封面设计的基本要素

风一样的男孩

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Title page design basic essential factor

Author：Rosmarie Tissi(Switzerland)
The author profiles :   Posters Biennial International Advisory   
Switzerland internationally renowned designers freedom  
International designers Union (AGI) Member   
New York International Art Exhibition guidance Club members

Books is the ladder for the progress of human civilization and mankind's wisdom accumulation, circulation and renewal, relying on books. Books to the people of knowledge and power. The ancients said, "3rd language tasteless hence not reading, and terrifying." This book is as much spiritual food for education inspiration. Books as text, graphics is not the presence of a carrier is not required. Books required is a harmonious continuum, should say what kind of book is what readers compatible with it. In our country, the books are usually called on the overall design layout design books or art design.   If books like a group of construction required, then cover book is the appearance of these buildings. Whether Western gothic churches, monasteries and the Chinese classical-style palace, the construction of the building exterior will reflect the spirit. The same is true of the cover. Will focus on the theme of books embody the spirit, which is a key design books required.
A book cover designs in the overall design is of vital importance. Books and readers, the first round on relying on the cover. Cover the face is a book that is not what a salesman. Good cover design to attract readers not only to intriguing, but thought that can not put. Cover design merits of the books has great significance for the social image. To this end, I, as an art teacher in the vocational school books cover designs made some preliminary exploration. Cover designs typically include title, author name persons, publishers of the words, and reflect on the content, nature and types of literature of decorative image, color and composition.
First, the idea of the cover design :  
First performance should be established in the form of services to the content of the book form, with the most moving and most image and the most easily accepted by the visual manifestations, so it was important to cover the idea that we should fully understand manuscript content, style, types of literature, to the novel, relevant and appealing. Thinking process and methods generally have the following methods :

