Ppt courseware of commercial illustration-the application of illustration elements in commercial posters! (urgent)

The concept of commercial illustration. Features. Apply. Use. The qualities that commercial illustrators should possess. Concept of commercial illustration: As its name implies, commercial illustration is an illustration with commercial value, which does not belong to the category of pure art. Commercial illustration can be defined as the commercial sale of digital works drawn by enterprises or products. The author gives up the ownership of the works and only reserves the right to sign. Illustration is a form of commercial illustration, and there are other examples, such as advertising illustration, cartoon mascot design, publication illustration and animated video game scenes. Characteristics of commercial illustration: Illustration is an image expressed by patterns. Based on the principle of unity of aesthetics and practicality, the lines and shapes are as clear and lively as possible, and the production is convenient. Illustration is a universal language in the world, and its design is usually divided into characters, animals and commodity images in commercial applications. Commercial illustration application: 1. Application of product structure decomposition diagram, biological structure diagram and architectural effect diagram II. Applied words and illustrations in layout design. Application in poster design. The application of realistic expression in packaging design The role of cartoon expression in decorative color 5. The application of novel story illustrations in book design. Application in computer games. Application in online media. Web design software interface design mobile phone interface design commercial illustration uses: In the field of modern design, commercial illustration can be said to be the most expressive, and it is closely related to painting art. Many expression techniques of commercial illustration are based on the expression techniques of painting art. The marriage of commercial illustration and digital technology makes the former make great progress in exploring the diversity of expression techniques or the depth and breadth of design theme expression, showing more unique artistic charm and thus more expressive. Commercial illustration is a promising industry, which is widely used in advertising, commodity packaging, newspapers, book binding, environmental art space, computer network and other fields. Various media have great demand for illustrations. However, the service life of commercial illustrations is short. When a commodity or enterprise is updated, this subsidiary work will be declared extinct or terminated. From the scientific definition, the ending of commercial illustration seems a bit tragic, but on the other hand, the brilliance of commercial illustration in a short time is incomparable to artistic painting. Because commercial illustrations spread through advertising channels and have a wide coverage, the social attention rate is many times higher than that of artistic painting. For example, this digital illustration of yogurt packaging (pictured) attracted consumers to buy more than 1 billion in two years of market sales because of its exquisite picture. Imagine that this number will increase before the next product replaces it. How many art paintings can hundreds of millions of people see in two years? Such brilliance is unparalleled! The qualities that a commercial illustrator should have: Illustrators often draw illustrations for graphic designers or directly provide pictures for magazines, newspapers and other media. They are generally professional illustrators or freelance artists, and have their own themes and painting styles like photographers. Their professional sensitivity and desire for new forms and tools have led many of them to use cg animation design tools to create illustrations. The software function of Cg animation makes their creative talent play a greater role. Whether it is simple or complex, whether it is traditional media effects, such as oil painting, watercolor, printmaking style or the endless new changes and new interests of digital graphics, it can be completed more conveniently and quickly. Digital photography is the latest development of photography. Photographers shoot objects with digital cameras or scan traditional positive films into computers through scanners, then adjust, combine and create new visual images on computer screens, and finally output positive films or negative films through film recorders. This new photography technology has completely changed the creative concept of photographic optical imaging, with digital graphics processing as the core, also known as' darkroom photography'. It blurs the boundaries between photographers, illustrators and graphic designers. Nowadays, as long as they are talented, they can complete all three tasks on the same computer. The application of illustration elements in commercial posters! (Urgent) The concept of commercial illustration is that the author gives up the ownership of the work, only retains the right of signature, draws illustrations for enterprises or products, and gets related remuneration. This behavior is fundamentally different from our previous views on painting. Before art paintings are collected by individuals