What is the "atmosphere" in design

If designers hear the word "atmosphere" in the design process, they may feel anxious, and this requirement of "nothing to say" will definitely make most designers confused about the specific needs and conditions of submission. Maybe this article can't guarantee you to design an atmospheric work, but it can help you to avoid detours when you go to the goal of "atmosphere". Now the two words that designers are most afraid of hearing are probably "atmosphere". "Are there any requirements for the design draft?" "Oh, I hope it is more atmospheric!" "。 . . 。" "What do you think is not satisfactory?" "Well, I just wish I could be more atmospheric!" "。 . . 。" "What do you think of this visual draft?" "This is very good. A little atmosphere will do. " . . . "These conversations are not exaggerated at all, and they are all topics that colleagues often complain about. Designers have fallen under these two words countless times. However, complaining can't solve all problems. So what should we consider to solve this headache adjective? Simple analysis, from two different types of requirements, the first: the "atmospheric" simple page style of business nature is easy to be liked by users, which can bring users a certain sense of security. Take IBM as an example. The first impression of the page is professionalism and safety. The structure of the focus map is also relatively simple. The eye-catching slogan on the left uses a simple gradient, and the simple geometric figure is also used on the right. The same is true of the following examples, some of which will not be listed, such as the familiar Apple official website. There are several points to pay attention to when expressing the feeling of "atmosphere" in business pages: leave blank. A lot of blank space will make the page feel spatial and will not be disgusted by the dense content of the page. The fewer colors, the better. If too many colors are not well controlled, it is easy to lose the overall balance. Before production, it is mainly necessary to set up a main color system and an auxiliary color system. It can be found that the number of colors used in these websites listed above is not much, one is the main color, the other is the auxiliary color and the other is the decorative color. Business pages mainly highlight content and display information, giving users a certain sense of security and trust. Therefore, it is recommended not to use fancy elements and alternative design styles. The second type: the page of "atmosphere" In the essence of the activity, the realization of "atmosphere" is more complicated, and of course it cannot be used in one way. For example, a page of opening ceremony, if you use a white background, simple graphics and words, may not set off a good atmosphere. The reason why schemes are often rejected is that the atmosphere is not enough. Therefore, when selecting materials, you can first consider mountains, rivers, lakes and seas, panoramic views, or representative buildings or signs; In addition, you can choose positive elements, such as "pigeons, ribbons, roads, churches, roofs, sunshine, aristocratic elements" and other Chinese styles. This is a style that designers like to use in recent years, which is formed by using China traditional elements and current design styles. Symbolic elements: ink style, brushwork and ancient artifacts (porcelain, ding and so on) are just the author's simple understanding of "atmosphere" Good design should start with details, even simple design style should be carefully handled with details. Such as small shadows, luster, texture and so on. Only by grasping the overall situation can we master the style. Try to communicate with the demanders and express the designer's own ideas and suggestions. When revising the design draft, the "atmosphere" that the other party wants may only be an element problem, but he is not sure which part is wrong, so he will tell you with a vague concept. But as a designer, I also want to think carefully and try to modify the contents of key parts first, such as trying to change the new font and remove redundant elements.