Advertising poster usually refers to a single form, can be posted in print advertising. Advertising billboards are used to fulfill certain publicity and agitation tasks, or for reporting, advertising, persuasion, education and other purposes. Advertising posters can be divided into two categories: public service posters and commercial posters, public service posters are based on social and livelihood issues, and commercial posters are used to publicize products and services for enterprises. Public service advertising posters should be designed and produced in a style different from commercial advertising, efforts to reflect the public welfare theme of public welfare, cultural and academic, pay attention to the inherent aesthetic appeal and sense of social responsibility, and advancing with the times, in the motherland on the basis of absorbing the excellent traditional culture, to create contemporary public service advertisements reflecting the national style and the characteristics of the times. Poster in the country also has a name called "poster", it is said that in the Qing Dynasty in China, there are foreigners to the sea ship carrying foreign goods in China's coastal docks, and will be posted on the paper posters in the street along the pier in order to promote their ship's goods, the coastal people called this posters for the posters.
In our country a long time ago there is the germ of advertising, the Tang Dynasty poet Du Mu in the "ask where the tavern, the shepherd boy pointed to the apricot blossom village" poem in the apricot blossom village, referring to the writing of the word apricot blossom village of the front of the wine; the earliest industrial and commercial printing is the Northern Song Dynasty, the Liu family needle store in Jinan, the publicity of the print, which can be regarded as the embryonic form of our country's advertising billboards. Before the 19th century, the main form of advertising in Europe and the United States is mainly text-based billboards, after which, due to the continuous development of printing, colorful posters based on drawings and paintings are increasingly becoming the main form of expression. Modern poster art originated in Europe, in which cultural posters are the closest to painting in a variety of graphic design, can be used to express the designer's own inner feelings and aesthetic tendencies, so poster design has been the most commonly used in the teaching of graphic art training and competition subjects, the important international poster exhibition is the Warsaw, Poland, International Biennial of Poster Design Art, the United States of America Colorado International Advertising Poster Invitational Biennial, Mexico International Advertising Design Art Biennial, Finland Lahti International Advertising Design Art Biennial and so on.
I, images and text
Images in the narrow sense of the term refers to the collection of images of various things in the natural world by means of modern technology (such as cameras). Image in graphic design also includes the graphic designers through the basic elements such as dots, lines and surfaces of the plane modeling graphics. Images can instantly attract people's attention, is a kind of world language that can transcend borders and nationalities, and therefore has the most infectious and expressive power. Text introduction can supplement the information, accurately describe the content of the main object, the text of the unique narrative function is the image can not be replaced.
Second, poster design forms of expression
1. art painting
In the poster advertising design, art painting style design means is the main form of expression of the early print advertising posters. Art painting style design development so far, with its unique simple and atmospheric beauty, personalized visual language favored by the viewer, because of the particularity of this form of expression, so that it has a unique charm. At the same time, the expressive power of hand-painted posters also has the characteristics of randomness and expandability, so that it has an infinite vitality and endless expressive power.
2. Physical photography
With the continuous progress of photographic technology, photography in the design of plane posters in the application of more and more widely, this means of expression greatly enriched the form of graphic works, has a unique expressive power, such as the picture is real and believable, attractive, persuasive and so on. It is a strong visual language gradually become a visual culture, and thus occupies a very important position in the design.
3. Computer technology
The development of computer technology and the application of software has brought great changes to the design world, of course, it also makes the poster design has reached a new height, it makes all the impossible to become possible. The use of computer technology in graphic design to the poster design to bring the fantasy of expression, so that designers can be in the two-dimensional world to wander in their own creative river, through the computer technology to create a real-life impossible scene, with a unique picture language to express the idea to be conveyed. At the same time, it attracts people with colorful and fantastic pictures, various forms of composition and incomparable effects, gives people unlimited space for reverie, and fully emphasizes the power of visual expression and impact, thus making the language of visual communication more interesting and watchable.
In summary, the visual performance in the graphic poster design work has an irreplaceable role, and must have a strong visual language, but also because of this visual expression, graphic design work can fully reflect its functionality and appreciability, but also has this visual expression, will accurately convey the designer's design intention, so that the graphic poster design work becomes the visual expression in the eyes of the audience. Design works become a visual feast in the eyes of the audience.
