The role and expression techniques of graphic creativity in graphic advertising design

Graphic creativity is when designers use unique expression methods and creative design graphics to accurately express the theme and connotation of the design work. Artistic techniques transform language into a graphic design process. The visual center in advertising design is graphic creativity. Its principle is to spread information and use novel forms and methods to illustrate information content, attract people's attention with original pictures, and leave a deep impression on people. Modern people's aesthetic awareness is getting higher and higher, and they pay more and more attention to the performance and application of graphic creativity in graphic advertising design. Therefore, analyzing and exploring the application of graphic creativity in graphic advertising design has extremely far-reaching significance for the development of graphic advertising design.

1. The meaning and characteristics of graphic creativity

1. The meaning of graphic creativity

Graphics are pictorial marks, illustrative pictorial images, and dissemination of information. an effective visual form. Creativity is the creation of new ideas, the pursuit of novelty, and the pursuit of unique ideas, ideas and concepts.

Creative graphics are created by designers, using unique expression methods and creative design graphics to accurately express the theme of the design work, using artistic techniques to transform language into graphics design process, and be able to Graphics that reflect a sense of innovation. Its underlying principle is the dissemination of information, preceded by creative thinking to convey its message content in unique and innovative ways. At the same time, creative graphics are also a breakthrough from traditional graphics. Designers use a variety of methods to innovate graphics, so that graphics can present new meanings and meet the aesthetic requirements of modern people. They are the crystallization of designers' wisdom.

2. Characteristics of graphic creativity

Graphics are a visual form that conveys information to people, and the content image is embodied in the form of art. Graphic creativity occupies a very important position in graphic design, and it is also a very important form of expression. It is different from other two-dimensional designs. Its emotional expression needs to be carried out under the control of a certain kind of thought to arouse people. The emotion screams.

(1) Accurately conveying information is the core of graphic design. The visual expression of graphics is to convey corresponding information around the design of graphics. Excellent designers will choose appropriate angles and use their own graphic creativity to express their views on things, thereby achieving the purpose of information dissemination and allowing the audience to watch the graphics. while accepting the information conveyed by the graphics.

(2) Has a unique visual experience. Excellent designers will start from a unique perspective, and on the basis of accurately expressing information, graphics must be novel, distinctive, and personalized to attract people's attention, bring people a different visual experience, and strengthen people's understanding of graphics. impression.

(3) It has certain limitations. Due to differences in people's living environments, cultural education, and habits, their feelings about advertising design are also different. Therefore, designers must carefully consider the various situations of the target objects when creating graphics, so that they can adapt to the psychology of various target objects. Only in this way can you stand out among the vast amount of visual information.

2. The role of graphic creativity in graphic advertising design

The soul of graphic advertising design is graphic creativity, which plays a decisive role in graphic design. Graphic creativity can convey visual information very vividly and communicate with artistic ideas. At the same time, novel creative graphics are used to convey the theme connotation that the designer wants to express, and ultimately form effective communication with consumers [1]. In today's information age, most people lack a certain amount of patience for textual reading, and graphic creativity has the characteristics of clear introduction and effective transmission of information, which enhances the interest of graphic creativity in print advertising design and meets the aesthetic needs of modern people. In addition, Graphic creativity plays an irreplaceable role in deepening people's deep impression of the advertising theme. The role of graphic creativity mainly reflects the following two aspects:

(1) Graphic creativity can attract people’s attention. According to scientific research, people receive more than 90% of the information through their visual organs, so visual images are more impactful than other forms. Print advertising is different from television and the Internet in that it conveys information in a two-dimensional space. Therefore, graphic creativity is more intuitive than text and can attract people's attention.

(2) Graphic creativity can convey information intuitively and accurately. In graphic advertising design, graphic creativity bears the important task of attracting people's attention and accurately conveying information, and can resonate with the audience. In today's fast-paced information age, most people do not have enough time and patience to read text. Therefore, graphic creativity allows people to clearly understand the information conveyed by the advertisement through its own intuitiveness, interest and vividness, and also enables people to form a profound memory of the advertisement. Therefore, applying graphic creativity in print advertising can achieve better advertising effects and at the same time achieve its marketing purpose.