1, imagine that :   The basic idea is to imagine, for the imagination to shape the consciousness center, a means to produce a clear image. We say inspiration, that is the accumulation of knowledge and imagination and crystallization, it fails to grasp the situation is a source of design ideas.   
2, up :   Thinking process often "extraordinarily easy, give it" to the idea often much, much making up for lack of love superfluous details. Mr. Chang said, "do subtraction, and less so additive" is truly the experience summed up. To unimportant, something with the image of the details of what it treasures resolutely very reluctantly.  
3, symbol :   Symbolic approach is the most effective language arts performance, image appliances like to express abstract concepts or feelings, but also can be used to express abstract image to Yiyu specific things can be accepted.
4, explore new ways :   Popular forms, commonly used methods, conventional language to the extent possible, avoid the need; Familiar with the concept means common design, customary skill, innovative ideas are shown archenemy. Innovative ideas to requires collaboration and create something unconventional. Innovative ideas must be explored tireless spirit.
Second, the design of the cover letter :   
Cover concise language, mainly title (including series name, Deputy title), the author and publishers of the name of these remain in the cover letter information plays a pivotal role in the design. In the design process, in order to enrich the images may repeat title, plus Pinyin or English book or catalogue and an advertising phrase. Sometimes images to the needs of the cover can not be arranged from the author of a publishing house, so that they appear in the title page and Shuji, leaving only indispensable book cover.   
Apart from the cover letter, title, printing fonts are chosen, it is here I introduces the title character. Commonly used in the title of font hours three categories : calligraphy sports, art repair, Print Style.
1, calligraphy body :   Sports stroke calligraphy among the endless pursuit of change, have a strong artistic influence and distinctive national characteristics and unique personality, and her hand-made celebrities with celebrity effect, widely loved. If the "truth", "baby books" and other books are used as the title character calligraphy body.   2, art hardware :   Art body art hardware and the rules can be divided into two groups irregular art. The body as a mainstream art, emphasizing the neat appearance, the point is uniform changes with the design features to facilitate ease of reading, but more rigid. Irregularities in this regard art sports different. It emphasizes freedom deformation, regardless of size or shape from the point is to deal with irregular changes are pursued with changes rich and prominent personality, design space full, adaptable, rich ornamental features. Irregular body art body art and calligraphy with the rules body comparison, it is also adaptable personality, so many books are chosen such characters, such as : the "Friends" and foreign "NEWYORK>.
3, Print Style :   Print Style followed the rules art hardware features early Print Style more rigid, inflexible, and now the Print Style in this regard breakthroughs absorb the irregular changes in the body art rules, greatly enriched the Print Style performance edge, and using computers to Print Style approach is convenient, and rich, for its lack of personality. Such as "translation Lin", "rint Style TIME> such publications are used as a title font.   Some publications in the design of domestic books will be in English magazine portfolio, a unique decorative effect. Such as "knowledge networks in the world" by "W" and form their own combination of the Chinese magazine style. Periodic visual image is not invariably use only a single font, colors, name to the performance of two or more fonts, colors, names will fit together is refreshing. Such as : "dissolute generation" magazine in conjunction with the calligraphy body and Print Style together to shape features two different fonts have strong contrast effect. And the "love marriage and family" magazine stories using two destroyers, two color rhythm presentation, but baby name overlapping characters, a combination of the level changes, rather characteristics.
Third, the design of the cover photo :   
Cover photo with visual, clear, visual impact resistant, easy reader sympathizes with the characteristics of a significant part of the design elements. Photo content rich, the most common is the figure, animals, plants, scenery, and all the product of human activity. Cover forms including photography, graphics, illustrations and design. A realist, a abstract, there is style.   Photo book cover design is an important link, which often accounts for a large area in the picture, a visual center, the photo design is particularly important. General youth magazines, such as female magazines are leisure books, and its aesthetic standards are public, usually choosing hour video artistes, models pictures do cover; Scientific publications is the standard intellectual figure, and often choose the nature and advanced scientific and technological achievements Photo; And sports magazines were chosen sports and athletic player scene pictures; person briefly prominent in the news and news magazines to choose the scenes, it is neither young goodlooking standards, nor Section knowledge, but news value; photography, fine art photography publications cover choices and artistic works, and its standards are artistic value.
4, the color cover design :   
The color cover is designed to address important concerns. Elegant colors and artistic expression processing can produce colours in the reader's visual effects. Color application content needs to be considered by comparing the effect of different colors to express different contents and ideas. In contrast to seek harmonization in the allocation of appropriate mutual-colored, uniform in color contrast coordination. The colors used in the book cover a certain amount of weight, if not pure, the colours can not have a significant effect. In addition to painting and color for the cover, but with cosmetic color performance. And the colors are not necessarily applicable on the cover of textbooks, the textbook, theoretical writings cover colors not suitable for children's books. To a dialectical view of the meaning of colors, not metaphysical use.
In general design of child care publications color, and to address child care tender and delicate, pure, naive, lovable character, often with a high-profile success, weakening of the intensity of contrast, colour feeling stressed; According to the dominant female books female character, choose gentle, charming, elegant color series; Sports magazines colors stressed incentives, contrast, pursuit flavor impact; and the art of color magazines on request have rich connotations, depth, and abandoning frivolous, poor; Science included the color can emphasize mysterious flu; Fashion magazines to fashion colors, rich countries; professional academic journals colors to dignified, serious, elegant and reflect a sense of authority, it emphasized the high-purity sexual favours contrast.
In addition to coordinating the distribution of colors, you should also pay attention to color contrast relations, including sexual favours, purity, dark contrast. Not cover sexual favours changes in temperature contrast, it will feel a lack of vitality; Cover skin with no visibility, and their souls will feel boring to; No cover purity contrast, would feel old peace practices. We need to cover living green color to the design, purity, sexual favours relations, and to use this knowledge and these relations have to cover defects the reason, in order to enhance color cultivation.   
I discussed above books cover the four basic elements of the design of the design methodology, to mix these elements in an orderly fashion in order to form a picture of the books cover. Designed to cover the basic approach to use must not be dogmatic, have targeted to devise excellent books cover so that readers intriguing, can not put.




