How to find the insertion of teaching courseware

Illustration Sichuan Normal University Academy of Fine Arts Speaker: Yuan? Illustration? Teaching purpose 1: Understand the history and concept, changes and development, application fields and forms of illustration 2: Through study, I can have certain graphic expression and design ability, express various design effects with rich design expression languages, and better serve professional design. ? Illustration? Teaching Chapter I Definition, History, New Concept, New Value II, Value and Function of Illustration Design III, Form Category IV, Design Criteria V, Art Form VI of Modern Illustration Chapter I Overview of 20 Creative Expression Rules of Professional Designers 1, Definition of Illustration: Also known as "Illustration", refers to pictures inserted in books and periodicals. This is a narrow explanation. In English-Chinese dictionaries, examples, illustrations, charts, illustrations and other meanings visualize thoughts and feelings with concrete images, clearly express the broader connotation of illustrations, and become an effective means and artistic form to express a certain meaning, explain something and describe a certain artistic conception. The first chapter summarizes the differences between illustration and illustration:? Illustration is a picture drawn by hand according to the needs of words, which mainly plays the role of showing content, setting off atmosphere, decorating layout and explaining in articles. ? The connotation of illustration is much broader, including illustration. In short, as long as it is a graphic form that appears at the same time as the text and is interspersed in the printed media, it can be called illustration. The meaning of modern illustration has changed from the concept of book illustration in a narrow sense to the concept of illustration in a broad sense, that is, the drawing part of words, including painting illustrations, photos, charts and abstract graphic symbols, are collectively called illustrations. The first chapter is an overview? 2. The process of illustration The earliest illustration in the history of illustration in China developed from "appearance" and "full picture". (According to records, there is a form in the novels of Song people, which is called "appearance"; In the old thread-bound popular novels, if the picture of every main story is in front, it is called "full picture", also called "Hui Hui picture". The first chapter summarizes that the earliest illustrations in China appeared in the form of prints. With the introduction of Buddhist culture, the teachings were publicized by "change" in the scriptures. Buddhist painting terminology. Buddhist stories expressed in paintings or sculptures. ) give examples of scripture. The earliest illustration was the Diamond Sutra, which was found in Cave 17 of Dunhuang in 1900 during the Xian Tong period of the Tang Dynasty (Park 868). The first chapter of the Great Rani Sutra and the King Kong Prajna Sutra summarizes that China's illustrations have been used in almanacs and books since the Five Dynasties and Ten Kingdoms. During the Song and Yuan Dynasties, people's demand for popular books increased day by day, and a large number of books were printed and published. During this period, scripts, opera illustrations and prints appeared. Posting pictures appeared in Song Dynasty, which may be the predecessor of New Year pictures. The first chapter summarizes that during the Ming and Qing Dynasties, with the prosperity of novels, legends and operas, the art of woodcut New Year pictures and illustrations in China reached its peak. In Ming and Qing novels, those who only draw characters in books are called "Xiu Xiang". Chen Hongshou's Nine Songs, The West Chamber and Water Margin in Ming Dynasty. The first chapter is an overview? The earliest commercial illustrations in the Northern Song Dynasty. The first chapter is an overview? Gu Kaizhi, a great painter in the Jin Dynasty, wrote History of Women, Luoshen and Biography of Women. The first chapter summarizes that European illustrations were first used in religious books. The peak of advertising posters in Europe was in the 1990s from 65438 to 2009. Picasso and Matisse both participated in the production of posters. The first chapter is an overview? 3. The new concept and new value of illustration In today's increasingly developed commodity economy, illustration has found a broader living space from the mother book, and richer illustration carriers are constantly emerging. These carriers play an important role in the field of commodity circulation, and illustrations also serve commercial activities more effectively. Illustrations are becoming more and more commercialized, and illustrations are increasingly applied to various fields of society. Chapter 1 Overview Chapter 1 Overview Chapter 1 Overview Chapter 1 Overview Chapter 1 Overview Chapter 1 Overview Chapter 1 Overview Chapter 1 Overview Chapter 2 Overview Illustrator Design Value Function? Second, the value function of illustration design 1, the definition of illustration design 2, the functional value of illustration design 3, the application field of illustration design Chapter II Value function of illustration design? 1, the definition of illustration design is different from that of artistic illustration in general. Generally speaking, artistic illustrations have three functions and purposes: first, as a supplement to words; Second, let people get perceptual knowledge (more aesthetic or cultivate sentiment); Third, show the artist's aesthetic concept, performance skills, and even show the artist's world outlook and outlook on life. Chapter III Illustration Design Category Form Commercial Illustration is a commercial sale in which an enterprise or product draws illustrations and obtains related remuneration. The author gives up the ownership of the works and only retains the right of signature. Commercial illustration is a promising industry, which is widely used in advertising, commodity packaging, newspapers, book binding, environmental art space, computer network and other fields. At present, the more popular commercial illustrations in the market are poster illustrations, product packaging illustrations, newspaper illustrations, pop advertising illustrations and so on. The second chapter is the value of illustration design. Illustration design is very functional and deviates from the purpose of visual communication. Pursuing pure art will inevitably weaken the function of illustration design and make it difficult to achieve its goal. The service object of modern commercial illustrations is commodities first. Commercial activities require that the information they carry be conveyed to the audience accurately and clearly, and people are expected to correctly receive and grasp this information and make the audience feel beautiful while taking actions, so it is said to serve commercial activities. Chapter II Value function of illustration design? 