3. Expression techniques of graphic creativity in graphic advertising design

People’s first understanding of a graphic advertisement is perceptual knowledge, and graphics are the main source of perceptual knowledge. What we usually call graphic creativity is that graphics give people emotional stimulation and pleasure, giving people the deepest initial impression. Therefore, the key point for print advertising to attract people's attention is to make full, clever and vivid use of graphics. Graphics should catch people's attention in an instant, and the focus is on creativity. Although graphic creativity is ever-changing, it ultimately comes from life and there is still evidence to follow. Common expression methods are as follows:

1. Isomorphic graphics

Isomorphic graphics are created after the designer’s bold imagination. They are not generated out of thin air. They are created by the designer. In creation, through reasonable logical thinking, two or more objects that have no superficial connection but internal connection are combined to create a new image. Isomorphic graphics require that the new image after combination should give people a harmonious and natural feeling. It can make the viewer have rich imagination and express profound connotations. For example, in the magazine cover designed by Andrew Francois, the image of a man and a woman on his head are cleverly combined. The curled shape of the woman's body just forms part of the man's head. This combination is no longer ordinary. The reproduction of the human body or objects makes use of the uniqueness of the respective objects to combine the two into one, giving people a feeling of intimacy, simplicity and humor. In addition, the poster "Man and Nature" designed by Chen Hong shows an isomorphic combination of a graceful woman, the tail of a whale, and the logo, which perfectly combines people, fish, and logos. The tail of the whale becomes the dividing line between a woman's swimming trunks and the human body. If the mark is in the middle, it becomes the navel of a woman's body. This artistic treatment and clever combination of shapes not only give people a beautiful aesthetic feeling, but also make the public feel closer to nature. These are all manifestations of isomorphic graphics in works.

2. Biographical graphics

Biographic graphics is a unique formal language that uses the most available space and shape through creative expressions. Design elements such as lines and lines are used to create using the similarity of shapes. The same space allows two or more images to enjoy together, making them interdependent, so that one image can be vividly and skillfully integrated into another form, thus Become a part of the other person's whole, forming a complete body.

In natural graphics, whether they are all functions, partial functions or only line functions, they are just new products of designers' imagination and exaggeration. It seeks magic in the ordinary, reasonableness in the unreasonable, and normality in the abnormal, giving people a unique and novel feeling [2]. For example, in Rubin's "Strange Cup", the figure and the bottom are opposite and complementary. The negative image of the cup is the profile of two faces, that is, the shape of the two faces and the shape of the cup use their outlines to show their creativity. The beauty conveys the consciousness of harmony and integration of all things.

3. Positive and negative graphics

Positive and negative graphics refer to the interdependence and borrowing between positive and negative shapes, forming a large graphic structure that contains two small graphics. of a creative graphic. Generally speaking, positive and negative graphics are composed of two parts: the graphics and the background that sets off the graphics. The graphic part is called "picture", and the background part is called "ground". If the dividing line between "picture" and "ground" is skillfully handled and becomes the ultimate line between the two, a series of This phenomenon is sometimes a figure and sometimes a background. Every gap in the picture speaks, which forms positive and negative figures.

For example, in the work "Antony and Cleopatra" designed by the German designer Derevsky Rex, the designer used a flat space to divide the woman and the snake with positive and negative shapes. The dual use of one line reflects the wonderful space created by art. When people look at the soft female image, they can also vaguely feel the swimming snake in the formal form. The flexible changes of the body are constantly changing with the movement of vision.

In addition, the mutual borrowing of positive and negative shapes can produce a strong artistic appeal. For example, the Tai Chi Diagram in Chinese Taoism is a circular pattern composed of two fish-shaped patterns in black and white. It is commonly known as the "Yin Yang Fish" among the people. It has a simple diagram and rich connotation. It vividly expresses the mutual complementation and the rotation of Yin and Yang. The philosophy of the origin of all things’ creation and change [3].

4. Contradictory space graphics

What is wrongly expressed using the expression form of three-dimensional space in two-dimensional space is called contradictory space. Contradictory space is also a fantasy space that does not exist in real life. It has the characteristics of expressing multiple perspectives and is mostly used in art design. It is extremely impressive in its own unique form. When talking about contradictory space, we cannot fail to mention Escher. He is definitely the originator of this field, and his works have a profound vision. He exploits human visual errors to make his works play in three-dimensional space. His works such as "Convex and Concave" and "Up and Down" use very exquisite realistic techniques to vividly express various unexpected results, which are still endlessly interesting [4]. In addition, Shigeo Fukuda’s graphic works cleverly segment graphics in graphic design, turning the gaps in graphics into entities, and turning three-dimensional space into multi-dimensional space. It seems that two images are on the same plane and in two different spaces. This is the unique charm of Fukuda Shigeo's creative graphics.

