Lecture 1: The basic meaning of design

This lecture mainly talks about it from four aspects.

1. The generation and definition of design. 2. Design factors. 3. Implementation of design. 4. Purpose of design.

1. The generation and definition of design.

The design behavior itself can be considered to have emerged with the emergence of human beings. The emergence of stone tools means the beginning of human purposeful and conscious design activities. With the development of society, in some technical industries, when the image is realized as planned, design becomes a conscious planned behavior. It can be inferred from the etymology of the word "design" that the word "design" refers to various ideas and concepts before making an object. Starting from the 18th century, due to the development of the machinery industry, in order to mass-produce daily necessities and printed matter, people must imagine the process of a product from material to completion, so that the image under consideration is exactly the same as the image of the finished product. This can be said This is one of the reasons why the design thinking method came into being.

People consciously used the word "design" during the 1920-1930 period. The English word for design is "design", which evolved from the Latin "designare". At present, from a broad perspective, design refers to plans, that is, plans established with a certain purpose in mind and aimed at achieving it. This kind of conceptual definition covers almost all civilized and creative activities in human history. The conception and creative behavior process it contains has become the connotation and soul of modern design concepts.

From a narrow perspective, design gives certain aesthetic concepts in both conception and behavior. We generally define it this way: Design is a kind of idea and plan, and the image creation process of visualizing this idea and plan through certain means.

2. Design factors - form and function

Form means the appearance of an object. Pure appearance often refers to a performance that makes an object attractive on the surface or conceals its structural defects. The shape of an object is determined by its inherent function, which must be consistent with the internal structure of the object. The internal structure includes the material, structure, function, economy and other factors of the object.

How to deal with the relationship between appearance and internal function? As an appearance, it should be loved and invigorating, while its materials, functions, and structures should serve human beings. of. The two should complement each other and be well combined to carry out design work.

3. Realization of design

Design cannot just stop in imagination or words. Design needs to be concrete and visual, and requires the participation of professionals.

Imagination is different from design. Ideation is the initial stage of design. Only when people's ideas are realized in material or physical form can it be called design. The idea is that everyone can participate. Design is a visual and physical technical field and belongs to the category of professional designers.

The implementation of the design involves three processes.

Conception process - the consciousness of creating things (or products), and the concepts and ideas developed and extended by this consciousness.

Behavior process - the feasibility judgment and formation process that makes the above concepts and ideas become reality and finally form an objective entity (or product).

Realization process - aiming at the most purposeful, practical and economic value throughout the entire design activity, and realizing the comprehensive value that the completed thing (or product) should have.

4. The purpose of design

The purpose of design is to serve mankind.

Design is the use of science and technology to create the objects and environments needed for people's life and work, and to harmonize people and objects, people and the environment, and people and society. Its core is "people".

Lecture 2: Fields and Classifications of Design

If classified according to the purpose of design, design includes visual communication design, product design and environmental design. However, due to different researchers' different standpoints and different understandings of the concept of "design", they present a variety of forms.

The famous Japanese designer Noboru Kawazoe believes that in the corresponding relationship between people, nature, and society, there is visual communication design as a spiritual equipment that connects people and society, and there is a tool equipment that connects people and nature. Product design and environmental design as environmental equipment between society and nature, as shown below:

With the development of modern design and the subdivision and marginalization of disciplines, with the subordinate parts of various fields The independence and perfection of the design field will inevitably produce a richer form of composition in the design field. For example, the CI design system emerged in the 1960s and was gradually improved.

Chapter 2 Plane Composition

Overview of Lecture 1

1. Basic Concept of Plane Composition

"Plane" refers to its The two-dimensional plane characteristics expressed by the shapes used.

"Composition" refers to a modeling concept, which means to recombine several or more units of different forms (including different materials) into a new unit and give it a visual, The concept of mechanics. Simply put, "composition" refers to the way a body is composed. "Plane composition" refers to the decomposition and combination of existing forms (points, lines, surfaces) in a two-dimensional plane according to certain orders and rules to form a combination form of an ideal form.

