1. Text, as an element of visual image, must be readable first. At the same time, different font changes and changes in size and area will bring different visual feelings. Text layout design is one of the important means to enhance visual effect and personalize layout. In brochure design, the selection and application of fonts should be easy to identify and read, and the text should not lose its most basic information transmission function because of blind pursuit of effects. Especially when changing the font shape and structure, using special effects or choosing calligraphy or handwriting, we should pay more attention to its recognition.
In the whole brochure, don't change the fonts too much, and pay attention to the harmony between the selected fonts. The title or suggestive text can be changed appropriately, and the internal text style should be unified. The arrangement of characters should conform to people's reading habits, for example, the number of words per line should not be too many, and appropriate spacing and spacing should be selected. You can also use different font layout styles to create novel layout effects and bring different visual feelings to readers.
2. Graphics is a visual language, which uses images and colors to spread information, ideas and exchange ideas intuitively. It can transcend national boundaries, eliminate language barriers and enter various fields to communicate with people. It is a universal visual symbol of human beings.
3. Color is an important part of the elements of brochure design. It can create an atmosphere, contrast the theme, strengthen the visual impact of the layout, and directly attract people's attention and emotional response; On the other hand, it can reveal the personality characteristics of themes and images more deeply, strengthen perception, leave a deep impression on people, and give people beautiful enjoyment while transmitting information.
The color design of the brochure should proceed from the whole, pay attention to the overall unity of the color relationship between the constituent elements, and form the basic tone that can fully reflect the theme content; Consider the contrast and adjustment of various factors such as lightness, hue and purity of color. The designer's accurate grasp of the main tone can help readers form an overall impression and better understand the theme.
In the design of brochures, the use of symbolic colors and color associations and symbols of commodities can enhance the communication effect of commodities. Different kinds of goods are often represented by colors that suit their feelings, such as food, electronic products, cosmetics, medicines and so on. , the colors are very different; Similar products can be subdivided according to their uses and characteristics. Such as food, generally speaking, most of them choose high-purity and clean-feeling colors to express; Among them, red, orange, yellow and other warm colors can better express the feelings of color, fragrance and taste, arouse people's appetite, so they are widely used to express food; Brown is often used to refer to some bitter and fragrant foods, such as chocolate or coffee; Green gives people a fresh feeling and is often used to express vegetables, melons and fruits; Blue has a cool feeling, and is often used to express frozen food, refreshing drinks and so on.
In the process of using color, we should not only pay attention to the typical sexual performance, but also express our own personality. If the colors used are similar, the fresh visual impact will be lost. This requires breaking the conventional or customary color restrictions in design, being brave in exploration, and designing novel and unique color styles according to the performance content or product characteristics. In a word, the color design of the brochure should not only be based on the content of the promotional materials and the characteristics of the products, but also be unique among similar designs. Only in this way can we strengthen recognition and memory and achieve good visual effects.
4. Layout The layout methods and rules we introduced in the chapter of layout design are also applicable to the design of brochures.
Designers should not only see the independent characteristics of words, graphics, colors and the arrangement of each component element when designing enterprise publicity albums, but also treat the whole album design as a whole, so that the four basic elements can be harmoniously combined into a whole, thus producing perfect visual effects.