1、 1 平面设计 1 任何时期平面设计可以参照一些艺术和专业学科侧重于视觉传达和介绍。采用多种方式相结合，创造和符号，图像和语句创建一个代表性的想法和信息。平面设计师可以使用印刷，视觉艺术和排版技术产生的最终结果。平面设计常常提到的进程，其中沟通是创造和产品设计。 共同使用的平面设计包括杂志，广告，产品包装和网页设计。例如，可能包括产品包装的标志或其他艺术作品，举办文字和纯粹的设计元素，如形状和颜色统一件。组成的一个最重要的特点，尤其是平面设计在使用前现有材料或不同的元素。 平面设计涵盖了人类历史上诸多领域，在此漫长 的历史和在相对最近爆炸视觉传达中的第 20 和 21 世纪，人们有时是模糊的区
2、别和重叠的广告艺术，平面设计和美术。毕竟，他们有着许多相同的内容，理论，原则，做法和语言，有时同样的客人或客户。广告艺术的最终目标是出售的商品和服务。在平面设计，“其实质是使以信息，形成以思想，言论和感觉的经验” 。 在唐朝（ 618-906 ）之间的第 4 和第 7 世纪的木块被切断打印纺织品和后重现佛典。阿藏印在 868 是已知最早的印刷书籍。 在 19 世纪后期欧洲，尤其是在英国，平面设计开始以独立的运动从美术中分离出来。蒙德里安称为父亲的图形设计。 他是一个很好的艺术家，但是他在现代广告中利用现代电网系统在广告、印刷和网络布局网格。 于 1849 年，在大不列颠亨利科尔成为的主要力量之
3、一在设计教育界，该国政府通告设计在杂志设计和制造的重要性。他组织了大型的展览作为庆祝现代工业技术和维多利亚式的设计。 从 1892 年至 1896 年威廉莫里斯凯尔姆斯科特出版社出版的书籍的一些最重要的平面设计产品和工艺美术运动，并提出了一个非常赚钱的商机就是出版伟大文本论的图书并以高价出售给富人。莫里斯证明了市场的存在使平面设计在他们自己拥有的权利，并帮助开拓者从生产和美术分离设 计。这历史相对论是，然而，重要的，因为它为第一次重大的反应对于十九世纪的陈旧的平面设计。莫里斯的工作，以及与其他私营新闻运动，直接影响新艺术风格和间接负责 20 世纪初非专业性平面设计的事态发展。 谁创造了最初的“
4、平面设计”似乎存在争议。这被归因于英国的设计师和大学教授Richard Guyatt，但另一消息来源于 20 世纪初美国图书设计师 William Addison Dwiggins。 伦敦地铁的标志设计是爱德华约翰斯顿于 1916 年设计的一个经典的现代而且使用了系统字体设计。 在 20 世纪 20 年代，苏联的建构主 义应用于“智能生产”在不同领域的生产。个性化1 Wikipedia. History of graphic design M. 2005. 2 的运动艺术在俄罗斯大革命是没有价值的，从而走向以创造物体的功利为目的。他们设计的建筑、剧院集、海报、面料、服装、家具、徽标、菜单等。
5、Jan Tschichold 在他的 1928 年书中编纂了新的现代印刷原则，他后来否认他在这本书的法西斯主义哲学主张 ，但它仍然是非常有影响力。 Tschichold ，包豪斯印刷专家如赫伯特拜耳和拉斯洛莫霍伊一纳吉，和 El Lissitzky 是平面设计之父都被我们今天所知。 他们首创的生产技术和文体设备，主要用于整个二十世纪。随后 的几年看到平面设计在现代风格获得广泛的接受和应用。第二次世界大战结束后，美国经济的建立更需要平面设计，主要是广告和包装等。移居国外的德国包豪斯设计学院于 1937 年到芝加哥带来了“大规模生产”极简到美国 ;引发野火的“现代”建筑和设计。值得注意的名称世纪中
6、叶现代设计包括阿德里安 Frutiger ，设计师和 Frutiger 字体大学 ;保兰德，从 20 世纪 30年代后期，直到他去世于 1996 年，采取的原则和适用包豪斯他们受欢迎的广告和标志设计，帮助创造一个独特的办法，美国的欧洲简约而成为一个主要的先驱。平面设计称为企业形 象 ;约瑟夫米勒，罗克曼，设计的海报严重尚未获取 1950 年代和 1960 年代时代典型。 从道路标志到技术图表，从备忘录到参考手册，增强了平面设计的知识转让。可读性增强了文字的视觉效果。 设计还可以通过理念或有效的视觉传播帮助销售产品。将它应用到产品和公司识别系统的要素像标志、颜色和文字。连同这些被定义为品牌。品牌
7、已日益成为重要的提供的服务范围，许多平面设计师，企业形象和条件往往是同时交替使用。 教科书的目的是本科目，如地理、科学和数学。这些出版物已布局理论设计说明和图表。一个常见的例子，在使用图形，教育是图表人 体解剖学。平面设计也适用于布局和格式的教育材料，使信息更容易和更容易理解的。 平面设计是应用在娱乐行业的装饰，景观和视觉故事。其他的例子娱乐设计用途包括小说，漫画，电影中的开幕和闭幕，在舞台上节目的和道具的安排。这也包括艺术品在 T恤衫的应用和其他物品的出售。 从科学杂志报道，提出意见和事实往往是提高图形和深思熟虑的组成视觉信息 -被称为信息的设计。报纸，杂志，博客，电视和电影纪录片，可以使用
8、平面设计通知及娱乐。随着网络，信息与经验的交互式设计的工具，如 Adobe 和 Flash 正越来越多地被用来说明的背景新闻。 一个平面设计项目可能涉及程式化和介绍现有的文字，或者事先存在的意向或图像开发的平面设计师。例如，一家报纸的故事始于记者和摄影记者，然后成为平面设计师的工作安排到一个合理的页面布局，并确定是否有任何其他图形元素应当要求。在一本杂志的文章或广告，往往是平面设计师或艺术总监将委员会摄影师或插图创建原始文件只是被纳入设计规划。现代设计的做法已经扩展到了现代的计算机，例如在使用所见的用户界面，通常被称为交互式设计，或多媒体设计。 3 任何图形元素用于设计之前，图形元素必须是源于
9、通过视觉艺术技能。这些图形通常（但并不总是） 被设计师开发。视觉艺术的作品主要是视觉性的东西从使用传统的传播媒介、摄影或电脑产生的艺术。平面设计原则可以适用于每一个人的版画艺术元素，并最终组成。 印刷术是艺术，工艺和技术型，修改类型字形，并安排类型的设计。类型字形（字符）的创建和修改使用各种说明方法。这项安排的类型是选择字体、大小、线长、主要的（行距）和文字的间距。 印刷术是由排字工机 ，排字，印刷工人 ，图形艺术家，艺术总监，工作者和办事员。直到数字时代，印刷成为一个专业的领域。数字化开辟了新的视觉设计师和用户。 排版设计师平面设计的一部分，是在网 页设计中是图形设计，处理安排风格（内容）的
10、要素。从早期的照明网页手工复制书籍的中世纪和程序，以错综复杂的现代杂志和目录布局，适当的网页设计公司长 期以来一直是考虑的印刷材料，与印刷媒体，内容通常包括类型（文字 ， 图片（照片）偶尔发生持有者图形的内容，没有印刷油墨，如模具 /激光切割，烫金压印或盲目压花。 平面设计师常常专心研究于界面设计，如网页设计和软件设计，最终用户的交互性是一个设计考虑的布局或接口。视觉沟通技巧、互动沟通技巧与用户互动得相结合和在线品牌推广，平面设计师往往与软件开发和网络开发人员创建的外观和 风格的网站或软件应用程序，来加强用户或网络网站的访问者互动体验。 版画是在纸上，其他有机材料或者表面上印刷艺术品的过程。每
11、一张不会被复制，但时最初的因为它不是一个复制的另一艺术作品，并在技术上称为留下深刻的印象。绘画或素描，另一方面，创造了独特的原始艺术品。版画是由一个单一的原始表面创造的，在技术上已经作为基质而被已知。常见的矩阵包括：金属板，通常是铜或锌的雕刻或蚀刻 ;石料，用于光刻 ;块木刻的木材，油毡和织物板的丝网印刷。但也有许多其他种类，讨论如下：作品从一个单一的印刷板创造一个版本，在现代通常每个签署和 编号，形成限量。打印也可编制成册，作为艺术家的书籍。一个单一的打印可能是产品的一种或多种技术。 色彩学领域是如何在打印机上和显示器上用眼睛识别颜色和如何解释和组织这些色彩。 眼睛的视网膜被两个被命名为视杆
12、和视锥的感光体涵盖。视杆对光很敏感但是对颜色不是很敏感。视锥却与视杆恰恰相反。他们对光不太敏感，但是颜色可以被感知。 1 GRAPHIC DESIGN The term graphic design can refer to a number of artistic and professional disciplines which focus on visual communication and presentation. Various methods are used to create and combine symbols, images and/or words to crea
