Design, how to effectively convey information?

The designer is the sender of information, and the object of communication is the receiver of information. Visual design for short. Visual communication is the communication between people in the form of "seeing" and the way of expression and communication through visual language. People from different regions, colors, ages, genders and languages communicate information, emotions and cultures through vision and media. Visual observation and experience can overcome the barriers of language and different characters, and they can gain understanding and interaction by relying on their own visual knowledge "pictures"-images, graphics, patterns, pictures, pictures and schemas. Visual communication includes two basic concepts: "visual symbol" and "communication". As the name implies, the so-called "visual symbol" refers to human visual organs-symbols that can express certain attributes of things, such as photography, television, movies, plastic arts, architecture, various designs, urban architecture, various sciences and people, including stage design, music, heraldic, ancient coins and so on. What you can see with your eyes belongs to visual symbols. The so-called "communication" refers to the process in which the information sender uses symbols to transmit information to the receiver. It can be communication within individuals or between individuals, such as communication between all living things, between man and nature, between man and environment, and between man and body. It includes four procedures: who, what, to whom, effect and influence. The word visual communication design is popular in the World Design Congress held in Tokyo, Japan in 1960. Its contents include newspapers, magazines, posters and other printed promotional materials, as well as the design of films, television, electronic billboards and other media. The expressive design that conveys the relevant content to the eyes for modeling is collectively called visual communication design movie poster. In short, visual communication design is "a design to show and inform people". Visual communication design has experienced several stages of evolution, such as commercial art, arts and crafts, printing art design, decorative design and graphic design. Finally, it becomes a design with visual media as the carrier and visual symbols to express and convey information. Visual communication is a new academic concept. Vision is what we see, and communication is expressed in some form, mainly including graphic design, multimedia design, animation design, decoration design and so on. From the perspective of the development of visual communication design, it is largely the expansion and extension of graphicdesign (also translated as "graphic design" and "graphic design") which rose in Europe and America in the middle of19th century. With the rapid development of science and technology, various technologies based on radio waves and networks have developed rapidly, bringing revolutionary visual experience to people. In today's rapidly changing information society, the influence of these media is becoming more and more important. The content of design performance can no longer cover some new information media, so visual communication design came into being. Visual communication design is a design that expresses and communicates to the audience through visual media. It embodies the characteristics of the times and rich connotation of design. With the progress of science and technology, the emergence of new energy and the development and application of product materials, its field has been expanding and intersecting with other fields, and gradually formed a new design field associated with and cooperating with other visual media. Visual communication design is a design that is expressed and conveyed to the audience through visual media, which embodies the characteristics of the times and rich connotations of design. With the progress of science and technology, the emergence of new energy and the development and application of product materials, its field has been expanding and intersecting with other fields, and gradually formed a new design field associated with and cooperating with other visual media. Its contents include: printing design, book design, exhibition design, image design and visual environment design (that is, the sign of public living space and the color design of public environment). Visual communication design is mostly graphic design with printed matter as the medium, also known as decorative design. From the perspective of development, visual communication design is a scientific and rigorous concept name, which contains the trend of future design. From the analysis of the current design situation, the main content of its visual communication design is still what graphicdesign professionals commonly call "graphic design". There is not much difference between "visual communication design" and "graphic design" in the design category at this stage, and there is no contradiction and opposition in the distinction and unification of "visual communication design" and "graphic design" in the conceptual category. Visual communication design is an art serving modern business, which mainly includes logo design, advertising design, packaging design, environment design inside and outside the store, corporate image design and so on. Because these designs are communicated to consumers through visual images, they are called "visual communication design", which plays a bridge role between enterprises, commodities and consumers. Visual communication design is an artistic creation with characters, graphics and colors as the basic elements. It affects people's feelings and concepts with its unique artistic charm in the field of spiritual culture and plays a very important role in people's daily life. A variety of visual communication design logo design significance and characteristics: people can get a lot of information, and greatly affect their concept of life and lifestyle. It is divided into political, public welfare, cultural and commercial categories. Packaging design: the artistic design of book cover and typesetting. , enhance readers' interest in reading, so as to deepen their understanding of ideas, culture and knowledge. Font design: a symbol that symbolizes or represents a country, institution, group, enterprise or product with specific graphics. Concise, intuitive and easy to identify. Image design: refers to the use of visual design means, through the