What is your impression of Zhejiang University?
Western Zen? South China Dream Bamboo?
Or is it a stone carving of The Sea of Fir?
School of Media and International Culture at Zhejiang University
In the Advertising Design course,
Teachers and students from a professional perspective
Presents a whole new answer -
"Impression of Zhejiang University" in plane composition
Déjà vu?
Can you guess where these are?
No aesthetics, no design
This "Advertising Design" course began in 1995, the lecturer Lu Xiaoxiao divided the course content into six parts: Introduction to Design, Graphic Composition, Color Composition, Text Design, Advertising Graphic Creativity, Advertising Arrangement and Design, etc., mainly through the explanation and analysis of theoretical and practical design topics, to cultivate students' aesthetic awareness and design conception ability.
Teacher Lu Xiaoxiao will run the concept of "no aesthetics, no design" throughout the class, hoping to lead the students to discover the beauty derived from daily life and have the "eye to discover beauty". It is also based on this that she set the theme of the coursework to "Impression of Zhejiang University", asking students to first go to the campuses of Zhejiang University to take a beautiful photo, re-draw the picture on the computer into a black and white draft composed of basic visual elements such as points, lines, and surfaces, and then carry out different types of colors such as the same color, adjacent color, contrast color, and complementary color for the black and white draft.
In the process of completing the homework, the students began to explore beauty from the most familiar things around them, and the fantasy scenes of the Campus of Zhejiang University were born...
Photos taken by classmates
The memory of Zhejiang University belongs to us
Qizhen Lakeside
Rich tulips reflected
The stone bridge looks at its shadow
Chen Shidan
yc
Unmanned benches
Spread over soft fallen leaves
Above a clear sky
Skimming past a flock of returning birds
Pan Lyric
Walk through the promenade
In the transformation of light and shadow
Who did you meet unexpectedly?
Chang Yue
Fei Yan
The windows of the East End are the embodiment of dreams
Reach out a tentacle covered with green leaves
Shake without speaking
Xu Yuan
The rotary staircase of the base diagram
Like a huge blooming flower
Someone whispered
Please commemorate me with a rose
Kinwell
The stars and moons hang high over the eaves
Illuminate the lotus road and dreams
ZHANG Lin
Zhang Xin
The bell tower wakes up the dawn
Branches and bedroom buildings
Street lights with the West End under construction
Lover's Lake with its river auditorium
Anzhong Bell Tower
Wan Zheng
Jin Lu
Li Chenxiao
It's all yours
Zhejiang University Memory
Between similar and unlikely
Like a colorful fantasy journey, the familiar scenery of Zhejiang University, through the hands of the students, withdrew from the figurative and became so magnificent and colorful. This is also the "abstraction" that Teacher Lu emphasizes in the curriculum. She pointed out that in design creation, many times need to use abstract graphics, abstract things can carry more content, but also more to stimulate and meet people's aesthetic feelings. "Between the like and the unlike" is an important way to carry out artistic creation, grasp the characteristics of things and highly summarize and refine them and make necessary innovations, and it is also the basic training to exercise creative thinking and artistic design language.
Advertising students have been honing in this abstract and figurative, similar and non-similar exercise for a long time, after completing the "Impression of Zhejiang University", the course group has released 66 groups of theme homework, and the vast majority of students have modified the homework 3 times or more, Lu Xiaoxiao teacher in the homework in the two weeks after upload a total of more than 110 targeted suggestions; often do not pay attention, students and teachers in the group "brushed up the screen".
Zhao Yizhe, a "realistic school" who called himself "Little White Color", could not even distinguish between RGB mode and CMYK mode at the beginning, and the branches were painted "many and miscellaneous". "Fortunately, I have the guidance and help of teachers and classmates. Abstract the shape of the branches and switch away the fluorescent colors," she said, showing off her bedroom-themed homework, "I was able to finish this decent picture." ”
Zhang Xin, who also struggled with some difficulties, searched for many excellent works after class, constantly pondered and practiced, and finally completed a series of "satisfactory" works; although Xu Yuan, who had been exposed to painting, "felt that the plane composition was still relatively simple" at first, she also updated her views in a stroke and a drawing, a little line, and learned "more and deeper knowledge".
The course of the spring semester is nearing the end, from the zero foundation to the presentation of the above works, the students of advertising have gradually experienced the abstract charm of "from life and higher than life", and Teacher Lu Xiaoxiao also frankly said that "teaching is good", lamenting that each session of classroom teaching and teacher-student interaction has given her many new touches and inspirations.
The beauty of Zhejiang University is always there
I hope that every Zhejiang adult will always find that the heart of beauty is always there.
(Source: Zhejiang University)