13、te a visual representation of ideas and messages. A graphic designer may use typography, visual arts and page layout techniques to produce the final result. Graphic design often refers to both the process by which the communication is created and the products which are generated. Common uses of grap
14、hic design include magazines, advertisements, product packaging and web design. For example, a product package might include a logo or other artwork, organized text and pure design elements such as shapes and color which unify the piece. Composition is one of the most important features of graphic d
15、esign especially when using pre-existing materials or diverse elements. Graphic Design spans the history of humankind from the caves of Lascaux to the dazzling neons of Ginza. In both this lengthy history and in the relatively recent explosion of visual communication in the 20th and 21st centuries,
16、there is sometimes a blurring distinction and over-lapping of advertising art, graphic design and fine art. After all, they share many of the same elements, theories, principles, practices and languages, and sometimes the same benefactor or client. In advertising art the ultimate objective is the sa
17、le of goods and services. In graphic design, “the essence is to give order to information, form to ideas, expression and feeling to artifacts that document human experience.” During the Tang dynasty (618906) between the 4th and 7th century A.D. wood blocks were cut to print on textiles and later to
18、reproduce Buddhist texts. A Buddhist scripture printed in 868 is the earliest known printed book. In late 19th century Europe, especially in the United Kingdom, the movement began to separate graphic design from fine art. Piet Mondrian is known as the father of graphic design. He was a fine artist,
19、but his use of grids inspired the modern grid system used today in advertising, print and web layout. In 1849, Henry Cole became one of the major forces in design education in Great Britain, informing the government of the importance of design in his Journal of Design and Manufactures. He organized
20、the Great Exhibition as a celebration of modern industrial technology and Victorian design. From 1892 to 1896 William Morris Kelmscott Press published books that are some of the most significant of the graphic design products of the Arts and Crafts movement, and 2 made a very lucrative business of c
21、reating books of great stylistic refinement and selling them to the wealthy for a premium. Morris proved that a market existed for works of graphic design in their own right and helped pioneer the separation of design from production and from fine art. The work of the Kelmscott Press is characterize
22、d by its obsession with historical styles. This historicism was, however, important as it amounted to the first significant reaction to the stale state of nineteenth-century graphic design. Morris work, along with the rest of the Private Press movement, directly influenced Art Nouveau and is indirec
23、tly responsible for developments in early twentieth century graphic design in general. Who originally coined the term “graphic design” appears to be in dispute. It has been attributed to Richard Guyatt, the British designer and academic, but another source suggests William Addison Dwiggins, an Ameri
24、can book designer in the early 20th century The signage in the London Underground is a classic of the modern era and used a font designed by Edward Johnston in 1916. In the 1920s, Soviet constructivism applied intellectual production in different spheres of production. The movement saw individualist
25、ic art as useless in revolutionary Russia and thus moved towards creating objects for utilitarian purposes. They designed buildings, theater sets, posters, fabrics, clothing, furniture, logos, menus, etc. Jan Tschichold codified the principles of modern typography in his 1928 book, New Typography. H
