Techniques for visual recognition

Tips L. And pour. Handstand is good for physical exercise. Interestingly, in recent years advertising design in the cart before the horse has appeared. A person or thing is deliberately reversed in the picture. This, once inverted, becomes noticeable immediately. Arnheim, a Gestalt psychologist, said in art and visual perception: "Handstand can completely change the shape of the image because it contains a dominant directional cause in the visual cortex region of the brain." "People have long been stimulated by a fixed-directional factor, the shape of the characteristics of the formation of a unique perception, people are always head on the foot in the bottom, water is always dripping from the top, once broken this visual image of the constant, it formed a new visual impact, so that the increasingly dull image of a new posture appeared. is also sometimes reflected in the pros and cons, the 1985 International Advertising exhibition Gold Medal "Peace", "the future of our ancestors" is the reverse and positive and negative classic works. "Peace" flies in the opposite direction with two missiles, symbolizing the avoidance of war, PEACE (peace) as a symbol of the war in the world today (the opposite of peace), we turn the letters back in the brain and we will regain peace.
The future of our ancestors, with the remains of a human ancestor, expresses the continuity of the human society, while the inverted "Sheng" reflects the human worries about the survival of the future. Reverse, inverted both unique and meaning Shunshui.

2. Replacement. Substitution is the substitution of something else to replace a part of the original structure, and the relationship does not change. The face is a brand-new. People remember that when penicillin was first invented, it was almost a panacea and a charm for some diseases. However, as the resistance of bacteria increases, it sometimes appears to be less efficacious. It is impossible to increase the dosage indefinitely, when scientists have developed a semi synthetic penicillin that replaces the bacterial resistance in the original chemical structure, and the bacterium is again conquered by penicillin. This example, though not very appropriate. But also explain a truth, to overcome people's visual feelings of numbness, displacement can also produce the same effect, a jewelry ads. Hang the necklace around the person's neck, and another zipper on the person's neck. There is an advertisement abroad, a pair of laces tied to two pieces of meat, at first look very strange, and then look carefully, it is a publicity campaign can develop the muscles of the ads.
Obviously, people's imagination of "confusedly" is particularly eye-catching.

3. The proportion of space and perspective that people take on things has formed a stable concept, only in the single story a shoe will become the cradle of the baby. , the Monkey King can not jump out of Buddha's palm by a somersault 108,000. There is a "Nike" Sports shoes advertising, screen a gigantic sports shoes filled with all kinds of athletes. And another group of drinks advertising will be canned with skyscrapers and other high. Instead of criticizing the designers for falsifying the truth because of this anomaly, people have a strong interest in this fantastic scenario, and the advertising message is remembered.

4. Shadow. There is a projection and reflection of the points. Both are phenomena outside the things themselves, and they have a magical relationship with things. Lijiang River in the reflection does not belong to the water and the mountains, the window of the shadow does not belong to the rich but also appear particularly clear. The aesthetic interest of this kind of sight-and-leave has long been valued by photographers and artists. If there is any difference between a designer and a painter and a photographer in capturing the shadow, the imagination of the former is richer. Play more vividly, in their hands on the use of the shadow is so free and comfortable. Sometimes, the shadow is no longer the passive manifestation of the original, but the derivation of freedom. Make a gesture, project the wall into a dog, and many people probably did it as a child. Perhaps it was this game that inspired the imagination of the designer to add or subtract information by shadow. In the quiet pond, a head wearing headphones, is Enron complacent fishing, and in the water in the reflection of a small band appeared. This is an advertisement. There is no doubt that people immediately think this is the beauty of the pocket recorder, as if to say that even if you are fishing alone, there is still a band with you, the pocket recorder is wonderful.
Use the shadow. At the same time, some minor images can be deleted. For example, a pair of leather shoes, leaving behind a figure, and the wearer is not even though no one, but people always think of the shadow as the second self, give it life, while the shadow simplifies all the details. The hallmark of this ad is the deletion of a person who may be distracting. But also expressed the relationship between shoes and people, highlighting the theme of shoes.

5. Broken. In the traditional aesthetic taste, the perfection of things is only valued, the development to modern painting, the original understanding of the United States has also undergone fundamental changes, image separation and reorganization with the author's ideas, the different needs of the free treatment. Picasso's "word" the content of the profound, wide range is not the ability to include, which through the form of the dismantling of the broken scattered to reflect the brutal war, obviously to a strong shock. The ingenious use of fragmentation to increase visual effects in advertising is also significantly increased. Things are often overlooked in a state of stillness and, once lost, people's attention is concentrated. A perfume advertisement, the perfume of the picture is suddenly smashed by the thing, give a person with the feeling of surprise. In 1984, the 84 Japanese Graphic Design exhibition was held in New York, the designer households designed 7 sets of wine advertising posters, will be intact pictures torn up after the collage, with his unique "broken Beauty" and won the gold, silver, in the design scope of the broken aesthetic value to a new height.

6. Symbolic. All human transmission information can be interpreted as a symbolic phenomenon. The symbol here refers to the giving of something in a certain sense. This symbol of giving meaning is no longer used to express the original content, it expresses the meaning of the original symbol system of human beings have not yet new symbols. is a kind of creative activity. The first one to compare girls to flowers or to the flowers of the motherland, they are in the creation of symbols, given the original symbols in the dictionary can not find new content. A poster in Hong Kong "Corruption eats into society" is a piece of maggots eating an apple. Comparing apples to society, maggots to the corrupt, the theme is very profound. An abstract concept manifests itself in a figurative way. A Japanese company opened, it to egg shell this symbol, the expression company after a long period of preparation is finally like the chicken out of the shell was born.
In a word, the uniqueness of design originality is the key to the design of modern advertisement. Here only some of the current advertising design of the more prominent examples, not enough to mark the entire modern design of the face, from which can only be glimpse.

7. Exaggerated. With the help of imagination, grasping the characteristics of the object described, the nature, state, quantity and extent of it are obviously exaggerated to highlight the nature or characteristics of things, so that novelty, surprise and more vivid. Poetry often use exaggerated methods to express feelings, photography ads are often used in this way, with a strange amazing pen to attract audiences.

8. Rendering. Through the environment, scenery or characters of the psychological, behavior as a cushion to describe, highlighting the commodity subject, thereby strengthening the artistic effect. Realistic picture also often inseparable from the rendering, such as background, foil selection, color, light and shadow of the deployment is a relatively simple rendering. In the creation of freehand brushwork, rendering, as an artistic technique, is mainly used to highlight the quality of goods, style, characteristics.

9. Plot. The story picture, mainly through the commodity and the person or the object in the specific life scene has the connection concrete event or the contradictory conflict to constitute the plot, uses to show the commodity the essential characteristic. These plots can be distilled from life, and can be made in bold and reasonable fiction. Any kind of commodity, as long as it has the function in life, has the status, may excavate or weaves the various stories, these stories once close to the audience's life, and makes them feel fresh, then has the intimacy and the penetrating power.
In the photography advertisement picture, the realism and the freehand brushwork did not have the field, the high and low, generally speaking, the realistic picture in the photography request is more strict, freehand brushwork sex In the creativity is more to bother. Whether it is realism or freehand brushwork, all kinds of content factors and form factors need to be diversified into unity, showing the most clear, the most appropriate harmony and contrast relationship, so that the works have a certain artistic conception, of course, commercial mood. This is the end of the advertising author's creation, but also the starting point of the advertising audience aesthetic activities.