Visual elements of brochure design

The visual elements of brochure design are mainly words, graphics, colors and arrangement.

1, text

As an element of visual image, words should be readable at first. At the same time, different font changes and changes in size and area will bring different visual feelings. Text layout design is one of the important means to enhance visual effect and personalize layout. In brochure design, the selection and application of fonts should be easy to identify and read, and the text should not lose its most basic information transmission function because of blind pursuit of effects. Especially when changing the font shape and structure, using special effects or choosing calligraphy or handwriting, we should pay more attention to its recognition.

The choice of font should also pay attention to the purpose of appeal. Different fonts have different personality characteristics, and brochure design with different contents and styles also needs different font design positioning: serious and dignified, lively and relaxed, elegant and classical, or novel and modern. Starting from the theme content, choose a font that is consistent with the conveyed content in form or symbolic meaning.

In the whole brochure, don't change the fonts too much, and pay attention to the harmony between the selected fonts. The title or suggestive text can be changed appropriately, and the internal text style should be unified. The arrangement of characters should conform to people's reading habits, for example, the number of words per line should not be too many, and appropriate spacing and spacing should be selected. You can also use different font layout styles to create novel layout effects and bring different visual feelings to readers.

2. Cartography

Graphics is a visual language, which uses images and colors to spread information, ideas and exchange ideas intuitively. It can transcend national boundaries, eliminate language barriers and enter various fields to communicate with people. It is a universal visual symbol of human beings.

In brochure design, the use of graphics can play the following roles:

Eye-catching effect effectively uses the visual effect of graphics to attract readers' attention. This instant strong "eye-catching effect" can only be achieved by graphics.

See the reading effect. Good graphic design can accurately convey the theme and make it easier for readers to understand and accept the information it conveys.

Inductive effect. Hunt the reader's curiosity, make the reader attracted by graphics, and then look to the text. There are many graphic expressions. Traditional painting and photography techniques can produce graphics and images with different appearances and styles. Especially in recent years, the application of computer-aided design has greatly expanded the creation and expression space of graphics. However, no matter what means are adopted, graphic design can be classified into two categories: figurative and abstract.

Figurative graphics can not only show the concrete form of objective things, but also show a certain artistic conception. It truly conveys the beauty of form, texture and color of objects with intuitive images, which is realistic and easy to stimulate people's interests and desires visually and gain people's trust psychologically. In particular, some products with exquisite appearance often bring pleasing feelings with real pictures through exquisite design and production. Because of these characteristics, figurative graphics still dominate the design of brochures.

In addition, figurative graphics is a visual language form that people easily like and accept. Using concrete graphics to convey a certain concept or product information can not only enhance the expressive force and persuasiveness of pictures, but also enhance the attention value of pictures and make the communication fruitful.

It should be noted that the selection and application of figurative graphic images should be closely related to the theme and need to be refined and strictly screened. It should be the sublimation of concrete graphic performance, not the simple listing and patchwork of screen images.

Abstract graphics use non-realistic abstract visual language to express propaganda content, which is a highly conceptual expression. In brochure design, abstract graphics are widely expressed, especially for modern scientific and technological products. Because of its abstract beauty, it is easier to express its essential characteristics with abstract graphics. In addition, for some products with poor image or no specific image, or when it is difficult to express some contents and products with specific graphics, abstract graphics can achieve better results.

Step 3 color

Color is an important part of the elements of brochure design. It can create an atmosphere, contrast the theme, strengthen the visual impact of the layout, and directly attract people's attention and emotional response; On the other hand, it can reveal the personality characteristics of themes and images more deeply, strengthen perception, leave a deep impression on people, and give people beautiful enjoyment while transmitting information.

The color design of the brochure should proceed from the whole, pay attention to the overall unity of the color relationship between the constituent elements, and form the basic tone that can fully reflect the theme content; Consider the contrast and adjustment of various factors such as lightness, hue and purity of color. The designer's accurate grasp of the main tone can help readers form an overall impression and better understand the theme.

In the design of brochures, the use of symbolic colors and color associations and symbols of commodities can enhance the communication effect of commodities. Different kinds of goods are often represented by colors that suit their feelings, such as food, electronic products, cosmetics, medicines and so on. , the colors are very different; Similar products can be subdivided according to their uses and characteristics. Such as food, generally speaking, most of them choose high-purity and clean-feeling colors to express; Among them, red, orange, yellow and other warm colors can better express the feelings of color, fragrance and taste, arouse people's appetite, so they are widely used to express food; Brown is often used to refer to some bitter and fragrant foods, such as chocolate or coffee; Green gives people a fresh feeling and is often used to express vegetables, melons and fruits; Blue has a cool feeling, and is often used to express frozen food, refreshing drinks and so on.

In the process of using color, we should not only pay attention to the typical common performance, but also express our own personality. If the colors used are similar, the fresh visual impact will be lost. This requires breaking the conventional or customary color restrictions in design, being brave in exploration, and designing novel and unique color styles according to the performance content or product characteristics. In short, the color design of brochures should not only start from the content of promotional materials and the characteristics of products, but also have certain commonness, which is unconventional and unique in similar designs. Only in this way can we strengthen recognition and memory and achieve good visual effects.