What are the factors of illustration? Graphics, copywriting and color are the three major elements of print advertising. These elements play different roles in advertising. Graphic elements include illustrations, registered trademarks and screen outline elements, copywriting elements include title, advertising language, text and attachment elements, and color elements include hue, lightness and purity. Graphics convey graphics is the main component of print advertising, which can vividly express the theme and creativity of advertising. Illustrations can be black-and-white paintings, ink-jet illustrations, painting illustrations, photographic works, etc., and the forms of expression are realism, symbol, cartoon, decoration, composition and other techniques. Illustration uses visual art language to spread information. It has the characteristics of visualization, concretization and directness. It is a worldwide language that everyone can understand. The design of illustration is carried out under the guidance of the overall advertising strategy, and the content of expression should closely focus on the advertising theme, highlight the personality of commodity information, and design and create novel and appealing graphic language. Strange, unusual and strange graphics are not the goal pursued by designers, but easy-to-understand, concise and lively graphic language is the necessary condition to achieve strong visual impact, so as to facilitate the public's understanding, understanding and memory of advertising themes. Trademark is the eye of print advertisement and an important element of layout. It is the most effective and reliable symbol to shape the image of goods and enterprises, the symbol by which the public can identify goods, and the guarantee of the quality of goods and the reputation of enterprises. It has the function of guiding the public to buy, opening up the market and consolidating the market. Simple, concise and personalized trademark modeling has a strong visual effect and can leave a deep impression on the public in an instant. Contour refers to the wireframe on the edge of the plane advertisement layout. Its function is to make the advertisement layout have a separate space to control the public's field of vision, and use contour to induce the public's line of sight to move to the advertisement theme, while avoiding the visual interference of other information. The application of contour lines can increase the aesthetic feeling of advertising layout, and the same "personalized" contour lines can be used in a series of advertisements to enhance the repeated impression of advertising layout. The outline can be in the form of straight line, curve, diagonal line, pattern edge decoration and so on. The selection of contour lines should be based on the overall advertising strategy to determine the use form, and should not be too strange, which will affect the graphics and copy in the advertising layout. The title forms are (1) note-taking, which truthfully explains the main points of the advertisement text; (2) news style, providing information to the public in the form of news release, emphasizing the characteristics of news; 3 question type, ask: Why? "and" what should I do? " Such problems, in order to arouse consumers' thinking and * * *; (4) praise, boasting about the advantages of goods, but not inaccurate; ⑤ Comparison, comparing new and old products to prove the advantages of new products; ⑥ suspense style, with suspense, makes people surprise and attract public attention ⑥ guiding style, sincerely giving ideas and suggestions for consumers to gain their trust; (8) Commitment, telling the public in frank language what benefits the commodity can bring to them; Pet-name ruby repetitive, repetitive headlines can stimulate consumers' memory and achieve the purpose of enhancing memory; Attending the indirect way, using indirect language to avoid the secrets and privacy of consumers; Nine appeals, urging people to take action with the tone of exhortation, hope and appeal; (12) Absurdity, absurdity is unrealistic and unreasonable. If it is used properly, absurdity will also give people a real and credible influence, and you can understand the advertising content at a glance. The text is the description of the goods to be spread by the advertisement, which describes the contents of the goods in detail and has the functions of explaining, answering, encouraging and calling. The content of the text should be written in plain daily language, simple and easy to understand, vivid, appropriate, vivid and exciting, so that the public can feel approachable and trust the goods wholeheartedly, so as to achieve the purpose of spreading information. It is advisable to concentrate when arranging the text, which is generally placed at the bottom of the layout, or at the left or right position. Advertising language, also known as slogan, is a special propaganda statement that is repeatedly used in a certain stage of the overall advertising strategy to embody the spirit of enterprise or publicize the characteristics of goods and attract public attention, which can leave a deep impression on people. The text of advertising language must be easy to read and remember, rhyme smoothly and be full of emotion. Layout can be placed anywhere on the page, but it should be behind the advertisement title and not put the cart before the horse. Attachment refers to the company name, status, zip code, telephone number, telegram number and fax number of the advertiser. It is convenient for the public to get in touch with advertisers and buy goods. It is usually placed at the bottom of the page or in a secondary position. In the application of color in advertising, designers should show the theme and creativity of advertising and fully show the charm of color. First of all, we must carefully analyze and study the various factors of color. Because of the differences in life experience, age, cultural background, customs and physiological reactions, people have certain subjectivity, and at the same time, people have many feelings about the symbolic and emotional expression of color. In the design of color configuration and color combination, designers should grasp the cold and warm contrast, bright and dark contrast, purity contrast, area contrast, mixed blending, area blending, lightness blending, hue blending, tendency blending, etc. The color combination should keep the picture balanced, responsive and orderly, and the advertising picture should have a clear main color, and the relationship between graphic color and ground color should be handled well. Designers should be clear about color positioning. When advertising is positioned to highlight trademarks, it is necessary to consider the personality characteristics and image color of enterprises, and strengthen public recognition of it through color positioning; When advertising is positioned to highlight commodities, it is necessary to emphasize the image color of commodities. The purpose of color communication is to fully express the individual characteristics and functions of commodities and enterprises, so as to adapt to the aesthetic flow of commodity consumption market, create a more concentrated, stronger and simpler image by