1. Definition: Characters are conventional symbols. The change of character form does not affect the message itself, but affects the effect of message delivery. Therefore, it is necessary to study and design the size, stroke structure, arrangement and even color of the characters by using the laws of visual aesthetics and combining the meaning and purpose of the characters themselves, so as to make them have perceptual or rational expression and beautiful modeling suitable for conveying the content, effectively convey the deep meaning and connotation of the characters and give full play to the better information transmission effect. This is font design.
2. Classification: Font design mainly includes Chinese font design and western font design. Design fonts include variants, decorative styles, calligraphy styles and so on.
3. Font design is widely used in logo design, advertising window, packaging, book binding and other designs. Usually, it needs to cooperate closely with other visual communication elements such as signs and illustrations to achieve perfect design effect and play an efficient communication role.
(2) Logo design
1, definition: As a symbol of mass communication, it is more and more widely used in all aspects of social life and occupies an extremely important position in visual communication design because of its stronger visual information transmission function than text symbols.
2. Logo design must be concise, easy for the public to identify, understand and remember, emphasizing the centralized transmission of information and paying attention to pleasing artistry.
3. Design techniques: figurative method, abstract method, literal method and comprehensive method.
(3) Illustration design
1. Definition: Illustration refers to illustrations or charts. Illustration, as a design element, not only has the function of supplementary explanation; Because of its striking shape and color, it plays a role in conveying the information of the visual center. Illustrations have a stronger and more intuitive visual communication effect than words and symbols. As one of the elements of visual communication design, illustration design is widely used in advertising, arrangement, packaging, display and film and television design. Illustration design is different from general painting, photography and video recording. It is bound by the content and purpose of the specified information, but it is completely free in expression, realism and skills.
2. Illustration design must choose corresponding forms and styles according to different information, media and objects.
(4) Layout design?
1. Definition: Layout design, that is, editing and typesetting design, or layout design, refers to the design that combines visual elements such as words, signs and illustrations.
2. Purpose: The purpose is to make the overall visual effect of the layout beautiful and easy to read, so as to arouse the interest of watching and reading, facilitate reading and understanding, and achieve the best effect of information transmission.
3. Classification: It mainly includes book binding design, film and television graphic design of all printed materials such as books, newspapers and picture albums. When advertising information content is arranged, it belongs to advertising design; When the layout of packaging is arranged, it belongs to packaging design. 4. Text editing, graphic design and graphic design are the three elements of layout design.
(5) Advertising design
1. Definition: Advertising in a broad sense includes not only commercial advertisements for profit, but also social public service advertisements for non-profit, as well as government announcements, various notices and statements. As a visual communication design, advertising design is a design that uses visual symbols to convey advertising information.
2. Advertising has five elements: the sender of advertising information (advertiser), advertising information, information receiver, advertising media and advertising target. Advertising design is to design the advertiser's advertising information into visual symbols (or combined with other symbols) that are easy for the receiver to perceive and understand, such as words, symbols, illustrations, actions (and sounds) and so on. , and through various media (or multimedia) to the recipient, in order to achieve the advertising purpose of influencing their attitude and behavior.
3. Classification: According to different media, advertising design can be divided into print advertising design, film and television advertising design, outdoor advertising design, window advertising design, gift advertising design and online advertising design.
4. Commercial advertising design: First of all, through scientific and sufficient market research and analysis, we should formulate targeted advertising objectives and programs, take design as the guide, and avoid blind design of so-called artistic expression based on subjective imagination and personal preferences.
5.CI design: it is a new form in the field of advertising design. Generally speaking, in order to create an ideal business environment, all the media that show the existence of an enterprise, such as advertising materials, products, packaging, brochures, buildings, vehicles, stationery, business cards, office supplies and even account books, are designed with corporate logo, standardized words and standardized colors as the center for visual unity, thus establishing a distinct corporate image, enhancing the cohesion of employees and improving the social visibility of enterprises.
(6) Packaging design
1. Definition: Packaging design refers to the design of the structure and appearance of finished containers and other packages. Packaging decoration design is an important part of visual communication design.
2. Classification: Packaging can be divided into two categories: industrial packaging and commercial packaging. Packaging has the functions of protecting products, promoting sales, facilitating use and improving value. Industrial packaging design focuses on protection, while commercial packaging design focuses on promotion.
3. Excellent packaging design can improve the value of goods and induce the purchase desire of target consumers. Moreover, with the popularization and development of supermarket circulation mechanism, customers choose to shop independently, and the visual charm of commodity packaging design has become an important factor to promote purchase.
4. Packaging design must also be based on market research, positioning from three aspects: commodity producers, commodities and sales targets, selecting suitable packaging materials, designing the packaging structure first, and then displaying it through the arrangement and design of visual elements such as words, signs and images according to the appearance layout provided by the packaging structure, so as to ensure that the information content is fully accurate, the appearance image is eye-catching and pleasing to the eye, and it is full of brand personality characteristics.
(7) Display design
1. Definition: Exhibition design, or exhibition design, refers to the design of arranging and displaying specific items according to specific themes and purposes. It is a space design form for the purpose of information transmission, including museums, science and technology museums, art galleries, World Expo, Canton Fair and various exhibitions. The inside and outside windows, stalls and shelves of shopping malls also belong to display design.
2. Exhibition design includes four elements: things, places, people and time. Successful exhibition design must be based on the comprehensive treatment of these four elements. We must make full use of new technologies and achievements such as forms, colors, materials, lights, sounds, text illustrations, images and models, and fully mobilize all the perceptual abilities of the audience, such as sight, hearing, touch and even smell and taste, so as to form an interactive exchange between "people" and "things". In addition, the length of exhibition time, the visual position of exhibits, the movement of people, the movement of sight, the setting of excitement and the age, gender, interest and occupation of the audience should be fully considered to design the exhibition venue into an ideal information transmission environment.
(8) film and television design?
1, definition: film and television design refers to the design of film and television images and sounds and their development and changes in a certain time dimension, so that specific information can be conveyed to information recipients more vividly, vividly, quickly and accurately by means of film and television communication technology.
2. Film and television design belongs to multimedia design, which integrates visual and auditory symbols for four-dimensional information transmission.
3, film and television design, including film design and television design, all kinds of film and television programs, cartoons, commercials, subtitles and other designs. Since the introduction of CAD and laser production technology, the audio-visual effect of film and television design is better and more exciting, the information transmission is more efficient and the influence is more extensive.