Graphic Creativity In Design Front

　　 Graphical It can be understood as everything except photography. Graphics, with its unique phenomenal power, display unique visual charm in the layout. Figure is an important material to form advertising character and improve visual attention in plane elements. Graphics can sublime the effect of advertising. Graphics occupy an important layout, and some even the entire layout. Graphics often attract people's attention and stimulate interest in reading. Graphics give people a better visual impression than words and use graphic symbols rationally.

1, graphic design language

As the language of design, graphics should be clearly stated. In handling, we must grasp the main characteristics and pay attention to the details of key parts. Otherwise, it will be a great loss. Apples, tomatoes, oranges and so on are similar in size, but in fact they are very different, so they have to live in different characteristics.

The graphic expression of creativity is to give full play to imaginative thinking and creativity through visualization and systematic analysis of the center of creativity, visualizing and visualizing imagination and ideation. This is the last step and the key link of creativity. From how to analyze, how to think and how to behave. Due to the unique social work and language of human beings, human consciousness activities have reached a high level of development. Human thinking is a starting from the appearance of cognition, and then the concept is recorded in the brain to form a concept. Then, the concepts derived from real life experience are generalized and fixed, and the objects and processes in the external world and even their own thinking world generate their corresponding images in the brain. These effects are separated from direct external relations and remain and operate independently of thinking. These impressions are based on narrow language, and they are expressed as visual language, body movements, music and other generalized languages.

The graphics of "strange", "different" and "weird" are not the goals pursued by the designers. The simple, easy to understand and concise graphic language is the necessary condition to achieve strong visual impact, so that the public can understand, understand and memorizing the theme of advertisements.

In certain artistic philosophy and visual principles, creativity has been through thousands of years of imagination and artistic creation. As a complex and witty thinking activity, in the current graphic creativity and advertising design, it appears in visual form and has some creative form.

2. The essential connection between graphic design and symbols.

Graphics itself is a symbol image in visual space design. It is a more direct and accurate communication medium in the process of visual communication. It plays an important role in communicating people with culture and information. In graphic design, the application of semiotics affects the tabular thinking of graphic design. It is precisely because of its existence that the information of plane graphic design is conveyed more scientifically and accurately, and the way of expression is more colorful.

Ai Ke, a famous semiotic scholar, put forward the idea of defining symbols as any such thing. According to established social habits, it can be regarded as something representing other things -- a symbol X, which is not representative of Y. The idiom "wild goose mud claws" vividly and accurately represents the concept of symbols, and the paw prints left by swans in swamp and snow fields make people know the fact that there has been a swan goose passing through here, and can infer the information of the swan goose size and so on. The paw print is marked X, while the swan goose is not in Y. Semiotics is the science of studying the laws of signs.

In the racing arena, the designers painted the black and yellow stripes on the walls of the turning points to remind drivers to concentrate on accidents. This is because whenever people see the stripes of black and yellow, they are unconsciously producing fear and vigilance. This feeling does not only come from the visual characteristics of the colors themselves, but also related to the association of black and yellow stripes to animals that may bring danger to humans, such as tigers or bees. People's fear and vigilance on such pictures are the continuation of the fear and vigilance of tiger or bee in people's common life experience. The same green often makes people feel relaxed and joyful, as if they are in dense bushes and fresh air, and life can grow healthily in natural environment. Therefore, green is used more in medicine, environmental protection, and other aspects of the design field of life.

Graphic design itself is the way of expression of symbols. Designers use it to convey their thinking process and conclusion to the audience, to achieve the purpose of guidance or persuasion; in other words, the audience is also through the designer's work, with their own experience to confirm, and ultimately understand the designer's feelings and feelings expressed. Obviously, as graphic design works of intermediate media, it acts as designer's ideological and emotional symbols, and whether the information expressed by this sign can be accurately, quickly and effectively accepted and recognized by the viewer becomes the symbol of the success of the design work. This is precisely determined by the accuracy and validity of the selection, combination, transformation and regeneration of graphic symbols in the thinking process of designers. It can be said that symbols are tools for expressing thoughts and feelings. The old saying that "workers want to do well in their work must first benefit their devices".

As early as in the spring and Autumn period and the Warring States period, the famous thinker of China has pointed out in his book "the outer chapter" that "the speaker is so concerned about it, so proud of it and forget it". That is, there is a relationship between the representation and the object in language and things. Language is the representation of things, things are the representations of language, the task of language is the transmission of information, and the role of language is the medium of conveying information. Symbols are things that represent or indicate something by means of certain media.

In fact, it is a process of symbolizing the world. Thinking is nothing more than a process of selecting, combining, transforming and reproducing symbols. Therefore, we can say that people are thinking by symbols, symbols are the main body of thinking. Graphic design is the purpose of information transmission. In the two-dimensional space, the planning of the position, proportion and relationship of the font is undoubtedly a process of thinking, but at the same time, it is not a normal thinking process.

Three types and levels of symbols

From the perspective of the relationship between symbol and its referential object, that is, its direction and related things or fields, it is generally believed that the following three different types of symbols can be distinguished in the field of symbolic theory, and three levels of symbols.

