Design of Long Posters —— [Design] On Several Common Methods in Long Layout

Creative explanation of chocolate ice cream poster design 1: Cashier location: There are many types of bakeries, such as narrow strip, rectangular width, double-sided square, semi-arc, small type and so on. According to different store types, the overall layout of the store and the smooth purchase line, the design orientation of the cashier is determined. (instead of putting it on a good or bad layout according to the operator's past experience) be scientific. If the cashier position is not properly designed, it will affect the promotion of turnover. For example, in a bakery in a narrow strip, the cashier is too inward. When customers are concentrated during the peak sales period, customers will queue up in front of the checkout counter. Those who want to go out can't get out, and those who want to come in and buy can't get in, because the aisle between the island platform and the side cabinet is also narrow, which leads to crowded customers. The shopping environment of the whole store will affect customers' next purchase psychology, and customers outside the store will have concerns about whether they enter the store. In order to cause the loss of customers and reduce operating income. So the location of the cashier is very important!

2. Reasonable use of shop windows. The window of bakery (cake shop) is usually floor-to-ceiling glass. From the facade, it is the face of the bakery, and its image display and effective use are closely related to the store's business positioning and brand visual promotion. Window design is mostly for displaying bread and cake models or as a leisure area in this position. The bakery should determine the specific purpose of designing the window position according to its geographical location, surrounding environment, location orientation and customers' consumption ability and habits. Take the community store as an example: the designer takes the rich product display and baking atmosphere as the leading factor, and the decorative effect and lighting as the product sales assistance, which is the store's storefront theme design concept. The window position is an important part of the shop. It is suggested that bread, cake models and dry spots should be displayed in the window of community stores. Especially the bakery that just opened its first store, its brand awareness is not high, and a fixed consumer group has yet to be established. It is particularly important to use the window as a product display window. If the store is located in Chaoyang, you can consider using a sunshade or umbrella to block the direct sunlight and reduce the reported loss rate of bread. There is no need to put the leisure area by the window, because the consumer groups of community stores are all fixed residents around, and rarely stay in the store after purchasing products. There is only one waiting area when customers order or pick up cakes.

The size of the brochure. The size of the brochure.

The general finished product of 2 10*285 is 16k (shorter than A4 1cm), and it is common that 12 is slightly larger than 16.

Several elements of brochure design

The visual elements of brochure design are mainly words, graphics, colors and arrangement.

1, text

As an element of visual image, words should be readable at first. At the same time, different font changes and changes in size and area will bring different visual feelings. Text layout design is one of the important means to enhance visual effect and personalize layout. In brochure design, the selection and application of fonts should be easy to identify and read, and the text should not lose its most basic information transmission function because of blind pursuit of effects. Especially when changing the font shape and structure, using special effects or choosing calligraphy or handwriting, we should pay more attention to its recognition.

The choice of font should also pay attention to the purpose of appeal. Different fonts have different personality characteristics, and brochure design with different contents and styles also needs different font design positioning: serious and dignified, lively and relaxed, elegant and classical, or novel and modern. Starting from the theme content, choose a font that is consistent with the conveyed content in form or symbolic meaning.

In the whole brochure, don't change the fonts too much, and pay attention to the harmony between the selected fonts. The title or suggestive text can be changed appropriately, and the internal text style should be unified. The arrangement of characters should conform to people's reading habits, for example, the number of words per line should not be too many, and appropriate spacing and spacing should be selected. You can also use different font layout styles to create novel layout effects and bring different visual feelings to readers.

2. Cartography

Graphics is a visual language, which uses images and colors to spread information, ideas and exchange ideas intuitively. It can transcend national boundaries, eliminate language barriers and enter various fields to communicate with people. It is a universal visual symbol of human beings.

In brochure design, the use of graphics can play the following roles:

Eye-catching effect effectively uses the visual effect of graphics to attract readers' attention. This instant strong "eye-catching effect" can only be achieved by graphics.