Three, the law of poster design
1. Creativity first, pay attention to the connotation
Creativity refers to the novelty and creativity of the idea, with the cultural heritage of "creativity" is the soul of the poster design. Albert Einstein said, "Imagination is far more important than knowledge, knowledge is limited, but the imagination can surround the earth." Chinese traditional art creation focuses on the inner search and performance, pay attention to the mood. The master of Chinese painting Qi Baishi's work "Frogs in Ten Miles out of the Mountain Spring" has a peculiar conception and successfully utilizes the technique of association. There are no frogs in the picture, but the audience can hear the sound of frogs.
With the improvement of social civilization, the protection of animals is becoming more and more people's **** knowledge, many of the theme of the protection of animals in the public service announcements posters in the various tournaments to win awards. The title of the poster, "A man is a knife and chopping board, I am a fish", comes from a classic story in the Records of the Grand Historian, where "knife and chopping board" is interpreted in the Dictionary as a knife and a chopping board, which is a tool for slaughtering domestic animals. Through the traces of wild animals slaughtered on the chopping board, such as birds, seals, frogs, etc., the picture tells the story of the merciless destruction of wild species by human beings in the natural world, and calls on people to put down their butcher's knives in the face of wild animals. This work uses the chopping board with the traces of animal slaughter as a creative symbol, and instead of letting the animal itself appear in the conception, it adopts a virtual approach to give the viewer a deep thought.
Pine, bamboo and plum are the "Three Friends of Cold and Winter". Pine and bamboo do not wither in winter, plum blossoms withstand the cold and open up, integrity, simplicity, temperance and strength are their inner qualities, and they are the only ones who are still vibrant when the snow comes and all the flowers wither. There is a large area of blank space in the poster surface of "Three Friends of the Year", highlighting the theme of anti-corruption and honesty.
2. Color has a strong impact and expressive power
Color is to make the design of the visual impact and artistic impact of the important factors. The feeling of the beauty of color is a kind of human nature. The success or failure of an advertisement poster depends to a large extent on the advantages and disadvantages of the use of color. Deng Shiru in the Qing Dynasty said: "the word painting can make the sparse place to walk horses, the dense place does not make the wind, often counting the white to when the black, the strange interest is out." The series of "Three Friends" in the composition of white as black, blank so that the theme is more prominent, the picture is clear, easy to recognize and remember, while the black and white as the tone of the picture has the charm of traditional Chinese ink paintings, in terms of content and integrity of the theme. It improves the visual effect and accurately expresses the design theme.
3. Influenced by the internationalist style, focusing on text arrangement
In the 1950s, the internationalist style was first born in Switzerland and the Federal Republic of Germany. Internationalist style emphasizes functionality, advocates a high degree of order, accurate visual communication function, with a high degree of standardization and rationalization of the design characteristics. The internationalist style has a profound influence on the whole graphic design, including posters, and it is still the mainstream of poster design in various countries.
Text is a form of expression, but also the main composition of the plane advertisement, text to the visual information conveyance is indirect, in graphic design text is also often used as a graphic involved in the composition, and other elements of the organic combination of the composition of a whole, for the advertisement posters for the service of the content. Chinese seal script, cursive script, regular script, running script and other fonts also have a fairly high aesthetic value, regular script of elegant and beautiful, WeiBei tough and majestic, cursive script of running clouds and flowing water, bold and unrestrained, the use of the right as a poster surface of the accompaniment and support, in order to create a kind of extraordinary artistic atmosphere.
References:
[1]Wang Shouzhi. History of World Modern Graphic Design [M]. Guangdong:New Century Press,1998.
[2]Bai Yun. The source and flow of old Chinese advertising DD poster advertising [M]. Beijing:China Construction Industry Press,2003.
[3]Dai Xiaodong et al. Three Degrees of Space [M]. Jinan: Shandong Literature and Art Publishing House, 2003.
Author's unit: Shandong Institute of Light Industry, School of Design
(Responsibility: Cao Ning)
Posters how to designPosters said that a little more professional is the design of the poster.
