Graduation Thesis on Poster Design and Production-Graduation Thesis on Graphic Advertising Design

Advertising design and production graduation thesis sample or format

On the psychology of color application in advertising design

Abstract: Advertising has become an important part of people’s lives, profoundly Affecting people's lives, people's first impression of an advertisement is often obtained through color, so the characteristics of color and its particularity must be combined with people's psychology to give People's eyes and hearts

bring the enjoyment of beauty and better play the role of advertising. The article expounds the application of color in advertising design and the impact of color as a design language on advertising design from two aspects: color emotion and color application in advertising design.

Keywords: advertising design; color; psychology

With the development of today's society and changes in consumption concepts, the advertising industry is also developing vigorously. Walking in the streets, advertisements can be seen everywhere.

Nowadays, advertising has become an important influencing factor in people's daily lives. The main function of advertising is to promote a product and promote a brand so that consumers can accept and understand it. When people buy daily necessities and consumer goods, they generally choose products with advertisements and brands, and feel that these products are more secure. Therefore, when advertising designers help clients create advertisements

, they must combine the product with the market and consumer psychology in order to fundamentally move consumers to pay attention to the product. A good advertisement that is deeply rooted in everyone's heart

and its advertising design will naturally become an indispensable part of the advertising process.

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Principles of advertising design and the value of color in advertising design

The designer’s psychological feelings transcend reality The huge space of life takes life as the basis of creation and fully reflects the design intentions

and thoughts in the works. This process is a special psychological activity, which includes many ways of thinking such as creativity, imagination and inspiration. Tchaikovsky

said that inspiration "is a guest who does not like to visit lazy people." The prerequisite for Du Fu's "writing is like a god" is to "read more than ten thousand volumes", so accumulating knowledge is to gain One of the foundations of inspiration. Only when designers experience life personally and find their true feelings can they arouse a strong desire for design. Only in this way can the designed advertising works impress the viewers' hearts and arouse their aesthetic appreciation. ***Cry to promote the dissemination of advertising and truly reflect the aesthetic function and market value of advertising design III.

An advertising design work

To be considered a good work, it must have good visual communication effects. When people come into contact with a design work for the first time

, the first thing that caught his attention was the color of the work, followed by the graphics, and finally the text. People's first impression of an advertisement is usually through color. Beautiful color configuration can always directly affect people's perception, memory, association, emotion and other specific psychological effects. Therefore, generally speaking, color in advertising design is the key to the success or failure of the work. The functional value of color in advertising design

is mainly reflected in its distinctiveness, cognition, authenticity, emotion and aesthetics. Color is the first key to catching people's vision.

It is also the key point of an advertising form. Advertising using personalized colors can often catch people's attention better. Color combines

specific images and uses different tones to create different physiological reactions and psychological associations in people. Color expresses people's beliefs, expectations

and predictions about future life. "Color is personality", "Color is thought", as a design language, the meaning expressed by color in the field of advertising design is profound and extensive. It is more visual than composition and shape. Impact, more abstract character, is the soul and essence of advertising design. The application of color is a crucial factor in advertising design. Color has strong expressive power. Therefore, in modern advertising design, the expressive power of color is an important factor affecting people's visual impact and artistic appeal.

It can intuitively give people different psychological reactions such as gorgeousness, nobility, elegance, and kitsch_2].

In addition, the color of advertising design also has the value of enhancing people's recognition and memory. If the advertising design is composed of good colors, it will often leave a deep impression on people. This is because people's contact with the color characteristics of the surface of things is sometimes more profound than contact with their essential characteristics. Color can also convey

people's ideas, and the creativity of color design can be used to create a more concentrated, stronger and simpler image, thus deepening the public's understanding of advertising information

level of knowledge to achieve the purpose of information dissemination|3]. Therefore, color plays a preemptive role in design, and its position in advertising design is becoming more and more important. Color not only balances the composition of the picture, but also conveys different color languages ??and releases different color emotions.

It enables good communication between the viewer and the picture, and plays a role in conveying emotions and ideas. Bright and bright colors help advertisements increase their attention-grabbing value, because people's visual nerves are most sensitive to color, and color is far more stimulating to the visual nerves than black and white, leaving people with < /p>

Make a profound first impression. In modern advertising design, designers need to freely find appropriate colors in modern society and get inspiration from them, so that colors can attract or please consumers' eyes. With the help of various treatments of color, people can recognize and identify it, which helps to create

personalized needs, thereby deepening the impression of the advertisement. Therefore, color has special appeal in advertising design.

