Typesetting, color matching, fonts, effect design (no more than three fonts and colors, selected according to style)

intimacy

Alignment

repeat

contrast

Summary: Don’t be afraid of white space. White space helps the picture to relax and not depress. Don’t be too obsessed with center alignment. Left and right alignment will have better results. Don’t be afraid to make the title larger and the text smaller

Information sorting: Determine the audience of the design work, the environment and form of presentation, the final purpose, and design elements (product pictures, product information)

Set the layout center (design range (margins)/bleeding position—set the grid/auxiliary lines to show the overall sense of the picture, and then plan the distribution of various types of information (distribution using the principle of intimacy)

Information extraction: The most important/minor content is sorted by size and position to highlight the focus, and the theme and layout effects are redesigned. Some information is appropriately iconized to highlight conciseness and intuitiveness.

Close and far away: Place similar information close to each other to make it easy to read, but not too scattered to appear cluttered.

Arrangement and alignment: In repetitive and complicated graphics and text layout, all element blocks are aligned uniformly, showing the straight edge of the overall design layout.

Visual guidance on the screen: When there is a lot of text, the order should be clearly arranged, and paragraph cohesion guidance should be done well.

Composition and repetition: When there are multiple identical information blocks in the screen, they can be made into the same design row and placed according to rules.

Flexible use of curves: Use curves throughout the entire picture (the color should be light or thin), and combine related information in the picture with lines to make the picture lively and not rigid.

Center of Gravity: When designing, pay attention to the center of gravity of the overall picture. The overall picture should have a sense of diagonal symmetry, and should not be top-heavy, empty on the right or left, unreasonable in density, unreasonable distribution of key points, and the background of some pictures can exceed the bleeding position, such as when the picture is enlarged. Below, above. upper left corner, lower right corner

Symmetric composition: The graphic composition is performed according to the triangle or inverted triangle, or the left and right symmetrical composition (such as the small arrangement on both sides of the whole line of goods) fonts are better.

Comparison: Arrange and distinguish two elements, and compare which element you want to highlight (often seen in e-commerce), such as comparing ruggedness and fashion in car advertisements. (C elements are distinguished by color

Layout segmentation: It can be arranged according to the golden ratio, silver ratio, third equal division (upper, middle, lower or 1:2 upper and lower area blocks are clearly divided).

Inverted pyramid layout: arrange important information upward (ordinary posters: choose to put the main information at the top, and the accompanying pictures at the bottom) (movie posters: put the accompanying pictures at the top, and put the movie information at the bottom)

Pyramid typesetting: Arrange information from top to bottom, conveying information step by step in sequence.

White space: The white space should be small where related elements are close, the white space around main elements should be large, and the white space should be large where different information groups, content is different, or where you want to attract attention. You can also use the sky or white part of the image to leave blank space. In the entire layout, a blank space is left in the four corners to create a ventilation opening for the space, so that the layout will not appear full and suffocated. The high-end, soothing luxury layout is also suitable for large amounts of white space.

Changes in font thickness: Using different thicknesses of the same font can keep the overall font unified and coordinated and full of layered changes.

A sense of movement: appropriately change the angle, add non-horizontal or non-vertical straight lines or curves, and add arrows to guide the sense of direction (the accompanying text should be consistent with the sense of direction)

Back-off: Set the background outline color for characters or pictures to bring a cheerful atmosphere (commonly used by celebrities in entertainment magazines)

Boundary: Use thin lines to separate each group of similar elements, or make a shape surface and use color blocks to separate them.

Embellishment: When you don’t want the overall layout to change significantly, you can use elements to embellish a large area.

Add pictures: Only text in the layout is not enough. You need to add pictures to enhance attention and express the information content more intuitively. Multiple related photos can be placed (montage design method). When there are multiple photos, they can be arranged in the same size. If you want to highlight a certain photo, you can enlarge the layout separately, or place it at the front or center in a conspicuous place. Location.

Contrast: Use changes in background brightness (light color with dark text), and changes in the shape/color depth/thickness/size/color/closeness arrangement of elements to emphasize specific elements (it is best to contrast only one or two elements, too will weaken the emphasis effect)

Differences: adding frames, color block icon backgrounds, dividing lines, changing the angle of elements, adjusting the size of the white space, adding embellishment elements individually (without changing the overall layout), creating contrast effects, and changing fonts

Radiation: The main body is placed in the middle, and other elements are arranged radially, or backgrounds or guide symbols are added to the main elements to highlight the main elements. Or use a different color for the middle body element to stand out

Soft and hard: gives elements soft and hard properties. For example, change the right angles of a quadrilateral into rounded corners, change straight lines into curves, or combine straight and straight angles, and soften the edges of regional elements with gradients.

