Process text / leaf Rui This article creative expression called "shake the burden", not only emphasizes its importance in the overall advertising graphic design, but also from the psychological point of view of visual depth. What advertising creative graphic design "shake the burden"? !
The burden of original folk art terminology, refers to a method of organization comic jokes, storytelling, music and other kinds of Shandong Allegro, the modern advertising graphics creative though not exactly equivalent thereto, but its creative ideas and communication also need to "Department of burden" and " shake the burden "of the design process. Thus, in order to make the final ad has complete visual appearance, the advertising graphics how to "shake the burden"?
As the name suggests, "direct confession" approach is the "burden" direct shake off the swing, straight to the point so that the viewer quickly find and understand the creative core of them, the process is clean, neat, great visual impact. Under normal circumstances, only the establishment of a creative "burden." In view of this, in this way for more than a busy street posters so that people quickly understand the idea "burden" of the central element in a hurry.
According to human visual habits, in the middle of the screen graphical most likely to cause concern, therefore, a "direct confession" approach will usually be able to cause a "burden" creative core vision and thinking conflict, in graphical form arrange a prominent position in the whole picture .
In addition, through the "Toulmin bottom dark" or "dark view of the end of the Ming" and luminance differences, as well as the actual situation on the shape, change the direction of approach between the creative "burden" clear and easy to understand, to further enhance its visual moment of infection force. Sometimes you can also use some form with a directional focus to strengthen the role of advertising graphics.
Suggesting that guide and direct confession, though not as straightforward, but it implies that the means and strategic guidance in the way it can make the audience showing off "burden", and explore the "mystery" of the process has been fun, but also so that people keep in mind the ad content to achieve the purpose of advertising, emotions. The following is a "hint guide" of several techniques:
Shaped with a variety of characteristics such as size, orientation, etc., they give people a visual guide to the potential psychological and hinted that used in advertising creative graphic design, people's attention will be directed to the next viewpoint from the viewpoints.
The difference in area ① shape. According to human visual habits, while a larger body when the body is small on the screen, people tend to notice first big body, which later turned down the overall shape of the body is small change. Creative "burden" of the graphics can be treated as a small screen graphics, so that people's attention gradually shifted the "burden" of the excitement of the big ideas of non-core graphics, and fun way to explore the discovery.
②形的方向。 方向是形的一个重要特征，图形中无论是有明显的造型方向，还是暗含有潜在造型运动方向，这些方向的指引势必都会引导人们的视线，从而将创意“包袱”有步骤地逐渐显露出来。
③形的局部变化。 人们在观察事物时，一般往往首先关注总体形态，而后再注意到细节内容。创意包袱的抖现也可用此作为依据，设立有先后顺序的观察引导，尤其是对习惯形局部变异的运用。
色彩与明暗的对比强弱，同样能够起到引导 视觉的作用。 色彩的明度有两种情况：
①同一颜色加黑或加白掺和以后，也能产生各种不同的明暗层次。
②每一种纯色都有与其相应的明度。黄色明度最高，蓝紫色明度最低，红、绿色为中间明度。色彩的明度变化往往会影响到纯度，如红色加入黑色以后明度降低了，同时纯度也降低了；如果红色加白则明度提高了，纯度却降低了。
运用明度的特性可以形成画面的明暗反差，在明暗的交替中形成无形的引导。
平衡能使人感到稳定、舒适，先将主体 图形的中心偏离画面重心，而把表达创意的形象安排于可平衡视觉画面的另一端，让人们在初时的失衡视觉中找到创意“包袱”的核心内容。 打破原本的平衡视觉，将表达创意核心的图形设置于画面中，易于引起关注的右半部，同样也是一种重要的“抖包袱”手法。
广告创意设计不拘泥于形式手法的限制， 往往多种手法并用。 形的暗示与色彩明度的引导常常是结合在一起运用的。例如：可以先通过色彩明暗对比，设立画面的第一个视点，再借助形的方向指引将视线引向第二个视点，以此逐渐分层次地剥开“包袱”，展现创意。
①层层诱导，慢慢展开。 暗示的视觉路线有始有终，总在潜移默化中引导视线“走”完全程，通常是将创意“包袱”的答案设在路径的终点，最后掀起人们的视觉和心理高潮。 这种引导路线的设置，无论是形的引导，还是色彩明度的暗示，都需要有其连贯性，并相应减少其它干扰图形。
②“途”中设难，先抑后扬。 这种暗示路径并不完整，只将观者“送”到 半途，同时又将表现创意“包袱”的图形置于不甚明显之处，让观者于困惑和挑战中搜索画面中的异样信息，最后找到“包袱”里的谜底。
③ repeated, re-emphasized. This guide path is now more commonly used in the case to shake creative "burden", and after pointing to the first creative "burden", through clear guidelines route, the people's attention to the next idea "burden" So to set clear guidance route between the "burden" by shape, color, brightness and other techniques, creative expression for the entire advertising is particularly important.
Using tiled scattered Syria "shake the burden" approach, there are usually more "burden" in the whole creative but due to the order in which they are found, does not affect the people's understanding of the creative intent, can not specifically to each other hints guide, but "dissipate" in the entire discretion of the eyes in the visual route "tour" and continuing to unlock one idea "burden."
In order to achieve the best creative communication and interpretation of results, select the appropriate "shake the burden" approach and now shaking path, in clever new ideas "burden" on the basis of content combined with its core visual and emotional guidance, in order to make the idea of advertising clever and clever expression combined to design compelling creative advertising works.
Reproduced in: https: //www.jianshu.com/p/cc86cf15630c