modeling of signs and specific colors and other means of expression, so that the enterprise's business philosophy, behavior philosophy, management characteristics, product packaging style, marketing principles and strategies to form an overall image. Book design: in order to effectively convey the specific information of the enterprise, some artistic treatments are made in the strokes, structure, shape, color and arrangement of the characters to form a distinctive personality, which makes people easy to identify and remember. Advertising design: all kinds of manual or computer painting methods or image technology, as well as creative image design using composite methods, are ingenious in conception and unique in performance. Visual image recognition system design: the medium between products and consumers plays the role of protecting, introducing, beautifying, guiding consumption and facilitating storage, transportation, sales and measurement. Also called decoration design. From the perspective of development, visual communication design is a scientific and rigorous concept name, which contains the trend of future design. From the analysis of the current design situation, the main content of its visual communication design is still what graphicdesign professionals commonly call "graphic design". There is not much difference between "visual communication design" and "graphic design" in the design category at this stage, and there is no contradiction and opposition in the distinction and unification of "visual communication design" and "graphic design" in the conceptual category. Visual communication design is an art serving modern business, which mainly includes logo design, advertising design, packaging design, environment design inside and outside the store, corporate image design and so on. Because these designs are communicated to consumers through visual images, they are called "visual communication design", which plays a bridge role between enterprises, commodities and consumers. Visual communication design is an artistic creation with characters, graphics and colors as the basic elements. It affects people's feelings and concepts with its unique artistic charm in the field of spiritual culture and plays a very important role in people's daily life. In today's era of pan-design, design is gradually transitioning from an art category to a lifestyle, so there will always be many embarrassing situations. For example, brand lovers talk to you about the latest fashion information. For example, a few days ago, a friend who studied public relations drew a draft logo for you to revise and adopt, and a friend who studied archaeology found a template for designing a website to tell you that his design was faster and better. Make you feel that people know more about design than you do; It seems that my "trained" designer is going to step aside. I dare not write too professional things here, so I will share some pictures and posters I usually collect with you, and discuss how to make your design impress people and convey information effectively from several factors such as layout design, color application and contrast. What is design? Baidu said that design is an activity process of conveying a plan, a scheme and an idea in visual form. Some people will say that design is the product of the development of human society to a certain stage, and it is a visual communication mode of "demand+information+color". In short, no matter what form the design takes, the purpose is to better convey information and leave a deep visual impression. The best way to impress people is visual impact. The layout and originality of a page will determine how long others will watch your work. Only when the audience pays attention to your work and stays in your work for a long time can the information be effectively conveyed. Sometimes we are addicted to our personal style. But in many cases, design itself is not an end, but a means to better spread information. A good design, first of all, must be clear about the purpose of demand, and in-depth understanding. Layout design is inseparable from the content, but also reflects the theme of the content to enhance readers' attention and understanding. Only when the theme is clear and obvious can the ultimate goal of design be achieved. If your work can't attract others' attention and make people understand information quickly, then everything else is just a cloud. We have indeed encountered this situation. When designing, a lot of information needs to be concentrated on a small picture. Yes, many times we will selectively choose information reading. At this time, it is necessary to simplify the complex, choose words, even the most important information, and strengthen visual contrast. So at this time, we may need to emphasize important information through color, composition and layout. Let's take a look at the following picture first: although there is a lot of information, it still allows readers to find important information quickly. The following is a series of posters mainly hand-painted by Nike. Reflect the central theme by hand drawing. You can get information from hand-drawn pictures and words. In addition, it left a deep impression on readers through hand-painting, and through large-scale solid color plane painting, the main schema emerged obviously, effectively enhancing the visual tension and appeal of the image. Although a large number of vector diagrams are convenient for designers now. At the same time, it also reduces the original design. Creativity is based on experience and imagination, and the ability of hand-drawing can increase the ability of design expression. So I always think that a good designer should have a certain hand-drawing ability. The decorative elements in the picture below are composed of words, figures and colors by combining and arranging letters, and the visual effects are reflected by metaphors and symbols, which not only beautify the layout, but also improve the function of conveying information. This is a vivid visual layout language. There is not much wonderful content in the layout, so it is necessary to win by teasing, which is also the role of mobilizing artistic means in conception. The layout is full of interest, which makes the information more powerful and plays a vivid role in making the finishing point, thus making it more attractive. Obviously, the composition in the following design is very simple and has a lot of elements. Although it is only a low-budget design with pictures and logo, it is