The following is the teaching plan of Appreciation of Visual Communication Design Works, the first volume of the eighth grade art of People's Education Press, which I compiled. Welcome to browse for reference. For more information, please pay attention to the lesson plan column. Teaching plan 1

Appreciation of Visual Communication Design Works, the first volume of the eighth grade art of People's Education Press. Teaching objectives:

1. Understand the design concept, design types and design methods of visual display.

2. Understand the application of visual display design in our life.

teaching emphasis:

the concept and characteristics of visual display.

Teaching difficulties:

Design concepts and characteristics and their application in our lives.

Teaching process:

1. Organize teaching

Stabilize students' mood and concentrate. (music, pictures)

2. Introducing new lessons

1. Demonstration courseware

2. Asking questions: What visual display designs in life left us a deep impression?

Third, appreciation of works of art (analysis, discussion and inquiry)

Presentation topic: visual display design

Ask students to browse the textbook (29 pages? Page 32)

1. Explain the basic concepts of visual display design.

demonstrate related works

2. explain the basic types of visual display design.

demonstrate related works

3. explain the basic essentials of visual display design.

demonstrate related works

Fourth, organize students to discuss

1. If we are allowed to design exhibition space for the school, how should we use what we have learned to design it? (The theme can be set according to the work of the school)

2. Organize students to discuss the design scheme.

V. Summary

1. Summarize the knowledge points learned in this lesson.

2. Encourage students to use what they have learned and actively participate in campus design.

VI. Assigning homework and tasks for the next class People teach the first volume of the eighth grade art, Appreciation of Visual Communication Design Works II

teaching material analysis:

1. Teaching objectives

(1) Cognitive objectives:

Through the teaching of this class, students can get to know the nature, scope, types and characteristics of modern commercial art.

(2) Emotional goal: broaden your horizons, increase your knowledge, cultivate your sentiment, cultivate your appreciation of commercial art, improve your artistic appreciation level, and establish a correct aesthetic point of view.

2. Emphasis and difficulty:

The focus of this course makes creativity the most important thing to further understand commercial art design on the basis of understanding the nature and function of commercial art.

The difficulty of this lesson is mainly that the text is rich in content and covers a wide range. Due to the limited space of the text, many problems cannot be unfolded one by one. Some problems, such as the corporate image design in the fifth part, involve a wide range of contents and are not illustrated by pictures, which is difficult for students to understand. Solution: Look for newer examples, supplement the old or insufficient illustrations in the text, and improve students' interest.

Teaching process:

1. Introducing new lessons:

Before class, let's watch a video (sofa advertisement: showing styles, easy to use and durable). After watching, ask: What does this video show? What's the purpose? Guide students to talk about their own experiences.

The industrial revolution and the increasingly fierce commercial competition all over the world, especially the competition of similar goods, make enterprises not only make a fuss about the quality of goods, but also attract customers' attention through various methods, which provides excellent development opportunities for commercial art. And creative design can attract more customers and bring rolling financial resources to enterprises. No wonder an oil painting teacher came back from an exhibition in a developed country and was invited by a friend to tell him the deepest feelings of his trip. He didn't mention the exhibition, nor did he talk about the experiences on the road and the developed foreign economy. He just casually said, "There are designs everywhere." Students, if you are the boss of an enterprise, what ways will you promote your products to achieve the purpose of promotion?

2. Tell a new lesson:

In short, these art designs for the purpose of selling goods are collectively called modern commercial art.. At present, commodity art includes not only advertisements, but also logo design, packaging design, interior and exterior design, corporate image design and so on. Because these designs are conveyed to consumers through vision, they are also called "visual communication art" abroad. He is an artistic creation with characters, figures and colors as the basic elements. He is a bridge between enterprises-commodities-consumers, and influences people's feelings and concepts with his unique artistic charm in the spiritual and cultural field. In order to better understand the characteristics of modern commercial art. Let's first appreciate some works and see how manufacturers use art design to promote their products.

