Text/Wang Yan Xu Cunfu
Vision is one of the main means of obtaining information today. The structural relationship between each visual symbol is completed according to visual logic, so the reasonable composition of typography arrangement in graphic design is an orderly reproduction of visual logic. When the audience appreciates the graphic design works, it receives the information through its own perceptual way, which undoubtedly requires the orderly expression of visual logic.
The ultimate appeal of graphic design is to accurately convey the information to the audience through the rapid, effective and rational use of artistic techniques; the viewer's cognition and understanding is to complete the acceptance of information through the visual logic generated by typography. Therefore, the good sense of order and rhythm in the layout design is to cater to the reading habits of the audience, can guide the visual logic of the public, and ultimately achieve effective transmission.
People's normal visual logic is from top to bottom, left to right, from left to right, and there is only one focus point. Therefore, in the layout of graphic design layout, we should take into account the focus of the audience reading information, and carry out hierarchical design through the importance and sequencing of information, forming major information points and secondary information points, so that this primary and secondary relationship can guide the public to read layer by layer.
Shape, color and quality are the most basic elements of graphic design, and also the most effective and intuitive design symbols that convey information, so in the process of layout arrangement, to conform to the visual logic of the audience, it is necessary to use visual symbols such as shape, color and quality to be placed in an orderly manner using the law of formal beauty. How to impress the public, how to reflect the intriguing connotation, and make it reflected in the mind, lies in whether the layout process has a visual logic that attracts the public's attention.
As we all know, the range of graphic design involves a wide range, including print advertising design, book binding design, packaging design, etc., which require the participation of visual elements. Excellent, brilliant graphic design works, there are good design points on the one hand, there are appropriate, unique layout arrangement to complete the expression is another aspect. It can be seen that in graphic design, the typographical arrangement role of visual information transmission cannot be underestimated.
1. Visual logic and the integrity of typography design
Visual logic is the structural bond between the various visual symbols, and the relationship between the visual elements needs to be handled accordingly in the typography arrangement. In the face of today's fast-paced life, people need to read information quickly and fluently and in an orderly manner, which shows the orderliness between visual logic and typography. In graphic design, the organizational structure we see is composed of shapes, colors, and complete pictures, and this structure contains different levels of visual symbols.
Shape is composed of the smallest modeling unit points, lines and surfaces; color is to establish a certain connotation on the basis of shape; the complete picture is to complete the overall design through shape, color and different arrangements and combinations, conveying visual information. It can be seen that every element in graphic design is indispensable in layout design and has its own role.
The layout design in graphic design is not as direct and clear as the symbols such as shape and color, but because its visual logic is completed by the visual psychology of the audience to comply with the order of the view of beauty, the overall design of the layout is actually the integration of various visual elements that conform to the visual psychological reception habits of the viewer. In real life, when the audience receives information, it is not a simple functional reflection of external objects, but conscious thinking and psychology work together, which is a bottom-up information integration.
2. Visual logic and hierarchical typography design
Visual logic is inseparable from the audience's comprehension and cognition, and it has the characteristics of selectivity, contrast and similarity.
Visual logic selectivity. In the graphic design work, the combination of various elements is not simply stacked, but the use of visual logic and form to construct each element. In graphic design, when people obtain or process the corresponding information, they have become accustomed to looking for a most concise and common sense visual logic, so that the primary and secondary are clear and the structure is clear, which not only highlights the information theme, but also expresses the information accurately.
Visual logical contrast. Because the background presents a clear theme content, it is naturally determined that human vision can only focus on a single object, and it is impossible to focus on multiple objects at the same time. It can be seen that human vision cannot focus on the background and the theme content at the same time. For example, we see the application of contrast in typography design, such as the theme color using a pair of extreme black and white performance, the text content using size contrast, the pattern using positive and negative shapes, so that the theme content is not only prominent from the background, but also pulls a certain layer to convey the information to be expressed.
Visual logical similarity. Gestalt psychology suggests that when the audience perceives external things, it perceives similar elements as a unit, and there will be obvious similarities or certain differences in the same thing in the natural perception process. For example, the font in the book cover is often divided into several different areas in the layout arrangement, expressed through different fonts, colors, etc., so it is different in information acquisition, but the visual logic is at the same level.
It can be seen that the visual force on the acceptance of objective objects is selective, organized, in the layout and design process to fully consider the visual logic and typography of the level of layout design, only to achieve the level of layout is clear, clear, in order to highlight the theme content, but also to make the audience's visual experience more fluent.
Graphic design works have a variety of expression techniques, layout design is particularly important, whether the layout is beautiful, whether it is novel, whether it can clearly and accurately express the theme, are all completed through the shape, color, quality and other arrangements. Not only that, in the process of arrangement, it is necessary to rationally and logically process the design content, so that the picture conforms to reasonable visual logic and quickly transmits the theme content.
1. Attention to visual logic
Visual attention is the first psychological element of the audience's acceptance of external information. The audience's acceptance of external information will instantly produce a judgment of the acceptance of information, and can form a first sense of the information, and then make corresponding actions. This perceptual process lies in the direction and concentration of attention and produces a certain degree of selectivity. Attention is a process of receiving information in visual observation, and the stimulation intensity and difference of information can quickly and effectively attract the attention of the audience.
For example, in typography, size, color contrast, graphics, spatial layout, the use of text in different shapes, etc., all make visual logic associated with people's visual experience and personality psychology. Therefore, in the layout design, various visual elements and psychological elements should be cleverly used to arouse the attention of the viewer and enhance the attractiveness of the layout.
2. The readability of visual logic
People have their own visual logic habits when watching graphic design works, this habit is called the "spatial movement" of the line of sight, normal people in the appreciation of the work, there is an invisible line in the heart will lead through the elements of the layout, guiding the viewer to read, which is actually a self-visual process. The audience outlines the sense of hierarchy and direction in the invisible line in the subconscious of the self, and locates the atmosphere and information level of the overall picture.
In order to make the information can be effectively, quickly and fluently transmitted, the layout arrangement needs to arrange different visual elements according to the priority and order, so that it conforms to the reading habits of the public, so that the information can be accepted one by one according to the design level.
When the audience appreciates the graphic design work, the first thing that catches the eye is the best field of view of the eye, and then moves along the viewpoint from top to bottom, from left to right, which is a way of reading that the audience has long been accustomed to. Therefore, in the layout design, the best viewshed is positioned in the upper left or upper middle, and the elements should be arranged according to the visual habits of the viewer when designing, so that it is easy for the audience to accept. On the contrary, it will directly affect the information transmission and visual effects.
3. Visual logic is diverse
In the appreciation of graphic design works, it is not difficult to find that the visual logic that guides the audience is composed of complex elements of the picture. However, after simplification, it was found that visual logic can be highly generalized, and all the information points can be attributed to the most basic feature points and lines that constitute the composition. However, its placement form is different, which will bring people different visual logic, and different visual logic can bring different visual effects, thus causing different psychological feelings for the audience.
Simple visual logic, strong impact of the center of gravity visual logic, soft curves of visual logic, etc. will guide the audience to read, because they have their own different visual points, so they are often used alone or in combination in graphic design works. If the designer chooses the appropriate visual logic form, it can not only bring accurate information, but also bring certain aesthetic effects.
In short, in long-term life, people have formed their own psychological feelings and visual logic through life experience and practical experience. Therefore, the layout arrangement in graphic design should be based on the visual logic of the audience, understand its perception and consciousness, and make reasonable layout structure arrangements, so as to better, more effectively, quickly and accurately convey the information.