Brief introduction of graphic design 2006-05-1019: 43: 38
Large, medium and small
design
Design refers to how production designers and graphic designers choose and configure the artistic elements of advertisements. Designers choose specific artistic elements and combine them in a unique way, thus setting the design style-that is, an expression of ideas or images. The design of woodland highlights the information through a sense of emptiness. First of all, the size of photography is eye-catching, the pure text makes the advertisement relaxed and pleasant, and the copy is full of blanks, giving people a clean and readable feeling. Although advertisements use various elements, these gaps maintain the harmony and balance of elements. Under the guidance of the production designer, several artists make a preliminary composition of the advertising concept, and then cooperate with the copywriting to come up with their own graphic design expertise (including photography, typesetting and drawing) to create the most effective advertisements or manuals.
map
Layout refers to the overall arrangement of all components of an advertisement: image, title, subtitle, text, slogan, stamp, logo and signature. Layout has several functions. First of all, layout helps advertising companies and customers to make and evaluate the final image and feeling of advertisements in advance, and provides tangible basis for customers (usually not artists) to modify, change, judge and recognize. Secondly, the layout helps the creative team to design the psychological elements of advertising-that is, non-verbal and symbolic elements. Clever advertisers not only hope that advertising will bring them passengers, but also hope (if possible) that advertising will establish a certain personality-image for their products and establish brand (or enterprise) assets in consumers' minds. To achieve this, the "appearance" of advertisements must clearly show a certain image or atmosphere, and embody or strengthen the advantages of advertisers and their products. Therefore, when designing the first draft of advertising layout, the creative team must have a strong understanding of the expected image of the product or enterprise. Take forest land as an example, the reason why creative people combine the empty picture that occupies the main position with sparse copy is mainly for image. Advertising immediately left an indelible impression in the eyes of the target audience and added some value to the brand. Thirdly, after selecting the best design, the layout will play the role of blueprint, showing the proportion and position of each advertising element. Once the production managers know the size, number of pictures, layout, color and illustrations of an advertisement, they can judge the cost of making an advertisement. Thumbnail, a sketch used by artists to show the layout, is very small (about 3×4 inches), omitting details, which is the most basic thing. Straight lines or water ripples indicate the position of text, and boxes indicate the position of graphics. Then, the selected samples are further developed. In detail, the artist draws the actual size advertisement, puts forward the final text of the candidate title and subtitle, arranges illustrations and photos, and uses horizontal lines to represent the text. Advertising companies can submit details to customers, especially those who care about costs, and get their approval. From finalization to finalization (comprehensive typesetting/typesetting), the production has been very fine, almost the same as the finished product. The final draft is usually very detailed, with color photos, determined font style, size and matching small images, plus a smooth paper envelope. At present, the typesetting of the final draft and the collocation of image elements are all done by computers, and the printed advertisements are like four-color proofs. At this stage, all image elements should be finalized.
sample
The sample reflects the look and feel of a hand-held manual, multi-page materials or point-of-sale display. With the help of colored pencils and computers, the artist cleaned the samples, put them on hard paper by hand, and then cut and folded them according to the size. For example, the sample of the manual is bound page by page, which looks exactly like the real finished product. The final manuscript of typesetting combination handed over to the printing factory for copying must put the words and graphics in the correct position. At present, most designers use computers to complete this part of the work, without the process of imposition. However, some advertisers still keep the traditional layout combination method, marking black fonts and artistic elements (also known as imposition pasteup) in their respective positions on the blank version, and then covering them with transparent paper to mark the hue and position of colors. Before copying, the printing factory has to shoot the imposition with a large plate-making camera and set the basic tone, copy and film of the advertisement, so the printing factory often refers to the imposition as ready-made art of the camera, which may change the artistic elements of the advertisement at any stage of the design process-until the ink falls on the paper. Of course, in this way, the cost can also increase exponentially with the progress of the link, and the later, the higher the cost of change, even as high as ten times. Copywriters and designers always face the problem of "approval". The bigger the advertising company and the bigger the customers, the more complicated this procedure is. A new advertising concept must first be approved by the creative director of the advertising company, then by the customer department, and then by the product manager and marketing staff of the customer side. They often change one or two words and sometimes even overturn the whole expression. The legal departments of both parties will strictly review the copywriting and art elements to avoid problems. Finally, the senior management of the enterprise will review the selected concepts and texts. The biggest difficulty of "recognition" is how to avoid letting decision makers break the original style of advertising. The creative team has made great efforts to find a friendly advertising style, but a group of people who are not copywriters and artists have the right to completely change it. It is quite difficult to maintain the purity of art, which requires patience, flexibility, maturity and the ability to clearly and forcefully express important opinions and explain the reasons for artists' choice.
