Opening Report of Graduation Thesis of Graphic Advertising Design
Title: Multiple Effects of Blank Space in Print Advertisement Design
First, the source and significance of the topic.
(A), the research source of the subject
In print advertising design, various graphic symbols usually appear as carriers of images to express specific meanings and information. In addition to some common image expressions such as metaphor, there is also a special image expression, namely "blank" image. Blank can be regarded as a special form of image expression. Drawing lessons from the special expression method of "blank space" in China's traditional painting art, blank space is used to create related images. If the designer introduces this method into the design of print advertisements, it can better enhance and strengthen the communication effect of the works, strengthen the style and interest of the works, enhance the beauty of implication and form of the works, and make the print advertisements obtain the best picture performance effect. As a graduate of graphic design class, I found that using blank space in design can convey richer meaning and information, thus obtaining better design effect.
(B), the research significance of the subject
1, "blank space" does not mean no, it is an indispensable part of layout design. The art of blank space is of great value in print advertising design, which also means a new challenge for advertising design. It got rid of the shackles of graphic language and writing, and replaced the aesthetic value of "existence" with "nothing". Show the infinite artistic conception of "you" in a seemingly blank place. This "virtual" way not only shows the works concisely, but also makes the design achieve the goal of getting twice the result with half the effort.
2. In the design, inserting appropriate blanks in the picture can play a buffering role, reduce visual fatigue and meet people's psychological needs. Especially in today's accelerated pace of modern life and surrounded by all kinds of information. It is easy to get tired both visually and psychologically. Appropriately leaving "blank space" is conducive to strengthening the viewer's feelings, arousing people's emotional singing and gaining visual ease.
3. The purpose of print advertising design is to convey information, and the direct expression often seems monotonous. Artistic conception is the artistic effect that designers strive to pursue in their creation. By leaving blank space to obtain images, we can better highlight the ethereal and true in the picture, so as to enhance the style and interest of the works. Only works with far-reaching artistic conception can be infectious, fascinating and fascinating, and the audience can have a spiritual voice.
Second, the development of this discipline at home and abroad
Domestic development
Unlike western aesthetics, China's traditional art does not pay too much attention to rational cognition and reasoning, but rather understands nature and appreciates life in a perceptual way. As early as in ancient China, many painters were able to skillfully apply blank space to their own creation. The technique of leaving blank space has become a special artistic aesthetic psychology with great influence in China tradition, and it has a subtle and unique aesthetic realm. Finally, it has become an important means of modern art. For example, Qi Baishi painted shrimps, and several transparent and lively shrimps were surrounded by a large blank without drawing water, but people felt that the blank around them was water. Less wins more, and so on, concise, with one as ten, this is the so-called blank power. We can introduce blank space art into graphic design and study its application in graphic design, so as to create better graphic design works. Taking Crossing China and the West as an example, Jin Daiqiang, a famous graphic designer in Hong Kong, used a lot of black and white blank spaces on the screen. It is these blank spaces that created the emotional intention with the traditional aesthetic style of China, and reflected the profound traditional culture and historical impression of China. From this point of view, there is no doubt that the artistic expression of "blank space" extracted from China traditional art is of reference significance to modern design.
(B) the development of foreign countries
Time magazine in the United States is a typical example of clever use of blanks. The title of the weekly magazine is very simple "Time", with high-profile close-up photos as the main type. In the middle, the corresponding text is in the middle and lower position. It is only connected with the light tone in the picture, while the dark tone around the picture is close to a large blank, as if leaving a vast dream space. Mitchell, the film director of Fortune. Mcnally's answer to why the cover of Fortune can catch readers' eyes is this: "We are very cautious in the use of colors, usually black, white and gray, and the use of other colors is limited. We use more white, that is, leave white. " Therefore, the more colors you use, the better. In today's print advertising design, you should use colors as little as possible to express a more perfect artistic effect. Reasonable use of blank space art is very important, it can improve the taste of design and show the charm of print advertising design.
Third, the research goal and content of the subject.
(A) Research objectives
Blank can be regarded as a special form of image expression. Drawing lessons from the special expression method of "blank space" in China's traditional painting art, blank space is used to create related images. Let the traditional blank space art combine with the theory of print advertisement design to form a unique design image, so that designers can better use the expression of blank space art in print advertisement design.
(2) Research content
1, "blank space" can enrich the composition form of print advertising design.
(1) On China's ancient paintings: "Careless, impenetrable." That is to say, the layout of density goes to extremes. Secret is dense, sparse is sparse, and absolute is absolute, so as to strengthen the audience's feelings and create their own style. Painters attach great importance to "blank space" and form a special artistic conception through the treatment of reality and reality.
(2) At present, the composition of most advertising designs is "dense", and there is no sense of space, which is very depressing. Composition is the basis of painting and advertising design. The success of advertising composition directly affects the visual communication of advertising, and different advertising composition styles reflect different advertising atmosphere; Unique and novel composition can produce unexpected advertising effects. Blanking brings people a sense of relaxation, and its biggest function is to attract attention. In advertising design, leaving blank skillfully and paying attention to the beauty of leaving blank is to better contrast the theme, focus on the line of sight and create the spatial level of the layout.
