What are the rules of formal beauty of plane composition in advertising design and production?

If the connotation center of aesthetics is harmony, then the law of symmetry derived from it is the core of the law of formal beauty. Many laws of plane composition in art design, such as repetition and emission, coherence and repetition, contrast and harmony, rhythm and prosody, are inseparable from a core issue, namely "symmetry law". Symmetry, in a narrow sense, refers to a balanced form with the same shape, quantity and structure, but in a broad sense, it should be understood as the change and unity of balance, and the resulting visual forms and laws such as continuity and apperception. First, harmony and symmetry will generally form harmony, but the feeling of harmony is not necessarily caused by harmony. In order to further explore the core of the formal beauty law of art design-symmetry, it is necessary to discuss the aesthetic connotation center of harmony first. Harmony is coordination, which is the unity of things under the interaction of many contradictory factors. The harmonious feeling of human beings is unified with the harmonious law of nature, which is the reasonable operation law of nature. Artistic designers extract natural and harmonious elements and organize them into various formal rules with points, lines and surfaces to realize their own design intentions. Therefore, the beauty of harmony not only conforms to the objective law, but also can be used to create the beauty in our minds. In the 6th century BC, the Pythagorean school, founded by the ancient Greek philosopher and mathematician Pythagoras, used mathematics to study music and pointed out the beauty of the proportion between the length of strings and timbre. They noticed that many natural objects, such as plants, animals and even human beings, have a harmonious law, and summed up the proportion of this harmonious state, that is, "Huang Jinlv", whose ratio is 1: 1.6 18, also known as the golden section. The most typical buildings in Europe are the Parthenon in Athens, Greece and Notre Dame de Paris, France, and their buildings conform to this law in whole and in part. Although this comparative law was not summed up by China people, our ancestors unconsciously embodied the formal law of "Huang Jinlv" in architecture and other design. It should be said that from ancient Greece to today, this proportion fully shows its value in plastic arts. Why on earth is this? According to research, when people see this proportion of objects, their psychological rhythm is harmonious and their mood is happy. Because he found the right distance between two things. As a human aesthetic measure, this proportion is naturally linked with psychological feelings. Things are like this, so are people. The so-called "golden mean" means "just right", not simple impartiality. The Analects of Confucius? 6? 1 Yongye has a cloud: "The golden mean is also a virtue, even!" The summary of peace: "Courage, constancy, neutralization and total energy." That is to say. People's aesthetic psychology is in harmony with the laws of nature, so from the perspective of the plane composition of art design, geometry is a summary of this law and an abstract induction of objective things, and all the laws of beauty contained in it are inseparable from a central law-harmony, which is the origin of the law of harmony. Let's talk about the laws of formal beauty such as symmetry derived from the law of harmony. 2. Symmetry So what exactly is "symmetry"? Why is it the core of the law of formal beauty? This must start from the origin. The concept of symmetry is very broad, which was originally a concept in daily life. For example, when people display items, they are always used to balanced display, which is the law of human behavior. For another example, the distribution of human facial organs on the left and right sides is the same, which is a law formed in the process of evolution. With the application of this concept in various disciplines, this definition is gradually rigorous, and the focus is also different. For example, in mathematics, it means symmetrical transformation. When studying the symmetry properties of crystals in physics and geology, there are concepts such as symmetry center, symmetry axis and symmetry type. In art design, the concept of symmetry is summarized from the law of formal beauty. Visually speaking, it is uniform beauty; Psychologically speaking, it is the beauty of coordination, and other laws of formal beauty are related to it. Fundamentally speaking, the law of symmetry is compatible with human production and life. Since human beings made tools and articles in childhood, they gradually felt that the formation of symmetry should meet the requirements of life and productive labor, making people feel convenient and comfortable, and naturally they will have a long-term good feeling about it. Gross said in "The Origin of Art": "The original meaning of polishing an instrument is often more practical and convenient than aesthetic value. Asymmetric weapons are always not as accurate as symmetrical ones, and polished arrows or gun heads are definitely easier to penetrate than those that have not been polished. " Gross spoke brilliantly about human aesthetics and labor. Why do people prefer symmetry? This is caused by long-term life experience. The symmetrical consciousness of primitive human beings in painted pottery patterns and object modeling