As the basis of design composition, the grasp of formal psychology is very important. From the perspective of visual psychology, people are disgusted with monotonous and uniform forms and pursue diverse changes. The expression technique of continuous series is in line with the concept of "embedding diversity in unity". This basic law of formal beauty enables people to see "difference" in "sameness" and seek change in unity, forming an artistic effect that is both diverse and unified, contrasting and harmonious, and strengthens the appeal of art. , The following is the vi design method compiled by the editor as follows:

1. Direct display method of VI design

This is the most common and widely used expression method. It displays a product or theme directly and faithfully on the advertising page, making full use of the realistic expression capabilities of photography or painting techniques. Carefully depict and focus on rendering the texture, form and function of the product, presenting the exquisite texture of the product in an attractive way, giving people a true sense of reality, and making consumers feel a sense of intimacy and trust in the advertised products. feel.

This method directly pushes the product in front of consumers, so we must pay great attention to the combination and display angle of the products on the screen. We should focus on highlighting the brand of the product and the parts of the product that are most likely to impress people. Use The color light and background are used to set off the product in an infectious space, so as to enhance the visual impact of the advertising screen.

2. The prominent feature method of VI design

Use various methods to capture and emphasize the unique characteristics of the product or theme itself, and express it clearly, and integrate these Characteristics are placed in the main visual parts of the advertising picture or used to highlight them, so that the audience can quickly feel the wording at the moment of contact with the picture, pay attention to it and generate visual interest, thereby achieving the promotional purpose of stimulating purchase desire.

In advertising performance, these characteristics that should be highlighted and exaggerated are generally determined by factors such as the unique special capabilities of the personalized product image, the manufacturer's corporate logo, and the product's trademark.

The method of highlighting features is also a commonly used expression method. It is one of the important methods to highlight the theme of advertising and has an expression value that cannot be ignored

3. VI design Contrast and foil method

Contrast is the most prominent expression technique in artistic beauty that tends to conflict with opposites. It expresses the nature and characteristics of the things depicted in the work in sharp contrast and direct contrast. It uses each other to show each other, compares and contrasts each other, and achieves concentration, conciseness, and twists and turns from the differences presented in the contrast. Performance. Through this method, the performance and characteristics of the product are more clearly emphasized or hinted, giving consumers a profound visual experience.

As a common and effective expression technique, it can be said that all arts benefit from contrastive expression techniques. The use of contrasting techniques not only strengthens the expressiveness of the advertising theme, but also makes it full of interest and expands the appeal of the advertising work. The successful use of contrast can make seemingly ordinary picture processing contain rich meanings, showing the different levels and depths of the advertising theme.

4. Reasonable exaggeration method of VI design

With the help of imagination, a certain aspect of the quality or characteristics of the object promoted in the advertising work is quite obviously over-exaggerated, so as to Deepen or expand awareness of these characteristics. The literary scholar Gorky pointed out: "Exaggeration is the basic principle of creation." This technique can emphasize or reveal the essence of things more clearly and enhance the artistic effect of the work.

Exaggeration is the pursuit of novelty and change in general. Through fiction, the characteristics and personality of the object are exaggerated to give people a novel and changing taste.

According to its performance characteristics, exaggeration can be divided into two types: morphological exaggeration and expression exaggeration. The former is a representational treatment, and the latter is an implicit modal treatment. Through the use of exaggeration, a strong emotional color is injected into the artistic beauty of the advertisement, making the product's characteristics distinctive, prominent and moving.

5.? How to see big things from small things in VI design

In advertising design, emphasize, select and condense the three-dimensional image, and use unique imagination to grasp one point or a part and concentrate it Describe or extend and enlarge to express the theme more fully. This kind of artistic treatment uses one point to see the whole, uses the small to see the big, and the expression technique from incomplete to complete brings great flexibility and unlimited expressive power to the designer, and at the same time provides the recipient with a broad imagination space. Gain vivid interest and rich associations.

See the big from the small. The "small" is the focus of the description of the advertising picture and the center of visual interest. It is not only the concentration and development of advertising creativity, but also the designer's unique arrangement. Because it has It is not "small" in the ordinary sense, but a highly refined product that combines the small with the big and uses the small to overcome the big. It is a deliberate pursuit of simplicity.

6. The application of association method in VI design

Through rich associations in the aesthetic process, we can break through the boundaries of time and space, expand the capacity of artistic images, and deepen the artistic conception of the picture.

Through association, people see themselves or their own experiences in aesthetic objects, and their sense of beauty often appears particularly strong, thus integrating the aesthetic object and the person who appreciates the company into one. In the process of association, It triggers a scream of beauty, and the intensity of its emotions is always intense and rich.

7. The humorous method of VI design

The humorous method refers to the clever reproduction of comedy features in advertising works, seizing the local things in life phenomena, and using people's Certain ludicrous traits of character, appearance, and manner manifested themselves.

