Design, a Chinese word, refers to the process of expressing an idea through reasonable planning, careful planning and various ways.Human beings through laborTransform the world, create civilization, createMaterial wealthandSpiritual wealthThe most basic and main creative activity is creation.Design is the pre planning of creation activities, and the planning technology and process of any creation activities can be understood as design.[1]
Chinese name
Design
Foreign name
Design
Features
Need multiple knowledge and continuous improvement
Design refers to the designer's technical creation and creative activities with goals and plans.The task of design is not just for life andBusiness services, accompanied by artistic creation.
According to the definition of industrial designer Victor Papanek, design is a conscious and intuitive effort to build a meaningful order.More detailed definitions are as follows:
Step 1: Understand the expectations, needs and motivations of users, and understand the needs and constraints of business, technology and industry.
Step 2: Translate these knowledge into product planning (or the product itself) to make the form, content and behavior of the product useful, usable, desirable, and economically and technically feasible.(This is the meaning and basic requirements of design)
This definition can be applied to all fields of design, although different fields have different concerns in form, content and behavior.
Design
With the development of modern science and technologyknowledge societyWith the advent of the new era and the evolution of innovative forms, design is also evolving from the work of professional designers to more extensive user participation. User centered and user involved innovative design is increasingly attracting attentionInnovation 2.0The pattern is gradually emerging.user demand User participation and user centricity are considered as important features of design innovation under new conditions, and users become the key words of Innovation 2.0,User experienceIt is also considered to be the core of the Innovation 2.0 model in the knowledge society environment.Design is no longer the patent of professional designers. User participation and user centricity have become the key words of design,Fab Lab、Living LabThe exploration of innovative design mode is becoming the innovative 2.0 mode of design.
The simplest definition of design is "purposeful creation".
However, design is also a profession.For example, I have the position of scene design in the film industryprinting businessMedium, with the post of packaging design.Different from English, the word Designer in English, when used in Chinese, and the word design and designer can be called together.From the word "design", there are quite a number of theories and topics, and "design" as a professionsocial environmentIt is usually called "design world".
Design industryEurope and AmericaNational theory has a long history of development, soHistory of DesignAnd related theories, often based on European and Americanindustrial designArchitectural design is the two main trends.
Because the design behavior is generally interpreted as having a clear goal, the creation contrary to the design meaning is called random number, random, etc. in modern times.
In the West, large-scale design systems are often called Architecture buildings.The architecture here is not specific architecture, but an abstract description.
Design has become a new developing profession in contemporary China.
Lexical concept
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essential information
[Words] Design [Pinyin] sh è j ì [English] design [Japanese] デ ザ イ ン
Basic explanation
First, plan a project to be implemented, then conceive, formulate a plan, implement operations, draw drawings, carry out construction, inspect samples, and pass the planningdesign schemeAcceptance of the whole process.In a word, design is a process of imagination, operation, planning and budget.
According to the purpose and requirements of the taskWork programmeAnd plan, draw the drawing.
3D design(3D Design): It is a wide variety, but not commonly usedComputer Animation, 3D models of industrial or architectural design are the main creative projects.
There are quite a variety of designs, which are applied in many fields and involve a wide range of aspects.The design categories that have a long history and are widely known are listed below.For more design categories, please refer to the table of contents below Design.
The design method is a general idea and may or may not include guidance for specific methods.Some are the overall goals of guiding design.The other method is to guide the designers with inclination.A combination of methods can be used if they do not conflict.
There is more than one way to do this, a philosophy that allows multiple ways to do the same thing.
Use centered design is mainly related to the artifact used, rather than focusing onend userThe objectives and tasks of.
design tool
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sketch
In the mid-1980s,Desktop publishingAnd graphic art softwareapplication programIntroduced the new generation of designer computersimage processingAnd creation, which were previously executed manually.Computer graphic design enables designers to instantly view the impact of layout or changes in printing to simulateTraditional mediaWithout requiring a lot of space.However, traditional tools, such as pencils or markers, are very useful, even the end of computers;A designer or art director may sketch part of the creative process of many concepts by hand.Some of the sketches may even show aClientApproval of early stage, further development and utilization of computer and graphic design in the designer's mindsoftware tool。
computer
Computer is regarded as an indispensable tool in the design industry.Computer and software applications are generally considered by professionals to be more effective creative tools than traditional methods.However, some designers continue to use manuals and traditional tools, such as Milton Glaser.
New ideas can come through experimental tools and methods.Some designers explore ideas with pencil and paper.Others use many different creative tools and resources from computers to sculpture as a way to stimulate creativity.A key feature ofdesign tool The appropriate image selection is in order to possibly convey meaning.
program
Almost all popular and“Industry standards”software program Used for graphic design since the early 1990s when the product Adobe Systems was merged.They areAdobePhotoshop(Based ongridFor photo editing programs), Adobe Illustrator (vector based drawing programs, AdobeInDesignPage Layouts), and AdobeDreamweaver(Web page design).Another major page layout toolQuarkXPress。QuarkXPress andAdobe InDesignUsually used in the final stage of the electronic design process.Raster imageProbably inAdobe PhotoshopEdit,SignageAnd illustrations inAdobe Illustrator, FinalProduct assemblyIn a main page layout program.Most designers are expected to be proficient in at least one or two of these programs since about 1990.
