The basic elements and concepts of pre-press design of journal cover
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First, the elements of the cover design
Although some journals have added secondary plastic wraps to show the high-end, but mainly through the cover to show its promotional effect, the cover design is still the hardware of the journal image.
A successful cover design must have the following elements:
1. Highlight the logo and title to facilitate the reader's identification, strengthen the reader's memory of the unique artistic symbols of the journal, and lay a good foundation for brand building.
2. Must be in line with this issue and have a guiding role. The choice of pictures, fonts, size of the font size, and the use of color must be coordinated with the content of this issue.
3. Reflecting its own style, it reflects the overall unity in continuity and change. In the absence of consideration of maturity, lack of sufficient market research or no significant changes in the orientation of the publication, it is best not to change the cover design style significantly, so that the publication appears in front of the reader with a completely defamiliar face, which will greatly affect the publication. Release.
4. Overall coordination, unity, eye-catching, atmosphere. The logo, title, issue number, barcode and other elements form a perfect picture with the main picture, with clear visual focus and layering. Strong. Not too complicated and fancy.
Second, the four important concepts of the cover design
1, a clear positioning
The first thing to consider when creating a journal is to locate the problem and position it to win the market. However, the positioning we usually refer to often refers to content positioning, price positioning, target audience positioning, and ignores the positioning of the cover. It is true that the cover is for content, and it must be tightly aligned with the content. However, the cover itself should also have a clear positioning. The content of the publication and the positioning of the cover, both of them go hand in hand to inject a powerful force into the market.
2. Unique aesthetic value
The cover is by no means a simple combination of pictures and titles. Most young journals, women's journals, and marriage, health, and fashion journals are the main pictures of female models and female stars. "Family" magazine once changed the cover from a single beauty photo to a male or female photo or "family photo" according to some readers' suggestions. As a result, the sales volume dropped significantly and the original cover style had to be restored. However, it is clear that the reader did not purchase the magazine for the beauty alone. If the reader only wants to enjoy the beauty, it is better to buy a large calendar, a picture page, a human photo album. Readers like the beauty map on the cover of the journal, because it has been infused with the design of the artwork, has been loaded with new cultural connotations, giving people a new visual pleasure and beauty. Therefore, it is not appropriate to veto the cover beauty map. However, the design level of some journals in China is not high, and the number of people in the publications lacks design, and even has a low-level, vulgarized tendency, which is the main reason for the readers to resent.
3. Reflecting the characteristics of advanced culture
(1) Clearly directed
Journals are special cultural products that affect people's ideology. Their cover also has the role of spreading advanced culture and attracting positive and positive.
The thoughts and aesthetic tastes of the journalists are often reflected in the cover design. For the public aesthetics, they have a positive guiding responsibility. The cover design must have rich cultural connotations, reflect the noble aesthetic taste, and pursue profound ideological implications and human depth. Realize the organic unity of ideological, artistic and ornamental, give the audience an aesthetic and passion, strength and belief, and become a garden to cultivate readers' spiritual sentiments and improve readers' aesthetic level and cultural taste. This is also the value and significance of journal culture.
(2) Comply with the audience's aesthetic psychology
When it comes to journal cover design, it is almost impossible to cater to the cover of all readers. Moreover, there are a wide variety of journals, and each category of journals has a specific readership. The phenomenon of “all people seeing literary journals” in the 1980s is gone forever. Now the traditional pattern of the journal market has been broken. With the market segmentation, the target audience of journals is becoming more and more clear. Is it possible to say that the design of the cover of the journal to the future should be considered in line with the "mind" aesthetic psychology, and the cover design of the journal should be tailored to their specific readership and carefully designed to meet their aesthetic tastes and habits in order to be acceptable to them and win a certain Market share.
4. Consider brand strategy
From a marketing perspective. The journal cover design must achieve the "AIDA" goal, and A is Attention, which is the first to draw the attention of consumers. IBO - Interest, which is of interest to readers. D is Desire (desire), which stimulates the reader's desire to buy. A8pAction (action) is to promote the potential readers to implement consumer behavior. From this perspective, the design of the journal cover must consider the following two elements.
(1) To be easy to identify
It is necessary to highlight the dominant position of logos and titles. The use of maps, colors, fonts, font sizes must be subordinate to logos, titles, logos, titles, issue numbers, etc., and must be harmonious, unified, and individualized and identifiable. Features, strengthen the accumulation of the audience's cognitive image, and ensure the unity and continuity of the brand image.
(2) Consider the market terminal effect
In the cover design of the journal, from the simple graphic design effect, some covers seem to be successful, with a high degree of art, but if the cover of some journals is placed on the market, the effect is not obvious. Why? The designer did not consider the market terminal effect. Traditional journal titles are located above, below, on the left, and on the right side of the journal cover, while modern journal titles are mostly located above the publication. This is determined by the way the journals are displayed in the terminal, because whether it is hanging or swaying, the general bookstores, newspapers and retail kiosks are placed in multiple publications, only the top of the journal. Because you can't guarantee that the dealer will always put your publication on the first floor. If the title is designed in other locations, it will not be easily touched by the reader or even seen at all.
Therefore, the cover designer of the journal must have a strong market awareness in the cover design. It is necessary to consider the art position of the cover, and also follow the market rules and consider the market terminal effect.