2. Tools and materials required for plane construction. (omitted)

The second lecture is about the understanding of "form"

1.

2. The relationship between form and shape

① Separation ② Connection ③ Overlapping ④ Subtraction ⑤ Differential overlap ⑥ Coincidence ⑦ Union ⑧ Covering

3. Basic shapes

Usually simple and concise. It is a composite image unit that is repeated or related to each other.

Lecture 3: The constituent elements of form - points, lines, and surfaces

Points, lines, and surfaces are the most basic factors among all modeling elements, and they exist in any modeling design. middle.

1. Point

Point is the basis of all forms, and point is the center of force. The still point has the function of concentrating and solidifying the sight. The continuity of points will produce the feeling of line, the collection of points will produce the feeling of surface, and the different sizes of points will produce the feeling of depth.

2. Lines

Lines are wide, narrow and thick, and have strong expressive power. The shape of the surface is defined by lines, and different lines represent different ideas. The thickness of the line can create a relationship between distance and distance. Lines have strong directionality.

3. Face

The face has length and width, no thickness, and has a certain image. The face is divided into reality and reality. The segmentation of faces will produce different effects. Points, lines, and surfaces can be transformed into each other.

Lecture 4: Skeleton

1. The Concept of Skeleton

Skeleton is an important factor that determines the position, size, and orientation of a body in a planar design. . Simply put, the skeleton is the arrangement of the image. There are two functions of bones: one is to determine the specific position of each unit's basic shape so that there is a certain space and distance between the unit's basic shapes. The second is to divide the entire picture into spatial units of equal or unequal size in order to effectively control the rhythm and direction brought about by the arrangement and combination of shapes.

2. Classification of bones

Regular bones: a form of bone composition based on rigorous mathematical logic. It has the logical beauty of clear division and rationality. Examples: Repeat, Gradient, Emit.

Irregular skeleton: A form of skeleton that is relatively free and has little or no regularity. Examples: approximate, contrast, intensive.

Effective skeleton: refers to those skeletal forms that give the body an accurate spatial position and enable the appearance of the body to be completely controlled by its skeletal lines. (After the picture is completed, the existence of the bone line can be displayed)

Non-functional bones: Bones only determine the position of the basic shape, and do not strictly determine the size of the shape, the space it occupies, and the direction. The bone line does not determine the direction. constitute an independent skeletal unit. (After completion, the skeletal lines will not be displayed on the screen)

Lecture 5: Several expressions of plane composition

1. Gradient: Gradient is a phenomenon with strong regularity. The application of this phenomenon in visual design may produce a strong sense of perspective and space, which is a sequential, regular and rhythmic change.

Including: shape gradient, direction gradient, position gradient, size gradient, color gradient, and bone gradient.

2. Repetition: refers to the same image appearing two or more times in the same design to strengthen the impression, create a regular rhythm and unify the picture, including repetition of basic shapes, shapes Repeat, size repeat, color repeat, texture repeat, direction repeat.

3. Approximation: refers to having the same characteristics in shape, size, color, texture, etc., showing the effect of vivid changes in unity, including shape approximation and bone approximation .

4. Contrast: Combining elements of opposite nature in the composition to form contrast can produce a clear, affirmative, and strong visual effect. Including shape contrast, size contrast, color contrast, texture contrast, position contrast, center of gravity contrast, spatial contrast, virtual and real contrast.

5. Emission: With the center as the visual focus, all images are concentrated toward the center or spread out from the center, sometimes causing optical dynamics or explosive feelings, which have strong visual effects. Including center launch, spiral launch, and concentric launch.

6. Dense: Basic shapes are scattered freely throughout the composition, some are sparse and some are dense. The densest or sparsest place becomes the visual focus of the entire design, creating visual tension on the picture, like a magnetic field. , and has a sense of rhythm. Including the concentration of points, the concentration of lines, the concentration of freedom, crowding and alienation.

