The Basic Connotation of Visual Communication Design

The basic connotation of our teacher's teaching is probably like this: a process of conveying a certain information to the conveyed object through the form of visual art, which has an impact on the conveyed object.

The following excerpt is from: elegant life Sina blog, or you can go to Baidu encyclopedia to see it all!

Visual communication design is also called pattern design, decoration design, artistic craft design, artistic design, commercial design or graphic design. The Central Academy of Arts and Crafts, the earliest design institute in China, called this major "decorative design", which is divided into two majors: commercial art and book binding. Chinese names are basically translated from Japanese or English, and the name of visual communication design gradually replaced commercial design and graphic design since World War II in1980s (China began to use it gradually in 1990s). It is called commercial design because the main works of commercial design are advertising works needed for commercial marketing as far as the purpose of the works is concerned. It is called graphic design because the main works of graphic design are graphic works rather than three-dimensional works in terms of expression scope and media used. But in 1960s, works or services of the same nature were continuously extended to public service advertisements, event posters, three-dimensional packaging, corporate image design system (CIS) and so on. , and the media and media used also expanded to the fixed-point propaganda device (pop), movies, television, computer animation, paper carving, and even expanded to the Internet website in the 1960s. At this time, these works are not only advertisements for commercial marketing, but also not limited to print media or paper products. Therefore, it is more appropriate to call these works or services with the same nature and factors, which can cover the names developed after 1980. And what are the * * * factors of these works or services of the same nature? * * * is the same.

The factor is the use of visual media; The second factor is communication and persuasion, so the name of visual communication design came into being. Generally speaking, visual communication design is a shaping activity that uses visual factors to communicate and persuade.

The field of visual communication design includes:

Book editors design advertising design, packaging design, corporate image design, poster design, window design, display design and so on.

After entering the 1990s, the Internet and high technology are the new stage of art design. Unlimited information resources, interactive pictures and texts, and high-speed and efficient multimedia communication will have a great impact on the development and changes of humanities, society and commerce, technology and emerging interdisciplinary subjects. The concept of visual communication has expanded again.

Multimedia design mainly includes:

animation production

Traditional animation is a traditional art field based on hand-drawn figure modeling, animation design, coloring, photography and background painting. With the development and popularization of computer technology and the diversification and electronization of media, it has gradually developed into a unique design direction and formed a huge industrial chain. Generalized animation production includes: two-dimensional animation, three-dimensional animation, visual effects and so on. Main technical basis: video processing technology, animation technology foundation, modeling technology, role animation, post-special effects, film and television aesthetics, etc.

Game production

With the continuous development of computer virtual simulation technology and network, a new integrated circuit industry was born, which needs the cooperation of different technicians. Our game production here mainly refers to the art producers who will be engaged in game production in the future-including foot color modeling, scene design, guidance and so on.

Web design, etc

Visual communication design works mainly convey information, paying special attention to visual effects, with the main purpose of persuading consumers and users. In other words, people usually use their eyes when using design works in this field.

In addition, window design and display design are also marginal disciplines in this field, and most universities in China arrange interior design majors.

Classification introduction:

First, book design

Book design is based on book design, which usually includes font design, cover design, layout design, printing design, illustration (chart) design and binding design, and its goal is to achieve a visually acceptable "book". Among them, because the technical level of printing is too complicated, there are also methods to make printing design an independent subject. through

This kind of works is often called "Art editor" in the current publishing industry. Font design, also called lettering, has the same meaning as printing and logo, and it is to design the shape of continuous characters. It is especially suitable to use font design to illustrate the style or style of visual modeling. Not only is movable type printing helpful to font design, but also the fluency of pinyin in reading, the density and symmetry of pictographic font itself, the visual correction of fluent reading, and the adoption of the same style for continuous characters are the basic considerations in font design. Laylot, in a narrow sense, refers to arranging words, pictures, tables, etc. As a part of book design in a predetermined layout, in a broad sense, it refers to the arrangement of elements that make up words, pictures, tables, etc. For a certain purpose, so as to make effective psychological response configuration, in order to improve the clarity and aesthetic effect of reading. Printing design refers to the design of printed matter (including books) through the arrangement and selection of technical links such as typesetting, color separation, plate making, paper selection, printing and binding. Generally speaking, book design needs font design, cover design, layout design, printing design, illustration (chart) design, binding design and so on, as well as printing technology, plate-making technology, paper knowledge, various knowledge and so on.

