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The first lecture on the basic meaning of design

This lecture is mainly about four aspects.

Generation and definition of 1. design. 2. Design factors. 3. Realization of the design. 4. The purpose of the design.

First, the generation and definition of design.

The design behavior itself can be considered to be accompanied by the appearance of human beings. The appearance of stone tools means the beginning of human purposeful and conscious design activities. With the development of society, in some technical industries, when the image is realized as planned, design becomes a conscious planning behavior. It can be inferred from the etymology of the word "design" that the word "design" refers to all kinds of ideas and creativity before making an article. Since18th century, due to the development of machinery industry, in order to produce daily necessities and printed matter on a large scale, people must imagine the process of a product from material to completion, so that the considered image is exactly the same as the finished product, which can be said to be one of the reasons for the design thinking method.

People consciously used the word "design" during 1920- 1930. The English word for design is "design", which evolved from the Latin word "design". At present, in a broad sense, design refers to planning, that is, a plan with a certain purpose in mind and aiming at achieving it. This concept definition covers almost all the creative activities of civilization in human history, and its conception process and creative behavior have also become the connotation and soul of modern design concepts.

In a narrow sense, design is endowed with certain aesthetic concepts in conception and behavior. We generally define design as an idea and a plan, and an image creation process that visualizes this idea and plan through certain means.

Second, the design factors-form and function

Form refers to the appearance of an object. Simple appearance often reflects the charm of an object's surface or covers up its structural defects. The shape of an object is determined by its internal function, and it must be consistent with the internal structure of the object. The internal structure includes the material, structure, function and economy of the object.

How to deal with the relationship between appearance and internal function? As a form of appearance, it should be lovely and inspiring, and its materials, functions and structure should serve human beings. The two should complement each other and combine well to carry out the design work.

Third, the realization of the design

Design can't just stay in imagination or words. Design needs concretization and visualization, and needs the participation of professionals.

Imagination is different from design. Imagination is the initial stage of design, and only by giving people's imagination to material or entity realization can it be called design. Imagination is an area where everyone can participate. And design has the technical field of visualization and materialization, which belongs to the category of professional designers.

The realization of the design includes three processes.

Conception process-the consciousness of creating things (or products), and the ideas and ideas developed and extended by this consciousness.

Behavior process-the process of making the above ideas and ideas come true and finally forming the feasibility judgment and formation of objective entities (or products).

Realization process-run through the whole design activity with the goal of the most purposeful, practical and economic value, and realize the comprehensive value of the finished product (or product).

Fourth, the purpose of the design

The purpose of design is to serve mankind.

Design takes "people" as the core, and uses science and technology to create things and environments that people need for their lives and work, so that people and things, people and environment, and people and society can be in harmony with each other.

The Domain and Classification of Design Lecture 2

According to the purpose of design, design includes visual communication design, product design and environmental design. However, due to the different positions of researchers and different understandings of the concept of "design", it presents different forms.

Kawada Deng, a famous Japanese designer, believes that in the corresponding relationship between man, nature and society, there are visual communication design as spiritual equipment connecting man and society, product design as tool equipment connecting man and nature and environmental design as environmental equipment between social and natural, as shown in the following figure:

With the development of modern design and the subdivision and marginalization of disciplines, with the independence and perfection of subordinate parts in various fields, it is bound to produce more abundant forms of design fields. For example, the CI design system that rose in the 1960s and gradually improved.

Chapter II Plane Composition

The first lesson is an overview

First, the basic concept of plane composition

"Plane" refers to the two-dimensional plane features in the form it takes.

"Composition" refers to a modeling concept, that is, a number of different forms of units (including different materials) are reassembled into a new unit and given visual and mechanical concepts. Simply put, "constitution" refers to the constitution of the body. "Plane composition" refers to the decomposition and combination of existing forms (points, lines and surfaces) in a certain order and rules on a two-dimensional plane, thus forming an ideal combined form.

The second is the tools and materials needed for plane construction. (omitted)

The second lecture on the understanding of "form"

One,

Second, the relationship between form and form.

(1) separation (2) connection (3) penetration (4) deletion (5) difference overlap (6) overlap (7) combination coverage (8)

Third, the basic shape

Usually concise and clear. It is a composite image unit that constitutes repetition or association.

The third form of elements-point, line and surface

Point, line and surface are the most basic elements of all modeling elements and exist in any modeling design.

in the first place

Point is the foundation of all forms, and point is the center of force. Stagnation point has the function of concentrating and consolidating vision. The continuity of points will produce the feeling of lines, the collection of points will produce the feeling of surface, and the different sizes of points will produce the feeling of depth.