7. Unusual: Refers to the fact that the constituent elements deliberately violate the order in an orderly relationship, making a few individual elements stand out to break the regularity. This composition is to break the monotony and achieve a lively effect. Including shape-specific, size-specific, color-specific, direction-specific, and texture-specific.

8. Texture: refers to the texture of the image surface. Visual texture refers to the texture seen by the eyes, which is actually a flat visual pattern. There are many ways to achieve the effect of visual texture. Example: rubbing, spraying, staining, etc.

(Note): This chapter should be matched with a certain amount of homework to deepen understanding.

Chapter 3 Color Composition

Lecture 1: Light and Color

1. About Light

There are two sources of light. That is, natural light and artificial light. The beautiful bands of color produced by the dispersion of natural light are called spectrums.

2. The production of color

The production of color is the result of the effect of light on human vision and brain. It is a kind of visual perception.

Colors can be divided into two types in life: natural colors and humanistic colors. Natural color refers to the color of various things in nature under any light, such as the colors of natural landscapes, animals and plants.

3. Object color and intrinsic color

Usually we call the color of non-luminous objects object color. Inherent color usually refers to the color characteristics of an object under normal white sunlight, which is universal.

4. Categories of Color

Colors are divided into two categories: achromatic and chromatic.

Achromatic color refers to black, white and neutral gray mixed with black and white. Achromatic colors have the same psychological value as colored colors and are symbolic. Black means nothingness, death, silence, determination, etc. White represents illusion, infinity, silence, endless possibilities, etc. Gray is the most passive color, stable and dull...

All colors other than achromatic colors, regardless of their gray color, lightness or darkness, are chromatic.

Lecture 2: Three Elements of Color and Color System

1. Hue

The appearance of color. People give corresponding names to different colors in the visible spectrum, such as red, orange, yellow, green, blue, purple, etc. This is called hue. It is the most striking property of color.

2. Brightness

Refers to the lightness and darkness of the color. In the achromatic system, the highest brightness is white and the lowest is black and white; in the chromatic system, each color has a corresponding brightness. For example, in the hue circle, the highest brightness is yellow and the lowest brightness is purple. Brightness has strong independence among the three elements of color. It can be presented independently through the relationship between black, white and gray without any characteristics of hue.

3. Purity

Refers to the freshness and turbidity of the color. For example, after adding green to white, the purity decreases. The more times the color is mixed, the lower the purity. Purity reflects the inherent variety of the color.

4. Color system

1. Munsell system (Munsell system)

2.P, C, C, S-Japanese color research The color represented.

Lecture 3 Color Mixing

1. Three Primary Colors

1. Primary colors: They are the three most basic colors on the hue circle. There is no color in any of them. It contains ingredients of the other two colors and cannot be mixed with the other two colors.

2. The three primary colors of light

refers to the spectral colors, which are R (vermilion), G (emerald green), and B (blue-violet)

3. The three primary colors of color materials

refers to advertising pigments or painting colors and printing ink colors.

They are magenta (Magenta red), cyan (Cyanine blue), and yellow (Yellow).

The four printing colors are C (cyan), M (magenta), Y (yellow), and K (black).

4. What are secondary colors, complex colors and complementary colors.

Secondary colors: Colors made by mixing any two primary colors, that is, all colors on the hue circle except the three primary colors.

Composite color: a color made by mixing a secondary color with a secondary color or more colors.

Complementary colors: The colors at opposite ends of the hue circle at 180° are called complementary colors.

2. Additive mixing

Refers to the mixing of light. When two or more lights are mixed together, the brightness will increase. The total brightness of the mixed color is equal to the sum of the brightness of the mixed colors. When the three primary colors of light are mixed in a certain ratio, they appear white.

3. Subtractive mixing

Refers to the mixing of color materials. In subtractive mixing, the more colors mixed, the lower the purity and the brightness.

4. Neutral mixing

It is a visual color mixing based on human visual physiological characteristics, and the color light or color materials themselves are not mixed together. Since the brightness of the color mixing effect neither increases nor decreases, but is the average brightness of each color, it is called neutral mixing.

