Conception method and principle of cover in brochure design
If the brochure is the window of enterprise marketing display, the cover is the top priority of this window image. As the saying goes: "goods sell a piece of skin", good cover creativity even directly provides the reason for the audience to continue reading. On the one hand, the cover of a good creative brochure design should cover perceptual information such as corporate philosophy and spirit. On the one hand, we should also talk about the background, strength, industry, selling points and other rational information. This requires the design to form a rigorous closed-loop operation from multiple links such as information integration, conception, creativity and display. In the following content, we will discuss how to do a good job in the cover design of brochures from the initial "conception".
1. Method of design conception of brochure cover
When the enterprise arranges the materials required for brochure design, the conception work begins. Conceiving creativity is not a sudden whim, but a logical process of thinking that needs to pay attention to ways and methods. Otherwise, it will deviate from the design direction of the whole brochure and become wordy. The process and method of conception can be roughly divided into:
Imagination: imagination is the cornerstone of conception. It uses the existing cognitive accumulation materials to break through the existing frame and produce a perceptual image with clear direction. Effective use of imagination can express diversified visual elements. The methods of imagination can be divided into: single form imagination (scattered reconstruction, material alienation, split fission, scale exaggeration), multiple form combination imagination (splicing combination, replacement combination, placement combination, Xiao shape combination, symbiotic isomorphism (conformal, collinear), positive and negative isomorphism, etc.) and different modes of imagination
Symbol: the conception method of symbol can also be understood as metonymy. Through the use of concrete and abstract forms, it implies the specific affairs or concepts to be expressed. From the perspective of educational psychology, the process of withdrawing from the cognitive learning of young children comes from the existing experience, not from scratch. For example, pigeon symbolizes peace, cow symbolizes diligence and so on, which can quickly make the reading audience better understand the enterprise spirit connotation and business to be expressed by the cover.
Trade offs: in the process of conception, it is often "easy to add and difficult to subtract". When designing the overall conception, it is often difficult to give up any idea. In addition, enterprises often think that the more they say and perform, the easier it is to achieve their goals. However, the cognition and reception of information is limited, especially in this era of information explosion. How to express concisely, quickly and effectively is in line with the characteristics of the current era. Therefore, for the selection of materials and ideas, the redundant content needs to be deleted.
2. Principles of design conception of brochure cover
Simplify: just like the above conception method "trade-offs", simple and clear ideas can not only clarify the design intention, but also have a stronger visual impact. There is no need to spread the design all over the page, but also leave some thinking space for the audience to increase attention and memory.
Abandon the dark and turn to the bright: try to choose bright colors or strong impact color contrast in the design creativity of brochures. After all, in the use of enterprise brochures, catching the eye is the first thing. Otherwise, no matter how good the design and content are, no one will lose the basic purpose of publicity and cognition.
Clear message: design is actually a language design. Its own task is to clear the reading barriers of readers with the audience, whether it is text design, layout creativity or space composition, so as to avoid being too general and lack of core theme.
The perfect combination of conception and design presentation is the yardstick to measure an excellent design. This requires an understanding of corporate culture and unique cognitive thinking, as well as a large amount of knowledge accumulation at ordinary times. Of course, the final effect and purpose can often exceed expectations. Therefore, at the beginning of the conception, we should be scientific and rigorous to pave the way for the later practical operation.