Second, the line.

The lines are wide, narrow, thick and expressive. The shape of the surface is defined by lines, and different lines represent different ideas. The thickness of the line can produce a far-near relationship. Lines have strong directionality.

Third, the surface

The surface has length and width, but no thickness, and has a certain image. There is a difference between reality and reality. The division of face will produce different effects. Points, lines and surfaces can be transformed into each other.

The fourth lecture on bones

First of all, the concept of skeleton

In the plane composition design, skeleton is an important factor to determine the position, size and orientation of the body. Simply put, bones are the arrangement order of images. Skeleton has two functions: one is to determine the specific position of the basic form of each unit, so that there is a certain space and distance between the basic forms of each unit. The second is to divide the whole picture into equal or unequal space units, so as to effectively control the rhythm and direction brought by the arrangement and combination of shapes.

Second, the classification of bones.

Regular skeleton: skeleton form based on strict mathematical logic. It has the logical beauty of clear division and rationality. Example: Repetition, Gradient and Emission.

Irregular bone: a relatively free, irregular or irregular and feasible bone formation form. Examples: approximation, contrast and density.

Functional skeleton: refers to those bone forms that give the body an accurate spatial position and make the appearance of the body completely controlled by its bone line. (After the picture is finished, you can show the existence of bone lines. )

Inactive skeleton: the skeleton only determines the position of the basic shape, not the size of the shape, occupying space and not the direction. Bone line does not constitute an independent osteon. (After completion, the skeleton line will not be displayed on the screen)

The fifth part talks about several forms of plane composition.

1. gradual change: gradual change is a very regular phenomenon, which may produce a strong sense of perspective and space in visual design, and it is an orderly, regular and rhythmic change. Include shape gradient, direction gradient, position gradient, size gradient, color gradient and bone gradient.

2. Repetition: refers to the appearance of the same image twice or more in the same pattern to enhance the impression and create a regular sense of rhythm and unified picture, including basic shape repetition, shape repetition, size repetition, color repetition, texture repetition and direction repetition.

3. Approximation: refers to the similarity in shape, size, color, texture, etc., showing a vivid and unified effect, including shape approximation and bone approximation.

4. Contrast: The combination of elements with opposite properties in composition can produce clear, positive and strong visual effects. Including shape comparison, size comparison, color comparison, texture comparison, position comparison, center of gravity comparison, space comparison and virtual reality comparison.

5. Emission: With the center as the visual focus, all images are concentrated or scattered from the center, which sometimes causes optical motion or explosion, and has a strong visual effect. Include central launch, spiral launch and concentric launch.

6. Denseness: The basic forms are scattered freely in the whole composition, and there are sparse and dense. The densest or rarest place becomes the visual focus of the whole design, causing visual tension on the picture, which is rhythmic like a magnetic field. Including point density, linear density, free density, crowding and alienation.

7. Uniqueness: It means that the constituent elements intentionally violate the order in the orderly relationship, making a few individual elements stand out and breaking the law. This structure is to break the monotony and get vivid effect. Include specific shapes, sizes, colors, orientations and textures.

8. Texture: refers to the texture of the image surface. Visual texture refers to the texture seen by the eyes, which is actually a plane visual pattern. There are many ways to obtain the effect of visual texture. Such as rubbing, spraying, dyeing, etc.

(Note): This chapter should be combined with a certain amount of works to deepen understanding.

Chapter III Color Composition

The first lecture on light and color

First of all, about light

There are two kinds of light sources, namely natural light and artificial light. The beautiful color band produced by natural light scattering is called spectrum.

Second, the generation of color.

The production of color is the result of light acting on human vision and brain, which is a kind of visual perception.

Color can be divided into two kinds in life: natural color and humanistic color. Natural color refers to the color of all kinds of things in nature under any light, such as natural landscape, animals and plants.

Third, the object color and intrinsic color.

Generally, the color of a non-luminous object is called the object color. Intrinsic color usually refers to the color characteristics of an object under normal white light, which is universal.

Fourth, the category of color.

Colors can be divided into two categories: achromatic systems and colored systems.

Achromatic color refers to black, white and neutral gray mixed with black and white. Achromatic color and color have the same psychological value and are symbolic. Black means emptiness, extinction, silence, firmness, etc. White represents illusion, infinity, silence, infinite possibilities and so on. Gray is the most passive color, stable and simple.

All colors except colorless are colored, no matter how dark or how bright they are.