2. The functional value of illustration design Its basic appeal function is to convey information to the target audience most clearly and concisely, attract attention, stimulate interest and desire, try to convince them of the information conveyed and the content of illustration, and finally take specific consumption actions. Chapter II Value and Function of Illustration Design Compared with words, Illustration design has unique functional value in the following aspects: (1) Displaying vivid and concrete images of products and services and conveying information intuitively; (2) Induce the interest and potential demand desire of the target consumers, determine the target consumers, conduct tendentious design according to consumers' demand psychology and hobbies, stimulate consumers' consumption motives, and push consumers to widely publicized products or services. Chapter II Value Function of Illustration Design (3) Enhance and enhance the persuasiveness of design works. Illustration design has the ability to express objects in time, giving people a strong sense of reality and credibility. (4) Strengthen the appeal of goods and services through formal beauty, process the objects to be expressed, and endow them with visual enjoyment and interest of formal beauty. Chapter II Value function of illustration design? 3. Illustration design application field 1. Book illustrations beautify books and make up for the lack of written expression. Illustration of magazine books: including the design of front cover and back cover and the illustration of words, which are widely used in all kinds of books. Such as literature books, children's books, science and technology books, etc. This kind of illustration is gradually declining. In the future, it will still exist in a large number of electronic books and newspapers. Children's books-cultivate children's rich emotions and imagination, and use exaggeration, imagination, personification, games, humor and other methods to design. Science and technology-illustrated, leaving a clear and complete visual impression. The second chapter is the value function of illustration design. Commercial design illustrations have a wide range of applications, such as commodity packaging, daily necessities, corporate and brand brochures, film and television media, calendars, greeting cards and so on. The main purpose is to convey business information, shape a good corporate image and guide consumption. The second chapter is the value function of illustration design. Special types of illustrations are between culture and business, such as film and television illustrations, clothing illustrations, cultural advertising illustrations, public service advertising illustrations, sports illustrations and so on. Chapter II Value Function of Illustration Design Chapter III Category Form of Illustration Design? Three. Categories and Forms of Illustration Design 1, Categories of Illustration Design 2, Expressions of Illustration Design Chapter III Types of Illustration Design (1) Poster Advertising Illustrations are also called posters and posters. In the era when advertisements mainly rely on printed media to transmit information, they can be said to be in a dominant position in advertisements. However, with the emergence of film and television media, its application scope has narrowed. Features: Illustrator-centered, artistic and independent commercial posters, displaying commodity information and promoting commodities. The visual image is outstanding, and the graphic elements occupy a dominant position in the picture; The color contrast is strong, which sets off the overall visual atmosphere of the picture; Personalization of graphic language, you can choose personalized graphic language according to the different themes conveyed. Chapter III Illustrator Design Category Form Illustrator Type Illustrator occupies a more important position than copywriting in most advertisements, and it plays an equally important role in the promotion of goods. In some poster advertisements, illustration is even more important than copywriting. The main functions of illustration in advertising include attracting, reading and inducing. Attraction function mainly refers to attracting consumers' attention. Some people in the American advertising industry invented the principle of "reading illustrations is the most labor-saving", that is, reading an advertisement is more labor-saving than not reading it. He assumes that his consumers are psychologically tired of all advertisements and suddenly see them when they don't plan to see them. The wonderful illustrations in the advertisement make the consumer forget that he didn't come to see the advertisement, just like Alice fell into the abyss, but in the abyss, the consumer found the truth and acted according to it. That's how you should make consumers fall and get up with you. The reading function of illustrations mainly refers to quickly and effectively conveying the contents of poster advertisements. The best poster illustrations should be concise. Illustrations that help readers grasp the key points. Some foreign advertising illustrators use Tibetan methods to test the expressive ability of advertising illustrations, that is, to cover up the words and titles of advertisements so that readers can only see the illustrations to see if they can understand the contents of advertisements. Good illustrations often have the power to take effect in three seconds. The inductive function of illustrations refers to grasping the psychological reaction of consumers and attracting the attention of copywriting. A good illustration should be able to link the advertising content with consumers' own reality, and the illustration itself should fascinate and interest consumers. The pictures should be strong enough to make consumers want to know more about the product details, and induce consumers to shift their eyes from illustration to chapter three, chapter three, chapter three, chapter three, chapter three and chapter three, illustration design. It is the most popular, low cost, large circulation, wide spread, fast speed and short production cycle. Newspaper illustration is all illustrations applied to newspaper layout, and it is a special type of commercial illustration. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form (III) Book and magazine illustrations, including front cover and back cover design and text illustrations, are widely used in all kinds of books. Such as literature books, children's books, science and technology books, etc. This kind of illustration is gradually declining. In the future, it will still exist in a large number of electronic books and newspapers. Classification of book illustrations: according to the classification of books, book illustrations can be divided into picture book illustrations, novel illustrations, magazine illustrations, prose illustrations, poetry illustrations, folk illustrations, children's literature illustrations, textbook illustrations and so on. Chapter III Illustration design category forms (3. 1) and picture books Illustration picture books are also called picture books. Its characteristics are: the illustrations in the book have the function of words; Special emphasis is placed on the internal relationship between words and illustrations; Words and pictures play an important role in conveying information together. The third chapter is the form of illustration design (3.2). Illustrations in novels are pictures used to describe a story or a plot in novels, through which readers can deepen their understanding of the contents of novels. Key points of novel illustration creation: 1. Select typical plots. When creating novel illustrations, we should choose those typical, representative and paintable plots to draw. Summarize and refine the content of the wonderful part, and show it in a beautiful and dynamic form. 2. Focus on the psychological state of the characters in the novel. When creating novel illustrations, we should use image language to describe the content and indirectly express people's inner world through tangible graphic language. 3. To express emotion by borrowing things, we should induce readers to associate in a certain direction through the surrounding characters, props and various visual elements in the scene, and rationally use color matching to express the inner feelings of the characters. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form (3.3) Magazine illustration refers to all illustrations applied to magazine layout, which generally includes cover illustration, back cover illustration, single page illustration and text illustration. Features of magazine illustrations: each illustration is not necessarily continuous; Pay attention to details. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form (3.4), Prose and Poetry Illustration Prose and Poetry refer to all the pictures matched in prose and poetry. Features: there are many kinds of this kind and various artistic expressions; Generally speaking, it has a very beautiful realm and artistic conception, reflecting a very rich romantic color. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form (3.5) Folk Illustration Folk Illustration is a picture that reflects folk customs and folkways, and the content conveyed is mainly stories and legends from old people. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form (3.6) Children's Literature Illustration Children's literature belongs to a branch of literature, and its particularity is determined by its special readership. The characteristics of children's literature are: wide subject matter, clear theme and positive significance; The characters are concrete and vivid; Simple and complete structure; The context of the story is clear; The plot is interesting and imaginative; The language is easy to understand and lively. Key points of children's literature illustration creation: 1, illustration is more important than words; 2. Creation should be based on children's psychological and physiological characteristics; 3. The illustration styles of children's literature should be diversified; 4. The color matching of children's literature illustrations should be unique; Chapter III Illustrator Design Category Table Chapter III Illustrator Design Category Table Chapter III Illustrator Design Category Table (3.7). Most of the illustrations in the traditional textbooks are inserted with characters, photos and charts. With the development of digital illustration art, today's textbook illustrations are increasingly diversified, which convey knowledge objectively and accurately, but also have more artistic beauty. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form (IV) Product Packaging Illustration Product packaging makes illustration more widely used. Product packaging design includes three elements: logo, graphics and text. It has two missions: one is to introduce products, and the other is to establish brand image. The most prominent feature is that it is between plane and three-dimensional design. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form? (5) Corporate image publicity materials Illustration Chapter III Illustration design category form? (6) Illustration in other carriers such as film and television media Chapter III Illustration Design Category Form (7) Electronic game illustration and animation illustration The characteristics of electronic game illustration: First, electronic game illustration has its special audience; Secondly, video game illustrations are interactive; In addition, the manifestations of video game illustrations are also diverse. Chapter III Illustrator Design Category Form Chapter III Illustrator Design Category Form Animation Illustrator animation generally plays 24 frames a second, and each frame is actually an illustration. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form (VIII) Graffiti Illustration Graffiti refers to the traces intentionally left by people on public or private facilities (such as walls). Graffiti can be pictures or words. Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design? 