What is the aesthetic design of network industry?

What is beauty? What conditions should a good thing have?

According to the universality of human aesthetic feeling, we can set ten principles of beauty: continuity, gradual change, symmetry, contrast, proportion, balance, harmony, rhythm, unity and wholeness.

Before discussing the principle of beauty, we must first understand the meaning of "unit form". Cell shape is the most basic cell element in the same or similar image combination. The cell shapes can be independently and repeatedly arranged, or they can form a "cell shape combination" and then be regularly and repeatedly arranged based on the "cell shape combination". The following figure shows that a unit shape layout consists of eight unit shape combinations.

One "Cell Shape" layout forms the legend of eight "Cell Shape Combinations".

Each "unit-shaped combination" can be repeatedly developed into a complex and interesting plane structure in the form of linear [also known as two-way continuity], planar [also known as four-way continuity], annular, radial and mirror image. The picture below is a plane composition composed of circular expansion.

Plane composition formed by circular expansion

The following is an overview of the ten principles of beauty:

[1] continuity

"Continuity" is a strict order arrangement, with no beginning, no end and no edge. It is only a special case of repetition, so regular repetition does not necessarily produce continuity. "Continuity" is an infinite extension, which can exceed any frame limit. Continuity includes two-way continuity and four-way continuity.

"Two-way continuity" is a regular arrangement in which unit shapes are repeatedly arranged left and right or up and down. It can extend in straight line direction, zigzag direction and wave direction.

"Quadrilateral continuity" refers to the phenomenon that the unit shape extends from left to right and also upward and downward, which can produce quadrilateral continuous graphics. Lines caused by two continuous edges are arranged repeatedly from left to right and from top to bottom, which is one of the methods to create quadrilateral continuous graphics.

[2] Gradient

"gradual change" is gradual change, which has a certain order and law. "Gradient" includes shape gradient, size gradient, color gradient, position gradient and direction gradient. , can be used alone or in combination.

The gradient of any constituent element has its beginning and end, or it starts from a certain side and then returns to the original cycle. For example, a shape gradient can start from one shape, gradually change to another shape, or gradually return from another shape to another shape. Whether it is the beginning or the end, it can be the focus of the design in the design of gradient, and it will cause a sense of rhythm in the whole repetition process of the beginning and the end.

The way of gradual change can be top-down, left-to-right, central emission or diversification.

The performance of the gradient includes:

[1] natural image gradient, [2] shape gradient, [3] size gradient, [4] position gradient,

(5) gradual change of direction, (6) gradual change of color.

[3] Symmetry

Visually, a shape that looks equal up and down or left and right based on a point or a line is called "symmetry". "Symmetry" means proportion, uniformity and consistency. Symmetric forms have always been considered to be stable and functional.

The manifestations of "symmetry" include:

[1] line symmetry, [2] point symmetry and [3] feeling symmetry.

Usually, symmetrical graphics have a simple and clear sense of beauty and static stability, but they are often monotonous and dull. Generally speaking, simple and symmetrical graphics have generous and powerful personality; Fine symmetrical graphics can increase the fullness of the work. Many commodity designs are designed by using this feature.

[4] Contrast

Put the relative elements together and compare them with each other to form two kinds of resistance tension, which is called "contrast" This element that causes relative repulsion is generally called "contrast element".

Contrast elements cover a wide range, including shape, color, texture, direction and area. Rounds, triangles and squares all belong to the contrast of shapes. For example, red bricks and gold bricks have the same shape, but their textures are obviously different, which has the nature of contrast.

Whether the contrast phenomenon is strong or not depends on the configuration relationship of the contrast elements. Generally speaking, when different elements are combined and stimulate each other, there will be a phenomenon of contrast. The strong are stronger, the weak are weaker, the big ones are bigger and the small ones are smaller. In other words, the characteristics of a single element can be enhanced by comparing relationships.

The manifestations of "contrast" include:

[1] linear contrast, [2] shape contrast, [3] weight contrast, [4] brightness contrast,

[5] Chromaticity contrast, [6] Hue contrast, [7] Texture contrast, [8] Dynamic contrast,

[9] Position comparison, [10] Other comparison.