Humorous expression techniques often use interesting plots and clever arrangements to infinitely extend something that needs affirmation to the level of comics, creating a full of fun, making people laugh and making people laugh. An intriguing and humorous mood. Humorous conflicts can achieve unexpected and reasonable artistic effects, eliciting a knowing smile from the viewer, and exerting artistic appeal in a unique way.

8. Borrowing metaphors in VI design

Metaphors refer to choosing two objects that are different in this copy during the design process, but are similar in some aspects. Things, "one thing is used as a metaphor for another thing". The metaphorical thing has no direct relationship with the theme, but it is similar to certain characteristics of the theme at a certain point. Therefore, it can be extended and transformed by using the topic to achieve "tactful expression" artistic effect.

Compared with other expression techniques, the metaphor technique is more subtle and hidden, and sometimes it is difficult to understand at a glance, but once you understand its meaning, it can give you an endless feeling of meaning.

9. The method of using emotions to support objects in VI design

The most direct role in the appeal of art is the emotional factor. Aesthetics is the continuous exchange of emotions between the subject and the object of beauty*** The process of singing. Art has the characteristic of conveying emotions. The phrase "nothing that touches people's hearts precedes emotion" has shown the role of emotional factors in artistic creation. In terms of expression techniques, we focus on choosing content with emotional tendencies and using beautiful emotions to set it off. Theme can truly and vividly reflect this aesthetic emotion so that it can move people with emotion and exert the power of art to infect people. This is the literary emphasis of modern advertising design and the pursuit of beautiful artistic conception and taste.

10. The suspense arrangement method of VI design

The method of expression is mysterious and creates doubts, making people unable to understand the meaning of the advertising screen at first glance, creating a sense of suspicion and tension. The psychological state stirs up waves in the audience's psychology, produces an exaggerated effect, drives consumers' curiosity and strong actions, opens up positive thinking associations, and arouses the audience's strong desire to further explore the meaning of the advertisement title, and then through the advertisement The title or text points out the theme of the advertisement, relieves the suspense, and leaves people with an unforgettable psychological feeling.

The suspense technique has a very high artistic value. It can first deepen conflicts, attract the audience's interest and attention, create a strong feeling, and produce fascinating artistic effects.

11. How to choose idols in VI design

In real life, people have someone they worship, admire or imitate, and they want to get as close to him as possible psychological desires, thereby obtaining psychological satisfaction. This technique is targeted at people's psychological characteristics. It captures people's admiration for celebrities and idols, selects idols that the audience admires, and conveys product information to the audience. Because celebrity idols have strong psychological appeal, using celebrity idols as foils can greatly improve the impression and sales status of products, establish the credibility of famous brands, produce indescribable persuasiveness, and induce consumers to attach great importance to the celebrities in advertisements. Attention to products praised by idols inspires desire to buy.

12. The humorous imitation method of VI design

This is a creative allusion technique, which uses the borrowed name method of replacing the old with the new in a unique way to make the ordinary things in the world Famous paintings and other works of art and social celebrities that are familiar to the public are used as humorous images. After clever plastic surgery, the famous paintings and celebrities have a sense of humor, giving consumers a new and unique visual impression and relaxed and happy fun, so as to Its anomaly and mystery enhance the appeal of advertising and increase product value and attention.

This method of expression embodies the persuasiveness of advertising in an almost comical sense of humor, which can amaze people, make you laugh, make you unforgettable, and leave you with a curious aftertaste. .

13. The magical psychedelic method of VI design

Use deformed exaggeration to construct mythical and fairy tale-like pictures with infinitely rich imagination, in a fantastic situation Representing reality creates a certain distance from real life. This expression technique, which is full of strong romanticism and more freehand than realistic, is very contagious with the sudden appearance of magical visual experience, giving people a special sense of beauty. , which can meet the requirements of people who like strange and changeable aesthetic tastes.

In this method of expression, artistic imagination is very important. It is a sign of developed human intelligence. Everything requires imagination, especially art. It is no exaggeration to say that imagination is the life of art.

From the beginning of creative conception to the end of design, imagination is in active progress. The outstanding feature of imagination is its creativity. Creative imagination is the beginning of the excavation of new meanings and the emergence and display of new images. Its basic tendency is to transform the experience evoked by association, and ultimately form a new image uniquely created by the aesthetician, which has the power to strongly shake people's hearts.

14. The continuous series method of VI design

Through continuous pictures, a complete visual impression is formed, making the advertising information conveyed through pictures and text very clear, prominent and powerful.

The advertising image itself has a vivid and intuitive image, which can be accumulated repeatedly and repeatedly, which can deepen consumers' impression of the product or service, obtain good publicity effects, expand sales, establish a famous brand, and stimulate the desire to buy. It plays a big role in enhancing competitiveness. As a prerequisite for design strategy, establishing corporate image plays an important role that cannot be ignored.