How to write a graduation thesis by visual communication?

Second, the visual communication designer creative independence changes

Being a visual communication designer, like other professionals, has a learning process, so in terms of historical universality, most of them have gone through the following periods: technical learning, independent creative state in thought → technical cooperation, ideological cooperation → technical cooperation and ideological independence. We can easily find a periodic change. However, this cycle of designers is very different from the cycle of linear links in general time, which is not only the personal difference of designers, but also the trend of modern social integration, which makes the independent creative state of designers different from the original independent state in the constant complex infiltration.

2. 1 personal creation-that is, completely independent.

This is a state of creating completely according to one's own thoughts and wishes. Students' creation, some designers' creativity, and some creative states for personal improvement all belong to this category. Pursuing and expressing one's unique ideas and understanding, and creating works that can effectively reflect the design ideas are the fundamental reasons for the existence of this creative state. Vienna designer Zhuo Le Si said: "Design must have a personal style, convey artistic information, and personal interpretation is the most important." His words, to a great extent, describe the designer's thoughts and thoughts in his personal creative state. If this state develops to the extreme, it will cause the designer's ideal to be divorced from the market, but if it develops well, it will be a great success. According to the statistics of 54 designers listed in the World Designers Directory of Art Resource Network, only five designers, dan reisinger, Tapani Atom, Kojima Liangping, Yue Se M Trier and Shin Matsunage, have worked in design companies or advertising departments, and the remaining 49 designers either worked in schools or set up their own studios or associations after graduation. Most of them show themselves by participating in various international exhibitions, and most of their works are collected by museums and art galleries. This can be said to be a concrete example of the successful way of personal creative state. Of course, we can't ignore what's behind it. With the development of society, design has been placed in a very high position. As a result, some designers have a "savior" mentality. It seems that all problems can be solved by design. They often think that their ideas are ahead of ordinary consumers, and consumers don't understand design at all, so they disdain to understand consumers' ideas. Instead, they blame consumers for not appreciating their own designs, just like a narcissistic "modern artist". Walter gropius realized this in 1922: "We all know. Everything around us does not exist in isolation, but is backed by our development concept. " (5) Bauhaus also realized this-"Bauhaus once lost contact with the outside world and its working methods, it will become a refuge for weirdos. Schools have an obligation to train people who clearly understand the nature of the world they live in, and those who have the ability to use their comprehensive knowledge and imagination to create typical forms that can symbolize the world. " So try to avoid entering this blind personal creation. Remember that the ultimate goal of design is to convey and spread information, and cooperation with customers, technicians and more relevant personnel can better achieve the ultimate goal of design. As for how to maintain the independence of creation and achieve the best communication effect, it is explained in detail in the analysis of cooperative creation and leading creation.

2.2 Co-creation-the idea of participating in creation but obeying it.

Co-creation is about cooperation and cooperation with customers; Cooperate with design colleagues; Cooperate with people who need us. It has a continuous relationship with personal creation. Of course, the idea of "how I want to decide how I design" is absolutely not applicable here. With the refinement of social division of labor, most designers who enter the company are engaged in local design and adjustment, and are in a passive position in the decision of creative ideas. Designers can only return to the personal state of independent creation when they are doing self-promotion. Learners who are in the state of personal creation will face such a period when they just integrate into society and need to change their attitudes.

Automatic device (the product of visual communication course for graduate students at Royal Academy of Fine Arts in London) holds that: "Design must cooperate with customers, and dialogue and creativity must be encouraged to establish a tributary that attracts people's attention. Every design is treated equally, and every solution is a natural product of the evolving dialogue. " ⑥ "Cycling Studio" always regards communication with customers as an important aspect in its creative process. Among the 42 studios listed in "Extraordinary Design-Exhibition Examples of World Famous Studio Works", 5 studios clearly pointed out the importance of cooperation with customers like this. On the basis of cooperation with customers, the biggest change is the transfer of the master control of creative concepts. Most designers who have no social practice experience are only part of the whole design process when they first enter the company. From copywriting creativity to artists, designers and production designers in design, they all follow the concept of creation. If a design is divided into: the process of conception-the consciousness of creating things (or products), and the ideas and concepts developed and extended by this consciousness. Behavior process-the process of realizing the above ideas and assumptions and finally forming the feasibility judgment and formation of objective reality (or product). Realization process-aiming at the most purposeful, practical and economic value, it runs through the whole design activity and realizes the comprehensive value of finished products (or products). The designers in the cooperation period are mostly just the executors of the behavior process.

This period may have suppressed the personalized language of many designers, but we still have room to show ourselves. In Taiwan Province Province, there is a design competition called "Creativity in the trash can". All the works that you think are good designs, whether they have been photographed by the supervisor or the teacher, can participate. Its extensive qualifications (as long as you are interested in creative work, no matter the public or students, members or non-members of Heixiu.com can participate. ⑦) It is to advocate attaching importance to individual creativity at all times, which is the embodiment of pursuing creative ideas without time difference. It is precisely because designers pursue independence in their creative ideas that this creative period of participating in creation but following the creative ideas is generally regarded as a buffer period leading the development of creation.

2.3 Leading Creation-Conceiving the cooperative state of independent production in www.dolcn.com

In today's society which emphasizes the importance of design, more and more designers have set up their own studios. They are independent in creative conception and cooperative in production, which is another state of designers' creative independence. For example, in the case of wig studio making P.O.D labels and logos for Atlantic Records, Michael Robinson, the designer of wig studio, first cooperated with the photographer, then asked the photo processor to synthesize photos to achieve the desired effect of the band, and finally cooperated with other designers to make the band logo. ⑥ He decided on the concept of creation, and after defining the concept, he chose the right creator. Although cooperative creation runs through the whole design, we should see his leading role in the whole design. Similarly, from Toda Masashou's great attention to the choice of creators, we can easily find that the leading role of creation is carried out in every detail. In michael robinson's words, leading creation means: "Have an idea first, and then let many talented people divide their work." ⑥ Compared with the completely independent production, it has considerable advantages in the design of combining the strengths of many companies. It can not only reflect the designer's unique design ideas, but also supplement the shortcomings in production, and sometimes help designers change from passive design to active design. Which is strategic design. "Han Zhanning: Was it the initial difficulty to become a graphic designer? As an intruder, how are you accepted by everyone and how do you do business? Ou Ning: When I decided to enter the field of design, I had a well-thought-out plan. I don't want to take orders from customers like most people in this industry, so I develop my own design projects independently. Beijing xinsheng was originally intended to be an independent publication, and I also invested a little money in the early interview and filming. Later, it was supported by Hunan Literature and Art Publishing House. It was a project that fully reflected my own ideas, and the publishing house didn't add any comments. For creative people, creation is more interesting than management, and I don't want to lose this fun. " It can be said that there are not a few designers who have this idea. Fan Xiong, Fukuda, once explained in the Siemens mobile phone creative camp why he always works alone without an assistant. "Creation is so interesting, why do you want to give such interesting things to others?" It can be seen that the fun of design creation is owned by the leading creator, owned by the designer in his personal creation period and lost in the cooperative creation period. But visual communication learners can also make explicit creation. Maybe they have a good idea, but they can't reach the original idea technically. At this time, seeking technical cooperation will eventually show the idea in the best form, and this kind of creation can also be regarded as the dominant creation. As the saying goes, "two heads are better than one", the shortcomings in the learning process can be completely made up by cooperation, and the most important thing is that immature ideas and concepts can be gradually improved in the running-in. That is to say, I realized my original idea, learned more knowledge and learned how to cooperate with others.