Graphic design is to combine different basic graphics into patterns on the plane according to certain rules. Mainly in two-dimensional space, the boundary between the map and the ground is divided into contours to describe the image. The sense of space shown by graphic design is not a real three-dimensional space, but an illusion space formed by the visual guidance of graphics. The following are professional terms of graphic design, welcome to read.

Graphic design terminology

1. Harmony: In a narrow sense, harmonious graphic design is unity and contrast, and the two are not boring or chaotic. Broadly speaking, when judging the relationship between two or more elements or parts, the feelings and consciousness of each part are a whole coordinated relationship.

2. Contrast: also known as contrast, two elements with great qualitative or quantitative contrast are successfully arranged together, which makes people feel distinct and strong, has a sense of unity, makes the subject more distinct and works more active.

3. Symmetry: suppose a vertical line is set in the center of a graph, and the graph is divided into two equal parts, and the graphs of the left and right parts are completely equal. This is a symmetrical figure.

4. Balance: physically speaking, it refers to the weight relationship; In graphic design, it refers to the balance between distribution function and visual judgment according to the shape, size, weight, color and material of the image.

5. Proportion: refers to the quantitative relationship between parts or parts and the whole. Proportion is an important factor that constitutes the size of all units and the arrangement and combination of units in the design.

6. Center of gravity: The center of the picture is the center of vision. The change of the outline of the picture, the convergence and divergence of graphics, and the distribution of color or light and shade can all affect the visual center.

7. Sense of rhythm: sense of rhythm, with a sense of time, refers to the sense of movement generated when the same element is repeated in the composition design.

8. Rhythm: Simple unit combination and repetition tend to be monotonous in plane composition, and regularly changing images or color groups are arranged in a number ratio and equal proportion, thus generating a sense of melody of music and becoming rhythm.

(1) size comparison

The relationship between size and shape is one of the most important elements, which can almost determine the relationship between image and harmony. There is little difference in size, which gives people a gentle feeling, but there is a big difference in size, which gives people a distinct feeling and a strong feeling.

(2) Contrast between light and shade

Yin and yang, positive and negative, day and night, etc., such comparative sentences can make people feel the relationship between light and shade in daily life. Newborn babies can only distinguish light and shade visually at first, while animals such as cows and dogs can only simply distinguish black and white, but they can't easily distinguish chromaticity or hue. Therefore, light and shade (black and white) is the most basic element in color sense.

(3) Thickness comparison

The thicker the font, the more masculine it is. If it represents fashion and women, it is usually expressed in small print. If the weight of fine words increases, the coarse words will decrease, so that the collocation looks brighter.

(4) Comparison between curve and straight line

The curve is full of softness and relaxation; The straight line is hard, sharp and masculine. In nature, the two are properly mixed. Usually, we don't pay attention to this relationship. However, when a curve or a straight line emphasizes a certain shape, we have a deep impression and corresponding emotions. So in order to deepen the impression of the curve, we often use some straight lines to emphasize it. In other words, a few straight lines will make the curve more eye-catching.

(5) Contrast of texture.

In ordinary people's daily life, we may rarely hear the word texture, but in art, texture is a very important shaping element. Such as a sense of relaxation, smoothness, wetness, etc. Are descriptions of texture. Therefore, texture not only expresses emotion, but also blends with it.

When we observe a painter's works, we often pay attention to the composition of color and painting. In fact, texture is the main factor that determines the style of the work. Although colors or objects will change, the basic texture is closely related to the essence of a painter and is not easy to change. It is easy for laymen to overlook this point. In fact, this is the most important basic element, and it also has the strongest influence on emotion.

(6) Position comparison

Placing an object on both sides of the picture can not only play an emphasis role, but also produce contrast. There are potential power points in the top, bottom, left, right and diagonal of the picture, and the hidden power can be displayed by arranging photos, titles or signs and marks. At this power point. Therefore, in the potentially opposite position, placing completely different modeling elements can show contrast and produce a compact picture.

