What are the four basic elements of enterprise photo album design?

Text, graphics, color and arrangement are the four basic elements of enterprise publicity album, and the combination of these four elements gives people a strong visual impact. Each element has its own characteristics, and designers should pay special attention to the proper use of its characteristics in the application process, and strive to show their respective advantages, so that when they are combined together, they can produce better visual effects.

1. Text, as an element of visual image, must be readable 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.

The concise formal beauty and strong visual effect of abstract charts enhance people's aesthetic sense and reflect the spirit of the times, which is more modern, symbolic and typical than concrete graphics. Abstract performance can be free from any performance skills and objects, time and space constraints, expanding the performance space of brochures.

No matter how abstract the numbers are, they will eventually be accepted by readers. Therefore, when designing and using abstract graphics, the abstract form should be consistent with the theme content and express the content or essence of the object. In addition, we should understand and master people's aesthetic psychology and appreciation habits, strengthen pertinence and adaptability, and make abstract graphics accurately convey information and play its due role.

Concrete graphics and abstract graphics have their own advantages and limitations. Therefore, in the process of brochure design, the two expressions sometimes appear at the same time, or in a way of mutual integration, such as highlighting specific products in the expression of abstract forms. When designing, we should adopt different ways of expression according to different ideas and objects.

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.

Step 4 agree

The various layout methods and rules described in the chapter of layout design are also applicable to the design of brochures. It should be noted that there are many changes in the form and format of brochures, and they should be treated differently according to different situations when designing.

The brochure with few pages and small area should be designed with striking layout characteristics; Colors and images should be clear and prominent; Among the elements of layout design; The text can be larger.

For brochures with more pages, due to the more content to be expressed, in order to achieve a unified overall feeling, attention should be paid to the use of grid structure in layout; It is necessary to emphasize the changing relationship of rhythm, leaving some gaps; The relationship between colors should be coordinated as a whole.

In order to avoid focusing on the surface of a single page effect without grasping the overall situation, the following methods can be used to control the overall effect:

Firstly, determine Yan's creative thinking, and determine the layout and pages according to the budget situation; And according to the standard layout, the graphic content will be reduced and arranged together in proportion, so as to observe and compare comprehensively and adjust reasonably.

Find out the common factors of the whole book, set some standards or share images, arrange these main factors, and then design other factors. Grasp several key points of the book, control the overall layout from point to area, achieve unity in unity and unity in change, and achieve harmonious and perfect visual effects.

Designers should not only see the independent characteristics of words, graphics, colors and the arrangement of each component element when designing enterprise publicity albums, but also treat the whole album design as a whole, so that the four basic elements can be harmoniously combined into a whole, thus producing perfect visual effects.