Lecture poster design-Leslie Cheung Royal Designer, won more than 600 awards: my design is not expensive, but it is super expensive.

What are the design principles of lecture posters? Poster is an art of information transmission and a popular propaganda tool. Poster design must have considerable appeal and artistic appeal, and mobilize factors such as image, color, composition and sense of form to form a strong visual effect; So how to design an infectious poster, so that viewers can directly contact with the most important information? These are the problems we encounter in our creation. The following are the design principles of lecture posters recommended by Bian Xiao.

Consistency principle

We must face the fact that designing posters, like designing any other graphic art, can easily lead to confusion. Photographer? I didn't shoot well. Copy? They couldn't make a final decision until the last second. Marketing staff? They change their minds every two minutes.

In the design process, the designer must have a clear sequence of the whole process and implement it one by one. Poster design must be consistent from the beginning, including title, material selection, photos and signs. If there is no unification, posters will become confusing and difficult to read. All design elements must be combined into an organic whole in an appropriate way.

Relevance principle

To make the works consistent, the first principle is to adopt the principle of relevance, which can also be called grouping. Relevance is based on a natural principle: birds of a feather flock together, and people are divided into groups. If we see all the components put together in order on a page, we will try to understand them. We always think of them as a group-we don't care whether these different parts are really similar or related. This is a bit like the principle of "implicated offense".

Poster designers can realize this relevance principle in many ways. First of all, grouping people, things and words can improve the effect of information dissemination. It is conceivable that many advertisements on billboards are composed of a photo of a consumer, a product picture and advertising words. For character types (children? Old man? The choice of overworked parents is inevitably associated with products. If people's photos are handled well, it's like consumers saying, "I've always used Bleacho bleach", instead of a hard-tied advertising slogan. Second, all the parts together have a greater impact than a loose structure alone. When several items are very similar (for example, several different watches are chained together), the audience's eyes can naturally move from one watch to another. These objects form a visual unit, which can give the audience a single message instead of an indirect message. If all the items in the poster are very similar, then the composition of a group will make the poster more attractive to others. Other elements will be considered secondary by the audience.

Repetition principle

Another way to make works consistent is to repeat shapes, colors or some numerical values. When you see a design element in a plane, its different parts are reused, and our eyes will naturally follow them. Sometimes even if we don't put them together, our vision will still treat them as a whole. We subconsciously drew a line between them. The easiest way to apply repetition is to create a pattern in the background of the poster and then apply it repeatedly. These repeated patterns in the background will produce very interesting visual and composition effects, and then connect the elements of the background and the foreground.

Another way to use repetition is to guide the audience's eyes to pay attention to an important information, logo or picture by repeating a line of elements. Repetitive elements can create a path, guide our eyes and make the audience curious-what is the other end? This is actually a way of telling stories and attracting the audience to continue reading. People's vision has a very strong sense of repetition, and sometimes even when the objects in the picture are not repeated, we will regard them as repetition. For example, in a poster about nail polish, we can add a big drop of nail polish at the top of the poster. In another part of the work, the same pattern or color as this drop of nail polish will produce the effect corresponding to the above drop of oil. Inadvertently, our eyes have fallen.

Repetition is also an effective strategy to persuade the audience to compare some product posters. For example, we may put a dozen shoes on the advertising poster, but each pair is different. The main message (shoes) is easy for the audience to feel, because this item is used repeatedly in the poster, and then the audience will carefully observe the different styles of various shoes.

Another popular design technique is to arrange all the same things together, but one of them is different, so as to achieve unexpected results. For example, you can design 15 squares and arrange them into a square, where 14 is blue and one is pink, and it contains the company logo. It is conceivable that this pink color block will be the focus of the audience. Of course, the principle of repetition can also have a consistent effect on designing a series of posters, whether they are put together or separated at the same time. For example, a series of outdoor advertisements for a summer concert, repeating the main elements can produce a sense of strength. When you see one of them, you will think of the other. Repetition of position, color, size or image can enhance recognition and make the audience notice all the information you want to convey.

