Construct the visual communication of associations and graphics

With the increasingly fierce market competition, advertisers and designers are increasingly concerned about a problem in order to gain greater market share: how to use advertising to prompt feedback from consumers? The key to solving this problem is to enable the audience to quickly and effectively receive the information sent by the advertising screen. There is often a misunderstanding in the design process: over-emphasizing design ideas and ignoring the audience's ability to accept leads to failure of marketing. In fact, it contains a visual communication effect. From the perspective of graphic design, this paper discusses the relationship and application of isomorphism and visual communication effects of graphics, and proposes an effective method to solve the problems in parallel.

Lenovo is a kind of creative thinking mode that human beings have. In the process of making graphic ideas, it often uses the visual image of association to find and communicate information to form a corresponding relationship. Objective things are always related to each other, but the degree of interconnection is different. When two things can be associated with each other, these two things have an isomorphism relationship. The essence of isomorphism is "one-to-one mapping," which is a state formed by similarity between physical states. This similarity can be visually, psychologically, or empirically and cognitively similar. . For example, the bird in reality and the word "bird" as an abstract symbol have no connection between the two in terms of appearance. However, when we see the word "bird", we think of the shape of the bird or see it. When birds fly, will the "bird" shape appear? Because there is an isomorphic relationship between the "bird" as a character and the shape of the bird. Like this association from A to B, the process from B to A can also be called "isomorphism." In other words, "isomorphism association" is the psychological process of finding the isomorphism between things. In this process, various association logic forms can be fully used, such as close association, similar association, contrast association, etc., in order to establish the most suitable Structure relationship.

From a design point of view, the function of graphics is not only aesthetic but also communication, which is to express the abstract "righteousness" through visual "shape". The graphic culture combines the aesthetic principles, values, and functions of paintings, texts, and symbols. It can express intangible concepts, consciousness, thoughts, and even sounds and odors in a visually appealing image, through which people can experience their intuition. Transcend the barriers of the literal culture and make the abstract information understood. Abstract thinking and communication are generally through specific forms of memory, extension, association, understanding and communication. When people look at the graphics with information, they also initiate isomorphism to read and understand the information that the author conveys through the graphics. It can thus be seen that mastering the isomorphism of form and meaning and guiding the audience to make isomorphic associations is very meaningful for the visual communication of the figures.

Communication is what originally meant "communication" and "giving people" in Latin. This is the basic spirit of communication. However, in the visual communication design of graphics, the phenomenon of “communicating” is often overlooked: Some designers are guilty of such problems, their designs create images with subjective delusion, and the isomorphism of form and meaning is scattered, making it impossible for the audience to understand correctly. Graphical information eventually lost the design's meaning. Graphic design is actually a visual form symbol that can produce an isomorphism in the search and communication of information, that is, the transformation of righteousness and shape. The key to the transformation of form and meaning is to seek the point of conformity between shape and meaning, which is the isomorphism between shape and righteousness. The start of isomorphic association not only helps the designer's image performance, but also helps the audience's understanding. Therefore, in the graphic design, the more obvious the isomorphism of form and meaning, the more accurate the conversion of the shape and meaning, the audience will The more quickly and accurately the internal information of the graphic can be obtained, so as to achieve the best effect of communication.

Visual communication is an open system, and the visual image allows people who accept it to be infinitely sure. In terms of the accuracy of communication, the incomprehensibility of visual communication and lack of convention are its disadvantages. For graphic designs emphasizing communication functions, "isomorphism and association" can make the transformation of form and meaning more relevant and more efficient. When we express the abstract concept graphically, we can use the visual association between the visual image and the expressed information to cause isomorphism. The designer associates the concepts to be conveyed through the isomorphism and finds out the image with which it has an isomorphism relationship. Then, according to the emphasis of the transmission point, it makes a graphic orientation; when the audience faces the graphic, it also unconsciously activates the “isomorphism association”. "To interpret the meaning of graphics. Both use "isomorphism", the only difference being "self-consciousness" and "unconsciousness", "consciousness" and "unconsciousness." Therefore, emphasizing the closeness of isomorphism in the design will make the visual image and the abstract concept more definite and mutually referential.