5. Ghost graphics

Ghost graphics refer to an objective object that undergoes abnormal changes under the action of light, showing a counterpart that is different from the original object. In graphic advertising design, shadow graphics have been widely used.

It can convert shadows very cleverly and reasonably, and express the advertising theme concisely and clearly. Designers use the language of shadow to enrich people's vision, convey certain information, and express more meaningful ideas. For example, the work "Dogs Can't Change the Habit of Eating Shit". After a cursory glance at the work, the public often thinks it is just a realistic shadow of a dog, but in fact, the designer has changed the shape of the shadow. At this time, the shape of the shadow becomes the real center and hidden meaning. In graphic design, designers process and transform shadows according to the needs of the theme, and express the author's ideological connotation through shadows.

IV. The application of graphic creativity in graphic advertising design

In graphic advertising design, graphics occupy most of the screen or the entire screen. Some good graphic creative designs can make The audience can understand and communicate through vision without words. It also allows people to communicate across cultural differences, geographical restrictions, language barriers, etc., to achieve a good artistic resonance effect. In order for a designer's work to be unique and stand out, he or she must apply graphic creativity skillfully and appropriately. Graphic creativity has become the visual center point in advertising design with its unique charm. It can affect the communication effect of advertising and attract people's attention.

1. Application principles of graphic creativity in modern graphic advertising design

(1) The premise of graphic creativity in graphic advertising design is to accurately penetrate product characteristics and advertising concepts. The promotion of creativity needs to be based on the basic advertising requirements of the product, and at the same time, skillfully use graphic creativity to express product information, leaving a very deep impression on people, and effectively guiding the audience's consumption behavior. An excellent print advertisement should organically combine product appeal with graphic creativity. This requires that the expression of graphic creativity must be very accurate. While accurately expressing product information, it must also actively cater to consumer psychology and consumption behavior to stimulate consumers' consumption desires.

(2) The basic requirement for graphic creativity is the pursuit of simplicity in expression. Since print advertising design can only be carried out in two-dimensional space, the carrying capacity of information is limited. In today's information age, people generally lack the patience to read. Only by using an intuitive and concise way of expressing information can the audience understand the information and connotation conveyed by the advertisement in a short time, thus improving the quality of advertising communication.

(3) The interest of graphic creativity is a key factor affecting the quality of print advertising.

Graphic creativity must satisfy people's fun psychology, and good fun advertising designs can often achieve good results. When using graphic creativity to complete graphic advertising design, a variety of creative techniques should be actively used in the graphic creation process. Graphic images can be personified, exaggerated techniques can also be used to express visual effects, and cartoon images can be appropriately added. . These interesting graphic ideas can attract the audience's attention and stimulate consumers' desire to buy.

2. Suggestions on the application of graphic creativity in graphic advertising design

(1) Convey a clear theme. Graphic creativity is the most important element and the most intuitive language in graphic advertising design. It uses the most concise and intuitive elements to express the theme connotation of advertising design.

Print advertising is a medium that conveys information to the audience through visuals. The most basic requirement of print advertising design is to attract people's attention and have a strong visual impact. Print advertisements are mostly displayed outdoors and have strong visual impact, so they can attract people's attention in an instant and allow the audience to actively watch and remember them.

(2) It has strong visual impact. People come into contact with advertisements in their daily lives, and they can leave a deep impression on people. A large part of the reason depends on whether the graphics used in the works can catch the attention of consumers and arouse the audience's response. Then the number and area of ??graphic creativity can be taken into consideration when applying graphic creativity. The number of creative graphics used in the work should be small and precise. An advertisement design requires one or two high-definition graphics. The graphics should vividly highlight the theme, so that one is equivalent to ten. In addition, it is also crucial to use the area of ??graphics appropriately and rationally in the work. Using large-area graphics to render the atmosphere in the picture can make the work have a strong visual impact.

5. Conclusion

In summary, graphic creativity stimulates the audience’s visual experience with its own vivid visual expression techniques, achieving the goal of advertising design to convey information and promote products. purpose. In today's information age, we have been surrounded by a variety of visual graphics. The expression and application of graphic creativity in graphic design will inevitably become more and more frequent and receive more and more attention. This is also the need of the development of the times. Therefore, designers need to fully realize the key role that creative graphics play in information transmission, constantly learn the performance and application of graphic creativity in graphic advertising design, follow the application principles of graphic creativity, and convey advertising appeals while Designing a creative graphic advertising design is where the charm and value of graphic creativity lie in graphic advertising design. ;