See the reading effect. Good graphic design can accurately convey the theme and make it easier for readers to understand and accept the information it conveys.

Inductive effect. Hunt the reader's curiosity, make the reader attracted by graphics, and then look to the text. There are many graphic expressions. Traditional painting and photography techniques can produce graphics and images with different appearances and styles. Especially in recent years, the application of computer-aided design has greatly expanded the creation and expression space of graphics. However, no matter what means are adopted, graphic design can be classified into two categories: figurative and abstract.

Figurative graphics can not only show the concrete form of objective things, but also show a certain artistic conception. It truly conveys the beauty of form, texture and color of objects with intuitive images, which is realistic and easy to stimulate people's interests and desires visually and gain people's trust psychologically. In particular, some products with exquisite appearance often bring pleasing feelings with real pictures through exquisite design and production. Because of these characteristics, figurative graphics still dominate the design of brochures.

In addition, figurative graphics is a visual language form that people easily like and accept. Using concrete graphics to convey a certain concept or product information can not only enhance the expressive force and persuasiveness of pictures, but also enhance the attention value of pictures and make the communication fruitful.

It should be noted that the selection and application of figurative graphic images should be closely related to the theme and need to be refined and strictly screened. It should be the sublimation of concrete graphic performance, not the simple listing and patchwork of screen images.

Abstract graphics use non-realistic abstract visual language to express propaganda content, which is a highly conceptual expression. In brochure design, abstract graphics are widely expressed, especially for modern scientific and technological products. Because of its abstract beauty, it is easier to express its essential characteristics with abstract graphics. In addition, for some products with poor image or no specific image, or when it is difficult to express some contents and products with specific graphics, abstract graphics can achieve better results.

The concise formal beauty and strong visual effect of abstract charts enhance people's aesthetic sense and reflect the spirit of the times, which is more modern, symbolic and typical than concrete graphics. Abstract performance can be free from any performance skills and objects, time and space constraints, expanding the performance space of brochures.

No matter how abstract the numbers are, they will eventually be accepted by readers. Therefore, when designing and using abstract graphics, the abstract form should be consistent with the theme content and express the content or essence of the object. In addition, we should understand and master people's aesthetic psychology and appreciation habits, strengthen pertinence and adaptability, and make abstract graphics accurately convey information and play its due role.

Concrete graphics and abstract graphics have their own advantages and limitations. Therefore, in the process of brochure design, the two expressions sometimes appear at the same time, or in a way of mutual integration, such as highlighting specific products in the expression of abstract forms. When designing, we should adopt different ways of expression according to different ideas and objects.

Step 3 color

Color is an important part of the elements of brochure design. It can create an atmosphere, contrast the theme, strengthen the visual impact of the layout, and directly attract people's attention and emotional response; On the other hand, it can reveal the personality characteristics of themes and images more deeply, strengthen perception, leave a deep impression on people, and give people beautiful enjoyment while transmitting information.

The color design of the brochure should proceed from the whole, pay attention to the overall unity of the color relationship between the constituent elements, and form the basic tone that can fully reflect the theme content; Consider the contrast and adjustment of various factors such as lightness, hue and purity of color. The designer's accurate grasp of the main tone can help readers form an overall impression and better understand the theme.

In the design of brochures, the use of symbolic colors and color associations and symbols of commodities can enhance the communication effect of commodities. Different kinds of goods are often represented by colors that suit their feelings, such as food, electronic products, cosmetics, medicines and so on. , the colors are very different; Similar products can be subdivided according to their uses and characteristics. Such as food, generally speaking, most of them choose high-purity and clean-feeling colors to express; Among them, red, orange, yellow and other warm colors can better express the feelings of color, fragrance and taste, arouse people's appetite, so they are widely used to express food; Brown is often used to refer to some bitter and fragrant foods, such as chocolate or coffee; Green gives people a fresh feeling and is often used to express vegetables, melons and fruits; Blue has a cool feeling, and is often used to express frozen food, refreshing drinks and so on.

