The Artistic Charm of Love Graphics in Print Advertising Design (II)

2 Creative elements of love graphic in print ads

In the design of performance techniques, designers have different ways and ways of thinking, but romantic art expressions of love from the perspective of most of the creative experience, are generally related to love hints, can be divided into the following categories:

2.1 Abstract Graphical Creation Elements

Abstract graphics can be divided into text graphics and non-text graphics:

2.11 Text Graphics Creation Elements

Among the textual graphic design elements, the Chinese and English elements are the first. Chinese is also called Chinese characters. Chinese characters are the traditional cultural heritage of China's 5,000-year history. Text is one of the best graphic elements for accurately communicating information. Designers usually design creatively from the "righteousness" of text. 3 Here are some examples of the use of text graphics to conceal love messages and achieve successful communication when designing ideas:

(Fig. 1) (Fig. 2) is a print advertisement for Argentine & Brasil football matches. It is a comparatively early work of the end of the last century. (Picture 1) Argentine football team defeated the Brasil football team's print advertisement poster, implying that the Brasil team was being fucked; (Picture 2) is a poster printed by the Brasil football team against the Argentine football team. It means that Argentine did not Kind of friends. (Figure 1) (Figure 2) is a bold use of English elements in the text graphics, English elements are taken from the initials of the Argentine & Brasil Condom name "A" "B", the designer clever use of the English alphabet graphic element "B" similar In the shape of the curve of the female human temple, the English alphabetical graphic element "A" is subtly divided into uppercase "A" and lowercase "a" and the uppercase "B" are combined ingeniously, but only slightly The graphic elements "A" and "a" are rotated 90 degrees counterclockwise, and the graphic design of the unexpected love relationship graphic appears. The graphic is simple and clear, and it is very visually appealing. It instantly allows the audience to understand and achieve successful communication.

(Figure 3) (Figure 4) is a series of graphic public service advertisements that conserves resources. It is a unique way to use Chinese characters in textual graphics. (Figure 3) is a copy written by the designer with free handwritten strokes. "Although I am short, but I am still very strong." It almost fills the whole picture. There is a short pencil in the lower left corner. (Figure 4) Designer Using the same strokes, the same typesetting, copywriting is "I'm not the kind of cover that can only be used once," with a microfolded portfolio. The effect of communication is as simple and accurate as the general slogan of the map, with no disclosure, no introduction, and no distraction.

2.12 Non-Text Graphics Authoring Elements

In non-text graphic design elements, in addition to text graphic design elements, any abstract thing can be a design element, as long as you can find the mystery. Here are some examples of the use of abstract object graphics to express love information and achieve successful communication results when designing ideas:

(Figure 5) (Figure 6) (Figure 7) is a series of graphic PSAs against sexual harassment. They all use the same copy of the text: "It doesn't say anything, but you can. Don't harass the office. Sex helpline: 2106 3600." And they are all created using love gestures. (Fig. 5) is a high-level leader seat that closely follows the front and back to the lower-level employee seat; (Fig. 6) is also a state in which the two “structural engineering desk lamps” that are closely attached to each other are folded at 60 degrees and 120 degrees, respectively; (Fig. 7) It is a stack of two close-knit mice. The clever use of the series of graphics can show the designer's meticulous observation and agile thinking around the life, which is enough for the audience to see the truth. These are clever use of abstract graphics as a successful example of romantic artistic expression.

2.2 Realistic Graphic Creation Elements

Among the design elements of realistic graphics, designers are not required to be exposed to sensitive parts of the human body, but try to substitute or try not to expose barely sensitive images. The following describes several successful cases:

(Figure 8) (Figure 9) is a series of print advertisements for VIVUNO women's shoes - Winner of the Cannes Print Advertising 2003. (Figure 8) is a clever discovery. This aesthetically tempting figure could even be a partial close-up of the feet and thumbs of women wearing VIVUNO shoes. This discovery is as good as discovering the New World. (Figure 9) is the inverse thinking of (Figure 8). These are clever examples of successful romantic artistic expressions.

In summary, the application of romantic artistic expression of romantic love graphic in print advertising, from the effect of visual communication information, this article believes that it is a visually powerful performance technique that can powerfully attract audiences to taste; Moreover, we can be cautious in applying the expressional techniques of romantic art to avoid the "generalization of graphics" and the development of symbolic and classical artistic expressions to enrich the image of the visual culture era.

Author: Cheung Kong School of Art and Design Department of Yang Han