B, advertising design

Advertising design is a design based on advertising works, which is usually divided into four categories according to media: radio advertisements, newspaper and magazine advertisements, (TV) film advertisements (CF) and window advertisements. The media of radio advertising has nothing to do with shaping activities, and the media of window advertising is too simplistic and belongs to the category of display design, so radio advertising and window advertising usually do not belong to the category of advertising design. Advertising can be divided into commercial advertising (selling goods), image advertising (sellers or institutions), political advertising (selling ideas or ideologies) and public service advertising (selling).

Ethics), etc., among which commercial advertisements account for the largest amount. As far as the contents involved in advertising design are concerned, there are mainly image planning and positioning, emphasizing demands, copywriting, image conception (sketch), finished draft and so on. Although it also depends on the media's denial.

There are also different adjustments. For example, TV movie advertisements are replaced by writing scripts and sketching, while the completed parts are replaced by choosing roles, performing and shooting.

Advertising design with newspaper as the media needs the ability to conceive (think of ideas), visualization of ideas, aesthetic feeling such as modeling color, layout, communication and expression, knowledge of newspaper media characteristics, printing knowledge, knowledge of commodity marketing planning and positioning, and so on.

Advertising design with magazines or books as the media needs the ability to conceive (think of ideas), visualize ideas, shape colors and other aesthetic feelings, layout, communication and expression, magazine media characteristics, (color) printing, binding, commodity marketing planning and positioning.

Advertising design with TV movies as the media needs to have the abilities of conceiving (thinking of ideas), making up stories, writing scripts, splitting a mirror (conceiving scenes), conceiving visualization, shaping colors and other aesthetic feelings, guiding performances, knowing the characteristics of TV media, making movies, knowing the positioning of commodity marketing schemes and so on.

C, packaging design

Packaging design is a design with the theme of product packaging, which is a broad packaging design.

Including all the designs (such as the packaging of institutional buildings, the packaging of human clothes, and electricity)

Shadow is the packaging of story, and advertisement is the packaging of ideology ...); Narrow packaging design refers to the packaging of goods, which is usually divided into three categories: industrial packaging design, commercial packaging design and container packaging design. In other words, packaging design refers to a device attached to commodities before they are produced and consumed by consumers, so as to facilitate the delivery of commodities, attract consumers' desires and protect commodities. Generally speaking, commercial packaging design is the most familiar to consumers. Container design is most needed in edible commodities, especially agricultural products. If it is a liquid or granular commodity, the container design is similar to the bottle design, focusing on convenience, safety and beauty. Industrial packaging design focuses on the bulk transport of goods, individual transport of goods and collection of goods. Commercial packaging design pays attention to personalized selection, packaging and attracting consumers.

Industrial packaging design involves: discussion of circulation (transportation) environment, evaluation of product strength, evaluation of cushioning packaging materials, design of supporting structure and packaging samples, packaging testing, etc. Therefore, we need the ability of structural design, the ability to operate testing instruments, the knowledge of transportation environment and conditions, the knowledge of environmental protection and recycling, and the knowledge of materials science, statics, dynamics and structure science. In the past, the fixed-point high-packaging chicken-egg-dropping competition, which was often done in the design field, can be regarded as a simulation course of industrial packaging design, and industrial packaging design is often called "packaging engineering" because it is biased towards engineering knowledge and engineering experiments.

In commercial packaging design, whether it is single packaging (primary packaging) or inner packaging (secondary packaging), the contents involved include: discussion of product characteristics, discussion of market environment, understanding of product physical and chemical properties, evaluation of packaging materials, graphic and color design of packaging surface, assembly design from single packaging to inner packaging, etc. Therefore, the ability of plane (shape, color and meaning) design and three-dimensional (shape and space) design is needed. And because commercial packaging in today's market environment (supermarket), goods do not

It is through the salesman who faces the buyer, but directly faces the buyer and the user, so it almost plays an important role as a "silent" salesman.

