Information dissemination of visual elements in graphic design

Keywords: display design, graphic visual communication, visual communication elements, information dissemination

1. Introduction

Exhibition design uses the creation and organization of the display space environment. Certain visual communication methods and lighting methods, with the help of appropriate props and facilities, display text, pictures, charts and other materials and physical exhibits in front of the public, guide the public, and provide a large amount of new information to all walks of life. In terms of content , visualization, scientificity and artistry, etc., choose the most influential way of enlightenment in order to achieve the best social education effect and economic benefit, and then promote scientific and technological development and social progress. It is a comprehensive "time and space art". It is one of the artificial environments created by people in the natural environment by utilizing the expansion of human material and mental needs in all aspects. It is a combination of the human environment, natural environment, consumption environment and social environment. A special form of comprehensive display. As a branch of display design, graphic visual communication plays an extremely important role in displaying exhibits to the public and conveying information. Based on the "people-oriented" design principle [1], taking the public's acceptance psychology as the reference line, and using the main elements of graphic visual communication - graphics, text, and color to carry out various creative designs, it is the life source of its design.

2. Graphic elements of graphic visual communication in display design

As the primary element of graphic visual communication, graphics play the role of "eyes" in its design. This is determined by the "borderless nature" of graphics in conveying information. Regardless of the public's nationality, it can convey information to the public through graphics, the most intuitive and common way of feeling. This is incomparable with words and colors. Of course, this does not ignore the role of words and colors. The 21st century is an era of reading pictures. The fast-paced life in the digital era is full of a large amount of information. The intuitive, clear and rich visual representation of graphics not only effectively conveys information, but also is appreciative and gives people visual appreciation. Enjoyment and triggering psychological identification, the amount of information is transmitted even beyond the graphics themselves, forming spiritual communication and communication.

(1) Graphic value and design significance

Figure 1

In information communication, human information forms are mainly divided into two types: graphic information and text information. . According to the research of information scientists: textual information is easy to make errors or distortions in expression and understanding. In addition, differences in textual language often easily cause communication barriers, and its information capacity is far less than that of graphics. The information capacity of textual information is only that of graphics. Ten percent (Figure 1). In short, for information dissemination activities, graphic forms have many communication advantages: graphics are visual abbreviations for disseminating information; graphics are the easiest information carrier to recognize and remember; graphics are a world that transcends language barriers between countries and ethnic groups. Universal language; graphics become a very attractive information medium because of their rich visibility; Graphic language is the most accurate form of information projection; graphics have the performance advantage of intuitively displaying facts, making them the most illustrative and A persuasive language form; graphics are the most emotionally infectious and spiritually penetrating information transmission form in mass communication; graphics can become an inductive language form that directly communicates with the audience's soul.

The communication advantages of graphic language in the above aspects constitute its unique value in mass communication. The significance of design is undoubtedly to make full use of the value of these advantages.

(2) Creativity and significance of graphics

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Figure 2

In the information age, the development of high technology has created information It fills every corner of the city and even the countryside. However, how do we allow the public to "see the image you display, touch the jade hand you extend, and smell the scent you exude" in a social atmosphere full of information? The creative design of graphics will play a decisive role. Graphic creativity is the pursuit of unique ideas and concepts for visual communication. However, graphic creativity is not a process of simply seeking novel visual forms. It is a creative activity that always revolves around the purpose of disseminating information, and disseminating information is its fundamental purpose.

"Original" and "novel" graphic designs can easily stand out in the turbulent social atmosphere, strongly attract the public's attention, infect the public's hearts and arouse certain desires, thereby achieving the purpose of information dissemination. "Original" and "novel" graphic designs originate from new discoveries when we understand things. Only by finding a new perspective and a new way of understanding things can we have novel expression angles and create unique ways of expression. There are endless advertising ideas for McDonald's and Pepsi-Cola, which may seem ridiculous, but they are reasonable (Figure 2, Figure 3). People will also keep the content of the advertisement in mind while laughing. This is where the creativity of the graphics lies.

1. The basis of creative thinking - association. Lenovo is the source of creativity. Human beings continue to make new discoveries in Lenovo

and continue to invent and create. It can connect many distant things and concepts or even unrelated elements to each other, causing them to produce poetic burning in chance encounters, intersections, and collisions.

