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版式设计中分割可分为两种不同的表现形式,一种是有形的分割,能够清楚地看到直线或曲线的分割,它通过美的比例在面积、位置、方向、疏密上有条理,有秩序地进行分割。另一种是看不到分割线,由形象的组织排列自然形成的块面,或者由不同的色彩关系组成色彩面积,这一形式使得画面疏密有致。大小穿插,既有统一又有变化,突出了整体的韵味。
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封面是装帧艺术的重要组成部分,犹如音乐的序曲,是把读者带入内容的向导。在设计之余,感受设计带来的魅力,感受设计带来的烦忧,感受设计的欢乐。封面设计中能遵循平衡、韵律与调和的造型规律,突出主题,大胆设想,运用构图、色彩、图案等知识,设计出比较完美、典型,富有情感的封面,提高设计应用的能力。
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韵律是富于变化的节奏,节奏开始于反复,这里包含着直线运动与曲线运动。节奏是最能引起视觉快感的法则,节奏是运动语言的运动频率,它给大脑以刺激,使读者与这种频率产生共振。韵律也是形态在节奏上的制约及推动强化下所呈现的情调与动势。韵律是比节奏更优美的旋律,韵律比节奏更轻松,更抒情。在版面中,文字、图片、空白、色彩通过有节奏地排列、变化、组织,符合某种旋律时,就会给人韵律之感。韵律为版面带来无穷魅力,因为有韵律才有意境,才能引起读者强烈的共鸣。
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版面设计者遵循的原则是在信息视觉化的过程中以感染、趣味、记忆、理解为基本准则,尽可能将复杂的信息、思想、内容用简洁、明了、醒目、生动、新颖、有序、准确的方式表达出来,这里包含了审美与情感,把人们对信息的接受转化为一种精神享受,转化为让人深感亲切的对白,才能使其所要传达的思想、信息给读者以更深刻的印象。
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文字,字组、图片的安排都存在着欧中方向的运动感,概括为水平方向。垂直方向、倾斜方向三种情况;a水平方向:人的视线向左右运动,给人的概念是宽度,使人感到舒展、开阔、平静。b垂直方向:人的视线向其上下运动,给人的概念是高度,是使人感到崇高、肃穆。c倾斜方向:充满速度、滑行、运动之感。
空白是版面设计的重要组成部分,正是由于它的衬托,才使视觉得以集中,图片和文字得以充分展示,并加强间隔醒目的视觉效果,从而感受到版面中空气的流动,给读者带来美的享受。
空白是一种心理调节,空间再小也是无限的,它是一种窗口。在版面设计中巧妙恰当地设计空白,对衬托主题、高效率地传达信息是十分重要的。
比例与尺度是首先要考虑的问题,是取得视觉平衡的重要的一环,也是衡量局部与整体适应的程度。美的比例是版面设计成功的基础,好的开本、版型、图片、文字的合理安排与选择首先要取决于良好的比例。比例是以各部分之间或部分与整体之间的关系。
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任何视觉形象都有它特定的活动空间,没有空间或空间不足,都会使人感到窒息,感到不适。没有空间感,一切视觉艺术都是没有生机的。设计是能够利用组合、分割、重叠及点线面的运动等方法,扩展空间效应。设计构图就是空间处理。
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在宣传册设计的诸多要素中,色彩是一个重要的组成部分。它可以制造气氛、烘托主题,强化版面的视觉冲击力,直接引起人们的注意与情感上的反应;另一方面,还可以更为深入地揭示主题与形象的个性特点,强化感知力度,给人留下深刻的印象,在传递信息的同时给人以美的享受。
宣传册的色彩设计应从整体出发,注重各构成要素之间色彩关系的整体统一,以形成能充分体现主题内容的基本色调;进面考虑色彩的明度、色相、纯度各因素的对比与调各关系。设计者对于主体色调的准确把握,可帮助读者形成整体印象,更好地理解主题。
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商业海报:
海报是指宣传商品或商业服务的商业广告性海报。商业海报的设计,要恰当地配合产品的格调和受众对象。
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