Space mixing is the most common neutral mixing and one of the color matching methods often used in design. When different colors are juxtaposed together, these colors will mix in vision when it is far away from the eye. Due to the effect of spatial distance of this color mixing, we call it spatial mixing.

In printing technology and color TV imaging, the mixing principle is used. In fabrics, the color effect of spatial mixing is also very attractive. Spatial blending is also often used in painting, especially by impressionist painters.

Lecture 4: The psychological effect of color

1. The psychological effect of color

1. The psychological illusion of color

People face Different colors have different psychological feelings, generally including warm and cold, light and heavy, distance, strength and other psychological feelings.

2. Color emotions

Red gives people a warm and lively atmosphere, orange makes people feel soft, yellow shows bright and gorgeous, green shows freshness and tranquility, blue is broad and pure, and purple Noble, mysterious, etc.

Lecture 5: Contrast and Matching of Colors

1. Contrast and Matching of Colors

When different colors are juxtaposed, the difference in hue in comparison is called Color contrast. Generally include complementary color contrast, primary color contrast, secondary color contrast, adjacent color contrast, and similar color contrast.

2. Brightness contrast and color matching

That is, the contrast between the lightness and darkness of colors.

3. Purity (i.e. chroma) contrast and color matching

That is, the contrast reflected in the degree of color freshness and turbidity.

Chapter 4: The formal beauty rules of plane composition

The basic rules of formal beauty originate from the accumulated knowledge in life.

1. Harmony (also known as harmony): The broad explanation is that when judging the relationship between two or more elements, or parts and parts, what each part gives us is an overall coordination. relation.

The narrow interpretation is that unity and contrast are not monotonous and disorganized.

2. Contrast: The two elements with great contrast in quality and quantity are successfully arranged together, making people feel distinct, strong and unified.

3. Symmetry: also called uniformity, including axial symmetry (i.e. left and right symmetry, up and down symmetry) and point symmetry (i.e. center symmetry, up and down, left and right symmetry at the same time).

4. Balance: Balance in design refers to the balance that acts on visual judgment based on the image volume, size, weight, color and material distribution. The balanced composition is dynamic.

5. Proportion: the quantitative relationship between parts and parts, and between parts and the whole.

6. Rhythm (called repetition in some books): This term with a sense of time refers to the sense of movement produced when the same element is repeated continuously in the composition design.

7. Rhythm (also called rhythm): refers to the arrangement of regularly changing images or color groups in the composition in numerical and equal ratios to produce the melody of music and poetry.

(Note: The focus is to require students to use the rules of formal beauty to analyze, explain, and judge the beauty of various visual images in society).

Chapter 5 Basics of Text Design

The first lecture on text design

1. The concept and significance of text design

Text Design Including the modeling, writing, and performance of various characters, or their techniques and the characters they represent. Typography is an important factor in graphic design. Specifically, text design is about exploring the theory and technology of text modeling, it is the study of text. Specially designed courses in lettering, stippling, lettering, interlining and layout. Text design is a composition technology that improves the visual effect and beautiful layout of advertising copy. The purpose of text design is to obtain the highest communication effect of the advertising screen.

2. Chinese and Western calligraphy and text design

Text design is an applied art design and is different from freehand writing. However, if you do not have a systematic understanding of Chinese and Western calligraphy, when designing fonts, It is inevitable to integrate them and apply them flexibly.

We should inherit the essence of Chinese calligraphy, apply Chinese calligraphy to text design, and carry forward its unique charm.

3. Text and design expressed in calligraphy

Chinese calligraphy usually has four styles: "zhengcao, lizhuan".

Chinese fonts have evolved from pure paintings to line symbols, and can be roughly divided into six types. Ancient Chinese, seal script, official script, cursive script, regular script (regular script), and running script.

The second lecture on modern printing fonts

1. Font size specifications

The current common writing systems in China include American "point" (point) and There are two types of Chinese "Hao".