or institutions, they can be published or displayed in various media without restriction, and the author receives a small percentage of fees. However, commercial illustrations can only serve one commodity or one customer. Once paid, the author will give up the ownership of the work and get a larger proportion of the remuneration accordingly, which is the same as the result that artistic paintings are finally collected or auctioned. However, the service life of commercial illustrations is short. When a commodity or enterprise is updated, this subsidiary work will be declared extinct or terminated. From the scientific definition, the ending of commercial illustration seems a bit tragic, but on the other hand, the brilliance of commercial illustration in a short time is incomparable to artistic painting. Because commercial illustrations spread through advertising channels and have a wide coverage, the social attention rate is many times higher than that of artistic painting. For example, this digital illustration of yogurt packaging (pictured) attracted consumers to buy more than 1 billion in two years of market sales because of its exquisite picture. Imagine that this number will increase before the next product replaces it. How many art paintings can hundreds of millions of people see in two years? Such brilliance is unparalleled! Commercial illustration has four components: (1) advertising commercial illustration; (2) cartoon mascot design; (3) illustrations of publications; (4) Electronic game art setting 1. Advertising commercial illustrations must serve commodities-they must have a strong sense of consumption, serve advertisers-they must have flexible values and serve the society-they must have a kind group responsibility; (2) Animation Mascot Design Product Mascot-Understand the product and find the combination of animation and product enterprises. -Tailor-made social mascots for enterprises according to enterprise CI standards-Analyze the characteristics of social activities, cater to them in time and extend them conveniently; 3. Illustrated publications-literature and art-children's books with good artistic accomplishment and literary skills-natural popular science with healthy and happy childlike interest and observation experience-solid artistic skills and extraordinary imagination-social humanities-colorful life experiences and dictation skills; 4. Video game art-image design-personality exchange. Emotional scene design-unique perspective, micro-macro restoration and comprehensive story script-there are certain rules for literary music to embody commercial illustrations in an artistic way, which must have the following three elements: (1) directly convey consumer demand; (2) accord with the public aesthetic taste; (3) Exaggerate and strengthen the characteristics of commodities. To have these three points, it depends on the comprehensive quality of illustrators. Express commodity information directly, because consumers will not take the time to understand the meaning of your painting. Because human consumption habits are quite persistent, in a dazzling shopping environment, if a consumer doesn't see or be attracted by your illustration within one second, I'm afraid he won't buy this product for a year or several years. Suppose consumers see your illustration, but they are rebellious about the color composition or image of the picture, which will also lead to the previous results. So; Conforming to the public aesthetic taste is the second hurdle for commercial illustrators. People who can spend with artistic vision are too rare! Your work is too artistic for others to understand, too vulgar for others to look down upon. Only if you can do this can you be considered a qualified commercial illustrator. With the attention of consumers, your work has entered the third level, compared with products all over the world. If the illustration does not strengthen and exaggerate the characteristics of the goods and is submerged by other goods, then the previous results will also be produced! In the supermarket, we often see the scene of picking it up and putting it down. A commercial illustration can only pass the test after checking out! Q: What is a commercial illustration? What's the difference between illustration and illustration? A: As the name implies, commercial illustration is an illustration with commercial value, which does not belong to the category of pure art. Commercial illustration can be defined as the commercial sale of digital works drawn by enterprises or products. The author gives up the ownership of the works and only retains the right of signature. Illustration is a form of commercial illustration, and there are other examples, such as advertising illustration, cartoon mascot design, publication illustration and animated video game scenes. Illustrations are images expressed by patterns. In line with the principle of unity of beauty and practicality, we strive to make lines and shapes clear and vivid, and make them convenient. Illustration is a universal language in the world, and its design is usually divided into characters, animals and commodity images in commercial applications. Figures: Illustration is based on figures, and it is easy to hit it off with consumers, because figures can best show cuteness and intimacy, and there is a