In view of some people's narrow views on things, this article is published in order to tell the world:
First of all, a word:
"All human cognition is trained by the world."
So when we say LOGO, we are actually talking about all the cognition behind LOGO.
The basic process is "object-color-pattern-emotion-quasi-text-text".
Large, medium and small, dot, line and surface, black, white and gray, nine elements decompose the world.
If you think the world is too complicated, you can try the "nine elements" method.
"Nine elements" is the basic way to see the world in design composition method, from which many design methods can be derived, just like the derivation of mathematical and physical formulas.
No matter how complicated, these nine forms can be combined. Like a big tree.
The trunk is its thread, the light from scattered leaves is its point, and the dense leaves become its surface;
Large, medium and small, small trunk, big crown, big sky.
Black and white ash, black trunk, rich crown, blue sky.
You can always read these nine elements from everything.
Spatial division of basic graphics and image meaning
Graphics are actually a part of the two-dimensional space divided by contours after people make the world two-dimensional.
Basic graphics have a very regular sense of geometry, but also reflect our views on things in the real world.
"Round, there is movement in my mind, wheels, the sun.
Square, regular, stable, box.
Triangle, stability, tower, entrance. "
We can clearly feel that the information conveyed by these forms is exactly what we get from real life.
Geometric figures can sum up our impressions through simple combinations.
Like:
Apples are easily associated with something round and red. This is an impression, and we will cycle memories in memory.
Even some words show an impression beyond their own meaning.
For example, medical VC, everyone even makes up whitening, skin care and young pictures in their minds, which is some kind of income from advertising.
The generality of this two-dimensional outline simplifies our memory. It is based on the principle of this picture structure that many of our feelings can be summarized.
We have reason to guess that the formation of words is the result that human memory of things can not be perfect.
Colors, patterns, readable emotions
Golden sunshine brings warmth, and it will be cool in the blue-purple shadow. Our subconscious gradually divides colors into two categories: cool colors and warm colors; Dark soil stains our hands, but snow can wash them. Lush green represents food, and the bright red flesh from hunting excites us.
These life instincts are just in line with our impression of color and will trigger emotions.
Emotion is also a symbolic content. Anger, happiness and peace are different and special in their hearts.
So emotions can be interpreted and expressed.
We can even gradually separate graphics from colors.
Fish shape, leaf shape, arrow shape, cross shape, these are our quasi-characters.
Quasi-text
Strictly speaking, quasi-writing is not writing, but this kind of graphics can convey quite accurate meaning, and people can even understand its meaning directly.
For example: eyes, leaves, arrows, crosses.
Although it is not written, it can form cognition across languages.
They have many characteristics:
Eyes: People can easily perceive other people's eyes, so the eyes are an extremely easily perceived symbol.
Arrow: It's easy to follow it.
Text originated from graphics.
From the ancient origin, words are also a kind of graphics.
After the historical evolution and the active exchange and learning of human beings, a number of conventional graphics have been formed. These graphics and thinking images are firmly combined, which is more efficient, more specific and faster than the information conveyed by the original graphics, and can express richer content.
In terms of speed and accuracy of information, the commercial value of words is much higher than that of graphics, but in the final analysis, words are still a kind of graphics.
Finally, go back to LOGO.
When you do this, you must consider its purpose:
Propagation speed: quasi-text = text > graphics
Information accuracy: text > quasi-text > graphics
Content richness: graphics >; Category text > characters
Think clearly where your brand will appear and what is the most important, then you can get what you want.
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