In the field of graphic design art, the most influential, the most academic, the longest history of the design is the design of billboard advertising. Poster advertising design has most of the basic elements of visual communication design, that is, based on graphic performance, focusing on reflecting the artistic standards of the times and designers of personal style characteristics.
Successful posters are graphic visual language as the main creative elements, and cohesion of the designer's wisdom and aesthetic ideas.
Posters should follow the creation of design strategies and methods of expression.
1, the theme is clear
Each poster always has a specific content and theme, so the graphic language should be combined with the theme, can not be expressed randomly without purpose, should be based on rational analysis to choose the right entry point to the unique visual elements of creative ideas will be expressed.
This poster is designed for the graduation design exhibition of the College of Modern Art, and there is a bird's nest in the bottom of the poster, in which there are some eggs that have not yet hatched. The bird's nest represents the school family, and the unhatched eggs represent our graduating students. The graphic representation of the text is simple and generalized, and it is easy to understand at a glance.
2, strong visual impact
Advertising posters are generally set up in the outdoors, advertising effect is good or bad with the work itself can not attract the viewer's eyes is closely related to a strong visual impact of the work will make people can not help but stop, have the patience to pay attention to the work of the performance of the content, thus leaving a deep impression, a deep impression of the memory.
This poster uses contrasting colors of black and white to make the whole poster look more calm, while the font uses bright blue, highlighting the theme at the same time to make the whole design more lively and look less dull.
3, rich in cultural connotations
A good poster design works in addition to successfully convey the theme of the content, but also has a certain cultural connotations, only then can the viewer and the emotional and spiritual exchanges, so as to achieve a higher level.
The bird's nest at the bottom of the poster and the egg that is about to break out of its shell represent the school and the graduating students. In the embrace of the school family, we are nurtured and grow up, and the school brings us a lot of love and teaches us how to grow up. The egg that breaks out of the shell represents the graduating students, who will soon leave the big family of school and face all the challenges in the society alone.
Design is a step-by-step process, only through continuous practice and summarization will there be significant development. Through this advertising poster design course, I have a more profound understanding of poster design.
How to design a poster?1, title: the title should be written to focus on the content, so that people will be attracted to see.
To be eye-catching, distinctive, innovative, concise. Fonts must be large, accounting for half of the poster paper is best, the more brightly colored the better.
2, the body: write the nature of the activity, introduction, sales of goods and so on, prices, promotions to write to understand.
If it is a performance poster, to write the understanding of the actors, theater, repertoire and so on.
3, time: location, ticket prices. The time and place of the event must be clear.
4, the end: a separate line, write the end. Name below, write the month and year.
Extended information:
Poster design skills:
Compositional skills, in addition to the use of color in the contrasting skills need to draw on mastery, but also need to consider several contrasting relationships. Such as composition skills of coarse and fine contrast, composition skills of near and far contrast, composition skills of dense and sparse contrast, composition skills of static and dynamic contrast, composition skills of western and central contrast. Compositional techniques of ancient and modern contrast.
1, composition skills of coarse and fine contrast: the so-called coarse and fine contrast, refers to the process of composition in the use of color and color patterns formed by the formation of a style, in the painting and calligraphy we know that there is a brushstroke and writing, or brushstrokes and writing with the same picture (as the master of the Chinese painting qi baishi's painting of cabbages and grasshoppers, general), this style of composition in the packaging is a number of This style in packaging composition is some of the packaging is often utilized in the performance method.
Some of the contrast between this thick and thin is the main pattern and accompanying pattern contrast; some of the center pattern and background pattern contrast; there is a company as rough as the wind sweeping clouds, while the other side of the fine as fine as a silk; some of the calligraphy instead of the pattern of the wild cursive, which can be readily seen in some alcohol and food packaging. Such as Si Nian brand dumplings and shampoo is this way.
2, the composition of the skills of the near and far contrast, in the composition of Chinese painting landscape into the near scene in the far view, and in the design of the packaging pattern, to the same principle, should also be near in the far several kinds of picture composition level.