Personally made, it isknowledge societyEnvironmentInnovation 2.0The typical embodiment of form in the field of design and manufacturing.Massachusetts Institute of Technology（Massachusettes Institute of Technology，MIT）Initiated by the Center for Bit and Atomic ResearchFab LabFrom personal communication to personal computing to a society made by individualstechnological development Context, trying to build a user centered, application oriented integration from design, manufacturing, to debugging, analysis andDocument managementAll linksUser innovationManufacturing environment.In 2006, Nature, an international top academic journal, made efforts and attempts around the world by MIT researchers around Fab LabSpecial reportAnd discussion.
Design, invention and creation will not only occur in the possession of expensiveExperimental equipmentUniversities or research and design institutions will not only belong to a few majorsScientific researchers, andhave a chance toFab Lab is completed by anyone anywhereInnovation 2.0The core concept of the model.Relevant ideas and practices for full mobilizationsocial participationtechnological innovationEnthusiasm and richness of designPublic participationMeans of scientific and technological innovation, constructionInnovative city、a country of innovatorsIt has important reference value.Fab LabMicro assembly laboratory(Fabric Laboratory) is a novel experiment initiated by the MIT Bit and Atom Research Center of the United States - a small factory that can design and manufacture almost any product and tool.Professor Gershenfeld, the director of the center, believes that so far, the development of the digital revolution has gone through two important stages, namely personal communication and personal computing.withMobile technologyRepresented byPervasive computingThe development ofTwo stagesThe ubiquitous personal communication network and personal computing have been formed.Today, mankind is on the eve of the third digital revolution. In this revolution centered on "personal manufacturing", relevant material technology and information technology have shown signs.In a sense, Fab Lab is just the wave rising before the coming revolutionary tide.
Design and application
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constitute
Image is the external feature of an object, which is visible.Image includesVisual ElementsAll conceptual elements such as points, lines and planes have their own images when seen in the picture.
In graphic designBasic formIn graphic design, a group of identical or similar image components, each of which becomes a basic form, and the basic form is the smallest unit. The best composition effect can be obtained by using it to arrange and combine according to certain composition principles.
Group shape: in the composition, due to the basic combination, thesynthetic relationThis relationship mainly includes:
1. Separation: there is no contact between shapes, and there is a certain distance;
2. Contact: the edges between shapes are tangent;
3. Overlay: there is a overlapping relationship between shapes, which results inspatial relationship ；
4. Overlay: between shapesTransparencyThey overlap each other, but do not produce the spatial relationship between up, down, front and back;
5. Combination: shapes combine with each other to form larger new shapes;
6. Subtraction: shapes cover each other, and the covered areas are cut off;
7. Difference overlap: shapes overlap each other, and new shapes are generated where they overlap;
8. Coincidence: shapes coincide with each other and become one.
Gradient
Gradual change is an effect that can be personally experienced in nature. People will feel the gradual change of trees from near to far and from large to small on the road.
Type of gradient:
1. Gradual change of shape: one basic shape gradually changes to another. The basic shape can change from complete to incomplete, or from simple to complex, or from abstract to concrete;
2. Gradual change of direction: the basic shape can be gradually changed with direction on the plane;
3. Gradual change of position: the skeleton is required when the basic shape is used for position gradual change, because when the basic shape is used for position gradual change, the part beyond the skeleton will be cut off;
4. Gradual change of size: basic shapes are arranged gradually from large to small, which will produce near far depth andSense of space；
5. Gradation of color: in color, hueLightness, purity can produce gradient effect, and will produceSense of levelAesthetic feeling;
6．BonesGradual change: refers to the regular change of the skeleton, which makes the basic shape change in shape, size and direction.The line dividing the bone grid can be horizontal, vertical, diagonalbroken line, curve, etc.The carefully arranged gradual bones will produce special visual effects, sometimes misperception and a sense of movement.
repeat
The general concept of repetition refers to that the same image has appeared more than twice in the same design. Repetition is a commonly used technique in design to enhance the impression and create a regularrhythmTo unify the picture.The so-called sameness mainly refers to the sameness in shape, color, size, etc. in the composition of repetition.Basic shape in repetition: the shape used for repetition is called basic shape. Each basic shape is a unit, and then it is designed by repetition. The basic shape should not be complex, but simple.
Duplicate type:
1. Repetition of basic shape: the surface formed by using the same basic shape in composition design is called repetition of basic shape, which can be seen everywhere in daily life.For example, the windows of a tall building;
2. Bone repetition: if the shape and area of each unit of the bone are completely equal, it is a repeated bone, and the repeated bone is one of the regular bones, the simplest one;
3. Shape repetition: shape is the most commonly used repetition element, and the repeated shape in the whole composition can change in size, color, etc;
4. Size repetition: similar or identical shapes are repeated in size;
5. Color repetition: under the condition of the same color, the shape and size can be changed;
6. Repetition of texture: under the condition of the same texture, the size and color can be changed;
7. Repetition of direction: the shape has obvious consistency in compositiondirectional。
approximate
Approximation refers to the common characteristics in shape, size, color, texture, etc. It shows the effect of vivid changes in unity.The degree of approximation can be large or small. If the degree of approximation is large, it will produce a sense of repetition.Small approximation will destroy unity.
