Complete works of visual communication design details

Visual communication design is an active behavior to spread something through visual forms. Most or part of it depends on vision, which is expressed by two-dimensional images such as logo, typesetting, painting, graphic design, illustration, color and electronic equipment. In the process of visual communication design, we found a phenomenon: spreading, educating and persuading the audience's images, using words will have greater influence. It means: a process of conveying certain information to the conveyed object through the visual art form with a certain purpose as the guide, and influencing the conveyed object. The so-called "visual symbols", as the name implies, refer to human visual organs-symbols that can express certain attributes of things, such as photography, television, movies, plastic arts, architecture, various design products, urban architecture, various sciences and people, including stage design, music, heraldic, ancient coins, etc., all of which are visible to the eyes and belong to visual symbols. The so-called "communication" refers to the process in which the information sender uses symbols to transmit information to the receiver. It can be communication within individuals or between individuals, such as communication between all living things, between man and nature, between man and environment, and between man and body. It includes four procedures: who, what, to whom, effect and influence.

Example 1: design: architecture, industrial products.

Example 2: Publicity: corporate image promotion, commercial advertisements, etc.

In China and many countries in the world, the word visual communication design is equivalent to graphic design, and it is also a discipline in the direction of graphic design, which is wider than graphic design in the division of university majors. Designers of visual communication design are generally called graphic designers, which are different from industrial designers, fashion designers, web designers and IT workers.