The so-called near, is a picture of the most eye-catching part of the pattern, also known as the first visual impact, the most eye-catching is also the packaging pattern to express the most important content, such as the earliest Shuanghui instant noodle packages, the first to break into people's sight is the blank background of the Shuanghui trademark and crimson square background of the white synthesis of the large Shuanghui word (i.e., near view).
The next is a little smaller "braised beef noodles" line of several main characters (should be said that the second line of sight, also known as the middle view), again is the expression of the contents of the packaging product photos (also known as the third line of sight, the boundary in the middle view) and then after the auxiliary mascot advertising slogan, performance instructions, corporate logo.
This obvious sense of hierarchy is also called the visual three-step rule, which takes into account the habit of people looking at a still life painting from top to bottom, from right to left, while highlighting the most important part of the theme to be expressed. As a designer in the beginning of the creation of the picture, should first understand the theme of the appeal, to create an atmosphere of the stars of the moon, standing out from the rest. So that the design of the picture like a powerful magnetism tightly to the seller's line of sight to pull over.
3, composition skills of dense contrast: talking about the composition skills of dense contrast, which is very similar to the use of color contrast, but also with the Chinese painting in the fly white is very much the same, i.e., the pattern should be centralized where there must be a diffusion of the accompaniment, it is not desirable to be centralized or all diffusion. Embody a kind of sparse and dense coordination, rhythm, tension and relaxation, showing the spirit.
At the same time, the theme is not lost. I see a lot of packaging design, the whole picture is dense, green and flowery, from the background pattern to the theme of the pattern is very heavy color performance, so that people feel pressure and can not breathe, so not only can not beautify the product, to promote the purpose of the sale, but also let a person get tired of the lack of appetite. This is not grasp the contrast between dense and sparse caused.
4, composition skills in the static and dynamic contrast: in a pattern, we tend to find this phenomenon, that is, in a packaging theme name at the background or around the performance of the explosive pattern or look careless, but is deliberately painted foam a few strokes of the madness of the thick lines, or band-shaped English or patterns, etc., are to show a "dynamic" feeling. "
And the
And the theme name is dignified and steady and the background is light and calm, this scene is the contrast between static and dynamic. This contrast, avoiding the fancy and too static rigidity of all the support. So the visual effect is comfortable. In line with people's normal aesthetic psychology.
5, composition skills in the Chinese and Western contrast, this contrast is often used in an outsourcing packaging design in the picture of the cartoon technique of Western painting and the combination of traditional Chinese techniques or the combination of Chinese Chinese art and English.
As well as the picture directly to the realistic approach to the photographs of Westerners or a picture of the prominent expression of the packaging design, this form of expression, is also a common borrowing method, which is often found in children's products, women's socks, clothing or cosmetics on the packaging.
6, composition skills of the ancient and modern contrast: both foreign for the use of the ancient for the use of the present, especially in order to reflect a cultural taste, the performance of the packaging design composition is often the ancient classic ornamentation, calligraphy, characters, patterns used in the current packaging, which is embodied in the wine packaging on the most clear show.
For example: the Dream of the Red Chamber, twelve hairpin women's wine and Taibaijiu, as well as food in the Mid-Autumn Festival mooncakes, black old bag of peanuts and so on are embodied in these aspects and digging the connotation. In addition, there are a number of cosmetics and daily necessities of high-level gift boxes with decorations and patterns are also looking for grafting techniques from the classical culture. This can give a person a kind of ancient color, elegant and inner tracing or a certain aspect of solace. So it is very popular with consumers.
Reference:
Sogou Wikipedia - Poster Poster design must have considerable appeal and artistic infectivity, to mobilize the image, color, composition, sense of form and other factors to form a strong visual effect; it should be a strong visual center of the picture should strive for novelty, simplicity, but also must have a unique artistic style and design features.
In schools, posters are often used in cultural performances, sports, storytelling, exhibitions, parent-teacher conferences, festivals, competitions and games. The general requirement of poster design is to make people understand at a glance.
The specific elements of poster design:
1, full of visual impact, can be achieved through images and colors
2, the poster expresses the content of the refined, seize the main demand point.
3, the content should not be too much
4, generally picture-based, copy as a supplement
5, the theme of eye-catching fonts
Types of posters
Posters can be divided into commercial posters according to its application, cultural posters, movie posters and public service posters, etc., and here they are roughly to the introduction.