2. Several types of printing fonts commonly used today

1. Song style: thin horizontally and thick vertically, with decorative corners on the right side of the horizontal strokes and at the horizontal and vertical corners. Uniform, beautiful and elegant. It is mostly used for text design of promotional printed matter.

2. Bold type: horizontal and vertical strokes of the same width, square head and square tail, dignified and stable, without leaving any corners at the corners. Rich, steady, solemn and eye-catching. Suitable for writing large titles, street signs, etc.

3. Imitation Song font: A woodcut font invented by Bi Sheng during the reign of Emperor Renzong of the Song Dynasty and used for movable type printing. It is characterized by its rectangular shape, horizontal strokes slightly moving to the upper right, little difference between the horizontal and vertical strokes, and the ups and downs of the brush at the ends of the strokes, which is full of elegance. It is suitable for short articles, prefaces, postscripts, catalogs, instructions, especially vertical layout plans, which have a literary and artistic flavor.

4. Regular script: Strong handwriting, moderate thickness, clear strokes, and high legibility. It is mostly used in printing designs such as textbooks, letters, and announcements.

3. English fonts

1. Structure and characteristics of English fonts

(1) Uppercase and lowercase English letters

(2 ) Writing structure of English letters

(3) Structural characteristics of English letters

2. Types of English fonts

(1) Isoline fonts

(2) Writing fonts

(3) Variation fonts

(4) Optical fonts

3. English fonts and Arabic numerals

Different English fonts have their corresponding Arabic numerals and punctuation marks.

4. Text spacing and arrangement

Chapter 6 Logo Design

Lecture 1: The Definition and Function of Trademarks

1. Definition

Trademark is a symbol through which the origin of goods, services, and companies can be identified, making it an important means to ensure quality, establish the image of the company and goods, and enhance consumer confidence. One, whose ultimate purpose is to help boost sales.

2. Function

1. Attractive and easy to understand, so that customers can remember it, thereby achieving the purpose of conveying information.

2. Enable sellers and customers to identify products through trademarks - that is, trademarks are representative of enterprises and products.

3. Trademarks are proof of the quality and reputation of an enterprise’s products and services.

4. Trademarks play the role of safeguarding enterprise production and technology patents.

5. By registering a trademark, goods and businesses are legally protected.

6. Play the role of promoting and beautifying products.

7. Establish and improve the visibility of the company.

Second lecture on key points of trademark design

1. Function first, the principle of form serving function

2. Simplicity and distinctiveness

3. Generalization

4. Vivid and contagious

Lecture 3: Elements of Trademark Design

A complete modern logo should consist of the following It consists of three parts: 1. Logo graphic (Mark or Trade Mark); 2. The company or product name font represented by the logo (Logo or Logotype); 3. The fixed color and fixed combination of the logo image and font (Mark and Logo) Visual identity (VI for short).

1. Logo (font)

1. Definition: It is composed of two or more letters, often forming a short word, or an unchangeable whole.

2. The new trend of logo design in the national system;

a. Keep the font of the company name as short as possible;

b. Combine the logo image and the logo into one Overall;

c. Use the abbreviated initials of the company name as the logo. Example: IBM (International Business Machines)

Chapter 7 Packaging Design

Lecture 1 Overview of Packaging Design

1. Development of Packaging Design

Packaging is a bridge between producers and consumers. In the past, packaging was only used as a measure to protect products from damage during transportation and storage; now, whether the appearance of the packaging can directly capture the attention of consumers is directly related to the sales of the product.

2. Basic requirements for product packaging

Packaging is a tool that can be brought to customers and consumers to keep their products in good condition. In order to achieve its commercial functions, it must meet the following requirements: < /p>

a. The packaging must be able to accommodate the product;

b. The packaging must be able to protect the product;

c. The packaging must be able to clearly express the contents;

d. Packaging costs need to be rationalized;

e. Packaging needs to be able to promote products;

f. Packaging visuals need to be integrated;

g. Packaging must be able to save natural resources;

h. Packaging must be able to not damage the ecological environment;

i. Packaging must be able to facilitate transportation and cooperate with other warehousing.

