what are the basic requirements for poster design? A successful poster design can not be separated from the organization arrangement and design of the poster layout. The poster design needs to be designed from three aspects: the font design of the poster needs to be simplified, the modular arrangement of the poster design and the "shelf display" of the poster design. Layout is the embodiment of the image and beauty of the whole poster. If the layout is chaotic, it will not arouse people's interest in viewing. Similarly, if a poster has no features, it will not stimulate people's interest in reading. A successful poster design is inseparable from the organization arrangement and design of the poster layout, and the poster design needs to be designed from three aspects. What are the requirements of poster design? The following small series introduces it in detail from three aspects: 1. Poster font design needs to be simplified. Judging from the design style reflected in the layout of award-winning posters in recent years, the layout of font design is trying to get rid of the swaying text, the complicated flower lines, the changing fonts, the dispensable flower nets, the pursuit of the masculine and straightforward beauty of coarse brows (headlines), small articles, big eyes (big pictures) and clear outline (block structure), and the writing rarely turns and does not break into parts. In addition, blank can also make people feel relaxed and happy when reading newspapers. The more important the title, the more blank it should be. And don't use the blank space in the photo casually. Seeing the blank space on the layout of dense font design is like a tired motorcyclist glimpsing the light after passing through a deep cave. So is the poster. Nowadays, many posters are keen on the use of colors, listing some beautiful colors according to their preferences and smearing them on the layout of font design. The colors are either abrupt or too concave. 2. "Shelf display" of poster design. The goods in the supermarket are displayed in different categories and rarely change, so that customers will be familiar with what they want to buy and go straight to that shelf, reducing the time for browsing. Similarly, using a fixed layout and "displaying" poster information in different categories will also reduce the browsing time and get the information you need from the layout as soon as possible. Some foreign poster designs not only fix the position of each column in the layout, but also set the font of the title, the format of text arrangement, the number of lines, the size of photos, etc., and the layout is almost the same every day, which is very convenient to read. They will not be distracted by changing the carved layout, which will affect their reading comprehension. Of course, the defects of this form are also obvious, which should be limited from the aspect of quantity to make it enough. At the same time, the simplicity, frankness and eye-catching of individual units can ensure the overall effect, that is, the orderly order can add simple and quiet beauty to the layout. 3. Modular arrangement of poster design. Modular arrangement, Professor Mohn of Missouri School of Journalism in the United States explained: "A module is a square, preferably a long square. It can be an article or a group of columns including text, attachments and pictures. The layout of font design is composed of modules." The biggest advantage of this design is that it is easy to read. From the perspective of visual psychology, modularity has its specific advantages. An important principle of Gestalt psychology is that "the whole is greater than the sum of its parts". According to this proposition, we can clearly see the advantages of module design. If a group of manuscripts with related, similar or opposite meanings are scattered on the layout of font design, then they are only independent manuscripts; If it is combined in a box, it may produce a new information that is not expressed in words, and even 1+1 >; The effect of 2. In addition, the modular layout of poster layout is basically based on horizontal topics. Physiologically, eye rotation is caused by the movement of six muscles up and down the eye. When the eye rotates up and down, it is not just the eye itself that rotates left and right, but also rotates with the upper and lower eye lids, which is laborious and easy to get tired. Therefore, reading horizontally is more labor-saving than reading straight. There are many requirements for designing a good poster. The above is mainly from the three most important points, and I hope it will help everyone. Poster design also has other requirements, such as designer's innovation, customer's demand and product performance. By combining these three aspects, I think we can design a better poster. What are the requirements for poster design elements?

The requirements of poster design elements are as follows:

1. Sufficient visual impact can be achieved through images and colors.

color is the most sensitive thing for human vision. If the color of the homepage is well handled, it can be icing on the cake and achieve twice the result with half the effort. The general application principle of color should be "overall coordination and local contrast", that is, the overall color effect of the homepage should be harmonious, and only local and small areas can have some strong color contrast.

2. The content expressed in the poster is concise, and the main appeal points are grasped.

In order to make people who come and go in a hurry leave a visual impression, poster design should fully embody the principle of positioning design in addition to its large size. With prominent trademarks, signs, titles, graphics, or contrasting colors, or large areas of blank, or concise visual process, posters become the visual focus. Posters can be said to have the typical characteristics of advertisements.

3, the content should not be too much, concise and clear, and the length should be short and pithy.

4. Give priority to pictures, supplemented by copywriting.

as far as posters are concerned, they include commercial posters and non-commercial posters. Among them, commercial posters are mainly expressed in the form of photography with concrete artistic expression, realistic painting or cartoon, leaving consumers with real and touching pictures and humorous feelings.

5. The theme font is eye-catching.

fully embodies the principle of positioning design. With prominent trademarks, signs, titles and graphics.

Extended information:

Poster design composition skills:

1. Thickness contrast of composition skills:

The so-called thickness contrast refers to the colors used in the composition process and a style formed by colors. In calligraphy and painting works, we know that there are meticulous brushwork and freehand brushwork, or both meticulous brushwork and freehand brushwork appear on the same picture (.

some of this contrast is the contrast between the main pattern and the foil pattern; Some are the contrast between the central pattern and the background pattern; Some are as rough as the wind sweeps away the residual clouds in a row, while the other side is as delicate as gossamer; Some use the calligraphy of wild grass instead of patterns, which can be seen anytime and anywhere in some wine and food packaging. Such as Miss brand dumplings and Rejoice brand shampoo.

