The cover is the appearance of books and is the main part of book design. In addition to the protective effect of the seal, the more important role is to publicize, that is, the small advertisement of this book. Therefore, the seal should have advertising effect. However, the effective distance of the seal propaganda effect is different from that on the advertising wall or poster column on the street. It is a relatively small printed product placed in the window, and there is a distance of 2-3 meters. Protecting seals is also different from general painting. It is subordinate to books and reflects the content, nature, and spirit of books. If you leave the books, you won't be able to design seals. Therefore, the design of the jacket should take into account the cultural nature. It is different from the highly effective product advertisement paintings and is also different from the independent painting creations. It can reflect the spirit of the book content and give people the enjoyment of art and the joy of reading. Art work.
1. Idea
Conception is the first and most important step in the design of the seal. The Chinese painting theory advocates that "intentionally precedes writing." The so-called "idea" is conception, conception is the soul of artistic modeling, and the design of seal protection is no exception. Some common seals are simple to illustrate and translate content or titles, which are not only bland, but sometimes even distorted. Some of the seals, although they have a strong sense of form, and even follow the rules of art, are not ideological. They may make people like it for a while, but they soon forget it. However, we have also seen some excellent ideas and profound seals, which are incomparable and repetitious. The reasons for this difference, the quality of the concept and the depth are the main ones.
When the designer reads the manuscript or understands the contents of the book, the idea activity begins. So we say that conception is the beginning of design. Since the seal can reflect the content of the book, it is only one point, one side, or one angle. It cannot and does not need to reflect all of the content. Therefore, we must seize the essence and typical of the content, and refer to the living materials and materials for generalization and refinement. Then expand your imagination wings. At this time, many ideas are full of ideas. Some flashed through, some looming, gradually emerged in various programs. Some accidentally obtained, the so-called inspiration. On this basis, more drafts should be drafted. In many drafts, after a series of screenings and comparisons, supplements and improvements, choose the most ideal one. This plan may be successful, and it may be partially or completely overturned, further generating better solutions. Obviously, the concept activity is a process of understanding and continuously improving things. The idea of good and bad and success or failure is based on the designer's accumulated ideological sentiments, cultural and artistic accomplishments.
Different types of books have different characteristics. Literary books use characters to depict images. Political books are logical ideas. Scientific books or books have images or no images. If only existing images are used, they are not sufficient to reflect the essence of the content. Because of this, designers must be good at translating logical thinking that is not easily understood by the reader into a concise and vivid image.
In creative activities, the use of association, metaphor, symbol, personification, empathy, abstraction, exaggeration, creation of artistic conception and atmosphere can make clever ideas and depths, and trigger emotional communication, resonance and extension between designers and readers. To complete a complete aesthetic process. The brilliant designer pursues the realm of “exhaustion”. The reader's appreciation of the aesthetics does not stop at the limited image of the seal, but continues to extend to the depth and breadth, so that the end point created by the designer becomes the starting point for readers to recreate. However, the seal is an art of visual communication. Good ideas must also be expressed through appropriate forms and techniques.
2. Performance techniques. Sealing performance methods can be roughly divided into three types:
(1) Realistic techniques. The contents of the book are directly represented by the specific plots and images in the book, so it is also called direct expression. For example, in a book describing war, he painted fierce war scenes, a book on agricultural production, and painted tractors or farm fields. This kind of expression is intuitive and easy to understand. It is used in literary books, children's books, and intellectual reading books.
(2) Symbolic techniques. Using the methods of association, metaphor, symbol, and abstraction to indirectly reflect the spirit of the book, it is also called an indirect expression technique. For example, pens or manuscripts are used for literary theory books, facial or curtains are used for drama books, musical instruments or musical notes are used for music books, and the like. If this method of expression is used well, it is more subtle and more memorable than realism. It is more artistic.
(3) Decorative techniques. It is represented by lines, blocks of color, and decorative patterns coordinated with the spirit of the book. This method of expression is suitable for protecting seals that are not suitable for expressing the contents of books with specific images. It is used for theoretical books and academic works.
