Poster design is very particular about expression. Here I bring you the expression of poster design, hoping it will be useful to you.
What are the direct display methods of poster design?
This is one of the most common and widely used expressions. It shows a product or theme directly and truly on the advertising page, and makes full use of the realistic expression ability of photography or painting. Deliberately depict and emphasize the texture, shape and functional use of the product, presenting the exquisite texture of the product attractively, giving people a realistic sense of reality and making consumers feel intimate and trust in the advertised products.
This technique directly pushes the product to consumers, so we should pay great attention to the combination and display angle of the product on the screen, highlight the brand of the product and the most touching part of the product, and set off the product in an infectious space with colored light and background, thus enhancing the visual impact of the advertising screen.
The salient features of law
Use various ways to grasp and emphasize the distinctive features of the product or theme itself, and clearly show them, and put these features in the main visual parts of the advertising picture or set them off, so that the audience can feel it immediately when they come into contact with the language picture, attract attention and generate visual interest, and achieve the promotion purpose of stimulating the desire to buy.
In advertising performance, these characteristics that should be highlighted and rendered are generally determined by the unique ability of product image, manufacturer's corporate logo and product trademark.
The technique of highlighting features is also a common and widely used expression technique, and it is one of the important techniques to highlight the theme of advertisements, which has significant performance value.
Contrast and contrast method
Contrast is the most prominent expression of artistic beauty that tends to conflict with opposites. It puts the nature and characteristics of the things depicted in the works in sharp contrast and direct contrast, so as to express and contrast, and achieve centralized, concise and tortuous performance from the differences presented by comparison. Through this method, the performance and characteristics of products are more clearly emphasized or prompted, giving consumers a profound visual experience.
As a common and effective expression, it can be said that all arts benefit from comparative expression. The application of contrast not only makes the advertising theme more expressive, but also full of interest, which expands the appeal of advertising works. The successful application of contrast method can make the seemingly ordinary picture processing contain rich meanings and show the different levels and depths of advertising theme performance.
Reasonable exaggeration
With the help of imagination, a certain aspect of the quality or characteristics of the propaganda object is obviously exaggerated in order to deepen or expand the understanding of these characteristics. Writer Gorky pointed out: "Exaggeration is the basic principle of creation." Through this technique, we can emphasize or reveal the essence of things more clearly and enhance the artistic effect of works.
Exaggeration is generally the pursuit of novelty and change, exaggerating the characteristics and beauty of the object through fiction, giving people the feeling of novelty and change.
According to the characteristics of its performance, exaggeration can be divided into morphological exaggeration and facial exaggeration. The former is a superficial treatment, while the latter is a hidden treatment. Through the use of exaggeration, the artistic beauty of advertising has been injected with rich emotional color, making the product unique and touching.
Look at the big picture from the small.
In advertising design, three-dimensional images are emphasized, selected and concentrated, and a point or part is described or extended and enlarged with unique imagination, so as to fully express the theme. This kind of artistic treatment, which focuses on points and areas, sees the big from the small, and is incomplete as a whole, has brought great flexibility and infinite expressive force to the designer, and at the same time provided a broad imagination space for the receiver, and gained vivid interest and rich associations.
Seeing the "small" in the big picture from an early age is the focus of advertising picture description and the center of visual interest. It is not only the concentration and growth of advertising creativity, but also the unique arrangement of designers. Because it is no longer "small" in the general sense, but the product of the refinement of small and big, and it is a concise and deliberate pursuit.
Use association method
In the aesthetic process, rich association can break through the boundaries between time and space, expand the capacity of artistic image and deepen the artistic conception of the picture.
Through association, people often see themselves or their related experiences in the aesthetic object, and the aesthetic feeling is particularly strong, so that the aesthetic object is integrated with the people who judge Microsoft in the United States, thus producing a voice of aesthetic feeling in the process of association, and the intensity of their feelings is always strong and rich.
Humor method
Humor method refers to the clever reproduction of comedy features in advertising works, grasping local things in life phenomena and showing them through some ridiculous characteristics such as human nature, appearance and behavior.
Humor often uses interesting plots and ingenious arrangements to extend some things that need to be affirmed to the level of comics, resulting in a humorous artistic conception that is full of fun and funny. The contradiction and conflict of humor can achieve unexpected and reasonable artistic effect, arouse the audience's knowing smile and play the role of artistic appeal in a unique way.
Borrowing analogy
Metaphor refers to choosing two things that are different in this copy but similar in some ways in the design process. "This thing is used as a metaphor for another thing" is not directly related to the theme, but it has some similarities with some features of the theme at a certain point, so it can be used to play a role and be transformed to obtain the artistic effect of "tactfully expressing ideas".