lot of room for imaginative creation. First of all, the proportion of shaping is the key. In life, the head-to-body ratio of adults is 1:7 or 1:7.5, and that of children is about 1:4. The facial expression of the characters is the focus of the whole, so it is very important to describe the eyes. Secondly, the use of exaggerated deformation will not give people an unnatural and uncomfortable feeling, but can make people laugh and feel happy, making the overall image clearer and more impressive. Animal image: Animals have a long history as cartoon images. In real life, many animals have become people's pets, and these animals are more popular as cartoon images. When creating animal images, we must attach great importance to creativity and personification. For example, one difference between animals and humans is that their faces don't smile for a long time. Anime images can give animals the same smile as human beings through personification, and humanize animal images. It is easy to be accepted by people to use animal schools that they know and love in their lives. Commodity image: it is the expansion of animal personification in the field of commodities, and anthropomorphic commodities give people a sense of intimacy. Personalized modeling has a refreshing feeling, thus deepening people's direct impression of goods. As far as the concept of commodity personification is concerned, it can be roughly divided into two categories: the first category is complete personification, that is, exaggerating commodities and personifying them by using their characteristics and modeling structure. The second category is semi-anthropomorphism, that is, adding hands, feet and heads unrelated to commodities as anthropomorphic characteristic elements. The above two anthropomorphic molding technologies make the goods humanized and personalized. Through the form of animation, emphasizing the characteristics of goods, its actions and words are directly related to goods, and the publicity effect is more obvious. Illustrators often draw illustrations for graphic designers or directly for magazines, newspapers and other media. They are generally professional illustrators or freelance artists, and have their own themes and painting styles like photographers. Their professional sensitivity and desire for new forms and tools have led many of them to use cg animation design tools to create illustrations. The software function of Cg animation makes their creative talent play a greater role. Whether it is simple or complex, whether it is traditional media effects, such as oil painting, watercolor, printmaking style or the endless new changes and new interests of digital graphics, it can be completed more conveniently and quickly. Digital photography is the latest development of photography. Photographers shoot objects with digital cameras or scan traditional positive films into computers through scanners, then adjust, combine and create new visual images on computer screens, and finally output positive films or negative films through film recorders. This new photography technology has completely changed the creative concept of photographic optical imaging, with digital graphics processing as the core, also known as' darkroom photography'. It blurs the boundaries between photographers, illustrators and graphic designers. Nowadays, as long as they are talented, they can complete all three tasks on the same computer. Poster poster explains according to its meaning that "move" is to guide attention, and "paste" is to post, that is, "to attract attention". The English name of poster is "poster", which means notice displayed in public places in the Oxford English Dictionary. In the advertising dictionary published by "International Textbook Publishing Company" in London, posters refer to printed advertisements posted on cardboard, walls, large wooden boards or vehicles, or displayed in other ways. It is the main form of outdoor advertising and one of the oldest forms of advertising. Some people interpret the meaning of posters according to their root structure and anecdotes, and think that posters are converted from "posts", which means posts, so posters refer to all notices posted on posts. The earliest poster in the world is a 20cm×25cm advertisement for missing persons in Egypt 3000 years ago, which is about chasing an escaped slave. This poster is now in the London Museum. The earliest printed poster found in the world is an advertising poster that appeared in China AD 1 1 century (Song Dynasty) and is now in the Chinese History Museum. Posters have another name in China, and no Chinese dictionary has given a special explanation to the word "poster". However, it is said that during the Qing Dynasty, foreigners parked foreign goods on seagoing ships at the coastal wharf in China, and put up posters in conspicuous places along the wharf to promote their own goods. Coastal citizens call this poster a poster. If this development continues, all posters with similar purposes and other information will be called "posters" in the future. As a visual communication art, poster can best reflect the formal characteristics of graphic design. It has the most important basic elements of visual design, and its design concept, expression means and techniques are more typical than other advertising media. The