These three kinds of expressions have different characteristics. According to the content and nature of the books, they should choose appropriate expressions. But it does not mean that a certain type of book is sealed. It is only appropriate to use a certain expression technique. Sometimes these techniques are also used repeatedly.
3. Design factors. Text, image, color, and composition are four factors in the design of the seal.
The text is an integral part of the seal. A book always has the name of the book, the name of the author, and the name of the publisher. The title of the book is the main item of the text part. The title can be selected using the appropriate typeface, but it can also be written according to design requirements. This type of book title is generally called a book inscription. The title of the book not only helps the reader understand the content of the book in a literal sense, but also enhances the expression and expression of the content of the book by the characteristics of the font itself. Some common seal designs are very good, but the word processing is not proper, it forms a fly in the ointment, and even destroys the entire work. Therefore, the choice of font, its size, position, arrangement and color should be closely matched with the overall composition, making the text a perfect part of the design of the seal.
Some of the seals do not have any specific image, only the text itself. Many people often overlook this text-only jacket. Many examples prove that using words alone can produce impressive and decorative seals. If we use the text only to highlight the name of a book or a set of text on the screen and put the rest of the text back, we may get a magnificent effect. Because this type of seal has an advantage, the text can express itself without restriction, and the image protector can't use words and cannot express itself. Another advantage is that the text is easier to match with the font of the cover and the body text than the image. In addition to the large size of the body font, other fonts, calligraphy or self-designed fonts can also be used like the title page. This method of using other fonts is more flexible than the cover or cover page in the cover, because the relationship between the cover and the book is relatively loose. The purpose of using other fonts is mainly to improve the expressiveness of the title. Typing a trumpet body font beside a book name using another font is the most convenient way to get in touch with the inside of the book. This kind of text-only seal is very suitable for political books, classics and science and technology books. Other kinds of books are also entirely possible.
Enclosure design generally focuses on the two factors of text and image. In addition to the necessary text, the image part has a wider range of materials.
Lines, broad sides, geometric shapes, especially pattern patterns in printed fonts have very good decorative effects and endless combinations of methods. We can not only combine them into two-consecutive, four-contiguous, box-like, small floral ornaments, but also can be freely combined with lines, broad-sides, geometric shapes, etc., and find very beautiful changes in color. However, its use is also linked to the content and nature of the book. Seals designed using this method have very high achievements in the United Kingdom, Germany, Sweden and Hungary.
Another approach is to use decorative or symbolic decorative motifs with the content of the book. The logo of the popular publishing house in recent decades is a symbolic decorative pattern. It symbolizes a certain type of book in a certain publishing house and is worth advocating. Decorative patterns are used in a wide range of applications, from ancient or ethnic forms of decoration as symbols of classical books or ethnic book styles, to books that use modern abstract art to play with fun things and have inexhaustible sources. However, the application of pattern decoration must also be linked to the spirit of the contents of the book, and cannot be applied indiscriminately.
Most literary books are made up of illustrations and text. Many of the readers, especially teenagers, children, and people with lower education levels, have easier understanding of illustrations than words. Therefore, it is quite appropriate for books for the general public to have a basic spirit illustration that can introduce the contents of the book. Sometimes a certain illustration in the book can also be applied to the seal, but it should not be used often, because the illustration in the book is often described in a specific plot, and the seal is mainly to represent the content of the entire book and spirit.
It is important whether the illustration is important or important in the seal. This depends on the content and design requirements. In any case, there can be only one text or illustration, which plays a major role and should not be equal. Illustrations and texts are rare for one person. Therefore, it is necessary to unify the two styles of illustrations and texts as if they are from the same hand.
The seals of professional books, science books, popular science books, and plastic art books often use photographic images, technical illustrations, or reproductions of paintings. For example, professional books mostly use a photographic image that truly reflects an operation process; this image should be an advertising effect, a clear outline, a clear black and white color, and no extraneous content-independent addenda. In order to enhance the effect of monochrome pictures, you can add a strong background around the picture. On the contrary, the colored picture needs a middle tone “for example, black, white, or gray background. The copy of the painting on the plastic art book cover; “must be big, attractive, and have good print quality; because Readers often see the quality of the seal as internal quality. Sometimes to imply the reader, the book contains many aspects and scenarios. It can also be used as a mosaic to create a number of reduced pictures with a neutral tone between the picture and the picture.
