German poster design-how to design a good poster

Why is this World War II poster so popular?

One day in 2000, Mr. Manley, the owner of Bart's Bookstore in Allenwick, Northumberland, northeast England, was opening a box of old books when he was "folded" by a "book" at the bottom of the box. Attracted by the "cardboard piece", he opened it and found that it was an old red poster with five words printed on it: "Keep Calm And Carry On (Keep Calm And Carry On)", and above the words was a crown.

Mr. Manley didn't know the origin of this poster. He showed it to his wife. They both thought it was great and decided to put it up in the bookstore. Many people wanted to buy it after seeing this poster, but the Manleys refused. As more and more people liked it, the Manleys decided to reprint it and sell it to the public.

500 copies of the first batch of posters were printed and sold out quickly. On Christmas Eve 2005, a national newspaper included the poster on its Christmas gift recommendation list. In the following period, the Manleys received a flood of orders, the phone kept ringing, the bookstore's website crashed due to overload, and all the clerks were busy packing. On average, every week 3,000 posters are to be sent out.

The Manleys thought that this poster would be like those perishable fashion items in the past, and people’s novelty about it would soon pass. However, things turned out completely unexpectedly. When Manley When the Lees took to the streets, they discovered that this poster was used everywhere, on T-shirts, mugs, badges, and even in cartoon graffiti on the streets. In a very short period of time, this poster transformed into popular culture in Europe and triggered a frenzy of imitation in the design field.

When Mr. Manley realized that what he found was a "World War II" poster that had been buried for many years, he was very proud - although this was almost entirely unintentional, it was a historical In this way, posters have become an important part of contemporary culture.

The King's Speech

KeepCalmAndCarryOn was born in Europe's darkest year. On September 1, 1939, Germany launched a blitzkrieg attack on Poland. The free world was in danger under the fierce Nazi offensive. After a long period of suffering, Britain and France were forced to declare war on Germany.

The movie "The King's Speech" recreated this process. On the day he declared war on Germany, the stuttering king finally overcame his inner fear and delivered the most successful speech in his life: "I implore everyone to remain calm and firm, and to unite in the face of the test. The test is severe, and we will face it again." It is a difficult day, and the war is not limited to the front line. Only with justice in our hearts can we act correctly. We sincerely pray to God here. As long as everyone has firm faith and with God's help, we will win!"

< p>Countless families were waiting in front of the radio, quietly listening to the king's voice. In the following time, Britain tenaciously withstood the huge pressure of the Dunkirk evacuation, the fall of France, and the crazy Nazi air raids, until it ushered in the final victory.

Posters used for war propaganda began to be produced before the declaration of war on Germany. In April 1939, the British government officially launched the production of posters including "Keep Calm And Carry On". The British Prime Minister at the time was still Arthur Neville Chamberlain. In June 1939, the design work of the posters was completed. Their pictures were abstract and concise, and the language was concise and powerful. The slogans were spoken in the tone of the speech of King George VI of the United Kingdom at that time. In addition to the slogans, there was only a crown of the British King, which was visually appealing. Extremely strong. In August 1939, the designed posters were sent to the printing factory. As long as war broke out, they would stand up and fulfill their mission of defending the country. There are three posters in this series, and they were originally planned to be released sequentially according to the battle situation.

The content of the first poster is "YourCourage, YourCheerfulness, YourResolutionWillBringUsVictory (Your courage, your enthusiasm, your determination will bring us victory)", with a print run of 800,000 copies. It was Posted everywhere on notice boards, building walls, train stations, bus stops, London Underground stations, shop windows.

The second poster was subsequently released, with the content "Freedom is in Peril. Defend It With All Your Might (Freedom is at stake, use all your determination to defend it)", with a print run of 400,000.

The third poster was "KeepCalmAndCarryOn" which was accidentally discovered by Mr. Manley. Its print volume was much more than the first two posters combined, reaching 2.5 million copies. After being posted, it was enough Covering every corner of the UK, there is no doubt that the British government intends for this poster to take on the most difficult and important task - according to the original production plan, it was intended to be posted after the Nazis occupied Britain. The government prepared for the worst - luckily it didn't work.

Poster - "Weapons on the Wall"

On May 10, 1940, Winston Churchill was appointed as Prime Minister of the United Kingdom.

Facts have proved that Churchill, with his tough style, accomplished the task of inspiring people better than war posters. His fiery personality and careful planning made the Nazis feel more pressure and boosted the morale of the British people. After quickly winning the British War, Britain began to launch a counterattack against the Nazis. The "KeepCalmAndCarryOn" poster certainly failed to fulfill its mission ideally.

