What is the basis of advertising design?

The first lecture on the basic meaning of design

This lecture mainly tells from four aspects.

1. Generation and definition of design. 2. Design factors. 3. Realization of the design. 4. The purpose of the design.

first, the generation and definition of design.

the design behavior itself can be considered to be accompanied by the appearance of human beings. The appearance of stone tools means the beginning of human purposeful and conscious design activities. With the development of society, in some technical industries, when the image is realized as planned, design becomes a conscious planned behavior. It can be inferred from the etymology of the word "design" that the word "design" refers to all kinds of ideas and ideas before making articles. Since the 18th century, due to the development of machinery industry, in order to mass-produce daily necessities and printed matter, people must imagine the process of a product from material to completion, so that the image under consideration is exactly the same as that of the finished product, which can be said to be one of the reasons for the design thinking method.

People consciously used the word "design" during the period of 192-193. The English word for design is "design", which evolved from the Latin word "design". At present, in a broad sense, design refers to planning, that is, a scheme with a certain purpose in mind and its realization as the goal. This concept definition covers almost all the activities of civilization creation in the history of mankind, and the process of conception and creative behavior it contains has become the connotation and soul of modern design concepts.

in a narrow sense, design is endowed with certain aesthetic concepts in both conception and behavior. We generally define it this way: design is a kind of idea and plan, and the image creation process of visualizing this idea and plan through certain means.

second, design factors-form and function

form means the appearance of an object. Simple appearance is often a manifestation of charm on the surface of an object or covering up its structural defects. The shape of an object is determined by its internal function, and it must be consistent with the internal structure of the object. The internal structure includes the material, structure, function and economy of the object.

how to deal with the relationship between appearance and internal function? As a form of appearance, it should be loved and inspiring, while its materials, functions and structure should serve human beings. The two should complement each other and be well combined to carry out design work.

Third, the realization of design

Design can't just stop in imagination or verbally. Design needs to be concrete and visual, and professionals need to participate.

Imagination is different from design. Imagination is the initial stage of design, and it can only be called design if people's imagination is given to material or entity realization. Imagination is an area where all people can participate. And design has the technical field of visualization and materialization, which belongs to the category of professional designers.

the realization of the design includes three processes.

conception process-the consciousness of creating things (or products), and the ideas and ideas developed and extended by this consciousness.

behavior process-the process of making the above ideas and ideas come true and finally forming the feasibility judgment and formation of objective entities (or products).

realization process-running through the whole design activity with the goal of the most purposeful, practical and economic value, and realizing the comprehensive value of the finished thing (or product).

Fourth, the purpose of design

The purpose of design is to serve mankind.

design is to use science and technology to create the things and environment needed by people's life and work, and to make people and things, people and environment, and people and society harmonious with each other, with "people" as its core.

second lecture on the field and classification of design

if classified according to the purpose of design, design includes visual communication design, product design and environmental design. However, due to different standpoints of researchers and different understandings of the concept of "design", it presents various forms.

The famous Japanese designer Chuantiandeng thinks that in the corresponding relationship between man, nature and society, there are visual communication design as the spiritual equipment connecting man and society, product design as the tool equipment connecting man and nature, and environmental design as the environmental equipment between society and nature, as shown in the following figure:

With the development of modern design and the subdivision and marginalization of disciplines, with the independence and perfection of subordinate parts in various fields, more abundant design fields will inevitably be produced. For example, the CI design system that rose in the 196s and gradually improved.

Chapter II Plane Composition

The first lecture is an overview

I. The basic concept of plane composition

"plane" refers to the two-dimensional plane characteristics of the form it uses.

"Composition" refers to a modeling concept, which means to recombine more than several units (including different materials) in different forms into a new unit, and endow it with a visual and mechanical concept. Simply speaking, "composition" refers to the composition of the body. "Plane composition" refers to the decomposition and combination of existing forms (points, lines and surfaces) in a two-dimensional plane according to certain order and rules, thus forming an ideal combination form.

2. Tools and materials needed for plane construction. (omitted)

the second lecture on the understanding of "shape"

1.

