The Elements of Visual Impact in Graphic Design (I)

Advertising can be divided into three types: visual, auditory, and audio-visual. A print advertisement is a visual advertisement. 70% of the public's information is obtained from the visual. The printing categories include: newspaper advertisements, magazine advertisements, posters for posters, product samples, calendar advertisements, mail advertisements, wrapping papers, and the like. Non-printing categories include street signs, residential walls, bodywork, and light box advertisements. These visual advertisements appearing in the form of planes belong to the category of print advertisements.

Graphics, copywriting, and color are the three major elements that make up a print ad. These elements play a different mission in advertising.

The graphic elements include illustrations, registered trademarks, and outline elements of the screen. The elements of the copy include the title, the wide-character language, the text, and the attachment elements. The elements of the color include elements of hue, lightness, and purity.

Image communication

Graphics is the main component of print advertising. It can visually represent advertising themes and advertising ideas. The illustrations can be black and white, inkjet illustrations, illustrations, photographs, etc. The forms of expression are realistic, symbolic, cartoon, cartoon, decorative, and composition.

Illustration is the use of visual art language to disseminate information, it has the characteristics of visualization, concrete, and direct, is a universal language, everyone can see. The design of the illustration is carried out under the guidance of the overall advertising strategy. The contents of the performance must be closely related to the theme of the advertisement, highlight the personality of the product information, and create a creative and appealing graphic language. The graphics of "odd", "different", and "strange" are not the goals pursued by the designer. The easy-to-understand and concise graphical language is the necessary condition for achieving a strong visual impact so that the public can understand the theme of advertising. , understanding and memory. Trademarks are the eyes of print advertisements and constitute an important element of the layout. They are the most effective and reliable symbol of product and corporate image formation. They are the symbols through which the public identify goods and are the guarantee of the quality of goods and the reputation of the company. It has the role of guiding the public to purchase, open up the market, and consolidate the market. Simple and concise trademark features with a unique personality, strong visual effects, can leave a deep impression on the public in an instant.

The outline line refers to the frame borderline frame of the advertisement. Its role is to make the advertisement layout have a separate space to control the public's field of vision. The contour lines are used to induce the public's eyesight to move to the advertising theme while avoiding other information. Visual disturbances. The application of contour lines can increase the beauty of the advertisement layout, and the series of advertisements adopt the same “personalized” contour line, which can enhance the repeated impression of the advertisement layout. Contours can be in the form of lines, curves, slashes, patterns, or patterns. The selection of contour lines should be based on the overall advertising strategy to determine the use of the form, not too peculiar, outrageous guests will affect the advertising layout of the graphics and copy.

Copywriting

Text is an indispensable constituent element of print advertising. Creative elements of advertising are used in conjunction with graphic elements to attract attention, disseminate information, and persuade objects.

The title is the key element in the copywriting. It is the title of the advertisement and has the function of attracting attention, interest, and enticing the text.

When the title is arranged in the layout, according to the different topics of the advertisement and the needs of the graphic modeling, different fonts, font sizes are used, and the visual art language is used to guide the public's eyes to consciously transfer from the title to the graphic and the text.

The visual language creation of the title is one aspect of advertising creativity, while the creation of the title copy is another aspect of advertising creativity. It will affect whether advertising topics are the key to public attention. There are three types of title copy: 1 Direct title: Straightforward, simple and clear, to understand the content of advertisements at a glance; 1 Indirect title: Do not directly identify advertising themes, inducing the public to read the text through the use of graphics or using philosophical words. Z3 composite title: It is a combination of direct and indirect use, using a combination of positive and subtitles.

