Analysis on the Layout Design of Movie Posters —— What are the principles of movie poster design?

What are the characteristics of movie poster design? Early movie posters, like most of the posters in the shops now, were hand-painted for the advertising purpose of the first movie. With the popularization of movies and the progress of movie poster production technology, movie posters themselves have become an art with appreciation and collection value because of their exquisite pictures, unique expression techniques and rich cultural connotations. Due to the particularity of movie posters, movie posters have their own characteristics in design and printing, although they are somewhat similar to ordinary poster design. First of all, the graphic design of movie posters should follow the principle of "reading with the least effort", and the image should be highly concise and creative. The more labor-saving visual graphic reading is, the more it can enhance its attention value, and then make people have a clear and profound impression on the films to be promoted. Secondly, the graphics in movie posters should conform to the moral concepts of society and the public. On the basis of the information conveyed and the mainstream culture of social form, the image of the picture should be vivid, giving people a beautiful feeling, making people feel physically comfortable and psychologically close after watching it, which is usually called emotional pleasure in design. Thirdly, the graphic image should be clear, and the main image should meet the design requirements and serve the theme of the film, and the role of the host should not be usurped. Purely pursuing formal beauty and self-awareness. Or not knowing what to say will distract and divert people's attention, which will lead to movie posters deviating from the purpose of conveying movie information, attracting audience's attention and stimulating movie box office income. Finally, the graphic images in movie posters should be highly unified with emotion and reason, convincing people with emotion and convincing people with reason. Because the image of the blending of sense and reason helps to mobilize people's emotional factors, the stronger the emotional color of graphics, the more it can arouse people's interest and make people feel. This two-way communication and exchange helps people to pay attention to, understand and remember the information conveyed by movie posters, resulting in a strong desire to watch. There are naturally many points in the design of movie posters, but graphic design is emphasized, because graphics is a visual language that uses images and colors to intuitively spread information, ideas and exchange ideas. There is a unique charm that can only be understood but not expressed. It can transcend national boundaries, eliminate language barriers and communicate with people in various fields. This is a universal visual symbol called "Esperanto". Therefore, in the design of movie posters, graphics have the functions of attracting people's attention, being easy to understand and guiding the line of sight to the copy. The creative combination of different graphics can produce new graphic semantics and make the movie poster have deeper connotation, thus greatly expanding the performance space of the movie poster and playing an important role in information transmission. Early movie posters, like most of the posters in the shops now, were hand-painted for the advertising purpose of the first movie. With the popularization of movies and the progress of movie poster production technology, movie posters themselves have become an art with appreciation and collection value because of their exquisite pictures, unique expression techniques and rich cultural connotations. Due to the particularity of movie posters, movie posters have their own characteristics in design and printing, although they are somewhat similar to ordinary poster design. First of all, the graphic design of movie posters should follow the principle of "reading with the least effort", and the image should be highly concise and creative. The more labor-saving visual graphic reading is, the more it can enhance its attention value, and then make people have a clear and profound impression on the films to be promoted. Secondly, the graphics in movie posters should conform to the moral concepts of society and the public. On the basis of the information conveyed and the mainstream culture of social form, the image of the picture should be vivid, giving people a beautiful feeling, making people feel physically comfortable and psychologically close after watching it, which is usually called emotional pleasure in design. Thirdly, the graphic image should be clear, and the main image should meet the design requirements and serve the theme of the film, and the role of the host should not be usurped. Purely pursuing formal beauty and self-awareness. Or not knowing what to say will distract and divert people's attention, which will lead to movie posters deviating from the purpose of conveying movie information, attracting audience's attention and stimulating movie box office income. Finally, the graphic images in movie posters should be highly unified with emotion and reason, convincing people with emotion and convincing people with reason. Because the image of the blending of sense and reason helps to mobilize people's emotional factors, the stronger the emotional color of graphics, the more it can arouse people's interest and make people feel. This two-way communication and exchange helps people to pay attention to, understand and remember the information conveyed by movie posters, resulting in a strong desire to watch. There are naturally many points in the design of movie posters, but graphic design is emphasized, because graphics is a visual language that uses images and colors to intuitively spread information, ideas and exchange ideas. There is a unique charm that can only be understood but not expressed. It can transcend national boundaries, eliminate language barriers and communicate with people in various fields. This is a universal visual symbol called "Esperanto". Therefore, in the design of movie posters, graphics have the functions of attracting people's attention, being easy to understand and guiding the line of sight to the copy. The creative combination of different graphics can produce new graphic semantics and make the movie poster have deeper connotation, thus greatly expanding the performance space of the movie poster and playing an important role in information transmission.