2. Color emotions in advertising design

Emotion is the experience of attitude towards objective things. Due to human memory, illusion and association, the emotion of color still exists without the image.

Picasso said that color, like form, is inseparable from our emotions. Color is the most expressive artistic language. It can arouse

different feelings and associations in viewers and produce different emotions. The actual psychological process of advertising color design is mainly the interweaving and fusion of abstract thinking, representational movement

and emotional activities, and emotion is extremely important. Because emotion is the experience of connection between the designer and the audience and the attitude towards

objective things.

Advertising images all have a clear main color, and the relationship between graphic color and background color must be properly handled. Designers should clearly define color positioning. At the same time, the combination of color

with basic shapes can also allow us to better identify graphics, because the symbolic nature of color will cause people to have various associations

about them. People's emotional activities have a profound impact, thereby achieving the maximum effect of advertising. Therefore, the color of advertising is closely related to consumers' physiological and

psychological reactions. Advertising colors also have symbolic significance for products. The unique color language of different products expresses the theme and creativity of advertising, fully demonstrates the charm of color, and makes it easier for people to recognize and get close to them. Nowadays, more and more designers and entrepreneurs pay attention to the unique communication, identification and symbolic role of color in advertising. There are many large companies and enterprises that have carefully selected a certain color as their image color and representative color. This shows the important value of color in advertising design.

(1) Use the excitement of tones to arouse people’s interest in watching. Warm tones such as red, orange, and yellow, as well as colors with relatively strong contrast, have a strong visual impact on people

, can give people a sense of excitement, attract people's attention to the picture of the advertisement, and make people interested in the advertisement.

Cool colors such as blue and green, as well as colors with low brightness and poor contrast, cannot strongly impact the vision in an instant, but they give people a calm and stable feeling and are suitable for expressing the scientific nature of high-tech products. ,reliability.

(2) Use the bright and lively color tones to produce beautiful and pleasant effects. Generally speaking, warm colors, pure colors, bright colors and colors with strong contrast make people feel refreshed. , lively and pleasant, using this characteristic of color to design advertisements can make people accept the advertising information happily.

(3) Use the grade of color to reflect the different tastes of products. Color also has a sense of grade. Stylish and luxurious colors are always used for high-end products, those that are simple and simple. Generous tones are always associated with practical products. For example, fashion advertisements and cosmetics advertisements often use colors with high saturation, high brightness and strong contrast to give people a sense of luxury.

(4) Use the cold and warm colors to express the characteristics of different products. In advertising colors, designers often use warm colors to express food

because the colors of food are mostly based on Warm colors such as red, orange, and yellow are dominant. For example, children's products often give people a warm, lively and energetic feeling, so children's product advertisements often use warm colors. Advertisements for air conditioners, refrigerators, and cold drinks mostly use cold colors such as white and blue to make people feel cold and refreshing.

So enterprises should aim at market demand and social psychological tendencies, grasp the pulse of the times, and design the best corporate product colors.

3. Color application in advertising design

Color is the most sensitive visual information symbol to human visual stimulation. According to research, people's attention to color accounts for 80% of human vision, while their attention to shape is only 20%. People often have unforgettable impressions of color in stores and advertisements. }}1 Due to the important role of color

color in advertising design, the application of color in advertising design pays more attention to the study of the characteristics of the public. According to the public

Features Develop practical plans. The cold and warm, gray and bright, light and dark, strong and weak colors in advertising design are not only the nature of the color, but also a reflection of the viewer's psychology and visual emotions. Compared with painting colors, advertising design colors pay more attention to factors such as eye-catching and contrast to reflect the attraction and charisma of colors. If designers can fully apply these factors and conditions, the advertising design will achieve the ideal visual effect.

(1) Comply with the attribute characteristics of advertising products. Before planning how to express visual elements, you must first clarify what they want to express. As the saying goes, "content determines form"}5] . Different products have different emphases. Household appliances should express high technology, precision, and humane care.

Food should express freshness, deliciousness, and rich nutrition. Clothing should express the wearer's personality, taste, and lifestyle. Claim etc. Color perception provides a basis for designers to "prescribe the right medicine", especially the application of product image color, which can be seen in advertisements. Product image color is the inherent color of the product's appearance, such as: green of vegetables, orange of oranges, red of tomatoes, and dark brown of coffee. The use of image colors helps consumers quickly judge the nature of the product and generate corresponding associations with quality.

