A preliminary study of the basic characteristics of contemporary graphic design

Graphic design, also known as visual communication design, is to use "vision" as a way of communication and expression, through a variety of ways to create and combine symbols, ** and words, so as to make a visual expression used to convey ideas or messages.

Graphic designers may use professional skills in typography, visual arts, layout, computer software, etc., to achieve the purpose of their creative project. Graphic design can often refer to the process of making the product, and the final product.

Graphic design work is a subjective creative work, and most graphic designers do further education and improve their design ability through continuous self-education. For example, he usually pays attention to the design techniques of various posters, promotional materials, magazines, books, etc., or browses the works of other designers on the Internet to inspire his own design.

Modernist design features:

1. Emphasize innovative design, oppose imitation and conformism.

2. With modern society and modern life as the stage background, supported by the technological revolution since the industrial revolution.

3. Integrate all kinds of art into basic training.

4. Strengthen practicality, and advocate both theoretical literacy and practical ability.

5. Insist on linking school education with social production.

6. Standardization of the main trace and missing sheets.

Around the 20s of the 20th century, a group of advanced designers and architects in Europe formed a powerful group to promote the so-called new architecture movement, which was very complex.

These include spiritual and ideological reforms—democratic tendencies and socialist tendencies by design; It also includes technological advances, especially the use of new materials – reinforced concrete, lithography and steel.

Summary. The history of graphic design begins in the ancient Lascaux cave and spans to the dazzling neon lights of modern-day Ginza. Throughout this long history, and during the rapid development of visual communication in the twentieth century, the boundaries between advertising art, graphic design, and fine art have occasionally blurred.

But these projects share the same elements, theories, principles, applications, and language, and sometimes the same audience. In the art of advertising, the ultimate goal is to sell products and services. In visual design, "the focus is on organizing various pieces of information into an order, combining different ideas, and expressing and feeling the man-made objects that record the human experience."

Early. Two groups of early and modern graphic design works are compared and analyzed.

The history of graphic design begins in the ancient Lascaux cave and spans to the dazzling neon lights of modern-day Ginza. Throughout this long history, and in the rapid development of visual communication in the twentieth century, there have been occasional blurring of the boundaries between art, graphic design, and fine art. But these projects share the same elements, theories, principles, applications, and language, and sometimes the same audience.

In the art of advertising, the ultimate goal of Fengxiao is to sell products and services. In visual design, "the focus is on organizing various pieces of information into an order, combining different ideas, and expressing and feeling the man-made objects that record the human experience." Early.

Between 1892 and 1896, William Morris's Kelmscott Press published a number of books that were regarded as the most important graphic design products of the Arts and Crafts movement, with a very refined visual style and marketed to wealthy people, bringing considerable revenue to the publishing house. Morris proved the existence of a commercial market for graphic design and helped to separate graphic design from the manufacturing industry and the fine arts. The work of Kelm Scott is characterized by a historical style.

This style became the first major reaction to the immutable form of graphic design at the time. Morris and other works of the private press movement directly influenced the subsequent Art Nouveau movement, and indirectly contributed to the rapid development of graphic design in the early twentieth century. The establishment and development of the School of Design has also further promoted the development of art and design, and the world's best design schools have cultivated outstanding international design talents for the global design field, including the Art Center Design Institute INSEAD (USA), the University of the Arts London (UK), the École Nationale Supérieure des Beaux-Arts in Paris, France, and Berlin Art.

Characteristic ideology and unity.

Typography design is not an end in itself, design is a means to better communicate customer information. Designers have a penchant for self-indulgence in personal style and fonts and graphics that don't match the theme, which is often the main reason for mediocre design failures. A successful typography design must first clarify the client's purpose, and in-depth, observe, and study all aspects related to design, and a brief consultation is a good start to design.

The layout is inseparable from the content, but also reflects the theme of the content, so as to enhance the reader's attention and understanding. Only by making the theme clear and prominent at a glance can we achieve the ultimate goal of layout composition.

Artistic and decorative.

In order to make the typography design better serve the layout content, it is very important to seek a reasonable visual language of the layout, which is also the embodiment of the best appeal. Ideation is the first step in design, and it is also the thinking activity carried out in the design work. After the theme is clear, the layout and expression of the layout become the core of the art of layout design, which is also a difficult creative process.

How to achieve novelty, beauty, change and unity, and aesthetic taste, this depends on the cultural cultivation of the designer. Therefore, typography design is a comprehensive test of the designer's ideological realm, artistic accomplishment and technical knowledge.

The decorative factors of the layout are composed of words, graphics, colors, etc. through the combination and arrangement of points, lines, and surfaces, and the use of exaggeration, metaphor, and symbolism to reflect the visual effect, which not only beautifies the layout, but also improves the function of conveying information. Decoration is constructed using aesthetic features. Different types of layout information, with different ways of decorative forms, not only play the role of excluding others, highlighting the layout information, but also can make readers get the enjoyment of beauty.

Fun and originality.

The interest in typography design mainly refers to the taste of form. It's a lively visual language of layout. If there is not much wonderful content in the layout, it is necessary to win by creating interest, which is also the role of mobilizing artistic means in the conception.

The layout is full of interest, which makes the media information like a tiger with wings, and plays a finishing touch to convey the spirit, so as to be more attractive and impressive. Fun can be achieved through allegorical, humorous and lyrical expressions.

The principle of originality is essentially the principle of highlighting individual characteristics. A distinct personality is the creative soul of typography design. Just imagine, a page is mostly the same as simplification and conceptualization, and everyone is the same, so you can imagine how much memory it has?

Not to mention a surprise win. Therefore, we must dare to think, dare to be ingenious, dare to be unique, and have more personality and less commonality in the typography design, more originality and less generality, in order to win the favor of consumers.

From the perspective of form, this paper sorts out the emergence and development of modern design, and gives its own understanding of the development of modern design.