using the creativity of color design, deepen the public's cognition of advertising information, and achieve the purpose of information dissemination. The minimalist and abstract color art-flat style illustration art, or aesthetic things, is mostly related to all aspects of the times. If the reasons for flat popularity are roughly attributed to people's simplicity and clarity in the information explosion era, In fact, the APPlication of web pages and app screens has definitely promoted the popularity of flat style illustrations. Visually simple and clean, vector format makes it very small, so flat style is widely used in our lives. Flattening does not restore the true colors of things, it only refines the characteristics of things, and shows things straightforwardly with concise and general shapes. As mentioned earlier, information explosion is not the main reason for the popularity of flat style, but then again, with more and more picture information accepted by people's brains every day, it is also an excellent choice to use the most straightforward graphics with bright and crisp colors to convey information. The shapes extracted from the spliced graphic flat wind illustrations are mostly geometric shapes. Although a single geometric figure is easy to use and control, the effect presented is relatively rigid and lacks aura. In the actual creative process, in order to increase the vividness and interest of the picture, three or four geometric figures are often used to splice and combine, with one geometric figure as the main constituent element, and the remaining geometric figures are similar to the main constituent elements in shape. Such splicing and combining can not only ensure the primary and secondary order of the picture structure, but also produce smart changes in unity. Bright solid color Generally speaking, simplified modeling is more suitable to be represented by flat painted solid color blocks, so as to keep the balance between modeling and color and create a clean and strict visual level. And because the shape is flat, the color matching is suitable for matching with strong contrast solid colors, so that bright color contrast supports rapid visual perception, creates visual tension and makes up for the thinness of the shape. The unified angle flat illustration has always done subtraction in the modeling of things, and even the pure flat style belongs to a kind of expression technique that completely abandons the perspective language. Therefore, we should pay attention to the unification of angles when drawing flat illustrations, which is also a practical skill to simplify modeling. Relatively speaking, there is no difficult technical content in an illustration work with flat style, and there are only a few points to master: block the whole object and every detail; Pay attention to the hierarchical relationship between blocks, that is, the relationship between front and back occlusion and the relationship between inclusion and inclusion; The edges should be neat and tidy, and attention should be paid to details. Besides, just be more patient. Summary and Appreciation of Several Illustration Styles Some people like watching TV dramas, others like watching variety shows, and I like watching pictures as well as that. A good work will let you see the world built by the painter. Through this painting, you have different imaginations about the world. There are still many beauties that you have not discovered. This is the beauty brought by illustration, which is why I love painting very much. As a non-professional, based on my recent experience in painting, I made a small summary of several kinds of illustrations. Just like studying notes, I hope we can learn something from these excellent illustrations. * Flat style: All the elements in the painting look flat and consist of simple shapes and lines, but the colors are very rich and harmonious. The characters' clothes have a strong sense of cloth, which is a bit like a tapestry. Various elements are composed of simple geometric shapes, and some small lines are supplemented by embellishment. The expression of light makes the simple geometric shapes present a more realistic scene. The lines are sketched with grainy pencil lines, which makes the picture full of childlike interest. * Rock color style: Rock color painting broadly refers to all works of art with mineral color as the main color. In my opinion, the works of rock color style are very textured. Most of the traditional works of rock color style are pasted with gold foil or silver foil on paper in order to achieve different painting effects. The works below should be computer-drawn works, but they also reach the style of rock color. According to observation, most of the works with rock color style have main colors such as gold, black, red and sapphire blue, which is very similar to Dunhuang murals. * Semi-realistic style: the characters are three-dimensional and close to realism, and the clothing has a strong sense of texture. The following picture shows the works of Taiwan Province talented woman illustrator De Dezhen (deceased). I especially like Dezhen series of illustrations. The characters' eyes are emotional and the costumes are gorgeous and complicated. The background has the texture of rock painting. The picture below shows the works of Zhang Xiaobai, the first painter in China who won the gold medal in the International Comic Contest. Successful illustrators' works have distinct personal characteristics. Just like this work, Zhang Xiaobai's illustrations have a certain feeling of meticulous painting, but they also have the three-dimensional sense of CG painting. Her colors tend to be big red, and the characters in the paintings usually show a proud and indifferent attitude. I remember that the cover of the magazine "The Scarer", which I loved to read in college, was painted by Zhang Xiaobai, and it was all in this style. * Clear style: The following picture shows the work of my favorite illustrator "Fat Snake". Her blog is called "Fairyland of Fat Snake", which should be the title. Her work is clear and full of light, presenting a beautiful and mysterious fairy tale world, with many elements including little girls, fairies and small animals, which really should be the fairy land. Her paintings have a delicate and fluffy texture, perhaps relying on tiny and hazy lines. Most of the colors are light brown, light green and light. If you like her works, you can see other works of the same kind by searching online for "Fairyland of Fat Snake". The following picture is similar to the style of the fat snake, and the overall picture shows a clear and warm feeling. This painting is a watercolor painting, unlike the previous one, which has many tiny lines. The characteristic of watercolor painting is that the fluidity of pigment makes it easier to form rich colors. A good work must be rich and uniform in color. For example, this painting does not draw traces of light, but it makes you feel that it is in a very bright room. This is the success of color application. There are many wonderful illustrations, too numerous to mention. I hope we can improve our painting level and create our own works as soon as possible by seeing more, painting more and thinking more.