(7) Comparison between master and slave

Layout design is the same as stage design. When the relationship between the protagonist and the supporting role is clear, the audience's psychology will settle down. Clearly indicating the master-slave technique is a very orthodox composition method, which will make people feel at ease. If the relationship between the two is vague, people will be at a loss. On the other hand, if the protagonist is too strong, he will lose his sense of movement and become a vulgar picture.

The protagonist in the play will be known to everyone at a glance. If the layout can also show who is the protagonist, readers will know more about the basic knowledge of content graphic design. Therefore, the master-slave relationship is the basic condition of design and configuration.

(8) Dynamic and static comparison.

The beginning of a story has a beginning, a description, a change and a result. In a courtyard, there are rockeries, pools, vegetation, waterfalls and so on. Similarly, there are intense dynamic and quiet parts in the design and configuration.

The shape of diffusion or flow is "dynamic". Horizontal or vertical rebar shapes are "static". The two are arranged in opposite places, and the "moving" part occupies a large area.

The "quiet" part occupies a small area, with appropriate white space around it to emphasize its independence. This arrangement is generally used to configure the key points of the four corners of the picture. Therefore, although the "quiet" part only occupies a small area, it has a strong sense of existence.

(9) Various comparisons.

There are also various contrasts between curves and straight lines, vertical and horizontal, acute and obtuse angles. If we combine the contrast mentioned above with these elements, we can make a varied picture.

(10) ups and downs

The space of the whole layout is dynamic because of various forces, and then dominates the space. Dynamic shape and dynamic shape cooperate with each other to make the spatial change more vivid.

When we want to build a rockery garden, we should pay great attention to the outlet of running water, because the outlet of running water is the starting point of the movement, and the whole garden will be affected by it. When it comes to layout, the principle is the same, and the starting point and the receiving point will echo each other and coordinate with each other. The greater the distance between the two, the more obvious the effect, and both ends of the screen can be used. However, special attention should be paid to the balance between the starting point and the receiving point, and the strength should be appropriately changed. If one side is too weak, it will not cause * * *.

(11) Maps and the ground

When the light and shade are reversed, the relationship between the map and the ground will change. Generally, printed matter is printed in Braille on white paper, in which white paper is called ground and black text is called map. On the contrary, sometimes the effect of anti-white characters is printed on black paper. At this time, the black background is the ground and the white characters are pictures, which is the phenomenon of black-and-white conversion.

(12) equilibrium

When walking and kicking a big stone, your body will fall down because you lose your balance. At this time, it is natural to stretch out a hand or a foot quickly to keep the balance of the body. According to this natural principle, if we change the position of each part of a good original and compare it with the original, it is easy to understand the composition principle of the sense of balance.

(13) Symmetry

Starting from one point and spreading to the left and right at the same time is called left-right symmetry, which is called symmetry in English. Complex states such as vortex shapes can be developed by applying the principle of symmetry.

In daily life, there are indeed many common symmetrical things, such as the configuration of Buddha statues or the configuration of Japanese shrines. Symmetry will show the image of Gauguin harmony and stylization.

(14) emphasize

The layout of the same style, without affecting the style, will have an emphasis effect by adding appropriate changes. Focus on breaking the monotony of the layout, so that the layout is full of vitality, vividness and change. For example, the layout is all arranged in words, which looks very dull. If you add illustrations or photos, it is like a stone thrown into calm water, causing waves of ripples.

(15) Proportion

The characteristic of Greek art is "golden ratio". When designing the length, width and height of buildings and the types and positions of columns, if we can refer to the "golden ratio", we can produce a unique architectural style in Greece and a stable and moderately tense visual effect. Length ratio, width ratio, area ratio, etc. , can play the same role as other shaping elements, showing an excellent image. Therefore, it is very important to use an appropriate proportion.

(16) sense of rhythm

Shapes with the impression of * * *, repeated arrangement will produce a sense of rhythm. You don't have to use the same shape, as long as you are impressed. Three or four appearances can create a relaxed sense of rhythm. Sometimes only using feature modeling twice will produce a sense of rhythm.

(17) Around the center of gravity

There are subtle differences between left and right in people's feelings. Because there is a particularly attractive place in the lower right corner. When considering the balance between left and right, how to deal with this place has become a key issue.

