Poster design: Horizontal and systematic expression of artistic ideology
From the perspective of plastic arts, the point is the foundation of all visual forms. "In the visual arts, the dot is definite and visible. It not only has the concept of position, but also the change of size and shape. Dots of different shapes and sizes have different "temperaments". Let's take an example, for example, the dots give people a more rounded, full, and elastic sense of strength; angular points that make people feel sharp; The dots formed by the splashing of ink give people a sense of free and random force. In geometry, a line is the trajectory of a point. Lines exist in the picture, or neatly arranged, showing the harmony and stability of stillness; or curves linger to reveal the vibrant and dynamic beauty of a flat composition. Lines play a vital role in visual communication, and they have a strong psychological suggestive effect, which can directly express various psychological sensations such as movement, static, lightness, weight, retraction, and release. For example, squares, arcs and lines, strong geometric visual embodiment, like the rhythm of the ups and downs of the strong, we may understand that this is a symphony in the plane, a visual cry.
Figure 4-1 The work of Polish designer Lech Majewski "Water".
Let's take a look at the diagram above, the author uses positive and negative shapes to find the four-point element standard a plus b plus c and d. It can be said that it is a vision design of positive and negative shapes, and his concept, first of all, we look at A, the first thing is the sprouted bean sprouts, a face, a screaming mouth, and the last drop of water at the root of the bean sprouts. It shifts its gaze negatively, the blank expression of a human face, an empty head, a cry of horror, a faint and flowing stream of water. At the same time, the last drop of water in the root is also like the last tear of human beings is the last drop of water, and the last drop of water on the earth is the tear of man, through the blank of the brain and the mouth of the frightened image, expressing the concept of water depletion, abstracting the current situation of water and thinking about the future life. Corresponding to this, the concept of 5 core points is used to create the classic appeal for water ecology poster work of "Water".
It can be seen that in the artistic visual matrix design of the work, in the orderly law, the positive and negative methods are used to surround the formation of a number of ideological appeal points, and also form a first-class narrative, and then carry out purposeful artistic processing and arrangement of the text, and express the ideology with the pattern. The figures overlap each other, and a two-dimensional space can be divided into several spatial shapes with outlines, you have me, I have you, so as to achieve the effect of a pun, creating a sense of movement and rhythm. Irregular or organic shapes, which are more likely to achieve a dynamic effect, have their contours already showing changes in proportion and inward and outward directionality.
As a special visual illustrative language, graphics occupy a very important position in graphic design. Geometric figures belong to the abstract representation in graphics, which have concise, eye-catching, and strong sense of form visual characteristics, and the visual language and psychological feelings brought by different geometric forms are also different. Geometric figures are a high-level generalization of the existing material form, that is, a visual form that simplifies and generalizes some complex and unique spiritual contents that exist in reality. It is the simplest language in the graphics, concise and intuitive "painting language", so that it can quickly transmit information in graphic design, compared with the efficient readability of the text, different from the geometric figures expressed by the text has the characteristics of both readability and visibility, and the graphics with strong visual impact have the effect of "silent is better than sound".
Geometric shapes, especially lines and straight lines, often use exaggerated intervals and proportions to achieve the desired pulsating or moving effect, but when this is the case, they can become as rhythmic as organic shapes. Graphic and image design uses rhetorical techniques such as exaggeration, embellishment, and rendering to make the design elements more impactful to the viewer's visual senses. As the output of cultural accumulation, art design can be resized in the poster to adapt to special spatial requirements, so that the audience can generate a sense of cognitive value from aesthetic value in visual and cognitive transmission. Figure 4-2 font poster.
Figure 4-2 The font poster has always been designed with aesthetic design requirements to realize the theme creativity of the poster, which has the effect of attracting attention, persuading the object, and inducing the text. Designers can effectively control the relationship between the text and the baseline to form a "structural systematization", so that the viewer can generate a sense of commercial value from cognitive value. (See Figure 4-2) to shift the font from two-dimensional to three-dimensional, enrich the physical properties of the font, transform the way of the font, expand the boundaries of the font, and "see" the font in another way. These fonts, which are "translated" in graphic language, present a unique diversity and systematization. The flat atmosphere created by the letters is like being in a game scene of letters.
