Culture is not a fixed concept. The form of culture is complex and changeable, and the cultures of all ethnic groups have their own characteristics, which are constantly changing under the influence of internal and external factors. Nevertheless, we can still grasp the connection points and commonness between cultures of various nationalities and times from the complicated cultural phenomena and cultural forms. Culture is shared, which is the ideal, values and code of conduct shared by members of a specific group. However, culture can also be learned. People grow up with culture, and the cultures of different groups can also form an intersection. We always emphasize that we are in an era of global integration, and the cultures of various countries and nationalities are also influenced and infiltrated with this change, and this cultural exchange is finally implemented in all aspects of life. For example, despite the different religious beliefs between China and the West, most people in China do not understand the teachings of Christianity, which does not prevent us from taking a holiday in the name of Christmas; Although westerners probably don't know the difference between the solar calendar and the lunar calendar, it doesn't affect them to enjoy the festive atmosphere of the Spring Festival with overseas Chinese all over the world.
Second, the cultural differences and identity reflected in poster design
Posters are also called "posters" and "posters", and the English name is "poster", which refers to printed advertisements posted on cardboard, walls, large wooden boards or vehicles, or printed advertisements displayed in other ways. It is the main form of outdoor advertising and one of the oldest forms of advertising. Some people interpret the meaning of posters according to their root structure and anecdotes, and think that posters are converted from "posts", which means posts, so posters refer to all notices posted on posts. No Chinese dictionary has given a special explanation to the word "poster", but it is said that during the Qing Dynasty, foreigners used foreign goods carried by sea ships to dock at the coastal wharf in China, and posted posters in conspicuous places along the street of the wharf to promote their own goods. Coastal citizens call this poster. If this development continues, all posters with similar purposes and other information will be called "posters" in the future.
(A) the phenomenon of cultural identity in posters
The transmission of culture is based on symbols, for example, language is the most important symbol. With the help of language, culture can be passed down from generation to generation and spread to a wider range. According to different senses, symbols can be divided into auditory symbols, visual symbols and tactile symbols. Language belongs to auditory symbols, words belong to visual symbols, and graphics and images are also important visual symbols. Posters have the characteristics of large screen, extensive publicity content, rich artistic expressions and strong long-distance visual effects. They are excellent carriers of cultural communication and an important part of graphic design works. It is widely spread because of its rich content, clear theme expression, diverse communication channels, simple display and no excessive restrictions on environmental props. Many familiar international graphic designers have outstanding representative works in this field. Many international graphic design competitions are also conducted through this form of expression. Seven consecutive international college students' anti-fur poster design competitions were held, requiring participants to use original poster works to guide consumers to think about the moral issues of fur clothing. When we appreciate the outstanding design works that won the final prize, it is not difficult to find that similar ideas or similar graphic elements are often used in poster works from different countries, that is to say, college students from different countries, different cultural backgrounds, different educational backgrounds and different growth environments have certain similarities in the choice of ideas and materials. For example, in the fifth competition in 2007, the theme of the competition was: victims of fashion. Three winning works in China have hanger elements, and one winning work in the United States and Canada has hanger creative elements. This phenomenon shows that at the beginning of design, when Chinese and foreign students choose the elements of poster creation, they invariably associate fashion with clothes hangers, and adopt some forms of expression in their poster design works, such as shooting in kind, drawing sketches by hand or forming different graphics.
In the historical process of increasingly close global economic ties, political and cultural exchanges between people of all countries have become increasingly frequent, forming an interdependent relationship to a certain extent. As a designer, I always hope that my works can be widely spread and understood and accepted by more people. So I often use graphic elements that most people can accept and understand. The second "East-West" International Poster Biennale for College Students won the gold medal. It is an anti-war poster named "warm", with the English word "War" written in the center of the background, next to a broken heart, which looks like a pair of little wings with a halo, just like a bloody angel. There is a row of key words at the bottom of the picture: Please don't let these wings fly away. The whole picture is mottled with colors, which reminds people of the trauma caused by the war. In this bleak scene, this little red heart warms the viewer's heart and makes people feel some different tastes in the heavy. English is not our mother tongue, but it is an international language; Most people in China don't believe in Christianity, but most people can recognize the typical characteristics of angels. So this work can be interpreted by most audiences at home and abroad. It can be seen that despite growing up in different cultural and educational backgrounds, international exchanges are getting closer and closer, and now the younger generation in the East and the West are gradually converging in lifestyle, behavior habits and even ways of thinking. This is both an opportunity and a challenge for designers: on the one hand, using internationally accepted visual elements to create works can improve the communication of works and gain the understanding and recognition of most audiences in the shortest time; On the other hand, only using cultural identity to design posters will inevitably bring too many risks of creative "collapse". Therefore, it is important to grasp the "degree" between the two.