The poster with the content "YourCourage, YourCheerfulness, YourResolutionWillBringUsVictory", which is the first poster in the same series as "KeepCalmAndCarryOn", became the most popular poster in the UK during World War II after being posted on a large scale. Well known poster.

Posters have appeared in ancient Egypt. Archaeologists have discovered many remaining ancient murals on walls and pillars in the ruins of ancient Egypt. The makers used them to warn the public about what was about to happen. . With the emergence of lithography in 1796, posters officially entered the color era, but it was World War I and World War II that really enabled the rapid development and widespread popularity of posters.

In such a total war, a large amount of funds and personnel were invested in the war. The warring countries had to raise a large amount of funds and recruit soldiers to maintain the war. They were called "weapons on the wall" Posters become the best promotional vehicle in this case.

The cultural characteristics and historical traditions of each country are reflected in the war posters they produce. British posters mainly emphasized that the country needed more manpower and materials to defeat the evil Nazis; German posters emphasized the determination to fight, the heroism of soldiers and the casualties of troops; French posters often emphasized individualism, sensitivity, enthusiasm and intelligence French characteristics; American posters are best at mocking opponents with humorous design styles.

"KeepCalmAndCarryOn" is undoubtedly a very British war poster. The British have always shown themselves to be conservative, indifferent, and firm, and do not easily show their emotions. Even if they are sad, they rarely show it. At the same time, he is very patient and never shows any anxiety under any circumstances. "KeepCalmAndCarryOn" condenses the perseverance of the British spirit in just five words. This attitude has helped the British achieve their glorious history and also helped them survive the most difficult years.

The greatest inspirational poster?

On September 2, 1945, the "World War II" ended and Europe entered a period of recovery. The "Keep Calm And Carry On" posters that were not used were destroyed in large numbers, and only a few survived. Most of them were collected by the British National Archives. In addition, two posters were scattered to the public, and one was collected by Mr. and Mrs. Manley of Bart's Bookstore. I bought it by chance, and the other one is owned by Store (a store in the UK that specializes in collecting, replicating, and selling war posters).

When orders for the "KeepCalmAndCarryOn" poster flooded into the Manleys' Bart Bookstore, the economic winter was plaguing the British public. Europe in the 21st century ushered in the beginning of the European Union's founding The longest economic downturn in history, and many observers believe it will lead to a global economic recession.

Amidst such turmoil, the role of this poster has quietly changed. It is no longer a commemorative poster or a war poster, but has successfully entered people's daily lives and become a psychological resonance. The best statement. It is not inflammatory in any way, but it has an effective comforting effect on the public who are depressed due to the economic downturn.

In 2009, the BBC, the Guardian, the New York Times and many other media reported on this poster. The BBC report used a question-like title - "The greatest motivational poster ever?" The BBC reporter believed that this poster, which was born during the war, has injected new comfort and strength into the peaceful but turbulent contemporary era; " The Guardian's report was slightly pessimistic, believing that the popularity of this poster reflects people's current plight in life.

People began to mention this poster frequently, and it was also widely used for public welfare to encourage cancer patients and disadvantaged groups. In addition to the general public, many celebrities are also fans of this poster. They put it up in their offices, including David Lubars, creative director of the world-famous BBDO advertising agency North America, and Edward Lubars, publisher of Vanity Fair. Edward Menicheschi and many other business leaders and media tycoons. Lubas said: "This sentence brings a very good feeling to people. It can make people feel calm and comforting."

In 2001, the Imperial War Museum was completed in Manchester as a symbol of the British spirit. This poster was posted in Churchill's office, but interestingly, Churchill's favorite war slogan was not "Keep Calm And Carry On", but "Keep Bugering On (never slacken)".

In addition, "KeepCalmAndCarryOn" has also been used as a national symbol of the United Kingdom in the decoration of No. 10 Downing Street, Buckingham Palace and various institutions. It has also appeared on Britain's sexiest man - David? Beckham's T-shirt.

People like this poster more and more because it is both classic and powerful. Designers pay tribute to the classic in their eyes by changing the background color, slogan, and pattern of the poster. "KeepCalmAndTheBeatles (keep calm, love the Beatles)" is used to express the love for the Beatles and music, and "KeepCalmAndHaveACupcake (keep calm, have a cupcake)" is used in casual restaurants.

Beyond the background of war, "KeepCalmAndCarryOn" can still give people peace and strength. On the other hand, from the perspective of fashion trends and public aesthetic psychology, this poster has just caught up with the neo-retro trend of the 21st century. Its overall style and tone, coupled with the special historical background, are undoubtedly very suitable for role-playing. One of the best spokespersons of the century, it has become a popular symbol that retro enthusiasts flock to. Who created the montage technique in movies

In a broad sense

Montage technique

: It refers to connecting unrelated things in some way to form A complete and unified thing makes people look interesting.

