This lecture is mainly about four aspects.

Generation and definition of 1. design. 2. Design factors. 3. Realization of the design. 4. The purpose of the design.

First, the generation and definition of design.

The design behavior itself can be considered to be accompanied by the appearance of human beings. The appearance of stone tools means the beginning of human purposeful and conscious design activities. With the development of society, in some technical industries, when the image is realized as planned, design becomes a conscious planning behavior. It can be inferred from the etymology of the word "design" that the word "design" refers to all kinds of ideas and ideas before making a fuss. Since18th century, due to the development of machinery industry, in order to mass-produce daily necessities and printed matter, people must imagine the process of a product from material to completion, so that the image considered is exactly the same as the finished product, which can be said to be one of the reasons for the design thinking method.

People consciously used the word "design" in the period of 1920- 1930. The English word for design is "design", which evolved from the Latin word "design". At present, design in a broad sense refers to planning, that is, a scheme with a certain purpose in mind and its realization as the goal. This concept definition covers almost all the creative activities of civilization in human history, and its conception process and creative behavior have become the connotation and soul of modern design concepts.

In a narrow sense, design is endowed with certain aesthetic concepts in concept and behavior. We generally define it this way: design is a kind of idea and plan, and the image creation process of visualizing this idea and plan through certain means.

Second, the design factors-form and function

Form means the appearance of an object. Simple appearance is often the embodiment of an object's surface charm, or it covers up its structural defects. The shape of an object is determined by its internal function, and it must be consistent with the internal structure of the object. The internal structure includes the material, structure, function and economy of the object.

How to deal with the relationship between appearance and internal function? As a form of appearance, it should be loved and inspiring, and its materials, functions and structure should all serve human beings. The two should complement each other and be well combined for design work.

Third, the realization of the design

Design can't just stay in imagination or words. Design needs to be concrete and visual, and professionals need to participate.

Imagination is different from design. Imagination is the primary stage of design, and only by giving people's imagination to material or entity realization can it be called design. Imagination is a field where everyone can participate. And design has the technical field of visualization and materialization, which belongs to the category of professional designers.

The realization of the design includes three processes.

Conception process-the consciousness of creating things (or products), and the ideas and concepts developed and extended from this consciousness.

Behavior process-the process of making the above ideas and ideas come true and eventually forming the feasibility judgment and formation of objective entities (or products).

Realization process-aiming at the most purposeful, practical and economic value, it runs through the whole design activity and realizes the comprehensive value of finished products (or products).

Fourth, the purpose of the design

The purpose of design is to serve mankind.

Design is to use science and technology to create things and environments that people need in their lives and work, and to make people and things, people and environment, and people and society harmonious with each other. Its core is "people".

The second lecture on the field and classification of design

According to the purpose of design, design includes visual communication design, product design and environmental design. However, due to the different positions of researchers and different understandings of the concept of "design", it presents different forms.

Kawada, a famous Japanese designer, believes that in the corresponding relationship between man, nature and society, there are visual communication design as a spiritual device connecting man and society, product design as a tool device connecting man and nature, and environmental design as an environmental device between social and natural, as shown in the following figure:

With the development of modern design, the subdivision and marginalization of disciplines, and the independence and perfection of subordinate parts in various fields, it is bound to produce more abundant forms of design fields. For example, the CI design system that rose in the 1960s and gradually improved.

Chapter II Plane Composition

The first lesson is an overview

First, the basic concept of plane composition

"Plane" refers to the two-dimensional plane features in the form it takes.

"Composition" refers to a modeling concept, which refers to the concept of recombining multiple units in different forms (including different materials) into a new unit and endowing it with vision and machinery. Simply put, "composition" refers to the composition of the body. "Plane composition" refers to the decomposition and combination of existing forms (points, lines and surfaces) in a two-dimensional plane according to a certain order and law, thus forming an ideal combined form.

Second, the tools and materials needed for plane construction. (omitted)

The second lecture on the understanding of "form"

One,

Second, the relationship between shape and shape

(1) separation (2) connection (3) penetration (4) deletion (5) difference overlap (6) overlap (7) combination coverage (8)

Third, the basic shape

Usually concise and clear. It is a composite image unit, which constitutes a repetition or association.

Elements of the third form-point, line and surface

Point, line and surface are the most basic elements of all modeling elements and exist in any modeling design.

First of all, point out

Point is the foundation of all forms, and point is the center of force. The stagnation point has the function of concentrating and solidifying the line of sight. The continuity of points will produce the feeling of lines, the collection of points will produce the feeling of surface, and the different sizes of points will produce the feeling of depth.