Approximate classification:
1. Similarity of shape: if two images belong to the same family, their shapes are similar, just like human images;
2. Approximation of the bone: The bone can be approximate rather than repetitive, that is, the shape and size of the bone unit have certain changes and are similar.
Note: the difference between approximation and gradient isRegularityVery strong. The arrangement of basic shapes is very strict, but the approximate change regularity is not strong. The basic and other visual elements change greatly and are more lively.
Bones
The bone grid determines the relationship between the basic shapes in the composition.Sometimes, the skeleton also becomes a part of the image, and different changes in the skeleton will change the overall composition.
The skeleton is divided into:
1. Regular bone: Regular bone has precise and rigorous bone lines, regular numerical relations, basic shapes arranged according to the bone, and a strong sense of order.There are mainly repetition, gradual change, emission and other bones;
2. Irregular bone: Irregular bone generally has no rigorous bone grid line, and its composition is relatively free;
3. Functional bone: The functional bone is the boundary that divides the basic shapes into their respective units. The bone gives the image an accurate space. The basic shape can freely change its position, direction, positive and negative within the bone unit, or even exceed the bone line;
4. Non functional bone: non functional bone is conceptual, and the non functional bone line is conducive to the arrangement and organization of the basic shape, but will not affect their shape, nor will itSpace partitionIs a relatively independent skeletal unit;
5．RepeatabilityBones: the space units divided by phalangeal grid lines are identical in shape and size. It is the most regular bone, and the basic shape is based on the boneContinuityArrangement of.
launch
Launch is a commonnatural phenomenaThe sun's rays are emitted.The launch has the regularity of direction, and the launch center is the most important visual focus. All images are concentrated towards the center or scattered from the center, which can sometimes cause an optical dynamic feeling, produce a sense of explosion, and have a strong visual effect.
Classification of emission:
1．Center pointEmission: emission from the center outwards or from the outside inwards;
2. Spiral launch: the basic form of spiral hasCoilingThe basic form of winding gradually expands to form a spiral launch;
3. Concentric emission: concentric emission is a focus centered, layer upon layer surrounding emission, such astargetGraphics for.
Specific
Specificity means that the constituent elements deliberately violate the order in the ordered relationship, making a few individual elements stand out, so as to break the regularity.
Specific classification:
1. Shape specificity: A small number of unique shapes appear in many repeated or similar basic shapes to form a difference contrast and become the visual focus on the screen;
2. Specificity of size: In the composition of the same basic shape, only make some special contrast in size, but pay attention to the moderate specificity of the basic shape in size, and do not contrast too widely or too similarly;
3. Color specificity: in the same categoryColor compositionAdd some contrast elements to break the monotony;
4. Direction specificity: most of the basic forms are arranged in order and consistent in direction, while a few of the basic forms are changed in direction to form a special effect;
5. Texture specificity: different texture changes are caused by the same texture.
contrast
Sometimes the contrast is in form, sometimes in color and texture.The contrast can produce a clear, positive, strong visual effect and give a deep impression.The nature is full of contrast. The world, land and sea, red flowers and green leaves are all contrast phenomena.The relations that constitute the contrast include: size, light and shade, sharpness, weight, etc.
Classification of comparison:
1. Shape contrast: Completely different shapes can produce some contrast, but we should pay attention to the sense of unity;
2. Size contrast: the contrast formed by different shapes in the area of the picture and different lengths of lines;
3. Color contrast: color contrast caused by different hue, light and shade, shade, cold and warm;
4. Texture contrast: the contrast caused by different texture senses, such as thickness, smoothness, and concave convex texture;
5. Position comparison: the positions of shapes in the picture are different, such as the upper, lower, left, right, high and low positions;
6. Comparison of center of gravity: stable, unstableSense of lightnessComparison caused by differences;
7. Space contrast: the contrast generated by the positive and negative in the plane, the bottom, the distance and the front and back;
8. The contrast between the virtual and the real: the realistic figure in the picture is called the real, the space is virtual, and the virtual place is mostly the bottom.
