Graphic advertising design thesis opening report

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Graphic Advertising Design Thesis Opening Report

Title: The Multiple Effects of White Space in Graphic Advertising Design

I. The Source and Significance of the Subject

(a) The source of the subject

In the graphic advertisement design, a variety of graphic symbols often appear as the carriers of the imagery, in order to express the inner specific meanings and information. In addition to some common forms of imagery such as figurative, there is a special type of imagery, that is, "white space" imagery. White space can be regarded as a special form of imagery expression, drawing on the special expression method of "white space" in traditional Chinese painting, using white space to create relevant imagery. If the designer introduces this treatment into the graphic advertisement design, it can better enhance and strengthen the communication effect of the work, strengthen the style and interest of the work, enhance the meaning and form of the work, and make the graphic advertisement work get the best picture performance effect. As a graduate of the graphic design class, I found that the use of white space in the design can convey richer meaning and information, so as to obtain a better design effect.

(2), the research significance of the subject

1, "white space" does not mean no, it is an indispensable part of the layout design. The art of white space has an important value in graphic advertisement design, and it also means a new challenge in advertisement design. It gets rid of the boundaries of graphic language and text, and replaces the aesthetic value of "yes" with "no". In the seemingly blank place to show the infinite meaning of "yes". This "virtual" approach, not only to show the work concisely, but also to make the design to achieve the purpose of less than more.

2, in the design, in the picture insert the appropriate blank, can play a buffer role, reduce visual fatigue, to meet the psychological needs of people. Especially in today's modern pace of life accelerated by a variety of, a variety of information surrounded. It is easy to produce visual and psychological fatigue. Appropriate leave "blank", is conducive to strengthening the viewer's feelings, evoke people's emotional **** Ming, and get visual ease.

3, graphic advertising design is to convey information for the purpose of direct expression often appears monotonous and tasteless, the mood is the designer in the creation of the artistic effect of the diligently sought, through the white to get the imagery to strengthen the works of the tone of interest can better highlight the picture of the virtual and real. Only works with far-reaching mood is contagious, to attract people's imagination, fascinating, in order to make the viewer produce spiritual **** song.

Second, the subject of domestic and international development

(a) domestic development

Chinese traditional art is not like the Western aesthetics, too much attention to rational cognition and reasoning, but more of a sensual way to understand the natural flavor of life. As early as in ancient China, many painters can be left white skillfully used in their own creations, the technique of white has become a very traditional Chinese influence of a special art aesthetic psychology, with a subtle and unique aesthetic realm, and ultimately become an important means of modern art. For example, Qi Baishi painted shrimp, several transparent and lively shrimp around a large blank, not painted water, but people feel that the blank space around are water. With less than more, from the other, simple and concise, one for ten, is the so-called power of blank. We can introduce the art of white space into graphic design, study its use in graphic design, we can create better graphic design works. In the design works of the famous Hong Kong graphic designer KAN Tai-keung, "Crossing the Middle East and the West", for example, a lot of black and white white is used on the screen, and it is the use of these white spaces that creates the emotional intent of the traditional Chinese aesthetics, reflecting our country's profound traditional culture as well as the historical impression. From this point of view, from the Chinese traditional art in the refinement of the "blank" this form of artistic expression of modern design has a certain reference role is indisputable.

(B) foreign development

The United States "Time" weekly is a typical skillful use of blank. The title of the weekly magazine is simple "TIME", to high-profile close-up photographs, mainly in the center, with the echo of the text is placed in the middle of the lower position,? Just with the picture of the light tone of the part of the articulation, while the picture of the dark tone of the surrounding is close to a large blank, as if to leave people a wide space for dreaming. American "Fortune" picture director Mitchell. McNally for "Fortune" design cover why can catch the reader's eye is this answer: "We are very careful in the use of color, generally more black, white, gray-based, the use of other colors also has a limit. We mostly use white, or white-out." Therefore, it is not necessarily the more colors used, the better, in today's graphic advertising design, should be as little as possible with less color to show a more perfect artistic effect, the reasonable use of the art of white space is very important to improve the taste of the design, and better able to show the charm of the graphic advertising design.

Third, the subject of the research objectives and content

(a) Research objectives

White space can be regarded as a special form of imagery expression, drawing on the special expression of "white space" in the traditional Chinese art of painting, the use of white space to create the relevant imagery. Let the traditional art of white space and the theory of graphic advertising design combined to form a unique design imagery, so that designers in the graphic advertising design to better use the art of white space expression.

(B) Research content

1, "white space" can enrich the composition of the graphic advertising design form

(1) China's ancient painting theory says: "sparse can walk horses, dense and impermeable." That is to say, in the layout of the sparse and dense go a little extreme. The dense is dense, the sparse is sparse, the isolation is isolated, in order to strengthen the audience's certain feelings, to create their own style. Painters pay great attention to the "white", in order to form a special form of picture mood with the handling of the real and the imaginary.

(2) Most of today's advertising design is relatively "dense" composition, no sense of space, seems very depressing. The composition is the basis of painting, is also the basis of advertising design. The success or otherwise of advertising composition directly affects the visual communication of advertising, different advertising composition style reflects a different advertising atmosphere; unique and creative composition can produce unexpected advertising effects. White space gives people a sense of ease, the biggest role is to attract attention. In advertising design, cleverly leave white, the beauty of the blank, is to better set off the theme, focus on the line of sight and cause the layout of the space level.

