The basic elements and concepts of the pre-press design of the journal cover
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First, the elements of the cover design
Although some of the current 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 this magazine, 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, 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 adequate 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 completely defamiliar faces, which will greatly affect the publication. Distribution.
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, 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 which 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 maps 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 is not buying the magazine for the beauty alone. If the reader is only to appreciate 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 people to be 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. Realizing the organic unity of ideological, artistic and ornamental, giving the audience an aesthetic and passion, strength and conviction, and becoming 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 implementation of consumer behavior by potential readers. 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, and font sizes must be subordinate to logos, titles, and logos, titles, and issue numbers. They must be harmonious, unified, and personalized and identifiable. Features, strengthen the accumulation of the audience's cognitive image, and ensure the unity and continuity of the brand image.
(2) to consider the market terminal effect
In the cover design of the journal, from the simple graphic design effect, some covers seem to be successful and have 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 terminal's terminal display method, because whether it is hanging or swinging, 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.
Three conclusions
With the prosperity of the journal industry, the overall appearance of the cover design of China's journals has changed a lot at the present stage, and the level has been improved. In particular, the cover of some news, corporate, fashion and animation journals has completely gone beyond the tradition. The layout of the journal cover is novel in design and rich in the era. It should not be overlooked that the overall assembly level of China's journal industry is still not high, and there is a big gap compared with the international advanced level. Emerging technologies have injected vitality into the cover design. The use of network resources, digital technology, and printing technology have expanded and enriched the performance of cover design, making the cover design a broader space for hiring. The editors of the journals should speed up the knowledge, study and update, so that the cover design of China's journals enters the fast lane of speed-up, and is in line with the international advanced level, injecting vitality into the global market for the journal industry to enter the world.