2. The relationship between shape

1. Separation 2. Connection 3. Penetration 4. Deletion 5. Difference 6. Coincidence 8. Joint coverage

3. Basic shape

is usually simple and concise. It is a compound image unit that constitutes a repetition or correlation.

The elements of the third form-point, line and surface

Point, line and surface are the most basic elements in all modeling elements, which exist in any modeling design.

1. Point

Point is the basis of all forms, and point is the center of force. Stationary points have the function of concentrating and solidifying sight. The continuity of points will produce the feeling of line, the collection of points will produce the feeling of surface, and the different sizes of points will produce the feeling of depth.

second, the line

the line is wide, narrow and thick, and has a strong expressive force. The shape of a surface is defined by lines, and different lines represent different ideas. The thickness of the line can produce a far-near relationship. Lines have strong directionality.

third, the surface

, the surface has length and width, no thickness, and has a certain image. There is a difference between reality and reality. The division of faces will produce different effects. Point, line and surface can be transformed into each other.

Lecture IV Skeleton

1. The concept of skeleton

Skeleton is an important factor that determines the position, size and orientation of the figure in the design of plane composition. Simply put, bones are the arrangement order of images. There are two functions of bones: one is to determine the specific position of each unit basic form, so that there is a certain space and distance between unit basic forms. The second is to divide the whole picture into equal or unequal space units in order to effectively control the rhythm and direction brought by the arrangement and combination of shapes.

second, the classification of bones

regular bones: the form of bones based on strict mathematical logic. It has the logical beauty of clear division and rationality. Example: repetition, gradual change and emission.

Irregular bone: a relatively free, irregular or irregular bone formation form. Example: approximation, contrast and density.

Functional skeleton: refers to those skeletal forms that give the body an accurate spatial position and can make the appearance of the body completely controlled by its bone line. (After the screen is finished, the existence of bone lines can be displayed)

Non-active bones: bones only determine the position of the basic shape, not the size of the shape, occupying space or determining the direction, and bone lines do not constitute an independent bone unit. (After completion, the skeleton line will not be displayed on the screen)

Several manifestations of the fifth lecture plane

1. Gradual change: Gradual change is a very regular phenomenon, which may produce a strong sense of perspective and space in visual design, and is an orderly, regular and rhythmic change. Include shape gradient, direction gradient, position gradient, size gradient, color gradient and bone gradient.

2. Repetition: refers to the appearance of the same image two or more times in the same design, so as to enhance the impression, create a regular sense of rhythm and unify the picture, including basic shape repetition, shape repetition, size repetition, color repetition, texture repetition and direction repetition.

3. Approximation: refers to the similarity in shape, size, color, texture and other aspects, showing the effect of vivid changes in unity, including shape approximation and bone approximation.

4. Contrast: The combination of elements with opposite properties in the composition can produce clear, positive and strong visual effects. Including shape contrast, size contrast, color contrast, texture contrast, position contrast, center of gravity contrast, space contrast, virtual reality contrast.

5. emission: with the center as the visual focus, all images are concentrated to the center, or scattered from the center, sometimes causing optical movement or explosive feeling, which has a strong visual effect. Including central launch, spiral launch and concentric launch.

6. Dense: Basic shapes are scattered freely in the whole composition, and there are sparse and dense, and the densest or most sparse place becomes the visual focus of the whole design, which causes visual tension on the picture, like a magnetic field, and has a sense of rhythm. Including point density, line density, freedom density, crowding and alienation.

7. Peculiarity: It means that in an orderly relationship, the constituent elements intentionally violate the order, making a few individual elements stand out to break the regularity. This structure is to break the monotony to get a lively effect. Including specific shape, size, color, direction and texture.

8. Texture: refers to the texture on the image surface. Visual texture refers to the texture seen by the eyes, which is actually a plane visual pattern. There are many ways to obtain the effect of visual texture. Example: rubbing, spraying, staining, etc.

(Note): This chapter should be coordinated with a certain amount of work to deepen understanding.