Lecture 2: Packaging design positioning

1. What is positioning.

Positioning refers to a specific position of a certain brand's products in the minds of consumers. The positioning of packaging requires conveying accurate product information to consumers, giving it a distinctive and unique product impression.

2. Three positionings of packaging design.

1. Manufacturer positioning: Indicate who produces the product and what is the trademark?

2. Product positioning: It should clearly reflect what is in the package, its characteristics, Properties, usage.

3. Consumer positioning: Make it clear who the product is produced for.

3. Issues that should be considered when designing packaging.

1. In terms of consumer targets, what kind of packaging is attractive to "them"? Understand the target. Consumers’ culture, religion, politics, factors, living standards, living habits, etc.

2. In terms of sales market, understand the proportion of the product in the market, the situation of competitors and relevant market legal regulations, and the development trend of existing packaging design?

3 .On the manufacturer's side, it is necessary to understand the manufacturer's position in the market where his products are sold, as well as his position among competitors.

Lecture 3: The use of text, pictures, logos and colors in packaging design

1. Text: Learn how to write various fonts and understand different styles of fonts. Clear narrative, concise language, and accurate grammar are required.

2. Pictures: The theme is clear, can fully display the color and texture of the product, and can match the text.

3. Logo: easy to recognize and remember, has a sense of connection with the product, is standardized and has national characteristics.

4. Color: Emphasize color blocks, line combinations, emphasize the sense of form, and use primary colors.

Chapter 8 Advertising Creation

1. Master the key elements in print advertising plans:

a. Headline (head-lines);

b. Sub-heads;

c. Body copy;

d. Brief description (captions);

e. Wireframe (boxes and panels);

f. Standard font (logotypes);

g. Slogan (slogan)

h. Icons (seals) and signals (signatures)

2. Functions and functions of advertising titles

The main function of advertising titles is to obtain an instant impression effect. Its specific functions can be summarized into the following four points:

1. Attract readers’ attention:

2. Select promising consumers from readers;

3. Introduce readers to the main copy;

4. Promote consumers’ desire to buy immediately;

3. Classification of advertising titles

1. Direct titles

2. Indirect titles

3. Compound titles

Chapter 9 Layout Design and Arrangement

The first lesson on arrangement Definition and Purpose

1. Definition

Arrangement is the visual arrangement and arrangement of text, illustrations, photos, patterns, symbols and other graphic elements to make it a unique Composition technology for maximum appeal effect.

2. The purpose of arrangement

1. To improve the psychological contact effect between consumers and advertising content.

2. Perform the best graphic processing (graphic design) on various elements to achieve the best visual perception.

Lecture 2: Points to note in layout design and arrangement

1. Enhance visual effects.

2. Improve the visibility and readability of text.

3. Visually have a sense of unity.

4. Pay attention to the way the product is expressed.

5. The design should be fresh, clear and personal.

Lecture 3: The design sequence of advertising arrangement

Generally, it can be summarized as follows: 1. Determine the proportion of various elements according to the intention of advertising creation. ②Consider the advertising layout and choose the layout content. ③Determine the appropriate position of the advertising theme in the layout. ④ Consider the relationship between the advertising copy and the advertising theme. Determine its appropriate location. ⑤Determine the composition form. ⑥Consider whether each factor conforms to people's normal visual process, that is, from left to right, from top to bottom. ⑦Adjust the position and layout of illustrations (word size, ordering, between words, between lines, etc.)

The fourth lecture is the basic form of advertising layout

This lecture can combine the advantages and disadvantages The advertising design works are used as examples to analyze and evaluate. The basic forms of general advertising layout are: upright, oblique, horizontal, cross, parallel, emissive, circular, S-shaped, contrasting, scattered, etc.

A successful layout design should also pay attention to the issues of screen blanks and visual inducement.

(Note): Through the study of the content of this chapter, students are required to be able to combine specific advertising copy to make excellent layout design in a certain size of page