Illustration, also known as illustration, as an important form of visual communication in modern design, has been widely used in many fields of modern design, and has become one of the important forms of expression in packaging and product design. With its unique artistic charm and rich expressive language, illustration has been increasingly attracting the attention of designers, and at the same time, due to its unique stylized performance, it has brought a refreshing experience to the packaging market, and has been y loved by the public.
Illustration has a variety of expression methods, different brushes, different designers to show the style is completely different. It is based on the versatility of its style can draw on the creative style of illustration, based on the analysis of the attributes and qualities of the commodity itself, to create a strong visual appeal of the packaging works, as shown below.Illustration can express a completely different feeling from photography, creating a dazzling diversity of forms, the combination of illustration and packaging design gives designers a great deal of creative freedom, designers can boldly try a variety of styles of design: exaggerated drawing style can highlight the characteristics of the packaging, add interest to the packaging, suitable for creative product packaging, as shown in Figure 2.1 below; black and white sketch lines reflect the packaging's Simple, natural, give a person a quiet, intimate feeling, used in the humanistic atmosphere of the class of goods packaging, such as Figure 2.2; small new style, healing style illustration, it gives a person a pleasing, warm feeling, loved by women, mostly used in cosmetics, tissues and other commodities packaging, the following Figure 2.3; illustration with ethnic style, affected by the region, customs, commonly used in tea and other characteristics of the product's packaging, the following figure < /p>
Illustration itself is rich in artistic modeling language, aesthetic, realistic, retro and many other styles can be integrated into clothing, cosmetics, food packaging design, not only to meet the different emotional needs of different consumers, while obtaining good design and communication effects. Illustration packaging design gives people a sense of reverie through beautiful modeling, and guides consumers' associative feelings to convey information. The application of illustration in packaging has given packaging a new form of decoration and visual communication concepts, bringing packaging design a new means of packaging and visual effects, and adding artistic charm and cultural connotation.
The concept of commercial illustration. Characteristics. Application. Uses. Commercial illustrator should have the quality. Concept of Commercial Illustration: Commercial illustration is, as the name suggests, illustration of commercial value, which does not belong to the category of pure art. Commercial illustration can be defined as a digital work drawn for a business or product, to get the remuneration associated with it, the author to give up the ownership of the work, only retain the right of authorship of the commercial buying and selling behavior. Illustration is a form of commercial illustration, others are such as advertising illustration, cartoon mascot design, publication illustration and animation film and television game scenes. Characteristics of commercial illustration: Illustration is the use of pattern expression of the image, in line with the principle of unity of aesthetic and practical, as far as possible to make the lines, the form of clear and bright, easy to produce. Illustration is a common language in the world, and its design is usually divided into characters, animals and commodity images in commercial applications. Application of commercial illustration: 1. Chart of the application of product structure decomposition diagram biological structure diagram architectural rendering other 2. Layout design application of text and illustration pictures and illustrations 3. Poster design application 4. Packaging design application of realistic expression of cartoon expression of decorative color role of the role of the traditional cultural elements 5. Book design application of fiction story illustration children's book illustration 6. Application in computer games7.Application in network mediaWeb page designSoftware interface designMobile phone interface designCommercial Illustration Usage:In the field of modern design, commercial illustration can be said to be the most expressive, which has a close blood relationship with the art of painting. Many expression techniques of commercial illustration are borrowed from the expression techniques of painting art. The marriage of commercial illustration and digital technology makes the former make great progress whether in exploring the diversity of expression techniques or in designing the depth and breadth of theme expression, showing a more unique artistic charm and thus more expressive. Commercial illustration is a very promising industry, it is widely used in advertising, commodity packaging, newspapers, book binding, environmental art space, computer networks and other fields, the demand for illustration in various media is great. However, the service life of commercial illustration is short, when a commodity or enterprise is being renewed and replaced, this vice work is declared to be extinct or terminated to publicize. From the scientific definition, it seems that the end of commercial illustration is a bit sad, but on the other hand, the glory of commercial illustration in a short time is incomparable to that of art painting. Because commercial illustration is disseminated through advertising channels, it covers a wide range of areas, and the rate of social attention is many times higher than that of artistic paintings. For example, this digital illustration of yogurt packaging (pictured) has attracted more than a billion consumer purchases in two years of marketing because of the beauty of the image, and imagine that this number will increase in the time before the next product replaces it. How many artistic paintings can be seen by hundreds of millions of people in a two-year period? Such splendor is unparalleled! Qualities a commercial illustrator should possess: Illustrators often illustrate for graphic designers or directly illustrate for magazines, newspapers and other media. They are generally professional illustrators or freelance artists with their own expressive subjects and painting styles like photographers. Professional sensitivity and desire for new forms and tools have led many of them to adopt computer graphic design tools to create illustrations. Computer graphics software features make their creative talents get greater play, whether