The Basic Connotation of Visual Communication Design

The basic connotation of our teacher's teaching is probably like this: the process of conveying some specific information to the conveyed object with a certain purpose as the guide and influencing the conveyed object through visual art forms.

The following is an excerpt from: Elegant Living Sina Blog, and you can also go to Baidu Encyclopedia to see all of them!

Visual communication design is also called pattern design, decoration design, art craft design, art design, commercial design or graphic design. Central Academy of Arts and Crafts, the earliest design institute in China, called this major "Decoration Design" and divided it into two majors: commercial art and book binding. Chinese names are basically translated from Japanese or English, and the name of visual communication design gradually replaced commercial design and graphic design since World War II in the 198s (which was gradually used in China in the 199s). It is called commercial design because the main works of commercial design are advertising works needed for commercial marketing as far as the purpose of the works is concerned. It is called graphic design because the main works of graphic design are graphic works rather than three-dimensional works in terms of the scope of performance and the media used. However, in the 198s, works or services of the same nature were continuously extended to public service advertisements, campaign posters, three-dimensional packaging, corporate identity design system (CIS) and so on, and the media and media used were also extended to fixed-point promotional devices (POP), movies, television, computer animation, paper sculptures, and even expanded to Internet sites, plateless printing, virtual reality and so on in the 199s. At this time, these works are not only advertisements for commercial marketing, nor are they limited to print media or paper products. Therefore, it is more appropriate to refer to these works or services of the same nature as the * * * that can cover the names developed after the 198s. And what are the * * * factors of these works or services of the same nature? The first

factor is the use of visual media; The second factor is communication and persuasion, so the name of visual communication design came into being. Generally speaking, visual communication design is to use visual factors to communicate and persuade the shaping activities.

The field of visual communication design includes:

Book editing design, advertising design, packaging design, corporate identity design, poster design, window design, display design, and so on.

After entering the 199s, the internet, high technology is a new stage for art design. Unlimited information resources, interactive pictures and texts, and high-speed and efficient multimedia communication are of great significance to the development and change of humanities, society and commerce. Technology and emerging interdisciplinary subjects will have a great impact. The concept of visual communication is extended at one time.

Multimedia design mainly includes:

Animation production

Traditional animation is a traditional art field based on hand-drawn figures modeling, animation design, coloring, photography and background painting. With the development and popularization of computer technology, the media is diversified and electronic, and now it has gradually developed into a unique design direction, and has gradually formed a huge industrial chain. Generalized animation production includes: two-dimensional animation, three-dimensional animation, visual effects and so on. Main technical foundations: video processing technology, animation technology foundation, modeling technology, role animation, post-special effects, film and television aesthetics, etc.

With the continuous development of computer virtual simulation technology and network, a new IC industry is born, which needs the cooperation of different technicians. Our game production here mainly refers to the artistic producers who will be engaged in game production in the future-including visual communication works such as foot color modeling, scene design and guidance, etc.

Web page design, etc., which mainly convey information and pay special attention to visual effects in order to convince consumers and users. In other words, the design works in this field are usually used with "eyes".

In addition, window design and display design also belong to the marginal disciplines in this field. In most domestic colleges, they are arranged in the major of interior design.

A. Book design

Book design is based on book design, which usually includes font design, cover design, layout design, printing design, illustration (chart) design and binding design. Among them, because the technical level of printing is too complicated, there is also a method of dividing printing design into a subject independently. Generally speaking, this kind of work is called "Art editor" in the current publishing industry. Font design, also known as lettering, has the same meaning as Typography and Logotype, both of which design the shape of continuous characters. It is particularly appropriate to use font design to illustrate the style or style of visual modeling. Not only does movable type printing contribute to font design, but also the smoothness of pinyin in reading, the density and symmetry of hieroglyphic font itself, visual correction for smooth reading, and the adoption of the same style for successive characters are all basic considerations in font design. Laylot, in a narrow sense, refers to arranging words, pictures, tables, etc. in a predetermined layout as a part of book design, while in a broad sense, it refers to arranging the elements that constitute words, pictures, tables, etc. for a certain purpose, so as to make an effective psychological response configuration, in order to improve the clarity and aesthetic effect of reading. Printing design refers to a design of printed matter (including books) through the arrangement and selection of typesetting, color separation, plate making, paper selection, printing, binding and other technical aspects. On the whole, book design needs font design, cover design, layout design, printing design, illustration (chart) design, binding design and so on, and needs printing technology, plate-making technology, paper knowledge, shape and color knowledge, and so on.