It should be noted that in the use of comparison, it is required thatSense of wholenessAll aspects of the visual elements should have a certain general trend and a key point to set off each other.If we compare everywhere, we cannot emphasize the factors of comparison.
concentrated
Denseness is commonly used in designOrganization ChartThe basic shape can be freely scattered throughout the composition, with sparse and dense patterns.The most sparse or dense place often becomes the visual focus of the whole design.Create a visual tension on the surface, like the magnetic field, with a sense of rhythm.Denseness is also a kind of contrast, which uses the number of basic forms arranged to produce density, emptiness and tightnessContrast effect。
Intensive classification:
1. Point density: in the design, a conceptual point is placed at a certain point on the composition, and the basic shape tends to be this point density in terms of organization and arrangement. The closer to this point, the denser, and the farther away from this point, the thinner;
2. Denseness of lines: there is a conceptual line in the composition. The basic shape is denser towards this line, and the densest position is online. The farther offline, the thinner the basic shape is;
3. Free and dense: in the composition, the organization of the basic shape has no dense constraints of points or lines, and is completely free and scattered without rules. The density changes of the basic shape are more subtle;
4. Crowding and alienation: crowding is over crowding, and all basic shapes in the whole composition are in a crowding state, occupying all the space without any sparsity.In contrast to dispersion, the basic shapes in the whole composition are separated from each other and scattered in all corners. The dispersion can be uniform or uneven.
It should be noted that in theDense effectIn processing, the area of basic shapes should be small and the number should be large, so as to have a dense effect.The shape of the basic shape can be the same or similar, with some changes in size and direction.In the intensive composition, the important thing is the intensive organization of the basic form. There must be a trend of tension and movement, and the organization cannot be lax.
skin texture
Texture is also called texture. Due to the different materials of objects, the arrangement, organization and structure of the surface are different, resulting in a rough, smooth, soft and hard feeling.
1. Change of stroke: use the thick, thin, hard, soft, heavy strokes and different arrangement of strokes to describe different texture effects;
2. Print and extension: Carve and naturally form uneven surfaces with ink or paint, and then print them on the drawing, which will form a primitive texture;
3. Painting: usingAirbrushOr withMetal meshWith the toothbrush, after brushing down the dissolved paint,PigmentSpray on paper in the form of fog;
4. Dyeing: For surfaces with strong water absorption, liquid pigments can be used for rendering and dyeing. Pigments will naturally disperse on the surface, producing natural and beautiful texture effects;
5. Paper: Different kinds of paper have different thickness, texture and structure due to different processing materials, or have special texture effect due to artificial folding and kneading.
space
Generally speaking, it refers to the space2D space。Sense of spaceExpressive techniqueThere are the following points:
1. Use size to express the sense of space: things of the same size have a sense of size due to different distances.On the plane, we feel close if the area is large, and far if the area is small;
2. Overlapping performance: when one shape overlaps another on the plane, there will be a sense of front, back and up and down, creating a sense of space;
3. Using shadows to express: the distinction of shadows will make objects have a three-dimensional feeling and a concave convex feeling of objects;
4. The performance of spacing density: the density change of small images or lines can produce a sense of space. In reality, like a curtain with dot patterns, the patterns at its rolling place will become dense. The smaller the spacing, the farther the feeling will be;
5. UtilizationParallel lineChange the direction of: change the direction of arranging parallel lines, will produce a three-dimensional illusion;
7. Manifestation of texture change: rough surface makes people feel close, and fine surface makes people feel far away;
8．Contradiction spaceThe so-called contradiction space refers to the space that cannot exist in the real space, but only exists in the hypothetical space.
There is a relationship between the picture and the bottom.In nature, blue sky and white clouds, red flowers and green leaves all reflect a relationship between contrast and setting off.In graphic design, the graph and the bottom are inseparable, sometimes in reverse.
2. The convex image in the concave and convex changes has a positive image;
3. The comparison of area size is medium, and the small one has a sense of picture;
4. The shape surrounded in the space has a sense of picture;
5. In both static and dynamic, dynamic has a sense of picture;
6. Between abstract and concrete, the concrete has a sense of picture;
7. In geometric patterns, the bottom of the figure can be determined according to the contrast relationship. The greater the contrast, the easier it is to distinguish between the figure and the bottom.
Inversion between the bottom and the graph: sometimes the characteristics of the bottom and the graph are very similar, which is not easy to distinguish. This is the inversion of the bottom.
Break up
Breaking up is a composition method of decomposition and combination, which is to divide a complete thing into various parts and then reassemble it according to certain composition principles.This method is conducive to grasping the internal structure and characteristics of things, observing and understanding things from different angles, extracting abstract elements from a concrete form, and using these abstract elements to form a new form to produce a new sense of beauty.
rhythm
Rhythm is one of the ways to express dynamics. When the same element appears repeatedly, it will form a sense of movementPsychological activities。The expression of rhythm is that the picture is full of vitality and how it is formed.
1. One dimensional prosodic expression: the basic form is called one dimensional prosodic repeatedly in a single direction from top to bottom, left to right.At this time, if the spacing of basic forms is the same, there will be less prosodic changes. For example, the prices of basic forms are different, which will lead to complexProsodic sense；
2. The rhythmic expression of the second dimension: like the Go board repeating in the upper, lower, left and right directions, it is called the second dimension rhythmic expression. The basic form can be equally spaced or have certain changes;
3. Use gradual change to express rhythm: produce rhythm according to the rule change of mathematical rationality, and the change of mathematical ratio has rules to follow, which can cause gradual change to produce a sense of rhythm.
division
stayPlane compositionIn Chinese, dividing the whole into parts is called segmentation.This phenomenon can be seen at any time in daily life, for example, the ceiling and floor of the house constitute a division.Here are some common segmentation methods:
1. Isomorphic segmentation: it is required that the shape is exactly the same. After segmentation, it will have a good effect to choose the dividing line;
2. Free segmentation: free segmentation is irregular. The method of free segmentation of the screen is different from the neat effect of mathematical rule segmentation, but its arbitrary segmentation gives people a lively and unconstrained feeling;
3. Proportion and sequence: composition completed by proportion usually has the characteristics of order and clarity, giving people a fresh feeling.Separation gives certain rules, such asGolden section method, series, etc.
balance
In modeling, the sense of balance is very important. Because of the visual satisfaction caused by balance, people's eyes canObservation objectA sense of balance and stability is generated.