Rhythm: Layout many of the same elements at multiple angles and sizes to create a jumping rhythm. (Add light-colored triangles and circles of different sizes to the background) Sense of quantity, exaggerated deformation, enlargement ratio

Texture: Add various texture material effects

Pattern: Add a pattern fill to the element. The added pattern should coordinate with the color of other elements in the picture.

Mimicry: Use various icons that simulate real objects (trash can logos, bathroom logos, computer/map/phone/weather logos, etc.)

Printing processing: Uncoated paper/offset paper feels rough and has poor clarity (pictures/copies/books); coated paper/coated paper is smooth and shiny, with bright and clear tones (magazines/book covers/picture albums)

Design text on the picture: You can design text on the position where the picture information is small (relatively solid color), or there is no text. You can manually add the solid color part of the picture, such as the common graphic design that adds the sky part) or it cannot be synthesized to add the picture. For the solid color part, you can design the text to highlight it (for example, add a block color behind the text to highlight it), and the color of the text can be extracted from the picture to keep it uniform.

Adding characters to the picture: You can directly place a square figure with a background, but it will look ordinary. You can also place the cutout character, and then outline the character with white, or add a slanted color bar behind the character)

Dynamic posters: For example, when making dynamic posters of characters running, you can arrange the text at an angle, match the thickness, stagger the text, and add slanted color strips of different lengths in the background. (line, plane, uneven size)

High-end poster: about two colors, uniform fonts, plenty of white space, no text effects, using black and red, deleting redundant content, and a simple and clean layout

Describe the subject in one large and one small size (repeat and enlarge) - copywriting information arrangement (primary, secondary, font design, information partition) - color matching, hand-painted to enrich the picture

Typesetting skills: alignment (left and right centering), grouping, hierarchical contrast (size/thickness/shape/color/length/virtual and solid/light and dark/light and dark/texture/overlay before and after/perspective/projection/color-63 blocks to highlight/frame selection/ light effect)

Use of English fonts: English can enhance contrast and layering, fill in missing details and gaps, and increase the sense of form.

Avoid empty images: 1. Use large watermark text to fill the blank space (English words/calligraphy words/numbers) with a transparency of 5-15%. 2. Make good use of auxiliary small elements to coordinate and align the overall picture. 3. Make light projection filling 4. Highlight the bottom texture and color blocks

Improve the quality of the work: dark tones (black, blue, gray, dark red and purple with appropriate embellishments), clean color matching (light white tones), appropriate white space, unified font form and temperament (title font/subtitle font/explanatory text), high definition and texture A large picture as the background), good visual hierarchy and clear priorities, and the overall harmony, refinement, conciseness and consistency.

Text size hierarchy: primary information (enlarged to highlight) - secondary information (reduced) - supplementary information (reduced again) distinguished by size, thickness and color (different font styles should be unified and coordinated)

Subject prominence and focus: color prominence, magnification prominence, position prominence, shape prominence, density prominence, path guidance prominence

Simple design: The information levels are clearly distinguished. The first trick: The title has a strong contrast in size (the font size ratio between the title and the description is preferably more than 2 times). The second trick: Add Chinese and English to the background to create a sense of hierarchy (add some English to form an occlusion relationship between the top and bottom). The third trick: small symbols, small elements

The design process: organize the poster information to determine the theme - distinguish the primary and secondary information and enhance contrast (first type all the copywriting to facilitate our operation. Then according to our design purpose, extract the theme words, enlarge the important information to make it more conspicuous, and the secondary information Reduce the display) - further highlight the subject and make the contrast stronger and clearer - information visualization Add details (add a border to focus the reader's attention in the middle. Visualize the information, for example, add an airplane icon for SF Express free shipping, and add an alarm clock for event times. Let consumers perceive the information more quickly. In addition, add some line changes, Make the picture full of formality, break the rules, and add some elements for embellishment)

Memphis style: 1: Various dots and surfaces are combined with small elements as decoration, 2: Various geometric shapes with strokes are used as the main carrier, 3: Bright and lively contrasting colors are used in color matching.

Grid system: overall alignment, golden ratio sequence (PS default ratio ~ 4:5 5:7 2:3 16:9)

Font selection: For the main text, it is recommended to use an easy-to-read non-serif font such as Siyuan or Microsoft Yahei font.