Color plays a very important role in the design of seals; readers often see colors first, and then see words and images. Therefore, our colors are the first impressions of plastic art works.
The white cover is easily soiled and it must be protected by glazed or transparent films. Most designers like to apply a background color that is related to the content of the book to create a certain atmosphere and draw the reader's attention. The color treatment of the jacket is determined based on the color tone inside the cover and the book, but it can be more intense and use more contrasting methods to enhance the advertising effect. Bright and warm colors can create an illusion, as if this book is bigger. Large, mutually linked colors enhance the color effect. However, the lack of organized clutter can create a feeling of instability.
The color of the seal can also be free from the shackles of natural colors. According to the needs of the book content, appropriate exaggeration and changes can be made to enhance the decorative effect of the work.
Because the color of the seal is finally to be printed. The performance of printing ink is different from that of water pink, and the same hue is not exactly the same visually, especially the effect produced by the overlapping of two colors or several colors is different. Therefore, designers should understand the basic knowledge of printing ink in order to achieve the desired effect in color processing.
The success of the seal design largely depends on a good color process and a good composition. The idea is mainly to solve the problem of what to express and what to use. Composition is to organize the image formed in the idea on the screen.
There are various forms of composition, such as: vertical, horizontal, inclined, curved, crossed, centripetal, radial, triangular, superimposed, edged, scattered, ground Patterned, ... and so on. These forms provide the overall framework for the composition of the structure, but also pay attention to the specific arrangement of text and image on the skeleton. The form of composition must be used in a flexible manner and cannot be copied blindly. What is more important is the accumulation of practical experience and the spirit of daring to explore and innovate.
Although the form of composition is ever-changing, it is only symmetric and balanced. Symmetrical composition gives people a sense of stability and dignity. Balance is an equal amount of inequality. It is an alternative method that does not follow the central axis. It gives people a feeling of liveliness, compactness and novelty. In addition, the approximate symmetry or inclusion of symmetry in the symmetry is more intense and intriguing than a completely symmetrical design. On the other hand, it is also true that there is symmetry in the approximate equilibrium or in the equilibrium.
In the natural world, all vivid phenomena are related to contrast. The seal must have a moving effect, but also apply the contrast method: size, height, thickness, density, black and white, simple and complex, and so on. The application of contrast can make the picture produce changes and sense of rhythm, so that its primary and secondary distinct. But pay attention to the organic connection between each other and make them have a sense of integrity.
The most important thing in the composition is that the topic should be highlighted. The main image should be handled properly in proportion to the size and arrangement of the position, so that it should stand out clearly and prominently. The secondary, foiled image should not be allowed to overwhelm or interfere with it, resulting in the phenomenon of disregarding the master. Which is more important in the picture title and image? This depends on the book content and design requirements to decide.
The four design elements of text, image, color, and composition are like the four violins in the violin quartet. They are played together with beautiful melody. If all four violins want to make their voice loudest and loudest, it will inevitably cause the audience to hear only a harsh noise. Therefore, there must be a brilliant band conductor. He can skillfully select a violin as the first fiddler, and the other three violins play the role of matching and set off the first fiddler so that he can play harmony and grace. The music comes. As to who is the first fiddler, it is not fixed. It depends on the content and requirements of the work. It may be text, it may be an image, it may be color, it may be composition. They are all indispensable and equally important, but only one of them is the most visible in the picture, and it can never be treated equally.
In order to achieve the purpose of protecting the seal and beautifying the books, the designers are always looking for new ways of expression. The continuous emergence of new materials and new technologies, especially the use of corresponding computers for aesthetic programming, provides the necessary conditions for the innovation of book designing. Strong-effect methods that use too much or plagiarize each other are more likely to lose their value than simple, implicit methods. If loud and stable, rough and refined style coexist. It will be more able to bring out their respective characteristics. Compared with other parts of the book, the seal is even more artistic than expression, because in the design of the seal, it can more clearly show the atmosphere of the era and the designer's personal style and artistic point of view.
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