The balance is mainly divided into:
1. Symmetrical balance: for example, people, butterflies, and someCentral axisThe shape is symmetrical around the center;
2. Asymmetrical balance: Although there is no central axis, it is not symmetrical, but it has a good sense of balance.
array
The basic form is the most basic in compositionUnit elementIn the process of clustering unit elements, countless combination forms may be changed. In order to keep the composition changes from being messy, simple geometric forms are preferred for basic forms.
The arrangement principle of basic shapes:
1. Arrangement of basic shape and line assembly: arrangement directionHorizontal development, developed into the status quo graph, with strong directionality.surehorizontal directionOr diagonal direction.
2. Planar arrangement: the basic shapes are arranged in a quadratic direction to form a planar figure;
3. Circular arrangement: develop the basic linear arrangement into a curve to connect the two ends;
4. Radial arrangement: the basic shape is arranged outward from the center, resulting in a radial pattern;
5. Symmetrical arrangement: the basic shape is symmetrically arranged from left to right, with regular and orderly arrangement.
Graphic Artist Designer
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Take "vision" as the way of communication and performance.Create and combine symbols, pictures and words in a variety of ways to make a visual expression used to convey ideas or messages.Mainly inTwo-dimensional spaceWithin the range with contourLine divisionThe boundary between the picture and the ground, depicting the image.However, the three-dimensional expression of graphic designSense of space, not realThree-dimensional space, but only figure to personVisual guidanceThe illusion space formed by the action.
definition
Graphic design is the art of communication, stylization and problem solving through words and images.Graphic design is often mistaken asVisual communicationOr communication design.Graphic design uses a variety of different methods to create and combine words, symbols and images to generate visual ideas and information.Graphic designerMaybe use font arrangementvisual artsAnd layout technologyproduct designachieveanticipate result。
purpose
Common uses of graphic design include logos (trademarks and brands), publications (magazines, newspapers and books)Print advertising, posters, billboards, websitesGraphic element, logo and product packaging.For example,Product packagingMay include trademarks or other works of art, arranged texts and pureDesign Elements, such as unified style images, shapes and colors.Combination is one of the most important characteristics of graphic design, especially when products use pre-existing materials or multiple elements.
element
1. Conceptual elements, the so-called concept elements are those things that do not actually exist and are invisible, but people's consciousness can feel them.For example, when we see a sharp corner figure, we feel a little bit on it, and there are edge lines on the outline of the object.Conceptual elements include point, line and face.
2．Visual Elements: Conceptual elements will be meaningless if they are not reflected in the actual design.Conceptual elements are usually embodied through visual elements, which include the size, shape, color, etc. of graphics.
3. Relationship element: how visual elements are organized and arranged on the screen, yesDepend on relationshipElement.Including: direction, position, space, center of gravity, etc.
4. Practical element: refers to the meaning, content, purpose and function of the design.
framework
Graphic Artist Designer
Next, we will introduce the composition of graphic design.
Plane compositionAs a door designBasic coursesThe education ofBauhaus The school of design was later applied to various fields of design, such as clothing, decoration, interior design, modeling design, architecture, painting, etc.Through the study of this course, students can deepen their understanding of the relationship between form and form, and cultivate their ability to organize and create form.
Definition of composition: composition is a modeling concept.It is to reassemble different or the same morphological units into a new unit image, givingVisual perceptionNew form image.
Constituent elements
Conceptual elements: points, lines, surfaces and bodies that exist in the mind.
Visual elements: the concept elements are reflected in the actual design, including size, shape, color, texture, etc.
Relationship element: it is to organize and arrange the visual elements on the screen, which is the basis for forming a pictureVisual communicationThe purpose of.Including direction, position, space, center of gravity, etc.
Practical element: refers to the content, purpose and function expressed by the design.
