Abstract: Innovation is the requirement of the nature of design, and it is also the requirement of the times. As a visual communication design that is designed for communication, how to correctly and fully convey information is a central issue that every designer has to face. However, in today's society, it is obviously not enough to just position the keywords that convey information to be correct and sufficient. Must pay attention to the innovation of visual communication design, starting with the innovation of design concept, visual language and technical expression, and correctly and fully convey information.
Keywords: visual communication design; innovation; designer; information; technology
With the development of human society from an industrialized society to an information-based society, visual communication design has undergone several major stages of evolution such as commercial art, arts and crafts, print art design, interior design, and graphic design. It has finally become a vehicle for the use of visual media. Visual symbols express and convey the design of information. For every designer who designs for communication, how to correctly and fully convey information is the central issue that we always face. However, in today's society, due to the advancement of science and technology, the renewal of the social environment and social order, and the flooding of various visual media, affect people's thinking, ideas and feelings, and it is apparent that the key words to convey information are correct and sufficient. not enough. In view of the requirements of the times and the nature of design, we must attach importance to the innovation of visual communication design, and fully and accurately convey information on the premise of innovation.
The word "innovation" is no stranger to us. Comrade Jiang Zemin once said that "innovation is the soul of a nation's progress and an inexhaustible motive force for the prosperity and prosperity of a nation." Innovation is manifested in every aspect of the historical development of human society. As far as the design world is concerned, innovation is also the soul of design and is the essential requirement of design. Whether looking at history or looking at reality, an excellent visual communication design work is based on innovation and conveys the information of the design theme it expresses correctly and fully. In modern society, a large number of vulgar, imitation, and novelty designs have filled and polluted our vision. There is a lot of plagiarism and imitative work in the design community, making design activities a program. For example, when it comes to university logos, it is tantamount to adding a round bracket stamp; when it comes to VIS design, it is a lot of copies of the same template; when it comes to digital visual symbols, it is a lot of ants like "1" + “0â€; an advertisement referring to a product is a recommendation endorsement of a doctor or beauty wearing glasses, etc. People have been infringed and harassed by these “Eastern-effects†designs all the time. These designs have brought us visual pollution. People cannot but ask: What exactly is the design? Faced with this, each of our designers is obliged. Now is the time to vigorously promote "design innovation" because this era requires clear and original visual communication design more than ever before. So, what exactly is the innovation of visual communication design? In my opinion, the innovations of visual communication design include the following three levels.
First, the innovation of visual communication design is the innovation of design concepts
First, the innovation of visual communication design is the innovation of design concepts and thinking. In short, it is the innovation of past design experience and knowledge [1]. According to the nature and degree of innovation, innovation can be understood as inheriting traditional innovation and radical innovation. The latter develops to a certain degree, even becoming a kind of negation and rebellion, especially for a long-term self-consciousness. The negation and rebellion of the framework. In the view of Marxist philosophy, innovation is a spiraling movement of things. In the information age, the intervention of new ideas in the way of human survival, in the guidance of thinking and the expression of emotions, the laws that have been used throughout the design of visual communication are gradually being broken. Humanity seeks to find a rational vision in the span of the century. space. Personalization, diversification, nationalization, internationalization, green design, humanized design... What is a good visual communication design? How does visual communication design correctly reflect the values ​​of the future? Faced with the impact of the wave of new technological revolutions, in the face of the mediocre and stylized design, designers have to face the reality and let their design concepts and thinking accept the baptism of the information age.
Second, the innovation of visual communication design is the innovation of visual language
In a sense, visual communication design is the process of "graphical language" and "linguistic graphics." In order to achieve the goal of information transmission, designers need to always find, dig out and create the best visual language to express the design concepts and artistic ideas that convey the self. Many art and design movements in the 19th and 20th centuries were based on the exploration of new forms of visual language. A new form was often created by anti-traditional art through opposition to the art of past eras. Movements, Art Nouveau, Modernism, Pop Design, and Postmodernism are the experiments and revolutions in the form of design movements, as well as the search for and acquisition of forms and visual language that embody the characteristics of the era. The explorations carried out illustrate this point [2]. The priority of visual language innovation lies in the innovation of the three visual elements of graphics, text, and color, as well as the aesthetic composition of these three elements. For the designer, each visual element is the basic element of the function and style of the performance of his own design. When choosing these visual elements to convey information, he should break through what is normally used in visual vision and try to simplify it. The symbolic form represents the richest content.
Third, the innovation of visual communication design is the innovation of technical expression
The role of science and technology in the development of human history is self-evident. The thinking methods, theoretical models, experimental results, and advanced machine tools provided by it all provide a strong spiritual and material basis for design. From a certain point of view, design is the designer's relying on its useful and realistic materials and tools. Under the profound effect of consciousness and imagination, he benefits from the creation of the technological civilization at that time. With changes in techniques, materials, tools, etc., technology has a direct impact on design innovation. From the birth of papermaking and printing to the invention of photography, film and television, and then to the emergence of computer multimedia, along with the constant innovation of communication technology, the field of visual communication design and the way of expression have been continuously expanded. Every designer of visual communication design must not only scientifically recognize that design is the carrier of the commercialization of science and technology, but also be consciously aware that he is the intermediary who transforms science and technology into real entities [3]. For the rapid advancement of science and technology, we must rely on keen creative intuition and discover new performance possibilities in new technologies.
As far as these three levels of visual communication design innovation are concerned, they have a dialectical unity and inseparable overall relationship. Innovation of design concept is the premise and foundation of visual language innovation and technological expression innovation; while visual language innovation is the expression of design concept innovation and technical expression innovation; technical expression method innovation provides powerful technical support for the former two. Ways to achieve.
Entering the 21st century, mankind has to admit that technology is reconstructing our reality. It has become a powerful force that controls and determines social, economic, cultural, and future development to a large extent. Computer technology, network information technology, and multimedia technology directly expose people to "digital survival." At the same time, they also impact traditional communication methods. Visual communication design is undergoing a digital revolution. These advanced technologies, advanced exploration equipment, and advanced research methods and methods also provide opportunities for designers to constantly extend and expand the perspective of things and ways of thinking. Therefore, our designers can only actively welcome the baptism of the information age, start with the innovation of design concepts, visual language and technical expressions, and adhere to the dialectical unity of the three to thoroughly promote visual communication design in the information age.
Author/Zhang Zhi (Department of Art, Northwest University