Basic introduction of Chinese name: visual communication design mbth: visual communication design media: photography, television, film and plastic arts. Main elements: professional origin, professional connotation, core courses, design and drawing, development history, main features, fields, significance, logo design, packaging design, font design, image design, book design, advertising design, image recognition, and technical terms of characters, illustrations and signs. Related books, self-taught subjects, professional courses, training objectives and professional origins Many people think that artistic design (visual communication) is "graphic design" and "graphic design". Although visual communication design originated from "graphic design" or "printing art design", with the gradual expansion of modern design, digital technology has penetrated into all fields of visual communication design, and multimedia technology has increasingly influenced and participated in art and design. Before 20 12, there was no name of visual communication design in the catalogue of art majors, and people saw more artistic design. With the rapid development of science and technology, the content of design performance can no longer cover some new information media, so visual communication design came into being. The 20 12 new edition of the Professional Catalogue has adjusted some majors, and the art design majors are subdivided into visual communication design, environmental design, product design and other majors. Visual communication design rose earlier in foreign countries, and some universities in China also set up this major very early. From the name point of view, this professional name is more scientific and rigorous, which contains the trend of future design. Professional connotation visual communication design refers to the process of analyzing and summarizing information according to specific design purposes through basic elements such as words, graphics, colors and shapes, and carrying out design creation, which is the process of conveying visual information to customers and influencing them. Simply put, visual communication design is the design that is conveyed to the audience through visual media performance. It is "the design of showing, the design of informing". Generally speaking, visual communication can be summarized into four procedures: who, what, to whom, effect and influence. In our life, visual communication design involves many fields, such as television, movies, architecture, plastic arts, various design products, as well as various icons, stages, text design and so on. He Jie, a professor at Tsinghua University Academy of Fine Arts, believes that since the 20th century, the emergence of digital media has brought about a qualitative change in the social environment, and the era of static media can no longer fully meet the needs of the new century. Visual design has gradually surpassed the original category and moved towards a wider and wider field. Network technology, digital art design, digital film and television, multimedia advertising short films and so on have successively entered the historical stage. People expect visual communication design to show its magical functions and meet the needs of all aspects under the unprecedented development of new spirit, new art, new tools, new space and new media. The main courses of visual communication design major are: design foundation, brand design, advertising design, packaging design, layout design and so on. The curriculum of each school is different according to the training direction and teaching characteristics. For example, the core course of visual communication design major in Zhejiang University is mainly divided into three parts: 1. Basic training course of visual elements. Such as graphic language, color language and creative morphology; Second, the graphic design course. Such as brand design, packaging design, book binding and layout design; Third, multimedia and comprehensive design courses. Such as interactive design, image design, animation design, display design, etc. Pay attention to cultivating students' keen perception and creativity of visual elements such as graphics, colors and words, cultivate students' comprehensive expression ability in graphic design by using visual elements, highlight the application of multimedia technology in visual design, and emphasize the cross-integration of technology and visual design. As the name implies, visual communication design is to convey all kinds of information to people mainly through vision. The designer is the sender of information, and the object of communication is the receiver of information. Visual communication includes two basic concepts: "visual symbol" and "communication". Therefore, the main elements of visual communication design are words, illustrations and signs, which are the most important elements in visual communication design, which determines that the main function of visual communication design is to convey what the designer wants to express to everyone who accepts this information through these three elements, and its main function is to convey. Visual communication design involves many fields, such as various advertisements on TV and roadside signs. All belong to the field of visual communication design, but in design science, visual communication design has been divided, mainly including: visual communication book design 1, font design, like making some personalized signatures beautiful now, which belongs to the scope of font design; 2. Display design, such as the arrangement and position of each item in the exhibit; 3, packaging design, almost can be seen in daily life, the packaging outside the newly bought unopened items is packaging design; 4, LOGO design, that is, each company has its own LOGO, and the design of this logo is logo design; There is also layout design and illustration design. 5. Poster design, also known as poster design, is posted in the public environment to enhance the effectiveness of visual communication through the creative expression of graphics, words and colors, mainly including: commercial posters, public welfare posters and cultural posters. It is one of the main forms of visual communication design. The term "visual communication design for developing history" was popular at the World Design Congress held in Tokyo, Japan in 1960. Its contents include newspapers, magazines, posters and other printed promotional materials, as well as the design of films, television, electronic billboards and other media. The expressive design that conveys relevant contents to the eyes for modeling is collectively called visual communication design. In short, visual communication design is "a design to show and inform people". From the development of visual communication design, it is largely the expansion and extension of graphic design (also translated as "graphic design" and "graphic design") that rose in Europe and America in the middle of19th century. With the rapid development of science and technology, various technologies based on radio waves and the Internet have developed rapidly, bringing revolutionary visual experience to people. In today's rapidly changing information society, the influence of these media is becoming more and more important. The content of design performance can no longer cover some new information media, so visual communication design came into being. The major of visual communication started late in China, but it developed rapidly. With the rapid development of China's economy, it has created a huge economic market for China, and also brought infinite business opportunities to the field of design art. Art colleges have added new majors on the basis of the original design disciplines, and a series of professional art colleges such as Shandong Art College and Shandong Institute of Arts and Crafts have also set up visual communication art majors, and the number of students has greatly expanded. The traditional visual communication design specialty can no longer meet the market demand under the new situation. We should study and adjust the specialty construction and development direction in time, further clarify the professional training objectives, improve the curriculum construction and teaching mode, strengthen the construction of teaching software and hardware, and cultivate more and better new visual communication design talents for the society. Main features Visual communication design is a design that is expressed and communicated to the audience through visual media, which embodies the characteristics of the times and rich connotations of design. With the progress of science and technology, the emergence of new energy and the development and application of product materials, its field has been expanding and intersecting with other fields, and gradually formed a new design field associated with and cooperating with other visual media. Its contents include: printing design, book design, exhibition design, image design and visual environment design (that is, the logo of public living space and the color design of public environment). Visual communication design is mostly graphic design with printed matter as the medium, also known as decorative design. From the perspective of development, visual communication design