The headline form has 1 memorandum style, truthfully describes the main points of the advertisement body 2 news type, provides information to the public in the form of publishing news, emphasizes the characteristics of the news; 3 questions, proposes "why?", "what to do?" Problems to arouse consumer's thinking and resonance; 4 praise styles, boasting the strengths of commodities, but not to be false; 1 comparative, new and old product comparisons to prove the advantages of new products; 5 suspense, with Suspense makes people amazed and arouses the public's attention; 1 guides, sincerely offers ideas for consumers, gives suggestions to gain the trust of consumers, 3 promises, tells the public in candid language, the goods can give them What are the benefits; 4 repetitive, repetitive titles can stimulate consumers' memory and achieve the purpose of enhancing memory; indirect, use indirect language to avoid consumer's secrets and privacy; appeal style, use advice, hope, appeal tone Urging people to take action; absurdity, absurdity is not real, unreasonable, well used, absurd will give people a true and credible Influence, one can understand the content of advertising.

The text is the description of the product that the advertisement is to disseminate. It describes the content of the product in detail and has the function of explaining, answering, encouraging, and calling. The content of the body should be written in plain everyday language, easy to understand, vivid, appropriate, vivid, and exciting, so that the public feels approachable and convincing to trust in commodities in order to achieve the purpose of dissemination of information. Concentration is appropriate when the text is arranged. It is usually placed below the layout, and it can also be placed in the left or right position.

Advertising slogans, also known as slogans, are repeatedly used within a certain stage of the overall advertising strategy. They are used to reflect the spirit of the enterprise or to promote the characteristics of the goods and to attract the public's attention. They can leave a deep impression on people. The slogan must be easy to read, remember, and rhyme. You can place any place on the layout during the layout, but you must place your head after the headline. Attachment refers to the advertiser's company name, status, zip code, telephone, telegram, fax number. Make it easier for the public to get in touch with advertisers and purchase goods. It is generally placed below the layout or in a minor position.

Color communication

Color has a quick appeal to feelings in the performance of advertisements. It is closely related to the physiological and psychological reactions of the public. The public's first impression of advertising is obtained through color. Bright, elegant, gray and other color feelings affect the public's attention to the content of advertisements. Bright, crisp, and harmonious color combinations will be more attractive to the public. Old, broken colors will cause the public to produce “this is an old advertisement” without attracting attention. Therefore, color has special appeal in print ads.

The modern print advertisement design consists of three elements: color, graphics, and copywriting. Graphics and copywriting cannot depart from the expression of color, and color communication is in the first place in a certain sense.

Color consists of three elements: hue, lightness, and purity. Hue is red, yellow, green, blue, black and other different colors. Brightness refers to the degree of lightness or darkness of a single color; purity is the vividness or saturation of a monochromatic hue, also known as saturation.

In the use of color in advertising, designers should show the theme and creativity of advertising and fully demonstrate the charm of color. First of all, we must carefully analyze the various factors of research. Due to differences in life experience, age, cultural background, customs and physiology, people have a certain subjectivity. At the same time, people have a symbolic and emotional expression of color. Many common feelings. In the color configuration and color tone design, the designer must grasp the color of the cold and warm contrast, contrast between brightness and darkness, purity contrast, area comparison, mixed blending, area blending, brightness blending, hue blending, blending, etc. The color tone should maintain the balance of the picture, the echo of the color, and the rationality of the color. The advertising picture has a clear main tone, and it is necessary to handle the relationship between the graphic color and the ground color.

Designers should be clear about color positioning. When the advertisement is located in highlighting the trademark, it is necessary to consider the personality characteristics of the company and the image color of the enterprise, and to strengthen the public's identification of the advertisement through color positioning. When highlighting the prominent product, it is necessary to emphasize the image color of the product.

The purpose of color communication is to fully express the personal characteristics and functions of commodities and enterprises, to suit the aesthetic flow of the consumer market, and to use color design ideas to create a more focused, stronger, and simpler image, and to increase the public’s awareness of advertising information. Cognitive level, to achieve the purpose of information dissemination.

In addition to visually giving people a kind of beautiful enjoyment, graphic design conveys a kind of information and a concept to the vast majority of consumers. Therefore, in graphic design, it is not only to pay attention to the visual aesthetics but it should Considering the consideration of information transmission, graphic design is mainly composed of the following basic elements: title, text, slogan, illustration, trademark, company name, outline, and color. Whether it is the current press ads, mail advertisements, or advertising posters that we often see, these elements are formed through clever arrangements, configurations, and combinations. (to be continued)