Abstract: Today's commercial development in China, today, in business culture, attracting design has become an indispensable aspect. Designers and scholars have done different attention or research from different perspectives. Among them, the relationship between individuals and the overall environment in the business invitation design is an unavoidable and important aspect that affects its functional and formal beauty. Individual recruitment design and the overall environment are two aspects that cannot be separated. Only by properly handling the relationship between them can we better reflect the beauty of the attraction. Only in this way can the functional and artistic development be coordinated.
Contemporary business invitations have developed together with their commercial ontology in the form of rapid expansion of modern commerce. The results of reform and opening up over the past 20 years have witnessed the success of commercial development with Chinese characteristics, but from the perspective of public aesthetics and modern design culture, contemporary With the development of business invitation design, today, the esthetic function, communication function, and functional role that should be assumed are not satisfactory.
Folkloreologist Mr. Qu Yanbin defined this in the book “China Zhaozhao Dictionary.†“Toad is a common name for 'signature' and 'zizi'. It is an industry and commerce and other industries that promote the business to the public. The content, characteristics, and grades of information are indicative of the specific advertising and sign of the business. It is also a kind of visual communication traditional advertising folklore and folklore language art." Here, Mr. Qu Yanbin mainly It is from the perspective of folklore to study and define. If we start today from the perspective of visual and commercial design aesthetics, we also need to realize that contemporary recruiting design should also reflect the specific public art associated with it through the surface of commercial culture. The sense of beauty, this form related to visual communication also shoulders the functions of the era of commercial culture, visual language culture and the continuation and development of ethnic traditions. This kind of functionality does not exist in isolation. It is consistent with the audience, social development, and the trend. Since business invitations are ultimately carried out on people’s visual senses, it is particularly important that the sense of formality can be accurately conveyed to the audience in the first vision; the performance of the aesthetics that affect contemporary business invitations is also numerous. For reasons, I am here to abandon other influencing factors and design factors, and only analyze and formulate the relationship between the design individual and the surrounding environment.
In the view of Marx's philosophy, the relationship between individuals and the whole is a relationship between dialectic and unity, and they can be combined well with each other, and they also produce contradictory situations. After more than 20 years of development and communication with the world, there is still a gap between first-rate design and contemporary design. However, there are many significant improvements. Simply analyzing from the design individual, the combination of emotion and form is indeed at an appropriate point of integration. Just as we have the same feeling when we look at the design renderings, we have inevitably used the space of imagination in the minds of designers. , Conceived the effect map into the actual scene, this imagination is subconscious for the designer, this is the result of long-term work habits, just like the artistic intuition Susan Lange said, it is people The direct grasp and evaluation of the meaning of artwork; at this stage we may call it the perfect stage of design. In the process of designing concepts applied to the processing of physical materials, many designers will find that due to the limitations and imperfections of process materials, these commercial invitations for finished products or semi-finished products have begun to deviate from the original design effects. Here we can It is called the process of deviation. In the end, the finished photographs appear in a “cruel†reality, and their final form may have deviated from the original intention of the author. We call it the separation phase. The causes of this tragic consequence are different, but it comes down to the fact that there is no proper integration of individuals in the environment, or that individuals cannot adapt to the overall atmosphere.