Continuity principle

Is there any other way to create consistent works? Go on! As you can see in the above example, it is usually used with repetition. When the designer designs in a continuous way, the objects in the work are combined to guide the audience to another location. This method is generally realized by linear effect. When we see a line, our eyes instinctively follow it to see where the line will go. This method can make the pictures in the poster guide the audience's eyes to the information or brand we want to convey. But if we don't use pictures, but graphics made of words, it is also a good choice.

Add background color

If every element in your work has no * * similarity in shape, color or appearance, how can you unify your work? A simple solution is to put all these elements in a solid color area. This method seems to evade the essence of the problem. Why do you have to put unrelated elements together? Generally speaking, we don't handle it this way. For most commercial posters, you need to make your poster convey the information you want to convey quickly. We usually use related shapes or colors. For some artistic events or posters, the audience will take the time to understand the meaning of each part by themselves. However, some discordant elements can sometimes convey an interesting and experimental visual effect. Sometimes, an advertiser will ask all the objects to be combined in surreal form, and all the irrelevant elements will be placed in a large background color area, which can make the audience feel that they are related.

Coordination principle

Whether it is a coordinated composition or an uncoordinated composition, the layout of the poster can produce a strong visual effect. Because breaking the balance will create tension. For children, we know to keep them away from potentially dangerous things, such as leaning trees, rocks, furniture or ladders. So the unbalanced composition also makes us feel this way.

How to design a simple but novel poster It seems easy for a high-level designer to design a beautiful poster. But not everyone in life is a designer. How should ordinary people design posters?

1

Good posters have nothing to do with beautiful visual effects. A good poster is more like a good idea with a beautiful coat. Start your draft with a pencil and avoid using computers or social networking sites as a starting point. Try to draw some visual presentation effects under different ideas. When you have determined your idea, you can start your picture idea or the visual display effect of fonts. Using creativity to promote the expansion of visual elements often gets twice the result with half the effort!

2. Dare to try different materials.

3. Hand-painted

Try to stay away from computer work and thinking, and choose the best way to express your thoughts.

4. Different

If you want the public to notice your poster among the mountains of posters, you have to get used to making it different. For example, bright colors, patterns or high contrast can make the work stand out.

5. Start with the brand.

When you make a poster for a brand, deeply analyze the brand logo and try to understand the meaning and story behind the brand, and explore some elements that can be used in the poster layout. Integrate the brand logo into the poster as a whole to make your poster look different.

Step 6 be concise

People are flooded with a lot of visual images every day, so you must make sure that your poster can catch other people's eyes at the first time. Nobody asked you to explain your thoughts to everyone.

Leslie Cheung's royal designers won more than 600 awards: my design is not expensive, but super expensive, the iconic goatee, small round black glasses and simple and decent clothes. It is said that he is a designer with "star temperament".

Today, at the age of 70, his eyes are still like those of his twenties and thirties: full of passion and wisdom.

Maybe you don't know his name, but you must have seen his designs, which are all over the shelves of major supermarkets.

So far, he has won more than 600 international design awards and claimed to be.

"If your own design is not expensive, it is super expensive."

, but still deeply loved by people.

▲logo design works

His design concept, which combines things and tastes both refined and popular, can be called the inheritor of China culture.

He said, it's not that I know much about China culture, but that I know how to express it.

He is the godfather of graphic design, Chen Youjian, and is recognized as one of the top ten famous designers in the world.

(Wang Shu, I.M. Pei, Ma and other masters are among the "Top Ten in the World")

▲ Chen Youjian

0 1

Design "Godfather"

It is undeniable that this is a successful and highly competitive "product".

Apart from Coca-Cola, we grew up eating Chacha melon seeds and still love to drink them.

Weita milk

also

Lee Kum Kee, Blue Moon, Scream

Wait, their signs are all from him.

It can be seen that they are all classics with a sense of the times.

▲ Nongfu Spring Scream Series

Some people may not know, unlike many design masters.

In fact,

Chen Youjian, the godfather of design, is not a well-trained designer.

I have never had a systematic study experience in design major.

In addition to the artistic enlightenment his father gave him,

The rest of my experience comes from my own personal practice.

▲ A photo taken with my father when I was a child.

At the age of 20, I began to work as an assistant apprentice in an advertising company run by foreigners, and worked hard for 10 years.

