What are the four basic elements of corporate brochure design?

Text, graphics, color, and layout are the four basic components of a corporate brochure, and the combination of these four elements gives a strong visual impact. Each of these elements has its own characteristics, the designer in the use of the process should also pay special attention to the appropriate use of their characteristics, and strive to express their respective advantages, so that the combination together to produce better visual effects.

1, text as a visual image elements, it should first have readability.

At the same time, different font changes and changes in size and area will bring different visual feelings. The layout design of the text is to enhance the visual effect, so that the layout of one of the important means of personalization. In the brochure design, the font selection and use of the first to facilitate the identification, easy to read, can not blindly pursue the effect of the text to lose the most basic information conveyance function. Especially when changing the shape and structure of fonts, using special effects or choosing calligraphy and handwriting, more attention should be paid to its recognition.

The choice of fonts should also pay attention to the purpose of the appeal. Different fonts have different character traits, and different content, style of brochure design also requires different font design positioning: or serious and dignified, or lively and relaxed, or elegant classical, or novelty modern. To start from the theme of content, choose the form or symbolism and convey the content of the fonts coincide.

In the whole brochure, the font changes should not be too much, pay attention to the harmony and unity between the selected fonts. Title or suggestive text can be appropriate changes, the internal text font to style unity. The arrangement of the text should be in line with people's reading habits, such as the number of words in each line should not be too many, to choose the appropriate word spacing and line spacing. Different fonts can also be used to create a novel layout style effect, giving readers a different visual experience.

2, graphics

Graphics is a kind of image and color to intuitively disseminate information, concepts and exchange of ideas of the visual language, which can transcend national boundaries, exclude language barriers and enter into various fields of exchange and communication with people, is a universal visual symbols.

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

Eye-catching effect. Effectively use the visual effect of graphics to attract the attention of the reader. This instantly produces a strong "attention effect", only graphics can be realized.

Readability. Good graphic design can accurately convey the theme of the idea, so that readers can more easily understand and accept the information it conveys.

The effect of inducing. Hunting the reader's curiosity, so that the reader is attracted to the graphics, and then the line of sight to the text. Graphic expression of a variety of techniques. Traditional painting, photography techniques can produce different looks and styles of graphics, images. Especially in recent years, the use of computer-aided design, greatly expanding the creation of graphics and performance space. However, no matter what means of expression, graphic design can be summarized as figurative and abstract two categories.

Figurative graphics can show the specific form of the objective object, but also can show a certain mood. It is an intuitive image to truly convey the beauty of the shape of the object, the beauty of the texture, the beauty of the color, etc., with a sense of reality, easy to visually stimulate people's interest and desire, and psychologically gain people's trust. Especially some products with beautiful appearance, often using real pictures through the exquisite design and production to bring people a pleasing feeling. Because of these characteristics, figurative graphics in the design of the brochure is still dominant.

In addition, figurative graphics is a favorite and easy to accept form of visual language. The use of figurative graphics to convey a certain idea or product information, not only can enhance the picture of the expressive and persuasive, enhance the picture of the value of attention, but also to make the communication fruitful.

It should be noted that, figurative graphics, the choice of images, the use of the theme should be closely linked to the need for processing and refining and strict screening, it should be a specific graphic representation of the sublimation, rather than the picture image of a simple list, patchwork.

Abstract graphics using non-realistic abstract visual language to express the content of the propaganda, is a highly conceptualized performance. In brochure design, the performance range of abstract graphics is very wide, especially modern technology products, because of its own abstract beauty factors, with abstract graphics easier to show its essential characteristics. In addition, some of the image is not good or no specific image of the product, or some of the content and products with figurative graphic performance is more difficult to take the abstract graphic performance can achieve better results.

Abstract graphic simple condensed form of beauty and strong visual effect, is the enhancement of people's aesthetic meaning and the spirit of the times, compared to figurative graphics with a stronger sense of modernity, symbolism, typicality. Abstract expression can not be bound by any performance techniques and objects, not subject to the limitations of space and time, expanding the performance space of the brochure.

