Teaching plan of Appreciation of Visual Communication Design Works, the first volume of the eighth grade art of People's Education Press.

The following is the teaching plan of Appreciation of Visual Communication Design Works, the first volume of the eighth grade art of People's Education Press. Welcome to browse the reference. Please pay attention to the lesson plan column for more information.

Teaching plan 1 of Appreciation of Visual Communication Design Works, the first volume of the eighth grade art of People's Education Press;

1. Understand the design concept, design type and design method of visual display.

2. Understand the application of visual display design in our life.

Teaching focus:

The concept and characteristics of visual display.

Teaching difficulties:

The concept and characteristics of design and its application in life.

Teaching process:

I. Organizing teaching

Stabilize students' mood and concentrate. (Music, pictures)

Second, the introduction of new courses.

1. demo courseware

2. Question: What visual display designs have left a deep impression on us in life?

Iii. Appreciation of artistic works (analysis, discussion and exploration)

Topic: Visual Display Design

Please browse the textbook (29 pages? Page 32)

1. Explain the basic concepts of visual display design.

Show related works

2. Explain the basic types of visual display design.

Show related works

3. Explain the basic points of visual display design.

Show related works

Fourth, organize students to discuss.

1. If we design a display space for the school, how should we use what we have learned to design it? (The theme can be set according to the school's work)

2. Organize students to discuss the design scheme.

Verb (abbreviation of verb) abstract

1. Summarize the knowledge learned in this lesson.

2. Encourage students to apply what they have learned and actively participate in campus design.

6. Assign homework and tasks for the next class.

Teaching material analysis, the first volume of the eighth grade art of People's Education Edition, appreciates the works of visual communication design;

1. Teaching purpose

(1) Cognitive goal:

Through the teaching of this course, students can understand the nature, scope, types and characteristics of modern commercial art.

(2) Emotional goal: broaden horizons, increase knowledge, cultivate sentiment, cultivate the ability to appreciate commercial art, improve the level of art appreciation, and establish a correct aesthetic point of view.

2. Key points and difficulties:

The focus of this course is to understand the essence and function of commercial art, and to further understand that the most important thing in commercial art design is creativity.

The difficulty of this lesson is mainly that the text is rich in content and covers a wide range. Due to the limited length of the text, many problems cannot be unfolded one by one. Some problems, such as the corporate image design in the fifth part, involve a wide range of contents and are difficult for students to understand without pictures. Solution: Look for newer examples, supplement the old or insufficient illustrations in the text, and improve students' interest.

Teaching process:

1. Import new lesson:

Before class, let's watch a video (sofa advertisement: showing style, easy to use and durable). After watching it, ask: What does this video show? What's the purpose? Guide students to talk about their experiences.

The industrial revolution and the increasingly fierce commercial competition in the world, especially the competition of similar goods, make enterprises not only make a fuss about the quality of goods, but also attract customers' attention through various methods, which provides excellent opportunities for the development of commercial art, while creative design can attract more customers and bring rolling financial resources to enterprises. No wonder an oil painting teacher came back from an exhibition in developed countries and was invited by a friend to tell his deepest feelings about his trip. He didn't mention the exhibition, nor did he talk about the experience on the road and the developed economy abroad. He just casually said, "There are designs everywhere." Students, if you are the boss of an enterprise, in what ways will you promote your products to achieve the purpose of promotion?

2. Talk about new lessons:

In a word, these art designs aimed at selling goods are collectively called modern commercial art. At present, commodity art includes not only advertisements, but also logo design, packaging design, indoor and outdoor design, corporate image design and so on. Because these designs are conveyed to consumers through vision, they are also called "visual communication art" abroad. He is an artistic creation with figures, figures and colors as the basic elements. He is a bridge between enterprises, commodities and consumers, and influences people's feelings and concepts with his unique artistic charm in the field of spiritual culture. In order to better understand the characteristics of modern commercial art. Let's enjoy some works first and see how manufacturers use art design to promote their products.

I. Logo design:

As we know, many goods have brands, such as Kodak film, Wenzhou Zhuang Ji suit and so on. If they are displayed in the form of pictures and texts, this is a sign. Now, let's look at this work: let students identify three signs. According to the analysis and summary, it can be divided into three categories according to its functions: corporate logo (China Bank logo), commercial logo (permanent bicycle logo) and public information logo (male and female logo). (Japan's aviation logo, Netease logo) Students observed and concluded that it can be divided into text logo and graphic logo in form. The message conveyed by written symbols is very clear. He directly tells us what to express through words, such as Netease logo. However, it is difficult to express the meaning of graphic symbols, and creative thinking is needed to design graphics. For example, a flamingo with a pattern (the aviation symbol of Japan) guides students to appreciate and ask questions: Let's guess what symbol it should be. What does a crane mean? (Songhe Chaoyang, auspicious patterns, peace) The patterns are all beautiful and unforgettable. It is concluded that some signs composed of graphics are relatively clear because of their vivid images.