I want to continue, but Chen Youjian is very tired, because "free competition demonstration" prevailed in the industry at that time.

1980, started his own entrepreneurial road.

▲ Chen Youjian when he was young

1986, the original Daxun advertising company was officially renamed as.

"Chen Youjian Advertising Design Company"

1996, Chen Youjian Design Company was selected as "Bible" by Graphis magazine.

One of the top ten best design companies in the world, and the only China design company to win this honor.

▲ Logo design of Shanghai Bund Art Museum

▲ Logo design of National Grand Theatre

It is difficult to sum up Chen Youjian's works in one word, because his designs are all over the world.

If you have to name one of the most famous, you have to mention his "Seiko Calligraphy Clock".

Exquisite and complex China culture and craft are recombined with modern design skills to create a

Zhong and the essence of China's calligraphy.

▲ It was accepted as a permanent collection by the Museum of Modern Art in San Francisco, USA.

At first glance, it seems unremarkable, waiting for its pointer to "move"

You can discover the mystery.

The intersection of the minute hand and China's regular script stippling symbols,

Just form a complete chinese numerals.

One, two, three, four, five, six, seven, eight.

"This is not so much a clock,

It is a calligraphy work written on circular rice paper.

Because when I am writing calligraphy or appreciating calligraphy works.

There is also an illusion that time is static,

This is also one of my sources of inspiration. "

Alan Chan

02

Won more than 600 international design awards.

It turns out that so many familiar designs in life were designed by Chen Youjian.

In fact, his design and art are far more than that. Let's take a look at his other classic works.

▲ Some poster works

Record cover design

In 1980s, Chen Youjian designed album covers for many pop stars, including Tan, Anita Mui, Leslie Cheung and Tayu Lo.

Cover of Tam's legend of the condor heroes

▲ The cover of Anita Mui's "Leaping Stage"

▲ The cover of Tayu Lo's "Lover Comrade"

Among them, I cooperated with my brother Leslie Cheung for the longest time, from debut to farewell concert in 1989.

Chen Youjian has always been the royal designer of Leslie Cheung, covering the cover design and production designer of all his records.

▲ Photo of Chen Youjian and his brother.

Leslie Cheung's insanity.

1984 Leslie

1987 Summer Romance 87

1988 Virginia now

1989 salute

1989 finally encountered

The "final" special effect in this cover is not a problem at all now, but it was handmade by Chen Youjian from wood!

Why his design is "expensive" originated in the 1980s, when he was the highest bidder in the record industry, and was almost the industry benchmark.

Even so, people looking for him are still in an endless stream. This is probably strength ~

poster design

His poster design is also a must!

▲ Poster exhibition live photos

In 2002,

Posters designed for Beijing's Olympic bid.

The colors of the five rings surround the Temple of Heaven, which embodies the feeling of movement and has the characteristics of Beijing.

200 1 year

Poster design of Nagoya school speech.

The red text in the middle circle shows the relevant information of the theme place, and also

It is this circle that makes it and the surrounding words form a * * *.

The upper left is the name, the small cross and circle in the middle are the word "ancient", and the combination of the lower right and circle is the word "fu", which together is Nagoya.

The following one is for a font design company

Design magazine cover

, very interesting.

The word "left" is spelled with many right words, and the word "right" is spelled with many left words.

And there are contrasts in the layout. The graph 1 is horizontal, and the graph 2 is vertical.

Chen Youjian 1990

Poster of solo exhibition "East Love and West Rhyme".

The main body of the poster is a Chinese character "East", representing the East, and the English letter "W" at the top of the poster represents the West.

With the paper edge as the vertical line, the upper left part of the poster seems to be the hidden word "Lu".

▲ "EastmeetsWest" exhibition

When the exhibition was held again in 2002, the expression was different and the meaning remained unchanged.

1997

Company poster.

Chinese character "one" and Arabic numeral "1" are combined into Chinese character "ten" with a brush. Emphasize the "one" separated from the "ten".

Chen Youjian Design Company is one of the top ten best design companies in the world.

1998

Poster of "Design and Life Exhibition"

Shenzhen and Hong Kong are brothers, and they are as indispensable as chopsticks. Two chopsticks are used to represent the close relationship between Shenzhen and Hong Kong.