Since it is the relationship between dialectic and unity, it is the two sides of things that play a leading role. If one is engaged in the analysis of the unity of things, the emergence of an aesthetically pleasing business invitation may become the highlight of an area or business street. Going to a modern city not only has the formal beauty of the individual, but is also an element and an integral part of the overall environment. The two complement each other. In fact, if there is no individual composition, there is no concept of the whole. of. No one will refute the opening of a fashion mall on Nanjing Road in Shanghai, but if you open it up in the ancient town of Zhouzhuang, a suburb of Shanghai, I am afraid that it will be difficult to accept such unorthodox placement. The relationship between the individual vision and the public environment has always been valued by many designers. In the book “Public Environment Art†by Liu Lin’s teacher, the emphasis is on the importance and necessity of coordination in this area; the visual form of the individual Need to integrate well into the surrounding environment. Only in this way can individual expressions of beauty be able to fulfill their functional requirements to the maximum extent possible. The function of recruitment and the form of beauty can be improved and played in a large environment. Here, the environment The proper combination of configuration and recruiting individuals will often produce interactive results, 1+1>2 results, depending on the scene lining, depending on the object. Things are always two sides, but in today's situation, the contradictory situation seems to be more. The tactics of individual design are finally emerged as the most unique artistic techniques. Whether it is in harmony with the actual environment or not should be considered before designing. Otherwise, the meaning of design is too one-sided and thin. Taking into account the circumstances of the surrounding environment must be considered from various aspects.
First of all, according to the business content and characteristics of the business, make a unified arrangement of the form, materials, performance methods, and design style and aesthetic sense of the recruits. Consider whether it is consistent with the location or geographical location, whether it is with other existing stores. There is a conflict between visual information such as advertisements, placards, and window displays. In addition to this, it is necessary to have no influence on the public facilities of the surrounding environment, or to take care not to be affected by it. A simple example is given. There are electric lines or passers-by signs, garbage boxes, etc. in the general commercial street or storefront. These inconspicuous facilities sometimes affect the visual and communication effects of the attraction. This is why I mentioned in the previous article that the tactics placed in the public environment always intentionally or unintentionally deviate from the designer's original vision; the language in the design is What's bad is particularly important in the design of the gongs and gongs. It is already a complete visual performance. Suddenly, due to the passage of several wires at high altitudes, the formal beauty of the banishment was destroyed, and the most important thing was the impact on the tactics. The expression of the visual function and communication of the embarrassment, these issues are particularly prominent at present, the relationship between public facilities and individual design has not yet been recognized by the public and the government, so it often leads to the design of a complete plan to be cut into wire. It is not surprising that the two half cases are frequent.
Second, we must also consider whether the culture, connotation, or merchant's taste of Zhaozhao is reflected; this is a high-level design requirement. This is like the point-to-line relationship. Each point is organized into lines, but similar "points" will eventually be overwhelmed in the online, so in the process of being able to compose lines, they must communicate themselves. The content is communicated to the audience. In ancient Chinese business culture, the use of signboards and nephews is quite mature and widespread, whether it is the embodiment of visual aesthetics or the outline of industry features. Today, our business operations seem to lack the accumulation and support of the culture. The business culture is a theme supported by both business and culture. It is reflected in the design of tactics. The visual media, the cultural concept of communication between audiences and businesses.
Finally, designers must be aware of this problem. The Zhaozhao art that exists in the marketplace is a component of the mass media. It belongs to the category of public art both objectively and objectively. Since it is public art, it differs from it. The value of art collections of galleries and art galleries is largely reflected in the opportunity of the public's visual communication, allowing art to serve the people and giving full play to the social role and purpose of art. The main body of the contemporary public is the public. The important part of the beauty of the market is the store's storefront and design, but all this is based on the dissemination of public art, serving the needs of the public's aesthetic needs, or can, to a certain extent, guide the needs of the public aesthetics. It is even more public. artistic.
The business invitation design and the surrounding environment are interdependent and interactive. Only by correctly recognizing the existence of the problem and analyzing the relationship between the objective analysis can we correctly handle the relationship between the individual's design and the surrounding environment. They are interdependent, and if they are used well, they can work together. On the other hand, if one side destroys the other, it will also create an embarrassing situation. But this is not a separate issue in one aspect, but it requires the good design concepts of the designer, the business philosophy of the merchant, and the relevant functional departments of the government to coordinate and work hard to handle this issue. It is a problem of art, a problem of business, and a problem of the public.
Author: Huangzhan Wen Zhang Source: Vision Union