(5) Proportion

The so-called "proportion" in modeling refers to the ratio between measures such as length or area, which describes parts and parts; Or the relationship between parts and the whole.

In human history, "proportion" has been used in architecture, furniture, science and technology, painting and other fields. Especially in Greek and Roman architecture, "proportion" is regarded as a symbol of beauty. In addition to architecture, there are several ideal proportions, which were formulated by ancient scholars in order to achieve unity and change as the basic principles of design. One of the most basic and important ratios is the "golden ratio". The ancient Greeks regarded "golden ratio" as the most perfect ratio and used it flexibly in time modeling. The basic method is to divide a straight line into two segments, the length ratio of small segment to large segment is equal to the length ratio of large segment to all line segments. This proportional division method is the "golden ratio".

[6] Balance

"Balance" means that two forces keep each other, that is, two or more components are evenly arranged on a basic fulcrum to maintain mechanical balance and reach a stable state.

In the order of shaping, "balance" is an extremely important one. Because the sculpture works don't really pay attention to the actual weight relationship, the word "balance" should belong to the visual balance in the plane sculpture world. This is different from the balance of mechanics, the balance of mathematics, and the "average" mentioned in other disciplines. For "balance", there are symmetrical balance and asymmetrical balance. In the practice of "balance", the key point is how to achieve visual stability and psychological balance. For example, shape, color, weight, size, light and shade, color, strength, texture and so on. The picture must be kept in a balanced state, which will make people feel stable.

[7] Harmony When two constituent elements * * * coexist, if the phase difference is too large, it will cause "contrast". If the two components are similar, the contrast stimulus becomes smaller, and the same order can be produced to achieve a harmonious state. For example, black and white are contrasting colors, and the gray between them is the "harmony" between them.

"Harmony" can make us feel beauty visually. Therefore, the principle of harmony has always been a topic of concern to people, especially color or modeling, which must be discussed constantly. But to achieve "harmony", we still need to unify the elements; Such as hue, hue and lightness, can all produce harmony. In modeling, such as the thickness of lines, the size of modeling will have an impact, but as long as the modeling can be consistent, it can also produce a sense of harmony.

In addition to color and shape, texture is also an important harmonious factor. If the same materials are used as the materials of architecture or landscape design, it is also one of the ways to achieve "harmony".

[8] rhythm

All regular or irregular repetition and arrangement, or periodic and gradual phenomena, are "rhythms". It gives people a sense of cadence and unity.

Generally speaking, rhythm is closely related to time, because the beauty of rhythm can be expressed in other temporal art fields, such as music, dance, movies, drama, poetry and so on. In music, the use of time interval will make the strength or height of the sound show the beauty of rhythm and the change of cadence. In our living environment, there are rhythm phenomena in the changes of four seasons, the growth of plants, the movement of animals and various physiological reactions. In addition, the images of waves, sand dunes, wheat waves, kitchen smoke and roof tiles in nature have been constantly developed and repeated, showing a rhythmic visual beauty.

[9] unification

Combine the same elements, and arrange the elements with the same or similar shape, color and texture in an orderly or picturesque way, so that they are orderly and interrelated or * * * interlinked, which is for the purpose of "unification".

"Unity" is a beautiful basic order. Generally speaking, unity can express noble and authoritative feelings, and can also achieve beauty such as balance and harmony. But excessive unification will lose its vividness and become a mere formality. For example, when the size, shape and color are exactly the same and arranged at equal distances, there will be a monotonous feeling.

So while paying attention to unity, we should also pay attention to the issue of change. "Change" is also one of the forms of beauty. The so-called "change" is to seek change in heterogeneous elements. In other words, it is appropriate to organize different shapes, sizes, tones, lightness, chroma, direction and texture into organic tissues, so that they are lively and not chaotic. [10] completed

No matter what kind of beauty principle is applied to any artistic work, or how complicated the creative process is, the artist pursues the "integrity" of the work at the moment when the work is completed. According to people's different feelings and needs, integrity can be divided into sensory aspects [including various perceptions], ideological aspects and functional aspects. For example, a good drama performance not only brings visual and auditory integrity to the audience, but also provides the audience with a complete creative idea that the playwright wants to express.