Chapter III Color Composition

First lecture on light and color

I. About light

There are two sources of light, namely natural light and artificial light. The beautiful color band produced by the dispersion of natural light is called spectrum.

second, the production of color

the production of color is the result of the effect of light on human vision and brain, and it is a kind of visual perception.

colors can be divided into two kinds in life: natural colors and humanistic colors. Natural colors refer to the colors of all kinds of things in nature under any light, such as natural landscapes, animals and plants.

third, object color and intrinsic color

usually, we call the color of an unlit object object object color. Inherent color usually refers to the color characteristics of objects in normal white sunlight, which is universal.

iv. Categories of colors

Colors can be divided into two categories: achromatic color series and chromatic series.

achromatic color refers to black, white and neutral gray mixed with black and white. Achromatic color has the same psychological value as color, which is symbolic. Black means emptiness, extinction, silence, firmness, etc. White represents illusion, infinity, silence, endless possibilities and so on. Gray is the most passive color, stable and plain.

all colors except achromatic are colored, no matter how bright or dark they are.

second talk about the three elements of color and color system

first, hue

color appearance. People give corresponding names to different colors in the visible spectrum, such as red, orange, yellow, green, blue and purple, which is called hue. It is the most remarkable feature of color.

second, lightness

refers to the brightness of color. In achromatic color, the highest lightness is white and the lowest lightness is black and white. In all color systems, each color has a corresponding lightness. For example, in the color phase ring, the highest brightness is yellow and the lowest is purple. Brightness has a strong independence in elements of color, which can be presented separately through the relationship of black, white and gray without any hue characteristics.

third, purity

refers to the degree of turbidity of color. For example, if green is added with white, the purity will decrease, and the more times the colors are mixed, the lower the purity will be, and the purity will reflect the inherent varieties of colors.

IV. Color system

1. Munsell color system

2. P, C, C, S- Color system of Japan Color Research Institute.

the third lecture on color mixing

1. Three primary colors

1. Primary colors: the three most basic colors on the color phase ring. None of them contains the components of the other two colors, nor can they be made of the other two colors.

2. The three primary colors of color and light

refer to spectral colors, which are R (vermilion), G (emerald) and B (blue-violet) respectively

3. The three primary colors of pigments

refer to poster color or painting colors and printing ink colors.

they are magenta, cyan and Yellow respectively.

the four printing colors are c (cyan), m (magenta), y (yellow) and k (black).

4. What are intermediate color, compound color and complementary color?

Intermittent color: any two original hues are mixed, that is, all colors except the three primary colors on the color ring.

compound color: a color made by mixing an intermediate color with an intermediate color or more.

complementary color: the colors at the opposite ends of the color phase ring 18 are called complementary colors.

second, additive mixing

refers to the mixing of lights. When more than two kinds of lights are mixed together, the brightness of the lights will be improved. The total brightness of the mixed colors is equal to the sum of the brightness of the mixed colors. When the three primary colors are mixed in a certain proportion, they will appear white.

Third, subtractive mixing

refers to the mixing of pigments. In subtraction mixing, the more mixed colors, the lower the purity and the lower the brightness.

fourth, neutral mixing

is the visual color mixing that is basically produced by human visual physiological characteristics, but the color light or pigment itself is not mixed together. Because the brightness of color mixing effect neither increases nor decreases, but is the average of the brightness of each color, it is called neutral mixing.

Spatial blending is the most common neutral blending, and it is also one of the commonly used color matching methods in design. When different colors are put together, when they are far away from the eyes, these colors will be mixed in the vision. Because of the influence of the spatial distance of this color mixing, we call it spatial mixing.

In printing technology and color TV imaging, the principle of mixing is used. In fabric, the color effect of spatial mixing is also very attractive. Spatial mixing is often used in painting, especially by impressionists.

the fourth lecture on the psychological function of color

I. the psychological function of color

1. the psychological illusion of color

people will have different psychological feelings in the face of different colors, generally including cold and warm, light and heavy, distance, strength and other psychological feelings.

2. Emotion of color

Red gives people a warm and active atmosphere, orange makes people feel soft, yellow is bright and gorgeous, green is fresh and quiet, blue is broad and pure, and purple is noble and mysterious.

the fifth lecture