On the visual process in visual communication desi

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On the visual process in visual communication design

content abstract Taizhou Jigu rubber industry is one of the few enterprises in China that can really master the core production technology of methyl methacrylate structural adhesive series products. This paper discusses the importance and necessity of visual process in visual communication design by analyzing the design principles and methods of visual process in visual communication design

key words: visual communication visual process

vision is composed of eyes, objects to be seen and light sources connecting the two. The changes of visual phenomena are mainly based on the changes of these three elements. In visual communication design, vision is an important way of communication. General design elements (shape and color) are also visual elements. Their certain performance and combination become visual language. Design is to convey certain information through these visual languages. All kinds of macro information cause the line of sight to move and change constantly, which is called visual movement. Due to the directional induction of information intensity, morphological and dynamic psychological cues, the horizon optimization of attention value (within a defined range, people's visual attention is different, and the largest value of attention is the upper, left, upper left and upper middle, which is called the optimal horizon. Generally, the design arranges the main information content in these parts, which is for horizon optimization - editor), And the influence of constituent elements (trademark, factory name, product name, image, title, warning, description, etc.), which is the law of visual movement. This principle is applied to design, from the capture of attention, first through the guidance of visual flow, to the retention of the final image, and finally to the end. The planning of this procedure, that is, the spatial positioning of the constituent elements under the provisions of the visual motion law, is called visual process design

for visual communication design, a successful visual process design, when the stress reaches a value, should be able to guide the viewer's line of sight according to the designer's intention, in a reasonable order, in a fast way, and in an effective way of perception, to obtain the best information about the selection of soft materials at a higher speed. Therefore, its design principle should be:

1 The scientificity of visual process. A successful visual process design should conform to the psychological order of people's cognitive process and the logical order of thinking development

2. Visibility of visual elements. In order to ensure the smoothness and smoothness of visual movement, various visual elements in the design should be at the extreme of eyesight. Within the limit of perceptual capacity, the visual object must be visible and have a certain intensity of appeal. Visual language must be easy to read, and the meaning of various information must be easy to understand and have the corresponding visual environment

for the processing of explanatory text, pay special attention to its readability. The font, type, size ratio, horizontal and vertical position and spacing should be carefully considered. The length of lines, the allocation of paragraphs, the blank space at the beginning of paragraphs, the emphasis of headings, the arrangement of chapters, and the delimitation of layout should be properly planned

3. The strategy of design composition. According to different design requirements, the scientificity, visibility and strategy of visual communication design should run through the whole visual process, forming the constituent forms of different characteristics

in general, the process of visual communication consists of three perception stages, namely, the first feeling, the perception process, and the final impression. Therefore, visual process design is generally divided into the following three stages

1. Eye capture. If a design wants to attract attention, the most important thing is the first feeling. The so-called first feeling is whether the key moment at the beginning can capture the viewer's line of sight and attract people's attention. For example, the novelty of form and the intensity of color attract the viewer's attention. This is called eye catching, and the design elements used to play this role are called eye catchers. Visually, the captured objects should be eye-catching, eye-catching and pleasing to the eye

eye capture is a psychological phenomenon of non active attention. The size of object stimulus will lead to changes in the intensity of attention. Among the methods of attracting attention, the most important is the emotional appeal method. That is, the eye catcher should be able to arouse the interest and emotional resonance of the viewer

2. Information transmission. After attracting the attention of the audience, there is a requirement to further explore the content, which is the task of information transmission. In the design of information transmission, specific information is mainly conveyed through visual images, abstract text concepts, or perceptual impressions and psychological feelings of form and color. The media carrying these information, that is, the information carrier, such as graphics, product names, signs, factory names, titles, warnings, explanatory words, etc., and then these information carriers are arranged and organized according to the visual motion rules

3. Retain the impression. This is the greatest desire of design. The design method of retaining the impression is generally the unified design of institutional logo or trademark, enterprise name or brand name, and sometimes it is organically combined with the commodity map polycarbonate: plastic also has texture shape, which is placed at the end of the visual process. In an appropriate position, it gives a certain attention value, which is not prominent but eye-catching, and gives the viewer aftertaste

in addition, there is a "sight inducing medium" that runs through the entire visual process. For example, with the help of the momentum of the form, the gesture of the character, the face, the eyes, the title, the aphorism, the arrangement and direction of the expository text, and the indication signs, through these induction media, the line of sight can move smoothly in a certain direction, from large to small, from primary to secondary, connecting the constituent elements of the design in order, becoming the most active and dynamic factor in the visual process design

the complete and typical visual process composed of the above three process stages and an inducement medium, but due to different design types, different functions and requirements, different capacities, and different process lengths

in addition, the understanding of visual process should also be extended to the visual relationship of the relevant environment outside the design scope, and the following observation methods should be established in the design

1. Holistic view: put the design in a specific environment and consider it as a whole. Observe in a unified visual process and determine its process order

2. Stereoscopic view: all aspects of a polyhedron are related to a whole, such as a packaging box. In this whole, the secondary display from the main display surface to the secondary display surface is its visual process

3. Group view: such as serialization, combination design, etc. In the exhibition, the juxtaposition, stacking and combination of design and design, nature and interaction, the design of visual process cannot be carried out in isolation and individually

in visual communication design, designers can completely guide the viewer's line of sight through the above principles and methods of visual process. Whether we can be good at mastering and using this visual process is the standard to test the designer's mastery and proficiency in visual process design

■ Liao Rongsheng

reprinted from decoration, issue 7, 2006

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