D, poster design

Posters, also known as "posters", are the best modern propaganda media. Since the development of French lithographs in19th century, the function of modern posters has become more and more noticeable. After the First World War, many countries turned to painters to design posters. Since then, the communication effect, color, modeling, composition and text application (copywriting) of posters have been wonderful.

E, corporate image design

From 1930 s to 1940 s, although industrial design was beneficial to the sales of enterprise products, the design value of products was gradually recognized, but during this period, many enterprises also put promotion on advertising and packaging, on the one hand, they promoted the so-called "modern, quality, service and trust" image; On the other hand, images and printed fonts are gradually used to enhance the image of the company or the recognition of the enterprise. At this time, it is not only the product itself, but also the packaging, advertisements, employees' clothes, cars, machines, furniture and so on. It also matches the shaping of the overall image of the enterprise. Such a thing that pursues the overall image building of an enterprise is called enterprise identification CI, and all events identified by an enterprise are called enterprise identification system CIS. ..

Enterprise identification developed relatively completely in the1960s, and usually includes three parts: mental identification, activity identification and visual identification. In theory, visual identification should be derived from mental identification and activity identification, and the work content of cognitive identification is also the most overlapping or even synonymous with commercial design or graphic design.

Visual recognition reflects and is based on the enterprise's ideas. Corporate visual recognition is an important part of CIS strategy. Because everything in the world has its own specific image. The same is true for an enterprise. How to make the public feel the difference between this enterprise and other enterprises visually, and form an impression of enterprise characteristics through some visual identification, which is the purpose and task of visual identification. Especially under today's conditions, when a person receives external information, the information received by eyes (vision) accounts for 83% of all information; Therefore, visual recognition plays a very important role in the process of shaping corporate image.

So, what basic items does visual recognition mainly include? Generally speaking, enterprise visual recognition can be divided into two categories: basic elements and application elements.

First, the basic elements of visual recognition. visual identity

Its contents include: enterprise name, brand logo (trademark) and standard words for enterprises (in Chinese and foreign languages); Enterprise standard color; Enterprise logo pattern; Enterprise-specific printed books; Enterprise propaganda slogans, slogans, etc.

The basic elements of visual recognition are the unified basic design elements that express the business philosophy of enterprises, and are the basis of applied element design. In order to realize the visual consistency of internal (internal enterprise) and external (public) in information dissemination, and thus shape a clear and unified overall image of the enterprise, there are extremely strict regulations on the application of standard colors and standard characters in the basic elements. For example, after the design of standard words uses a certain font and a certain combination of standard words and enterprise logo, the use in application elements cannot be changed at will.

Second, the application elements of visual recognition.

Its contents include:

1. Business supplies: business supplies in the process of enterprise operation, such as envelopes, stationery (Chinese and western), business cards (Chinese and western), invitations, greeting cards, coupons, membership cards, VIP cards, stationery, official envelopes, official documents, notebooks, folders, various financial documents, company seals, employee badges, tea sets, etc. They have the functions of promoting information transmission and improving corporate reputation.

2. Office equipment. Such as office desks and chairs, computers, fax machines, telephones, air conditioners, escalators, etc. To show the strength of the enterprise and the modernization and efficiency of office equipment.

3. Interior decoration. Reflect the taste of enterprises and give them excellent "packaging". Such as lighting, acoustics, environmental greening, interior decoration, overall office layout, decorations, etc. 4. Architectural appearance. Architectural modeling, external decoration (materials, colors), landscape setting, window design, etc. , to show the overall image of the enterprise.

5. Flag. Such as signs, line cards, signs, department cards, etc. , easy to identify.

6. products. Including: product modeling, trademarks, packaging paper, packaging boxes, packaging bags, etc. , to facilitate the establishment of brand image.

Advertising media. Newspapers, magazines, television, transportation, outdoor signs and posters, etc. , is an effective means to strengthen the visual effect.

⒏ clothing. Men's and women's seasonal clothing, dress, briefcase, tie, badge, factory emblem, etc. , is an indispensable part of embodying the spirit of enterprise and showing the elegant demeanor of employees.

9 means of transportation. Such as buses, trucks, vans, sleeping cars, planes, trains, bicycles, trolleys, etc. This will play the role of advertising.

⒑ Others. External tags that do not belong to the above items.