中文译文


封面设计的基本要素

作者：玛丽•西蒂女士（瑞士) Rosmarie Tissi
作者简介：
国际招贴双年展评委
瑞士国际著名自由设计师
国际设计师联盟（AGI）会员
纽约国际艺术指导俱乐部展评委

书籍是人类文明进步的阶梯，人类的智慧积淀、流传与延续，依靠书籍。书籍给人们知识与力量。古人说过，“三日不读书便觉语言无味，而面目可憎也”。足见书籍作为精神食粮有多大的教育启迪作用。书籍作为文字、图形的一个载体的存在是不能没有装帧的。书籍的装帧是一个和谐的统一体，应该说有什么样的书就有什么样的装帧与它相适应。在我国，通常把书籍装帧设计叫做书的整体设计或书的艺术设计。
假如书籍装帧犹如一组建筑，那么书籍封面无疑是这些建筑的外观。不管是西方哥特式的教堂，还是中国古典式的皇宫寺院，建筑外观都能体现出建筑的精神。而封面也是如此。将集中地体现书籍的主题精神，它是书籍装帧设计的一个重点。
　　封面设计在一本书的整体设计中具有举足轻重的地位。图书与读者见面，第一个回合就依赖于封面。封面是一本书的脸面，是一位不说话的推销员。好的封面设计不仅能招徕读者，使其一见钟情，而且耐人寻味，爱不释手。封面设计的优劣对书籍的社会形象有着非常重大的意义。为此，我作为职业学校的一位美术老师对书籍的封面设计作了一些初步的探讨。封面设计一般包括书名、编著者名、出版社名等文字，以及体现书的内容、性质、体裁的装饰形象、色彩和构图。
　　一、封面的构思设计：
　　首先应该确立表现的形式要为书的内容服务的形式，用最感人、最形象、最易被视觉接受的表现形式，所以封面的构思就显得十分重要，要充分弄通书稿的内涵、风格、体裁等，做到构思新颖、切题，有感染力。构思的过程与方法大致可以有以下几种方法：
　　1、 想象：
　　想象是构思的基点，想象以造型的知觉为中心，能产生明确的有意味形象。我们所说的灵感，也就是知识与想象的积累与结晶，它对设计构思是一个开窍的源泉。
　　2、 舍弃：
　　构思的过程往往“叠加容易，舍弃难”，构思时往往想得很多，堆砌得很多，对多余的细节爱不忍弃。张光宇先生说“多做减法，少做加法”，就是真切的经验之谈。对不重要的、可有可无的形象与细节，坚决忍痛割爱。
　　3、 象征：
　　象征性的手法是艺术表现最得力的语言，用具象形象来表达抽象的概念或意境，也可用抽象的形象来意喻表达具体的事物，都能为人们所接受。
　　4、 探索创新：
　　流行的形式、常用的手法、俗套的语言要尽可能避开不用；熟悉的构思方法，常见的构图，习惯性的技巧，都是创新构思表现的大敌。构思要新颖，就需要不落俗套，标新立异。要有创新的构思就必须有孜孜不倦的探索精神。
二、封面的文字设计：
封面上简练的文字、主要是书名（包括丛书名、副书名）、作者名和出版社名，这些留在封面上的文字信息，在设计中起着举足轻重的作用。在设计过程中，为了丰富画面，可重复书名，加上拼音或外文书名，或目录和适量的广告语。有时为了画面的需要，在封面上也可以不安排作者名有出版社名，让它们出现在书脊和扉页上，封面只留下不可缺少的书名。
　　封面文字中除书名外，均选用印刷字体，故这里我主要介绍书名的字体。常用于书名的字体分三大类：书法体、美术休、印刷体。
　　1、书法体：
　　书法体笔划间追求无穷的变化，具有强烈的艺术感染力和鲜明的民族特色以及独到的个性，且字迹多出自社会名流之手，具有名人效应，受到广泛的喜爱。如《求实》、《娃娃画报》等书刊均采用书法体作为书名字体。
　　2、美术体：
　　美术体又可分为规则美术体和不规则美术体两种。前者作为美术体的主流，强调外型的规整，点划变化统一，具有便于阅读便于设计的特点，但较呆板。不规则美术体则在这方面有所不同。它强调自由变形，无论从点划处理或字体外形均追求不规则的变化，具有变化丰富、个性突出、设计空间充分、适应性强、富有装饰性的特点。不规则美术体与规则美术体及书法体比较，它既具有个性又具有适应性，所以许多 书刊均选用这类字体，如：《知音》、国外的《NEWYORK》等。