(2) Comply with the color specifications of the corporate visual image system. Just like products have product image colors, companies also have corporate image colors.

Corporate image color is an important part of the corporate visual identity system. In the market competition, many large enterprises attach great importance to improving their overall brand image and increasing the added value of their products. In order to allow consumers to identify their products among many brands in advertising, companies usually use unified promotional colors and gradually form iconic color images, thereby enhancing consumers' awareness of their products. Brand recognition.

Therefore, the color used in advertisements must consider the overall publicity plan of the company and serve to establish a good image of the company as a whole and unified.

(3) Comply with the color usage habits of different regions. The regional color usage habits are to choose advertising colors according to the target market of the product and the location of the advertising promotion

region. We know that different countries and nationalities have different understandings and understandings of colors due to differences in cultural backgrounds, religious beliefs, and customs. Advertising color design should respect the color taboos of different ethnic groups and regions, otherwise it will greatly damage the effect of advertising and even lead to unexpected consequences.

(4) In line with the principle of "unity of change", the so-called unity of change is actually the formation of the overall tone of the advertising painting through the contrast and harmony of colors. The tone reflects the color of the advertisement. Character and personality make the product image prominent, and only a prominent product image can leave a deep impression on consumers.

Change is partial, and unity is all. We must seek unity in change, and seek change in unity, so that we can achieve a sense of wholeness that has both contrast and harmony.

Today, people’s pace of life is accelerating day by day. Facing the high-tech era and the complicated world, in order to relieve their tired body and mind, they pay more attention to their emotional needs and spiritual needs.

enjoy. In order to escape the hustle and bustle and pollution of the city, more and more urbanites hope to embrace nature. Leisure and vacation travel has also become the lifestyle and popular consumer fashion of modern urbanites. And because of this, it has become an entry point for perceptual advertising

In response to this demand, modern advertising design makes full use of color to reproduce the various beauties of nature and render a relaxed and cheerful atmosphere to satisfy the urban needs. People make a people-oriented world more colorful. Color is a subject with rich connotations. The ups and downs of life, people's joys and sorrows, the mainstream of emotions and the pursuit of life all constitute a wide range of themes in color life. Therefore, most successful advertisements are good at exploring the deep influence of color on people's souls and satisfying people's deep desires and expectations. The affirmation of human value, the reverence for peace, tranquility and happiness have become new themes in advertising. It is an appeal to show the value of human beings. Designers will often

use the emotional and expressive nature of advertising colors to express certain themes through pictures. Although each color has its own unique color emotion

, but different color combinations sometimes produce different emotional effects on the subject. Fully grasping the emotional rules of color can

better express the advertising theme, arouse people's emotions, and arouse people's emotions. Interest in advertising and advertised products ultimately affects people's choices.

We may know which color combination can enhance the ability of advertising design to convey information, but visual color communication is only

secondary, the harmony of the same color and the same contrast. Each effect may have multiple functions; the harmonious effects of multiple colors and contrasts may also have very similar functions. In order to more appropriately apply the harmonious effect of color and contrast, unify it with the shaping of the image, appearance and interior

, and unify the color and content, atmosphere, emotion and other performance requirements of the work, color matching and improvement The actual needs of visual performance are unified; at the same time, the expressive power, visual effect and psychological impact of color can be brought out to the fullest, giving people's eyes and soul full pleasure, stimulation and beauty

Enjoyment, designers must pay attention to the content of color transmission, as well as the public's understanding and recognition of a certain color response, so as to convey information at a psychological or emotional level

.

IV. Conclusion

Judging from today’s trend of gradual internationalization of advertising design, the latest development trend of color will eventually enter and greatly affect people’s lives

Every aspect of life. The concept of color in advertising design has developed from a relatively simple way of expressing ideas in the past to modern times. It is an inevitable result of people's efforts in research and exploration and the development of modern science and technology. This also requires people to constantly perceive colors, grasp colors, and study colors at a deeper level

. Color is an important language and factor in advertising design, and it is also a prominent aspect of the functional performance of design psychology. In order to make the advertising design have certain characteristics

and show distinctive qualities, we must work hard on the selection and combination of colors to make it unconventional and create a distinctive

Distinctive personality, novel and unique color style and typical image. At the same time, it is necessary to continuously enhance the sociology and consumer psychology awareness of color design, keep pace with the times, and create wealth for social prosperity.

References:

[1] Liu Sha. Design Art Psychology [M]. Beijing: Tsinghua University Press, 2006

[2] He Gu. Graphic Advertising Design EM]. Changsha: Central South University Press, 2003.