The above basic elements and application elements of visual identification constitute a set of enterprise visual identification communication system. Among them, corporate logo, standard text and standard color are the core elements, and they are also the leading force to mobilize all visual elements.

The content and form of basic elements and application elements in enterprise visual identification system need to be determined according to the content of enterprise operation and the nature of service. Generally speaking, its content and number of projects are in direct proportion to the scale and implementation degree of enterprise identification system development and design projects; Its style and characteristics are also different because of the development degree of enterprise products, business characteristics and the application of enterprise identification system. In addition, enterprises should also consider the cost and time when implementing the visual identification system, and gradually improve the design of enterprises and make it unified. Therefore, the implementation and design of visual identification system should be implemented step by step with reference to enterprise identification system. Only in this way can we really play the role of visual recognition.

MI enterprise idea mental recognition mental recognition is the core of enterprise recognition system. It is not only the purpose and policy of an enterprise, but also a distinct cultural value. Externally, it is the measure of enterprise identity, internally, it is the cohesion within the enterprise. The establishment of a complete enterprise identification system first depends on the establishment of enterprise management concept.

The so-called concept is the concept of enterprise management, and we also call it the guiding ideology. Belongs to the category of thought and consciousness. In developed countries, more and more enterprises pay more and more attention to the concept of enterprise and put it in the same important position as technological innovation. Through the enterprise concept, arouse and mobilize the sense of responsibility of all employees and standardize the behavior of all employees.

The so-called identity is identity. Understanding identity from CIS strategy includes two meanings. One is "unification", that is, the ideas inside and outside the enterprise must be consistent. In the case of mental identity, if enterprise leaders and employees have different ideas about the mission, system and values of the enterprise, there is a lack of unity. The second is "independence", that is, the concept of each enterprise is different from other enterprises, and only independence can achieve the purpose of identity. Therefore, when determining the enterprise concept, it should not be the same for every enterprise, but should reflect the "personality" of the enterprise and let consumers know the enterprise through this personalized enterprise concept. So, what is spiritual identity? Through the above analysis, we believe that mental identity (MI) is a value system that is generally recognized by the society, reflects the personality characteristics of the enterprise itself, promotes and maintains the normal operation and rapid development of the enterprise, and reflects the clear management consciousness of the whole enterprise. In addition, we believe that the concept of management information should always be an open system. With the introduction of CIS strategy, it will be continuously integrated into the cultural essence of China, adapt to the rapid development of China's economy, and form an enterprise information dissemination and identification concept with the characteristics of China and China's national industries.

So, what are the value systems of enterprise mental identity? Enterprise concept mainly includes the following three elements: the meaning of enterprise existence (enterprise mission), business philosophy (business strategy) and code of conduct (employee code of conduct).

We can see the relationship between the three elements of mental identity: the mission of an enterprise is the highest principle of the enterprise, which determines the business philosophy (business strategy) of the enterprise, and the business philosophy determines the code of conduct of every employee of the enterprise. These three elements are closely linked and inseparable, and * * * constitutes a whole. Next, let's discuss the three contents of spiritual identity in detail.

First, the meaning of existence (corporate mission)

Enterprise mission refers to what kind of mission an enterprise carries out various business activities. Corporate mission is the starting point of corporate identity and the driving force of corporate action. Without this motivation, enterprises will be paralyzed, even if they are operating, they will be lifeless and on the verge of bankruptcy. For enterprises, corporate mission has at least two meanings: first, utility and material requirements. In other words, in order to survive and develop, enterprises must aim at achieving certain economic benefits. When an enterprise loses this mission, it loses the motivation for development, and finally gradually shrinks until it goes bankrupt. The second is the responsibility of enterprises to society. Because an enterprise, as a part of society, a cell and an integral part, must shoulder the mission entrusted to it by society. If enterprises only know economic benefits and pursue profits, but evade social responsibilities, they will inevitably be retaliated by society until they are abandoned by society. To make an enterprise succeed and achieve, it is very important for its leaders to have the ideal of career and sense of social responsibility, and the concept of enterprise is often an extension of this ideal and mission. A truly successful big enterprise cannot be supported by the desire to get rich alone.

