3.3 Symbols are a form of graphic design
The essence of flat graphic design is to use the flat media to convey information, which determines that it must be part of a generalized language. Therefore, the graphic design itself is an expression of the symbol; at the same time, it is based on the symbolic approach, the principle of the symbol as the basis and means. From this we can see how important and correct the use of symbols is for the purposes of information delivery. Finding a symbol x can accurately convey Y's information and become the key to the success of a graphic design work.
3.4 Graphic Design and Text Communication
Keller, one of the representatives of the movement, said: Fonts should be graphical elements. Font graphics are a highly unified form and content. The graphical character of the text has always been a creative material for designers. China has always studied paintings and paintings with the same origin, and the text itself has the beauty of graphics and reached artistic realm. Oracle began as early as in ancient times. So far its text structure still meets the principles of the composition of graphic aesthetics. The world’s text is also not in the form of images and symbols. Therefore, it is a breeze to find out the factors that make up the graph from the text.
Text graphics, that is, the text as the most basic unit point, line, face appear in layout layout. Make it a part of the layout layout, and even to achieve the overall picture and text, a unique form of layout, as shown in Figure 3.
The text plays a major role in the composition of print advertisements and is visually second only to graphics. When writing text:
1) The area of ​​the text in the advertisement is the layout of the area according to the number and content of the text unit. Through the change of the size of the characters, the characters are formed into groups of unequal size and area, so that the elasticity of points, lines, and surfaces are arranged in the characters of the screen, thereby creating different effects such as compact and comfortable for layout of the layout. Reading readers' burdens are lightened and their interest in reading can be increased. This can also result in layout, layout, and rhythm and visual impact.
2) The text should also pay attention to the text itself. In the composition of the text picture, the text content of different key points is expressed in different fonts, which is a common method in design. However, if the font is too much, the picture is unstable, and the font is too small and lacks necessary anger. The number of fonts is often the core of display advertising content. Combine graphics and text to reconstruct the new concept of a word, narrow down the connotation of the word itself, give it a specific meaning, or reinterpret it literally; process the word graphically, shape the text Treated as a graphic, the meaning of the word is used as the basic guiding idea of ​​the creative idea, and the intention is to expand the meaning with deformation, and to limit the transmutation of the form with intention, and to carry out the image processing of characters.
In terms of creative design of Chinese characters, they must be conceived in a correct and accurate manner. They cannot influence the main character of Chinese characters themselves, and they must not be misled. Design must seize the focus of creative design and emphasize the design of understanding of literal meaning. It contains two important points. Aspects:
1) It is a spatial layout of plotting and psychicization based on the meaning and structure of the text, borrowing graphic and symbolic processing.
2) The creative design of Chinese characters must pay attention to the Han nationality in the long-term use of Chinese characters in the process of forming a special national psychology - Wang Wensheng's aesthetic sense of conformity and conformity. The latter is the focus of the creative redesign of Chinese characters, which allows the designer's intentions to communicate with the viewers' minds and brings a high degree of uniformity in the sound and meaning of Chinese characters.
4 The performance of graphics in advertising design works
People are exposed to advertisements and can make a deep impression. It depends to a large extent on whether the performance of graphics in advertising works can capture consumers and resonate with consumers' hearts. Compared to text, graphics have dynamic screen components. From the use of three aspects to consider:
1) The number of graphics used should be small and refined. For most of the factory's works, the effect of the graphics is absolutely different. One or two pairs of high-quality pictures, vivid and prominent image, striking the theme of outstanding, can be as good as ten; and more than two graphics produced after the visual impact is relatively weakened, the screen anger is dull.
2) The area factor of the graph depends on the importance of the graph. Large-area graphics are often used to render the atmosphere and can produce strong impact. In particular, outdoor large-scale advertising posters need vivid images to capture the readers' sights so as to achieve the purpose of instantaneously conveying information. Small-scale pictures are used to help and deepen the impression of readers. Mailing advertisements and newspaper advertisements have a lot of time for readers to read the factory report. The graphic part can be relatively weakened, and the wording is strengthened as shown in Figure 4.
3) According to people's habits and emotional factors, the reader's perception of advertising directly adds to the effect of advertising.
In short, the purpose of graphic design is to communicate with people. As a designer, learning the tools of semiotics will make the design more effective. Design as a medium for conveying ideas is itself a symbol. Design is also composed of symbolic elements. Designers successfully select, combine, transform, and regenerate these elements and assemble them into symbols that refer to their own ideas, and become recognized by both themselves and their audiences. Symbols, combining graphic symbols with text, reconstruct the new concept of a word, narrow the connotation of the text itself, give it a specific meaning, or reinterpret it literally; process the word graphically. The shape of the text is treated as an image, and the meaning of the word is used as the basic guiding idea of ​​the creative idea. It is to expand the meaning by deformation, and to limit the transmutation of the shape by intention, and to carry out the image processing of characters. This is the true formation of communication. Relying on accurate and complete communication, the process of designing this thinking is complete and complete.
Source: "Packaging Engineering" Ren Shaohui [1, 2] [1] Wuhan University of Technology, [2] Shenyang Institute of Aeronautical Engineering,