In the process of using color, we should not only pay attention to the typical sexual performance, but also express our own personality. If the colors used are similar, the fresh visual impact will be lost. This requires breaking the conventional or customary color restrictions in design, being brave in exploration, and designing novel and unique color styles according to the performance content or product characteristics. In a word, the color design of the brochure should not only be based on the content of the promotional materials and the characteristics of the products, but also be unique among similar designs. Only in this way can we strengthen recognition and memory and achieve good visual effects.

Step 4 agree

The various layout methods and rules described in the chapter of layout design are also applicable to the design of brochures. It should be noted that there are many changes in the form and format of brochures, and they should be treated differently according to different situations when designing.

The brochure with few pages and small area should be designed with striking layout characteristics; Colors and images should be clear and prominent; Among the elements of layout design; The text can be larger.

For brochures with more pages, due to the more content to be expressed, in order to achieve a unified overall feeling, attention should be paid to the use of grid structure in layout; It is necessary to emphasize the changing relationship of rhythm, leaving some gaps; The relationship between colors should be coordinated as a whole.

In order to avoid focusing on the surface of a single page effect without grasping the overall situation, the following methods can be used to control the overall effect:

Firstly, determine Yan's creative thinking, and determine the layout and pages according to the budget situation; And according to the standard layout, the graphic content will be reduced and arranged together in proportion, so as to observe and compare comprehensively and adjust reasonably.

Find out the * * * factors of the whole book, set some standards or use images, arrange these main factors, and then design other factors. Grasp several key points of the book, control the overall layout from point to area, achieve unity in unity and unity in change, and achieve harmonious and perfect visual effects.

Fully open elegance 889× 1 194 positive degree 787× 1092.

The width is 875×580 and the straightness is 775×530.

Four openings 430×575 plus 520×370

Octagonal degree 420×285 positive degree 370×260

Sixteen degrees is 2 10×285 degrees is 260× 185.

32 degrees 140×203 degrees 130× 185.

What if I want to add bleeding?

Just add 6 mm to each side!

Resolution 300

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Positive degree 16 (185x260)

Generosity 16 (2 10x285)

What is the unit of "openness"?

Open as much paper as possible.

For example, 16K means all 16 sheets and two sheets in folio.

How big is the first drive?

Full opening positive degree: 780x 1080.

Generosity: 880x 1 180

Printing paper specification

The so-called opening number means cutting into several parts. For example, an 8-size piece of paper is 1/8 (cut three times). Before designing, the paper size should be selected first, because the printing machine can only use several kinds of paper (generally fully open and fully open), and then cut it into the required size by the machine after printing once, so don't use special specifications other than the following table if it's all right, so as to avoid paper printing dissatisfaction and waste of space.

Because the machine grabs the paper and moves it, the edge of the paper cannot be printed, so the original size of the paper will be larger than the actual size, and the blank part of the edge will be cut off after printing, so there will be a difference between the full size and the cut size. If the poster is intentionally left blank, you can choose not to cut it.

Open size full size (mm) cut size (mm) plain paper

Open b11091x7871042x75/wall newspaper.

Opposite (half-open) B2787X54575 1X52 1 poster

3 open 787X36375 1X345.

4 open B3545X39352 1X375.

5 open 454X3 18424X303, 8 open B4393X272375X260.

16 loose-leaf notepad with holes b5272x196260x18726.

32 kai b 6196 x136187 x130

64 kB7136x98130x93

Juquankai A 1872X62 1842X594 Poster

Opposite chrysanthemum A262 1X436594X42 1

Poly 3 kai 62 1X290594X280

Chrysanthemum 4 blooms a3436x310421x197.

Ju8 open a 4310x218297x210 copy paper.

Ju 16 manual a5218x155210x148.

Ju 32 Kai A6155 X109148 X105, Ju 64 Kai A7 109X77 105X74.