Second, the business philosophy (business strategy)

Business philosophy or business strategy is the declaration of the enterprise to the outside world, which shows that the enterprise is aware of how to do it and let the outside world really understand the values of the operators. If the meaning of an enterprise's existence (corporate mission) is still abstract, then the business philosophy cannot stay in the abstract concept, but must specifically express the business model of the enterprise, otherwise it will not be able to show the sense of existence and charm of the enterprise. Business strategy is not just a declaration to the outside world. At the same time, it is also an internal statement. The key point is that all employees fully implement the established business policy of the enterprise.

Business philosophy mainly includes:

The management direction of the enterprise. The quality of corporate image depends to a great extent on whether the business direction of the enterprise is correct and the satisfaction of the target market demand. Enterprises must choose the target market according to their own operating conditions and capabilities, produce and operate marketable products according to the changing trend of the demand situation of the target market, and constantly adjust the product structure to meet the needs of customers to the greatest extent. The business philosophy of an enterprise, that is, the business strategy of an enterprise, is the core part of the business philosophy. Business strategy, simply put, is to plan the short-term and long-term goals of the enterprise according to the internal conditions and external environment of the enterprise, and the ways to realize the business goals. Enterprise management is the fundamental principle and policy to guide all business activities of enterprises, and it is the center and theme of all aspects of enterprise work. It defines the business direction and scope of business activities of the enterprise, thus determining the nature and image of the enterprise, stipulating the business objectives, long-term development objectives and short-term and medium-term objectives of the enterprise, putting forward the strategic guidelines, ways and key points for realizing the business objectives, and determining the specific action plan and implementation plan. 3. Principles of business strategy. The principles of business strategy mainly include: competition principle, profit principle, customer first principle, quality principle, innovation principle and service principle.

Third, the code of conduct

The third element of mental identity is the code of conduct. The code of conduct not only refers to the code of conduct of the enterprise, but also includes the code of conduct of every employee of the enterprise.

For example, the world-famous McDonald's in the United States regards "getting up and cleaning, not resting with your back against the wall" as the code of conduct for employees. For a time, McDonald's had nothing to do but stand against the wall. This code of conduct requires waiters to use this free time to quickly clean the internal hygiene, maintain a clean and elegant environment, and let customers enjoy their meals. One of the reasons why McDonald's can develop rapidly in the United States is that employees can keep a clean, tidy and elegant environment according to the requirements of the code of conduct. As the code of conduct of enterprises, it embodies the requirements of enterprises for employees. Specifically, it refers to the specific requirements for employees' words and deeds under the guidance of correct business philosophy. For example, "service convention, labor discipline, work code, code of conduct, operational requirements" and so on.

BI enterprise behavior identity

Corporate Behavior Identification (BI) is a dynamic identification system of CIS, including external feedback, participation in activities, internal organization, management and education. Practice, which can be called CIS, is the criterion for enterprises to realize their business philosophy and create corporate culture. The behavior identification of an enterprise basically consists of two parts: one is the internal identification system of the enterprise, including the creation of the internal environment of the enterprise, the education of employees and the standardization of employee behavior; The second is the external identification system of enterprises, including market research, product rules, service level, advertising activities, public relations, promotion activities, cultural activities and so on.

First, the enterprise internal identification system

Enterprise internal identity is the creation of organizational management, education and training and a good working environment for all employees, which enables employees to identify with the enterprise concept, form * * * knowledge, enhance the cohesion of the enterprise, fundamentally improve the operating mechanism of the enterprise and ensure the provision of quality services to customers. working environment

The working environment consists of many factors, mainly including two parts: first, the physical environment, including visual environment, temperature and humidity environment, olfactory environment, marketing and decoration environment. The second is the humanistic environment, which mainly includes leadership, mental outlook, cooperative atmosphere, competitive environment and so on.

Creating a good internal environment can not only ensure the physical and mental health of employees, but also an important aspect of establishing a good corporate image. Enterprises should devote themselves to creating a clean, tidy, unique, positive, United and mutually supportive internal environment, which is the first impression that enterprises show to the public for consumption. Organization, management, education and training of employees.

