Paying attention to design elements, especially the successful reproduction or creation of the texture of the main elements, plays a decisive role in strengthening the theme, expanding the connotation

Paying attention to design elements, especially the successful reproduction or creation of the texture of the main elements, plays a decisive role in strengthening the theme, expanding the connotation and revealing the essence. It can also enhance attraction, increase attention and even cause dramatic effects. There are two ways to express texture in design pictures: reproducing texture and creating texture. The best way to reproduce texture is photography. Photography technology can accurately and truly restore the texture of the subject to the greatest extent, and even create highly condensed and detailed depictions. Creating texture mainly refers to the creativity and generation of visual texture in design. The key to success lies in the designer's ability to refine, summarize, and imagine design elements, as well as his awareness of space transformation and unit modeling ability, and other comprehensive quality qualities. Techniques include: (1) Strengthen various contrasts, such as light and dark, convex and concave, and direction. For example, the use of the instability of color light in projections and flares, the overlapping and mutual reflection of shapes and edges, the gradual interweaving of thick and thin lines, etc. (2) Mobilize design factors, shape, color, light and shadow. Such as various texture composition methods of points, lines, and surfaces, the effect of enhancing contrast between different attributes of colors, etc. (3) Adopt special structural forms, such as gaps, divisions, depth, levels, vertical and horizontal, density, overlap, etc. (4) Use illusions and hallucinations. Such as the illusory space of visual contradictions, the wave grating effect of visual persistence, and the illusion of distance in visual experience. (5) Simulate nature. The unique texture imprints of commonly used painting tools, the different texture effects of common painting techniques, the feeling of simulated materials by computer design software, etc. (6) Obtained by accident. Getting inspiration from the inadvertent and accidental "works" of nature and reality, and getting a destructive and random texture feeling is sometimes very subtle, interesting, and even has an exaggerated dramatic effect. The role of reproducing and creating texture, no matter what method, in deepening the theme mainly stems from authenticity, richness and association. The beauty of texture lies in authenticity, and real things are more likely to arouse trust and affinity. Texture expression can turn simplicity into richness. Visual texture can achieve perceptual transfer, mobilize emotional associations and strengthen connotations. Composition: the bridge between shape and tasteThere are many elements in the layout and design of graphic advertisements, but the overarching summary is very simple: shape, color and quality. Constitutive thinking is to arrange, plan, and structure the elements of these representations into a whole. A good composition is a bridge that uses form to express meaning and form to express taste. The purpose of this communication and connection between form and connotation is to reveal the theme and convey ideas. First of all, no matter how many design elements there are, one touch affects the whole body. Shape and shape, shape and color, color and color, as well as the expression of quality, are all interconnected and synergistic. For example, if a line of title text is arranged vertically in the center of the screen with normal font spacing, it can be regarded as an overall shape and the screen is divided with a central axis composition. However, if the font spacing is widened and the font size is gradually increased, it will also be distributed vertically. , you can feel the individual shape of each hen. The former is regular and has a balanced and symmetrical sense of form, while the latter is lively and jumping, with flowing sight guidance and radiating space. Its meaning and theme connotation are different, and it can be reversely thought based on product positioning and target groups. Secondly, traditional formal laws and basic aesthetic laws should be regarded as the basis of thinking. For example, blank space, stability, the rule of thirds, the center of interest in the visual field, the guide of the visual process, the principle of simplicity, the order in the unity of diversity, etc. These are the ways and means to best connect the formal expression with the touching of the soul and the elicitation of emotion. Follow this It's a shortcut. Advertising design explores unconventional compositions and hyper-experience techniques, and has become a starting point for contemporary thinking to create novelty, unique symbols, deconstruct dreams, and attract attention. There are some commonly used types of arrangement, combination and layout planning of graphic advertising design elements, that is, basic composition patterns, such as standard, central axis, eccentric, and free; text, full-image, indicator, and scattered dots. etc. Some common types and idiomatic patterns have their own origins and foundations for their emergence and existence, their own characteristics and characteristics, and their own advantages and disadvantages. The key is to understand and grasp the characteristic connotations and adaptation methods of various composition methods. In specific applications, the correct choice can be made by comprehensively considering the theme appeal of advertising, information carrying, product characteristics, target objects, media characteristics and other related factors. Creativity: Eternal Return and Breakthrough For creativity, the starting point of every design is zero.