The general process of offset printing:

Design and drawing → finalize OK→ output film → make PS version → print by computer → each post-printing process → put finished products into storage or ship.

Some sizes

General standard size: "The specific situation depends on the actual needs"

30% off advertising standard size A4)2 10mmx285mm

General brochure standard size a4) 210mm x285

Standard size of document envelope: 220mm x 305mm.

Poster: Standard size: 540mm x 380mm

Standard size of flag: 8× 376mmx265mm4, 4× 540mmx380mm.

Handbag: standard size: 400mmx285mmx80mm

Remarks on stationery: standard size:185mm x260mm210mx285mm.

Business card: 90mmX55mm

envelope

1No. 165x 102, No.2 176x 1 10

No.3 176X 125

No.4 208X 1 10

No.5 220X 1 10

No.6 230X 120

No.7 230X 160

No.8 309X 120

No.9 324X229

10 458X324

There are many kinds of printed matter, and different printed matter often needs different kinds of paper. Here are some varieties and specifications of commonly used printing paper.

1. letterpress paper

Letterpress paper is the main paper for letterpress printing books and magazines. Embossed paper can be divided into four grades according to the composition ratio of paper materials: 1, 2, 3 and 4. The quantity of paper represents the quality of paper. The greater the quantity, the worse the quality of paper. Relief printing paper is mainly used in relief printing machines. The characteristics of this kind of paper are similar to those of newsprint, but they are not exactly the same. Because the pulp-pulp ratio is better than that of newsprint, the fiber structure of letterpress paper is relatively uniform, the gaps between fibers are filled with a certain amount of fillers and sizing agents, and after bleaching, the adaptability of this paper to printing is formed. Slightly different from newsprint, its ink absorption is not as good as newsprint, but it has the characteristics of uniform ink absorption; The water resistance and whiteness of paper are better than newsprint. Relief paper has the characteristics of uniform texture, lint-free, slightly elastic, opaque, slightly water-resistant and certain mechanical strength.

Weight: 49 ~ 60) 2g/m2.

Flat paper specifications: 787×l092, 850×ll68, 880xl230 and some special paper sizes.

Web specifications: 787mm wide, 1092mm wide, 1575mm wide and 60m ~ 80OOM long.

2. Ink

Newsprint, also known as white newspaper, is the main paper of newspapers and books. Newsprint is characterized by its softness and elasticity; Good ink absorption, ensuring that the ink can be quickly fixed on the paper; After calendering, both sides of the paper are smooth and lint-free, so that the printed matter on both sides is clear and full; Have certain mechanical strength; Good opacity; Suitable for high-speed rotary printing. This paper is made of mechanical pulp (or other chemical pulp) and contains a lot of lignin and other impurities. Not suitable for long-term storage. If the paper is stored for too long, it will turn yellow and brittle, and its water resistance is poor, so it is not suitable for writing. Printing ink or book ink must be used, the viscosity of the ink should not be too high, and the water content of the page must be strictly controlled during lithography.

Weight: 49 ~ 52) 2g/m2

Specification of plain paper: 787× 1092mm, 850xll68 68mm, 880xl230.

Web specification: width 787mm,1092mm,1575mm; The length is about 6000 ~ 8000 meters.

3. Offset paper

Offset paper is mainly used for lithographic (offset) printing machines or other printing machines to print high-grade color printed matter, such as color pictorial, album, poster, color printing trademark and some advanced books, as well as book covers and illustrations. Offset paper is divided into special number, 1 number and No.2 according to the proportion of pulp. It has one side and two sides, and there are two grades of super calendering and ordinary calendering. Offset paper has small flexibility, uniform ink absorption, good smoothness, compact and opaque texture, good whiteness and strong water resistance. Conjunctival offset printing ink and good quality lead ink should be selected. The viscosity of ink should not be too high, otherwise there will be powder removal and galling. Also to prevent the back from getting dirty, generally use antifouling agent, dusting or lining paper.