Logo design
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characteristic
1、 Design speed.That is, under the fast pace of modern life,Logo designIt should be clear and concise at a glance;
2、 Designedaccuracy。That is, the works of the design company reflect the accuracy of the content, and the logo design must reflect the company, groupcommercial organizationThe nature and characteristics of the commodity;
3、 Designedinformation content。The design should reflect the breadth and depth of the content.
main points
1、 Identification of design signs.Logo designMust have a unique personality, easy to make the public know and remember, leaving a good impression.But relatively speaking, if the logo works of the design company are similar to those of others, and they look familiar, the design with no features and vague features will certainly not impress people;
2、 Originality of design.Design is expensive, with original ideas andShapingThe same is true of logo design.The original logo will leave a unique impression in the public's mind and stand the test of time.Originality can be created out of nothing, or design creativity can be added to traditional and daily life to bring forth new ideas;
3、 The times of design.The logo design cannot be out of touch with the times, which gives people the impression of being outdated and backward.The symbol of a modern enterprise must, of course, have a sense of modernity;Enterprises rich in historical traditions should also inject the taste of the times, carry forward the past and usher in the future, and guide the trend;
4、 DesignedRegionality。Each institutional enterprise has a different regional character, which may be reflected in the historical background of the institution, the cultural roots behind the products or services, and the scope and target of the market.Signs can have obvious regional characteristics;But relatively speaking, it can also have strongInternational image。This is often the most difficult place for designers of design companies to grasp;
VLogo designOfApplicability。The logo design must be suitable for the visual transmission media used by institutions and enterprises.Each media has different characteristics or limitations, and the application of trademarks must adapt to the conditions of each media.The shape, size, color and texture should be considered carefully.Thus the design works have better applicability.
spirit
A good logo design created by a design company basically requires three major spirits:
1、 The assertiveness of design.The design company must clarify the ideal idea pursued by the enterprise, and then transform it into understandable graphics, and take the most appropriate theme as the expression of creativity, finally forming the unique value and culture of the enterprise;
2、 Internationality of design.This refers to starting from the local, rather thanEurope and AmericaThe Japanese view is the appeal, which can make people feel the Chinese (Taiwan) enterprises or brands at a glance, and gradually form a favorable impression.In shortLocal cultureIt means "meaning"Western AestheticsTo represent the formation of "shape" to meet the internationalization;
3、 Design forceMobility。The design company needs to transform from a decent, honest and practical image to an innovative, challenging and active modern enterprise.The sign of stability can no longer beenterprise operation The symbol of.How to reflect the modern demands through the signs, it is necessary to be powerful and dynamic.
essential factor
Sign design must have three elements of width, height and length:
1、 The breadth of design.It refers to the ability topassbook, cards or gifts can be used in a wide range of shapes.Some Kanban designs are very beautiful, but once used in passbooks or cards, they become a mess. Such logo design is not good, and must be able to communicate with all enterprisesinstrument of propaganda or publicityIt is a good idea to be able to useLogo design；
2、 The height of the design.It refers to the feeling of being international and having a high degree of completion in terms of color and shape of modeling;
3、 The length of the design.It refers to timeDuctility。That is, a good design company can not create works that are considered obsolete and outdated only two or three years ago, but must be able to coexist and develop with the enterprise.Therefore, the logo design should be applicable for at least 10-20 years.
Interior design
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For thousands of years, the history and style of interior design has its own internal development mechanism, but at the same time, it is closely related to the development of society and basically keeps pace with the development.Take Europe for example,ancient GreekIn its heyday, it was the architectural complex and temple interior of the city-state's god of protection,Ancient RomePure consumptionLarge public buildings, medievalReligious architectureTherefore, the unique interior designArt genreAnd style.
Ancient Egyptian style
ancientEgyptThe Egyptians, who mainly engaged in farming and believed in gods and the afterlife, built a large number of shrines and royal tombs with stones (the upper class built houses with bricks, the civilians dug holes for houses, and used sticks and mud as walls).The walls and ceilings of the tomb are mostly covered with murals and decorative patterns.A large number of furniture were unearthed from the tomb, such as:Armchair、Folding chairBenches, beds, tables, tables, etc.Most of the chairs are decorated with colored carvings and inlaid with gold, silver and elephant legs.The structure of the furniture adopts the connection method of wooden bars and wooden bars, and there are tenons and other methods.ReflectsAncient EgyptHigh level of woodworking technology.
Romanesque
During the period of the ancient Roman republic, the Romans were warlike, reflecting their simple and rigorous style in culture and art.After the era of the emperor in 31 AD, due to material wealth and slave labor, the nobility began to live in luxury.The typical residence is a columnar atrium with two courtyards in the front and back, a reception room with a large skylight in the center of the atrium, various rooms for family members in the backyard, a reception room for ancestors and family gods in the center, and the host's reception room.
Ancient RomeFurniture fromItalyPompeii SiteUnearthedMetal furnitureandMarble furniture, as well as various rotary wooden leg seats seen from the muralsdeck chair, tables, cabinets, etc.Similar to the seat of an ancient Greek bishop, with outward curved legsArmchair。In the early Middle Ages of the 5th to 6th centuries, the combination of ancient Roman style and local characteristics produced the Roman style.From the 11th century to the 12th century, religious buildings prevailed. The Roman style was developed from the European basilica churches, which thickened the walls of Roman arched buildingsThick wallThe solemn beauty produced, andChurch architectureThere are few windows and the interior is very dark, resulting in interior decoration reliefIndoor sculptureOfMystery, this is itsartistic characteristics 。
gothic
EuropeGothicThe style came into being at the beginning of the 12th and 13th centuriesReligious architectureIndoor columns arranged vertically and the tapered upward thin columnsPlaidArch opening, flame shaped molding decoration, curlingLinen, spiral and other decorative patterns to create a solemn and mysterious atmosphere of religious supremacy.At the end of the 14th century, Europeeconomic developmentWhen people become rich, the general interior decoration tends to be gorgeous in shape and rich in color. The number of wealthy people in Britain is increasing. The residences of ordinary citizens also pursue beautiful and bright effects and exquisite decoration. The typical practice is to use furniture that imitates arched lines and feet.
