The beauty of language and character design of the

The language and design beauty of graphics

graphics can be understood as all graphics and types except photography. With its unique phenomenal power, graphics show unique visual charm in the composition of the layout. Graphics is an important material to form advertising character and improve visual attention in plane elements. Graphics can subconsciously affect the communication effect of advertising. Graphics occupy important pages, some even all pages. Graphics can often attract people's attention and stimulate reading interest. Graphics give people a better visual impression than words, and use graphic symbols reasonably

1. Graphic design language

as a design language, you should pay attention to speak clearly. In processing, we must pay attention to the main characteristics and pay attention to the details of key parts. Otherwise, a hundred miles will be lost. For example, apples, tomatoes, oranges, etc. are similar in size, but they are actually very different, which requires that many enterprises want to add their different characteristics in processing

the graphic expression of creativity is to give full play to imaginative thinking and creativity through deep thinking and systematic analysis of the center of creativity, and visualize imagination and ideas. This is the last and key link of creativity. From how to analyze, how to think to how to express the process. Due to the unique social labor and language of human beings, people's consciousness activities have gradually reached a high level of development with the upgrading of "industry 4.0" to the national strategy and the new material "1035" plan. Human thinking starts with understanding images, then records them in the brain to form concepts, and then generalizes and fixes these concepts derived from actual life experience, Instead, various objects and processes in the external world and even their own thinking world produce their corresponding images in the brain. These influences are separated from the direct external relationship between HP and BASF, and are maintained and operated independently of thinking. These impressions are based on narrow language, but also expressed in broad language such as visual graphics, body movements, music and so on

"strange", "different" and "strange" graphics are not the goal of designers. Easy to understand, concise and lively graphic language is the necessary condition to achieve strong visual impact, so as to facilitate the public's understanding, understanding and memory of the advertising theme

in certain artistic philosophy and visual principles, creativity is created through thousands of years of imagination and art. As a complex and interesting thinking activity, creativity appears in visual image and has a certain creative form in today's graphic creativity and advertising design

2. The essential relationship between graphic design and symbols

graphics itself is a symbol image in visual space design. It is a more direct and accurate communication medium in the process of visual communication. It plays an important role in communicating people with culture and information. In graphic design, the application of semiotics affects the expression of graphic design. It is precisely because of its existence that the information transmission of graphic design is more scientific and accurate, and the expression methods are more colorful

the famous Italian semiotician Aike proposed: define the symbol as any such thing, which can be regarded as something that represents other things according to the established social habits -

a sign x represents y that is not there. The idiom "goose mud Hongzhao" vividly and accurately expresses the concept of the symbol. The claw prints left by the goose on the mud and snow make people know the fact that a goose once passed here, And we can infer the size of the goose and other information. Paw print is the mark X, while the goose is not in y. Semiotics is the science of studying the law of symbols

in the racing field, the designer painted the wall at the corner with black and yellow stripes to remind drivers to concentrate and be alert to accidents. This is because whenever people see black and yellow stripes, they will unconsciously have a sense of fear and vigilance. This feeling may not only come from the visual characteristics of the pattern color itself, but also be related to the association of black and yellow stripes with animals that may bring danger to people, such as tigers or bees, People's fear and vigilance towards such figures is the continuation of people's fear and vigilance towards tigers or bees in their common life experience; The same green often makes people feel relaxed and happy, as if they are in the dense jungle and fresh air, and life can grow healthily in the natural environment. Therefore, green is more used in the design topics in the field of life, such as medicine and environmental protection

graphic design itself is the expression of symbols. Designers use it to convey their own thinking process and conclusion to the audience to achieve the purpose of guidance or persuasion; In other words, the audience is also confirmed by the designer's works and their own experience, and finally understand the thoughts and feelings that the designer wants to express. Obviously, as an intermediate medium, graphic design works act as the designer's ideological and emotional symbol at this time, and whether the information expressed by this symbol can be accurately, quickly and effectively accepted and recognized by the viewer has become the symbol of the success of the design works. This is precisely determined by the accuracy and effectiveness of the designer's grasp of the selection, combination, transformation and regeneration of graphic symbols in the design thinking process. It can be said that symbols are tools to express thoughts and feelings. The old adage "if you want to do good work, you must sharpen your tools first" has been newly interpreted here