Second, the composition principle of graphic design arrangement

On the one hand, multimedia viewers get information from the visual representation presented on the computer screen and react; On the other hand, according to his aesthetic experience, the pleasing visual presentation on the computer screen aroused his good communication mood. Pleasant visual presentation depends on the designer's creativity [[concept]], performance skills [[technology]] and [layout] ability.

At present, many computer screen visual presentation designs in China rely on designers' feelings or their own years of practical experience. But "feeling" is elusive to those who want to learn multimedia design, and "experience" is even more cruel. Therefore, applying the principle of beauty to the arrangement and composition of graphic design can help beginners form the arrangement and composition principle of graphic design. Even for designers, when they face a lack of "feeling", they can still create standard works.

(A) the size of the contrast

The relationship between size and shape is one of the most important elements, which can almost determine the relationship between image and harmony. There is little difference in size, which gives people a gentle feeling, but there is a big difference in size, which gives people a distinct feeling and a strong feeling.

[2] Contrast between light and shade

Yin and yang, positive and negative, day and night, etc., such comparative sentences can make people feel the relationship between light and shade in daily life. Newborn babies can only distinguish light and shade visually at first, while animals such as cows and dogs can only simply distinguish black and white, but they can't easily distinguish chromaticity or hue. So light and shade [black and white] is the most basic element in color sense.

[3] Thickness comparison

The thicker the font, the more masculine it is. If it represents fashion and women, it is usually expressed in small print. If the weight of fine words increases, the coarse words will decrease, so that the collocation looks brighter.

[4] Comparison between curve and straight line

The curve is full of softness and relaxation; The straight line is hard, sharp and masculine. In nature, the two are properly mixed. Usually, we don't pay attention to this relationship. However, when a curve or a straight line emphasizes a certain shape, we have a deep impression and corresponding emotions. So in order to deepen the impression of the curve, we often use some straight lines to emphasize it. In other words, a few straight lines will make the curve more eye-catching.

[5] Texture contrast

In ordinary people's daily life, we may rarely hear the word texture, but in art, texture is a very important shaping element. Such as a sense of relaxation, smoothness, wetness, etc. Are descriptions of texture. Therefore, texture not only expresses emotion, but also blends with it.

When we observe a painter's works, we often pay attention to the composition of color and painting. In fact, texture is the main factor that determines the style of the work. Although colors or objects will change, the basic texture is closely related to a painter's nature and is not easy to change. It is easy for laymen to overlook this point. In fact, this is the most important basic element, and it also has the strongest influence on emotion.

[6] Comparison of positions

Placing an object on both sides of the picture can not only play an emphasis role, but also produce contrast. There are potential power points in the top, bottom, left, right and diagonal of the picture, and the hidden power can be displayed by arranging photos, titles or signs and marks. At this power point. Therefore, in the potentially opposite position, placing completely different modeling elements can show contrast and produce a compact picture. [7] Comparison between master and slave

Layout design is the same as stage design. When the relationship between the protagonist and the supporting role is clear, the audience's psychology will settle down. Clearly indicating the master-slave technique is a very orthodox composition method, which will make people feel at ease. If the relationship between the two is vague, people will be at a loss. On the other hand, if the protagonist is too strong, he will lose his sense of movement and become a vulgar picture.

The protagonist in the play will be known to everyone at a glance. If the layout can also show who is the protagonist, it will make readers know more about the content. Therefore, the master-slave relationship is the basic condition of design and configuration.

[8] Dynamic and static contrast

The beginning of a story has a beginning, a description, a change and a result. In a courtyard, there are rockeries, pools, vegetation, waterfalls and so on. Similarly, there are intense dynamic and quiet parts in the design and configuration.

The shape of diffusion or flow is "dynamic". Horizontal or vertical rebar shapes are "static". The two are arranged in opposite places, and the "moving" part occupies a large area.