European style
The RenaissanceThe style of the period has the cultural characteristics of breaking through the feudalism and closeness of medieval decoration and attaching importance to human nature.Move the center of culture and art from the palace to the people, andAncient Greek CultureAncient Roman CultureOn the basis of re understanding, it has the significance of regenerating and enriching the classical style.The Renaissance began in Italy in the 14th century.From the 15th century to the 16th century, it entered a prosperous period, and gradually formed its own unique style in European countries.Italian RenaissanceMost of the furniture in the Tang Dynasty does not reveal the structural parts, but emphasizes the surface carving, and uses the technique of detailed description, which has a rich and gorgeous effect.The interior and furniture wood carvings of the French Renaissance were its main decorative techniques.The British Renaissance style seems to show the characteristics of Gothic style, but with theResidential buildingsWith the rapid development of, indoor technology occupies the main position.
Baroque Rococo
European in the 17th centuryBaroqueThe era when the style was popular was a variant of the Renaissance style.Its artistic characteristics are distorted to break the overall modeling form of the Renaissance, and it also emphasizes the importance of using straight linesLinetypeThe flowing and changing modeling features have excessive decoration and gorgeous and heavy effect.In the interior, painting, sculpture and craft are concentrated on decoration andArt of furnishingsOn,Wall decorationTo show the exquisite FranceTapestryMainly, as well as the wall decorated with large mirror or marble, and precious wood trim boards with overlapping lines and feet.Cat foot furniture and other kinds of furniture with gorgeous colors and gold coordination, and line and curve coordinationDecoration technologyThe use of means constitutes a solemn and luxurious atmosphere in the room.
RococoThe style is a style developed in Europe after the Baroque style. Compared with the thick and heavy features of the Baroque style, Rocco is famous for its uneven lightness and slim curves, and the interior decorations imported from China and India to Europe have influenced it.The word "rococo" comes from the rockery "rocayo" made of shells and rocks in the court gardens of France, which was mistakenly called "rococo" by the Italians and spread widely.It is characterized by the use of shell curves, folds and curved composition segmentation in modeling and decoration, which is extremely complicated and gorgeous, and colorfulChinese volumeThe extensive use of grass patterns has the outstanding characteristics of lightness, mobility, outward expansion and the integration of figures, plants and animals in the patterns.
Modern design provides people with a new way of thinkingindustrial productAnd the communication between each other has a new understanding of the quality of life.
However, in the second half of the twentieth century, when the tree of design was supposed to blossom and bear fruit, the whole world was driven by the rapid economic development.In such a torrent, the design can not be spared and can only run one by one.
Whether John Ruskin, William Morris or Bauhausdesign idea Behind it, there are more or less socialist colors.
The products produced by industrialization are closely related to the economy, which John Ruskin and William Morris hate.Weimar Bauhaus was born under the background of the socialist government. It can be said that the socialist trend led to the formation of Bauhaus thought.
With someIdealismConstituent societyEthical relationshipIt is a prerequisite for the generation of design concepts.The purer this concept is, the more difficult it is to implement it on the land where economic development is the key.
The principle of economic development is very clear.In order to stimulate the consumption development of modern people, new products emerge in endlessly;In order to enable these products to be circulated as consumer objects, various media tried their best to promote them, and advertising media evolved rapidly.
Design has been effectively organized into the process of economic development.
Speaking ofModernism, I have to sayLe Corbusier (Le Corbusier, October 6, 1887 August 27, 1965) andMies van der Rohe（Mies van der Rohe）。Le Corbusier is a paintercarvingAnd architectureModernist ArchitectureMaster.He summed up the new architectural language when he designed the Shawoi Villa in 1929, which became a modern architectural designClassic worksone of.He paid close attention to the residential research of middle and lower class people and advocated mass produced industrial housing."Marseille" built in 1952Residential unit”It is a masterpiece of modernist apartment buildings.Le Corbusier explored the language of modernism extensively, studied the modular and industrial prefabricated production housing deeply, and wrote and practiced.He designed it in his later yearsLangxiang ChurchIts rough and metaphorical modeling design is world-famous, especially the profound and mysterious artistic conception and atmosphere of the interior create unforgettable experience.
