What is the information design of Tsinghua University Academy of Fine Arts ~ Teaching ~

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Interview with Ma Quan, Director of Decorative Art and Design Department of Tsinghua Academy of Fine Arts.

Reporter: Guo

Reporter (hereinafter referred to as "reporter"): Please tell us about the specialty setup and development plan of the Department of Decorative Arts and Design of Tsinghua University Academy of Fine Arts, and the development status of each specialty?

Ma Quan (hereinafter referred to as Ma): At present, the Department of Decorative Art and Design of Tsinghua University Academy of Fine Arts has three majors: graphic art design, advertising art design and book art design. In the future, as other professional disciplines mature, new professional platforms and disciplines may be established. However, the premise is that teachers, teaching conditions and the academic ability and status of new disciplines are relatively mature, so it is possible to set up a new discipline platform, instead of setting up a new discipline just because there are one or two teachers, which is irresponsible to students. At present, our department is designing and reorganizing the subject group and curriculum chain. We will carefully sort out the original curriculum structure, optimize the curriculum structure, and make the curriculum of each major more reasonable. In addition, we will focus on the future development concept and goals of this department.

The development status of each major is as follows: graphic art design is an old major. This "old" is not old in the old and new sense, but refers to a long history. It was established when 1956 Central Academy of Arts and Crafts was founded. With the development of international related disciplines, graphic design has become more and more important in the continuous development of national economic construction. The focus is on brand promotion, visual image and strategic development of enterprises. Although it is a traditional major, it is still a popular major, and it is the same internationally. It will remain a very important major in our department in the future.

Advertising art design major is a new professional platform in recent years. It used to be a course of graphic art design. With the development of advertising industry and the refinement of disciplines in advertising field, the specialty of advertising science is becoming stronger and stronger, and it is far from enough to offer only one course, so the college has set up the specialty of advertising science. At present, many comprehensive universities in China have set up advertising majors, such as Tsinghua, Peking University, School of Journalism and Communication of the National People's Congress, China Communication University, Xiamen University, etc., which mainly focus on the study of communication and planning in advertising. Our advertising art design major mainly focuses on the research and application of advertising creativity and visual communication, so it is also a hot major, which is closely related to social needs. Although advertising creativity and visual communication are the terminal exports of all advertisements, our department has also set up advertising courses, because students studying advertising art design also need to understand the high-end problems of enterprises such as communication and planning, so as to enter the core contents of enterprise brand planning, strategic development, values and so on, and better combine the high-end needs of enterprises with visual creativity and communication.

Book art design used to be considered as book binding, which usually refers to cover, back cover, ring lining and layout. With the development of information technology and Internet, people's reading habits have changed, such as the development of interactive information dissemination, and the design of book art has created a platform for interactive communication between readers and content on the basis of traditional print media. These new technologies provide a broad space for the future development of book art design. Therefore, book art design is a kind of information diversion system design, and its professional content can not be covered by the concept of book binding. Think about how many publishing houses there are in the country, and you will understand how big the market demand for book art design is. In addition, book art design is an independent subject in many countries, especially in developed countries, such as the United States. These three majors are the main professional platforms of our department, and their changes are related to social development and changes. Maybe the name hasn't changed, but the professional content and structure have changed. These three majors were developed on the platform of traditional print media. Today, they have a good dialogue and interactive development with new media, which provides a broad development space and extension for the professional development.

M: Actually, the examinations in different schools, especially the basic examinations, are not as different as those circulated in society. Personally, I think the foundation is the foundation. There may be some differences in the evaluation system and standards of the foundation, but no matter which evaluation system, you must do your best. If you draw in this way, you can draw well; It's the same for you to draw like that. There is no question that the school likes this and doesn't like that. It would be great if you can draw well with the traditional painting system. It just proves that you have accumulated knowledge before the exam. Such accumulation is also accumulation, and accumulation is also accumulation. Draw with lines or blocks in any way. If you don't have good modeling ability, you can't draw well with lines. Therefore, the basic training should be solid, and the study before the exam and the process after school should be long-term. Of course, today's students are more willing to study the crash training that will be admitted to the university, in order to take the exam.