(3) Blank space in the layout is similar to the virtual space in the building. Real shape and imaginary shape are two contradictory aspects, which are equally important. In a page, you can't just see numbers and words without paying attention to blanks; You can't just see the strokes of the font and ignore the gaps between the strokes. It is precisely because of the blank that the vision can be concentrated. We can divide the two-dimensional space in print advertising works into real space and virtual space. Among them, the real space refers to the space occupied by the visual elements of each entity in the picture, while the virtual space refers to the rest. Virtual space refers to the "blank" space.
2. "Blanking" can improve the information transmission of print advertising design.
(1) The main goal of print advertising design is to convey information. Design works often need to attract the attention of the audience in a short time and leave a deep impression on people. Relying only on direct expression is often monotonous, and the meaning of images is inexhaustible, so proper use of the contrast between "virtual" and "real" can achieve good communication effect. In other words, designers can better achieve the purpose of communication by performing special performance processing on the picture. Practice has proved that it is one of the tried and tested methods in design to enhance the style and interest of works by leaving images blank.
(2) Designers create an implicit image in their works by carefully creating blank spaces to convey specific advertising themes. Because this processing method can play a special picture effect, the works are more likely to attract the audience's perspective, arouse their strong curiosity, and guide the audience to grasp and accept the various information connotations conveyed by the picture step by step, so as to gradually improve and strengthen the information transmission effect of the print advertising works.
3. "Blank space" can enhance the cultural connotation of advertising design.
(1) Excellent advertising design not only establishes a deep connection with people's emotions, but also extends other interests. Although these interests can't be called emotions, they can cause the viewer's positive psychological feelings. Through the image processing method of blank space, it can better infect the public and arouse people's emotional resonance, so that they can feel the style and interest of the work, but also inadvertently grasp the theme.
(2) Leave blank to obtain images to enhance the style and interest of the works, so as to enhance the attraction of print advertisements and better and richer enhance the cultural connotation in the design works. It makes the picture get an effect of "silence is better than sound", and it also makes the picture flow into a profound beauty, which not only clearly conveys the theme, but also strengthens the artistry of the picture and gives the audience visual and psychological beauty enjoyment.
Fourth, the methods and means of the subject.
The research methods adopted in this paper are theory and practice, literature collection and field investigation, and case comparison. By using various techniques, the multiple effects of blank space in print advertising design are gradually summarized. Stimulate readers' imagination. It is concluded that the application of blank space art can make designers and readers create better graphic works according to their own creative ideas.
Five, the project schedule
(1) xx, xx, xx -20xx, xx: collect information and think about the topic of the paper;
(2) xx, xx, xx -20xx, xx: Determine the title of the paper;
(3) xx, xx, xx -20xx, xx: Fill in the opening report and planning flow chart;
(4) xx, xx, xx -20xx, xx: Complete the first draft of the paper;
(5) xx, xx, xx -20xx, xx: Mid-term examination of graduation thesis, and filling in the mid-term report;
(6) xx, xx, xx -20xx, xx: Finalize the graduation thesis and form a complete text;
(7) xx, xx, xx -20xx, xx: According to the feedback from the college leaders, the graduation thesis will be rectified after leaving;
(8) xx, xx, xx -xx: graduation thesis defense.
Sixth, the feasibility analysis of the study.
(1) In modern society, graphic design occupies most of the position in people's minds, so we should always deal with people and use the art of "leaving blank space" in graphic advertising design. Blank space is not only the need of theme content, but also the invisible power and silent beauty of blank space can create artistic conception, make the work have far-reaching artistic conception, appeal and charm, and the audience can have a spiritual voice.
(two) through the school library, consult relevant books and collect important information. And through online inquiry, find out the relevant information about creating blank space in print advertising design, and make a research summary. Provide important information for future researchers, and give reference and reference.
Seven. Specific reference
[1], Zhang Bao, Xu. Blank art in print advertising design [J]. Journal of Electronic Science, 2007,4:182-184.
[2] Wang Shouzhi. History of World Graphic Design [M], Beijing: China Youth Publishing House, 2002:95.
[3] Yin Dingbang. Introduction to design [M]. Changsha: Hunan Science and Technology Press, 2009:38-4 1.
[4] Ma Tieli. Charm of "Blank, Virtual and Real" in China's Painting Art [J], Journal of Linyi Normal University, 2003, 4:77-79.
[5] William. Analysis of the beauty of Hogarth [D] China Academy of Fine Arts Press, 1984+02.
[6] (America) Kostnik. Roberts. Visual language design: the strategy of professional communicators. [M] translated by Zhou Yong. Beijing: Renmin University of China Press, 2005.06.0 1
[7] Duan Yongzhi. Blank: The Window of Artistic Beauty [J], Journal of Chaoniao Dameng Teachers College, 2003:89.
[8] Feng Ke. On the artistic value of "blank" in visual communication design [J]. Journal of Pingdingshan Institute of Technology, 2005,3:1-3.
[9] Ma. Artistic Blank and the Formation of Aesthetic Artistic Conception [J], Meiyuan, 2009, (3): 9 1-92.
[10] Wang Zhan, Tian Zhongyang. Modern advertising design concepts and methods [M]. Changsha: Hunan Normal University Press, 2008:233-235.