Advertising poster design modern advertising poster design

Advertising posters usually refer to printed advertisements in the form of leaflets that can be posted. Advertising posters are used to accomplish certain propaganda and agitation tasks, or to serve the purpose of reporting, advertising, persuasion and education. Advertising posters can be divided into public service posters and commercial posters. Public welfare posters pay attention to social and people's livelihood issues, and commercial posters promote goods and serve enterprises. The style of poster design and production of public service advertisements should be different from that of commercial advertisements. We should strive to embody the commonweal, cultural and academic nature of the public welfare theme, pay attention to the inherent aesthetic taste and social responsibility, keep pace with the times, and create contemporary public service advertisements that can reflect the national style and characteristics of the times on the basis of absorbing the excellent traditional culture of the motherland. Posters also have a name in China called "Poster". It is said that during the Qing Dynasty, foreigners moored ships loaded with foreign goods at the coastal docks in China, and posted paper posters in conspicuous places on the streets of the docks to publicize their goods. Coastal citizens call this poster.

Advertising has been sprouting in China for a long time. In the poem, "Excuse me, where is the restaurant? The shepherd boy refers to Xinghua Village, and the Tang Dynasty poet Du Mu refers to the wine garden with the words Xinghua Village written on it. The earliest industrial and commercial printing was the propaganda print of Liudian in Jinan in the Northern Song Dynasty, which can be regarded as the embryonic form of advertising poster in China. /kloc-Before the 0/9th century, the main advertising form in Europe and America was text-based posters. Since then, due to the continuous development of printing, color posters based on pictures have increasingly become the main form of expression. Modern poster art originated in Europe, among which cultural poster is the closest to painting in all kinds of graphic design, which can be used to express the designer's own inner feelings and aesthetic tendencies. Therefore, poster design has always been the most commonly used training and competition subject in graphic art teaching. The most important international poster exhibitions are Warsaw International Poster Design Art Biennale, Colorado International Advertising Poster Invitation Biennale, Mexican International Advertising Design Art Biennale, Lahti International Advertising Design Art Biennale and so on.

I. Images and words

In a narrow sense, images refer to the collection of images of various things in nature through modern scientific and technological means (such as cameras). The image in graphic design also includes the graphics of graphic modeling formed by designers through basic elements such as points, lines and surfaces. Images can instantly attract people's attention, and they are a world language that can transcend national boundaries and nations, so they are the most infectious and expressive. Text introduction can supplement information and accurately describe the content of the main object, and the unique narrative function of text is irreplaceable by images.

Second, the form of poster design

1. Art painting

In poster advertising design, the design method of artistic painting style is the main form of early print advertising posters. Today, the design of artistic painting style is favored by the audience for its unique beauty of simplicity and atmosphere and personalized visual language. Because of the particularity of this form of expression, it has a unique charm. At the same time, the expressive force of hand-painted posters also has the characteristics of randomness and development, which makes them have infinite vitality and infinite expressive force.

2. Physical photography

With the continuous progress of photography technology, photography is more and more widely used in plane poster design. This means of expression greatly enriches the form of graphic works and has unique expressive force, such as the real picture, strong attraction and persuasion. It has gradually become a visual culture with strong visual language, thus occupying a very important position in design.

3. Computer technology

The development of computer technology and the application of software have brought great changes to the design field. Of course, this also makes poster design reach a new height, making everything impossible possible. The application of computer technology in graphic design has brought fantastic expressive force to poster design, allowing designers to wander freely in their own creative rivers in the two-dimensional world, create scenes that cannot appear in real life through computer technology, and express their ideas with unique picture language. At the same time, it attracts people with gorgeous and fantastic pictures, diverse compositions and unparalleled effects, giving people unlimited space for daydreaming, and fully emphasizing the expressive force and impact of vision, thus making the visual communication language more interesting and ornamental.

