Advertising posters usually refer to printed advertisements in the form of leaflets that can be posted. Advertising posters are used to complete certain propaganda and agitation tasks, or serve the purposes of reporting, advertising, persuasion and education. Advertising posters can be divided into two categories: public welfare posters and commercial posters. Public welfare posters focus on social and people's livelihood issues, while commercial posters promote goods and serve enterprises. The style of poster design and production of public service advertisements should be different from that of commercial advertisements. We should strive to embody the public welfare, culture and academic nature of public service themes, pay attention to the inherent aesthetic taste and sense of social responsibility, keep pace with the times, and create contemporary public service advertisements that can reflect the national style and characteristics of the times on the basis of absorbing the excellent traditional culture of the motherland. Posters also have a name called "Poster" in China. It is said that during the Qing Dynasty, foreigners berthed at China's coastal docks with foreign goods on ships, and posted paper posters at conspicuous places along the street of the docks to promote their goods. Coastal citizens called this poster.
Advertising has sprouted in our country for a long time. In the poem "Excuse me, where is the restaurant? The shepherd boy points to the apricot blossom village", Du Mu, a poet in the Tang Dynasty, refers to the wine sapporo with the Chinese characters of apricot blossom village written on it. The earliest industrial and commercial printing was the propaganda print of Liu Jiazhen Shop in Jinan in the Northern Song Dynasty, which can be regarded as the embryonic form of advertising posters in China. Before the 9th century, the main advertising form in Europe and America was the poster with characters. Since then, due to the continuous development of printing technology, the color poster with pictures has increasingly become the main expression form. Modern poster art originated in Europe, among which cultural poster is the closest to painting in all kinds of graphic design, and can be used to express the designer's own inner feelings and aesthetic tendencies. Therefore, poster design has always been the most commonly used training and competition subject in graphic art teaching. The internationally important poster exhibitions include Warsaw International Poster Design Art Biennale, Colorado International Advertising Poster Invitation Biennale, Mexico International Advertising Design Art Biennale and Lahti International Advertising Design Art Biennale.
first, images and words
images in a narrow sense refer to the collection of images of various things in nature through modern scientific and technological means (such as cameras). The image in graphic design also includes the graphic of graphic modeling formed by the designer through basic elements such as points, lines and planes. Images can instantly attract people's attention, which is a world language that can transcend national boundaries and nations, so it is the most infectious and expressive. Text introduction can supplement information and accurately describe the content of the main object, and the unique narrative function of text is irreplaceable by images.
second, the expression form of poster design
1. artistic painting
in poster advertising design, the design method of artistic painting style is the main expression form of early print advertising posters. Up to now, the design of artistic painting style has been favored by viewers with its unique simple and atmospheric beauty and personalized visual language. Because of the particularity of this form of expression, it has unique charm. At the same time, the expressive force of hand-painted posters also has the characteristics of randomness and expansibility, which makes them have unlimited vitality and endless expressive force.
2. Physical photography
With the continuous progress of photography technology, photography is more and more widely used in the design of plane posters. This means of expression greatly enriches the forms of plane works and has unique expressive power, such as authentic pictures, strong attraction and strong persuasion. It has gradually become a visual culture with powerful visual language, thus occupying a very important position in design.
3. Computer technology
The development of computer technology and the application of software have brought great changes to the design field. Of course, this has also brought poster design to a new height, which makes everything impossible possible. The application of computer technology in graphic design brings fantastic expressive force to poster design, so that designers can wander freely in their own creative river in a two-dimensional world, create scenes that cannot appear in real life through computer technology, and express their ideas with unique picture language. At the same time, it attracts people with gorgeous and fantastic pictures, diverse compositions and unparalleled effects, giving people unlimited space for daydreaming, fully emphasizing the expressive force and impact of vision, thus making the visual communication language more interesting and ornamental.
to sum up, visual expression plays an irreplaceable role in graphic poster design works, and it is a powerful visual language that must be possessed. It is precisely because of this visual expression that graphic design works can fully reflect its functionality and appreciation, and it is precisely because of this visual expression that the designer's design intention can be accurately conveyed and the graphic poster design works can become a visual feast in the eyes of the audience.
Third, the creative law of poster design
1. Creativity comes first and attaches importance to connotation
Creativity refers to an idea with novelty and creativity, and "creativity" with cultural connotation is the soul of poster design. Einstein said, "Imagination is far more important than knowledge, knowledge is limited, but imagination can surround the earth." China's traditional artistic creation pays attention to inner exploration and expression, and pays attention to artistic conception. Qi Baishi, a master of traditional Chinese painting, has a wonderful conception in his work Frogs Going Ten Miles Out of the Mountain Spring, and successfully uses the technique of association. There are no frogs in the picture, but the audience smells them.
With the improvement of social civilization, protecting animals has become more and more popular, and many public service posters with the theme of protecting animals have won prizes in various competitions. The title of the poster "Man is a knife, I am a fish" comes from the classic story in Historical Records. "Knife" is interpreted as a knife and chopping block in Ci Hai, which is a tool for slaughtering livestock. Through the traces of the slaughter of wild animals such as birds, seals and frogs on the chopping block, the picture tells the ruthless destruction of wild species in nature by human beings and calls on people to put down their butcher knives when facing wild animals. This work takes the chopping block with traces of animal slaughter as a creative symbol, and does not let the animals themselves appear in concept, and uses virtual methods to give the viewer deep thinking.
pines, bamboos and plums are "three friends who are old and cold". Pines and bamboos do not wither in winter, and plum blossoms are cold-resistant and open, honest, simple, restrained and strong. When heavy snow comes, all flowers will wither, but only they are still full of vitality. There is a large area of blank in the poster screen of "Three Friends in Cold Years", which highlights the theme of fighting corruption and promoting honesty.
2. Color has strong impact and expressive force
Color is an important factor that makes design have visual impact and artistic appeal. It is human nature to feel the beauty of color. The success or failure of an advertising poster depends on the quality of color application to a great extent. Deng Shiru in the Qing Dynasty said: "The sparse place of calligraphy and painting can make the horse go, the secret place does not make the wind leak, and the white is often regarded as black, and the curiosity is out." In the composition of Three Friends of the Cold Year, white is considered as black, and the blank makes the theme more prominent, and the picture is clear and easy to identify and remember. At the same time, the picture with black and white as the keynote has the charm of China traditional ink painting, which is consistent with the theme of clean government in content. The visual effect is improved and the design theme is accurately expressed.
3. Influenced by internationalist style, pay attention to text arrangement
In 1951s, internationalist style was first born in Switzerland and the Federal Republic of Germany. The internationalist style emphasizes functionality, advocates highly sequential and accurate visual communication function, and has highly standardized and rational design characteristics. Internationalism has a profound influence on the whole graphic design including posters, and it is still the mainstream of poster design in various countries until now.
Text is a form of expression, and it is also the main component of print advertisements. It conveys visual information indirectly. In graphic design, text is often used as a graphic to participate in composition, and it is organically combined with other elements to form a whole to serve the content of advertising posters. China's seal script, cursive script, regular script, running script and other fonts also have a high aesthetic value. Regular script is elegant and beautiful, Wei Bei is tenacious and majestic, and cursive script is flowing and bold, which can be used as a foil and foil for poster pictures to create an extraordinary artistic atmosphere.
references:
[1] Wang Shouzhi. History of modern graphic design in the world [M]. Guangdong: New Century Publishing House, 1998.
[2] Baiyun China's old advertisements-the source and flow of poster advertisements [M]. Beijing: China Building Industry Press, 2113.
[3]