Flat design of space ideas

[Abstract] Using the relationship between graphics and graphics and plane space, designing an attractive display space form in the planar space, and grasping the audience's cognitive space for graphic design, giving the cognitive space a certain extension, can improve the plane Design communication effect.

Keywords: graphic design; display space form; cognitive space size; cognitive spatial extension

Graphic design is to decorate, design, or create new forms of art with various forms, colors, and textures in the plane space. In the two-dimensional plane design, "space" is only an illusion, but is an optical illusion phenomenon formed in the two-dimensional space. It is essentially two-dimensional. Designing a variety of spatial forms to convey complex and varied information is a unique feature of graphic design. The clever use of space creativity in designing can convey the information and content of the work with a powerful visual power to achieve a stunning visual appeal and leave behind a profoundly influential visual effect. The spatial creativity mentioned here mainly refers to the size and extension of the display space form and the cognitive space of the graphic design.

1 display space form

In the graphic design, space exists before the image. There is no image. The space is a blank and has no meaning. The appearance of the image occupies the space, making the space become viable and meaningful. The change of different images in the plane and the relationship between the image and the plane space form various forms of display space in the plane space. Different forms of display space have different degrees of attraction to the audience, but also give the audience different psychological feelings. In contrast, new forms of display space, such as sports, surreal, novel, and humor, are easy to attract viewers' attention and are more conducive to the transmission of information. The use of "changing" and the expression of contradictory space can create a variety of attractive forms of display space.

1. 1 "change" method

“Variation” means change, and treats common common images, regularity, or sequenced images in a special way to break the conventions and laws and make them abnormal, so that they have a sense of extension or turning, and produce or Exaggerate the humorous or bizarre form of exhibition space to attract the attention of the audience. There are many variations of this approach, such as changes in size, gradients, mutations, displacements, and destruction of shapes. To make the entire image smaller, smaller, or larger, or to make anomalous changes in the image, can produce an exaggerated humorous display space effect; use the size of the image to change, the direction of the gradient, the position gradient, the color gradient, you can also use the image from the complete Gradual change to incompleteness can also be achieved by the formation of a morphological composition of the gradual expansion of the form to generate a variety of strong sense of perspective, space and sense of movement and illusion; the use of creative thinking in the image of the key parts of the mutation In order to make the image structure, existence, and other aspects deviate from people's normal concepts and make it extend or change in meaning, it produces a humorous and bizarre spatial effect; “replacement” is a kind of “grass and flower” style expression method. The parts of two totally different or even unrelated objects, consciously unconventional, unpredictable combinations, can produce absurd and creative images. The complete and purposeful use of tearing, fracture separation, cutting displacement, complete shattering and other methods of destruction, so that it has a new meaning and spatial form [2]. When using the “change” method of expression, it is necessary to think about the image in an all-round, multi-perspective, and in-depth manner. In particular, it is necessary to pay attention to the relationship between the change part and the entire image and whether the resulting meaning after the change is conducive to the transmission of information. We must not only be surprised by the change in the "freshness" of the map, and it is difficult for the audience to understand the meaning of design and hinder the transmission of information.

1. 2 contradictory spatial representation

The contradictory space means that the spatial ideal form that cannot exist in the objective world is fully displayed on the plane of the two-dimensional space, which makes the object image appear in the human vision to have a spatial change effect of flickering and flickering. The use of contradictory space can make the image of the screen appear three-dimensional illusion on the plane of the two-dimensional space, greatly broadening the space for the representation of the graphic design, giving people an unexpected strong sense of visual new. Using the limitations of planes and visual illusions (misperceptions), by intentionally violating the laws of perspective and violating the normal concept of space, changing the order of objective things and adopting methods such as common lines, sharing shapes, and bottom-up reversal can lead to intriguing thoughts. Conflict space. The use of contradictory space can make the image produce the connotations of “uncertainty”, “paradox” and “pun", maximizing the spectator's visual viewing function, alternating the appearance of the figure and the background to form a special meaning. Overall, enrich the aesthetic connotation of the theme, enhance the expressiveness of the design and artistic appeal, and thus more effectively convey the purpose of the design. Fukuda is one of the most famous designers who have created and succeeded in the use of contradictory spatial expressions. His works are simple and full of humor, and in a seemingly absurd visual image, they can reflect a sense of rational order. The unique concept of contradictory space embodied in his works has earned him a worldwide reputation[2].