Lecture 2 elements of color and Color System

First of all, hue

The appearance of color. People give corresponding names to different colors in the visible spectrum, such as red, orange, yellow, green, blue and purple, which is called hue. This is the most striking feature of color.

Second, lightness.

Refers to the brightness of a color. In achromatic color, the highest lightness is white, and the lowest lightness is black and white. In all color systems, each color has a corresponding brightness. For example, in the color phase ring, the highest brightness is yellow and the lowest is purple. Brightness has a strong independence in color elements, which can be presented separately through the relationship between black, white and gray, without any tonal characteristics.

Third, purity.

Refers to the freshness and turbidity of color. For example, if white is added to green, the purity will decrease, and the more times colors are mixed, the lower the purity will be, and the purity will reflect the internal changes of colors.

Fourth, the color system

1. Mancel system

2. Color Department of Japan Color Research Institute.

The third lecture on color matching

First of all, three primary colors

1. Primary colors: the three most basic colors on the color phase ring. Neither of them contains the components of the other two colors, nor can they be combined with the other two colors.

2. The three primary colors of color and light

Refers to the spectral colors, which are R (vermilion), G (turquoise) and B (blue-purple).

3. Three primary colors of pigment

Refers to the poster color or painting color and ink color.

They are magenta, cyan and yellow.

The four printing colors are C (cyan), M (magenta), Y (yellow) and K (black).

4. What are intermediate color, compound color and complementary color?

Intermittent color: the mixture of any two primary colors, that is, all colors except the three primary colors on the color ring.

Composite color: a color that is a mixture of intermediate color and intermediate color or more.

Complementary colors: The colors at both ends of the phase ring 180 are called complementary colors.

Second, additive mixing.

Refers to the mixing of light. When more than two kinds of light are mixed together, the brightness will be improved. The total brightness of the mixed colors is equal to the sum of the brightness of the mixed colors. When the three primary colors are mixed in a certain proportion, they appear white.

Third, subtraction mixing.

Refers to the mixing of pigments. In subtractive mixing, the more colors are mixed, the lower the purity and brightness.

Fourth, neutral mixing.

It is a visual color mixture produced by basic human visual physiological characteristics, but the color light or pigment itself is not mixed together. Because the brightness of color mixing effect neither increases nor decreases, but is the average of the brightness of each color, it is called neutral mixing.

Spatial mixing is one of the most common neutral mixing, and it is also one of the commonly used color matching methods in design. When different colors are put together, when they are far away from the eyes, these colors will be mixed visually. Because of the influence of the spatial distance of this color mixing, we call it spatial mixing.

In printing technology and color TV imaging, the mixing principle is used. In fabric, the color effect of spatial mixing is also very attractive. Spatial mixing is often used in painting, especially for impressionist painters.

Fourth, the psychological function of color.

First, the psychological role of color

1. The psychological illusion of color

People will have different psychological feelings when facing different colors, such as cold and warm, light and heavy, far and near, strong and weak.

2. The emotion of color

Red gives a warm and active atmosphere, orange makes people feel soft, yellow is bright and gorgeous, green is fresh and quiet, blue is broad and pure, and purple is noble and mysterious.

The fifth lecture on color contrast and color matching

First, tone contrast and color matching.

The juxtaposition of different colors and the difference of hue in comparison are called hue contrast. Generally including complementary color contrast, primary color contrast, indirect color contrast, adjacent color contrast and similar color contrast.

Second, lightness contrast and color matching.

That is, the contrast of color brightness.

Three. Comparison of purity (chroma) and its color matching

That is, the contrast reflected by the fresh and turbid degree of color.

The fourth chapter is the formal beauty law of plane composition.

The basic law of formal beauty comes from the knowledge accumulated in life.

1. Harmony (also called harmony): The broad explanation is that when judging the relationship between two or more elements or parts, all parts give us a sense of overall coordination.

In a narrow sense, the relationship between unity and contrast does not only reconcile chaos.

2. Contrast: The two elements with great contrast in quality and quantity are successfully listed together, which makes people feel distinct, strong and unified.

3. Symmetry: also known as uniformity, including axial symmetry (that is, left-right symmetry, up-down symmetry) and point symmetry (that is, central symmetry, up-down symmetry, left-right symmetry at the same time).

4. Balance: Balance in design refers to the balance that acts on visual judgment according to the distribution of image shape, size, weight, color and material, and the composition of balance is dynamic.

5. Proportion: the quantitative relationship between parts, parts and the whole.

6. Rhythm (some books call it repetition): This term with a sense of time refers to the sense of movement when the same element is repeated continuously.

