The Application of Color and Text in Graphic Design

The Application of Graphics, Colors and Characters in Graphic Design

The Application of Graphics, Colors and Characters in Graphic Design

I. Pictures

Pictures have the characteristics of visualization, concretization and visualization. They can vividly express the design theme and creativity, are the main elements of graphic design, and play a decisive role in the statement and expression of design concepts. Therefore, after deciding the design theme, designers should choose and use appropriate pictures according to the theme.

Pictures can be black and white paintings, ink-jet illustrations, painting illustrations, photographic works, etc. The picture can be represented by realism, symbol, cartoon, cartoon, decoration, composition, etc.

The choice of pictures should consider the uniqueness of picture theme and composition. Only unique and unconventional pictures can quickly catch the attention of the audience and facilitate the public's understanding, understanding and memory of the design theme.

The purpose of pictures is to cut first. In order to make the picture have visual impact, we must pay attention to the simplicity of the picture elements, because too many picture elements are easy to distract the public's attention and the appeal of the picture will be greatly weakened. Therefore, designers must dare to cut pictures and try to focus the public's attention on the theme of the pictures.

In the process of layout visualization, the arrangement and collocation of pictures are also very important. In different graphic design forms, how many pictures to put on a whole page and how to deal with the size collocation between pictures are all things that designers must consider. Generally speaking, in the case of multiple pictures, a version must have a large picture, which usually requires that this picture occupy one third or even one half of the whole layout, and other pictures should be reduced accordingly, forming a situation of stars arching the moon and highlighting the impact and appeal of the main picture. For the main picture, we can do some technical treatment according to different situations. For example, when the contrast of the picture is quite high, we can consider expanding the peripheral part of the picture on the layout and arranging the text draft in the expanded part. The advantage of this is that it not only effectively uses space to drain and irrigate the characters, but also expands the scope of the picture and enhances the impact of the layout. For another example, when the characters in the picture have violent emotional ups and downs and big movements, you can consider rushing the heads, hands and feet of the characters out of the picture, thus strengthening the feelings of the characters. What I want to put forward here is that static pictures should not be the main picture as far as possible, because static pictures can easily make the layout dull and the pictures themselves are technically difficult to handle. Of course, we can make up for this defect through some treatment methods, but if we use technology too much, it will not only be difficult to form an impact, but also make people suspect of grandstanding.

In the concrete practice process, taking advertising posters as an example, this is a common form of graphic design. The advertising poster I designed, "Caring for girls means paying attention to the' future' of the nation", won the national silver award. In this poster, the first impression is that it is mainly based on pictures, which is very impactful and infectious in visual effects. The main part of the picture is vivid and prominent, and five little girls dressed in different national costumes form a perspective arrangement and are closely connected? Nation? This theme. Boldly cut, use bust, fill the picture, weaken the background, and abandon the redundant picture language to make the overall image more prominent. In the combination of characters, the central character is the main character, and the characters on both sides are reduced in turn, which is very enlightening to the public. At the bottom of the picture, the characters are arranged in a long strip shape, and the font changes slightly, which plays a role in balancing the picture. Because of its obvious visual effect, the poster was adopted by many large-scale publicity activities in China.

Second, color.

Proper use of color is also a very important part of graphic design. Color consists of hue, lightness and purity. Tone is red, yellow, green, blue, black and other different colors; Brightness refers to the brightness of a single color; Purity is the brightness and saturation of monochromatic tones, also known as chromaticity.

Color in graphic design has the function of appealing to the senses quickly, which is closely related to the physical and psychological reactions of the public. The public's first impression of graphic design works is obtained through color. Gorgeous, elegant and gloomy color feelings have affected the public's attention to design works. For example, bright, lively and harmonious colors will attract the audience, while outdated and broken colors will leave a gloomy impression on the public and are not easy to attract attention. Therefore, color has a special appeal in graphic design works, which directly affects the expression of emotions in works.

In order to express the theme and creativity of graphic design works and fully display the charm of color, designers must carefully analyze and study various factors of color. Due to the differences in life experience, age, cultural background, customs and physiological reactions, people have certain subjectivity, and at the same time, people have many common feelings about the symbolism and emotional expression of color.

Designers must know how to communicate with the audience with colors. In the design of color configuration and TINT, designers should grasp the contrast between cold and warm, light and shade, purity, area, area, lightness, hue and tendency. TINT should keep the balance, echo and color sequence of the picture, and the picture has a clear main tone. Through the basic character of color to express the design concept, thus giving the work design personality; Secondly, when designers use colors, they should make colors highlight their design intentions. Designers should combine colors with design concepts, make full use of the advantages of computer design and change, fully tap the richness and variability of colors, and make the design ideas and emotional information carried by works richer and wider, so as to realize the designer's design ideas to the greatest extent.

In addition, designers should also consider the characteristics of the substrate, the use of ink and printing methods in advance, and try to cooperate with objective conditions in the later stage to minimize the error degree of color printing. Due to technical reasons, there is still a big gap between the computer and the actual output effect. If you are not familiar with the characteristics and defects of printing, you will constantly find trouble and set obstacles for printing in the design, which will eventually affect the effect of the work. The performance of various brands of printing machines, the performance of the same model with different specifications, the performance of different brands of inks, the characteristics of four-color inks and spot-color inks, the performance of different brands, specifications and varieties of paper, special technology, post-processing and binding, etc. , are all issues that designers need to consider when designing.

Third, the text.

Text is an indispensable element in graphic design, and it is a summary and prompt of the meaning conveyed by a graphic design work, which plays the role of finishing touch. It can convey the author's intention more effectively and express the design theme and idea.

It is a kind of perfection and explanation of the work. Therefore, the arrangement and combination of characters, the selection and application of font size directly affect the visual communication effect of the layout and give it aesthetic value.

The arrangement and combination of words can affect people's sight. The flow of sight is interesting. Horizontal lines make people's eyes move left and right, while vertical lines make them move up and down. Slant lines often attract the public's attention most, because there is a feeling of instability. Grasping the visual law in graphic design can make the visual flow reflect the formal beauty of the idea, conform to the overall rhythm and artistic law, and better express the content that the work needs to convey.

Generally speaking, designers must choose the right size text (font size). If the text is too large, it will inevitably steal the attention of the host and interfere with the visual communication of the theme painting to the public; On the other hand, the text is too small, which is not conducive to highlighting the design ideas and reducing the public's intake of the theme of the work. Therefore, the appropriate font size is the key for designers to control the level and details of the whole picture.

Font expresses a writing style and aesthetic taste. Choosing different fonts can not only accurately reflect the theme of the work, but also strengthen the sense of the times of the work, thus achieving the unity of form and spirit.

When dealing with the primary and secondary relations between words and graphics, words and words, designers must make clear the primary and secondary relations, so as to influence each other and set off each other. For example, the main body of a graphic design work is a large-area portrait, and a compact small print appears next to it, which will make the whole picture more vivid and novel, and play an echoing role, because various shaping factors on the layout create a dynamic and dominant space due to their respective positions, which echoes and cooperates with each other, making the spatial changes more vivid.

To sum up, a graphic designer must study the picture, color, text and their relationship carefully. Making good use of and handling these elements and relationships is just like a chef cooking a table banquet, which requires not only good selection of materials, but also reasonable collocation and careful cooking. Designers should not only carefully tap the design reference of each element, but also pay attention to comprehensive application, so as to lead the whole body's visual thinking and impact, effectively guide the public's attention and go straight to the theme of the work.

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