as early as the spring and Autumn period and the Warring States period, Zhuang Zi, a famous thinker in China, pointed out in his book Zhuangzi waipian that "the speaker cares so much, and forgets to speak when he is proud", that is, there is a relationship between the representation and the represented between language and things. Language is the representation of things, things are the represented by language, the task of language is the transmission of things' information, and the role of language is the media of information transmission. Symbols are things that use certain media to represent or indicate something. In fact, it is a process of symbolizing the world. Thinking is nothing more than an operation process of selecting, combining, transforming and regenerating symbols. Therefore, it can be said that people think with symbols, and symbols are the main body of thinking. Graphic design is for the purpose of information transmission. Undoubtedly, it is also a thinking process to plan the position, proportion and relationship of fonts in two-dimensional space, but at the same time, it is not a thinking process in the usual sense

three types and levels of symbols

from the perspective of the relationship between symbols and the objects it refers to (that is, its direction and the things or fields involved), it is generally believed in the field of symbol theory research that symbols can be divided into the following three different types, which are also three levels of symbols

image symbols (icon)

figure ratchet wrench torsion testing machine knowledge like symbols are formed by simulating objects or similarities with objects. For example, a portrait is someone's image symbol. People have intuitive perception of it, which can be recognized through image similarity

indicator (index) there is a causal or spatiotemporal correlation between the indicator and the object referred to. For example, road signs are the indicators of roads; And the door is the sign of building exit

symbol (symbol)

there is no inevitable or internal connection between symbol and the object it refers to. It is the result of convention. The object it refers to and the acquisition of relevant meaning are the combination of associations generated by the feelings of many people for a long time, that is, social customs. For example, red represents revolution, and peaches are a symbol of longevity in the eyes of Chinese people

layout graphic design itself is the expression of symbols. Designers use it to convey their own thinking process and conclusion to the audience, so as to achieve the purpose of guidance or persuasion; In other words, the audience is also confirmed by the designer's works and their own experience, and finally understand the thoughts and feelings that the designer wants to express. Obviously, as an intermediate medium, graphic design works act as the designer's ideological and emotional symbol at this time, and whether the information expressed by this symbol can be accurately, quickly and effectively accepted and recognized by the viewer has become the symbol of the success of the design works. This is precisely determined by the accuracy and effectiveness of the designer's grasp of the selection, combination, transformation and regeneration of graphic symbols in the design thinking process. It can be said that symbols are tools to express thoughts and feelings. The old adage "if you want to do good work, you must sharpen your tools first" has been newly interpreted here

variable thinking of grasping symbols is a category of time and space

as a narrow personal thinking, it has the same length of time as life and the exploration of different living spaces; As a thinking activity of human society in a broader sense, it has permanence in a general sense and applicability to all spaces involved. As the subject of thinking, symbols are also variable in the transformation of time and space

■ different time and space make a specific symbol have different references

■ different time and space, different symbols refer to the same thing

A. different time and space, so that a specific symbol has different references

a large number of tortoise shells and animal bones unearthed from the Yin Shang site in Anyang, Henan Province, are engraved with a large number of pictographs, called oracle bone inscriptions, which is the earliest writing that can be examined in China. These words were used to record the results of divination, that is, the symbols to record events. With the passage of time, today, thousands of years later, in addition to the fact that it still retains the characteristics of recording event symbols in the eyes of archaeologists, in the eyes of the vast majority of people, these illegible words have become symbols of that era thousands of years ago. In a large number of graphic design works, the image of oracle bone inscriptions appears repeatedly, and the message it conveys is no longer the result of the ancients' inquiry about fate, but has changed into people's memory of that era. Here, these words have become a reminder of the glory of Chinese civilization for thousands of years. The "Swastika" character is an ancient charm, amulet or religious symbol, which is usually considered to be the symbol of fire or the sun, It has appeared in many countries and regions. In China and other Asian countries, "Swastika" is a Buddhist symbol, which means "collection of auspiciousness" in Sanskrit. It is considered to be a auspicious sign that appears on Sakyamuni's chest and is used as a symbol of "ten thousand virtues and auspiciousness"

b. different time and space, different symbols refer to the same thing

our society is experiencing more and more rapid changes. The changing time and space give things new meanings, and things are also constantly changing the symbols representing them to adapt to their new meanings. Living in such a changing time and space, people's cognition of things is also changing, and the image symbols established in the brain will naturally appear differences. Fashion, perhaps the fastest changing thing in society, will be different every year, every month or even every day. Symbols representing fashion are also constantly updated and changed

in 2002, the shape of rogue rabbit swept the capital, which was characterized by its wonderful plot and eye popping visual effects