Analysis of the artistic expression of modern movie posters: What are the artistic techniques _ _ [Abstract] Movie posters are a kind of visual communication media produced with the appearance of movies, which not only promotes the content of movies, but also reflects the contemporary social needs and aesthetics. With the development of society, science and technology, media and the reference and absorption of other art categories, the artistic expression forms of movie posters have also been deepened and developed, becoming more and more rich and diversified. This paper discusses five artistic expression techniques: direct display, contrast, association, artistic conception and multi-dimensional space with typical cases.

_ [Keywords] movie poster; Artistic expression; Contrast; Lenovo; space

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Movie poster is a kind of visual communication media with the appearance of movies. "Movie posters can be collectively referred to as posters or movie posters, just like month cards, New Year pictures and posters. Generally posted in theaters, advertising columns or streets, roads and other public places "[1]. It not only has the function of conveying the film content, but also reflects the needs and aesthetics of contemporary society. With the development of society, science and technology, media and other arts, the artistic expression forms of movie posters have been deepened and developed, and become more and more rich and diversified. In the process of information transmission, the aesthetic function and appeal function are well combined, so that the audience can get spiritual pleasure and psychological satisfaction while getting film information. The following analyzes the visual expression techniques in movie poster design from several aspects.

First, direct display

Direct display, as the name implies, is to directly display characters or scenes in poster design. When designing a movie poster, the characters in the plot or the representative scenes in the plot are taken as the performance objects, which makes the elements in the movie poster design simple and clear. The application of this expression technique shows the information of the film very accurately and can stimulate and stimulate the audience's inner desire for consumption instantly.

Presentation is a traditional and popular visual expression, which directly and truly shows the characters or scenes in the plot to the audience with intuitive visual expression and leaves a deep impression on the audience. This design requires high images, not only good pictures and photographs, but also good photography technology and the ability to combine graphics by means of computers. The expression of direct display is the most easily accepted by the public ideologically, which highlights the popular characteristics of design and the social effect of poster design. Because this technique is to show part of the information of the film directly to the audience, we should carefully study the composition, color and posting environment of the overall form of the poster when designing and making.

For example, the movie poster of "Hawthorn Tree Love" directed by Zhang Yimou tells a pure love story that happened in China in 1970s. Known as the "poetic film". In the movie poster of 15 Busan International Film Festival, the close-ups of the protagonists "Jingqiu" and "Laosan" occupy half of the screen space, and the details of the hero and heroine's clothes, hairstyles and so on reveal the background of the story. The color of the whole poster is green, showing pure beauty. Its real characters instantly touched people's hearts and aroused the audience's association and expectation of the film, thus achieving the purpose of promoting and transmitting the film information.

Second, contrast and contrast.

Contrast, also known as contrast, is the most prominent expression of the artistic beauty of opposition and conflict. It is to juxtapose two opposite or opposing things, so that they can set off each other and emphasize one aspect. For example, in order to highlight the relationship between the protagonist and the supporting role, some movie posters compare the enlargement and reduction of characters, so that the audience can see at a glance. [2] For example, in the movie poster of the Revolution of 1911 of 20 1 1, Sun Yat-sen (Zhao Wen U), as the protagonist of The First Hero, was enlarged and placed in the middle and upper part of the picture, while other roles were reduced and surrounded by The First Hero as a foil. The contrast between the big and the small makes the audience's visual process directly fall on the image of the protagonist, becoming the first visual center and expressing the theme of the film more intuitively.

