Common Sense Of Graphic Design Expression Techniques

1. Direct display method

This is the most common and widely used technique of expression. It directly and truthfully displays a product or theme on the advertising layout, and makes full use of the realistic expression ability of photography or painting and other skills. Delicate and highlight the texture, form and functional use of the product, present the exquisite texture of the product attractively, give people a realistic sense of reality, and make consumers have a sense of familiarity and trust in the products they promote.

Because this technique directly pushes the product in front of consumers, we should pay great attention to the product combination and display angle on the screen. We should focus on highlighting the brand of the product and the part of the product itself that is most likely to impress people, and use color light and background to set off the product, so that the product can be placed in an infectious space, so as to enhance the visual impact of the advertising screen.

2. Prominent feature method

Use various ways to grasp and emphasize the distinctive features of the product or theme itself, and show them clearly. Put these features in the main visual part of the advertising screen or set them off, so that the audience will feel the moment they touch the verbal screen quickly, pay attention to them and have visual interest, so as to achieve the promotion purpose of stimulating the purchase desire.

In advertising performance, these features that should be highlighted and highlighted are generally determined by the special ability of the unique product image, the enterprise logo of the manufacturer and the trademark of the product.

The technique of highlighting characteristics is also a very common expression technique that we use, and it is one of the important techniques to highlight the theme of advertising, which has a performance value that cannot be ignored

3. Contrast and contrast method

Contrast is the most prominent technique of expression in artistic beauty that tends to conflict with each other. It displays the nature and characteristics of the things described in the works in sharp contrast and direct contrast. It shows this through the other, compares and contrasts with each other, and from the differences presented by the contrast, it achieves the performance of concentration, simplicity, and twists and turns. Through this method, the performance and characteristics of the product can be highlighted or prompted more clearly, giving consumers a profound visual experience.

As a common and effective means of expression, it can be said that all arts benefit from the comparative means of expression. The use of contrast not only strengthens the expression of the advertising theme, but also is full of interest, expanding the appeal of advertising works. The successful application of the contrast technique can make the seemingly ordinary picture processing imply rich meanings and show the different levels and depths of the advertising theme.

4. Reasonable exaggeration method

With the help of imagination, it is quite obvious to exaggerate some aspects of the quality or characteristics of the objects advertised in the advertising works, so as to deepen or expand the understanding of these characteristics. Gorky, a litterateur, pointed out that "exaggeration is the basic principle of creation." Through this technique, we can more clearly emphasize or reveal the essence of things and strengthen the artistic effect of works.

Exaggeration is to seek novelty and change in general, exaggerate the characteristics of objects and the beauty of personality through fiction, and give people a taste of novelty and change.

According to the characteristics of its performance, exaggeration can be divided into two types: morphological exaggeration and facial exaggeration. Through the use of exaggeration, the artistic beauty of advertising is infused with strong emotional color, which makes the product distinctive, prominent and moving.

5. See the big law from the small

In advertising design, the three-dimensional image should be emphasized, selected and concentrated, and a point or a part should be captured with unique imagination to describe or expand, so as to fully express the theme. This kind of artistic treatment is comprehensive from one point of view, from small to large, from incomplete to complete, which brings great flexibility and infinite expressiveness to the designer, and at the same time provides the receiver with broad imagination space, and obtains vivid interests and rich associations.

"Small" is the focus of advertising picture description and visual interest center. It is not only the concentration and growth of advertising creativity, but also the designer's ingenious arrangement. Because it is no longer "small" in general sense, but the product of combining small with large, refining with the height of small wins large, and is a deliberate pursuit of simplicity

6. Use association method

In the process of aesthetic appreciation, through rich association, we can break through the boundaries of time and space, expand the capacity of artistic images, and deepen the artistic conception of the picture.

Through association, people see themselves or experience related to themselves in the aesthetic objects, and the aesthetic feeling is often particularly strong, so that the aesthetic objects and the reviewers of Microsoft in the United States are integrated into one. In the process of association, aesthetic resonance is triggered, and the intensity of their feelings is always intense and rich.

7. Humorous

Humor method refers to the ingenious reproduction of comic features in advertising works, the capture of local things in life, and the expression of some ridiculous features of people's sex, appearance and behavior.

Humorous expression techniques often use interesting plots and ingenious arrangements to extend certain things to the extent of cartoons, creating a humorous mood full of interest, funny and thought-provoking. Humorous contradictions and conflicts can achieve an artistic effect that is unexpected and reasonable, draw the audience's understanding smile, and play the role of artistic appeal in a unique way.