26、e later repudiated the philosophy he espoused in this book as being fascistic, but it remained very influential. Tschichold, Bauhaus typographers such as Herbert Bayer and Laszlo Moholy-Nagy, and El Lissitzky are the fathers of graphic design as we know it today. They pioneered production techniques
27、 and stylistic devices used throughout the twentieth century. The following years saw graphic design in the modern style gain widespread acceptance and application. A booming post-World War II American economy established a greater need for graphic design, mainly advertising and packaging. The emigr
28、ation of the German Bauhaus school of design to Chicago in 1937 brought a “mass-produced”minimalism to America; sparking a wild fire of “modern”architecture and design. Notable names in mid-century modern design include Adrian Frutiger, designer of the typefaces Univers and Frutiger; Paul Rand, who,
29、 from the late 1930s until his death in 1996, took the principles of the Bauhaus and applied them to popular advertising and logo design, helping to create a uniquely American approach to European minimalism while becoming one of the principal pioneers of the subset of graphic design known as corpor
30、ate identity ； and Josef Mller-Brockmann, who designed posters in a severe yet accessible manner typical of the 1950s and 1960s era. 3 From road signs to technical schematics, from interoffice memorandums to reference manuals, graphic design enhances transfer of knowledge. Readability is enhanced by
31、 improving the visual presentation of text. Design can also aid in selling a product or idea through effective visual communication. It is applied to products and elements of company identity like logos, colors, and text. Together these are defined as branding (see also advertising). Branding has in
32、creasingly become important in the range of services offered by many graphic designers, alongside corporate identity, and the terms are often used interchangeably. Textbooks are designed to present subjects such as geography, science, and math. These publications have layouts which illustrate theori
33、es and diagrams. A common example of graphics in use to educate is diagrams of human anatomy. Graphic design is also applied to layout and formatting of educational material to make the information more accessible and more readily understandable. Graphic design is applied in the entertainment indust
34、ry in decoration, scenery, and visual story telling. Other examples of design for entertainment purposes include novels, comic books, opening credits and closing credits in film, and programs and props on stage. This could also include artwork used for t-shirts and other items screenprinted for sale
35、. From scientific journals to news reporting, the presentation of opinion and facts is often improved with graphics and thoughtful compositions of visual information - known as information design. Newspapers, magazines, blogs, television and film documentaries may use graphic design to inform and en
36、tertain. With the advent of the web, information designers with experience in interactive tools such as Adobe Flash are increasingly being used to illustrate the background to news stories. A graphic design project may involve the stylization and presentation of existing text and either preexisting
37、imagery or images developed by the graphic designer. For example, a newspaper story begins with the journalists and photojournalists and then becomes the graphic designers job to organize the page into a reasonable layout and determine if any other graphic elements should be required. In a magazine
