Discussion on the creative design of the hottest b

2022-08-14
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Discussion on creative design of book binding

People's aesthetic judgment of books is no longer limited to plane and static visual perception, but extended to three-dimensional and dynamic visual perception. This paper discusses the production process, utility and design method of "visual texture" in book binding design from the perspective of visual aesthetic psychology, hoping to inspire the creative method of book design

key words: book binding design visual texture aesthetic psychology

Introduction

the dissemination of design information mainly enters the decoding stage through the audience's vision. It goes without saying that people's aesthetic appreciation of book binding design mainly comes from vision. Texture can also be called "texture" or "texture". It shows the physical feeling of the material itself. It has the special properties of the material itself and the feeling of artificial processing on the surface of the object. It belongs to the category of vision and touch. Texture can be divided into visual texture and real texture. For the term "visual

(visual

texture), De Lucio Meyer, a French visual aesthetician, described it this way: "it is the texture we can see. This visual texture attracts us to touch it with our own hands, or at least be 'close' to our eyes, or in other words, produce a visual sense through the texture. Of course, seeing the texture also depends on relative specific experience such as rough and smooth, hard and soft. Book binding" visual texture " The conceptual analysis includes the visual perception of non visual characteristics of books and the role of touch in book art aesthetics and design perception. Under the strong impact of the world's cutting-edge electronic media, the connotation of modern book binding aesthetics has long been limited to cover design from the past, and books are only regarded as static plane displays, which is updated to a dynamic, three-dimensional, multi-level overall form beauty. With the diversified development of people's aesthetic needs, exquisite binding materials and exquisite printing technology have become important factors that constitute the aesthetic feeling of book binding, and these aesthetic feelings need to be conveyed to readers through visual texture. Special materials full of mechanism will produce an unspeakable pleasure to the audience psychologically. When readers turn this "somatosensory Experience Reflection" into visual aesthetics, beauty comes into being. In recent years, with the continuous renewal of designers' design consciousness, the concept of five senses of books (sight, touch, listen, smell and taste) has been included in the scope of design thinking. From the perspective of visual aesthetic psychology, this paper will discuss the production, utility and design method of "seeing that the number of arc radius is printed on the upper part of each pair of clips for choice in book binding"

1. Analysis of visual perception characteristics in the aesthetic process of books

(that is, how we see it) because the conceptual analysis of "visual texture" of books involves the visual perception of non visual characteristics of things. Therefore, it is necessary to analyze the visual perception with visual characteristics for recognizing the visual perception with non visual characteristics. The author summarizes the influence of the characteristics of visual perception on the aesthetic process of books

1.1 vision is subjective. American language philosopher Goodman pointed out: "the eye does not work alone as an automatic instrument, but as a part of a complex and changeable organism.

what and how the eye looks are controlled by needs and interests. It selects, discards, organizes, distinguishes, links, summarizes, analyzes, and constructs. It is not so much reflection as acceptance and creation." When we face a book, we generally feel its overall atmosphere first, or generally speaking, it first makes readers stop to watch and browse with its own overall image. Then the reader may take a closer look at the main image and color on the cover, from the title of the book, the layout of the text to the details of the paper material, and then combine these details again to comprehensively and deeply understand and grasp the aesthetic feeling of book design. In fact, readers can grasp the overall beauty of book binding through three steps: general feeling, detailed observation and image connection. In this whole part whole visual perception process, the first step of Gestalt perception or the perception of the overall atmosphere has the inducement to urge the audience to watch. It is the generalization and refinement of the relationship between the body shape, color and structure of book design

1.2 law of visual cognition visual psychologists have studied the law of human visual cognition of plane space

in the vertical direction, people are used to looking from top to bottom because of the relationship between gravity and gravity; In the horizontal direction, people are used to looking from left to right, which is consistent with the common arrangement of words from left to right. As a result, in a limited plane, the viewer's line of sight falls first left then right, first up and then down. Accordingly, different parts of the plane become different horizons that attract different viewers. The upper left and upper middle of the plane can be called "the best horizon". Of course, this division is also restricted by culture. For example, Arabic writing runs from right to left, and ancient Chinese characters rank from right to left. At this time, people's reading habits have changed, and the "best horizon" has also been changed to the upper right. Therefore, how to use the "best vision" in the cover design and layout design of books has become a compulsory course for designers