2. The basis of creative thinking - analysis and decision-making. "Discover" and "acquire" in association. For creativity, not all are available, and the completion of the association process does not necessarily mean that excellent creativity or the completion of creativity will occur. Therefore, in the creative process, association and analysis need to be used interchangeably from time to time.

3. Basic creative procedures. To enter into creativity, one must first study the audience psychology, communication environment, conditions and many other factors, and then formulate strategies and guidelines based on different specific situations, based on differences in personnel, geography, time and other factors, and determine appropriate expression methods. , and finally create the expression form. And keep in mind the central goal of creativity - to face the audience and spread the message.

(3) Creation of graphic creative expressions - the organization of graphics and shapes

Graphics speak with graphics and shapes, so graphic design is through the use of visual elements that represent different meanings of words (or morphemes) are organized in an orderly manner to form a visual order and form a complete visual sentence. Original visual expressions can easily arouse the curiosity of the public and attract the public's attention to the content of the communication, thereby achieving the effect of information dissemination. But how to achieve original visual expression? Based on the synthesis of data in this area and the experience summarized in actual design, the following ideas can be used as guidance.

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1. Create extremes to gain novelty and individuality. In the development and change of anything, only when it reaches the extreme or even exceeds the limit can it take the lead and stand out. The same is true for design, using extreme methods to achieve unique design effects. Once the shape of the car and the shape of animals are used skillfully, they will achieve outstanding effects (as shown in Figure 4). However, the premise of its design is that form must serve content. You cannot create extremes in order to create eye-catching effects, otherwise you will inevitably go astray in design. 2. Create conflicts and contradictions and obtain new and thought-provoking forms. Anything that goes against the norm, deviates from its existing value, and creates a form that is different from the attributes and characteristics of the thing itself can achieve creative results. When Leonardo da Vinci talked about his creative experience, he summed up this rule: when making sculptures, you should describe it as you would a painting, and when painting, you should carve it like a sculpture [2]. Of course, while we strive to create novel visual effects, we must also follow an important principle, which is to "serve the appeal." Therefore, in the formal organization and spatial process, the visual flow must be clear and the subject prominent.

The above are all summaries made by the author after synthesizing relevant information and the actual design process. They are used as the subject of discussion here not only because of the scientific nature and accuracy of the discussion, but also for the readers. An inspiration and reference that emphasizes the role of graphics in the process of information dissemination.

3. Graphic visual communication text elements in display design

As discussed above, text is 10% of graphics in terms of information transmission capacity, but this does not negate the role of text in communicating information. role in the information dissemination process. In fact, text is one of the best elements for conveying information accurately because it directly and specifically tells the audience what is being promoted.

Of course, the prerequisite for information to be disseminated is that the public has received a certain level of cultural education or that the communicator has this basic cultural level. It is not difficult to see that due to the cultural selectivity of text to the public, its information capacity in communication is inferior to that of graphics. Text design means the overall careful arrangement of text according to the rules of visual design. It is a product of human production and practice and gradually matures with the development of human civilization.

(1) The application and significance of text design in practice

The value of text design in disseminating information determines the inevitability of its application in practice. In modern business, text design is widely used in practices such as print advertising, packaging design, CI design and logo design.

1. Text design is applied in packaging design. The function of Chinese characters in packaging design is to convey

product information to consumers. It not only spreads the information contained in the text itself, but also shows consumers the cultural connotation, brand image and characteristics of the product itself. With the development of the economy, modern shopping methods

require that the text on the package is both a product description and an advertisement for the product. Therefore, the text design in packaging design is required to be vivid and integrated with the information text. Text elements in packaging graphic design generally include brand image text, advertising text, and functional explanatory text. Among them, brand image text is common in modern packaging design. Design works that use the image and elements of text to shape the brand image are common, and have gradually formed a design trend. It is favored by consumers for its fresh, elegant, concise and modern cultural style. This design is especially common on food packaging. Although the chocolate packaging designed by Japanese designers (Figure 5) and the dairy product packaging designed by Chinese designers (Figure 6) are from different countries, they also reflect this aspect.