establishment of international authoritative design institutions, the continuous holding of international poster exhibitions, and the publication of related poster design monographs and poster yearbooks have strongly promoted the development of modern posters to a higher level, making them still in the main position of visual expression. Important international poster exhibitions include: Warsaw International Poster Design Art Biennial; Czech Brno International Graphic Design Art Biennale; Colorado International Advertising Poster Invitation Biennale; Mexico International Advertising Design Art Biennale; Moscow International Advertising Design Biennale, Russia; Lahti International Advertising Design Art Biennale, Finland, etc. In ancient times, the illustrator had a very important position, and he was the spokesman of the cultural level and class rule. In modern times, illustrators are very avant-garde. He is a romantic figure who advocates revolutionary ideas and satirizes the shortcomings of the times. In modern times, illustrators are noble. He is a waiter who beautifies life and alleviates contradictions. Wang Dongsheng, an outstanding illustrator in China, said. Not long ago, at an illustration report meeting of Renmin University, Wang Dongsheng gave a speech entitled "Happy and Rich Commercial Illustrator". "Illustrators are assistants or clowns, and they are interchangeable items when changing plays. Sometimes, he is the standard-bearer who decides the outcome of the battle. " "Happiness and wealth" is a true description of the quality of life of a few people in this industry, but it is far from the general living condition of this professional group. "When the industry rules have not yet been formed, you have succeeded, and you are the one who makes the rules." There are many gaps left by the illustration industry in China, which are of pioneering significance to the practice of every illustrator. In other words, with the development of modern science and technology and modern tools, the prospect of illustration is very broad. Illustrations of children's books, commercial advertisements, government regulations and general traffic regulations all need a large number of illustrators. There are also commercial advertisements like now. For example, when a new building starts, many illustrators are needed to do these things, on the periphery of the building wall, as well as the publicity of the building. Illustration even goes out of paper and extends to the wall and environment, including science fiction in science and technology, as well as illustrations such as animal and plant specimens and illustrations, which require a wide range of talents. A netizen named ilughoiu wrote in the Virtual Illustrator Survival Society: "Unfortunately, a considerable number of illustrators are engaged in pirated processing in some studios and illegal companies. And their level is quite high! Patterns on some paper products (stationery, envelopes, greeting cards, etc.). What we usually see in the market is from their hands. Of course, most of them are plagiarism. Sometimes, how many illustrations can you see in an open magazine? Photos are everything! On the bright side, this is a good thing. Because this shows that there is still a lot of room for development in illustration. " Another netizen Albert said: "I don't think it will be commercial illustrators who starve to death, but artists!" " Many foreign publications use commercial illustrations, which have copyright advantages. With China's emphasis on copyright, I imagine there will be a growing demand for commercial illustrations in China. Commercial illustrator is a very rich and happy career. Because every painting is related to direct reward. "In any case, commercial illustrators in China are gathering in one direction under the call and organization of some people, and this soon-to-be-formed professional community will become the source of illustration power in China in the future. Second, the current market situation of commercial illustration in China. The current situation of domestic commercial illustration industry can be said to be perilous, treading on thin ice! After the WTO protection period in 2008, our cultural form will face an unprecedented impact, and local illustrations will be difficult to pronounce. What's more, there are very few people who draw illustrations now, and as far as I know, they can't be the mainstay; Illustrators from Hongkong, Taiwan Province and Canada have landed on the coast. In a few years, a large number of foreign artists will flood into China for gold. So can we stick to our cultural stand? Compared with foreign countries, there are the following shortcomings and areas that need to be improved urgently: 1: the transformation between culture and business is too slow. 2. Lack of social awareness. 