On human geography. Understandably, Beijing's atmosphere and Beiqing Daily are not responsible for Beijing's soil and water conservation. Like the Forbidden City and the Temple of Heaven, they are very royal and overbearing. In the layout, strong colors and strong contrast are used to increase the visual impact and improve the actual retail rate. For example, the layout adopts a frame structure, and the whole page is filled with fully enclosed thick solid lines. The font size of the title depends on the space, as full as possible. There is even a banner title design, which is more full by frequently comparing white and gray-black blocks. The arrangement of the text is also as full as possible, with almost no spaces. But the premise is that the news itself looks good (speaking of which, I remembered a sentence I saw on the display bar on the ground floor when I visited Beijing Youth Daily), otherwise it will only attract people's attention and will not fool readers with higher and higher quality.
But this year, Beijing Youth Daily made a layout adjustment, removed those thick and thick border lines, and returned to the people. The mood of the layout is much milder and fresher, and the news layout almost only uses thin lines (the problem of broken columns is observed on the spot). As far as reading is concerned, the reader's eyes will not be tired. Is it true that even the strongest person will get down after continuous intense stimulation? Therefore, Beiqing Daily is smart. Although it has made a unique style and personality, it is still being revised to meet the market demand. It has the characteristics of both political newspaper and business newspaper, and pursues both profit and political effect. But it is still a "face" with "heavy eyebrows and big eyes"-the image of a tough guy with a generous atmosphere.
2. The layout of Southern Weekend adopts vertical modular structure, which makes many articles in one layout stand out at the same time, and the contrast between articles is not strong, and the visual impact is weakened, showing the style of impartial analysis and objective reporting of Southern Weekend. In addition to words, all decorative designs are diluted. Pictures are rarely used. Generally speaking, only one or two small pictures are attached to a page (of course, there are also large pictures in special cases, such as special issues, such as the position of the home page). The application of color is also "stingy" to the extreme, the text and title are all black, except for the header, page header and a few pictures, the whole stack of newspapers has no color.
The restraint of layout on binding highlights the tension of the article itself, showing the seriousness of the newspaper and great confidence in the quality of the article. On the whole, the layout style is smooth and regular, rigorous and orderly, but not rigid and very spiritual. This spirituality is mainly reflected in the appropriate blank space and the artistic use of title fonts. It takes some time to master this temperature. Those who spend the weekend in the south are highly educated and savvy.
In order to attract readers, the cultural layout of Southern Weekend emphasizes interest and culture, breaks many stereotypes in layout design, draws lessons from the novel design techniques of periodicals and magazines, and leaves blank, just like traditional Chinese painting. Elegant and charming. Can our supplements such as Yihai, Tourism and Literary Edition be used for reference? We tried it when we were doing Newsweek)
Southern Weekend-An "Elegant and Tall" Face.
More than two years ago, a newspaper named Beijing News appeared on the streets of Beijing. Its generous, atmospheric, fashionable and elegant style has attracted the attention of many high-end readers. Not only did it form its own characteristics in content reporting, but it also caused a lot of repercussions among domestic peers visually.
The Beijing News, co-founded by Guangming Daily Newspaper Group and Nanfang Daily Newspaper Group, is the first trans-group and trans-regional newspaper officially approved by the state authorities in China, bearing the mission of reform and innovation of China's news system.
As one of the cutting-edge mainstream media in Beijing, the Beijing News has attracted great attention from Beijing citizens with its rich and authoritative information and fresh and fashionable style. In particular, a series of omni-directional and three-dimensional newspaper promotion activities and planning special issues have aroused great market repercussions.
In this study, He Longsheng, the visual director of Beijing News, left a deep impression on me. I really appreciate his cultural background, which is well displayed in the newspaper layout.
He put forward a brand-new layout consciousness, that is, not forcing reading.
The so-called involuntary reading means that in layout design, there is no need to pursue the intensity of "visual impact" and the so-called "bombing" sensory stimulation. The layout visual design should strive to be novel and bold, and pay more attention to the integrated expression of "China culture" on the basis of absorbing the design concepts of foreign newspapers.
I liked the layout style of the Beijing News at first sight, because it conveyed some symbolic feelings: atmosphere, peace, rationality, cutting-edge, simplicity and fashion.
-In fact, He Longsheng, the visual director of the Beijing News, also said that the Beijing News is committed to such a balance: heavy, but relaxed; High-end, but kind; Mainstream, but stylish. With simple and exquisite layout design concept, create a fresh, elegant and fashionable layout image, and let the endless fun of reading start from the first impression. Form is content, form magnifies content, enhances newspaper style with design, and makes form present ideas.
In a sense, the Beijing News has assumed the role of explorer in the integration of modern layout design and visualization. The Beijing News is positioned as the mainstream newspaper of current politics, and takes the sense of responsibility as its mission and soul, which determines the seriousness and mainstream of newspaper content. Of course, this does not mean that newspapers have reason to keep people away with a straight face.
The Beijing News is concise and generous in the use of pictures and layout design, which is quite modern. Modern urban life requires concise and fresh layout style to facilitate people's reading. Their design concept, picture application and structure of visual department represent a development direction of China newspapers. Don't just pay attention to the amount of information. There are many modern inquiries and you can surf the Internet, but newspapers must do a good job in news reading.
Since the middle and late 1990s, "expanding the edition" has become a common strategy for the rapid expansion of comprehensive metropolitan newspapers. For example, the Southern Metropolis Daily in Guangzhou, after several editions expansion, has now exceeded the 100 edition.
The Beijing News, founded in 2003, set a high starting point of 80 pages a day at the beginning of its publication. It can be said that China newspaper industry has entered the "thick newspaper era" after experiencing the "single newspaper era" and "multi-newspaper era". Like a magazine, it is heavy in your hand and can be read in the car and subway.
The arrival of "thick newspaper era" and the acceleration of modern life rhythm indicate that the reading mode of newspapers will transition from the traditional intensive reading mode to the fast reading mode. Newspapers should change to speed reading mode to convey news information more intuitively.
The Wall Street Journal, a major American newspaper, has always ignored the use of pictures, but in recent years, in order to meet the needs of the market, it has also begun to try to use the form of picture reporting. USA-Today, which uses a lot of pictures and emphasizes speed reading and readability, has now become the "visual element" of the newspaper with the largest circulation in the United States (according to statistics, 74% of them are news pictures), and its newspaper running criteria are increasingly influencing other newspapers in the United States, including The New York Times. Thick time reporting has brought unprecedented development opportunities for visual communication.
We are well aware that the quality of a modern newspaper is not only related to the content, but the real high standard must be both internal and external, with both form and spirit. Thick newspaper content is as important as artistic layout, and rational text communication is as important as perceptual visual communication. Based on the overall optimization of newspaper visual communication process, they are committed to realizing a readable-readable-enjoyable newspaper.