To sum up, visual expression plays an irreplaceable role in graphic poster design and is a powerful visual language that must be possessed. It is precisely because of this visual expression that graphic design works can fully reflect their functionality and appreciation, and it is precisely because of this visual expression that designers' design intentions can be accurately conveyed and graphic poster design works can become a visual feast in the eyes of the audience.

Third, the creative law of poster design

1. Give priority to creativity and attach importance to connotation.

Creativity refers to a novel creativity, and "creativity" with cultural connotation is the soul of poster design. Einstein said, "Imagination is far more important than knowledge. Knowledge is limited, but imagination can surround the earth." China's traditional artistic creation pays attention to inner exploration and expression, and pays attention to artistic conception. Qi Baishi, a master of traditional Chinese painting, has a wonderful conception and successfully uses the technique of association. There is no frog in the picture, but the audience smells it.

With the improvement of social civilization, protecting animals has become people's consciousness, and many public welfare posters with the theme of protecting animals have won prizes in various competitions. The title of the poster "Man is a knife, I am a fish" comes from the classic story in Historical Records. "Knife" is interpreted as a knife and chopping block in Ci Hai, which is a tool for slaughtering livestock. Through the traces of the slaughter of birds, seals, frogs and other wild animals on the chopping block, the picture tells the ruthless destruction of wild species in nature by human beings, and appeals to people to put down their butcher knives when facing wild animals. This work takes the chopping block with the traces of animal slaughter as the creative symbol, which does not let the animal itself appear in the concept, and gives the viewer deep thinking with virtual methods.

Pine, bamboo and plum are "three friends of the old cold" Pine trees and bamboo will not wither in winter. Plum blossoms are cold-resistant, open, simple, simple, restrained and strong, which are their innate qualities. When the heavy snow came, all the flowers withered, but they were still full of vitality. The poster screen of "Three Friends in the Cold Year" has a large area of blank, highlighting the theme of fighting corruption and promoting honesty.

2. Color has strong impact and expressive force.

Color is an important factor that makes design have visual impact and artistic appeal. It is human nature to feel the beauty of color. The success or failure of an advertising poster depends largely on the use of color. In Qing Dynasty, Deng Shiru said: "The sparseness of calligraphy and painting can make the horse go, while the secrecy can't make the wind leak. White is often regarded as black, and the odd one comes out." In the composition of Three Friends in a Cold Year, white is considered as black, leaving white space makes the theme more prominent, and the picture is clear and easy to remember. At the same time, the black-and-white picture has the charm of China traditional ink painting, which is consistent with the theme of clean government in content. Enhance the visual effect and accurately express the design theme.

3. Influenced by internationalist style, pay attention to text arrangement.

In 1950s, internationalism was first born in Switzerland and the Federal Republic of Germany. Internationalism emphasizes functionality, advocates highly ordered and accurate visual communication function, and has highly standardized and rational design characteristics. Internationalism has had a far-reaching influence on the whole graphic design, including posters, and it is still the mainstream of poster design in various countries until now.

Text is a form of expression, but also the main composition of print advertising. It indirectly conveys visual information. In graphic design, characters often participate in composition as graphics, and are organically combined with other elements to form a whole, serving the content of advertising posters. China's seal script, cursive script, regular script and running script also have high aesthetic value. Regular script is elegant and beautiful, Wei Bei is tenacious and majestic, and cursive script is flowing freely, which can be used as a foil and foil for poster pictures, creating an extraordinary artistic atmosphere.

References:

Wang Shouzhi. History of modern graphic design in the world [M]. Guangdong: New Century Publishing House, 1998.

[2] White clouds. The Old Advertisement in China —— The Source and Direction of Poster Advertisement [M]. Beijing: China Building Industry Press, 2003.

[3] Dai Xiaodong et al. Three-dimensional space [M]. Jinan: Shandong Literature and Art Publishing House, 2003.

Author: School of Design, Shandong Institute of Light Industry

(Editor: Cao Ning)