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Figure 5

2. The application of text design in graphic poster design. The form of expression of text design in poster advertisements is composed of the relationship between text and content. The different functional requirements of advertising objects determine the diversification of font forms in print advertisements. Usually, novel expression methods often represent a profound and unique grasp of the depicted objects. Therefore, text design is of great significance in advertising communication. There are three types of text elements in graphic poster design: (1) Title and slogan font. The title slogan font is an image font used for visual communication of advertisements. The personalized characteristics of advertisements should be taken into consideration when designing. At the same time, the principles of ease of recognition, ease of understanding, ease of understanding and ease of remembering in the characteristics of mass communication should be taken into consideration. (2) Text description font. The text description font is a functional service text conveyed by the advertisement. This type of font should first consider the standardization of visual reading, and secondly, pay attention to the overall recognition effect after grouping the text. Under normal circumstances, standard fonts strictly follow and adopt the unified fonts in the CI plan provided by the enterprise. (3) Standard font. Standard fonts have the advantage of concise and unified appeal in visual communication, so they will inevitably become the main trend of fonts in modern advertising design.

Figure 7

3. Application of text design in logo design. Words and logos come from the same source and are developed from primitive symbols and totems. Text expression is a whole that is a combination of logo image and font. A logo is a visual graphic, but a written logo has both linguistic features and phonetic form. At present, it is not uncommon to see logos with Chinese characters or Latin letters as design elements. In our country, Chinese characters are deeply loved by designers. They often combine the font itself and the cultural heritage of our country to design many excellent works. The Beijing 2008 Olympic Games emblem is a typical example. (As shown in Figure 7)

(2) Methods of text design

In daily life, text design works are mostly published in media such as graphic printing, film and television, and web pages

Now, single text and combined text design are more typical forms of expression in text design works. Below, the author will focus on introducing some basic methods and techniques for single text design and combined text design.

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1. Design of a single text.

Whether they are Chinese characters, Latin letters, or Arabic numerals, they themselves have a strong visual appreciation, or they are exquisite and elegant, or lyrical and romantic, or simple and natural, or cold and stereotyped, or passionate and unrestrained... To create a good Font design requires a relatively comprehensive understanding of the shape, size, thickness, rhythm, and color of letters or individual words. The analysis of these basic components can provide rich creative inspiration for font design. Find inspiration from the form of words and then give specific creations. "Drink" has the appearance of drinking (Figure 8), "run" has the speed of running (Figure 9), and "shi" has the concept of time (Figure 10) ). The morphological structure of Chinese characters is more complex than that of Latin letters, consisting of many basic strokes. Therefore, when designing Chinese characters, single stroke changes cannot be viewed in isolation. At the same time, attention should be paid to the integrity and recognition of Chinese character structure. In addition, most Chinese characters themselves have certain meanings, so in the design process, creation should be combined with the content contained in the Chinese characters themselves. The structure of the Latin alphabet is basically composed of horizontal lines, vertical lines, and arc lines. By changing the thickness, direction, curvature, and tightness of the lines, the overall change of the multi-character characters is achieved.

Figure 11

2. Combined text design. Combined text is to combine two or more words together, and specifically design them through the overall glyph structure, morphological style, etc. to convey the content to be expressed by the object. The work designed with letters surrounding the bottle (as shown in Figure 11) is innovative and feels fresh. Combination text often has a relatively clear meaning. Therefore, before designing, you must first clarify the meaning of the combination text itself and understand whether its design purpose focuses on conveying information, focusing on increasing its interest, pursuing visual beauty, or both. And there is. In the design of combined text, attention should be paid to people's reading habits, the appearance characteristics of the font, a design tone, and the use of negative space. Among these four points, people's reading habits should attract designers' attention. The way words are combined should conform to the order of people's psychological feelings. In the horizontal direction, people's line of sight generally flows from left to right; in the vertical direction, people's line of sight generally flows from top to bottom; when the slope is greater than 45 degrees, the line of sight is from top to bottom; when the slope is less than 45 degrees, the line of sight is from top to bottom. Flow downward and upward. There is no doubt that only by understanding these basic principles can designers design higher-level works and achieve the purpose of disseminating information to the public.

4. Color elements of graphic visual communication in display design

In graphic visual communication, colors use light sources to show themselves different color effects, sometimes as

Dark and sometimes bright tones affect the audience's emotions, thereby hindering or assisting the audience's understanding and judgment of the information. This is increasingly being recognized and utilized by the business community. In view of the importance of color in practice, many engineering psychologists and advertising psychologists are currently conducting research on this issue in order to achieve better work efficiency or advertising efficiency through color visual stimulation.

(1) The role of color in modern business.