simple or complex dense, whether traditional media effects, such as oil painting, watercolor, printmaking style or digital graphics endless new changes, new fun, can be more convenient and faster to complete. Digital photography is the latest development in photography. Photographers use digital cameras to capture objects or scan traditional positives into a computer through a scanner, then adjust, combine, and create new visual images on the computer screen, and finally output positives or negatives through a film recorder. This new photographic technology completely changes the creative concept of optical imaging of photography, and centers on digital graphics processing, also known as \'photography without darkroom\'. It has blurred the boundaries between photographers, illustrators and graphic designers, and nowadays, as long as one has the talent, it is entirely possible to accomplish all three tasks on the same computer. The style of modern commercial illustration When most people's understanding of illustration is still stuck in the "little people's books", "comic books", "children's picture books" and other low-end cultural products, illustration has taken a fast and furious momentum. Illustration has penetrated into every aspect of people's lives with the speed of a thunderbolt, from the anime blockbusters that people enjoy, to the cover design of the record in hand, and even the logo of the product in the supermarket without any notice, illustration and its derivatives are everywhere. People can experience the meaning of "illustration" on a daily basis without having to look up a thesaurus. We still need to clarify the concept of commercial illustration: "Commercial illustration is the act of buying and selling illustrations for a business or product for which the author gives up ownership of the work and retains only the right of authorship." In fact, the power of illustration in modern life comes from "art" and "commerce". Commercial illustration as a form of advertising communication is an important part of modern business activities. Most of the commercial illustrations are commissioned with a clear purpose; they are copied in large quantities along with the development of printing technology; commercial illustrations cannot be separated from the mass media as a communication carrier - these characteristics doom it to always bear a strong brand of the times and cultural characteristics. Commercial illustration of popular culture about the prosperity of commercial illustration, to be traced back to the Second World War, European countries due to the extreme lack of material stagnation in the development of the design industry, but at this time, the United States of America's commercial design has flourished. It showed a different starting point from the European design from the very beginning - it was not designed only for the well-paid class, but based on the general public and mass consumption. Nobility and sophistication were no longer important, but rather the pursuit of varied styles, exaggerated decorative techniques and low prices. Corresponding to this is the prosperity of the publishing industry, "Reader's Digest", "Life", "Time" and other publications are popular around the world, and have a circulation of more than a million copies. These magazines are printed more and more beautifully, and a large number of advertisements are instilled into the consumer population, stimulating their desire to consume, objectively stimulating the demand for commercial illustration, coupled with the natural readability of the graphic language so that commercial illustration is more and more widely used. The application of commercial illustration has also expanded from book inserts to all kinds of fashion magazines, outdoor advertising, packaging design, film and television commercials, etc. Popular culture is the main field of commercial illustration today.In the 1950s and 1960s, young people became the main consumer of popular culture, and in the 1970s, they became the main force that pushed the change of the western society. This generation of young people grew up in an era of abundance, were well educated, and their fervent following of new things and indifference to traditional values were completely different from those of their fathers and grandfathers, who were more enthusiastic about rock and roll, pop art, hippie culture, etc. Commercial illustration was also affected by this period. Commercial illustration was also influenced by various popular cultures during this period, and formed a distinctive style tendency. Many things that were new and different at that time were quickly imitated, forming new consumer styles, forms and fashions. The "bull's-eye" and "flag" images created by the American pop artist Johns are often repeated in different commercial illustration works, and have become a visual symbol representing the pop style. Hippie culture movement Wilson designed with "Art Nouveau" style font poster works, due to the excessive deformation of the font and difficult to identify, but because it reflects the counter-culture of the hippie culture, from the form of a grotesque, wild feeling, in line with the emotional requirements of the hippie youth, and therefore also be used as a strong symbolization of the logo is used. It is through the use of different pop culture symbols that the It is through the absorption and use of different pop culture symbols that commercial illustration has become a means for young people to express their individuality and a powerful weapon to distinguish between different ideologies. Another force of pop culture comes from Japanese anime illustration, which matured after the 1980s and became popular among young people in Asia. The rise of the video game, animation and toy industries driven by animation illustration has formed a cultural trend that affects our lives. Commercial illustration of the art form of modern commercial illustration is mainly categorized by communication media. Can be roughly divided into three categories: one is the print communication media, the second is the film and television communication media, and the third is the network communication media. Print communication media form of illustration is mainly divided into periodicals and newspapers illustration, billboard advertising illustration, product packaging illustration and corporate image publicity illustration. This form of commercial illustration has a large circulation, wide dissemination, short production cycle, which can be involved in all aspects of people's lives and is also the most popular among users. Film and television communication media form of illustration is mainly distributed in the television and film, it and film and television advertising is the difference