Image symbol (ICON) image symbols are made by simulating objects or resemblance to objects. A portrait is someone's image symbol. People have intuitive perception of it and can be identified by image similarity.

The indicator sign (INDEX) is causal or spatiotemporal associated with the object referred to. Signs, such as signs, are symbols for roads, and doors are signs for building exits.

There is no necessary or intrinsic connection between the SYMBOL symbol and the object it refers to. It is the result of the established convention. The object it refers to and the acquisition of its meaning are derived from the association set by the feelings of a long time and many individuals, that is, social customs. For example, red represents revolution, and peach is a symbol of longevity in the eyes of Chinese.

Page layout design itself is the way of expression of symbols. Designers use it to convey their thinking process and conclusion to the audience, so as to achieve the purpose of guidance or persuasion. In other words, the audience also confirms their own experience through the works of designers, and ultimately understand the thoughts and feelings that designers want to express. Obviously, as graphic design works of intermediate media, it acts as designer's ideological and emotional symbols, and whether the information expressed by this sign can be accurately, quickly and effectively accepted and recognized by the viewer becomes the symbol of the success of the design work. This is precisely determined by the accuracy and validity of the selection, combination, transformation and regeneration of graphic symbols in the thinking process of designers. It can be said that symbols are tools for expressing thoughts and feelings. The old saying that "workers want to do well in their work must first benefit their devices".

Grasping the variable thinking of symbols is a category of time and space.

As a narrow sense of personal thinking, it has the same long life and the exploration of different living spaces. As a broader thinking activity of human society, it has a general sense of eternity and applicability to all spaces involved. As the main body of thinking, symbols change in time and space.

A. different time and space, so that a specific symbol has different references.

 
A large quantity of hieroglyphs inscribed on the bones of the large tortoise shells unearthed at the Shang Dynasty ruins are known as oracle bones. This is the earliest written language in our country. These words were used to record the results of divination, that is, to record the symbols of events. With the passage of time, thousands of years later, in addition to archaeological workers' eyes, they retain the characteristics of event symbols. In the vast majority of people's minds, these difficult to identify words have become the symbols of that era thousands of years ago. In a large number of graphic design works, the appearance of oracle bone appears repeatedly, and the message it conveys is no longer the result of the ancients asking fate, but has been transformed into the people's reflection on that era, where these words have become the glory of thousands of years of Chinese civilization.

"Character" is an ancient charm, talisman or religious symbol. It is usually regarded as a symbol of fire or sun, and it has appeared in many countries and regions. In China and other Asian countries, "Jiao" is a Buddhist symbol, meaning "auspicious collection" in Sanskrit. It is regarded as a symbol of "good luck" in Shakya Muni's bosom.

B. different time and space, different symbols refer to the same thing.

Our society is experiencing more and more rapid changes. The changing time and space give new meaning to things, and things are constantly changing to represent its symbols to adapt to its new meaning. People who live in such a changing time and space are also changing their cognition of things. There will be differences in the images and symbols established in the brain. Fashion, perhaps the fastest changing thing in society, varies every year, every month and even every day. Symbols that represent fashion are constantly changing and changing.

In 2002, the shape of rabbit was popular in Beijing. It conquered the audience with its wonderful plot and stunning visual effects. Many friends will ask each other when they meet each other, "have you seen the rabbit?" undoubtedly, watching such an animation is a fashion expression. It has become one of the symbols of "fashion". Nowadays, many businessmen in the market have been inspired by this cartoon and created a group of images that resemble the characters in the movie. The goal is to convey to the audience that buying and using such products is just like the fashion behavior of watching cartoons and rabbits. It is one of the ways of life that you always grasp the fashion pulse.

There is nothing wrong with the relationship between symbols and human civilization so complicated and so basic. Symbols are related to human knowledge and the whole field of life. It is a universal tool in the human world, just like physical movement in nature.

3, graphic graphic design and text interlinked.

One of the representatives of sports, Mr. Yu said, "font should be graphic elements. Font graphics is a highly unified form and content.

The graphic characteristics of characters have always been the creative materials for designers. China has always attached great importance to calligraphy and painting. The text itself has the beauty of graphics and reaches the realm of art. The Oracle script began in ancient times. Up to now, the character structure still accords with the principle of graphic aesthetics. Words in the world are nothing more than images and symbols. Therefore, it is a piece of cake to find out the elements that can form graphics from the text.

Graphic characters are based on Chinese characters that have been developing for thousands of years. Using the products of modern social development as the material of creation, and using this creativity to express some behaviors in modern society. Create a modern atmosphere that makes the text creative and modern. Not only in form but also in content, the content to be further deepened is an imaginary graphic text. In the beginning of creation, I searched for the most expressive creative material in modern times. I started from the glyph, and studied many characters' glyph and frame structure. From the realistic visual life, we find the most easily expressed and understood behavior symbol "." So I look around to "go" to find all kinds of words related to it, which are similar in structure, extensibility and limitation in language, and the new structure gives the specific meaning of this Chinese character.