Regardless of the degree of graphic abstraction, it is ultimately important for readers to accept, therefore, in the design and use of abstract graphics, the abstract form should be consistent with the subject matter, to express the content or essence of the object. In addition, to understand and master people's aesthetic psychology and appreciation habits, to strengthen the target and adaptability, so that the abstract graphics to accurately convey information and play a due role.

Figurative graphics and abstract graphics have their own advantages and limitations, therefore, in the process of brochure design, the two modes of expression will sometimes appear at the same time or in the form of mutual fusion, such as in the abstract form of expression to highlight the figurative products. Design should be based on different ideas and objects using different ways of expression.

3, color

In the elements of brochure design, color is an important part. It can create an atmosphere, accentuate the theme, strengthen the visual impact of the layout, and directly draw people's attention and emotional response; on the other hand, it can also reveal the theme and image of the personality characteristics, strengthen the perception of the strength of the people left a deep impression, in the transmission of information at the same time to give people the enjoyment of beauty.

The color design of the brochure should start from the whole, focusing on the overall unity of the color relationship between the constituent elements, in order to form a basic tone that can fully reflect the subject matter; into the face of the consideration of the color of the brightness, hue, purity of each factor of the contrast and the tone of each relationship. Designers for the main body of the accurate grasp of the hue, can help readers form an overall impression, a better understanding of the theme.

In brochure design, the use of symbolic color and color associations, symbols and other color laws, can enhance the communication effect of goods. Different kinds of commodities often with their feelings match the color to show, such as food, electronic products, cosmetics, pharmaceuticals, etc. There is a big difference in color; and the same kind of product according to its use, characteristics can be subdivided. Such as food, in general, most of the selection of higher purity, feel clean colors to show; which red, orange, yellow and other warm colors can better express the color, aroma, taste and other sensations, to cause a person's appetite, so in the performance of the food application more; coffee color is often used to show chocolate or coffee and some other bitter flavor of the food; green to give a person the feeling of freshness, often used to show vegetables, fruits and melons; blue with a sense of coolness, often used to show Frozen food, refreshing drinks.

In the process of using color should pay attention to both the typical **** performance, but also to express their own personalities. If the color used in the same, it loses the fresh visual impact. This will need to break the design of a variety of conventional or customary color restrictions, the courage to explore, according to the performance of the content or product features, design a novel, unique color tone. In short, the brochure color design from the content of the promotional materials and product features, there is a certain **** sex, but also in the same kind of design in the new, unique personality. This will strengthen the recognition and memorability, to achieve good visual effects.

4, arrangement

We are in the chapter on arrangement design of a variety of arrangement methods, laws, also applies to the design of brochures. It should be noted that the form of the brochure, the open book changes, the design should be treated differently according to different situations.

Fewer pages, smaller brochures, in the design should make the layout features eye-catching; color and image to be clear and prominent; layout elements; the main text can be appropriately larger.

More pages of the brochure, due to the more content to be expressed, in order to achieve unity, the overall feeling, in the layout should pay attention to the use of the grid structure; to emphasize the rhythm of the relationship between the changes, to retain a certain amount of blank space; the relationship between the colors should be to maintain the overall coordination and unity.

In order to avoid the design only pay attention to the single page effect surface can not grasp the overall situation, the following methods can be used to control the overall effect:

First of all, to determine the nightmare creative ideas, according to the budget to determine the number of pages and the book; and in accordance with the norms of layout will be the content of the graphic content according to the proportion of the narrowing of the arrangement in order to comprehensively observe the comparison and reasonable adjustments.

Find out the whole book in the *** sexual factors, set some kind of standard or *** with the image, the main factors will be arranged and then design other factors. In the whole book to seize a few key points, with a point to control the overall layout, to achieve unity in the changes, changes in the pursuit of unity, to achieve harmony, perfect visual effect.

Designers in the design of corporate brochures, not only to see the text, graphics, color, arrangement of each component element of the independent characteristics, but also from the overall review of the entire brochure design, from the whole so that the four basic elements of a harmonious combination, so as to produce the perfect visual effect.