very attractive. The composition of the picture below is also very simple, although it is only black and white, but it also gives people a strong visual effect. "Size" doesn't mean it has to be big. For example, the poster below is hard to ignore. The reason is precisely that its element size is very small, or it is a strong contrast design-a large area of blank space is in strong contrast with small elements. Making an element bigger also means making it stronger, which can make some plain elements attractive. The following example, although mainly in words, is not boring at all. The characters in the background are greatly enlarged, even beyond the layout, but readers still know its meaning, and the text is placed at a certain angle, which also conveys a strong impact. When a large area of monochrome appears in a simple shape, it can quickly attract readers' attention. The contrast comes from high heels and subtitles, which makes the picture look bigger. In our minds, we will automatically fill in the parts outside the edge of the picture, further strengthening the large-size impression of the picture. The picture below shows the brand poster of a shopping mall. A very large decorative element is combined with the logo of various brands to form an attractive visual focus. Because the text is very small, the decorative elements and text are still in contrast with the whole page. The following layout is another variation of the above design, which changes the contrast of elements in size. Generally speaking, decorative elements are usually small to convey a delicate effect, but in the following example, decorative elements are so large that people can't ignore them. When creating the impact force, we should not only consider the size, but also have the contrast between the sizes. A large area of blank space surrounded a small portrait picture, so that it can still break through when queuing with other advertisements. The strongest color impact comes from its unexpected extreme use. If a photo itself is gorgeous, of course, it can be said to be very impactful, but it is hard to get excited. Due to the development of science and technology, we are now more and more able to adapt to some unexpected color applications visually. The appearance of various softwares makes it easy for us to do this, but color does not just mean "colorful colors". Black and white are the same color. The following example, due to the special use of color, turned an ordinary hard photo into a picture full of design flavor. With the gray head as the background, the title text background is filled with warm colors, which makes the page relatively low-key, but the title is very prominent and does not conflict with the picture of the focus element. The use of color can be both conservative and striking. In the following example, the solid color background makes your eyes cross from top to bottom, which is in sharp contrast to the white title. If you can imagine in your mind that we have used more colors in this design, you may see that the focus element is different from this design, the line of sight of the eyes will be different, and more importantly, the visual impact will not be so strong, although they have used more colors to design. In many designs, the first picture we see is usually what we have expected, such as a food advertisement, and a picture of food immediately appears in your mind; You are watching an advertisement about travel, and you already know that there will be some scenery in it, which is what we usually think of. But can we think about how to surprise people? You can use some special fonts, or use some very different pictures instead of the usual staple food pictures. Or you can use some special methods to make an ordinary picture show other characteristics. Anyway, you should try to avoid designing according to other people's habitual thinking. If this idea can be applied accurately, it will certainly get a good attraction effect. That doesn't mean you have to be shocking. It just means that in design, you can do something occasionally. The effect will still look dignified and calm, but at least it won't be boring. The distinctive personality of the following food creative posters is the creative soul of the layout. Such posters give readers a visual surprise and win the favor of consumers. In the following cover design, it is expected that the design, whether font or typesetting, has been overused. It's not that this font is not good-looking, this bold type is clear and powerful as a cover, but the problem is that these fonts have become less and less energetic after being used as a cover for countless times. The graphic design below gives us another feeling. After processing, an ordinary bar code presents a high-tech feeling and conveys a complex and imaginative atmosphere. Even if readers don't understand the specific meaning of the elements used in the outline, they will perceive the information consistent with the title from the picture: creativity. The following design uses some basic elements to deal with the page, and the result is also an overused layout, centered design, big headlines and big pictures. Pay attention to the following design, although some of the text is cut off, we will subconsciously make up the cut-off part ... so the page uses less area to get greater visual impact, because the cut-off part of the text itself can attract enough attention. The following picture makes the layout orderly, beautifully organized and gives people a good visual experience through the combination and coordinated arrangement of words and pictures in the layout. Of course, the page is a bridge to spread information, and the form must conform to the ideological content of the theme. It is unsuccessful to talk only about the form of expression and ignore the content, or to seek only the content without artistic expression. Only by unifying form and content can we solve the problems of what design should say, to whom and how to say it. In fact, whether it is publicity design or graphic design, the purpose is to better convey information and attract the attention of others; Let people get better visual effects. Engaged in visual design for so long. I think design is not about making fancy images and words, but how to combine those familiar words and pictures, so as to make people have new visual interest! We have a high degree of work enthusiasm, incisive and original opinions and flexible and innovative ideas. Of course, all this needs a stage to show yourself.