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讲解画册设计遵循规则
作者:admin 来源:http://www.sdhzyw.com 发布时间:2016-2-25 14:02:08 浏览次数:365
画册本是企业更有可能个性化的宣传媒介,运用得当则成为营销利器,运用不当则会钝刀一把。模仿、抄袭、漠视、短见,是众多平庸画册大行其道的重要原因,寄希望出奇招一鸣惊人的企业习惯忘记把常规武器用到极致才是成功的根本。于是,“亲兄弟”一般的画册出现在不同的企业、不同的行业,这些把企业名字一改就可以重新用到别处的画册和垃圾又有多大的区别。
Picture this is most likely personalized publicity media enterprise, properly is become a marketing tool, improper use will be a blunt knife. Imitation, plagiarism, indifference, short-sighted, is one of the important reasons, many mediocre album is popular hope surprisingly recruit blockbuster companies used to forget to the hilt of conventional weapons is fundamental to success. Therefore, "blood brothers" the general picture appear in different companies, different industries, which change the enterprise name can be used again elsewhere in the album and garbage and how big is the difference.
画册,即要有图有文。图片与文案的关系不是鸡与蛋的关系,而是相伴相生,相辅相成。从经验来看,二者的关系协调,主要依赖创作者自身。若是文案人员主导,则图片配合文案的可能性大,图片占从属地位。若是设计人员主导,则反之。当然,具体到某个画册,与所属行业特征也有关,如服装、化妆品之类行业的画册更倚重于图片表现。
Album, that is, to have figure. Pictures and copy the relationship is not a chicken and egg, born but, supplement each other. From experience, two relations coordination, mainly rely on the creators themselves. If copywriter dominant, images with the possibility of copywriting, images of the subordinate status. If designers dominated, vice versa. Specific to a particular picture album, of course, with their industry and relevant features, such as clothing, cosmetics industry more relied on the picture of performance.
文案是“说话”,不是背书,更不是写文章。画册在手,犹如公司代表当面交流,客户需要的是有人情味儿的沟通,不是模式化的宣传。画册文案写作一忌自言自语,二忌孤芳自赏,三忌照本宣科。孤芳自赏的典型表现就是动不动来个老总办公照,然后是长篇大论的讲话,虽然那篇宏论可能只有签名才是老总的真迹。照本宣科的典型表现多不胜举,此处材料原封不动地搬到彼处继续使用,一点修饰都没有,不知是企业崇尚“本色”,还是相关人员过于懒惰。
Copy is "speak", not an endorsement, more is not writing an article. The picture book in hand, like a company representative face to face communication, the customer need is to have human communication, not stereotypes of propaganda. Pictorial document writing one avoid soliloquize, 2 avoid narcissistic, 3 avoid scripted. Typical performance is always to a narcissistic bosses office, followed by a long speech, though that things can only boss signature is authentic. Typical scripted not ShengJu, here material moved intact there continue to use, no modification, don't know is enterprise advocating the "instinctive", or related people are too lazy.
画册以内容为重,形式次之。在材质和工艺的选择上,要依据用途、表现、设计、成本等几方面综合考虑。目前,企业制作画册出现的几个趋势值得注意:规格越来越大,形体越来越厚,材质越来越贵,重形式而轻内容。这里面有企业方对画册认知的问题,制作公司为追逐利润的举动也起到推波助澜的作用。对于大多数企业的现实而言,画册制作尤要以合适为原则。
The picture album, as a form. On the choice of material and process, depending on use, performance, design, cost and other aspects into account. At present, enterprises make brochures in several trends note: specification is more and more big, the body is more and more thick, the material is more and more expensive, heavy form light content. There are cognitive problems on the enterprise party album, production company for profit-seeking actions also boost the role. For most of the enterprise reality, the picture album production especially with suitable for the principle.
高质量画册用“图”考究,不单指图片漂亮与否,而指图片要与画册本身相匹配。这里有几个用图原则:般配原则、真实原则、美观原则。先说般配原则,要求图片选用要符合画册自身特质,这里对画册设计者的认知能力提出了较高的要求。如工业企业的画册在“企业历程”这一页面,配上“雪地脚印”这一张图则不太合适,换上“台阶”图片则会将工业生产者的力量感表现得更为突出。
High quality picture album with the "figure", not only refers to the image beauty, and refers to the image to match the picture itself. Here are a few principles of graph: the match principle, the principle of true, beautiful. Say first match principles, requirements pictures to choose their own characteristics to conform to the album, here cognitive abilities of picture book designers put forward higher requirements. Like a picture of industrial enterprises in the "business process" page, deserve to go up "snow footprint" that a plan is not good, change "steps" images will industrial producers strength more outstanding.