Cross-media of Postmodern Photography

On the innovation of visual communication design With the development of human society from industrialized society to information society, visual communication design has undergone several stages of evolution, such as commercial art, arts and crafts, printing art design, decorative design and graphic design. Finally, it becomes a design with visual media as the carrier and visual symbols to express and convey information. For every designer who "designs for communication", how to convey information correctly and fully is the central problem that we have to face all the time. However, in today's society, due to the progress of science and technology, the renewal of social environment and social order, and the proliferation of various visual media, people's thinking, concepts and feelings are affected. It is obviously not enough to correctly and fully locate the keywords that convey information. In view of the requirements of the times and the essence of design, we must attach importance to the innovation of visual communication design and convey information fully and accurately under the premise of innovation. The word "innovation" is no stranger to us. Innovation is embodied in all aspects of the historical development of human society. As far as the design field is concerned, innovation is also the soul and essential requirement of design. Whether focusing on history or reality, an excellent visual communication design works correctly and fully convey the information of its design theme on the basis of innovation. In contemporary society, a large number of vulgar, imitative and uncreative designs are flooding and polluting our horizons. There are a lot of plagiarized and imitated works in the field of design, which makes design activities become a procedure. For example, the university logo is equivalent to adding a round seal to the seal script; Speaking of VIS design, there are many copies of the same template. When it comes to digital visual symbols, there are a lot of ants like "1"+"0"; When it comes to advertising, it is the recommendation and endorsement of doctors or beautiful women with glasses. People are constantly violated and harassed by these "effective designs". These designs have brought us visual pollution, and people can't help asking: What happened to the design? Faced with these, every designer is duty-bound. Now is the time to vigorously advocate "design innovation", because this era needs clear and original visual communication design more than ever. So, what are the innovations of visual communication design? In my opinion, the innovation of visual communication design includes the following three levels. First, the innovation of visual communication design is the innovation of design concept. First of all, the innovation of visual communication design is the innovation of design concept and thinking. In short, it is the innovation of past design experience and knowledge [1]. According to the different nature and degree, innovation can be understood as inheriting traditional innovation and radical innovation, and the latter even becomes a kind of denial and rebellion to a certain extent, especially for the fixed thinking frame formed by self-consciousness for a long time. From the perspective of Marxist philosophy, innovation is the spiral movement of things. In the information age, with the intervention of new concepts such as human life style, thinking guidance and emotional expression, the laws once used in visual communication design are gradually being broken, and human beings are trying to find rational visual space in the cross-century mileage. Personalization, diversification, nationalization, internationalization, green design, humanized design ... What is a good visual communication design? How does visual communication design correctly reflect future values? Faced with the impact of the new technological revolution and the mediocrity and stylization of design, designers have to face the reality and let their design concepts and thinking be baptized by the information age. Second, the innovation of visual communication design is the innovation of visual language. In a sense, visual communication design is the process of "language graphics" and "language graphics". In order to achieve the purpose of information transmission, designers need to constantly seek, explore and create the best visual language, so as to express their design ideas and artistic concepts. /kloc-Many art and design movements in the 0/9th and 20th centuries were aimed at exploring new forms of visual language. A new form is often created by anti-traditional art by opposing the art of the past. Design movements such as "Arts and Crafts Movement", "Art Nouveau", "Modernism", "Pop Design" and "Postmodernism" are experiments and revolutions in form, as well as seeking and embodying. The most important innovation of visual language lies in the innovation of three visual elements: graphics, characters and colors, and the innovation of aesthetic composition among these three elements. For designers, every visual element is a basic element to express the function and style of their design works. When choosing these visual elements to convey information, we should break through what ordinary vision is used to, and strive to express the richest content in a simplified and symbolic form. Thirdly, the innovation of visual communication design is the innovation of technical expression. The role of science and technology in the development of human history is self-evident. The thinking mode, theoretical model, experimental results and advanced machine tools it provides provide a strong spiritual and material foundation for the design. From a certain point of view, design is that under the profound influence of consciousness and imagination, designers rely on useful and realistic materials and tools to benefit from the creation of scientific and technological civilization at that time. With the change of technology, materials and tools, technology has a direct impact on design innovation. From the birth of papermaking and printing, to the invention of photography, film and television, and then to the emergence of computer multimedia, with the continuous innovation of communication technology, the field and expression of visual communication design are constantly expanding. Every designer of visual communication design should not only scientifically realize that design is the carrier of commercialization of science and technology, but also clearly realize that he is the intermediary to transform science and technology into real entities. Today, with the rapid development of science and technology, we should rely on our keen creative intuition to find new possibilities in new technologies. As far as these three levels of visual communication design innovation are concerned, they have dialectical unity and inseparable overall relationship. Design concept innovation is the premise and foundation of visual language innovation and technical expression innovation; The innovation of visual language is the expression of innovation of design concept and technical expression. The innovation of technical expression forms provides strong technical support and realization ways for the first two. Entering the 2 1 century, human beings have to admit that technology is reconstructing our reality, and it has become a powerful force, which controls and determines the development of society, economy, culture and its future to a great extent. Computer technology, network information technology and multimedia technology make people face the "digital existence" directly, but also impact the traditional communication mode, and visual communication design is experiencing a digital revolution. These advanced technologies, advanced exploration equipment and advanced research methods and means also provide designers with opportunities to continuously extend and expand their perspectives and ways of thinking. Therefore, only when our designers actively meet the baptism of the information age, start with the innovation of design concept, visual language and technical expression, and adhere to the dialectical unity of the three, can we thoroughly promote the great development of visual communication design in the information age.