The "quiet" part occupies a small area, with appropriate white space around it to emphasize its independence. This arrangement is generally used to configure the key points of the four corners of the picture. Therefore, although the "quiet" part only occupies a small area, it has a strong sense of existence.

[9] Various comparisons

There are also various contrasts between curves and straight lines, vertical and horizontal, acute and obtuse angles. If we combine the contrast mentioned above with these elements, we can make a varied picture.

[10] rise and fall

The space of the whole layout is dynamic because of various forces, and then dominates the space. Dynamic shape and dynamic shape cooperate with each other to make the spatial change more vivid.

When we want to build a rockery garden, we should pay great attention to the outlet of running water, because the outlet of running water is the starting point of the movement, and the whole garden will be affected by it. When it comes to layout, the principle is the same, and the starting point and the receiving point will echo each other and coordinate with each other. The greater the distance between the two, the more obvious the effect, and both ends of the screen can be used. However, special attention should be paid to the balance between the starting point and the receiving point, and the strength should be appropriately changed. If one side is too weak, it will not cause * * *.

[1 1] map and ground

When the light and shade are reversed, the relationship between the map and the ground will change. Generally, printed matter is printed in Braille on white paper, in which white paper is called ground and black text is called map. On the contrary, sometimes the effect of anti-white characters is printed on black paper. At this time, the black background is the ground and the white characters are pictures, which is the phenomenon of black-and-white conversion.

[12] equilibrium

When walking and kicking a big stone, your body will fall down because you lose your balance. At this time, it is natural to stretch out a hand or a foot quickly to keep the balance of the body. According to this natural principle, if we change the position of each part of a good original and compare it with the original, it is easy to understand the composition principle of the sense of balance.

[13] symmetry

Starting from one point and spreading to the left and right at the same time is called left-right symmetry, which is called symmetry in English. Complex states such as vortex shapes can be developed by applying the principle of symmetry.

In daily life, there are indeed many common symmetrical things, such as the configuration of Buddha statues or the configuration of Japanese shrines. Symmetry will show the image of Gauguin harmony and stylization.

[14] emphasize

The layout of the same style, without affecting the style, will have an emphasis effect by adding appropriate changes. Focus on breaking the monotony of the layout, so that the layout is full of vitality, vividness and change. For example, the layout is all arranged in words, which looks very dull. If you add illustrations or photos, it is like a stone thrown into calm water, causing waves of ripples.

[15] ratio

The characteristic of Greek art is "golden ratio". When designing the length, width and height of buildings and the types and positions of columns, if we can refer to the "golden ratio", we can produce a unique architectural style in Greece and a stable and moderately tense visual effect. Length ratio, width ratio, area ratio, etc. , can play the same role as other shaping elements, showing an excellent image. Therefore, it is very important to use an appropriate proportion.

[16] sense of rhythm

Shapes with the impression of * * *, repeated arrangement will produce a sense of rhythm. You don't have to use the same shape, as long as you are impressed. Three or four appearances can create a relaxed sense of rhythm. Sometimes only using feature modeling twice will produce a sense of rhythm.

[17] The center of gravity around us has subtle differences in people's feelings. Because there is a particularly attractive place in the lower right corner. When considering the balance between left and right, how to deal with this place has become a key issue.

Human vision is more natural for the flow from the upper right to the lower left. When arranging words, leave the lower right corner blank to arrange titles and illustrations, which will produce a natural flow. If it is reversed, it will lose its balance and appear unnatural. This sense of balance in the left and right directions may be related to people being right-handed!

[18] Centripetal and Diffusion

In our emotions, we are always aware of the central part of things. Although we look at things carelessly, deep down, we always want to detect the central part, which seems to be the case, so that we can feel safe, which constitutes the visual centripetal force. Generally speaking, heart-shaped looks gentle, which is also a popular way, but it is easy to become mediocre. Centrifugal typesetting can be called diffusion. Examples of common diffusion in modern arrangements.

[19]] Jump rate

In layout design, the size of the title must be determined according to the content. The ratio of title to article size is called jump rate. The greater the jump rate, the more lively the layout; The smaller the jump rate, the higher the layout style. According to this scale, it is easy to judge the effect of layout. After the title and font size of this article are determined, it is also a considerable knowledge to consider the proportional relationship between the two sides and how to further adjust it.