Weight: 50,60,70,80,90, 100, 120, 150, 180g/m2.

Flat paper specification: 787×l092；; 850× 1 168mm。

Web specification: 787mm, 1092mm, 850mm.

4. Coated paper

Coated paper, also known as printed coated paper, is made by coating a layer of white slurry on the base paper and then pressing it. Made of light, the paper surface is smooth, the whiteness is high, the paper fibers are evenly distributed, the thickness is consistent, the elasticity is small, the elasticity is good, the water resistance and tensile resistance are strong, and the ink is well absorbed and accepted. Coated paper is mainly used for printing picture books, covers, postcards, exquisite product samples and colored trademarks. When printing coated paper, the pressure should not be too high, and offset printing resin ink and bright ink should be used. In order to prevent the back from sticking dirty, methods such as adding antifouling agent and dusting can be adopted.

Weight: 70,80, 100, 120, 150,180200,210.240,250g/m2.

Specification of plain paper: 648× 953mm, 787× 970mm, 787× 1092mm.

Draw a newspaper

Painted newspapers are fine in texture and suitable for printing pictorial, picture books and posters.

Weight: 659 1 and 12g/m2.

Specification of plain paper: 787×l092.

6. Written papers

Writing paper, also called book cover paper, is the paper used for printing book covers. Writing paper is made of pigments such as gray, blue and beige.

Weight:120g/m2.

Specification of plain paper: 690× 960mm, 787×l092.

7. silk paper

Embossed paper is a kind of paper specially used for surface decoration. There is an inconspicuous pattern on the surface of the paper. Colors are gray, green, beige and pink, which are generally used for printing monochrome covers. Embossed paper is brittle and the spine is easily broken when binding. When printing, the paper is bent and it is difficult to feed paper, which affects the printing efficiency.

Weight: 150 ~ 180g/m2.

Specification of plain paper: 787×l092 and 850×ll68.

8. Bible paper

Bible paper is a kind of high-grade tissue paper for books and periodicals, which is thin, strong and folding-resistant, white and meticulous, tight and smooth in texture, slightly transparent and has certain water resistance. Mainly used for printing dictionaries, classic books and other books with many pages and convenient carrying. Bible paper requires high pressure and ink color in the printing process, so special attention must be paid to artistry when printing.

Weight: 30 ~ 40g/m2.

Specification of plain paper: 787×l092.

9. Wool edge paper

Fringe paper is thin and soft, light yellow and hairless. Good water resistance and ink absorption. Wool paper should be printed on only one side, mainly for ancient books.

10, writing paper Writing paper is paper written in ink, and it is required that the paper should not be wet when writing. Writing paper is mainly used for printing exercise books, diaries, forms and account books in factories. Writing paper is divided into special number, 1 number, No.2, No.3 and No.4.

Weight: 45,50,60,70,80 g/m2.

Specifications of plain paper: 427× 569mm, 596× 834mm, 635× 1 18 8mm, 834× 1 17 and 787×l092.

Mesh size: 787mm, 1092mm.

1 1. Typing paper

Typing paper is a very thin paper, thin and elastic. It is required not to make holes when typing, and not to be scratched by the nib when copying with a hard pencil. Mainly used for printing documents, forms and multiple vouchers. Used as spacer paper and printing wrapping paper in books. Typing paper has white, yellow, red, blue and green colors.

Weight: 20 ~ 25g/m2.

Specification of plain paper: 787×l092, 560× 870mm, 686× 864mm, 559× 864mm.

12. Youfeng Paper

Youfeng paper is used for printing all kinds of carbon paper and printing and packaging paper.

Weight: 25 ~ 28g/m2.

Specification of plain paper: 787×l092.

13. Cobb paper Cobb paper is thin and elastic, suitable for printing multiple copies; It is used to protect works of art and plays an aesthetic role in book binding.

Weight: 17 ~ 20g/m2.

Specification of plain paper: 787×l092.