between the relative stability of the picture and the static this form of illustration dissemination speed, large amount of information, comparative strong. As the film and television illustration is also the manufacturers and enterprises to strengthen the commodity publicity and promotion of powerful media. Network communication form of illustration is with the development of computer networks, emerging forms of illustration, its main carrier is the computer network, which is characterized by a unique form of content interactivity, the performance of the space is large. As an emerging form of illustration network communication media illustration also has its limitations, that is, the degree of uneven audience, but with the development of the times, this limitation will gradually disappear. By analyzing these three forms, we can see that commercial illustration as a part of visual communication must have its own space, which is given by the society, business and culture. It is no longer a simple art form of localized communication for specific information from the beginning, but has developed into an element of visual communication that spreads information, diffuses influence and serves the society in terms of time, space and audience. The presentation method of commercial illustration should pay attention to the popularization and practicalization of illustration, so most of the presentation methods used in commercial illustration are to express objective things, which are mainly divided into three forms of realism, abstraction and mixture. The economic industry of commercial illustration For economic issues, we can't help but first understand how the illustration products are circulated. In fact, it is the same with any modern products, in the process of entering the market needs to go through three links: production - sales - consumption. 1, illustration designers as a digital age designers, must master a few basic drawing tools and skillful use of them, such as Photoshop. As a designer in the digital age, you must master several basic drawing tools and be skillful in using them, such as Photoshop, Illustrator, flash, etc., because most of the illustration appointments are delivered through the format of electronic documents. At the same time, illustration designers have more freedom and diversity in the way they work. Designers can choose to work in a design company, set up their own studio, or work part-time as an amateur. Due to the highly developed hardware, software and means of communication, more and more illustration creators are inclined to intervene in the market in a personal way. Some star illustrators are mostly freelancers. Good reputation and excellent talent make it easier for them to get business. In the age of the Internet, websites that produce personal online portfolios are a great way to gain access to client resources. It has the advantage of enabling clients to see your website and learn about the style of your work at any time, which provides designers with a lot of potential clientele.2. Vendors (sales channels) In the traditional sales channels for art works. Painter has always played an important role, he is a critical eye to identify the painter's work, while identifying the buyer to get profits from it. Although illustrators deal directly with their clients, it takes a lot of their time to find them. Therefore, many people choose professional agencies to represent their works and contact related business and exhibitions, these companies are actually playing the role of a dealer. 3, the crowd of illustration consumers in the crowd of illustration consumers will have the difference between enthusiastic consumers and occasional consumers. The same piece of illustration product, different people have different degree of love for it. For example, an old comic book from the "Cultural Revolution" period. Older people will show strong love for it, while young people have no interest in it, mainly because young people do not have the relevant cultural experience for this old comic book. This cultural experience makes people interested in the symbolism shown in the illustrations, which results in the emergence of enthusiastic consumers. Moreover, the more this part of consumers love the more they pay attention to this kind of products, then the more relevant experience and knowledge it accumulates, compared with those occasional consumers, the angle of knowledge about the works is also different. Commercial illustration is different from general merchandise, it is a cultural industry. Its operation is different from other industries in its own rules. American economist Jeffs put forward the vertical distinction and horizontal distinction of cultural products in Economics of Creative Industries. He pointed out that "cultural products also differ in their characteristics, tone and style, which are independent of the buyer's assessment of the quality of the product. In economic terms, they are horizontally differentiated. When horizontally differentiated products are sold at the same price, they are favored differently. Creative products are usually a mixture of vertical and horizontal distinctions." It is this characteristic of cultural products that makes up the diversity of its variety, and consumers benefit from it. Commercial illustration design is often shown to be characterized by collaboration between different cultural industries, and popular comic book works are not only distributed in large numbers as print publications. They are also likely to be adapted into cartoons and even movies and TV series. This phenomenon has evolved into a trend. Other related industries that are caused or spawned by illustration design can be called "added value", and the management of this added value of cultural products should also be considered as part of the long-term profitability of illustration. In this regard, the experience of the Disney Company is worth learning, the virtual image of Mickey Mouse from the comic book was moved to the screen. And it has become the image representative of a wide range of cultural products such as magazines, clothing, websites and so on, and to this day has become the image representative of a multi-billion dollar entertainment empire. But the question of how to enter into contracts to accurately define illustration and its share of profits from value added in other industries is new to the commercial illustration industry. Despite the fact that some people are still dismissive of the combination of art and commerce, it is undeniable that their union has already borne fruit, and the trend is irreversible, as is the way in which commercial illustration has made its bright but brief debut, an attitude of the times that is both exciting and thought-provoking.