2 cognitive space

The main function of graphic design is to convey information, that is, express the abstract information concept through specific visual elements. German contemporary visual communication designer Hugor Martis said: "A good design should be based on graphic language rather than written comments." It can be seen that graphics have an important significance for the communication of graphic design. Designers need to start from the abstract information they want to communicate and visualize their deductions to create visual elements familiar to consumers, that is, graphics. When the audience sees these graphics, they combine their experience, experience, use of association, imagination and other ideas. Understand and accept abstract information. The thinking process in which the audience understands and accepts abstract information from the perspective of the graphic is called the cognitive space. It can also be called the communication space between the designer and the reader. Whether or not the design information is effectively communicated to the audience is greatly affected by the cognitive space, which is mainly reflected in the size of the cognitive space and the extension of the cognitive space.

2. 1 cognitive space size

The size of the cognitive space refers to the reader's view of the graphic design. At the same time, the graphic image inspires readers to use their association, imagination and other thinking to understand the length of the thinking process when receiving information and connotation. If the design graphics and information are too straightforward to guide the audience, the space for understanding will be small. The audience will feel tedious and will not leave a deep impression on the design; on the contrary, if the design of the graphics and information The relationship between the referents is implicit and esoteric. The audience makes a lot of thinking behavior according to the graphics. The audience space is too large. The audience feels that they are inexplicable, too far-fetched, even futile, unable to understand, have an aversion to the design, and seriously affect the information. Publish; So, the "degree" of the subjective space size of the graphic design is an important aspect that we should consider when designing. A good design is placed in front of the audience. It can correctly guide the audience's thinking, make the audience understand the designer's intentions, and think that the design is ingenious and justified.

2.2 The Extension of Cognitive Space

The extension of cognitive space refers to the abstract “righteousness” that relies on visual elements and goes beyond the visual elements, that is, the design effect leads to an extension of the audience’s thinking. This is the same as the "artistic conception" in Chinese traditional art. Artistic conception is the connotative image formed by the blending of subjective thoughts and feelings and the objective scene environment. The basic composition of artistic conception is the blend of scenes. It consists of two aspects: the objective reflection of living objects and the subjective creative aspects of designers' emotional ideals. The former is called "environment" and the latter is called "meaning." These two aspects organically unite to form a mood, which is the first meaning of artistic conception. Its second meaning, that is, artistic conception is created by the blending of scenes, but it must be the artistic image of the scene of blending. Ancient Chinese literary theorists called this feature of artistic conception: the environment was born outside the elephant, the elephant outside the elephant, and the outside scene. The image constitutes a real scene. It is limited and specific, and the environment sent by the image is an imaginary environment. It is infinite [1]. Graphic design is the skillful use of the combination of virtual reality and reality, which leads to an extension of the audience's thinking and achieves artistic effects with less success and more than words. For example, an environmental poster called "Tomorrow is too late" uses replacement techniques to replace the eggs in the nest with stones, leaving people with unlimited space for reflection.

3 Conclusion

With the increase in the amount of information, it is difficult to arouse the interest of the audience. It is our responsibility to design extraordinary designs as designers and effectively communicate design information. Using the relationship between graphics and graphics and plane space, designing an attractive display space form in the planar space, and grasping the audience's cognitive space for graphic design, giving the cognitive space a certain extension, is simply designing extraordinary works. And one of the effective methods.

Author: Takayoshi silver 1,2, cleft Jianye 2, Wei Xiaoying 2, Li Xiuxia 2
(1. Hebei Agricultural University; 2. Hebei University)

Source: Packaging Engineering, Issue 3, 2005