Second, ok

The lines are wide, narrow and thick, and they are expressive. The shape of a surface is defined by lines, and different lines represent different ideas. The thickness of the line can produce a far-near relationship. Lines have strong directionality.

Third, the surface

The surface has length and width, no thickness, and a certain image. There is a difference between reality and reality. The division of faces will produce different effects. Points, lines and surfaces can be transformed into each other.

The fourth lecture on bones

First, the concept of skeleton

In the plane composition design, skeleton is an important factor to determine the position, size and orientation of the body. Simply put, bones are the arrangement order of images. Skeleton has two functions: one is to determine the specific position of the basic form of each unit, so that there is a certain space and distance between the basic forms of each unit. The second is to divide the whole picture into equal or unequal space units, so as to effectively control the rhythm and direction brought by the arrangement and combination of shapes.

Second, the classification of bones.

Regular skeleton: a skeleton form based on strict mathematical logic. It has the logical beauty of clear division and rationality. Example: repetition, gradient, emission.

Irregular bone: a relatively free, irregular or irregular and feasible bone formation form. Such as approximation, contrast and density.

Functional skeleton: refers to those bone shapes that give the body an accurate spatial position and make the appearance of the body completely controlled by its bone line. (When the picture is finished, it can show the existence of bone lines. )

Inactive skeleton: the skeleton only determines the position of the basic shape, not the size of the shape, occupying space and not the direction. Bone line does not constitute an independent osteon. (After completion, the skeleton line will not be displayed on the screen)

The fifth lecture is about several forms of plane composition.

1. gradual change: gradual change is a very regular phenomenon, which may produce a strong sense of perspective and space in visual design, and it is an orderly, regular and rhythmic change. Include shape gradient, direction gradient, position gradient, size gradient, color gradient and bone gradient.

2. Repetition: refers to the appearance of the same image twice or more in the same design to enhance the impression, create a regular sense of rhythm and unify the picture, including basic shape repetition, shape repetition, size repetition, color repetition, texture repetition and direction repetition.

3. Approximation: refers to the similarity in shape, size, color, texture, etc., showing the effect of vivid change and unity, including shape approximation and bone approximation.

4. Contrast: The combination of elements with opposite properties in composition can produce clear, positive and strong visual effects. Including shape comparison, size comparison, color comparison, texture comparison, position comparison, center of gravity comparison, space comparison and virtual reality comparison.

5. Emission: With the center as the visual focus, all images are concentrated or scattered from the center, which sometimes causes a sense of light movement or explosion, which has a strong visual effect. Include central launch, spiral launch and concentric launch.

6. Dense: The basic form is freely dispersed in the whole composition, with sparse and dense, and the densest or rarest place becomes the visual focus of the whole design, causing visual tension on the picture, which is like a magnetic field and has a sense of rhythm. Including point density, linear density, free density, crowding and alienation.

7. singularity: refers to the fact that the constituent elements intentionally violate the order in the orderly relationship, so that a few individual elements stand out to break the regularity. This structure is to break the monotony and get a lively effect. Include specific shapes, sizes, colors, orientations and textures.

8. Texture: refers to the texture of the image surface. Visual texture refers to the texture seen by the eyes, which is actually a plane visual pattern. There are many ways to obtain the effect of visual texture. Such as rubbing, spraying, dyeing, etc.

(Note): This chapter should cooperate with a certain amount of work to deepen understanding.

Chapter III Color Composition

The first lecture on light and color

First of all, about light

There are two kinds of light sources, namely natural light and artificial light. The beautiful color band produced by natural light dispersion is called spectrum.

Second, the generation of color.

The production of color is the result of light acting on human vision and brain, which is a kind of visual perception.

Colors in life can be divided into two kinds: natural colors and humanistic colors. Natural color refers to the color of all kinds of things in nature under any light, such as natural landscape, animals, plants and so on.

Third, the object color and intrinsic color.

Generally, the color of a non-luminous object is called the object color. Intrinsic color usually refers to the color characteristics of an object under normal white light irradiation, which is universal.

Fourth, the category of color.

Colors can be divided into two categories: achromatic colors and colored colors.

Achromatic refers to black, white and neutral gray mixed with black and white. Achromatic colors and colors have the same psychological value and are symbolic. Black represents emptiness, extinction, silence, firmness, etc. White represents illusion, infinity, silence, infinite possibilities and so on. Gray is the most passive color, stable and simple.

All colors are colored except achromatic, no matter how dark how bright is.

