What is the importance of business card design?

In fact, as early as primitive times, people used symbols to record information and publicize information. Nowadays, in the era of information explosion, people need to record more information and publicity information, and business cards are one of them. In today's article, we will focus on the importance of business cards.

As early as in human history, plastic arts have been applied to "recording", not only for the purpose of "recording", but also with "announcement effect": China Yungang Grottoes, Dunhuang murals, Egyptian pyramids, Greek and Roman temple buildings are all relics of rulers to show their power and status, or to promote religious beliefs. In fact, there is no need for advertising in the barter era when the buying and selling behavior is not yet developed; Because before the invention of writing, the media of communication or thinking were all expressed in stone walls or caves with original pictures. According to the modern design concept, ancient cave murals are simple "notification", "announcement" or "recording" behaviors, and are also the most primitive print advertising design.

With words, pictures and written notices are gradually applied to convey opinions in daily life. China used calligraphy fonts to express shop strokes; In ancient Greece and Rome, the sign of ivy was often hung in front of hotels. It is the earliest universal advertising design. Until the middle ages, self-sufficient economic productivity led to the rise of commerce; The successive inventions of printing and papermaking opened the form and initial scale of modern advertising design. With the rapid change of modern capitalist structure, industrial industrialization and mechanized production have made commercial transactions wider and faster. Advertisements for industries or consumers are also expanding day by day, and the application of graphic design in plastic arts is also diversified.

"Business card" design is one of them.

What I want to talk about here is the business card design that belongs to visual communication; Business cards are both "painting" and "design" visual media. In the past, the design of business cards was mostly simple and to the point, but now the business cards used are much more interesting than before. Changes in font expression, color block expression, pattern expression, color expression, decoration expression and even typesetting make business cards no longer a simple and lifeless piece of paper. It has become a medium for people to meet for the first time and deepen their impressions.

Explore the form of beauty

What is design? Generally speaking, it's like handing out business cards. On the one hand, let the other party know us, on the other hand, the business card should be beautiful and generous. Basically, practical and beautiful business cards are born of design; However, what is the motivation of design? Of course, it is for the needs, business needs and communication needs. This phenomenon is like that human beings need light and invented candles and electric lights. So design can be explained by invention. If we look at design from the perspective of invention, designers are scientists, racking their brains, unless it is to create human civilization. Therefore, if we first establish such a complete and sound concept about design, and then engage in commercial design, we can create a delicate and healthy culture through various means in commercial design.

The concept of "beauty" is very abstract, especially for non-academic groups, which is often in a dilemma of thinking. But we can be sure that when most people's choices are similar, it is that the design of the "business card" itself has reached a certain "beautiful" form. Since Aristotle, an ancient Greek philosopher, Kant, Hegel and others have made famous studies on the form of beauty. In addition, modern psychological aesthetics scholars have sorted the forms of beauty into seven major items through various analyses and comments. But we should also understand that the form is fixed, and the interpretation of the form of beauty should be different in different times.

1. Rhythm: It is not easy to use the phantom of words or set the composition of graphics to express rhythm. But according to the analysis of modeling methods, it can be generally divided into two types: repetition and gradual change. When these two methods are used alternately with regular or irregular phenomena, they can develop into infinite graphics.

2. Symmetry: It can convey the psychological feelings of order, stability, stillness, solemnity and majesty. For example, a shape that is equal to the left or right or up and down is called substantial symmetry; When the left and right sides or up and down are not completely equal, but a sense of symmetry can also be produced visually, it becomes a sense of symmetry.

3. Contrast: Comparing two relative elements, such as straight line and curve, long and short, thick and thin, bright and dark, black and white, big and small, sharp and blunt, produces the phenomenon that the strong is stronger and the weak is weaker; And emphasize each other's characteristics to set off the beauty of contrast.

4. Balance: Two or more components are evenly distributed, reaching a stable state is called balance. The normal sense of balance has a sense of stability and static state; Abnormal balance presents an unstable and dynamic feeling, but it is emotional and relatively changeable. General modeling, substantial color, light and shade, size, texture and other sensory balance.

5. Proportion: Among the proportions, the most talked about is the golden ratio; Greek art often uses 1: 1.6 18 to seek the beauty of order change. Length ratio, diagonal ratio, dichotomy ratio and trisection ratio are all normal ratios.

6. Harmony: When two components exist at the same time, if the characteristics are too strong or too far apart, there will be a contrast phenomenon; If the two can reach an agreement and do not exclude each other, they will reach a harmonious state. For example, there is a contrast between black and white, and the gray between black and white is a kind of harmony, so harmony can be explained by the golden mean.

7. Unity: There are many factors to achieve unity, such as color, shape, direction, lightness and texture. Have this function; Unity can also be explained by "domination" and "subordination": when many opposing elements coexist, there will be exclusion and competition, so a theme is needed to integrate it. With the theme, there will be unity, the theme will be dominant, and other parts will become subordinate.