7. Rhythm (also known as rhythm): refers to arranging the images or color groups that change regularly in the composition according to the number ratio and equal proportion, so as to produce a sense of melody in music and poetry.

(Note: The key point is to ask students to analyze, explain and judge the beauty of various visual images in society with the law of formal beauty).

Chapter V Basis of Role Design

The first lecture is about role design.

First, the concept and significance of role design

Role design includes the modeling design, writing, performance and other behaviors of various roles, or their techniques and the roles they represent. Character design is an important factor in graphic design. Specifically, character design is to explore the theory and technology of character modeling, and to study characters. Specially designed courses such as font, stippling, word stand, interlining and arrangement. Text design is a composition technology to improve the visual effect and beautiful layout of advertising copy. The purpose of text design is to obtain the highest communication effect of advertising pictures.

Second, Chinese and Western calligraphy and Chinese character design

Character design belongs to applied art design, which is different from handwriting. However, if we don't systematically understand Chinese and western calligraphy, we can't avoid the integration and flexible application when designing fonts.

We should inherit the essence of China's calligraphy, apply China's calligraphy to character design, and exert its unique charm.

Third, the writing and design of calligraphy performance

Generally speaking, there are four styles of China's calligraphy: "Zhengcaoli seal".

China fonts evolved from pure painting to line symbols, which can be roughly divided into six bodies. Ancient Chinese, seal script, official script, cursive script, official script (regular script) and running script.

The second lecture on modern printing fonts

First, the font size specification

At present, there are two common writing systems in China: the "dot" in the United States and the "number" in China.

Second, several printing fonts are commonly used now.

1. ??: It is thin and thick horizontally, and there are decorative corners on the right side of horizontal strokes and the corners of horizontal and vertical strokes. Uniform, beautiful and generous. Mostly used to promote the text design of printed matter.

2. Bold body: the strokes are equally wide horizontally and vertically, with a square head and a square tail, dignified and steady, and there is no dead corner at the corner. Bold, steady, solemn and eye-catching. Suitable for writing headlines, street signs, etc.

3. Imitation of Song Dynasty: woodcut fonts invented by Bi Sheng in Song Renzong for movable type printing. It is characterized by a rectangle, slightly upward strokes, little difference between horizontal and vertical strokes, and a brush at the end of the pen, which is full of exquisiteness. It is suitable for short essays, prefaces, postscripts, catalogues and instructions, especially vertical layout schemes, with literary flavor.

4. Regular script: with strong brushwork, moderate thickness, clear handwriting and high readability, it is mostly used for printing design of textbooks, letters and notices.

Third, English fonts.

1. English font structure and features

(1) English uppercase and lowercase letters

② the writing structure of English letters

③ Structural features of English letters

2. Types of English fonts

(1) isosurface

② Writing style

(3) variant

④ Optical body

3. English fonts and Arabic numerals

Different English fonts have their corresponding Arabic numerals and punctuation marks.

Fourth, the spacing and arrangement of words.

Chapter VI Logo Design

The first lecture on the definition and function of trademarks

One. definition

Trademark is a symbol, through which the source of goods, services and enterprises can be identified, making it one of the important means to ensure quality, establish the image of enterprises and goods and strengthen consumer confidence, with the ultimate goal of helping to promote sales.

Second, function

1. Attention and understandability enable customers to remember, thus achieving the purpose of conveying information.

2. Enable sellers and customers to identify commodities through trademarks-that is, trademarks are the representatives of enterprises and commodities.

3. A trademark is a proof of the quality and reputation of an enterprise's goods and services.

4. Trademarks play an important role in protecting enterprises' production and technology patents.

5. Trademarks are protected by law through registration.

6. Promote and beautify commodities.

7. Establish and improve the visibility of enterprises.

The second lecture focuses on trademark design.

1. The principle of giving priority to functions and providing formal services.

Step 2 be concise and clear

Step 3 generalize

4. Vivid and infectious

The third lecture on the components of trademark design

A complete modern logo should consist of the following three parts: 1. Logo graphics (marks or trademarks); 2. The font (logo or logo) of the name of the enterprise or product represented by the logo; 3. Fixed color of logo image and font (logo and logo) and fixed combination of visual recognition (visual recognition; ; Abbreviated as VI).