Students analyze the emblem of the 2008 Olympic Games: the teacher briefly summarized the characteristics of this work: it is an emblem combining words and graphics, the five rings represent the Olympic Games, and the people of five continents are United. The words indicate that 2008 will be held in Beijing, and the graphics above indicate that Chinese knots with China national characteristics and athletes are playing Tai Ji Chuan; The image is bright, the color is bright, the contrast is strong and eye-catching. It is precisely because signs have the function of transmitting information that excellent signs have unique artistic charm, are accepted by people of different ages, different educational levels and different languages, and have international universality. Therefore, in today's increasingly fierce world market competition, signs have become an important means of world market competition. Some well-known trademarks not only have their artistic images all over the world, but also become a huge intangible asset. Brand logos like Coca-Cola, Panasonic and Li Ning. Of course, there are many conditions for the formation of a well-known trademark, but from an artistic point of view, it should have at least three characteristics: 1. Creativity, that is, the idea is novel, which is obviously different from other trademarks and unforgettable; 2. The visual image should be simple, strong, beautiful, easy to identify and attract consumers' attention; 3. Wide adaptability, suitable for consumers' psychology, national conditions and communication. (for example)

2. Commodity packaging design:

Of course, in addition to the brand, a commodity must have good packaging, and excellent packaging can make the commodity worth a hundred times. I remember a friend of mine once bought 1000 pieces on the first floor of a shopping mall in Shanghai, repackaged beautifully and sold them on the fifth floor of the shopping mall. Earn three yuan each time, and make a net profit of three thousand yuan. From this example, we can see that although some Shanghainese don't understand the market and are not as good as Wenzhou people in business, the most important thing is to explain the importance of commodity packaging, because these Shanghainese can also use exquisite packaging to achieve the purpose of promotion. So some people say: packaging seems to be the appearance and clothing of goods.

So, what are the characteristics of excellent packaging (see figure)? Through students' observation, it is concluded that perfume should be packaged in outer packaging (1. Protection of goods); Whether the packaging of perfume is opaque (2. Beautify goods); Text description (3) promoting goods; Guizhou Super Anjiu Packaging: Absorbing the folk culture and art of local operas in Anshun, Guizhou, it takes ceramic mask bottles with special shapes and rich decorations as containers. (4) Psychological function: The psychological function of stimulating customers to buy, such as good shape, beautiful color, luxurious materials, appropriate weight and unique design, has irresistible charm, especially in the supermarket where goods are selected. Some people say that it is a silent salesman). ), with high artistry and local characteristics, to achieve the combination of beauty and practicality. Because of this, this design won the 15 Asia Star Award.

3. Advertising design:

Good products have brands and good packaging, and they have to be widely publicized for everyone to know. In ancient times, people have noticed the importance of advertising. Ask the students: What are some examples? (For example, "wine flag" is an advertisement, and there is an idiom "self-contradiction". Although it is bragging, it is also a living advertisement for selling goods. With the fierce competition and scientific development, advertising, as a tool for commodity promotion, is also constantly innovating and changing with each passing day. Based on marketing and psychology, combined with the advertising creativity of literature, painting, photography, movies, television, drama, music and other means, every advertising work has become the crystallization of science and art. Therefore, the quality of advertising mainly depends on whether it is eye-catching, exciting and impressive, and finally arouses the desire to buy. To do this, the key is to be creative and give people beautiful enjoyment at the same time. For example, Minolta camera, in the competition, the only way to beat similar products is to emphasize uniqueness and highlight its own advantages and characteristics. This product takes advantage of the fact that it won the grand prize in the 1985 European camera grand prix to gain the trust of customers, such as the advertisement of the president's wine (student analysis), which is a novel and creative advertising design. Through the combination of photos and paintings, the author combines eagles, wine and fiery sky, giving people a novel and bold feeling and creating striking artistic effects with extremely exaggerated artistic techniques. In addition to commercial advertisements, there are social service advertisements, such as saving water, cherishing land and protecting the environment.