Color matching experience: The colors are almost all in the same area on the color picker (HSB saturation is close), brightness contrast/color phase contrast/purity contrast/warm and cold contrast, red, orange, yellow, green, blue, and purple. The farther apart the hues are, the stronger the contrast, and the farther apart they are. The closer the match, the softer it is. The last step is to control the color ratio of the picture and stitch it together with pure colors. Advanced color matching (black brown)

Title: Founder Lanting Black Simplified, Founder Medium Black, Character Workshop Series, Founder Tan Black, Mona Super Black, Founder Lanting Black Simplified, Founder Medium Black. Second-level titles can use Founder Lanting fine black and black fonts. The main text cannot use bold or large calligraphy fonts with Song/Helvetica. When combining Chinese and English, font styles and forms should be coordinated and unified

When arranging text, the paragraph spacing should be greater than the line spacing, and the line spacing should be controlled at 1.4-1.6 bits.

Let the main elements diverge from the center to the surroundings according to certain rules, or spread out in a fan shape. When the elements are arranged according to certain rules, it will become much more orderly. In addition, divergent composition has the advantages of strong visual impact and focus.

Font: straight, italic, vertical. Commonly used fonts for themes are Word Workshop/HeiTi/Microsoft Yahei/other sleek and beautiful fonts. Small themes generally use New Song Dynasty, slender fonts, large spacing, and separated by dots or slashes. The big title in bold font above and the small title in thin font below (centered up and down or aligned up, down, left and right) can be separated by horizontal or wavy lines. In addition to the solid color that matches the background color, the font color can also be similar to the picture or background. gradient color

Color: The overall tone should be comfortable to match. It is best to have more than three colors. Try to make each individual picture an obvious color system.

Common matching colors: dark brown background, light white yellow fonts, orange-red small fonts, off-white background, orange-red fonts or orange-red block white fonts (can be arranged vertically), kraft paper, dark yellow, small fonts, black fonts, kraft paper, dark yellow background, dark brown fonts, dark bright yellow fonts , dark vermilion background with white/black fonts, light white with red background with black fonts and dark red fonts, dark cyan and white as most background colors, lilac and light dark yellow Black font, different shades of bright purple, blue, yellow-green gradient, white font on light orange background, white font on light blue background, dark blue haze blue background or color block white and black font, light dark yellow blue transition to dark cyan, the same Different shades of hues, coordinated transitional hues, light pink background, light and dark red fonts, light, dark yellow and dark cyan.

Layout: The top and bottom information are centered up and down, aligned left and right, Logo/subtitle at the top, additional information at the bottom, large theme performance in the middle, and large fonts can be deformed by the Word Workshop.

Design of picture background: Choose a picture with a color tone that easily highlights the text. Draw a small rectangular translucent black block on the background picture to place a line of text, or draw a translucent black block that is smaller than the overall proportion of the picture. The text theme can be placed in a wireframe. Such text can be placed all over the picture in a square layout. It can be matched horizontally and vertically. Lines and dots can be added, or the picture can be placed in half or most of the picture, and the theme text content can be placed in the other half. The color of the text and The color tone of the picture should be similar and unified. You can also have text in both the picture area and the text area. You can use thin slashes, large spacing, and thick and thin fonts to match the design.

Information block design: It can be a separate color block or a separate text block. The text area block can be vertical or horizontal. Align.

Simple cover: Simple geometric shapes as the background or pictures covering the main screen as the background. The bold theme font can be enlarged horizontally at the top or vertically on the left. Other secondary information can be concentrated and aligned in a blank position.

Banner screen design: picture on one side, text on the other side. The picture and text can be separated by an arc or a semicircle, or a color shadow can be superimposed on the dividing edge line. Text area: top logo, bottom letter additional information, The middle theme is enlarged in bold and black font, and the small theme in thin font is placed below, centered or left aligned with the big theme, and highlighted with a wireframe color block.

Start designing: 1. Starting from the center point, determine the most important information. What do you most want readers to see? then highlight strongly 2. Group information, determine intimate content, and separate different content sections. 3. Align screen text and clear boundaries 4. Choose repetitive design techniques and reuse them in other content sections to ensure the unity of the picture. Different images in the same series use repetitive design techniques to maintain consistency.

In business card design, focus on a small amount of content on the front or main position, and put other information on the other side.

Contrast is the most important thing in resume design. Focus on highlighting the advantages that make you stand out. The second is repetition. Every time the work experience and education experience are repeated, the time and unit are highlighted.

In the design of newspaper advertisements, do not choose delicate serifs and very thin lines, do not use inverse text (white text on a dark background), use white space for contrast, and separate it from other content to make it stand out.

In brochure design, focus on the use of contrast, highlight key points, and establish the level of information. Use repetition to keep the same tone throughout the picture (fonts, colors, layout, symbols, etc.). Intimacy is also very important, bringing different sections of content together