is a scientific and rigorous concept name, which contains the trend of future design. From the analysis of the current design situation, the main content of its visual communication design is still what graphic design professionals commonly call "graphic design". There is not much difference between "visual communication design" and "graphic design" in the design category at this stage, and there is no contradiction and opposition in the distinction and unification of "visual communication design" and "graphic design" in the conceptual category. Visual communication design is an art serving modern business, which mainly includes logo design, advertising design, packaging design, environment design inside and outside the store, corporate image design and so on. Because these designs are communicated to consumers through visual images, they are called "visual communication design", which plays a bridge role between enterprises, commodities and consumers. Visual communication design is an artistic creation with characters, graphics and colors as the basic elements. It affects people's feelings and concepts with its unique artistic charm in the field of spiritual culture and plays a very important role in people's daily life. Domain (1) Font design visual communication design (2) logo design (3) illustration design (4) layout design (5) advertising design (6) packaging design (7) display design These are the main areas of visual communication. Logo design can get a lot of information, which greatly affects one's life concept and lifestyle. It is divided into political, public welfare, cultural and commercial categories. Packaging design is the medium of products and consumers, which plays the role of protecting commodities, introducing commodities, beautifying commodities, guiding consumption, and facilitating storage, transportation, sales and measurement. In order to effectively convey the specific information of the enterprise, font design carries out certain artistic treatment on the strokes, structure, shape, color and arrangement of the characters, forming a distinctive personality, which makes people easy to identify and remember. Image design is a symbol that uses specific graphics to symbolize or represent a country, institution, group, enterprise or product. Concise, intuitive and easy to identify. Book design artistically designs the cover and typesetting of books to improve readers' interest in reading and deepen their understanding of ideas, culture and knowledge. Advertising design, a variety of manual or computer painting methods or image technology, as well as the use of composite methods of creative image design, ingenious ideas, unique performance. Image recognition refers to the use of visual design means, through the modeling of signs and specific colors and other means of expression, so that the business philosophy, behavior philosophy, management characteristics, product packaging style, marketing principles and strategies of enterprises form an overall image. From the development course of visual communication design, it is to a great extent the expansion and extension of graphic design (also translated as "graphic design" and "graphic design") that rose in Europe and America in the middle of19th century. With the rapid development of science and technology, various technologies based on radio waves and the Internet have developed rapidly, bringing revolutionary visual experience to people. In today's rapidly changing information society, the influence of these media is becoming more and more important. The content of design performance can no longer cover some new information media, so visual communication design came into being. Visual communication design is the basic element of art serving modern business. The elements of visual communication design can be summarized as three basic elements: text, graphics and color. Character is a picture form of people's thoughts and feelings, and it is a visual symbol to record language information. Characters evolved into hieroglyphics: expressing ideas and recording facts with paintings; Ideographic characters and phonography: both of them have abstract meanings in form and are formed according to certain rules; Traditional fonts: there are often serif, from which we can see the traces of tools used to carve fonts; Transitional fonts: although most of them also have serif, the contrast between thickness and font is not obvious; Modern fonts: more clear and concise, completely removed serif, lines are not thick or thin; Future digital writing: it will be more flexible and free, making all writing attempts possible. Text design From the visual point of view, any form of text has graphic significance. Character design is not only the design of font modeling, but also the artistic treatment based on text content, which makes it show rich artistic connotation and emotional temperament. The main content of character design: study the rational structure of fonts, the organic relationship between fonts and the arrangement of characters. Character design classification: plane character design, three-dimensional character design and dynamic character design. Arrange that "the general form of nature is the law" and "this law is also the basis of the beauty of artistic form". -Engels People generalize the formal characteristics of natural beauty as the law of formal beauty, which includes unity of change, symmetrical response, repetition of regulations, rhythm, contrast and harmony; Visual communication design works are "the most inevitable and ultimate form" after organizing some constituent elements with specific attributes. Conceptual arrangement of 1. arrangement-Based on the main ideas conveyed, scientifically arrange and organize various visual elements, so as to make the structure of each component balanced and coordinated. The arrangement of various elements of visual communication design is to achieve a seamless effect on the basis of highlighting key points. From beginning to end, the arrangement should grasp people's sight, take "instant attention" as the goal, make the proportion appropriate and clear, make the visual focus in the best field of vision, and make the viewer feel the visual penetration of the main image instantly. 2. People's visual process "visual process"-when people observe or read, their eyes have a habit of flowing naturally. Generally speaking, it is from left to right, from top to bottom and from left to right. In the process of flowing, people's visual attention will gradually weaken. People's perfect angle-generally in the upper left corner and middle upper part of the picture, the upper part of the picture accounts for one third of the whole area, which is the most eye-catching. The ideal visual process conforms to the logical order of human cognitive thinking development, which is natural and reasonable. In layout design, we should also make communication elements flow according to human visual process as much as possible according to human visual physiological characteristics, and we can use the rhythm generated between visual elements to enhance the interest of reading. 3. Forms and methods of layout design With the development of visual communication design, the concept of layout is not limited to two-dimensional space, and the layout of spatial visual elements and dynamic visual elements has been paid more and more attention. (1) Graphic layout includes the layout of books, newspapers and magazines, as well as the main elements of some advertisements and display boards: words, graphics and colors. (2) Spatial layout design-The arrangement and organization of visual elements in three-dimensional space includes: display design, indication system design, etc. (3) Dynamic layout design Dynamic layout design-the layout of multimedia animation, which arranges static graphics or characters to make them produce or change their own movements with the change of time, thus producing new motion characteristics. The related books "Visual Communication Design" and "Full Course of American Visual Communication" are self-taught courses. Such as sketch techniques, color painting, composing art font design (plane, color, three-dimensional), illustration art design, brief history of China arts and crafts, packaging and decoration design, printing technology, plane advertising design, POP and MD advertising design, logo design, institutional image design (VI), commodity photography, computer-aided plane design and other art introduction, modern design history, exhibition design, series book binding design and series invitation design. Introduction to visual communication design, layout design, advertising creativity and design, creative web design, film and television advertising/copy and script, print advertising design, institutional image design (6). Training objectives: to train professionals in visual communication design, to meet the needs of market economy, to serve modernization, to be morally, intellectually and physically healthy, and to be able to engage in creative planning, design and production of plane visual communication in decoration and packaging design enterprises, professional advertising design studios, large advertising planning and design enterprises and planning departments of enterprises and institutions.