performance. Formal beauty mainly touches people's sensory organs and some psychological reactions, and is based on content. For example, the masts of sailboats, chimneys of factories and chimneys of tall buildings are all towering vertical lines, so vertical lines give people the feeling of rising and towering in artistic form; Horizontal lines connect people with the horizon, plain, sea, etc. , thus creating an open, calm and slow feeling. Plane composition takes formal beauty as the main form of expression. Because it consciously refines and processes from natural forms, it highlights the essential characteristics of beauty in object forms, generalizes and simplifies them, making forms more intense and vivid than life itself, and emitting unique artistic charm.
It can be seen that the principle of layout design is to let viewers enjoy the aesthetic feeling and accept the information that the author wants to convey. The ultimate goal is to make the layout clear and orderly, highlight the theme better with pleasing organizations, and achieve the best appeal effect.
2. Layout design and formal beauty
When it comes to format design, it is related to formal beauty. So what is formal beauty? As early as ancient Greece, Aristotle put forward the aesthetic concept: "The main forms of beauty-order, symmetry and clarity. Every part of beautiful things should have a certain arrangement, and its volume should also have a certain size, because beauty depends on volume and arrangement, beauty must have a specific perceptual form, and strive to find them in objective things. " This beautiful form and essence have always been believed and followed by aestheticians and artists. In daily life, beauty is the spiritual enjoyment that everyone pursues. When you touch anything to judge its existence value, the logical content and beautiful form must come at the same time, asking whether you meet your ideal standard. In real life, people have different aesthetic pursuits because of their different status, quality, customs, ideals and concepts. However, when evaluating something or a design only from the formal conditions, most people have a common perception of beauty and ugliness. This perception is accumulated from the long-term production and life practice of human society, and its foundation is the objective law of beauty. There is also the "golden ratio" discovered by Pythagoras school from measurement teaching.
Harmony: the unity of various forms of things. Everything in the world, despite its ever-changing forms, exists according to certain laws, from the movement of the sun and the moon, planetary activities to the composition and movement of atomic structure. Einstein pointed out that the universe itself is harmonious.
Contrast: Two elements with great contrast in quality or quantity are successfully matched together, which makes people feel a distinct and strong sense of unity. In the graphic composition design, by using the size, thickness, Fiona Fang, vertical, horizontal and oblique directions of the body, the picture is virtual and real, black and white, light and heavy, the theme is vivid and the works are active.
Rhythm: this is the change and repetition of the priority of sound beat in music, and it refers to the sense of movement when the same element is repeated continuously in composition design.
Balance: the balance between form, quality and quantity. In composition design, visual balance is determined according to the shape, size, weight, color and material distribution of the image.
Golden ratio: in short, it is 3: 2. The exact number 1: 0.6 18 is recognized as the most proportional form.
The division ratio of beauty.
On the basis of flexible application of these rules, graphic design becomes regular. Because plane composition is an art that abstracts the essence of formal beauty, it abandons the realistic form of things and adopts the form of the beauty of things, and summarizes the basic units of image formation as points, lines and surfaces. The differences in size, color, direction, shape and density of points, lines and surfaces produce changes in basic elements, and form ever-changing compositions and pictures according to different bones and laws (repetition, approximation, gradual change, emission, specificity, contrast, density, texture, space, etc.). ), which proves that bones and rules are harmonious, rhythmic, symmetrical and balanced from the plane. Repetition and gradual change contain the aesthetic principle of rhythm in their bones. Repetition has a more symmetrical visual effect, and the gradient is approximately emitted. Their image units are gradually transitioning from one form to another, which is the unity of rhythm and diverse changes. Specificity is to insert different contrasts into relatively consistent group forms, stimulate visual organs, and give people a strong and distinct feeling. Denseness and emission are two opposite bones. Radiation extends outward from the core, while density gathers to the core from all directions. Their bodies have a sense of movement rhythm. The picture is balanced, varied and harmonious. ) It is precisely because the plane composition is the principle of embodying beauty with bone shape that it becomes the skeleton, composition and content of the plane composition.
3. Layout type of layout design
Just as composition is an important issue in all paintings, the primary issue of plane layout design is what kind of composition form to take. It determines the structural form of the layout, and different compositions have different appeal effects. There is no fixed formula for layout and layout, and there should be no fixed formula. Some layout processing was taboo in the past, but readers, including many people in the industry, thought it was very distinctive and even formed their own unique style. Some people deliberately "touch the thunder" according to the needs of the layout content, which is not a foul, but an innovation. The quality of a design work is often determined by its details, such as font selection, graphic structure, color difference and so on. These subtle differences play a considerable role in reflecting the whole work. No matter how good the design idea is, it will lose its charm if it is rough, old-fashioned or has no layout at all. The following are some common composition forms of advertising layout design.
3. 1 standard
This is the most common type of simple and regular advertisement layout. The general arrangement order of this kind of advertisement from top to bottom is: picture, title, explanatory text and logo graphics. It first attracts readers' attention by using pictures and titles, and then guides readers to read explanatory words and logo graphics, which conforms to people's cognitive psychological order and top-down logical order of thinking activities and can produce good reading effect. As shown in figure 1.
Figure 1
3.2 Type on the left side of the picture
This is also a very common type of advertising layout, which often puts vertical pictures on the left side of the layout, making it in sharp contrast with horizontal advertising text. This type of advertising layout conforms to the flow order of people's eyes: left (picture)-upper right (title)-middle right (explanatory text)-lower right (logo), as shown in Figure 2.
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