The implementation of CIS strategy needs the cooperation of all staff. Employees are an important medium to convey corporate image to the outside world. If the quality of employees is not high, it will damage the corporate image. Therefore, the implementation of CIS strategy must strengthen the organization and management, education and training of enterprise employees, improve the quality of each employee, and make each employee realize that his words and deeds are closely related to the overall image of the enterprise. Only through long-term cultivation and strict management can enterprises form an atmosphere, form habits and be recognized by consumers.

The purpose of employee education and training is to standardize behavior and meet the requirements of the integrity of enterprise behavior cognition system. Staff education is divided into cadre education and general staff education, which are different in content. Cadre education is mainly about policy theory, legal system, decision-making level and leadership style education. General employee education is mainly related to daily work, such as business purpose, enterprise spirit, service attitude, service level, employee norms and so on. There are many ways of enterprise training and education, mainly including: (1) formulating the implementation plan of CIS strategy, including the background of introducing CIS strategy, the orientation of development goals, MI and BI manuals, etc., so that all employees can have a clear understanding of implementing CIS strategy and improve their consciousness of implementation; (2) Prepare and publish a manual explaining the corporate logo, corporate philosophy and employee code of conduct for employees to carry with them; (3) Organize training courses. Through training, leaders and backbones should be trained and educated to introduce CIS strategy, and then training courses can be held among all employees to promote self-motivation; (4) Audio-visual explanation of employee education, that is, using video tools to explain the background, process and specific concept of CIS introduction in enterprises.

3. Standardization of employee behavior. Code of conduct is the code of conduct that employees of enterprises abide by. Code of conduct not only means the process of employee behavior from non-standard to standard, but also means that employee behavior will eventually reach the standard result. Including: professional ethics, gfd, meeting etiquette, telephone etiquette, welcome etiquette, banquet etiquette, dance etiquette, speaking attitude, speaking etiquette, body language and so on.

4. Create and sing enterprise songs (factory songs, line songs). In CIS strategy, in order to enhance the cohesion of enterprises, we can achieve our goals with the help of factory songs. Because the compilation and singing of songs can promote the idea of the enterprise, also can inspire the spirit of employees, and relieve the stress of employees' work, especially young employees prefer music, which is easy to understand and accept. Therefore, in order to cater to employees' psychology, more and more enterprises have created their own enterprise songs and achieved good results. In addition, the internal system of behavior identification also includes welfare system, countermeasures against public hazards, rationalization of operation and development strategy.

Second, the enterprise external identification activities

Enterprise external identification activities are to continuously input powerful corporate image information to the external public through market research, advertising, service level and other activities, so as to improve the visibility and credibility of enterprises and shape the corporate image as a whole.

1. Market research. If an enterprise wants to sell marketable products, it must conduct market research, make it consistent with consumer demand, and design and develop new products on this basis. In particular, it is necessary to do a good job in market positioning through market research, that is, to determine the competitive position of products and services in the target market according to market competition and enterprise conditions, so as to create certain characteristics for products and give them a certain image to meet certain needs and hobbies of customers. 2. Service level. Service can be said to be a halo of corporate image, and high-quality service can win the favor of customers. As far as service content is concerned, it includes service attitude, service quality and service efficiency; As far as the service process is concerned, it includes three stages, namely, pre-sale, mid-sale and after-sale service. The effect of service activities on shaping corporate image depends on the purpose, uniqueness and skill of service activities. Service can't be hypocritical, it must be said and done, bringing tangible benefits to consumers. 3. advertising activities. Advertising can be divided into product advertising and corporate image advertising. For CIS system, we should pay more attention to the creation of image advertisements, so as to gain wide recognition of enterprises and products from all walks of life. The main purpose of corporate image advertising is to establish commodity reputation, expand corporate visibility and enhance corporate cohesion. Product image advertising is different from product sales advertising. It is no longer a simplified representation of the product itself, but an image that meets the customer's pursuit and yearning. Through the expression of trademarks and signs themselves and the introduction of their representative products, the products leave a deep impression on consumers, thus causing the society to pay attention to, like, rely on and cooperate with enterprises. 4. Public relations activities. It is an important content of corporate behavior identification to carry out necessary public relations activities on the basis of market research. Public relations activities can enhance the credibility and sense of honor of enterprises, eliminate public misunderstandings and gain social understanding and support. There are many contents of public relations activities, including special events, public welfare activities, cultural activities, exhibitions, press conferences and so on.