濟南印刷廠書刊雜志印刷設計的四個秘訣
Four secrets of book and magazine printing design in Jinan printing factory
1、封面設計明確的定位:
1. Clear positioning of cover design:
要考慮的是定位問題,定位準,才能贏得市場,但我們平時所說的定位,往往指內(nèi)容定位、定位、目標讀者定位,而忽略了封面的定位,誠然,封面是為內(nèi)容服務的,它需要緊緊和內(nèi)容相契合,但是,封面設計自身也應有明確的定位,刊物內(nèi)容和封面設計定位,兩者并駕齊驅(qū)為走向市場注入了強大的力量.
The first thing to consider is positioning. Accurate positioning can win the market. However, what we usually say positioning often refers to content positioning, price positioning and target reader positioning, while ignoring the positioning of the cover. It is true that the cover serves the content and needs to be closely consistent with the content. However, the cover design itself should also have a clear positioning, including the positioning of publication content and cover design, The two go hand in hand and inject a strong force into the market
2、封面設計獨特的審美價值:
2. Unique aesthetic value of cover design:
《家庭》雜志一度曾根據(jù)部分讀者建議,將封面由單幅美人照換上男女二人照或"家庭照",結果銷量明顯下降,不得不恢復原有的封面風格,如果讀者僅為了欣賞美女,遠不如去買大型掛歷、畫頁、人體寫真集,讀者喜歡書刊雜志封面上的美女圖,因為其已是注入了設計意識的藝術品,已負載新的文化內(nèi)涵,給人以新的視覺愉悅和美的享受,但國內(nèi)一些書刊雜志封面設計水平不高,刊登的人物照缺乏設計,甚有低級、庸俗化的傾向,這是招致讀者反感的主要原因.
At one time, according to the suggestions of some readers, family magazine changed the cover from a single picture of beauty to a picture of two men and women or "family picture". As a result, the sales volume decreased significantly and had to restore the original cover style. If readers only want to appreciate beauty, they might as well buy large wall calendars, picture pages and human body photo albums. Readers like the pictures of beauty on the cover of books, magazines and magazines, Because it is already a work of art infused with design consciousness, it has loaded new cultural connotation and gives people new visual pleasure and beautiful enjoyment. However, the design level of the cover of some domestic books, periodicals and magazines is not high, the published figure photos are lack of design, and even have the tendency of low-grade and vulgar, which is the main reason for the disgust of readers
3、封面設計體現(xiàn)文化特征:
3. The cover design reflects the characteristics of advanced culture:
書刊雜志是特殊的文化產(chǎn)品,影響著人們的意識形態(tài)領域,其封面設計同樣有傳播文化、引人向上的作用,辦刊人的思想、審美趣味往往通過封面設計體現(xiàn)出來,對于大眾審美,負有向上的引導責任,封面設計一定要有豐富的文化內(nèi)涵,體現(xiàn)高尚的審美趣味,追求深刻的思想蘊含和人性,實現(xiàn)思想性、藝術性和觀賞性的統(tǒng)一,給予受眾以美感與激情、力量與信念,成為陶冶讀者精神情操,提高讀者審美水平和文化品位的園地.
Books, periodicals and magazines are special cultural products that affect people's ideological field. Their cover design also plays a role in disseminating advanced culture and guiding people upward. The thought and aesthetic interest of the publisher are often reflected through the cover design. They have an upward guiding responsibility for the public's aesthetics. The cover design must have rich cultural connotation and reflect noble aesthetic interest, Pursue profound ideological implication and human nature, realize the unity of ideology, artistry and appreciation, give the audience beauty and passion, strength and faith, and become a garden for cultivating readers' spiritual sentiment and improving readers' aesthetic level and cultural taste
4、需考慮戰(zhàn)略:
4. Brand strategy to be considered:
傳統(tǒng)的書刊雜志名位于書刊雜志封面上方、下方、左側、右側均有,而現(xiàn)代的書刊雜志名大多位于刊物的上方,這是由書刊雜志的終端陳列方式所決定的,因為不管是懸掛式還是平擺式,一般書店、報刊零售亭擺放刊物都是多份重疊,只露出書刊雜志的上方,因為你無法保證經(jīng)銷商永遠把你的刊物放在首層,如刊名設計在其他位置,就不易被讀者目光觸及甚根本看不到.
The traditional titles of books, periodicals and magazines are located above, below, on the left and on the right of the cover of books, periodicals and magazines, while most of the modern titles of books, periodicals and magazines are located above the publications, which is determined by the terminal display mode of books, periodicals and magazines, because whether it is hanging or flat, the publications placed in general bookstores and newspaper retail kiosks are overlapped, only exposing the top of books, periodicals and magazines, Because you can't guarantee that the dealer will always put your publication on the first floor. If the title is designed in other positions, it will not be easily touched or even invisible by readers
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