As a comprehensive representation of points and lines, the faces in abstract geometric figures are inherently inclusive and rich. The combination of different block shapes and sizes constitutes a variety of geometric shapes. Mathematically, the trajectory of the line is the surface. "Usually visually, any enlargement and aggregation of points, an increase in the width of a line or an enclosure and sum all form a surface. In graphic design, content and form go hand in hand. In the process of graphic design, different forms of geometric figures should be selected according to the needs of the design content, and the corresponding graphic design form should be selected according to the needs of the design content, so that the content and form should be perfectly combined to make the whole design show a harmonious and unified side. The use of geometric graphic design, its unique expression can enhance the visual image characteristics and interest. Kazuko Tanaka divides the plane into a number of color blocks, and the Japanese singer poster with different colors of geometric blocks is spliced and combined, and the strong picture effect brings the viewer an infinite visual aftertaste. Therefore, "the visual impact of the vivid image gives people a psychological aftertaste and leaves an impression in the aftertaste." Figure 4-3: Li Chunlai's "Livingspace".
Poster Presentation DesignIn order to create a smooth and impressive design management, different combinations of horizontal associations of text and images are used as expressions. In the same way that a painter composes a picture on canvas, a designer uses a similar approach to capture the reader's attention. Different forms of expression can effectively engage the reader and form a series of connections, and the placement of elements can be used to create different visual effects. Aggregated elements into groups can be used to connect related information. The grouping of the different design elements also helps to establish a connection between them.
In this case, the designer places abstract images and text in a specific module or space area on a single side, through a surface, or even an entire publication. (See Figure 4-3) Using the charm of black and white graphics, this work is a work that plays a span of time and space. It goes without saying that polar bears live in the coastal zone of the Arctic, and the refrigerator appears in the door of the daily family, belonging to the warm climate zone of human beings, a large area of black represents the narrowness of the living space, a single refrigerator squeezes the little black bear inside, representing the scarcity of his living space, and is very in place to express the poster design work of biodiversity such a theme of environmental protection by borrowing different forms of expression.
Everything in the world has different characteristics, thus forming a rich and colorful world, and different graphics also have different "personalities". Although the geometric figure seems to be concise, the form of expression is ever-changing, any of the geometric figures as long as the reasonable combination and collocation design, the show will not only be a pattern form, but also can convey the inner meaning, and maximize the creation of visual inducing effects, bringing us different visual effects and psychological experience. Circles, triangles, squares and polygons of different shapes, although they have a certain regularity, they have a free change that no graphics can achieve in the picture, and they have a strong visual rich expressiveness. As shown below:
The design of geometric figures in contemporary graphic design should not only pay attention to their visual impact, but also fully consider the philosophical and spiritual connotations contained in the graphics themselves, and also conform to the aesthetic taste and value orientation of modern people. The characteristics of geometric figures are in line with the connotation of the modern design idea of "less is more", which is in harmony with the concise and simple style of modern design trends, and constantly brings forth the new, which will bring people a kaleidoscopic visual effect. As shown in the figure below, we don't need to say much, you can feel what kind of thinking consciousness the application of modern trend elements in the work is based on, and the minimalist style also has a strong commercial connotation. According to our statistics and judgments: the main forms of expression of common expressions in graphic design include three-dimensional plane design, **synthetic hair (creativity, cool effect, perspective effect), fault wind (Douyin young hipsters), flat design (change color gradient), miniature landscape, double signal, combination of text and graphics, 25D design is commonly used (different from flattening, but the flattening effect of the piece), C4D instead of 3DMAX (can make stereoscopic effects and animations), translucent overlay, split-layer shadow design, dialog board design, vaporwave (neon light), minimalist art design (frigidity), brush font (the application of handwriting or brush words), paper-cut overlay method (the application of simple color part-time graphic flattening and overlay combination), label posters, pixel block design, POP hand-drawn style, hand-drawn tablet illustration style. The design style is diverse, and with the improvement of the design level, you can have your own unique design style.
Poster design management should also have the thinking of commercial product management, and the horizontal correlation is the improvement of the level of artistic expression, in order to improve the design management ability, that is, to do a good job in horizontal artistic beauty, to study the vertical ideological beauty. The horizontal correlation of poster design matrix management, and the multi-part function is to proofread the "five-line layout". Through contrast, trade-offs, analogies, personifications and other rhetorical techniques, simple questions are complicated, and after combing and sorting, the whole picture finally presents a scene. It makes the theme clear and precise, the idea is novel and creative, the pattern is profound and eye-catching, the color is bright and appealing, and other management characteristics. In the design process, it not only highlights the connotation of the artistic theme, but also considers the aesthetic foil of the details; It not only considers the use of a single color, but also grasps the coordination of the overall picture; It has not abandoned the excellent traditional illustration design techniques, but also constantly tried to innovate the artistic application of 3D special effects superimposed techniques with modern technology.