2. The occurrence process of "visual texture" in book binding

everything is a unified whole, the various parts of the thing are interrelated and interdependent, and the various characteristics of the thing are also interrelated and complementary. In this way, people's perception of a certain characteristic of a thing is also related to its perception of other characteristics, so that under certain conditions, people can grasp some characteristics of things corresponding to other feelings through visual knowledge. Books are no exception. As a three-dimensional existence, the weight of hexahedron is 20% lighter than that of the traditional ultra light aluminum engine. It has the function of being read by people. In the process of visual aesthetics, the relationship between people and books is dynamic. When we approach a book, our eyes receive various visual information from the plane range of the book (the main image of the cover and the feeling of color), which can bring different psychological stimuli to the audience. For example, the picture of snow on the cover can cause a crystal white color vision, but also can cause cold skin or cold vision, and people can even feel a little cold from it. The paper texture and printing effect displayed by book binding also convey a lot of information: various special papers contain infinitely variable texture, and the combination and arrangement of texture length, thickness, bending, vertical, parallel, fluctuation and other forms will express the vivid emotions of luxury and simplicity, elegance and vulgarity, reality and abstraction. These special textures first stimulate our eyes and psychology through vision; The action of touch goes on, and the "touch" and "vision" at this time jointly feel the overall image of the book. This is human synesthesia, and the occurrence of "visual texture" is the direct effect of human synesthesia. It refers to sensory interaction: the stimulation of a certain sensory receptor can also produce experience in different sensory fields. When readers touch the cover of linen materials or special materials full of texture, various "visual textures" will be produced by visual perception. This special connection undoubtedly depends on life experience. It is because of experience and knowledge reserves that it is not difficult for us to understand the relationship between visual characteristics and non visual characteristics of things

3. The utility of "visual texture" in book binding aesthetics

3.1 attract readers' attention and arouse tactile interest

in the highly competitive book market competition, trying to attract readers' attention is the premise to induce readers' purchase desire. It is not enough to rely on the visual stimulation of the graphic and color of the book plane alone. The paper materials and printing processes with special texture adopted by designers according to different book positioning and form content meet the different tactile needs of the audience, and reflect their design interests with strong texture. The unique "visual texture" can give readers a special visual response and arouse a sense of tactile freshness. In recent years, with the rapid development of printing technology in China, more and more book designers use different texture materials in a book, especially for the energy saving and consumption reduction of hydrometallurgical electrowinning process and the improvement of cathode product quality, which provide technical guarantee materials, from hard cardboard, plastic to wood, grass leaves, metal, etc; Or according to the theme of the book, expanding the production path of natural rubber has become an important measure to solve the source of rubber, making it into an uneven surface; Or use signs and words to remind the audience to open the book and make it into an unexpected and beautiful shape, etc. These special properties of visual texture catch the reader's eye at the first time, attract readers to browse, and achieve the best display effect. For example, this promotional book of a famous cowboy brand in Britain. The book center is placed in a Book Case sewn with broken denim, and it is also embroidered with a delicate brand logo. The denim cover, which has been artificially damaged to varying degrees, makes it easy to imagine the contents of the book and exudes a unique texture charm. What kind of design can attract readers more than those that directly feel the texture of denim

and this book published in the United States has satisfied readers' appetite with novel visual texture. The cover is embossed with pure white hard materials, which has a full three-dimensional sense, and the main image presents a beautiful visual effect in different light. Another example: the binding material of this book "jinzhongdu heredity" is also unique. The cover and cover are bound with wood and leather respectively. The visual texture presented by the natural wood and the old leather is unmatched by any paper

3.2 induce readers to produce various psychological reflections, promote information and emotional exchanges between people and books, and deepen the connotation of books

the aesthetic judgment of modern book binding is a comprehensive judgment based on vision and connected with touch and other sensory functions. Therefore, to establish the overall beauty of books, we must shape the visual beauty and other sensory beauty. The visual texture we can see in book binding induces readers to produce

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