4. Design of the internal and external environment of the shopping mall:

When we know a good product, we will definitely have the desire to buy it. Q: Where can I buy it? "In the shop". As a result, the environmental design inside and outside the store appeared. Including merchandise display, window layout, lighting design, store decoration and so on. With the fast pace of modern city life, how to attract customers' attention and give them a comfortable shopping environment has been paid more and more attention. The common technique is to emphasize image and novelty (appreciation of works). For example, when shopping, a good store design can always hold us back. The waiter inside missed the opportunity to stick his head out. Bottom line: Come in and have a look. It doesn't matter whether you buy it or not. Comfortable shopping environment, neat and orderly goods, look so beautiful under the soft light. Good service attitude makes us feel at home, so we return empty-handed and full-loaded. Therefore, it is the guiding design of modern business environment, and it is also an integral part of beautifying the city. For example, Wenzhou people like to go to the Bund in Shanghai, rather than shopping, to see its architectural style. For example, Wuma Street in Wenzhou also shows its function of beautifying the city.

Verb (abbreviation of verb) Corporate image design (CI):

Some excellent enterprises also have corporate image design. What is corporate image design? I wonder if the students have heard of such a thing. In the past, we Wenzhou people mainly looked at whether there was a trademark on the button, whether there was a trademark in the pocket and whether there was a trademark on the screw. Actually, making mistakes is right. In the information society with highly developed commodity economy, successful enterprises must attach importance to and strengthen their own image in the face of fierce competition, and condense their comprehensive quality into a distinct and unified visual symbol system-logo, standard font, standard color, unified product packaging and advertising language. Then, through the mass media, this image system will be injected into consumers' hearts circularly and imperceptibly to create a brand image. This is corporate image design. Printing trademarks on buttons and screws is a small part of it. He originated in Europe and America, matured in Japan and developed in China. He is a strategic and all-round system creativity. It mainly includes corporate image design, product image design, employee image design, media image design, market station image design, advertising image design and future image design.

Take the automobile transportation company in Hainan as an example (see photo): This is an old enterprise. In order to gain the understanding and trust of the society in the market competition, convey the purpose of its enterprise and the connotation of its products to the public, and establish its own visual image system.

1. Corporate image design: pink is the standard color, and almost every place has the corporate name, logo and standard font color, as well as advertising slogans, such as "Like a dragonfly, Marek gallops, like coconut wind swaying, like the sun shining, like a raging sea, it is an express train going out to sea. Without pink, there is no spring, and here is always spring all the year round". This is the "concept keyword" of automobile transportation in Hainan. It is his general goal to attract customers with Hainan Auto Express.

2. Product image design: mainly cars, all cars have a unified standard color.

3. Employee image design: "Improving the quality of employees" is its management focus. There are uniform uniforms and certificates, where employees quarrel with customers, customers will receive prizes; And organize employees to participate in military training, camping, photography, music, painting, fashion model performance and other amateur activities, and regard employees as important representatives and potential assets of corporate image.

4. Media image design: umbrellas, watches, garbage bags, tea cups, business cards, envelopes and other office supplies.

5. Advertising image design: with core content and unified style.

6. Future image design: Excellent enterprises also have future image design, such as putting forward new ideas and developing new products.

Standard clothes, standard colors, special vehicles, envelopes, stationery and even certificates all form an orderly image whole, which makes every employee proud of being a member of "Hainan Automobile Transportation" and gives every customer an invisible centripetal force and sense of identity. The girls in light makeup are wearing pink and blue skirts. Neat pace, youthful vitality and elegant temperament have won the praise of the masses. This is actually not only a training method, but also an advertising behavior. He unconsciously turned the audience into customers, which brought him a lot of money. Like Coca-Cola, Marlboro, Jianlibao, Goldlion, Sun God, etc. It is the result of CI strategic innovation.

Summary:

Today, we studied modern commodity art. Anyway, as a commodity art, its ultimate goal is to sell goods. Let's re-observe how the above-mentioned merchandise works of art attract customers. On the basis of careful investigation and study, these commercial arts use various conditions to explore the breakthrough point of artistic expression, so as to achieve innovative ideas, beautiful images, intriguing and even amazing results, thus giving full play to the best energy. This is "creativity". Like the American cartoon "The Lion King", each animal character is voiced by a Hollywood superstar, and the image and character of the animal character are shaped according to the appearance of the movie star. In this way, an animated film has become a gathering of superstars, and The Lion King has become the best-selling movie. A French cosmetics advertising slogan: Our perfume can attract the opposite sex best, buy our perfume and send a self-defense textbook "; The origin of the name of Goubuli steamed stuffed bun; Hotel: Please come to our store for dinner, or you and I will starve, which shows our sincerity. Although an excellent advertisement often has only a few words or a shot, it can attract customers. So some people say that advertising is the antonym of cannon: the lower the sound, the farther it spreads. Of course, the lower the voice, the higher the cultural quality and aesthetic style as the skeleton.