(b) The cultural differences contained in the poster make it unique.
Throughout the development of poster design, most of the poster works of internationally renowned graphic designers contain unique and personalized visual language related to their own background culture, and gradually transform it into a strong personal style, so that viewers can understand who the designer is as soon as they see the poster screen. A series of posters created by the famous Japanese designer Ichigo Tanaka for the traditional Japanese drama Nobu Drama are widely circulated. Neng Opera is the first Japanese national drama, which evolved from "Ape Music" born in the performance of temples and shrines, and is of great significance in the history of japanese theatre. Capable drama, with fewer characters, focuses on showing the plot and is a symbolic drama. The actors who play the characters in the play all wear masks, which is an important feature that distinguishes Nengju from other plays. Getting together starts with choosing a mask. Most posters of Tanaka Yiguang's energy drama take masks as the main graphics. In the way of expression, he used a large area of geometric color blocks to summarize the original complex and figurative masks and headdresses, summarized their main characteristics, and used high-purity complementary colors to create a strong visual impact. In addition to creating posters with geometric color blocks, there are some posters with characters and even strokes as the main creative elements. These characters are often the content of a chapter in a play, arranged on the screen in an array; Or split the strokes of the title of the play and distribute them in the picture without affecting the recognition; Sometimes different plays are distinguished by corresponding colors.
A large number of traditional Japanese images and ethnic elements are used in the poster design of Tanaka Yiguang, but these elements are expressed by relatively modern geometric forms. The application of complementary colors in posters creates a colorful drama world, and through clever division and spacing, it reflects the overlapping of levels, which makes the poster picture form a sense of space similar to the western perspective effect. This is an excellent embodiment of tradition and modernity, cultural differences and identity. Some people may say that now is far from Tian Yiguang's heyday, and neng opera itself is a relatively traditional cultural field, so it is inevitable that some unique national cultural symbols will appear in posters. Then, the new Iranian designer Me-hdiSaeedi is another vivid example. MehdiSaeedi's works always contain Persian characters, traditional Chinese characters and other ethnic elements. For example, the poster "Three Iranian Faces" he created for the oil painting exhibition of three Iranian female artists uses the change of Persian size and writing angle to form three interrelated female side faces, which perfectly fits the theme. He thinks that Persian characters and Latin characters are very different in structure. Latin characters are between two parallel lines, and the structure of square characters is easier to deal with the problem of balance. Persian characters, on the other hand, are more fluid and have more random letter combinations. Designers can design in a more novel way, and the graphic effect is more obvious than Latin characters. His other poster, Impression of Iran, was made for the exhibition of Iranian photographers: the main graphic of the picture is the image of a traditional Iranian man with his head wrapped, showing strong local characteristics. As a designer who has studied in Britain and France, MehdiSaeedi understands that for most people, the recognition of Persian is limited, so there are always themes marked in English in his works, which are organically combined with the original Persian characters. In his own words, it is "trying to combine the characteristics of these two languages." MehdiSaeedi tells us through his successful poster design that the collision between different cultures can often spark unexpected sparks.
(C) the "chemical effect" caused by the collision between Chinese and Western cultures
Many poster designs designed by Chen Youjian, a famous Hong Kong designer, are full of China cultural elements, and this Chinese flavor is expressed by simple and easy-to-understand modern design techniques. He himself responded modestly: "Basically all my things are superficial. But why am I doing so well? Because I know how to express my culture, which makes people in China and foreigners feel interesting. But it doesn't mean that I know much about China culture. Ask me another question, I may not be able to give you a deeper answer. " Using this design concept of different cultures to complete the works is to "express China's culture and taste through international activities, and regain the dignity of China people on the international stage through this exhibition". Look at the poster design of his solo exhibition "(East meets West)" held in Tokyo in 1990/KLOC-0. The main body of the picture is a seal character "East" written in sand. After careful observation, we can find that this traditional stroke structure of oriental characters is divided into four English letters "East", which means "East" in English. If the poster is turned upside down from another angle, the words and strokes will form "West" and become the meaning of "West". He skillfully combined the English words "East" and "West" in the same ancient China script, which not only covered the theme of this solo exhibition "East meets West", but also reflected the blending and intersection of East and West. The overall picture is warm yellow, and the font depiction in the gravel reflects the mystery and vicissitudes of ancient oriental culture and history.