In order to reflect the shocking visual effect, some movies usually use the vast space scenes and dramatic celestial natural landscapes as the background of posters, and use visual stimulation and contrast to explore the visual, psychological and physiological effects on people. [3] For example, the movie "Doomsday Prophecy 20 12" in order to highlight the shocking visual effect and attract the audience into the cinema to watch and understand the movie, the special composition of the movie poster and the contrast treatment of exaggerated graphics and colors are used to achieve a strong visual and psychological shock. The picture is composed with a bird's-eye view, which integrates the tall buildings, vehicles and streets in the city. A conventional high-rise building that gives people a huge, towering and soaring sky is like a crumbling building block under this bird's-eye composition. Cars on the highway are like small beetles, which may fall into the abyss at any time. The bustling city is shrouded in a cold blue-gray tone. The bustling city that human beings are proud of has shown a terrible sight of rolling in the deep in an instant under the strong external force brought by the core explosion. Seeing this tragic scene, people can't help but reflect on the arrogance and greed of human beings, and how small and pitiful human beings are in the face of furious nature, so as to remind human beings that when they are madly demanding and destroying nature, have they ever thought about eating the evil consequences planted by human beings themselves?

The poster design of the protagonist of the domestic film Tangshan Earthquake also uses the artistic expression of scene contrast. The whole poster takes the ruins after the Tangshan earthquake as the background, adopts the depth composition, and uses the exaggerated contrast of things, people and scenery. A weak girl stood in the empty ruins. The girl's eyes are full of fear and helplessness. The color of the poster is selected in a suppressed gray-black tone, which brings a strong visual shock to the viewer. It accurately conveys that the theme of the film is to tell a huge disaster story. This high visual contrast makes the movie poster have a strong shock, which is also a strong impact on the viewer's psychology and emotion. This poster successfully created a powerful visual symbol.

Third, use association.

The poet Ai Qing said: "Association is a similar memory evoked by things, and association is the echo of experience." Through the creative technique of association, the aesthetic habits and objects stored in people's minds are applied to most people's own or related experiences, and the aesthetic feeling is often particularly strong, which not only breaks through the boundaries of time and space, expands the capacity of artistic images, but also deepens the artistic conception of poster images. In this way, the aesthetic object and the aesthete are integrated, and the aesthetic feeling is triggered in the process of association. [4] In poster design, through imagination or association, the graphic theme is linked with various images, and people's imagination is used to transform and combine various images, thus creating new images and new meanings, so that the newly created comprehensive images can express the theme of the film more accurately and fully, thus making the audience have a strong interest in the content of the film. For example, the movie poster of "world without thieves" neither reflects the protagonist image of the story nor represents the scene. The picture is set in black, and two intertwined hands stand out. A man's hand wants to open a button, and a woman wearing red gloves holds a knife in her slender fingers. Such a secret picture seems to reveal the theme and content of some movies and give the audience more imagination. The leading poster of the movie Guanyin Mountain is to make full use of Lenovo's artistic expression. A pair of black fishnet stockings women's legs, legs crossed, several particularly conspicuous holes in stockings occupied the most eye-catching central position, and a pink microphone hung on the left. The whole picture is full of suspense, which makes people associate. It seems that the protagonist is struggling and bumpy, and it is difficult to make a living.

Fourth, create artistic conception.

Artistic conception is a unique aesthetic category in China, and the pursuit of artistic conception in China's art is more conscious, lasting, extensive and lofty. What is artistic conception? As early as Wang Guowei had an intuitive interpretation of the artistic conception in The Tales of the World, he said, "Everyone's works will be refreshing, their scenery will be eye-catching, and their words will blurt out without thinking. What they see is real and what they know is profound. Poetry is natural. There is no big mistake in balancing ancient and modern authors. " This interpretation makes it easier to understand China's unique understanding of "artistic conception". The artistic conception of movie posters needs to present a thought-provoking artistic realm or artistic interest, which is the combination of objective image and subjective emotion, resulting in the emotional atmosphere and realm of scene blending, virtual reality and endless charm.