Poster in memory of my good friend Ichimitsu Tanaka.

The text consists of "I" in the field and "I" in the English name.

Chen Youjian and Kazuo Tanaka are very good friends, including his solo exhibition in Japan, which was also introduced by Kazuo Tanaka. Chen Youjian designed the following poster to commemorate the light in the field after his death.

Brand vision &; product design

When it comes to his classic works, I have to mention Tea. He made many designs about tea.

Zhuyeqing Sichuan Chengdu Green Tea Brand

Since 2008, Chen Youjian has been the brand of Zhuyeqing, and has made a series of products that are still in use today.

Brand Vision and Store Space Design

The brand logo is inspired by the shape of each bamboo leaf soaked in a teacup.

Roots stand upright, just like tea dancing in water, which is the uniqueness of bamboo leaf green tea.

On the packaging box of Lundao, the glass material is selected as the long seal of the package, and the opening method is as exquisite as the precious treasures in ancient China.

▲ Zhu high-end tea series "On the Road"

▲ The latest bamboo leaf green tea packaging

Louis Vuitton LV tea ceremony

(of cigarettes) hard pack

Chen Youjian designed a "tea ceremony" hard box.

China tea culture is combined with LV classic brand culture "Travel", and the global limited products are worth millions.

Inspired by China's word "tea", the whole exhibition structure evolved from the word "tea".

On the trip, opening it can reflect the practical function of tea tasting, while closing it is a classic, exquisite and elegant decorative art.

There are also some other designs that are quite brilliant.

Xiwu brand identity

1983 Guangzhou disco club logo

03

Can be called the inheritor of China culture.

Anyone familiar with Chen Youjian's design knows that there are many elements of China's traditional culture in his works, showing the aestheticism of combining things with things.

He summed up his design expression style as: the blending of eastern and western cultures.

"Love is in the East and rhyme is in the West"

▲ The logo of the studio is the shape of the "Sixi doll" in the hand.

The combination of traditional elements and modern design means is just right, which embodies the true connotation of China traditional culture.

This set a weather vane for the aesthetics of the whole design field in China at that time, and many people called him a "living design textbook".

▲ "Now" watch

Aesthetics and culture,

Are two conditions that he thinks are very important for design.

Aesthetics determines visual style, and culture determines whether a work has connotation.

▲ Chen Youjian's photographic works

His design is very expensive, but many people are willing to pay the bill. This is undoubtedly the best example of cooperation between business and design.

He said, just do touching design.

Do it with your heart, and what comes from your heart is naturally the easiest to impress people.

Design is not to cater to the ideas of brand customers, but to truly understand the consumer market, in order to confirm the authenticity of the work.

Of course, life and business can also be applied in art design.

▲ Window design of Huangpu Club

▲ Chen Youjian My Diary Exhibition

For the so-called trend design that everyone is crazy about following the trend.

He believes that,

Creativity and ideas are the most important; Understanding the market and culture is the most basic.

We design now and sell it to the current social circle, but the current trend is just a tool. Such as font expression, color expression, paper expression and appearance expression.

Different ideas are not necessarily just the present.

Good design will not be eliminated with the changes of the times.

▲ Hongling, the top private club in Macau

▲ Schair designed by Chen Youjian

Chen Youjian, now 70 years old, is still active in many design fields like an "old urchin" and has a joint name from time to time.

▲ Chen Youjian cross-border design lipstick

He also cultivated many hobbies in his life, such as visiting flea markets, watching art exhibitions and taking photos.

It has become the "old age life" that everyone envies!

With 50 years' experience, he has won many reputations for China in the field of design with his unique talent.

For so many years, extending from design to art and developing art may be the sublimation of Chen Youjian's love for design.

What seems to be free will is actually his persistence.

Looking back on his design and artistic career, Chen Youjian said that he never stopped every day. He has a sense of mission and has not given up at this stage.

▲ He was on the cover of a magazine.

"From the first day I came out to work in my twenties,

I'm grateful to be here today. "

"Life is like this, constantly looking for,

Constantly increase your energy, from the outside to the inside.

The rest of the time, I should spend my whole life,

Share what I have learned. "

Alan Chan