The poster designed by Chen Youjian for the exhibition of seven Hong Kong designers' works in "Hong Kong East and West" is also full of inspiration sparks generated by the collision of different cultures. There is a cup of hot tea in the center of the light-colored picture, which is a typical China porcelain teacup, outlined with a few strokes, but the cup is filled with black tea. The label composed of red and yellow is reminiscent of Lipton, a British classic brand with the reputation of "the king of black tea in the world", but the text on the label has been changed to the theme of this exhibition. The tea in the cup is steaming, and the rising gas is composed of colored lines, which seems to mean that the design works of Hong Kong designers who have grown up under the joint influence of eastern and western cultures will surely shine in the design world through the presentation of this exhibition. The poster is plain in color, prominent in the main body of the picture, concise but not simple, and contains rich and meaningful content. It is not only the "patent" of Hong Kong designers to integrate the oriental cultural tradition with the western design aesthetics. Mainland designers have also felt the unique design charm of the combination of East and West, and created many excellent poster design works. In a set of poster designs named "A Hundred Flowers Let a Hundred Schools of Thought contend" designed by Shenzhen graphic designer Liu Yongqing, he skillfully combined Chinese and Western characters. In the picture, "a hundred flowers blossom" is combined with traditional flower graphics, and the word "a hundred schools of thought contend" is combined with the statue of Confucius, which embodies the literal meaning of these eight words. At first glance, the two posters are unremarkable, but after careful reflection, we find that the theme words are different-the strokes of Chinese characters are composed of English letters, and different English fonts also give Chinese fonts different font effects, Song Like style and bold style. Through the designer's treatment, the eastern and western characters are skillfully combined to present an unexpected harmonious visual effect in the picture.
Third, the conclusion
Culture is a broad and abstract concept, which exists in all aspects of our lives, but it is difficult to define it accurately. In the field of poster design, designers condense it into visual elements, which are reflected in the picture. When designing creativity and performance, we should not only consider the acceptance of the widest audience, but also ensure the unique cultural connotation and personality characteristics of the work, so it is particularly important to properly grasp the relationship between cultural differences and identity. This is also one of the long-term research topics that our country's design works need to be internationalized while maintaining the characteristics of China.
"Sister Lang" poster exposure: eight groups and eight colors. These colors reflect the original soul of the group. Every Friday afternoon, cute girls can't help but want to see Sister Lang's heart!
Sure enough, every time Sister Lang performed on the stage, she never let us down.
The tidbits and videos broadcast by the second performance today have been found on the screen. Just watching the tidbits and fragments makes people excited! ! ~
But the most amazing thing for cute girls is their eight groups of eight-color performance styles. Posters in each group have different main colors, different makeup, costumes and shapes. After reading the posters of eight groups of girls, Mengmei just wants to say that Mango Taiwan is really beep ~ ~ ~
The first group is "any music". The main color of this group is bright orange, bright and high saturation, which gives people the first impression of being energetic, bright and transparent. Bright orange highlights temperature and attitude, and "Whatever Music" is a rap song, which just gives people an unruly feeling of "I have my attitude".
Matching tip: This kind of color is strong and often requires some exaggerated makeup to highlight the characters themselves, so the sisters chose smoky makeup and dirty makeup to match. The whole combination gives people a wild feeling, which is very strong visually. Shocked.
Girls who choose bright orange background to take photos often want to show their unusual side, explore their versatility and try some trendy makeup. This kind of photo makes people shine ~
The second group is "this is because we can feel pain". The main color of this group is retro yellow. Contrary to the first group, this group is a color with low color rendering. This color makes people feel as if they are in a haze, and there is a feeling of gloom and depression. The song "This is because we can feel the pain" is a lyrical slow song. With this poster, it seems to be a hint: whether we are in a haze or not, there will always be light.
Matching tips: the color rendering is not high, and it is more natural. The daily makeup style is more likely to give people a sense of picture and story. Because this song is easy to bring emotions and gives people a kind of pain, so the sisters have added tear makeup to echo their emotions and make the finishing touch for the genre.