Plane montage does not contain the time factor, while the montage technique in movies must contain the time factor.

The "montage" style of the famous German poster designer Wilhelm Zimmermann - Shakespeare

"A Midsummer Night's Dream"

Poster. Among designers who use the "montage" technique, which has a profound European tradition, he is a unique representative figure who connects the past and the future. At first glance, his works appear to be pure photography, but they are actually conceived according to the designer's creativity before shooting, and are always shot under strict control and control, which not only emphasizes originality, It makes the work have a compelling sense of reality, and completes "idea" and "expression" in one process, integrating the profound connotation of the work with the beauty of art. Therefore, the presentation of the theme is extremely direct and strong, and the work is like a sharp knife.

Montage refers to the organic combination of audio-visual modeling elements, ideographic elements, and linking elements that constitute an art system to form a sum of expression means, thinking methods, and operating skills with certain artistic functions.

The connotation of the concept of montage includes three aspects: 1. Montage is a unique

image thinking

method that reflects reality (that is, montage thinking) . 2. Montage is a basic structural means and narrative method of art. 3. Montage is a specific editing, production, and expression method and technique. The combination of audio-visual modeling elements, ideographic elements, and link elements in the montage system follows certain logical and artistic rules, including the combination rules between each element and the overall combination rules. The combination rules between elements include symmetry and proportion, symmetry and balance, repetition and rhythm, hints and echoes, etc.; the overall combination rules mainly include: the unity of appearance and theme, the unity of harmony and diversity.

Main performance:

·Constitute integration.

·Create movement.

·Recreate time and space.

·Create an atmosphere.

·Adjust the rhythm.

·Induce imagination.

·Sublimation theme.

·Show style.

Literature is also a kind of montage art. This montage art is obviously reflected in the expression of literary language and the creation of literary images. The most common feature of literary montage and film and television montage is that they both adopt image thinking and use narrative and expression techniques to shape artistic images. Examples are as follows:

Camera movement (push, pull, pan, follow) and narrative montage:

“The apes on both sides of the Taiwan Strait can’t stop crying, and the light boat has passed the Ten Thousand Mountains.” (Li Bai,

"Early Departure from Baidi City"

Camera movement and color contrast, movement and stillness contrast, body contrast montage:

"Two yellow pengs sing in the green willows, and a row of white mandarin ducks ascend to the blue sky "(Du Fu,

"Quatrains"

).

Close-up and juxtaposed montage:

"Withered vines and old trees are dim. Crows, small bridges and flowing water, people's homes, the west wind and thin horses on the ancient road" (

Ma Zhiyuan

The sky is clear and the sand is clear·

Autumn Thoughts

" ).

The lens dissolves (or circle changes) and the imaginary montage:

“Wow! When I suddenly see this house, my house will be broken down and frozen to death. !" (Du Fu,

"The Song of Thatched Cottage Broken by the Autumn Wind"

). How to design a good poster

In poster design, graphics are An indispensable and important part is the designer's important language, which is presented to people through different techniques, conveys the connotation of the poster in an appropriate form, gives full play to its role, stimulates people's perception and logical thinking, and leaves a lasting impression. memory, and ultimately achieve the goal.

Design features of promotional posters Depending on the product, size, structure and design, pop promotional posters can be hung, stacked, pasted, placed next to the aisle or displayed anywhere in the retail store. , but regardless of the form or technique, pop posters are always saying to the consumer public: It’s here! It’s now! Buy it! Pop posters displayed inside and outside shopping malls are for operators to spread information and promote products. , pay attention to the channels of consumer feelings and needs, and successfully play the role of salesperson, reducing additional expenditures on manpower and property in retail stores. Since the design of pop posters conforms to the consumption habits of modern consumers, it is increasingly used in modern business. Play a crucial role: 1. Promote consumers' purchasing impulse and increase the turnover of retail stores. 2. Create a good interactive relationship between consumers and retail stores. 3. Launch pop posters suitable for festivals in conjunction with the season. 4. Make a deep impression on consumers about the credibility of the retail store. 5. Explain the usage and characteristics of the product on behalf of the store clerk. 6. Quickly and flexibly demonstrate the advantages that other media cannot express. 7. The retail store can create promotions in a timely manner. Product pop-up posters. 8. Save labor waste and reduce expenses. 9. Inform consumers of new product launches and advertising activities. 11. Create a relaxed atmosphere for consumers to freely choose products. .