2. Comparison of composition skills:

In the composition of traditional Chinese painting landscapes, we should pay attention to the close-range and middle-range perspective, while in the design of packaging, by the same principle, we should also divide the composition levels of several pictures in the near and far. The so-called proximity is the most eye-catching part of a picture, also called the first visual impact, which is also the most important content to be expressed in the packaging pattern.

For example, the earliest instant noodle packaging used by Shuanghui, the first thing that comes into people's sight is the Shuanghui trademark in a blank background and the word Shuanghui with a huge white variety (that is, close shot) in a crimson square background, followed by the smaller main characters of "braised beef noodles" (it should be said that the second sight is also called middle shot).

once again, the product photos (also called the third line of sight, bounded by the middle scene) that express the contents of the package are followed by the auxiliary corporate mascot advertising language, performance description, corporate logo, etc. This obvious layering is also called the three-step rule of vision, which highlights the most important theme parts from top to bottom and from right to left while taking into account people's habit of examining a still life picture.

As a designer, at the beginning of creating a picture, you should understand the theme you are seeking before production, and create an atmosphere where all the stars hold the moon and stand out from the crowd. Therefore, the picture I designed is like a powerful magnetic force, which tightly pulls the eyes of the campers.

3. Density contrast of composition skills:

Speaking of density contrast of composition skills, it is very similar to the contrast of complexity and simplicity in color use, and it is also very similar to the flying white in traditional Chinese painting, that is, there must be diffused foil in the concentrated place in the pattern, and it is not appropriate to concentrate or diffuse all. It embodies a kind of density coordination, clear rhythm, relaxation and emptiness. At the same time, the theme is outstanding.

in the design of many packaging patterns, the whole picture is dense and colorful, with heavy color expression from the background pattern to the theme pattern, which makes people feel overwhelmed and breathless. This not only fails to beautify the products and promote sales, but also makes people bored and lack appetite. This is caused by not grasping the contrast between density and density.

4. Static and dynamic contrast in composition skills:

In a pattern, we often find this phenomenon, that is, an explosive pattern in the background or around the title of a packaging theme, or a few crazy thick lines that look careless, but are actually deliberately painted, or ribbon-shaped English or patterns, all of which show a feeling of "".

The theme name is dignified and steady, and the background is light and calm, which is the contrast between static and dynamic. This contrast avoids the gaudiness and rigidity of everyone. So the visual effect is comfortable. Accord with people's normal aesthetic psychology.

5. Contrast between China and the West in composition skills:

This contrast often uses the combination of cartoon techniques of western painting and traditional techniques of China or the combination of China Sinology art and English in a picture designed by an outer package.

It is also a common method to highlight a picture of a westerner or a picture directly on the packaging pattern in a realistic way, which often appears in the packaging of children's products, women's socks, clothes or cosmetics.

6. Comparison of composition skills between ancient and modern times:

If foreign things serve China, the past will serve the present. In particular, in order to reflect a cultural taste, people often use ancient classic ornamentation, calligraphy, figures and patterns on the current packaging in packaging design and composition, which is the most obvious display on the packaging of wine.

For example, the wine and Taibai liquor in the Twelve Ladies of a Dream of Red Mansions, as well as the Mid-Autumn moon cakes and black peanuts in food, are all reflected and excavated from these aspects. In addition, there are some high-grade gift boxes for cosmetics and daily necessities, and their ornamentation and patterns are also looking for grafting techniques from classical culture. This can give people an antique and elegant pursuit or a certain comfort. So it is very popular with consumers.

- poster design (artistic design with strong visual effects for publicity) What are the requirements for poster layout design?

1. The commodity layer needs to be highlighted

The purpose of online promotional posters is to attract clicks and increase sales. Therefore, the commodity layer is the most important display part of online promotional posters, and it is the key point that needs to be highlighted in the whole layout design. Whether it is copywriting or background, it serves to set off the goods. Therefore, the theme of the products must be highlighted in the design, so that users can clearly and directly understand the meaning that the posters want to express, so unnecessary auxiliary elements should be reduced in the design.

2. Clear information levels

First of all, the whole layout design should distinguish information levels, and first distinguish which part of the picture is the center of gravity, namely, the commodity layer, the copy layer and the background layer, and which one needs to be emphasized. If the layout of the whole poster is scattered and the distribution of elements is too even, users will not be able to grasp the focus of browsing quickly.

3. Color matching should be reasonable

A good design should reasonably integrate information such as colors, images and copywriting into a page and express the theme, so that the whole design will be consistent in appearance and distinct in theme. The more colors used in layout design, the better the effect. Instead, we should choose harmonious colors as much as possible to achieve perfect visual effects.

4. The copywriting layer should be visually clear

The copywriting layer is a link between the past and the future in online promotional posters. It should not only set off the goods, but also show the promotional information. In the layout of the layout design, it must be in the most focused position in the whole poster, and ensure its visual clarity and logical clarity.

5. Maintain intimacy

Intimacy refers to the relationship between different elements. Some related elements are suitable for close arrangement, while others need to keep a sense of distance from other elements.

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