Human vision is more natural for the flow from the upper right to the lower left. When arranging words, leave the lower right corner blank to arrange titles and illustrations, which will produce a natural flow. If it is reversed, it will lose its balance and appear unnatural. This sense of balance in the left and right directions may be related to people being right-handed!

(18) Centripetal and Diffusion

In our emotions, we are always aware of the central part of things. Although we look at things carelessly, deep down, we always want to detect the central part, which seems to be the case, so that we can feel safe, which constitutes the visual centripetal force. Generally speaking, heart-shaped looks gentle, which is also a popular way, but it is easy to become mediocre. Centrifugal typesetting can be called diffusion. Examples of common diffusion in modern arrangements.

(XIX) ﹞JUMP rate

In layout design, the size of the title must be determined according to the content. The ratio of title to article size is called jump rate. The greater the jump rate, the more lively the layout; The smaller the jump rate, the higher the layout style. According to this scale, it is easy to judge the effect of layout. After the title and font size of this article are determined, it is also a considerable knowledge to consider the proportional relationship between the two sides and how to further adjust it.

(20) Unity and harmony

If too much emphasis is placed on contrast, too much space is reserved or too many shaping elements are added, it is easy to cause confusion in the picture. In order to reconcile this phenomenon, it is best to add some * * * elements to make the picture have a * * * style and a sense of overall unity and harmony.

Reusing things with the same shape can make the layout feel harmonious. If you put things with the same shape together, you can have a continuous feeling. The combination of them can produce a unified and harmonious effect.

(2 1) conductor

According to the direction seen by the eyes or the direction pointed by the object, a guide line is generated in the layout, which is called a wire. Designers often use metal wires to make the whole picture more eye-catching when composing. Basic knowledge of graphic design: graphic design.

(22) the form of image

Generally speaking, the four corners (corner version) are standard forms, and other forms belong to deformation. The four corners of the corner version are at right angles, giving people a sense of regularity and few expressions, while other deformations present various expressions. For example, a triangle that becomes an acute angle has a sharp and distinct feeling; The shape is close to a circle, and it has a gentle and weak feeling.

The same curve has different expressions. For example, a circle drawn with a ruler and instruments has a hard texture, while a circle drawn by hand has a soft round curve.

(23) Horizontal line

At dusk, the horizon and the sunset blend together, and at dawn, a brilliant sunrise rises from the horizon. The horizontal line gives people a sense of stability and composure. No matter the beginning or the end of a matter, the horizontal line always expresses a static moment.

(XXIV) Vertical line

The sense of activity of vertical lines is just the opposite of that of horizontal lines. Vertical lines represent upward stretching activities and have a hard and rational image, which makes the layout appear calm and bright. If the verticality is unreasonably emphasized, it will become cold and stiff, making it difficult to get close.

The contrast between vertical lines and horizontal lines can make their properties more distinct, which not only makes the picture feel compact, but also avoids the cold and rigid situation, complements each other and makes the layout more complete.

(25) Sunny days, cloudy days

From the dark cave, when looking at the bright scene outside, the characters in the cave are always represented by outlines, while the scenery outside needs to be carefully drawn. This is an incredible space to grasp the daily situation and abnormal light and shade at the same time.

The normal light and dark state is called "sunny", and vice versa. When composing a composition, we can draw new images with different daily feelings by using the light-dark relationship between sunny days and cloudy days.

(26) Blank area

The fast-talking way is suitable for the evening news broadcast, not for the host, because there is too little white space in every sentence. It is also important to talk about the amount of white space in layout design. Even the same photo, the same sentence will be difficult to express the exact image because of the amount of blank space.

No matter how balanced the layout is, no matter how beautiful the article is, readers will give it a good score as soon as they see the blank space of the layout.

(27) Page rate

On design paper, the typesetting area used in this paper is called layout, and the proportion of layout to the whole page area is called layout rate. The amount of white space has a decisive influence on the impression of the layout. If the blank part is added, the style will be improved and the typesetting will be more stable; Leaving less white space will make people feel lively. It is obviously not suitable to use more blank space when designing informative magazine pages.

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