Lecture 2 elements of color and Color System

First of all, hue

The appearance of color. People give different colors in the visible spectrum corresponding names, such as red, orange, yellow, green, blue and purple, which are called hue. This is the most striking feature of color.

Second, lightness.

Refers to the brightness of a color. Among achromatic colors, the highest lightness is white, and the lowest lightness is black and white. In all color systems, each color has a corresponding brightness. For example, in the color ring, the highest brightness is yellow and the lowest is purple. Brightness has a strong independence in color elements, and can be presented separately through the relationship between black, white and gray, without any tonal characteristics.

Third, purity

Refers to the freshness and turbidity of a color. For example, if green is added with white, the purity will decrease. The more times colors are mixed, the lower the purity will be. The purity reflects the inherent variety of colors.

Fourth, the color system

1. Mancel system

2. P, C, C, S surface color department of Japan Color Research Institute.

The third lecture on color mixing

First of all, three primary colors

1. Primary colors: the three most basic colors on the color phase ring. Neither of them contains the components of the other two colors, nor can they be combined with the other two colors.

2. The three primary colors of color and light

Refers to the spectral colors, namely R (vermilion), G (turquoise) and B (blue-purple).

3. Three primary colors of pigment

Refers to poster color or painting color and ink color.

They are magenta, cyan and yellow respectively.

The four printing colors are C (cyan), M (magenta), Y (yellow) and K (black).

4. What are intermediate color, composite color and complementary color?

Intermittent color: the mixture of any two primary colors, that is, all colors except the three primary colors on the color ring.

Composite color: a color that is a mixture of intermediate color and intermediate color or more.

Complementary colors: The colors at both ends of the phase ring 180 are called complementary colors.

Second, additive mixing.

Refers to the mixing of light. When more than two kinds of light are mixed together, the brightness will increase. The total brightness of the mixed colors is equal to the sum of the brightness of the mixed colors. When the three primary colors are mixed in a certain proportion, they appear white.

Third, subtraction mixing.

Refers to the mixing of pigments. In subtractive color mixing, the more mixed colors, the lower the purity and the lower the brightness.

Fourth, neutral mixing.

It is the visual color mixing produced by people's basic visual physiological characteristics, but the color light or pigment itself is not mixed together. Because the brightness of the color mixing effect neither increases nor decreases, but is the average of the brightness of each color, it is called neutral mixing.

Spatial mixing is one of the most common neutral mixing, and it is also one of the commonly used color matching methods in design. When different colors are put together and far away from the eyes, these colors will be mixed together visually. Because of the influence of the spatial distance of this color mixing, we call it spatial mixing.

In printing technology and color TV imaging, the mixing principle is used. On the fabric, the color effect of spatial mixing is also very attractive. Spatial mixing is often used in painting, especially for impressionist painters.

Fourth, the psychological function of color.

First, the psychological role of color

1. The psychological illusion of color

People will have different psychological feelings in the face of different colors, cold and warm, light and heavy, far and near, strong and weak.

2. The emotion of color

Red gives a warm and active atmosphere, orange gives a soft feeling, yellow is bright and gorgeous, green is fresh and quiet, blue is broad and pure, and purple is noble and mysterious.

The fifth lecture on color contrast and color collocation

First, tone contrast and color matching.

The juxtaposition of different colors and the difference in tone in contrast are called tone contrast. Generally, it includes complementary color contrast, primary color contrast, indirect color contrast, adjacent color contrast and similar color contrast.

Second, lightness contrast and color matching.

That is, the contrast of color brightness.

Three. Purity (i.e. chromaticity) and comparison of its color matching.

That is, the contrast reflected by the degree of color freshness and turbidity.

The fourth chapter is the formal beauty law of plane composition.

The basic law of formal beauty comes from the knowledge accumulated in life.

1. Harmony (also called harmony): The broad explanation is that when judging the relationship between two or more elements or parts, each part gives us a sense of overall coordination.

In a narrow sense, the relationship between unity and contrast is not monotonous and chaotic.

2. Contrast: The two elements with great contrast between quality and quantity are successfully listed together, which makes people feel distinct, intense and unified.

3. Symmetry: also known as uniformity, including axial symmetry (that is, left-right symmetry, up-down symmetry) and point symmetry (that is, central symmetry, up-down symmetry, left-right symmetry at the same time).

4. Balance: Balance in design refers to the balance that acts on visual judgment according to the distribution of image shape, size, weight, color and material, and the composition of balance is dynamic.