The meaning of zero here has three levels: first, it is the starting point of thinking and returning to the original and essence. The source of creativity should come from the direct accumulation of objective objects rather than indirect experience; second, it is the way of thinking that breaks the "set" of traditional habits and creates new ones. The thinking method; the third is the personality and breakthrough of expression and communication. Print advertising creativity, wisdom, extraordinary, and originality are mostly attributed to this "zero" thinking. This is a cycle of return and breakthrough, just like zero can be expressed by a circle connected end to end, without beginning or end, representing eternity. It essentially means philosophical speculation and is the thinking basis for successful creativity. 1. The starting point of creative breakthrough. Creative breakthroughs lie within oneself. The essence of the often-talked about "sudden inspiration" lies not in the "enlightenment" of the objective, external world, and physical phenomena, but in the subjective, inner, and spiritual "enlightenment". "Enlightenment" and "enlightenment" are connected. The generation of advertising creative inspiration emphasizes its long-term accumulation. James Webb Young's metaphor of the "emerging magic island" of his gestation helps us to understand this vividly. The corpses of corals accumulate over the years and grow into coral reefs to form the "magic island" emerging from the sea. This is a process from "here" to "that", from "quantity" to "quality". The quantitative accumulation process is long-term, gradual, and potential, while qualitative changes can be instant, sudden, and apparent. This kind of accumulation should be conscious, conscious and all-round. For example: learning and in-depth understanding of advertising professional knowledge, targeted research on psychology and physiology, understanding of philosophical thinking methods, depth of aesthetic and artistic thinking, and cognition of natural, social, and humanistic knowledge. wait. 2. Source of creative inspiration. Although all kinds of "original" works with fantastic ideas can be called "creations" and "creations", they do not come out of thin air. They come from the "creative library", which is the source of inspiration. The most important breakthrough point for the inspiration of creative design works is to find the design elements that are most consistent with the design theme and information communication, and to discover the essential relationship between the two. This inner connection may sometimes be latent, primitive, and subtle, but it is the most critical and important connection point. In this way, the entry point and expression method of the best performance can be easily captured. 3. Inspiration of creative thinking. Innovative thinking is a conscious thinking process and a targeted development of intellectual potential initiated by intuitive awareness. The way to open up ideas can start from the following aspects: (1) Pay attention to the collection, research and absorption of advertising design works with different design styles, different creative features, different entry methods, and different expression techniques. (2) Break the shackles of various subjective and objective limitations and thinking. The intertwining of rationality and madness is the fashion of today's commercial design. The basis of finiteness is infinite. Abandoning original experience and various habits and stereotypes is the prerequisite for all innovations and breakthroughs. (3) Pay attention to inspiring imagination. The reason why some bizarre, supernatural, anti-popular, and anti-regular expressions easily attract attention and deepen memories is that they take advantage of the rules of human physiological induction and psychological cognition. For example: Many surreal performances contradict people's normal and regular understanding of objective objects. The balance from physiological induction to psychological perception is broken, and people's thinking and association of intuitive experiences are blocked, which is bound to stimulate their multi-dimensional thinking. imagination and curiosity to explore. (4) In many new, strange, unique and unique expressions, familiar elements and forms can always be found, which are all the result of new combinations of old elements in the new order. The decomposition and reconstruction of elements and the collage and integration of different objects can create endless variations and are commonly used effective techniques in design thinking. (5) Get rid of conventional, rational and logical vertical thinking, try and study horizontal, divergent, reverse, paradoxical and other thinking styles. The mutual complementation and comprehensive use of multiple thinking styles will significantly improve efficiency. (6) Do not ignore occasional revelations. Random graffiti on the wall, accidental connections between unrelated things, intuitive understanding of a certain representation, the process of growth and decline of natural objects, interesting and humorous combinations and forms suddenly discovered, strange things unintentionally obtained during the computer design process Effects, etc., are all valuable assets.