1. Commercial posters:
Commercial posters are commercial advertising posters to publicize goods or commercial services. The design of commercial posters should appropriately match the style of the product and the audience.
2. Cultural posters:
Cultural posters refer to a variety of social and recreational activities and various types of exhibition posters. There are many types of exhibitions, different exhibitions have their own characteristics, designers need to understand the content of exhibitions and activities in order to use the appropriate method of expression of its content and style.
3. Movie posters:
Computer posters is a branch of the poster, movie posters are mainly to attract the attention of the audience to stimulate the role of box office revenues, and theater posters, cultural posters, and so on a few similar.
4. Public service posters:
Social posters are with a certain ideology. These posters have a specific educational significance to the public, the poster theme includes a variety of social welfare, moral publicity, or political ideology of publicity, to promote love and dedication, **** with the spirit of progress and so on.
In-store poster design:
In-store posters are usually used in business stores, do store decoration and publicity purposes. The design of the store posters need to take into account the overall style of the store, color and business content, and strive to blend with the environment.
Poster design:
Posters are usually for the purpose of business promotion, the use of eye-catching visual effects to achieve the purpose of publicizing certain goods or services. Investment poster design should be clear about its commercial theme, while the application of the text should pay attention to highlight the key points, not too fancy.
Exhibition poster design:
It has the role of dissemination of information, involving a wide range of content, rich in artistic expression, strong visual effect of the poster is a kind of information transfer art, is a popular publicity tools. Poster design must have considerable appeal and artistic influence, to mobilize the image, color, composition, sense of form and other factors to form a strong visual effect; it should have a strong visual center of the picture, should strive to be novel, simple, but also must have a unique artistic style and design features.
In schools, posters are often used in cultural performances, sports, storytelling, exhibitions, parent-teacher conferences, festivals, competitions and games. The general requirement of poster design is to make people understand at a glance.
Poster design steps:
1, the purpose of this poster?
2, who is the target audience?
3, how about their reception?
4, how about other posters of the same type of product in the same industry?
5, the embodiment of this poster strategy?
6, creative point?
7, expression?
8, how to combine with the product?
The specific elements of poster design:
1, full of visual impact, can be achieved through images and colors
2, the poster expresses the content of the concise, to seize the main demand point.
3, the content should not be too much
4, generally picture-based, copy as a supplement
5, the theme of eye-catching fonts
Types of posters
Posters can be divided into commercial posters according to its application, cultural posters, movie posters and public service posters, etc., and here they are roughly to the introduction.
1. Commercial posters:
Commercial posters are commercial advertising posters to publicize goods or commercial services. The design of commercial posters should appropriately match the style of the product and the audience.
2. Cultural posters:
Cultural posters refer to a variety of social and recreational activities and various types of exhibition posters. There are many types of exhibitions, different exhibitions have their own characteristics, designers need to understand the content of exhibitions and activities in order to use the appropriate method of expression of its content and style.
3. Movie posters:
Computer posters is a branch of the poster, movie posters are mainly to attract the attention of the audience to stimulate the role of box office revenues, and theater posters, cultural posters, and so on a few similar.
4. Public service posters:
Social posters are with a certain ideology. These posters have a specific educational significance to the public, the poster theme includes a variety of social welfare, moral publicity, or political ideology of publicity, to promote love and dedication, **** with the spirit of progress and so on.
In-store poster design:
In-store posters are usually used in business stores, do store decoration and publicity purposes. The design of the store posters need to take into account the overall style of the store, color and business content, and strive to blend with the environment.
Poster design:
Posters are usually for the purpose of business promotion, the use of eye-catching visual effects to achieve the purpose of publicizing certain goods or services. Investment poster design should be clear about its commercial theme, while the application of the text should pay attention to highlight the key points, not too fancy.
Exhibition poster design:
Exhibition posters are mainly used for the exhibition of publicity, often distributed in the streets, theaters, exhibitions, commercial districts, stations, wharves, parks and other public **** place. It has the role of dissemination of information, involving a wide range of content, rich artistic expression, strong visual effect