[20] Unity and harmony

If too much emphasis is placed on contrast, too much space is reserved or too many shaping elements are added, it is easy to cause confusion in the picture. In order to reconcile this phenomenon, it is best to add some * * * elements to make the picture have a * * * style and a sense of overall unity and harmony. Reusing things with the same shape can make the layout feel harmonious. If you put things with the same shape together, you can have a continuous feeling. The combination of them can produce a unified and harmonious effect.

[2 1] command

According to the direction seen by the eyes or the direction pointed by the object, a guide line is generated in the layout, which is called a wire. Designers often use metal wires to make the whole picture more eye-catching when composing.

[22] The form of image

Generally speaking, the four-corner [corner version] is a standard form, and other forms belong to deformation. The four corners of the corner version are at right angles, giving people a sense of regularity and few expressions, while other deformations present various expressions. For example, a triangle that becomes an acute angle has a sharp and distinct feeling; The shape is close to a circle, and it has a gentle and weak feeling. The same curve has different expressions. For example, a circle drawn with a ruler and instruments has a hard texture, while a circle drawn by hand has a soft round curve.

[23] Horizontal line

At dusk, the horizon and the sunset blend together, and at dawn, a brilliant sunrise rises from the horizon. The horizontal line gives people a sense of stability and composure. No matter the beginning or the end of a matter, the horizontal line always expresses a static moment.

[24] Vertical line

The sense of activity of vertical lines is just the opposite of that of horizontal lines. Vertical lines represent upward stretching activities and have a hard and rational image, which makes the layout appear calm and bright. If the verticality is unreasonably emphasized, it will become cold and stiff, making it difficult to get close. The contrast between vertical lines and horizontal lines can make their properties more distinct, which not only makes the picture feel compact, but also avoids the cold and rigid situation, complements each other and makes the layout more complete.

[25] Sunny and cloudy days

From the dark cave, when looking at the bright scene outside, the characters in the cave are always represented by outlines, while the scenery outside needs to be carefully drawn. This is an incredible space to grasp the daily situation and abnormal light and shade at the same time.

The normal light and dark state is called "sunny", and vice versa. When composing a composition, we can draw new images with different daily feelings by using the light-dark relationship between sunny days and cloudy days.

[26] Blank amount

The fast-talking way is suitable for the evening news broadcast, not for the host, because there is too little white space in every sentence. It is also important to talk about the amount of white space in layout design. Even the same photo, the same sentence will be difficult to express the exact image because of the amount of blank space. No matter how balanced the layout is, no matter how beautiful the article is, readers will give it a good score as soon as they see the blank space of the layout.

[Erqi] Layout rate

On design paper, the typesetting area used in this paper is called layout, and the proportion of layout to the whole page area is called layout rate. The amount of white space has a decisive influence on the impression of the layout. If the blank part is added, the style will be improved and the typesetting will be more stable; Leaving less white space will make people feel lively. It is obviously not suitable to use more blank space when designing informative magazine pages.

[28] Size of words on the screen

Multimedia images are usually presented on computer images [monitors] or television.

According to the analysis, for visual comfort, the smallest and clearest Chinese font presented on the computer image display should be 16 pixel [w]× 16 pixel [h] fine font. As for the smallest and clearest Chinese font presented on TV, it should be a dot matrix font of 36 pixels [w]×36 pixels [h], because TV needs to be watched from a distance. Judging from reading habits, in order to cooperate with people's horizontal reading chinese, the best state is that a column does not exceed 35 words.

According to the above requirements of the audience, the resolution of multimedia computer image display is preferably set to 640 pixels [w] × 480 pixels [h]. Generally, the resolution of TV set is fixed as 5 12 scanning line. Compared with the resolution of ordinary printed matter [[350dpi]], the two are much smaller.

Generally speaking, before multimedia visual communication design, the first thing to decide is the application standard of text size on the screen, which is different from the general graphic design process.