(3) The blank space in the layout is similar to the real space in the building, the real shape, the virtual shape is a contradiction in two aspects, they are equally important. In a layout, can not only see the graphics, word group without focusing on the blank; can not only see the strokes of the font, while ignoring the empty space between the strokes. It is because of the blank set off, which makes the visual can be focused. We can divide the two-dimensional space in the print advertising works into real space and virtual space. The real space refers to the part of the space occupied by the visual elements of each entity in the picture, and the virtual space refers to the rest of the space. Virtual space refers to the "white space" part of the space.

2, "white space" can enhance the information conveyed by the graphic advertising design

(1) graphic advertising design to convey information as the main goal. Design works often need to attract the attention of the audience in a short period of time to give people a deep impression. Relying only on direct expression often seems monotonous and boring, and the meaning of the imagery is difficult to exhaust, so the appropriate use of "virtual" and "real" contrast can achieve a very good communication effect. That is to say, designers can better realize the purpose of communication through special performance treatment of the picture. Practice has shown that the picture through the white to get the imagery to strengthen the works of style and interest to enhance the attractiveness of the print ads is one of the design of the tried-and-true tool.

(2) designers in the work by carefully creating a white space to generate a subtle imagery to convey a specific advertising theme content, due to this treatment can play a special picture effect, making the work more likely to attract the audience's point of view, stirring up to listen to their strong curiosity, and step by step to guide the audience to grasp and accept the picture to convey a variety of information connotation, so that the information communication effect of graphic advertising works can make the The information conveying effect of graphic advertising works can be gradually enhanced and strengthened.

3, "white space" can enhance the cultural connotation of advertising design

(1) excellent advertising design not only establishes a deep connection with human emotions, but also extends the other interests, these interests can not be called emotions, but can evoke positive psychological feelings in the viewer, through the white space image processing techniques can better infect the public. Processing techniques can better infect the public, arousing people's emotional **** Ming, so that they feel the works of style and interest at the same time inadvertently grasp the theme of the connotation.

(2) through the white to get imagery to strengthen the tone of the work of interest to enhance the attractiveness of the print ads and can be better and richer to enhance the cultural connotation of the design work. So that the picture obtained a "silent at this time is better than sound" effect, but also to make the picture into a strong implication of beauty, not only clear and clear communication of the theme of the content also strengthens the art of the picture, to the audience visual and psychological enjoyment of a kind of beauty.

Fourth, the subject of methods and means

This thesis adopts the theory and practice, literature collection and field research, comparison of cases and other research methods. Step by step to summarize and summarize the multiple effects of white space in graphic advertising design, using various forms of techniques. To inspire the imagination of the readers. Thus concluded that the use of the art of white space can make designers and readers better according to their own creative ideas to create better graphic works.

Fifth, the progress of the subject of the arrangement

(a) 20xx xx month xx - 20xx xx month xx: to collect information and think about the topic of the paper;

(b) 20xx xx month xx - 20xx xx month xx: to determine the topic of the paper;

(c) 20xx xx month xx - 20xx xx year xx month xx: fill in the "Opening Report" and "Planning Process" form;

(IV) xx month xx, 20xx-20xx: complete the first draft of the thesis;

(V) xx month xx, 20xx-20xx: mid-term examination of the thesis and fill in the "Mid-term Report";

(VI) 20xx, xx, xx - 20xx, xx, xx, xx, xx: finalize the thesis and form a complete text;

(vii) 20xx, xx, xx - 20xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx, xx: graduation Thesis defense.

Six, the feasibility of the subject of research analysis

(a) modern society, graphic design in people's minds occupy most of the position, all the time to deal with people, the use of "white space" art in graphic advertisement design, blank is not only the need for the content of the subject matter, but also the use of "white space" in the design. "Blank" of the invisible power and silent beauty can create the mood, so that the work has a far-reaching mood, to be infectious, to be fascinating, in order to enable the viewer to produce spiritual **** song.

(ii) Through the school's library, consult relevant books and collect important information. And through the Internet, find relevant information on creating white space in print advertising design, study and summarize. To provide important information for future researchers to give reference and learn from

VII. Specific References

[1] Zhu Ying, Zhang Bao, Xu Kaiming. Blank art in print advertisement design[J]. Electronic Journal, 2007,4:182-184.

[2]Wang Shouzhi. History of World Graphic Design [M], Beijing: China Youth Press, 2002:95.

[3]Yin Dingbang. Introduction to design [M]. Changsha: Hunan Science and Technology Press, 2009:38-41.

[4]Ma Tieli. The Charm of "Blank, Void and Reality" in Chinese Painting Art[J],Journal of Linyi Teachers College, 2003,4:77-79.

[5]William. Hogarth's analysis of beauty [D] China Academy of Fine Arts Press, 1984.12

[6](US) Kostelnik. Roberts. Visual language design: strategies for professional communicators. [M] Translated by Zhou Yong. Beijing: Renmin University of China Press, 2005.06.01

[7] Duan Yongzhi. Blank: the window to the beauty of art[J],Journal of Zhaoduida Meng Nation Teachers College, 2003:89

[8]Feng Ke. Discussion on the artistic value of "blank" in visual communication design[J]. Journal of Pingdingshan Institute of Technology, 2005,3:1-3.

[9]Ma Benhe. Artistic Gaps and Generation of Aesthetic Context[J],Mei Yuan, 2009,(3):91-92.

[10]Wang Zhan, Tian Zhongyang. Modern advertising design concept and method [M]. Changsha: Hunan Normal University Press, 2008:233-235.