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Figure 13

Color plays an increasingly important role in business with its rich and colorful color characteristics. According to relevant reports in the United States, adding a color to newspaper advertisements can increase sales by 50% compared with black and white advertisements, while full-color advertisements are 70% more effective than black and white advertisements. The color visual stimulation used in advertising has at least the following effects: 1. To attract people's attention to the advertisement; 2. To completely and truly reflect people, objects and scenery, thereby giving people a sense of beauty; 3. To emphasize the product and specific parts of the promotional content, thereby enhancing visual stimulation and deepening consumers' memory of the key content of the advertisement; 4. Showing the abstract quality of the sales charm, thereby enhancing the experience effect; 5. Making the advertisement give people a good impression at the first glance impression, thereby establishing credibility for the content of the advertisement, the product, or the author of the advertisement himself. All of this is centered around enhancing stimulation and enhancing memory. In commercial activities, in order to improve economic efficiency, designers put all their efforts into product packaging (Figure 12, Figure 13), and the use of color is their first choice.

(2) Application of color in design.

Color is the first key to grasping people's vision, and it is also the focus of an advertising form. A personalized color can often better capture the attention of consumers. Color can be combined with specific

The image uses different tones to cause the audience to have different physiological reactions and psychological associations, establish a solid product image, create a pleasing sense of intimacy, and attract and promote consumers' desire to purchase. For this reason, the designer’s use of color can be said to be extreme. Designers usually carry out color design from the following three aspects.

1. Hue of color. The direct psychological effect of color comes from the direct impact of physical light stimulation of color on human physiology. Psychologists have done many experiments on this. They found that in a red environment, people's pulse speeds up, blood pressure increases, and people are excited and impulsive. In a blue environment, the pulse will slow down and the mood will be calmer. Some scientists have discovered that color can affect brain waves. Brain waves respond to red with alertness and blue with relaxation. It can be seen that different colors have different effects on people's psychology.

2. The brightness of color. The lightness and darkness of a color can also be called the brightness of a color. In achromatic, the color with the highest brightness is white, the color with the lowest brightness is black, and there is a gray series from light to dark in the middle. Among all colors, any purity color has a medium brightness characteristic. Yellow is the color with the highest brightness, and purple is the color with the lowest brightness. Brightness has strong independence among the three elements. It can be presented independently through the relationship between black, white and gray without the characteristics of hue. Hue and purity must rely on a certain amount of light and shade to appear. Once color occurs, the relationship between light and dark will appear at the same time. People have different psychological feelings about the same hue with different brightness. Generally speaking, dark colors bring people mostly unpleasant or depressed emotions, while bright colors can bring relaxation and happiness to people.

3. Purity of color. Purity refers to the freshness and turbidity of a color. It depends on how single a color's wavelength is. The colors with a sense of hue that our vision can recognize all have a certain degree of brightness, such as green. When it is mixed with white, although it has similar characteristics to green, its brightness is reduced and its brightness is increased. It becomes light green. When it is mixed with black, the vividness is also reduced, and the brightness becomes darkened, becoming dark green; when mixed with a neutral gray with a brightness similar to green, its brightness does not change. The purity is reduced and becomes gray-green.

Figure 14

The three major elements of color affect the audience’s psychology to varying degrees (Figure 14). How to use the visual psychology of color to provide a good consumption environment for the audience, thereby increasing their purchasing desire and purchasing behavior, is the most concerning event in the modern business world. In commercial design, designers use the harmonious combination of hue, brightness and purity of color to display exhibits in front of the public and disseminate information, thereby creating economic business opportunities.

5. Conclusion

To sum up, it can be concluded that the three major elements of graphics, text and color are of great significance in graphic design. For the display of exhibits, The dissemination of information plays a decisive role.

Today is the information age. In the atmosphere of information chaos, how to convey information through creative design of graphics, text, and color, and provide consumption guidance and cultural awareness to the public is what people are most concerned about. It is also the responsibility of the designer. As a designer, you should adhere to the principle of "people-oriented", take the public's acceptance psychology as the boundary, and use the main elements of graphic visual communication - graphics, text, and color to carry out various creative designs to convey information. Communicate to the audience most effectively, improve the audience's awareness of the displayed products, and enable them to effectively receive the display information, in order to achieve the best information dissemination effect and economic benefits, thereby promoting technological development and social progress.