With the development of society and the increase of information, the human thinking is active. There is no single isomorphism relationship between something and a certain meaning: the same content can produce different associations, and different associations bring new visual expressions. possibility. At the same time, just as the same thing will appear differently from different perspectives, by the association, the content of the information to be conveyed will have an isomorphism relationship with various visual images because of the association point of entry, and the same entry point will also be Different association logics produce different visual images. From this it can be seen that the application of isomorphic associations to explore creativity in graphic design and obtain the best communication effect mainly solves two problems: First, it is decided that the association is suitable for the theme and can form an association point of association, such as the isomorphism The isomorphism of the sense, the isomorphism of the sense, the isomorphism of the convention, etc. The second is the logical method of choosing association, such as close association, similar association, contrast association, causal association, metaphor association, symbol association and so on. Here are a few examples of using isomorphism in design ideas and achieving successful communication:

Case 1 : A series of ads for Absolut vodka. The whole set of advertisements centered around the shape of the bottle, boldly shaped and isomorphic, showing a bottle-shaped golf course, swimming pool, and a Christmas tree in front of the audience. The snowy roads on the snow-capped mountains were connected into a bottle shape. Wine bottle shape, bottle-shaped building, entrance to the subway, bottle-shaped green areas in the bird's-eye view of the city, and the idea of ​​the shape of the bottle appearing in the bird's eye view of the field are all creative ideas. Make isomorphic substitutions around the shape of the bottle. In an instant, people feel that the wine is ubiquitous, and it is linked to a fun and beautiful life. And Absolut Vodka also won the fame of an unknown brand by defeating many similar products. By 1996, it had become the second largest vodka brand in the world. This series of advertisements is based on the isomorphism of the form as a starting point for creativity, and is also a typical example of communicating a product image.

Case 2: Audi's car brand image posters, the screen image setting clearly uses the shape of the isomorphic relationship: the four nests with bird eggs and Audi's logo - four connected rings in the form of isomorphism. At the same time using a metaphorical association, using the Bird's Nest metaphor for the brand's car safety, warmth and comfort excellent performance, very appropriate. A concise graphic work conveys the brand and characteristics of the product to consumers in a complete and clear manner.

Case 3: Airline Cooperative Advertising. The image is the gesture of erecting the index finger and the middle finger. This gesture contains two meanings. First is the concept of "two", which means that the two companies cooperate; then is "success, victory ( Victory)'s sign language expresses the significance of successful cooperation. This advertisement successfully uses the isomorphic association of righteousness to achieve a complete conception through a double meaning.

Case 4 : IBM's advertising, the picture creation stems from the isomorphism of the sound: I is homonymous with Eye (Eye), and B is homophonic with Bee (Bee). 21CN's advertising is also the same, dot (dot) and dog (dog) sound close, constitute an interesting picture. The use of auditory close associations conveys the brand's name to the audience and makes them memorable.

Case 5: Advertising of Jinfang fabric softener. This set of advertisements uses the isomorphism of the form as an entry point, uses comparative associations, and uses cactus and hedgehog as a contrast to the agitation plants to express the troubles caused by clothes hardening. In order to express the effectiveness of softener: Even these hard burrs, with "Gold Spinning" will be able to make it smooth compliance. This case initiated the logical thinking of comparison, which made the figure express a more profound meaning and convey more obvious effect.

Case 6: US HEINZ brand chili oil ad. Because in daily life, people have mastered many existing causal relationships. Therefore, in association, we usually have a logical thinking process that causes association with the result or the cause. For example, when we see a fire, we think of heat, or when we feel hot, we think of flames. This advertisement uses this causal association. Creativity begins with a sense of homogeneity, because the hot English word “hot” is also hot meaning. Using a causal association to deduce the idea that “hot is burnt”, exaggerated humor conveys the characteristics of the product, and it quickly remembers. This brand.

The designers of the above cases are all good at discovering the intertwining and interpenetrating relationships among things, designing and visualizing the information that can form an isomorphous relationship with information, and at the same time taking into account the audience's awareness of this homogenous relationship, creating such Excellent design work. It can be seen that isomorphism is not only beneficial to the designer's transformation of the shape of righteousness, but also helps the audience to return the graphic to the designer's intention through association. The isomorphism is like an invisible rope, tying righteousness and shape together, guiding the audience to associate, understanding, and then feedback, then the purpose of visual communication is achieved. If Lenovo is a wild horse, then the isomorph is the reins that holds it, controls its direction, and leads it toward its intended destination.