proves that this law has penetrated into human brain and is not consciously applied to the expression of life attitude. Its origin was originally produced for the convenience and rationality of use, but only later, especially the appearance of geometric consciousness, did it form the aesthetic basis of artistic creation. The law of symmetry is the basic factor that constitutes geometric patterns, while the other laws of formal beauty are its combination, intersection and change. It is the oldest in origin and the most basic in composition, so it is the core of the law of formal beauty. As plekhanov wrote in his On Art? 6? As pointed out in the letter 1 no address, people's inherent sense of symmetry is developed from these styles. As can be seen from the following situation, barbarians pay more attention to horizontal symmetry than vertical symmetry in their decorative arts. Utensils and appliances often need symmetrical forms just because of their nature and use. According to Gross, if the Australian barbarian who decorated his shield knew the meaning of symmetry, just like the man who built the highly civilized Parthenon, then obviously, the feeling of symmetry didn't explain anything at all in the history of art, but gave people the ability, and the practice and practical application of this ability was determined by the development process of his culture. In order to further illustrate the broad significance of the law of symmetry, let's talk about several forms of the law of symmetry: 1, which is completely symmetrical, that is, "homogeneous symmetry", which is completely isomorphic, with the same number and structure, such as the veranda columns of buildings, the arrangement of nave in the traditional living room of China, the crystallization of snowflakes in natural objects and some symmetrical balance factors in food, clothing, housing and transportation. Complete symmetry can make the visual effect stable and produce a solemn and quiet aesthetic experience, which is the most primitive component. If not handled properly, it is easy to have a rigid, monotonous and lifeless feeling. 2. Approximate symmetry, that is, symmetrical figures with incomplete isomorphism, the same number and slight changes in local structure, such as traditional couplets, door gods and stone lions in front of doors. The content of the door couplet is different, the image of the door god is different, and the stone lion is divided into male and female. This small change of symmetry, balance and unity with local differences can feel rich changes from stable uniformity. 3. Anti-symmetry, although isomorphic and quantitative, but in opposite directions, such as Taiji diagram, which is a symmetrical and balanced form of two-phase inversion and balanced mutual movement. This kind of symmetry contrasts strongly, tends to be static and dynamic, and is full of tension. With the constant change and application of the core of symmetrical graphics, rhythm is produced in the composition of seeking balance in asymmetry, which evolves and combines into repetitive laws in diversity and unity, thus producing rhythm and rhythm, thus producing the beauty of continuity. The beauty of continuity embodies the harmonious combination of rhythm and rhythm. In music, rhythm refers to the alternation of the length or strength of the beat, which is called rhythm. Rhythm is the backbone of melody and the basic element of music structure. Melody is an extension on the basis of rhythm, which is repeated and repeated. It is a melody line formed by different tones, which embodies a mode feature and expresses the meaning of music. In graphic design, the expression of rhythm and melody is reflected by the relationship between repetition, black and white, size, reality, strength and primary and secondary, which is the change in unity, the continuation in change, the repetition and regression in continuation, and the unity and variation in regression. The fundamental factor of this change is the law of symmetry. The continuous beauty of this change is embodied in the artistic creation of human beings at all times and at all times, and constitutes our design world. Such as Neolithic painted pottery, Shang and Zhou bronzes, Han dynasty stone reliefs, ancient buildings, furniture, grotto decoration and so on. , all reflect the law of formation. From symmetry to continuity, there will eventually be a feeling-apperception. Specifically, when a figure extends up and down or left and right repeatedly in a continuous way, when we see this figure, no matter where the viewpoint moves, what appears in our field of vision will be a coherent whole feeling, which is coordinated and unified. For example, the two-way continuity and four-way continuity in the pattern form are the soil that produces this law, and the visual experience of the fusion of this pattern and contour is apperception. The application of this rule is not uncommon in China's ancient decorative arts, such as the "diamond pattern" pottery box of Yangshao culture. According to the test, the diamond pattern here evolved from the fish pattern, and there is no trace of fish in the decorative pattern of this pottery box. What we see is the continuous apperception produced by the triangle of black and white contrast in the plane square, which is configured as a unit and continues alternately. This law of visual harmony contains many laws of formal beauty, which is rich in content and convincing.