Reporter: If candidates have problems in pre-test training, how should they solve them?

Ma: We have also been admitted to the university, and there is also a lingering problem in the process of study. There are usually several reasons. First, improper learning methods lead to your confusion about the current problems. If the observation method is improper and the observation is too one-sided, it will affect your understanding of the whole object, which will not only lead you to linger, but also form bad observation habits. Because the local observation method is not good, it will definitely lead to poor local performance. First of all, we should correct and adjust the observation method, cultivate a good overall observation method, discover the relationship between the various parts of the object, and formulate a performance plan, procedure or step, instead of drawing what we see on the basis of the facts. The second is a positive reason, which shows that you are in the process of progress, and this is the darkness before dawn. At this time, I suddenly felt that there were more problems found than in the past, and skills could not solve the problems at all. In fact, your eyes are high and your hands can't keep up. In fact, this is the premise of progress. First of all, I should be happy. If you find more problems, you will naturally have ideas to solve them. To promote the training of performance skills and abilities, we need to adjust our emotions quickly and spend time to improve our ability to solve problems. I didn't know until I got here that I must not be impatient at this time. Although we are in a hurry during the exam, the more we want to make progress, the more we should calm down. It usually takes a week to get through this period. Take a work, stick to it, get dirty and messy again, wipe it clean before you start, and you must stick to it. After painting this picture, you can make great progress. Before the general exam, there are three or four such stages, and if you do well, you can make rapid progress.

Reporter: How do you think candidates can do better in professional examinations? What links or details should we pay attention to in the examination room?

M: Actually, this question should be reversed. The prerequisite for candidates to play well is to accumulate well in their daily lives. It is necessary to go through the training procedure just mentioned and systematize it. I'm not afraid of what's in my heart, but I'm afraid my mind is empty. Therefore, in the examination room, especially the design exam, the first thing is to judge the topic calmly. In fact, the topic of the exam is very simple, but some students didn't see it clearly in a flurry. First of all, it depends on what the topic is and what the size is. Now many students don't look at the size, but draw a lot. Strictly speaking, it's beside the point. Size is also part of the topic. In addition, it is very important to see the requirements of the topic clearly, and I have already told you how to design it. For example, one year when you took a communication test, the test requirements actually told you what to draw. People and things communicate with each other, but you should pay attention to the relationship, communication and mutual penetration of objects in the process of organization. This topic also provides the design method and direction. Furthermore, no matter how you draw, if the final painting is dirty and messy, it can't reflect a student's ability to control the form and picture. A good idea cannot be reflected without good performance. But only good performance, no creativity, the picture will be dull, it is difficult to reach a high level. In addition, be careful not to cheat, with plagiarism. We can tell at a glance from which book some students copied their works. However, students don't know much about design and usually don't accumulate enough, so it is understandable to copy the books they have read inadvertently.

Ma: The marking teacher hates the method of backtracking. The latter question may reflect some skills, but it does not reflect the original ability. If you are skilled, it will delay you. The exam is to test your feelings now, not the concept of famous brand designers.

Reporter: Judging from your experience in marking papers for the art college entrance examination, what are the common problems for candidates? Can you give me some advice? ?

Ma: As far as design is concerned, candidates generally have the problem of poor performance, which is because of insufficient performance training. Performance training is different from sketch, sketch and color, which embodies the subjective treatment of objective things. This is reflected in the examinee's understanding of the proposition, but the ability to rearrange the design and transform the objective modeling language into the subjective design language is not enough. Usually training should be from sketching to changing to creating a form. In addition, the relationship between color and graphics is a big problem, and color cannot be controlled. Color training is very important, such as the extraction of natural colors, the layout of the picture, especially the hue and basic attributes of colors. If the color of the picture is confused, it will look very uncomfortable. Therefore, it is suggested that during the basic training of sketch and gouache modeling, we should spare some time for decorative modeling training, such as the decorative deformation training of characters, the deformation training of plants, the basic attributes of colors, the color changes brought by light, the conversion between realistic colors and decorative colors, and the area ratio of decorative colors. There is no absolute good or bad color, only the color discomfort caused by inappropriate area ratio, such as the area ratio of contrast color. There are also harmonious colors such as black, white and gray. Although they are not strong in personality, they are harmonious and will coordinate the contradictions arising from other color contrasts. Therefore, the harmony of the picture depends on the relationship between color proportions, and there should be training in color composition and decorative colors. ?