　　3、印刷体：
　　印刷体沿用了规则美术体的特点，早期的印刷体较呆板、僵硬，现在的印刷体在这方面有所突破，吸纳了不规则美术体的变化规则，大大丰富了印刷体的表现力，而且借助电脑使印刷体处理方法上既便捷又丰富，弥补了其个性上的不足。如《译林》、《TIME》等刊物均采用印刷体作为书名字体。
　　有些国内书籍刊物在设计时将中英文刊名加以组合，形成独特的装饰效果。如《世界知识画报》用“W”和中文刊名的组合形成自己的风格。刊名的视觉形象并不是一成不变地只能使用单一的字体、色彩、字号来表现，把两种以上的字体、色彩、字号组合在一起会令人耳目一新。如：《风流一代》的刊名把书法体和印刷体结合在一块儿，使两种不同外形特征字体产生强烈的对比效果。又如《恋爱婚姻家庭》杂志的刊名采用两种字号、两种色彩的节奏编排，而且小字叠大字，组合出层次的变化，颇具特色。
　　三、封面的图片设计：
　　封面的图片以其直观、明确、视觉冲击力强、易与读者产生共鸣的特点，成为设计要素中重要部分。图片的内容丰富多彩，最常见的是人物、动物、植物、自然风光，以及一切人类活动的产物。封面上的图形形式包括摄影、插图和图案。有写实的、有抽象的、还有写意的。
　　图片是书籍封面设计的重要环节，它往往在画面中占很大面积，成为视觉中心，所以图片设计尤为重要。一般青年杂志、女性杂志均为休闲类书刊，它的标准是大众审美，通常选择当红影视歌星、模特的图片做封面；科普刊物选图的标准是知识性，常选用与大自然有关的、先进科技成果的图片；而体育杂志则选择体坛名将及竞技场面图片；新闻杂志选择新闻人物和有关场面，它的标准既不是年青美貌，也不是科 学知识，而是新闻价值；摄影、美术刊物的封面选择优秀摄影和艺术作品，它的标准是艺术价值。
　　四、封面的色彩设计：
　　封面的色彩处理是设计是重要一关。得体的色彩表现和艺术处理，能在读者的视觉中产生夺目的效果。色彩的运用要考虑内容的需要，用不同色彩对比的效果来表达不同的内容和思想。在对比中求统一协调，以间色互相配置为宜，使对比色统一于协调之中。书名的色彩运用在封面上要有一定的分量，纯度如不够，就不能产生显著夺目的效果。另外除了绘画色彩用于封面外，还可用装饰性的色彩表现。文艺书封面的色彩不一定适用教科书，教科书、理论著作的封面色彩就不适合儿童读物。要辩证地看待色彩的含义，不能形而上学地使用。
　　一般来说设计幼儿刊物的色彩，要针对幼儿娇嫩、单纯、天真、可爱的特点，色调往往处理成高调，减弱各种对比的力度，强调柔和的感觉；女性书刊的色调可以根据女性的特征，选择温柔、妩媚、典雅的色彩系列；体育杂志的色彩则强调刺激、对比、追求色彩的冲击力；而艺术类杂志的色彩就要求具有丰富的内涵，要有深度，切忌轻浮、媚俗；科普书刊的色彩可以强调神秘感；时装杂志的色彩要新潮，富有个 性；专业性学术杂志的色彩要端庄、严肃、高雅，体现权威感，不宜强调高纯度的色相对比。
　　色彩配置上除了协调外，还要注意色彩的对比关系，包括色相、纯度、明度对比。封面上没有色相冷暖对比，就会感到缺乏生气；封面上没有明度深浅对比，就会感到沉闷而透不过气来；封面上没有纯度鲜明对比，就会感到古旧和平俗。我们要在封面色彩设计中掌握住明度、纯度、色相的关系，同时用这三者关系去认识和寻找封面上产生弊端的缘由，以便提高色彩修养。
　　上面我谈了书籍封面设计四个基本要素的设计方法，要将这些要素有序地组合在一个画面里方能构成书籍的封面。掌握封面设计的基本方法，绝不能教条地套用，而要有针对性，才能设计出优秀的书籍封面，使读者一见钟情，爱不释手