B, advertising design

advertising design is a design with advertising works as the subject matter, which is usually divided into four categories according to the media: radio (broadcast) advertisement, newspaper and magazine advertisement, (TV) film advertisement (CF) and window advertisement, among which the media of broadcast advertisement has nothing to do with plastic molding activities, and the media of window advertisement is too single and belongs to the scope of display design, so radio advertisement and window advertisement are usually included. According to the purpose, advertisements can be divided into commercial advertisements (selling goods), image advertisements (selling people or institutions), political advertisements (selling ideas or ideologies), public service advertisements (selling morality

) and so on, among which commercial advertisements account for the largest amount. As far as the contents dealt with in advertising design are concerned, there are mainly image planning and positioning, emphasis on demands, copywriting, image conception (sketch), finished draft and so on. Although there will be different adjustments according to the different media, for example, TV movie advertisements are replaced by script writing and sketch, and the finished part is replaced by role selection, performance, shooting, etc.

Advertising design with newspapers as the media needs the ability to conceive (think of ideas), visualize ideas, shape colors and other aesthetic feelings, layout arrangement, communication and expression, knowledge of newspaper media characteristics, printing, commodity marketing planning and positioning, and so on.

Advertising design with magazines or books as the media needs the ability to conceive (think of ideas), conceive visualization, shape colors and other aesthetic feelings, layout arrangement, communication and expression, knowledge of magazine media characteristics, knowledge of (color) printing, knowledge of binding, knowledge of commodity marketing planning and positioning, and so on.

The advertising design with TV movies as the media needs the ability to conceive (think of ideas), make up stories, write scripts, split a mirror (conceive scenes), conceive visualizations, shape colors and other aesthetic feelings, direct performances, know the characteristics of TV media, make movies, and know the positioning of commodity marketing plans, etc.

C. Packaging design

Packaging design is the design with the packaging of the product as the subject matter. Broadly speaking, packaging design

includes all designs (such as the packaging of buildings as institutions, the packaging of clothes as human bodies, the packaging of stories as electric shadows, and the packaging of advertisements as ideology ...); In a narrow sense, packaging design refers to the packaging of goods, which is usually divided into three categories: industrial packaging design, commercial packaging design and container packaging design. In other words, packaging design refers to a device that is attached to a commodity before it is produced and consumed by consumers, so as to facilitate the delivery of the commodity, attract consumers' desire and protect the commodity. Generally, commercial packaging design is most familiar to consumers. Container design is most needed in edible commodities, especially agricultural products. If it is liquid or granular commodities, container design is similar to bottle design, with convenience, safety and beauty as the focus. Industrial packaging design focuses on mass transportation of goods, individual transportation of goods and collection of goods. Commercial packaging design focuses on individual picking, packaging and attracting consumers.

Industrial packaging design deals with: discussion of circulation (transportation) environment, evaluation of product strength, evaluation of cushioning packaging materials, design of supporting structure and packaging samples, packaging testing, etc. Therefore, it requires the ability of structure (structure) design, the ability of operating testing instruments, the knowledge of transportation environment and conditions, the knowledge of environmental protection and recycling, the knowledge of materials science, statics, dynamics, structurology, etc. In the past, the fixed-point high-packaged chicken egg falling competition, which was often made in the design field, can be regarded as a simulation course of industrial packaging design, and because the industrial packaging design is biased towards engineering knowledge and engineering experiments, industrial packaging design is often called "packaging engineering".

in the design of commercial packaging, no matter individual packaging (primary packaging) or internal packaging (secondary packaging), the contents are: the discussion of product characteristics, the discussion of market environment, the understanding of the physical and chemical properties of products, the evaluation of packaging materials, the design of images and characters on the surface of packaging, the assembly design from individual packaging to internal packaging, etc., so it is necessary to have the ability of plane (shape, color and meaning) design and three-dimensional (three-dimensional) design. In today's supermarket environment (supermarket), commercial packaging not only faces buyers through salesmen, but also directly faces buyers and users, so it almost plays an important role as a "silent" salesman.