Text and graphics are the dots, lines, and surfaces in which text is the most basic unit. Make it part of the layout, and even achieve a unique layout form.

The idea of imaginary graphic creation of Chinese characters is derived from the idea of graphic creativity. It is to treat words as a kind of graphics, and add the connotation of their own characters to the extension of the meaning of graphic changes. But there is a difference between this graphic text and the original text and graphics. The former is graphics while the latter is text. Text is evolved on the basis of primitive graphics. Modern characters and graphics are developed and changed on the basis of the existing characters. They have deeper cultural connotations and new forms of expression than the original graphic characters. Pictographs are only a recognition of the surface shape of objects, but a simple linguistic symbol of conveying information, which is generated in the specific environment at that time, and is not called text. Moreover, the development of modern Chinese characters has been relatively systematic, relatively complete, unified and standardized. The creative imagery of Chinese characters is based on the re creation of graphics, making use of the product of modern social development, the modern symbols of elements, the re graphical and recreativity of Chinese characters, so that people can imagine the meaning of change after they are familiar with the existing Chinese characters, that is, the concept of "old words and new ideas".

Text occupies a dominant position in the elements of print advertisement, and is only next to graphics in vision. When writing the text, 1) the area of the text in the advertisement is to arrange the area according to the number and content of the text unit. By changing the size of the text, the text can form an unequal combination of size and area, so that the flexible part, line and surface layout of the text in the picture can be achieved, thus creating a compact and comfortable effect for the layout of the page. It can reduce the burden of readers' reading and increase interest in reading, and it can also create rhythm, rhythm and visual impact on the layout of advertisement layout. 2) Choreography should also pay attention to the literal effect of the text itself. In the composition of the pictorial picture, different key words are displayed in different fonts, which are commonly used in design. But too many pictures appear unpeaceful, too few fonts and lack of necessary anger. The amount of font often implies the core of advertising content.

The combination of graphic symbols and characters form a new concept of the word, which reduces the connotation of the word itself, endows it with a specific meaning, or re interprets its literal meaning; handles the characters graphically, treats the shape of the characters as images, regards the meaning of words as the fundamental guiding ideology of creativity, expands the meaning by means of deformation, and restricts the metamorphosis of the form with the intention, and carries out the imagery processing of the text.

Long Island Aquarium is a modern aquarium supplies company. The company's logo is designed by Cai Yongyao, a designer. Because the aquarium company, so the basic shape of the logo will be considered as "fish" modeling; and because the enterprise is a modern enterprise, so the designer uses the first letter of the company name "L".

In terms of Chinese character design and creativity, we must make sure that the conception is in place, accurate, and can not affect the main body image of the Chinese character itself, nor can it be misled. The designer must grasp the emphasis of the creative design and emphasize the understanding and design of the literal meaning. It includes two important aspects:

1) it is based on the meaning and structure of the text to plot and psychological layout.

2) the creative design of Chinese characters must attach importance to the formation of a special national psychology in the process of long-term use of Chinese characters. The latter is the focal point of the redesign of Chinese character creativity, which enables designers to communicate with the viewer's mind and integrate the sound, form and meaning of Chinese characters.

4, the performance of graphics in advertising works

The fact that people are exposed to advertisements and can leave a deep impression depends largely on whether the performance of graphics in advertising works can catch consumers and arouse consumers' sympathy. Relative to text, graphics have dynamic elements. Consider from three aspects:

1) the number of graphics should be fewer and more precise. For most advertising works, the effect of the use of graphics is absolutely different. The one or two images with high quality and sharp images highlight the theme with one stroke. They can be ten while the visual impact produced by more than two graphics is relatively weakened.

2) the area of graphics depends on the importance of graphics. Large areas of graphics are often used to render the atmosphere and produce strong impact. In particular, large outdoor advertising posters need vivid images to catch the eyes of readers, so as to achieve instant messaging purposes. Small area pictures are used to help and deepen the impression of readers. Mailing advertisements, newspaper advertisements, because their readers have plenty of time to read advertisements, their graphic parts can be relatively weakened, and words are strengthened.

3) according to people's habits and emotional factors, readers' feelings about advertisements directly affect the effect of advertisements.

In short, plane figures. Design The purpose is to communicate with people. As designers, learning and using semiotics tools will make the design more effective. Design, as a media for conveying ideas, is itself a symbol, and design is made up of symbolic elements. The designer selects, combines, converts and regenerates these elements successfully, and collects them into symbols that refer to his own thoughts, and becomes a symbol of his own recognition with the audience. He combines the graphic symbols with the characters to form a new concept of the word, reduces the connotation of the word itself, endows it with a specific meaning, or re interprets its literal meaning; handles the characters graphically, treats the form of the text as an image, regards the meaning of the text as the fundamental guiding ideology of the creativity, expands the meaning by means of deformation, and restricts the transformation of the form with the intention, and carries out the imagery processing of the text. This is the real formation of communication, the accurate and complete transmission of information, and the design of this thinking process is complete.