8. Using metaphor

Metaphor refers to selecting two things that are different in the copy but have some similarities in some aspects in the design process. "This thing is compared to that thing". The metaphorical thing has no direct relationship with the theme, but it has some similarities with some features of the theme on one point, so it can use the topic to develop, extend and transform, and obtain "euphemism and melody" Artistic effect.

Compared with other means of expression, the metaphor is more implicit and sometimes difficult to understand at a glance, but once you understand its meaning, you can give an endless feeling.

9. Emotional Trust Method

The most direct influence of art is the emotional factor. Aesthetics is a process in which the subject and the object of beauty constantly exchange feelings and produce resonance. Art has the feature of conveying feelings. The sentence "Emotion is the first factor to move people's hearts" has shown the role of emotional factors in artistic creation. In terms of expression techniques, it focuses on selecting content with emotional tendencies, setting off the theme with beautiful feelings, and truly and vividly reflecting this aesthetic feeling can achieve the power of moving people with feelings and giving play to the power of art to infect people, This is the pursuit of the artistic conception and taste of modern advertising design literature, which focuses on harmony and beauty.

10. Suspense arrangement method

In terms of expression techniques, they make people puzzled at first glance, creating a state of suspicion and tension. They create layers of waves in the audience's psychology, producing exaggerated effects, driving consumers' curiosity and strong actions, opening up positive thinking and association, and arousing the audience's strong desire to further explore the advertising theme, Then, the theme of the advertisement is pointed out through the advertisement title or text, so that the suspense can be lifted, leaving an unforgettable psychological feeling.

The suspense technique has quite high artistic value. First, it can deepen conflicts, attract the interest and attention of the audience, create a strong feeling, and produce attractive artistic effects.

11. Choose Idol Method

In real life, people have their own objects of worship, admiration or imitation in their hearts, and there is a psychological desire to be as close to him as possible, so as to obtain psychological satisfaction. This technique is precisely aimed at the psychological characteristics of people. It captures the psychology of people's admiration for celebrity idols, selects the idols in the eyes of the audience, and transmits the product information to the audience. Because celebrity idols have strong psychological appeal, with the help of celebrity idols, the impression and sales status of products can be greatly improved, the credibility of famous brands can be established, inexplicable persuasiveness can be generated, and consumers' attention to the products praised by celebrity idols in advertisements can be induced to stimulate their purchase desire. The choice of idol can be a femininity and romantic super female star, and a world famous male star with extraordinary temperament; They can also be world famous male and female sports masters. Others can also choose political dignitaries, social celebrities, art masters, battlefield heroes, handsome men and beautiful women, etc. The choice of idols should be consistent with the product or service advertised in terms of character, otherwise it will give people a sense of farfetched and make people refuse psychologically, so that the expected purpose cannot be achieved.

12. Funny imitation method

This is a kind of creative metaphor. It means to use the name borrowing method of replacing the old with the new. It takes the famous paintings and other works of art that are familiar to the general public in the world and celebrities as humorous images. Through clever shaping and performing, it makes famous painting celebrities have a sense of humor, giving consumers a new and unique visual impression and a relaxed and pleasant interest Mystery improves the appeal effect of advertising, and increases the value and visibility of products.

This method of expression combines the persuasiveness of advertisements in a kind of comic humor, which makes people admire, laugh, remember and leave a funny aftertaste.

13. Magic psychedelic method

Using abnormal exaggeration, we weave mythical and fairy tale like pictures with infinite and rich imagination, reproduce reality in a kind of fantastic scene, resulting in a certain distance from real life. This kind of expressive technique is full of strong romanticism, freehand brushwork is more than realism, and it is very infectious with the sudden emergence of magical visual experience, giving people a special feeling of beauty, It can meet the requirements of people's strange and changeable aesthetic taste.

In this way of expression, artistic imagination is very important. It is a sign of human intelligence development. Everything needs imagination, especially art. It is no exaggeration to say that imagination is the life of art.

From the beginning of creative conception to the end of design, imagination is actively going on. The prominent feature of imagination is its creativity. Creative imagination is the beginning of the excavation of new meanings and the emergence of new images. Its basic trend is to transform the experience aroused by association, and finally form a new image with the unique creation of the aesthetician, producing a strong force to defeat the heart.

14. Continuous series method