The creation of artistic conception in poster design is not simply to dedicate information or visual image to the viewer, but to explore the humanity and philosophy reflected in the film, so that the viewer can explore the artistic conception and symbolic significance behind it through the image. The method of scene fusion and virtual reality is used to arouse the emotions of the audience, so that they can easily accept the information conveyed by the movie poster in a high degree of aesthetic pleasure. [5] For example, the poster design of the film "Silver Empire" directed by Christina Yao was specially designed for participating in the Berlin Film Festival and overseas distribution. On the left side of the picture, the protagonist sits cross-legged on the floor in a gown and stares into the distance. On the right side, a large area of ink is smudged, and on the other side, it is extremely ethereal and mysterious, with a distant oriental artistic conception. The visual expression of the whole poster is very concise and clear, with a strong oriental philosophy meaning, which coincides with the theme of the film and also shows an impressive "Chinese style". It seems to convey the rules, ethics and strict ethical system handed down from generation to generation by Shanxi merchants in China, which is thought-provoking.

V. Multidimensional space

At present, most of the movie posters on the market are two-dimensional planar spaces. However, if we break through the convention, transform the planar movie posters into multi-dimensional spaces, organically combine various factors, and endow the movie poster design with multi-dimensional significance, it may be easier for the audience to get novel and interesting experiences, and achieve good artistic aesthetic effect and smooth information dissemination. For example, the poster of the American movie Kill Bill. The story tells that the bride (uma thurman) was once a member of the deadly viper assassination organization (D_I_V_A_S), and she wanted to get rid of her own assassination organization by getting married and end her bloody life. At the wedding, he was brutally murdered by his cronies (played by Hannah, Liu Yuling, Vivica A. Fox and michael madsen) and everyone's boss, Bill (played by david carradine). The bride pleaded, "Bill, I'm pregnant and it's your child." But the answer is "bang" a gunshot! Four years later, she woke up in the hospital, and she vowed to kill Bill at all costs and get revenge to the end! "When I reach my destination, I will kill Bill." The bride immediately embarked on a revenge journey from Texas to Okinawa, Tokyo and Mexico. To this end, she launched a bloody war with Bill. [6] The difference between this movie poster and the traditional poster is that it breaks through the two-dimensional space. The picture and text of the movie poster shows the heroine waving the mountain city, and the picture is sprayed with blood. The simulated blood overflows from the picture and is sprayed directly on the walls of buildings and passing vehicles. The designer skillfully extended the two-dimensional poster to the three-dimensional space environment. The creation of visual tension and the artistic conception of the film strengthened the audience's sensory experience, actively participated in the communication with the film, and achieved psychological shock and sound. This movie poster accurately conveys the theme of the movie and makes people unforgettable.

The application of artistic expression techniques of movie posters should not only obey the theme of the works, but also conform to the changes of the ideology of the whole society and the aesthetic consciousness of the masses, so as to effectively convey information. The visual language of movie poster design, like other languages, is gradually formed in the long-term visual communication practice. With the continuous progress of human society and the continuous development of science and technology and economy, the artistic expression forms of movie posters will become more and more colorful.

_ _ [References]

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[2] Young-fly-wang. Analysis on the design art of China movie posters since the founding of the People's Republic of China [D]. Chengdu: Sichuan University, 2006.

[3] Jin Lin. 20 10 China movie poster design visual expression [J]. Literary circle, 20 1 1(02).

[4] Zhao. The Application of Associative Thinking in Movie Poster Design [J]. Shopping Center Modernization, 2009(06).

[5] Jia. Creative Expression of Movie Poster Design [J]. Journal of Jiangsu Institute of Education: Social Science Edition, 20 10(05).

[6] Kill Bill [DB/OL].