[3] (Mexico) Ferrer. The Language of Color[M]. Nanjing: Yilin Publishing House, 2006.

[4] Lu Hongyang. Advertising Design Color[M]. Nanning: Guangxi Fine Arts Publishing House, 2005.

[5] Li Wei. Advertising Design[M]I Chongqing: Southwest Normal University Press, 2000.

[6] Peng Jixiang. Introduction to Art [M]. Beijing: Higher Education Press, 2002. Graphic Advertising Design Graduation Thesis

In the 20th century there were Two huge art revolutions, one of which was the modern art movement from the beginning of the century to around the Second World War, had a far-reaching impact and formed the entire content and form of what we now call "classic modernism." Among the many modern art movements, the author believes that many of them have a considerable impact on modern graphic design, especially the influence on form and style. They either provide the nourishment of modern graphic design in terms of ideology, or provide reference for reform in form. They play a very important role in promoting modern graphic design in general.

1. The influence of Cubist forms on modern graphic design

Cubism is the most important movement in modern art. This movement originated from the French Impressionist master Paul Cézanne. Around 1900, he began to explore the "truth" of painting. He created a large number of landscape paintings, using small square brushstrokes to depict mountains and forests. He believed that only by using this method can the essence of mountains and forests be truly captured, rather than just floating on the surface of things. The pursuit of finding the essence of the depicted object to express the spirit of the object and achieve spiritual resemblance, rather than a simple superficial realism representation of form, has become the core of Cézanne's creation. His works have also deeply influenced the younger generation of artists, especially the young Spanish Pablo Picasso and the young French artist Georges Braque. Between 1907 and 1908, they began to depict figures and landscapes with small square brush strokes. They continued to communicate and influenced each other. Their creations were resisted by the mainstream French art world at the time, but they still persevered and created rich creations. . In terms of specific creations, their style became increasingly abstract, and they began to add printed words, scrap newspaper clippings, etc. into the paintings, developing the previously vaguely discernible objects into basic abstract geometric shapes, and the colors became more and more simple. The author believes that this has the meaning of graphic design on a certain basis, and gradually liberated the graphic design at that time from specific means of expression in words and paintings. Because the central form of this movement is composed of rational analysis and synthesis of objects. Therefore, its development has a certain degree of rationalization. For graphic design that was exploring new forms in the 20th century, Cubism provided a basis for reference. Cubism became an international movement affecting various European and American countries before and after World War I. It includes the characteristics of analysis, reconstruction and comprehensive processing of specific objects. This characteristic has been further developed more rationally in some countries. This development has resulted in the analysis and combination of graphic design structures and regularized this combination. , systematization, emphasizing the key role of vertical and horizontal combination laws and rational laws in expressing "reality". This kind of exploration was carried forward especially in the Bauhaus School of Design, the world's earliest and modern design education center in Germany, and reflected in graphic design. Therefore, the author can say that Cubism provides the formal basis for modern graphic design.

2. Futuristic layout in modern graphic design

The Futurist movement was a profoundly influential modern movement that appeared in Italy in the early 20th century in painting, sculpture and architectural design. art movement. For graphic design, the author believes that futurism is reflected in the design of its many futuristic poems and promotional materials. In order to carry out Futurist propaganda and establish the Futurist spirit, Filippo Marilliti wrote a large number of poems at the beginning of the movement. The creation and literary works of these poems are simply impossible to read through. Under this premise, the anarchic and unconventional layout of the page became a way to promote the spirit of the movement.

They believe that the current language, including grammar, syntax, etc., are old symbols and have no meaning of existence and development. The language of the new era should be a free combination that is not restricted by these laws. In terms of layout, Futurism advocates overturning all traditional layout methods and replacing them with completely free methods: free layout, criss-crossing, and chaos, with various fonts and different sizes, forming a completely chaotic and chaotic layout on the layout. Forms of governmentalism. So from here on, Italian Futurism formed its own graphic design style, called "free text" - the layout and content of the layout should be unrestrained and free. This idea was fully developed in the posters, books and magazine designs designed by Futurist artists. Text is no longer a tool to express content. In the hands of futurist artists, text becomes a visual factor and a structural material similar to painting graphics. It can be freely arranged and laid out without being restricted by any inherent principles. What the author wants to express here is that futurism provides a high degree of freedom in graphic design. When the modernist graphic design style was formed, especially after the Second World War, it was established in the West and became an international graphic design style. This style that tends to be anti-rational and regular has been basically accepted by the mainstream design world. Especially from the late 1980s to the 1990s, futuristic style gained attention in the Western graphic design community. The widespread application of computers in design made it very easy to design similar to futuristic styles, so it became fashionable and fashionable. . It forms a unique and classic application effect on the layout of modern graphic design.