38、article or advertisement, often the graphic designer or art director will commission photographers or illustrators to create original pieces just to be incorporated into the design layout. Contemporary design practice has been extended to the modern computer, for example in the use of WYSIWYG user i
39、nterfaces, often referred to as interactive design, or multimedia design. Before any graphic elements may be applied to a design, the graphic elements must be originated by means of visual art skills. These graphics are often (but not always) de veloped 4 by a graphic designer. Visual arts include w
40、orks which are primarily visual in nature using anything from traditional media, to photography or computer generated art. Graphic design principles may be applied to each graphic art element individually as well as to the final composition. Typography is the art, craft and techniques of type design
41、, modifying type glyphs, and arranging type. Type glyphs (characters) are created and modified using a variety of illustration techniques. The arrangement of type is the selection of typefaces, point size, line length, leading (line spacing) and letter spacing. Typography is performed by typesetters
42、, compositors, typographers, graphic artists, art directors, and clerical workers. Until the Digital Age, typography was a specialized occupation. Digitization opened up typography to new generations of visual designers and lay users. Page layout is the part of graphic design that deals in the arran
43、gement and style treatment of elements (content) on a page. Beginning from early illuminated pages in hand-copied books of the Middle Ages and proceeding down to intricate modern magazine and catalog layouts, proper page design has long been a consideration in printed material. With print media, ele
44、ments usually consist of type (text), images (pictures), and occasionally place-holder graphics for elements that are not printed with ink such as die/laser cutting, foil stamping or blind embossing. Graphic designers are often involved in interface design, such as web design and software design whe
45、n end user interactivity is a design consideration of the layout or interface. Combining visual communication skills with the interactive communication skills of user interaction and online branding, graphic designers often work with software developers and web developers to create both the look and
46、 feel of a web site or software application and enhance the interactive experience of the user or web site visitor. Printmaking is the process of making artworks by printing on paper and other materials or surfaces. Except in the case of monotyping, the process is capable of producing multiples of t
47、he same piece, which is called a print. Each piece is not a copy but an original since it is not a reproduction of another work of art and is technically known as an impression. Painting or drawing, on the other hand, create a unique original piece of artwork. Prints are created from a single origin
48、al surface, known technically as a matrix. Common types of matrices include: plates of metal, usually copper or zinc for engraving or etching; stone, used for lithography; blocks of wood for woodcuts, linoleum for linocuts and fabric plates for screen-printing. But there are many other kinds, discus
49、sed below. Works printed from a single 5 plate create an edition, in modern times usually each signed and numbered to form a limited edition. Prints may also be published in book form, as artists books. A single print could be the product of one or multiple techniques. Chromatics is the field of how eyes perceive color and how to explain and organize those colors in the printer and on the monitor. The Retina in the eye is covered by two light-sensitive receptors that are named rods and cones. Rods are sensitive to light, but not sensitive to color