1. Logo design:

As we know, many goods have brands, such as Kodak film, Zhuang Ji suit in Wenzhou, etc. If they are shown in graphic form, this is the logo. Now, let's look at the work: let the students identify three signs. According to the analysis and conclusion, it can be divided into three categories according to its functions: corporate logo (China Bank logo), commercial logo (permanent bicycle logo) and public information logo (male and female logo). (Japan's aviation logo, Netease logo) Students observe and draw a conclusion: from the form, it can be divided into text logo and graphic logo. The message conveyed by the text sign is clear. Through the text, he directly tells us what to express, such as Netease logo. However, it is difficult to express the meaning of graphic signs, which requires creative thinking to design graphics. For example, a patterned red crane (the aviation symbol of Japan) guides students to appreciate and ask: Let's guess what symbol it should be. What does the crane mean? (Songhe Chaoyang, auspicious pattern, safety) The patterns are all beautiful and unforgettable. It is concluded that some signs composed of graphics are relatively clear because of their vivid images.

Students analyze the logo of the 28 Olympic Games: the teacher simply summarizes the characteristics of this work: it is a logo that combines words and graphics, the five rings represent the Olympic Games, the people of five continents are United, the words indicate that it will be held in Beijing in 28, and the graphics above indicate that Chinese knots with China national characteristics and athletes are playing Tai Ji Chuan; The image is bright, the color is bright, the contrast is strong and eye-catching. ) It is precisely because signs have the function of transmitting information, and excellent signs have unique artistic charm, and they are accepted by people of different ages, different educational levels and different languages, and have international universality. Therefore, in today's increasingly fierce world market competition, signs have become an important means of world market competition. Some well-known trademarks not only have their artistic images spread all over the world, but also become a huge intangible asset. Like Coca-Cola, Panasonic, Li Ning brand logo. Of course, there are many conditions for the formation of a famous trademark, but from an artistic point of view, it should have at least three characteristics: 1. Creativity, that is, originality, which is obviously different from other trademarks and unforgettable; 2. The visual image should be simple, strong, beautiful, easy to identify and attract consumers' attention; 3. Wide adaptability, which should be suitable for consumers' psychology, national conditions and communication. (for example)

2. Commodity packaging design:

Of course, a commodity must have good packaging besides a brand, and excellent packaging can make the commodity worth a hundred times. I remember a friend of mine once bought a thousand pens on the first floor of a shopping mall in Shanghai, repackaged them beautifully, and sold them on the fifth floor of the shopping mall. Each pen earned three yuan, which was a net profit of 3, yuan. From this example, we can see that although some Shanghainese don't understand the market and are not as good as Wenzhou people in business, the most important thing is to show the importance of commodity packaging, because this part of Shanghainese can also use exquisite packaging to achieve sales promotion. So some people say: packaging seems to be the appearance and clothing of goods.

So, what are the characteristics of excellent packaging (see figure). Through students' observation, it is concluded that perfume should be packaged with outer packaging (1) to protect goods; Whether the packaging of perfume is opaque or not (2. Beautify the goods); Text description (3) promoting goods; Guizhou Super Anjiu Packaging: Absorbing the folk culture and art of Guizhou Anshun local opera, taking the ceramic facial mask bottle with special shape and rich decoration as the container. (4) Psychological function: The psychological function of stimulating customers to buy, such as good shape, beautiful color, luxurious materials, appropriate weight and unique design, has an irresistible charm, especially in the supermarket where goods are selected, some people say it is a silent salesman). ), with high artistic and local characteristics, to achieve a combination of beauty and practicality. Because of this, this design won the 15th Asia Star Award.

3. Advertising design:

A good product has a brand and good packaging, and it has to be widely announced for everyone to know. In ancient times, people have noticed the importance of advertising. Ask students: What are some examples? (For example, the "wine flag" is an advertisement, and there is also the idiom "self-contradiction". Although it is bragging, it can also be regarded as a live advertisement to promote goods). With the fierce competition and scientific development, advertising, as a tool for commodity promotion, is constantly innovating and changing with each passing day. Advertising creativity based on marketing and psychology, combined with literature, painting, photography, film, television, drama, music and other means, makes every advertising work become the crystallization of science and art. Therefore, the quality of advertising mainly depends on whether it is eye-catching, gripping and impressive, and finally arouses the desire to buy. And to do this, the key is to be creative and at the same time give people beautiful enjoyment. For example, Minolta camera, in the competition, in order to beat similar products, the only way is to emphasize uniqueness and highlight its own advantages and characteristics. This product takes advantage of the fact that it won the grand prize in the 1985 European Camera Grand Prix to gain the trust of customers, such as the advertisement for President's wine (student analysis), which is a novel and creative advertising design. The author combines the eagle, wine and flaming sky by means of combining photos and paintings, giving people a novel and bold feeling, and creating striking artistic effects with extremely exaggerated artistic techniques. In addition to commercial advertisements, there are also social service advertisements, such as saving water, cherishing land and environmental protection.