2. Form of Illustration Design Chapter III Illustration Design Category Form 1\ Realistic Expression Method The subordinate position of commercial illustration determines that the information it conveys about goods and business activities must be accurate. Because of its popularity and practicality, it is often necessary to express objective things faithfully. Especially in the promotion of product image, realism is widely used. There are two main realistic techniques, one is painting and the other is photography. Sometimes they are independent of each other, and sometimes they penetrate each other. Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design 2\ Surrealism technique enlarges and depicts the key points or parts of the performance object, so as to achieve nuanced effect and be more visually appealing. Combining photographic realism with surrealism, with the help of photography, inkjet printing, computer and other means, we can achieve very "real" visual effects and open up a brand-new visual communication space. The third chapter mainly uses four principles in the ultra-realistic technique of illustration design category form: 1. Move focus. Put objects at different distances on the same plane. 2. Microscopic amplification. Shorten the observation distance and show the wonderful microscopic world. 3. color purification. Improve color contrast and purity, and enhance visual impact with bright colors and strong contrast. 4. Spiritual time and space. Expand the image in two-dimensional, three-dimensional and multi-dimensional space, and win with strange modeling and space-time dislocation. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form 3\ Painting Expression Form Painting Illustration has the author's subjective consciousness, and it has the personality of free expression, whether it is fantasy, exaggeration, humor, emotion or symbol, it can be freely expressed and handled. As an illustrator, you need to digest the content, plot or theme of advertising creativity and have a deep understanding of things in order to create excellent illustrations. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form 4\ Photographic Expression Form Photographic illustration is the most commonly used illustration, because ordinary consumers think that photos are real and can objectively express products. As a poster advertisement, the biggest difference between photographic illustration and general artistic photography is that it tries to express the characteristics of goods and expand the realism of products, while artistic photography tends to weaken some real characteristics of the subject in pursuit of a certain artistic situation. As a poster advertisement, it is best to shoot photographic illustrations with 120 single-lens reflex camera. According to the requirements of different themes, some commonly used lenses should be equipped, such as wide-angle lens, telephoto lens, macro lens and close-up lens. Photographic illustrations of posters generally use color reversal films to ensure the quality of printing and plate making. Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design 5\ Stereo Expression Form Stereo Illustration is a very expressive illustration form applied to poster advertisements. Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design 6 \ Abstract expression is the concept opposite to vivid and intuitive figuration, which means that on the basis of analysis and comparison, the shape is combined with TINT to express the designer's pure spirit and emotion. Try to use the "pure form" of visual language, such as point, line, surface and color. Describing some ideas and concepts with concrete images will solidify and restrict thinking; However, the image of an elephant is not like this. It can express the concepts and vague emotions in ideology, let people give full play to their imagination and obtain the expected communication effect. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Abstract style commercial illustration is relative to realistic style commercial illustration, which generally uses elements such as point, line, surface and color to form a non-concrete picture through free combination. Excellent commercial illustrators can connect abstract visual elements with the intrinsic attributes and personalities of advertising objects through in-depth observation and experience, accurately convey the visual and emotional characteristics of the theme, and then trigger associations through the audience's visual experience, thus expressing the theme more profoundly. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form According to the method of generating abstract graphics, abstract style commercial illustrations can be roughly divided into artificial abstract graphics and occasional abstract graphics. Artificial abstract graphics refers to the careful arrangement and design of points, lines, surfaces and other modeling elements by the creator, creating a unique visual sense of order; According to the formal rules of modeling, the arrangement method combines rhythm, contrast, gradual change, variation and density to create different visual characteristics. Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Chapter III Illustration Design Category Form Occasional abstract graphics are also created and designed by people, but their images are more accidental, so they show the characteristics of freedom, relaxation and nature; There are many ways to create accidental graphics, such as using the characteristics of water, such as adsorption, splashing, blowing away, oil-water repulsion, collage with different materials, kneading, tearing by hand, burning and other natural forms. Chapter III Category Form of Illustration Design Chapter III Category Form of Illustration Design 7\ Decorative style Commercial illustrations with decorative style are widely used because of their strong aesthetic characteristics, emphasizing the planarization and patterning of pictures and rich decoration. When drawing works of this style, illustrators often do not blindly pursue realism, but emphasize the main image characteristics of the things to be expressed with strong subjective and creative language, and generalize, simplify and exaggerate their forms, and create exquisite illustrations by using formal rules such as repetition, contrast and interlude. Chapter III Illustration Design Category Form