Girls who choose to take retro yellow photos want to try a retro film photo texture to show their inner maturity and femininity. The photo looks full of texture!
The third group is "Animal Sentimentality after Love". The main color of this group is pink, which gives the first impression that it is dreamy and beautiful. Pink has always been a girl's favorite, full of romantic and warm atmosphere, and it is also easy to catch people's eyes. The pink photo is a tender confession, a romantic illusion and a sense of fashion. The song "Sentimentality of Animals after Love" is about the mental journey of love ~
Matching tip: Pink is sweeter and more common. Can be paired with thick eye makeup and black patterned tops to add color to the background. Because the protagonist of this song is an animal, the makeup and modeling of my sisters are wild. Look at the shadows in the background. Just like a cat licking a wound ~
Girls who choose to take pink photos want to taste the sweet and gentle style and show their sweet, lively and enthusiastic side of innocent girls. Fan photos are like a magnifying glass, which magnifies their sweetness and loveliness infinitely.
The fourth group is "from the world" group. The main color of this group is sea blue, which is a mysterious color and also symbolizes dreams. It can represent the widest sea and the deepest sky. The blue tone of this background is on the high side, which makes people feel naive, warm and refreshing. The song "From the Earth" is a lyrical slow song, which gives people a warm and loving feeling after listening to it ~
Matching tip: Blue is warm and calm. It can be worn with a white gauze skirt or a white openwork dress. Blue and white are very eye-catching, giving people a sense of tranquility and peace. This song is very ethereal, and it sounds as if it is going to break away from this secular world. It is a spell meaning "five days".
Girls who choose to take blue photos are more sensitive and delicate. They want to hide their inner sensitivity through blue photos, highlight their low-key and introverted personality, and also want to get inner peace and warmth through blue.
The fifth group is "from the world" group. The main color of this group is white, which gives people a clean and beautiful feeling and a clean and tidy feeling. White is one of the main colors in the palette, just like a piece of white paper, which can accommodate everything in the world and draw all kinds of Baise. The girls and quartets of this group of girls are more like immersive musicals, which are very brilliant with singing and tango ~
Matching tips: white is pure, giving people a feeling that everything can be matched. Look at the two posters. The three sisters are all wearing black, red and blue dresses. The colors are in the same frame, but they are not abrupt. They even add layers to the background, showing the different beautiful styles of the sisters ~
Girls who choose to take white photos want to give people a clean and flawless feeling, which makes people feel pure and peaceful. At the same time, they use white to express their inner purity, leaving a pure land in their hearts, so that they will not forget your initiative and enterprising spirit!
The sixth group is the "stream" group. The main color of this group is red, which is an indispensable main color and represents happiness, auspiciousness and good wishes. Red makes the atmosphere warm and shows the charming atmosphere of my sisters. My face is more ruddy and I smile like a star.
Matching tips: red is very strong and overbearing, and can be matched with clothes of the same color or black. Red gives people a full spirit, black is steady, red is gorgeous, and girls are beautiful and cunning ~
Girls who choose to take red photos want to show their enthusiasm and initiative and highlight their extraordinary fashion. They expressed their open mind and innovative spirit through warm red!
The seventh group is "pour all my money to you" The main color tone of this group is golden yellow, which is the highest brightness tone, and golden yellow adds a layer of hazy feeling to yellow, making the picture more dynamic. Yellow, like the sun, is the color of hope from nature, conveying a positive spirit, which will make our mood suddenly enlightened. Choosing bright yellow as the main color can well reflect the image temperament of youth, sunshine and positive energy. Show the character of these girls: hard work, sunshine and vitality!
Matching tips: the saturation of yellow is very high, and the skin color of girls is white and bright. It is playful with the same color coat and black leather pants.
have
With a hint of sexy, navel-revealing, ultra-short leather pants and black boots, the sisters' good bodies are exposed completely ~
Girls who choose to take yellow photos want to show their lively and cheerful side and highlight their optimistic, positive, challenging and cheerful personality. Bright and brisk yellow sets them off as innocent girls, showing their gentleness that they are not easy to meet people at ordinary times.
The eighth group is the manta ray group. The main color of this group is purple, which is a transitional color between blue and red. It has some characteristics of red and blue, so it is complex and contradictory, and can be regarded as the most mysterious color. Because it is light, it is easy to immerse people in fantasy and produce psychological mystery. Purple often gives people a cold and inaccessible feeling, just like the song that Manta sang: They call me devil fish. ....