Compared with other expressions, metaphor is subtle and sometimes difficult to see at a glance, but once understood, it can give people an endless feeling.
The way to support things with emotion
The most direct influence of art is emotional factors, and aesthetics is a process in which the subject and object of beauty constantly exchange feelings and produce buzz. Art has the characteristic of conveying feelings. The phrase "those who touch people's hearts are not before feelings" has already explained the role of emotional factors in artistic creation. In the way of expression, we should pay attention to choosing the content with emotional tendency, set off the theme with beautiful feelings, and truly and vividly reflect this aesthetic feeling, so as to gain the power to impress people with emotion and give play to the power of art to infect people. This is the literary focus of modern advertising design, pursuing beautiful artistic conception and interest.
Suspense arrangement method
The mystique and confusion of expression techniques make people feel confused at the first sight about the advertising picture, resulting in a state of doubt and tension, causing layers of waves in the audience's psychology, producing exaggerated effects, driving consumers' curiosity and strong actions, opening positive thinking associations, arousing the audience's strong desire to further understand the meaning of advertisements, and then pointing out the theme of advertisements through advertising titles or words, so as to relieve suspense and leave unforgettable psychological feelings.
Suspense technique has high artistic value. First of all, it can deepen contradictions and conflicts, attract the interest and attention of the audience, produce strong feelings and produce fascinating artistic effects.
Idol selection method
In real life, people have their own objects to worship, worship or imitate, and they all have a psychological desire to be as close as possible to them, so as to obtain psychological satisfaction. This technology is aimed at people's psychological characteristics. It captures people's admiration for star idols, selects idols worshipped by the audience and conveys them to the audience with product information. Because celebrity idols have strong psychological appeal, with the help of celebrity idols, we can greatly improve the impression and sales position of products, establish the reputation of famous brands, produce unspeakable persuasion, induce consumers to pay attention to the products praised by celebrity idols in advertisements, and stimulate their desire to buy. The choice of idols can be a super female star with extraordinary temperament, or a world-famous male star attraction; It can also be a world-famous master of sports men and women. Others can also choose politicians, celebrities, masters of art, war heroes, handsome men and beautiful women. The choice of idols should be consistent with the character of the products or services advertised, otherwise it will give people a far-fetched feeling, which will lead to psychological rejection and thus fail to achieve the expected purpose.
Funny imitation
This is a creative metaphor, which adopts the way of borrowing the new and returning the old in a meaningful way, and takes famous works of art and celebrities familiar to the general public in the world as humorous images. Through ingenious plastic performance, famous paintings and celebrities have a sense of humor, giving consumers a brand-new and unique visual impression and relaxed fun, improving the advertising effect with its abnormality and mystery, and increasing the price and attention of products.
This kind of expression technique puts the persuasiveness of advertisements in a humorous interest that is close to comedy, which makes people admire, laugh, never forget, and leave a charming aftertaste.
Magic psychedelic method
Using abnormal exaggeration, we construct mythical and fairy-tale pictures with infinite imagination, and reproduce reality in fantasy scenes, resulting in a certain distance from real life. This expressive technique, which is full of romanticism and freehand brushwork over realism, is full of appeal with a sudden magical visual sense, giving people a special aesthetic feeling and satisfying people's whimsy for exotic and changeable aesthetic taste.
In this expression, artistic imagination is very important. It is a sign of developed human intelligence, and everything needs imagination, especially art. It is no exaggeration to say that imagination is the life of art.
From the beginning of creative conception to the end of design, imagination is active. The outstanding feature of imagination is its creativity. Creative imagination is the beginning of new meaning excavation and new image generation and display. Its basic trend is to transform the experience evoked by association, and finally form a new image with unique aesthetic creation, which has a shocking and powerful force.
Continuous series method
Through continuous pictures, a complete visual impression is formed, and the advertising information conveyed through pictures and words is very clear, prominent and powerful.
Advertising image itself has vivid and intuitive image, which can deepen consumers' impression of products or services, achieve good publicity effect, and play a great role in expanding sales, establishing famous brands, stimulating purchasing desire and enhancing competitiveness. As the premise of design strategy, it plays an important role in establishing corporate image.
As the basis of designing composition, it is very important to grasp the formal psychology. From the visual psychological point of view, people refuse the monotonous and unified form and pursue diverse changes. The continuous series of expression techniques conform to the basic law of formal beauty, that is, "diversity is unity", which makes people see "difference" in "similarity" and seek change in unity, forming artistic effects that are both diverse and unified, contrasting and harmonious, and strengthening artistic appeal.
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