14。 Self-made paper has little flexibility and is not easy to break when folded. Mainly used for printing packaging boxes and goods filled with sulfur lining paper. In book binding, the spine for wireless binding and the middle diameter paper (spine) or cover of hardcover books. There are advanced and ordinary, single-sided and double-sided. According to the bottom classification, there are two kinds: gray and white.

Weight: 220,240.250,280,300,350,400 g/m2.

Specification of plain paper: 787×787 mm, 787× 1092 mm,1092×1092 mm.

15. Kraft paper Kraft paper has great tension, including single light, double light, stripes, no lines, etc. Mainly used for wrapping paper, envelopes, paper bags, etc. And prin machine cylinder liner.

Specification of plain paper: 787× 1092mm, 850xll68 68mm, 787×ll90, 857×ll20.

Discussion on Several Common Methods in Layout Design of Long Drawings | _ ceh _ | Screenshots come from networks and websites.

Long drawing design is widely used in the era of screen reading. In addition to the websites and APP pages that come to mind most directly, there are long graphic packages of personal works, long posters, product details pages of e-commerce, long graphic advertisements of Weibo WeChat and so on. Therefore, not only interface designers need to know the composition method of long graphic design, but also ordinary designers can know some design skills of long graphic pages.

In order to keep readers interested and stay longer, our design should not only look good, but also provide some visual guidance, so that the content experience is consistent from beginning to end. In order to achieve this goal, we need targeted design.

I hope this article can give you some help. Then let's take a look at several common simple design methods of long page design.

Repetition is to unify the vision and remind users or readers that they are still stuck in the same content. Repetition can be repeated fonts, colors, sizes, spaces, tables, frames, etc. Instead of strictly copying the same elements, it produces continuous changes in the page according to certain rules. In other words, when using repeated elements, there should be regular and regular changes in the changes.

Repetition of numbers, words, English, typesetting forms, structures, etc.

Repetitive typesetting form, structure, etc.

Repeat shapes, symbols, features, etc.

Repeat color, color block application, etc.

In addition to the repetition pointed out, it is not difficult to find that various methods of repetition do not exist independently, and often various methods are mixed. Of course, there are many ways to repeat.

F-layout is a very traditional but very scientific layout, which is a classic layout based on a large number of eye tracking experiments. In line with most people's browsing habits. When we look at a page, we usually look at the upper left corner (such as logo, navigation, title, etc. ), then give priority to horizontal content from left to right, and then browse the whole page from top to bottom, thus forming an F-shaped visual path.

NNGroup's eye tracking research map (red and orange represent the hot spots of attention, and blue represents the uninterested parts)

From the F-shaped layout and eye tracking experiments, we can draw the following enlightenment:

1. The most important information (such as logo, company name, title, navigation, etc. ) you should try to put it on the top (even to the upper left corner), not on the right.

2. Generally, you can put some minor things on the right, such as feedback, consultation, advertisement, recommendation, etc.

3. When designing, you should pay more attention to the information on the left, which is the place where you pay attention, and the right is usually regarded as blank.

4. Multi-text and multi-content pages (such as news, community and event introduction pages). ) you can give priority to the f layout.

F-type layout of 36Kr web page

Attachment+f- layout of page

F-shaped layout of game activity page

F-shaped layout of active page

Besides F-type layout, S-type (also called Z-type and Z-type) is also a very classic page layout. Similarly, it also conforms to the human browsing process, which is proved by eye tracking experiments.

When we browse a page, our eyes will move left and right to read, and the visual stopping point will change up and down, thus forming an "S"-shaped path that moves left and right. This layout is widely used in long pages, especially when introducing product pictures. Using S-shaped layout will form a visual orientation and read the whole page smoothly.

Eye tracking research chart

The initial application of S-shaped layout in web pages may have started from official website, and Apple used words on the left and words on the right to form reading coherence.

For example, the details page of the iPad below, at the top of the fold, I