Mies van der Rohe is a design giant who not only devotes himself to the study of detail design, but also holds religious beliefs and transcends space.He was rightModernist designThe influence is far-reaching, and the design tends to the artistic research of modeling and the concept of broad space, rather than taking function as the annotation of design.Barcelona, which he designed in 1929International ExpositionAnd the 38 storey office building of Sigmund Brewing Company completed in 1958, designed in 1968West BerlinMuseums in the 20th century are milestones of modernist architectural design.In the interior space design, he advocated "flexible and versatile, unobstructed looking around", put forward the slogan "less is more", and strived for a simple "crystal box" style in modeling.He pays attention to detail design and attaches great importance to connection and node processing.Materials usedPay attention to and use more valuable materials.These practices have a great impact on theLate modernismThe architecture and interior design have an impact.
Postmodernism
In the design world“Postmodernism”This new word refers to the kind ofArchitecture, the intelligentsia andProduction designThe popular phenomenon formed around the boundary.This phenomenon first appeared in Italy, and then spread to alldeveloped country。Just as its literal meaning describes, "post-modernism" is a relative concept to "modernism" in terms of its ideological connotationNew era。When we review postmodernism again, we will find that it has not becomeHistory of DesignThe turning point in history.It is just that after the design idea was awakened by modernismIntergenerational processA confusion that arises in.A careful observation will reveal that "postmodernism" is actually a symbol of modernist designers going "aging".As far as modeling design is concerned, postmodernism is well organizedSemiotic system, is a style.
Why do we feel funny when we see pictures of people wearing old style clothes? This is because the whole society is chasing popularity.Similarly, review from the perspective of the 21st centuryPostmodernism, you will also feel funny - just like seeingstreamlineThe revival of.
Two points should be paid attention to when designing a website: overall style andColor matching。
style
The overall style of the website andCreative designIt is the most difficult to learn.The difficulty is that there is no fixed model to refer to and imitate.Given you a theme, no two people can design exactly the same website.
Style is abstract.It refers to the overall image of the site for visitorsComprehensive feeling。This "overall image" includes CI (logo, color, font, slogan), layout, browsing methodInteractivity, words, tone, content value, significance, site honor and many other factors.
Color matching
Whether it is graphic design or web design, color is always the most important part.When we are far away from the display screen, what we see is not beautiful layout or beautiful pictures, but the color of the web page.
Tips for page color matching:
1. Use a color: here, select a color, and then adjust the transparency orsaturation, such pages look uniform in color and layered;
2. Use two colors: first select a color, then select itsContrast color；
3. Use a color system: simply, use a feeling color, such as light blue, light yellow, and light green;Or soil yellow, soil gray, soil blue.
In the color matching of web pages, remember some mistakes:
1. Don't use all colors, try to control within three to five colors;
2. The contrast between the background and the previous text should be as large as possible (never use complicated patterns as the background), so as to highlight the main text content.
clothing design
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concept
It seems that there is no other thing that can represent such a complex concept as clothing: basically speaking, clothing is a living thing, playing the role of shelter;On the other hand, clothing is also a work of art. A simple clothing has a wholeSocial historyAnd culture.definition
clothing design
Clothing is defined as a state of being dressed.Therefore, clothing design should consider not only clothes, but also people.successfulFashion DesignerOn the one hand is an artist, on the other hand issociologist。
machine design
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Machine Design, according to the user's use requirements, conceives, analyzes and calculates the working principle, structure, motion mode, force and energy transmission mode, material, shape and size of each part, lubrication method, etc. of special machinery, and converts them into specific descriptions as the basis for manufacturingworking process。
Mechanical design is an important part of mechanical engineering, the first step of mechanical production, and the decisionMechanical propertiesThe most important factor of.The goal of mechanical design is:Theoretical knowledgeAnd calculation means, etc.)optimal design 。Optimization design needs to comprehensively consider many requirements, generally including the best working performance and the lowestManufacturing cost, minimum size and weight, the most reliable in use, the least consumption and the least environmental pollution.These requirements are often contradictory, and their relative importance varies with the type and use of machinery.The task of the designer is to weigh the weight according to the specific situation, make overall plans, and make the designed machinery have the optimal synthesisTechnical and economic effects。In the past, the optimization of design mainly depended on the knowledge, experience and foresight of designers.With mechanical engineeringBasic theoryandvalue engineeringDevelopment of new disciplines, such as system analysis, and technologies for manufacturing and useeconomic data Accumulation of data, promotion and application of computers, and gradual abandonment of optimizationsubjective judgment And rely onScientific computing。Different machines serving different industries apply different working principles and require different functions and characteristics.
Mechanical Design ForumIt provides communication in this regard.The design of industrial machinery, especially the mechanical design of the whole and the whole system, must be attached to the relevantIndustrial technologyIt is difficult to form an independent discipline.Therefore, agricultural machinery design, mining machinery design, textile machinery design, automobile design, ship design, pump designCompressor design、Steam turbineDesign, internal combustion engine design, machine tool design and other professional mechanical design disciplines.However, there are many professional designsGeneric Technology , for exampleMechanism analysisAnd synthesis, force and energy analysis and calculationEngineering Materials, material strength, transmission, lubrication, sealing, standardization, reliabilityWorkmanship, optimization, etc.In addition, there are also emerging designs that study the internal laws of design work and the reasonable steps and methods of designMethodology。Combine the common technology of mechanical design withRationalizationThe design methodology ofEducatorsWe are working hard.