3. Surrealist Ideology in Modern Graphic Design

Surrealism is another important modernist art movement that emerged in Europe. It has great influence in literature, drama and art. There are varying degrees of development. As the name implies, "surreality" refers to an anti-aesthetic genre that is superior to "realism".

Surrealism achieved great success in art. This movement should be said to have started in 1917 when Apollinaire proposed the term "surrealism". Chirico's works are the most typical. His paintings reflect his impression of Turin, Italy. They reflect not the real Turin, but the dream city of Renaissance and industrialization - cold, severe, Human loss, desolation, and inhuman alienation are descriptions of the panicked psychological state of intellectuals at this time. His works reveal a spiritual world that exists in human beings but has always been kept secret, shocking the art and cultural circles. These mysterious and unknown spiritual worlds are the ideological and spiritual influence of Surrealism on modern graphic design. It reveals the potential consciousness of human beings and expresses this thought through artistic creation. It has a certain promoting effect on the conceptual and creative enlightenment of modern graphic design in the future, and promotes modern graphic design to move toward ideological creation. Make the performance of modern graphic design more conceptual and rational.

When modern art enters the stage of human art, some schools of modern graphic design influenced by it are constantly forming and developing. Some of them are worldwide, and some are limited to certain specific regions. At present, it is difficult for us to evaluate their value and status in the history of design, and it is difficult to infer the possibility of their future development. However, the author still tries to outline some development trends of modern graphic design influenced by modern art from several aspects. Due to the limitations of various conditions, this overview is definitely one-sided, because only with the passage of time can people gradually and correctly understand this part of "history" that is happening now. Of course, in the end, whether art or design, although they each have their own requirements in separation, one thing is consistent, that is, through the charm of vision and spiritual manifestation, they simultaneously meet the diverse needs and needs of human beings. Corresponding expectations for an ideal lifestyle.

References:

[1] History of World Graphic Design by Wang Shouzhi, China Youth Publishing House, 2002

[2] History of Modern Poster Art by Zhu Guoqin Shanghai Bookstore Publishing House, 2000

[3] History of Graphic Design by Philip Meggs, Yunnan People's Publishing House, 1981

[4] 20th Century Style and Design Steve· Bailey Philip Garner, Sichuan People's Publishing House 2000 How to write a graduation thesis on graphic advertising design

Provide some graduation thesis topics on graphic advertising design for reference.

1. Interpretation of Hong Kong designer Li Yongquan’s posters

2. Form design in graphic design

3. “Graphic space” in layout design

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4. Product cultural "theme" and modeling basis

5. Design institutions leading to the 21st century

6. Spirit and material in graphic design

7. Breaking through tradition—tradition and modernity in graphic design

8. Talking about creativity in graphic design

9. The smile of numbers—numbers in graphic design Application in book binding

10. Based on the local area, looking at the world

11. Application of non-paper materials in book binding

12. "Bogu" and "Bogu" "Bad on the past" (discussing the present through the past)

13. Values ??of packaging design

14. Why do Chinese advertisers say no to humor

15. On " "Power" and poster design

16. Functions and characteristics of computer icons

17. A brief discussion on the shape design of mascots

18. Discussing the graphics of advertising Composition

19. Tea eye drink packaging design intertwined between tradition and fashion

20. Advertising activities should emphasize interactivity (discussing the interaction between the "Heat Olympics" activities and the audience Relationship)

21. A brief discussion on the visual experience of text-themed posters

22. A brief discussion on the "three-dimensional" trend of modern illustrations

23 , From Western symbols to Chinese patterns (looking for the self-concept of Chinese trademark design)

24. The text of pictures, the pictorialization of Chinese characters (a brief discussion on the visual use of Chinese characters)

25. A brief discussion on the important role of communication in cultural advertising

26. A brief discussion on the design concept of today’s tourism food packaging

27. The relationship between tourism product packaging and regional tourism brands (looking for The best point of convergence between the two and its expression)

28. A brief discussion on the emotional interaction in wine packaging design

29. A brief discussion on the design from the advertising design of Zhongshanling Culturalness

30. Looking at the development of creative thinking from the contradictory space in the works of "Shigeo Fukuda"