4. Interior and exterior environment design:

When we know a good product, we will definitely have the desire to buy it. Ask: Where to buy it? "In the shop". As a result, the environmental design inside and outside the store appeared. It includes merchandise display, window arrangement, lighting design, store decoration and so on. With the fast pace of modern city life, how to attract customers' attention and give them a comfortable shopping environment has been paid more and more attention. The common technique is to emphasize visualization and novelty (appreciation of works). For example, when shopping, a good storefront design can always hold us back. The waiter inside misses the opportunity to poke his head out. In a word: Come in and have a look. It doesn't matter whether you buy it or not. The comfortable shopping environment and neat and orderly goods look so beautiful in the soft light. The quality service attitude makes us feel at home, so we go in empty-handed and return home loaded. Therefore, it is the guiding design of modern business environment, and at the same time, it is an integral part of beautifying the city. For example, Wenzhou people like to go to the Bund in Shanghai, not so much to go shopping as to see its architectural style. Wuma Street in Wenzhou, for example, also shows its function of beautifying the city.

V. Corporate Identity Design (CI):

Some excellent companies also have corporate identity design. What is corporate identity design? I don't know if the students have heard of such a thing. In the past, we Wenzhou people looked at the authenticity mainly by whether there was a trademark on the button, whether there was a trademark in the pocket and whether there was a trademark on the screw. Actually, it's right to make a mistake. In the information society with a highly developed commodity economy, successful enterprises must pay attention to and strengthen their own image in the face of fierce competition, condense the comprehensive quality of enterprises into a distinctive and unified visual symbol system-logo, standard font, standard color, unified style product packaging and advertising language, etc., and then inject this image system into consumers' hearts circularly and imperceptibly through mass media to create a brand-name image. This is corporate image design. Printing trademarks on buttons and screws is a small part of it. He originated in Europe and America, matured in Japan and developed in China. He is a strategic and all-round system creativity. He mainly includes corporate image design, product image design, employee image design, media image design, market station image design, advertising image design and future image design.

Let's take the automobile transportation company in Hainan as an example (see photo): This is an old enterprise. In the market competition, in order to gain the understanding and trust of the society and convey the purpose of its enterprise and the connotation of its products to the public, it has established its own visual image system.

1. corporate image design: pink is the standard color, and almost every place has the corporate name, logo and standard font color, as well as slogans, such as "Like a dragon thousands of miles away, like Ma Benteng, like coconut wind swaying, like the sun shining, like the sea surging? It's the Haiqi Express. Without pink, there would be no spring. There are always four seasons of spring here. This is the "concept keyword" of Hainan automobile transportation. It is his general goal to attract customers with Hainan automobile express passengers.

2. product image design: mainly cars, all cars have a unified standard color.

3. employee image design: "improving the quality of employees" is its management focus. Have uniform uniforms and certificates, where employees quarrel with customers, customers will receive prizes; And organize employees to participate in military training, camping, photography, music, painting, fashion model performances and other amateur activities, and regard employees as important representatives and potential assets of corporate image.

4. Media image design: umbrellas, watches, garbage bags, tea cups, business cards, envelopes and other office supplies.

5. Advertising image design: with core content and unified style.

6. Future image design: Excellent enterprises also have future image design, such as putting forward new ideas and developing new products.

standard clothes, standard colors, special vehicles, envelopes, stationery and even certificates all form an orderly image whole, which makes every employee feel proud to be a member of "Hainan Automobile Transportation" and also makes every customer have an invisible centripetal force and sense of identity. The girls in light makeup are dressed in pink and blue skirts. Neat pace, youthful vigor and elegant temperament have won the praise of the masses. This is actually not only