5. Proportion: the quantitative relationship among parts, parts and whole.

6. Rhythm (some books call it repetition): This term with a sense of time refers to the sense of movement when the same element is repeated.

7. Rhythm (also known as rhythm): refers to arranging images or color groups that change regularly in composition according to the number ratio and equal proportion, so as to produce a sense of melody in music and poetry.

(Note: The key point is to ask students to analyze, explain and judge the beauty of various visual images in society with the law of formal beauty).

Chapter V Basis of Role Design

The first lecture is about role design.

First, the concept and significance of role design

Role design includes the modeling design, writing and performance of various roles, or their techniques and the roles they represent. Character design is an important factor in graphic design. Specifically, character design is to explore the theory and technology of character modeling, and to study characters. Specially designed courses such as font, stippling, word stand, interlining and arrangement. Text design is a composition technology to improve the visual effect and beautiful layout of advertising copy. The purpose of text design is to obtain the highest communication effect of advertising pictures.

Second, Chinese and Western calligraphy and character design

Character design belongs to applied art design, which is different from handwriting. However, if we don't systematically understand Chinese and western calligraphy, we can't avoid the integration and flexible use in font design.

We should inherit the essence of China's calligraphy, apply China's calligraphy to character design, and display its unique charm.

Third, the writing and design of calligraphy performance

Generally speaking, there are four styles of China's calligraphy: "Zhengcaoli seal".

China fonts evolved from pure painting to linear symbols, which can be roughly divided into six bodies. Ancient Chinese, seal script, official script, cursive script, official script (regular script) and running script.

The second lecture on modern printing fonts

First, the font size specification

At present, there are two common writing systems in China: American "dot" and Chinese "number".

Second, several printing fonts commonly used now

1. Song Ti: thin and thick horizontally, with decorative angle on the right side of horizontal pen and vertical pen angle. Uniform, beautiful and generous. Mostly used to promote the text design of printed matter.

2. Bold body: the strokes are equally wide horizontally and vertically, with a square head and a square tail, dignified and steady, and there is no dead corner at the corner. Vigorous, steady, solemn and eye-catching. Suitable for writing headlines, street signs, etc.

3. Imitation of Song Dynasty: woodcut fonts invented by Bi Sheng in Song Renzong for movable type printing. It is characterized by a rectangle, slightly upward strokes, little difference between horizontal and vertical, and a brush at the end of the pen, which is full of exquisite feeling. Suitable for short articles, prefaces, postscript, catalogues, instructions, especially vertical layout schemes, with literary flavor.

4. Regular script: with strong writing, moderate thickness, clear handwriting and high readability, it is mostly used for printing design such as textbooks, letters and notices.

Third, English fonts.

1. English font structure and characteristics

(1) English uppercase and lowercase letters

(2) the writing structure of English letters

(3) the structural features of English letters

2. Types of English fonts

(1) isosurface

(2) Writing style

(3) Variants

(4) Optical body

3. English fonts and Arabic numerals

Different English fonts have their corresponding Arabic numerals and punctuation marks.

Fourth, the spacing and arrangement of words.

Chapter VI Logo Design

The first lecture on the definition and function of trademarks

I. Definition

Trademark is a symbol, which can identify the origin of goods, services and enterprises, making it one of the important means to ensure quality, establish the image of enterprises and commodities, and enhance consumer confidence, with the ultimate goal of helping to promote sales.

Second, function

1. Attention and understandability make customers remember, thus achieving the purpose of conveying information.

2. Enable sellers and customers to identify commodities through trademarks-that is, trademarks represent enterprises and commodities.

3. A trademark is a proof of the quality and reputation of an enterprise's goods and services.

4. Trademarks protect the production and technology patents of enterprises.

5. Trademarks are protected by law through registration.

6. Promote and beautify commodities.

7. Establish and improve the visibility of enterprises.

The second lecture focuses on trademark design.

1. The principle that function comes first and function serves form.

Step 2 be concise and lively

Step 3 generalize

4. Vivid and infectious

The third lecture on the elements of trademark design

A complete modern logo should consist of the following three parts: 1. Logo graphics (marks or trademarks); 2. The font (logo or logo) of the enterprise or product name represented by the logo; 3. Fixed color of logo image and font (logo and logo) and fixed combination of visual recognition (visual recognition; ; Referred to as VI).

