The Significance of Visual Communication Design

Hieroglyphics: express ideas and record facts with paintings;

Ideographic characters and phonography: both of them have abstract meanings in form and are formed according to certain rules;

Traditional fonts: there are often serif, from which we can see the traces of tools used to carve fonts;

Transitional fonts: although most of them also have serif, the contrast between thickness and font is not obvious;

Modern fonts: more clear and concise, completely removed serif, lines are not thick or thin;

Future digital writing: it will be more flexible and free, making all writing attempts possible. "The general form of nature is law" and "this law is also the basis of the beauty of artistic form". -Engels

People summarize the formal characteristics of natural beauty as the law of formal beauty, which includes unity of change, symmetrical echo, repetition of laws, rhythm, contrast and harmony.

Visual communication design works are "the most inevitable and ultimate form" after organizing some constituent elements with specific attributes.

1, the concept of permutation

Arrangement-based on the main ideas conveyed, scientifically arrange and organize various visual elements to make the structure of each component balanced and coordinated.

The arrangement of various elements of visual communication design is to achieve a seamless effect on the basis of highlighting key points.

From beginning to end, the arrangement should grasp people's sight, take "instant attention" as the goal, make the proportion appropriate and clear, make the visual focus in the best field of vision, and make the viewer feel the visual penetration of the main image instantly.

2. Human visual process

"Visual Flow"-When people are observing or reading, their eyes have a habit of flowing naturally.

Generally speaking, it is from left to right, from top to bottom and from left to right. In the process of flowing, people's visual attention will gradually weaken. People's perfect angle-generally in the upper left corner and middle upper part of the picture, the upper part of the picture accounts for one third of the whole area, which is the most eye-catching.

The ideal visual process conforms to the logical order of human cognitive thinking development, which is natural and reasonable. In layout design, we should also make communication elements flow according to human visual process as much as possible according to human visual physiological characteristics, and we can use the rhythm generated between visual elements to enhance the interest of reading.

3. Forms and methods of layout design

With the development of visual communication design, the concept of arrangement is not limited to two-dimensional space, and the arrangement of spatial visual elements and dynamic visual elements has been paid more and more attention.

(1) plane layout design

Including: the layout design of books, newspapers and magazines, as well as the main elements of some advertisements and display boards: words, graphics and colors.

(2) Spatial layout design

Spatial layout design-arranging and organizing visual elements in three-dimensional space, including: display design, indication system design, etc.

(3) Dynamic layout design

Dynamic arrangement design-the arrangement of multimedia animation, which arranges static graphics or characters to make them produce or change their own movements with the change of time, thus producing new motion characteristics.