Abstract: Graphic art is a special language form. With its highly generalized and simple shapes, it shows a rich and profound connotation. Due to its intuitive and common characteristics, it has become an important carrier for people to exchange ideas and disseminate information in modern society. It is not limited by language, text, culture, ethnicity and geography, and has the advantage of transcending national boundaries and language barriers.
Keywords: Graphic Design, Creative Thinking, Communication The history of graphics can be traced back to human childhood. In the West there are frescoes in the caves of the Altamira Caves in the Paleolithic Age in Spain, and the paintings of deer, horses and cows in Lascaux, France; in China, there are fish, deer, and frogs painted on pottery pattern. The reason why the primitive people used these animals as the main objects of depiction was to be able to hunt them and show a kind of "utilitarianism". In addition, there is a meaning of witchcraft. The beasts with arrows on the screen clearly reflect this meaning. The original human graphic creation contains rich connotations, and its "exchange ideas, disseminate information" function has been circulating in this for thousands of years.
With the rapid development of social economy, the development of transportation and communication technology can be described as a by-product of digital and informatization. Humanity is eager for convenient and fast accessibility, and graphics are adapted to people’s needs. It is a The special language form expresses rich and profound connotations with its highly generalized and simple shapes. Because of its intuitive and universal characteristics, it is not limited by language, text, culture, ethnicity, and geography. This superiority beyond national borders and language barriers has made graphics an exchange of ideas and information in modern society. Indispensable important carrier.
First, graphic design In graphic design, rich artistic imagination and creative thinking ability are the key to successful graphic design. Einstein said: “Imagination is more important than knowledge, because knowledge is limited, and imagination sums up everything in the world, promotes progress, and is the source of knowledge evolution.†The process of graphic design is to give full play to the arts. Imagination makes the process of creative thinking unfolding and eventually creates new graphics. This new graphic will give people new visual sensations and they will be felt and resonated by people. The characteristic of creative thinking is to seek differences. It is manifested by looking at the essence through phenomena, creatively excavating and expressing the connotation of things, and pursuing the novelty and uniqueness of the results.
One of the main features of modern society is the proliferation of information. People are consciously or unconsciously accepting all kinds of information at all times, including various kinds of graphical information. If the shapes of various graphics are too similar, it will create difficulties for the audience's perception and understanding. The result is that the visual communication function of the graphics is dispelled. The more complex the process of discerning graphics, the harder the function of the graphics will be. This requires designers to avoid falling into a certain mentality and unable to extricate themselves. We must start with a unique perspective and conduct research on specific cases in a way that is different from ordinary people's thinking. This makes the final works unique and unique. This is the prerequisite for the recognition and validity of the figures in the dissemination process.
The United States is the common pursuit of humanity in ancient and modern times. The graphic designer combs and extracts elements of design from nature and traditional Chinese and foreign cultures, creatively grasps the connection between ideals and reality through gradual or epistemic methods, and seeks the “most appropriate†expression form. The design work not only contains profound symbolic meanings, but also has a beautiful form, enabling the viewer to spontaneously, consciously, and actively generate associations in a state of euphoria, acting in accordance with the designer's and communicators' expectations. The ultimate goal of graphic design is the active behavior of the audience after understanding the meaning of the graphic. This is both the basic requirement for graphic design and the fundamental purpose of graphic design.
Second, the spread of the value of graphics In the history of human civilization, both Eastern and Western, both developed and indigenous communities have accumulated a large number of graphical resources. The rapid development and openness of modern society and the extensiveness of exchanges have objectively expanded the scope of common human experience and provided a good environment for the development of graphic art that goes beyond language, writing, culture, ethnicity, and regions. basis.
In the long-term use process, many graphics have reached a consensus on a global scale, such as traffic sign graphics, sports logo graphics, and public location indication logo graphics. In terms of the effects of communication, graphics are easier to recognize and remember than words, making it easier for people to recognize them from a distance and understand them more accurately and quickly so that people can respond quickly. Therefore, the traffic signs near the freeway use graphical symbols, and rarely use textual explanations. This is because the driver cannot see and read the text while driving at high speed. At the same time, the international features of the graphic symbols facilitate the identification of motorists in different countries and languages. The UK's Consumer Safety Unit (CSU) conducted a survey on the role of graphic symbols in representing safety information to consumers. The conclusion is that graphic symbols are a way to communicate to consumers without using text and saving space. Product safety information method.
The design of the logo of the International Auction Organization Committee uses the Chinese character “slap†as the main image and the design of the right “white†character as a hammer. The hammer is a typical image of an auction. The pattern of the Chinese character “slap†and the round outer circle forming the seal reflects the industry's normative characteristics of the “trusted and proven†auction. The whole logo is clean and neat, and the figures are highly summarized. It is easy to think of the concept of “auctionâ€, which not only meets the characteristics of the auction, but also makes people understand it at a glance. Its meaning is conveyed intuitively and clearly.
The 2008 Beijing Olympics logo is also a classic for modern graphic design. Its overall structure borrows the “circle length†graphics from Chinese traditional auspicious designs, and uses the strokes of Chinese cursive Chinese cursive script. The virtual lines of graphic lines are the “flying white†effects of Chinese paintings and paintings that are “not intendedâ€. This graphic shows an extremely rich connotation: five stars are the symbols of the Chinese nation; five rings are the symbol of the Olympic Games; Tai Chi is the oldest sport in China; it is the most popular fitness movement in China; the Chinese knot symbolizes auspiciousness and harmony. , unity, and equality. The logo not only conveys the "faster, higher and stronger" Olympic spirit, but also serves as a visual bridge to show the spiritual outlook of contemporary Chinese people.
Conclusion Graphic design is a product of culture. Different graphics express different meanings and also show different cultural qualities. Successful visual communication design depends first and foremost on the success of graphic design. This is the consensus of contemporary Chinese and foreign design communities. China's graphic design should take the promotion of Chinese culture as its own responsibility, while humbly learning the excellent culture of other nations. As Mr. Xu Beihong said: "The best of the ancient law keep it, and the deceased will continue it, those who are not good will change it, and those who are not enough will increase it. Those who can draw in Western paintings will melt it." Although Mr. Beihong is Painting, then graphic design is the same thing. From the height of advancing the process of human civilization, we have continuously designed excellent graphics and promoted the development of modern visual arts. This is the responsibility that the era has given to contemporary designers, and it should also be our cultural consciousness.
â– Wang Ping Liu Ying Source: "Decoration"