What technologies do studio digital designers need to master?

First, the content is true: at present, many advertising design works are exaggerated and false, which makes people feel distrust or even disgust after reading them; Only when the content is true can people feel reliable and have patience to accept it.

Second, graphic creativity: This is the most important design work and the key to the success of the work. Graphics play the role of conveying information, because graphics are the direct embodiment of content, which can make the audience understand the content to be expressed in the work in a short time. The methods of graphic creativity are:

1, decomposition and reorganization: people are dazzled by complicated natural forms and feel unable to appreciate artistic forms; Sometimes, a complete art form may not attract the attention of the audience; From another angle, we decompose a complete art form and reassemble it into a new one. People feel that the new form is original, novel and refined, unconventional, individual, stylish and special, so as to attract attention.

2. The expression of panic and excitement: the objective world created by human beings is colorful and changeable, which has caused endless excitement to human beings. Today, human senses have produced too many tired states to external stimuli. And the audience in front of the overwhelming advertising design works this state is more obvious. Design works must strengthen stimulation to attract the attention of the audience, which leads to the expression of lies and birthday stimulation with strong stimulation as an artistic means to attract the audience to accept the appeal goal of advertising design. Lying is a grotesque state completely opposite to people's common image of things, and stimulation is an extreme state completely different from people's common image of things, both of which will give people surprise, surprise and excitement. The state of stimulus expression in visual images is quite different from the normal state of people's lives, and there is a crisis, which makes people worry about the consequences, such as: buildings will collapse, shipwrecks will occur, or anomalies, colors, conditions and so on. Will have a strong impact on people. Photoshop, the king of image processing software, coreldraw, a drawing expert, 3DMAXS, an animation classic, etc. , which brings great convenience and relaxation to this expression. The expression of lying birthday pursues the dislocation of time and space; Lying is not in the face of danger and strong impact, but the dislocation of the normal image of things' existence and movement in time and space, such as the face of a snake and the golden hill full of water, which is completely counterintuitive and disrupts the order of things' existence and movement, giving people a weird and shocking feeling; Photoshop's perfect and free combination of images makes this expression very easy to embody. Stimulate the expression of lies to combine beauty; Stimulating lies have aesthetic value because they are often expressed in suspense. At first, it looked exciting and surprising, but later, other precautions were taken to let the audience get a good attitude from strangeness to calmness.

3. Regression expression: Mr. Fan Xiong Fukuda, a Japanese graphic design master, mentioned in a lecture that there are many ways to express graphic creativity, but we must be aware of one thing; Namely: in the information age, a lot of knowledge processing and symbolic production make people far away from nature; Environmental protection and green movement have become the strong call of human beings facing the future on today's earth, and returning to simplicity has become a new theme of people's aesthetic feelings and demand psychology in today's world; Designers should return to the voice of the century, be sensitive to expression and conform to public opinion when creating graphics. Then the regression expression should be: realistic, express people's emotional pursuit, and achieve the unity of the situation; Also pay attention to the close combination with environmental protection.

4. Expression of national culture: The more nationalized, the more cosmopolitan. The graphic creativity in design art aims to highlight the unique national cultural style and characteristics; It is necessary to shape and render the temperament and personality of national culture; The external characteristics of national culture are outstanding, and more importantly, an image contains deep internal spirit and essence, which is an external image rooted in the depths of psychology. So the biggest infection of this image is not visual stimulation and sense of humor, but temperament and personality, charm and style. In graphic expression, we should focus on shaping and rendering this character. Third, composition: a design work with excellent composition can also shock people; The so-called composition is the reasonable layout of design elements in the picture, the relationship between primary and secondary positions, highlighting the theme, and making the audience unforgettable in a short time. Fourth, copy planning: it is often said that a word is kept, or a good word is warm in three winters, indicating that written language plays an extremely important role in daily life; Similarly, in design works, words are also the main carrier to convey information directly; How to attract the audience's attention to the information conveyed depends on how the designer plans the copy. Good copy, let the audience remember, for example, the idea of IRM company in the United States is: IRM is service. There is also the slogan of American Katz brand children's shoes: soft and comfortable children's shoes are like mother's hands. These are all very successful copywriters.