Reporter: At present, many candidates attend pre-test classes for further study. The time is long and short, and the market for pre-test classes is also very complicated. Do you think it is necessary to attend the pre-test class? How to choose the class before the exam, how long is it suitable, and what is the focus of study? ?

M: Actually, the pre-test class is also a necessary process of studying before the test. Ordinary middle schools do not provide good space and teachers for professional examinations except cultural courses, unless they are professional art schools. Therefore, it is necessary to choose some professional pre-test training courses, such as professional schools, art teachers and students of the Academy of Fine Arts. I think these courses have provided some help to varying degrees. With such a market, there must be such a demand. It's hard to say which pre-test class suits your choice. Because there are so many classes before the exam, take students to judge according to their own or their parents' experience after reading them. In short, the structure of teachers is very important. Strictly speaking, all pre-test classes are exam-oriented training, which can provide good suggestions on exams, including ways to deal with the current professional exams in art colleges. However, the long-needed knowledge structure still has shortcomings, which reflects the utility of the art college entrance examination market, which is also a reality.

How long the training time is depends on your own needs. If you have a good foundation, you just need to feel prepared before you get cold feet. If the foundation is not good, if you want to improve through the pre-test class, you need long-term training step by step. So the goals are different, and the length of time is different. At the same time, we should also consider the relationship with the time of culture class. The focus of learning is the basic knowledge, professional common sense and the most basic performance ability needed for the long-term career development in the future; In the short term, you must have passed the exam. According to the problems faced by parents and students themselves, this choice varies from person to person. ?

Reporter: But there is still a problem. Many foreign students think that the pre-test class in Beijing is better, so they go to Beijing to attend the pre-test class. If so, their cultural studies are in their hometown and their professional courses are in Beijing, which is difficult to coordinate. Therefore, they will be more cautious about the choice of pre-test classes.

M: There are many foreign students, which is also a common problem. You can choose some pre-test classes that can provide cultural education themselves. Because some classes have the conditions to cooperate with some middle schools in Beijing, it may be more comprehensive to choose this way. If there is no such course, it is necessary to arrange the study of culture class. It is very hard. When I go back, I have to make up the culture class. If the professional class is broken, it will be troublesome.

Reporter: There is also the question of pre-test funds.

M: This major is also quite expensive.

Reporter: At present, some candidates apply for further study in many art colleges all over the country every year. What problems do you think candidates should pay attention to when choosing institutions, and how to apply for institutions reasonably?

M: Of course, if it is reasonable, it is the most reasonable to apply for your favorite institution. Candidates should have a basic understanding of the institutions they apply for, such as the characteristics of the school, the ranking of the school, and the professional situation. Objectively speaking, candidates should measure and judge which school they are most suitable for according to their professional foundation and ability, the ability of cultural courses and the admission standards of different schools. In fact, every school has standards. For example, our school should have excellent cultural courses and professional courses. You are confident to apply again. Otherwise, you hope to be admitted, but it is not realistic, because there are very few people recruited, so you should add up the two aspects to rank. According to the past situation, the cultural course should be about 500 points, the minimum should be 470 points, and the major should be very high. We certainly hope that everyone can be admitted to our school, and we also hope that candidates can be admitted to their ideal school. It's not a question of who is tall or who is low. The characteristics of each school are different, as are the training objectives, teaching staff and discipline construction. Of course, we must have the psychological preparation and desire to apply for the best school, and at the same time objectively judge the strength of other candidates, and objectively choose the school according to the existing foundation, ability and interest. In short, there are two goals: to enter an ideal school and a better art university.