I. Logo (font)

1. Definition: It consists of two or more letters, often forming a short word or an unchanging whole.

2. The new trend of logo design in China:

A the font of the enterprise name should be as short as possible;

B. combine the Logo image and logo into a whole;

C. take the initials of the enterprise name as the symbol. For example: IBM (International Business Machines Corporation)

Chapter VII Packaging Design

Lecture 1: Overview of Packaging Design

First, the development of packaging design

Packaging is a bridge between producers and consumers. In the past, packaging was only a measure to protect products from damage during transportation and storage; Nowadays, whether the shape of packaging can directly capture the attention of consumers is directly related to the sales volume of products.

Second, the basic needs of product packaging

Packaging is a tool for customers and consumers to keep products in good condition. In order to realize its commercial function, it must meet the following requirements:

A. the package should be able to hold the product;

B. packaging should be able to protect the product;

C. the package must be able to clearly express the content;

D. packaging costs need to be rationalized;

E. packaging should be able to promote products;

F. packaging vision needs integrity;

G. packaging should be able to save natural resources;

H. packaging should not damage the ecological environment;

First, the packaging should be convenient for transportation and compatible with other warehousing.

The orientation of packaging design: the second lecture

First, what is positioning.

Positioning refers to the specific position of a brand product in consumers' minds, while packaging positioning needs to convey accurate product information to consumers and give them a unique and unique product impression.

Second, the three orientations of packaging design.

1. manufacturer's orientation: indicate who produces the goods and what is the trademark?

2. Product positioning: It should clearly reflect what is in the package, its characteristics, attributes and uses.

3. Consumer positioning: define who the product is for.

3. Factors to be considered in packaging design.

1. What kind of packaging is attractive to consumers? Know the target. Consumers' culture, religion, politics, factors, living standards, living habits, etc.

2. As far as the sales market is concerned, know the proportion of this product in the market, competitors' situation, relevant market regulations and the development trend of existing packaging design?

As for the manufacturer, it is necessary to know the position of the manufacturer in his product sales market and among competitors.

The third lecture is about the application of characters, figures, symbols and colors in packaging design.

1. Text: Learn how to write various fonts and learn about different styles of fonts. It requires clear narration, concise language and accurate grammar.

2. Picture: The theme is distinct, which can fully display the color and texture of the product and match the text.

3. Logo: easy to identify and remember, linked with products, standardized, with national characteristics.

4. Color: pay attention to the combination of color blocks and lines, emphasize the sense of form, and use more primary colors.

Chapter VIII Advertising Creation

First of all, master the key elements in the print advertising scheme:

A. head line;

B. subtitle;

C. copy of the text;

D. short description;

E. boxes and panels;

F. standard font (logo);

G. Slogans (slogans)

H. Seal and signature

Second, the function and role of advertising headlines

The main function of advertising headlines is to get instant impression. Its specific functions can be summarized as follows:

1. attract readers' attention:

2. Choose promising consumers from readers;

3. Introduce the main text to readers;

4. The desire to prompt consumers to buy immediately;

Third, the classification of advertising headlines.

1. Direct title

2. Indirect title

3. Compound title

Chapter IX Layout and Arrangement

The first lecture on the definition and purpose of arrangement

I. Definition

Arrangement is the visual arrangement and configuration of characters, illustrations, photos, patterns, marks and other elements of plane modeling, making it the most infectious composition technology.

Second, the purpose of the arrangement

1. Improve the psychological contact effect between consumers and advertising content.

2. Make the graphic processing (graphic design) of various elements reach the best visual perception value.

The second lecture on the problems that should be paid attention to in layout design and arrangement

1. Enhance the visual effect.

2. Improve the visibility and readability of the text.

3. A sense of visual unity.

4. Pay attention to the expression of goods.

5. The design should be new, unique and personalized.

The third lecture on the design order of advertising arrangement

Generally, it can be summarized as follows: ① According to the intention of advertising creation, determine the proportion of various elements. (2) consider the advertisement layout and choose the layout content. ③ Determine the proper position of the advertising theme in the layout. ④ Consider the relationship between advertising copy and advertising theme. Determine its correct position. ⑤ Decide the composition form. ⑥ Consider whether each factor conforms to the normal visual process of human beings, that is, from left to right and from top to bottom. ⑦ Adjust the position and layout of illustrations (font size, sorting, between words, between lines, etc.). )

Fourth, the basic form of advertising arrangement.

This lecture can be analyzed and evaluated by taking good and bad advertising design works as examples. There are ten basic forms of advertising arrangement: vertical, oblique, horizontal, cross, parallel, emission, circular, S-shaped, contrast and dispersion. A successful layout design should also pay attention to the blank picture and visual guidance.

(Note): Through the study of the contents of this chapter, students are required to make excellent layout design in a certain size of layout in combination with specific advertising copy.