D, poster design

Posters, also known as "posters", are the best propaganda media in modern times. Since the development of French lithograph printing in the 19th century, the functions of modern posters have attracted more and more attention. After the First World War, many countries turned to painters to engage in poster design, and from then on, the poster's communication effect, color, shape, composition, and text application (copywriting) have always been wonderful.

E, corporate identity design

From 193s to 194s, although industrial design was beneficial to the sales of corporate products, the design value of products was gradually recognized, but during this period, many enterprises also put promotion on advertising and packaging, on the one hand, they promoted the so-called "modern, quality, service and trust" images from images; On the other hand, image images and printed fonts are gradually used to enhance the image of the company or the recognition of the enterprise. At this time, not only the product itself, but also the packaging, advertising, clothing, cars, machines, furniture, etc. of the product are also relatively matched with the shaping of the overall image of the enterprise. Such a thing to pursue the shaping of the overall image of the enterprise is called enterprise recognition CI. The whole event of enterprise identification is called enterprise identification system CIS.

Enterprise identification developed more completely in 196s, which usually includes three parts: mind identity, activity identification and visual identification, among which visual identification should be deduced from mind identity and activity identification in theory, and the work content of cognitive identification is also the most overlapping with that of commercial design or Graphic design, and even synonymous.

Visual identification. The visual identification of enterprises is an important content in CIS strategy. Because everything in the world has its own specific image. The same is true for an enterprise. How to make the public feel the difference between this enterprise and other enterprises visually, and form an impression of enterprise characteristics through some visual recognition, which is the purpose and task of visual recognition. Especially in today's conditions, when a person receives external information, the information received by eyes (vision) accounts for 83% of all information; Therefore, in the process of shaping corporate image, visual recognition plays a very important role.

so, what are the basic items of visual recognition? Generally speaking, enterprise visual recognition can be divided into two categories: basic elements and application elements.

first, the basic elements of visual recognition. Visual Identity

includes: enterprise name, brand logo (trademark), enterprise standard words (in Chinese and foreign languages); Enterprise standard color; Enterprise symbol pattern; Special printed books for enterprises; Corporate propaganda slogans, slogans, etc.

the basic element of visual recognition is the unified basic design element to express the business philosophy of an enterprise, and it is the basis for the design of applied elements. In order to achieve visual consistency internally (within the enterprise) and externally (to the public) in information dissemination, thus shaping a clear and unified overall image of the enterprise, there are extremely strict rules on the application of standard colors of signs and standard characters in the basic elements. For example, after the design of standard characters uses a certain font and a certain combination of standard characters and corporate logo, the use in application elements cannot be changed at will.

second, the application elements of visual recognition.

its contents include:

1. Business supplies: business supplies in the process of enterprise operation, using enterprise-specific business supplies, such as envelopes, stationery (Chinese and Western), business cards (Chinese and Western), invitations, greeting cards, valuable coupons, coupons, membership cards, VIP cards, stationery, official documents, official documents, notebooks, folders, etc. They have the functions of facilitating the transmission of information and enhancing the reputation of enterprises.

1. office equipment. Such as office desks and chairs, computers, fax machines, telephones, air conditioners, escalators, etc., to show the strength of enterprises and the modernization and high efficiency of office equipment.

14. interior decoration. Reflect the taste of enterprises and give them excellent "packaging". Such as lighting, acoustics, environmental greening, interior decoration, overall office layout, decorations, etc. 4. Architectural appearance. Architectural shape, external decoration (materials, colors), landscape setting, window design, etc., to show the overall image of the enterprise.

⒌ mark