3. There is no talent reserve. The division of labor in foreign illustration production is very rich, and illustrators are divided into many aspects according to their own styles and different ideas. Some illustrate books and specialize in books; Some specialize in advertising; Some of them specialize in outdoor murals. In terms of tools and methods, it has broken the previous illustrations with colors and pens, and the means have been very rich. In other words, an illustrator needs to master a variety of means and have flexible thinking. Qi Baishi, a great painter in China, once said a very famous sentence: "The beauty of painting lies in similarity and dissimilarity, too similar to internal customs, and not like exciting the world. "He means alienation. If we extend this concept to today, that is to say, between right and wrong, between reasonable and unreasonable, between right and wrong, we always look for a kind of integration in contradiction, and then produce a new thing, that is, freshness. Through consulting some materials, I learned that the middle and lower levels of China advertising industry are all local advertising companies, with small scale, large quantity, few customers and low fees. A large and medium-sized city may set up and close hundreds of such companies every year. Although they also need a lot of illustrations, they often steal existing pictures to cope with the situation because of lack of money. Even if an illustrator is specially invited to draw, due to the limitation of customer budget, it is often impossible to give a generous unit price. The advertising industry in China is dominated by relatively large multinational companies. Some 4A or quasi-4A companies, such as Dentsu, Macon and Ganoderma lucidum, are still their initial international customers, such as Nestle Coffee, Intel, Sony and Coca-Cola. In fact, these advertising companies initially landed in the mainland market to follow the development of their original customers. However, since they occupied the mainland market 10, various companies have been localized, grabbing mainland advertisers and carving up the largest market share in China. At the beginning, the international background of these companies made almost all illustrations monopolized by overseas illustrators. After several years of development, everyone realized the advantages of local illustrators: low price, local painting style and no geographical distance between work and monitoring. So it seems that there are more and more local illustrators in recent years, but the really important illustrations have to be sent to Hong Kong and other places for production. In terms of price, the average illustrator in China charges several hundred to one thousand yuan/piece, the illustrator in Hong Kong or Taiwan Province Province charges several thousand to ten thousand yuan/piece, and the illustrator working in Hong Kong charges ten thousand to tens of thousands/piece. Of course, this price is only suitable for advertising in general and painters who are not as professional as themselves. If it's a special kind of painting, and it's an outsider, that's another matter. For example, 1997, Zhide Advertising Company bought an illustration from a local Yangliuqing painter, worth 70,000 yuan, which is definitely beyond the reach of professional illustrators who sell themselves as prostitutes. But this still can't reach the real price of art! China's advertising industry relies too much on computers and photography. Due to the uncontrollable time production level and personal illustration creation, people would rather rent a painting from a gallery company for 3000 yuan and modify it by computer (often pasting a product picture on the original picture) than hire an illustrator for half the price. Therefore, our illustrators are often just "proposal sketch" painters, visualizing ideas and facilitating communication with customers. Once the proposal is passed, the next step is the photographer and the photo rental company. In fact, the most profitable job has never been an illustration in the true sense, but a variety of sub-lens marriage proposal scripts "TVSee". Because the demand for proposals is large and the requirements are low. You can draw at least 20 shots in eight hours every day. 100 yuan can get two thousand yuan for a shot. I'm sure I can get 10 thousand yuan for working a week But if it is a real illustration for graphic publishing, the company's requirements will be harsh immediately. At the rate of 5000 yuan each, you can draw one every two days, but it will definitely be revised. The preliminary revision opinions are put forward by the advertising company, and can only be sent to customers for review after the advertising company is satisfied. Of course, the customer must also propose amendments (often inconsistent with the original amendments of the advertising company), and then make painful revisions again and again. It often takes a week to complete an illustration for 5000 yuan, and the income plummets! Nowadays, illustrators no longer earn so much money. Advertising illustrations may also become like this. You don't need a level to draw a draft illustration, but you have to make money. Finally, mainland illustrators specially draw things for 100 yuan a week, and all illustrations for 30,000 yuan are sent to Hong Kong. Long-term low-level work, so that everyone's creativity can not keep up with the market, the cost is less. However, animation in China is still developing. It is very likely that a large number of animation talents will emerge in China one day, and so will our illustrators. Wang Dongsheng said, "There will be an illustration craze in 2008 and 20 10, and China needs to make preparations five years in advance. When foreign illustrators enter China, we can't give up the market. "