Due to the above functions of pop promotional posters, pop promotional poster design must have the following characteristics: 1. Strong timeliness: it must be changed at any time according to the business plan; 2. Beautiful form: able to attract customers' attention; 3. Rich Creativity: It really serves the purpose of stimulating consumers' impulse to buy; 4. Low cost: Only low cost will not affect the large number of applications of pop posters.

The characteristics of poster design language are the connection between emotion, simplicity, wonder, beauty and poster design.

Qing includes reason and emotion. As a psychological term, emotion refers to the attitude towards things around you, yourself and your own behavior. It is a special form of human reaction to objective attributes. It is the subject's psychological response to affirm or deny external stimuli. It is also a response to whether objective things are true or not. Attitudes and concepts that suit your needs. Reasonable means reasonable. Every poster has its own theme. Graphics, like all forms of expression, should be designed around the theme of the poster. "Reasonable" means that the graphic language in the poster must fundamentally conform to the purpose of the poster. It has a certain degree of rationality and is not simply about pursuing formal effects. The rationality of the graphic essence can guide people to carry out logical reasoning thinking, which ensures that people have a deeper discussion of the poster, thereby effectively improving the memory effect and influence of the poster. The solo exhibition poster designed by German poster art master Gunter Lamborgh uses the potato image as the most basic element of the design to interpret his emotion of loving the motherland. For people who do not know Germany, it is difficult to understand. The meaning of the work is that only by knowing the special significance of potatoes to the Germans can we understand the reason why he loves potatoes so much.

Professor Holger Matthies, a famous contemporary German visual design master, once said: "A good poster should rely on graphic language to speak rather than textual annotations." The concept of simplicity is by no means “fewer things” and “simplification”. The standard of simplicity cannot be measured by the amount of pen and ink used. Quantity changes but quality remains unchanged. When the necessary elements that constitute a thing are omitted, the concept will shift. Furthermore, a concise concept is to express the theme effectively and accurately. And use this as the criterion. "Effectively" can be understood as not talking nonsense or doing useless work, while "accurately" should be understood as the degree of accuracy or compliance.

The simple design meets the needs of today's fast-paced design lifestyle. The designer uses the most economical means to output the maximum amount of information, uses the simplest graphics to contain as much content as possible, and allows the audience to interact in the shortest time. When readers become interested in graphics, three consequences will occur in an instant - first to stimulate, then to convey, and finally to leave an impression. The anti-war poster designed by the Japanese graphic master Shigeo Fukuda only has a cannonball bent into a spiral, which is used to illustrate the people's opposition to the war and those who provoke the war to harm themselves. The combination of yellow and black has a warning significance.

In modern design, a large number of graphic designs fill our lives. If you want to create works that people remember or receive praise, you must have a strong personality and style and not be the same as others. Personalization is the designer's unique insight into the personality differences of graphic design, which can make the design an expression that infinitely transcends the self. Design originality is by no means like scientists inventing several new chemical elements, it still requires new combinations of old elements. As the saying goes, there are no new things under the sun, only fresh combinations. Follow the artistry and rigor of the design itself, and don’t blindly pursue novelties for the sake of simple visual effects. Even compromising to the superficial and superficial "tackiness", losing the basic artistic conscience. Unconventional poster design can not only produce an extraordinary sense of freshness and vividness, making the artistic image more interesting and charming, but also attract people's attention and leave a deep impression on people.

It refers to the artistry of graphic expression. The advantages of graphics largely come from its aesthetic value. Today, in addition to focusing on the functional realization of graphic information transmission, we also tend to pursue poetic and excellent expressions. Whether the visual effect of his graphic works is simple or complicated, traditional or avant-garde, he always uses vivid lines, perfect colors, and appropriate composition to create images that conform to the laws of form and bring emotional satisfaction to the audience. Therefore, injecting aesthetic connotation into the design, only artistic beauty is the most contagious. Taking "beauty" as the information as the internal driving force of the information, it can transform people's acceptance of information into spiritual enjoyment and into dialogue of civilized emotional exchanges. There is no doubt that is an effective communication strategy and transphysical spiritual pathway.

The creative ideas of poster design are ultimately expressed through graphics. Graphics are the external image of creativity. The image builds a beautiful bridge between the information and the audience. The graphic language must be reasonable, but also out of context. Unexpected; it must be perfect, concise and accurate; unique in creativity, novel in concept, strange but not surprising; designers must have a deep understanding of this language, strict requirements of graphic language, and vividly convey the information and ideas of the poster through different expression techniques be conveyed. The text should be simple and concise, the colors of the pictures should be coordinated, and the most important thing is that the pattern can accurately express the theme of the poster, making it clear at a glance and not too complicated. Mainly in terms of color matching, I can’t tell yet.