One. Logo (font)

1. Definition: It consists of two or more letters, often forming a short word or an unchangeable whole.

2. The new trend of logo design in China:

A the font of the enterprise name should be as short as possible;

B, integrating the Logo image with the logo;

C. take the initials of the enterprise name as the symbol. For example: IBM (International Business Machines Corporation)

Chapter VII Packaging Design

Lecture 1: Overview of Packaging Design

First, the development of packaging design

Packaging is a bridge between producers and consumers. In the past, packaging was only a measure to protect products from damage during transportation and storage; Nowadays, whether the shape of packaging can directly attract consumers' attention is directly related to the sales volume of products.

Second, the basic needs of product packaging

Packaging is a tool for customers and consumers to keep products in good condition. In order to realize its commercial function, it must meet the following requirements:

A. the package should be able to hold the product;

B. packaging should be able to protect the product;

C. the package must be able to clearly express the content;

D. packaging costs need to be rationalized;

E. packaging should be able to promote products;

F. packaging vision needs integrity;

G. packaging should save natural resources;

H. packaging should not damage the ecological environment;

1. Packaging should be convenient for transportation and compatible with other warehousing.

Orientation of packaging design (lecture 2)

First of all, what is positioning.

Positioning refers to the specific position of brand products in consumers' minds, while packaging positioning needs to convey accurate product information to consumers and give them a unique and unique product impression.

Second, the three orientations of packaging design.

1. manufacturer positioning: indicate who produced the goods and what is the trademark?

2. Product positioning: It should clearly reflect the contents, characteristics, attributes and uses of the package.

3. Consumer positioning: define who the product is for.

Three, packaging design should be considered.

1. What kind of packaging is attractive to consumers? Know the target. Consumers' culture, religion, politics, factors, living standards, living habits, etc.

2. As far as the sales market is concerned, know the proportion of this product in the market, competitors, relevant market laws and regulations and the development trend of existing packaging design?

As for the manufacturer, it is necessary to know the position of the manufacturer in its product sales market and its position among competitors.

The third lecture is about the application of characters, figures, symbols and colors in packaging design.

1. Text: Learn how to write various fonts and learn about different styles of fonts. It requires clear narration, concise language and accurate grammar.

2. Picture: The theme is distinct, which can fully display the color and texture of the product and match the text.

3. Logo: easy to identify and remember, linked with products, standardized and with national characteristics.

4. Color: pay attention to the combination of color blocks and lines, emphasize the sense of form, and use more primary colors.

Chapter VIII Advertising Creation

First of all, master the key elements in the print advertising scheme:

A. head line;

B. subtitle;

C. copy of the text;

D. short description;

E. boxes and panels;

F. standard font (logo);

G. Slogans (slogans)

H. Seal and signature

Second, the function and role of advertising headlines

The main function of advertising headlines is to get instant impression. Its specific functions can be summarized as follows:

1. attract readers' attention:

2. Choose promising consumers from readers;

3. Introduce the main copy to readers;

4. The desire to prompt consumers to buy immediately;

Third, the classification of advertising headlines

1. Direct title

2. Indirect title

3. Compound title

Chapter IX Layout and Arrangement

The first lecture on the definition and purpose of arrangement

One. definition

Arrangement is the visual arrangement and configuration of words, illustrations, photos, patterns, signs and other elements of plane modeling, making it the most infectious composition technology.

Second, the purpose of the arrangement

1. Improve the psychological contact effect between consumers and advertising content.

2. Make the best graphic processing (graphic design) for various elements to realize the best value of visual perception.

The second lecture on the problems that should be paid attention to in layout design and arrangement

1. Enhance the visual effect.

2. Improve the visibility and readability of the text.

3. A sense of visual unity.

4. Pay attention to the expression of goods.

5. The design should be novel, unique and individual.

The third lecture on the design order of advertising arrangement

Generally, it can be summarized as follows: ① According to the intention of advertising creation, determine the proportion of various elements. (2) Consider the advertisement layout and choose the layout content. ③ Determine the proper position of the advertising theme in the layout. ④ Consider the relationship between advertising copy and advertising theme. Determine its correct position. ⑤ Determine the composition form. ⑥ Consider whether each factor conforms to the normal visual process of human beings, that is, from left to right and from top to bottom. ⑦ Adjust the position and layout of illustrations (font size, sorting, between words, between lines, etc.). )

Fourth, the basic form of advertising arrangement.

This lecture can be analyzed and evaluated by taking good and bad advertising design works as examples. There are ten basic forms of advertising arrangement: vertical, oblique, horizontal, cross, parallel, emission, circular, S-shaped, contrast and dispersion. A successful layout design should also pay attention to blank space and visual guidance.

(Note): Through the study of the contents of this chapter, students are required to make excellent layout design in a certain size of layout in combination with specific advertising copy.