Matching tips: the saturation of yellow is very high, and the skin color of girls is white and bright. With the same color coat and black leather pants, it is full of playfulness.
have
With a hint of sexy, navel-revealing, ultra-short leather pants and black boots, the sisters' good bodies are exposed completely ~
Girls who choose to take purple photos want to show their cold side and highlight the elegant and intellectual side of women. Of course, purple also has an imperceptible gentleness, which makes girls seem to be shrouded in a soft light.
After reading the second issue of Sisters, which group do you think is the best?
The visual creativity brought by five groups of conceptual photography works is actually not an ancient art form, and its development has only been more than 200 years. However, due to the rapid progress of science and technology, especially after the emergence of digital photography, photography has been widely used in various fields.
It plays an irreplaceable role in the fields of advertising design and visual design.
What about the creative visual effects from photos? Let's get down to business.
The effect of double exposure or even multiple exposure is really too early, and many movie posters including wedding photos will choose this effect. Different from the past, this year, the effects of overlapping figures, plants or buildings are more popular.
Although it is an old technology, it can also develop new creative visual effects.
Make good use of the double exposure effect, you can shoot many amazing works.
The reason why this effect is loved by many designers is that it not only has outstanding visual effect, but also reflects the spirit and story sense of the work.
Fretting effect. English name: Cinegraph or Cinemagraphic
As the name implies, micro animation means that most of the pictures are still, and a few have slight circular animation.
This kind of animation, when I first saw it, was really attracted by that wonderful effect.
Last year, even until this year, many brands are still using this fretting effect. It can be said that this micro-motion effect has now become an established routine of many brands.
The fretting effect is not complicated to make, and it is economical in budget and has good communication. It can be expected that many brands will take advantage of this effect. It is one of the successful cases in which conceptual photography works are transformed into creative effects.
This is more difficult to explain, mainly because things that have nothing to do with each other are repeatedly combined to become similar. Look at the picture and everyone will understand.
This kind of creative photography is still widely used in advertising design.
This kind of creative photography still has a lot of visual expression space. Some people say that 3D can do this without real-life shooting. I want to say, first of all, the production cost of 3D is really high, which is much more expensive than real-life shooting. In addition, the current technology is ok, but it is not easy. In other words, the effect of real scene is also very good, and it is not easy to achieve the effect of 3D real scene.
The effects of the first three groups of photographs are commonly used in visual design now.
After that, the effects of the two groups of works were not so widely used. I don't know why, but it may be the limitation of the photographic effect itself. I also hope my colleagues can see how to combine them better.
At first, human body projection was a stage effect, but now it is more used for the performance of some installation art and also for many outdoor roadshows. However, this effect is not widely used in graphic visual design. I hope the photography works of French photographer Marc_hilbert can give you more inspiration.
Samsung mobile advertising is one of the few applications of human projection visual effects, or the application of advertising films. It is seldom used in graphic design. I vaguely remember the application of projected characters on human faces, but I didn't find any examples. I hope the impressive children's shoes can be supplemented here.
Of course, the effect of light painting is not a new technology. As early as half a century ago, Picasso was already trying to study it.
It is said that Gjon_ili, a photographer of Life magazine, visited Picasso.
He showed Picasso some light-colored photos: skaters stuck small light sources on their skates and glided in the dark. Picasso was immediately attracted and inspired by this form of photography, leaving this group of precious photos and recording Picasso who painted with light.
Perhaps he is the originator of today's popular light and shadow paintings!
In advertising design, the effect of light painting photography is mostly used in alcohol or cosmetics. This kind of vision will have a strong impact and can also produce a cool effect. But it doesn't seem to be very popular these two years. It should be said that this effect combined with digital technology will have a good performance. It is also expected that the visual designer can replace the old bottle with new wine, so that the performance effect will glow with new charm.
These five groups of conceptual photography are not unpopular, and they are also well used in advertising and visual design.
In fact, I have always felt that it is particularly powerful and meaningful for visual designers to create some new performance effects, but it is really not easy.
Here, I also hope it is a kind of inspiration, which can let more designers participate and create some visual effects.
Finally, I would like to share with you the collection of conceptual photography. Maybe you will have new inspiration tonight.
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