1 Adobe Photoshop simplified Chinese software category: image processing
Adobe illustrator csv11software language: English software category: image processing running environment: Win9x/NT/2000/XP/ Photoshop is a famous image processing software.
Photoshop is a famous image processing software, which is produced by ADOBE Company in the United States. It has a very powerful function in the decoration and treatment of photographic works and painting works.
2 Adobe Illustrator CSV11Adobe Illustrator is a powerful and perfect drawing software package, designed for output and web page making. This professional drawing assembly has become a powerful vector drawing tool, complete PostScript output, and closely integrated with Photoshop or other Adobe family software. Version 10 has added new drawing and automation advantages, such as arc, rectangular grid and polar grid tools. Increase the flexibility of editing and logo (editing a copy of the main object or image). You can use brushes and other creative tools on the toolbar, such as merging and data-driven coordinates, to help you build templates that link to the database. The new Illustrator also provides more network production functions, including image cropping and support for SVG enhancement.
3 Fireworks MX 2004 Simplified Chinese Software Language: Simplified Chinese Software Category: Image Processing
4 AutoCAD design
5-core drawing
6 3D animation software 3D Studio(3DS). Its full name is 3-dimension studio, which should be translated as "3D Image Studio" in Chinese. 3D Studio MAX (hereinafter referred to as MAX) is an upgraded version based on 3DS 4.x, which is presented to us with a brand-new Windows interface and more powerful functions. Making three-dimensional animation with MAX is like being a big director-you can arrange all the characters, props, lights, cameras, scenes (including clouds, fog, snow, lightning and other special effects scenes), dubbing, editing, synthetic shots and so on. If you are a designer, designing a product model with MAX feels like a sculptor and a magician. Complex models can be miraculously built almost instantly. It is easier to modify and create models with MAX, and you can focus your precious time and energy on making the design more perfect and ideal. No matter what purpose you use MAX for, you will fully appreciate the fun of "work is entertainment, and entertainment is work" when working with a computer.
It is no exaggeration to say that where 3D design is needed and 3D animation is needed, MAX is needed. MAX is suitable for experts or amateurs who are engaged in any of the following occupations: movie stunt, 3D and movie animation advertising design, industrial design, architectural and interior decoration design, packaging and decoration design, 3D game development, software development programmer (making software titles), teaching multimedia demonstration production, military scientific research and physical, chemical or biochemical research, and all computer players who are interested in 3D animation and 3D modeling.
Because of its powerful functions, 7 MAYA has had a great influence in the field of 3D animation, and has penetrated into various fields such as movies, radio and television, company presentations, game visualization and so on, becoming the leader of 3D animation software. The computer special effects shots in the prequel trilogy, Hollow Man, The Matrix, Gladiator, The Perfect Storm, Dinosaur and many other blockbusters were all done by Maya. Realistic character animation, rich brushes and nearly perfect hair and clothes effects are not only attracted by film and television advertising companies, but also attracted by many friends who like 3D animation production and are interested in the development of film and television computer stunts.
8 nonlinear editing software Adobe Premiere
ADOBE's PREMIERE is powerful and easy to operate, and it is in a leading position in non-editing software. The concept of timeline editing pioneered by it has become an industry standard. PREMIERE is a post-nonlinear editing software integrating audio and video, which is universal and compatible, supports a variety of graphics, video and audio formats, supports a variety of powerful third-party plug-ins, and supports most graphics cards on the market. PREMIERE, as the core software of nonlinear editing system, is a powerful tool for nonlinear editing in post-production of film and television. Premiere is widely used in various fields of video production: TV, multimedia, games, network production and many other aspects, with a wide range of practicality.
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