Space thinking and expression method of modern Blue Paper Box logo design

Space thinking and expression method of modern Blue Paper Box logo design

 

As early as 5,000 years ago, human beings began to use graphic symbols as a means to record their thoughts, activities and achievements. For example, potter's mark, pattern, brand, etc., these symbols depict vivid and concise images, which may be the symbol of early human design. In the long history of human beings, logo design is also changing with the development of society. In this development process, logo is mostly expressed in the form of plane. Until now, it is still the mainstream in the form of plane expression.

 

Modern signs are visual symbols and graphics with symbolic meaning and connotation. It is the carrier of information or the bridge of communication between people and society, which is helpful to establish the image of enterprises or organizations. According to the constituent factors, signs can be divided into three kinds: text signs, graphic signs and graphic signs.

 

Due to the rapid development of society, cultural information is constantly developing in a deeper, more extensive and more diversified direction, coupled with the change of people's modern aesthetic concept, people are no longer satisfied with the plane form of expression of signs. In the process of modern design, designers also integrate more space thinking into their own design works, and start to try to explore a plane logo work from the perspective of space, or try to use plane techniques to summarize the multidimensional world.

 

What is discussed here is visual space, not actual three-dimensional space. Space determines all human knowledge, and the scope of space determines the world in which human activities and lives. Therefore, people's aesthetic perception largely depends on works with multi-dimensional space. When it comes to visual space, two concepts are mentioned -- spatial perception and spatial sense. Space perception is the perception of human to recognize the space characteristics of external objects. For example, the shape, size, distance, depth and direction of objects will affect the perception of space. Spatial perception is an innate human ability. In the historical process of describing forms, human beings mostly express their perception of space. It can be seen from the cave paintings of primitive people that they hope to reflect their pursuit of various objects in three-dimensional space on the two-dimensional plane. In the Renaissance, natural science was used to comb plastic arts and thus perspectivism, or focal perspective, came into being. Since then, it has become a traditional European way of expressing the sense of space. The sense of space is the use of perspective principle, according to the visual object of light and dark, color depth and cold and warm difference, show the relationship between the objects near and far hierarchy, so that people in the scope of the plane to obtain three-dimensional, with depth of space feeling.

 

Modern logo works should not only reflect excellent plane visual effects, but also feel a kind of three-dimensional ethereal, a sense of space leap, a kind of impact of space. We should not only from the perspective of formal beauty to think about the design, but also need to interpret a kind of new logo graphics from the standpoint of multi-dimension and space. Ignoring the existence of space and blindly pursuing the visual effect of plane will only result in the illusory works like castles in the air. Logo graphics have a strong symbolic and allegorical. Symbol is to express the concept of complex things simply and accurately, with the help of related objects to express its meaning, it is not only a symbol, but also has its special spiritual and emotional characteristics. With the development of society and the change of people's aesthetic concept, the plain logo graphic can no longer deduce more profound connotation; Only multidimensional and spatial logo graphics can satisfy the aesthetic ideology of modern people. The release of humanity, the pursuit of fashion, the feeling of space changes, enjoy nature, which has become a very strong psychological needs of modern people, people began to seek more forms of graphic expression to meet this need.

 

The creation of visual space of logo graphics is mainly based on human's understanding of space perception and sense of space. It contains many subjective space concepts of people in modeling activities, which is complex and novel, showing the flash point of human thinking. The visual space of logo graphics is usually represented in the following ways:

 

First, the use of shape and size change to show the sense of space

The main condition of the sense of space is the relationship between the object form before and after the distance, in the scope of vision, the same object form because of the different distance, looks different size, therefore, on the plane due to the visual relationship, the larger object form has the sense of forward, the smaller object form has the sense of backward. This technique of using size change to form spatial effect is relatively easy to master, but the size of the object form should have scale, otherwise, the relationship between form and form will be separated, but can not achieve the purpose of formal sense of space.

 

Second, the form contradiction shows the sense of space

Contrary to the combination of different forms of normal space concept, paradoxical and contradictory space impression can be produced, and new forms and concepts also come into being. This is the purpose of using visual differences to create new space, and it is also one of the effective ways to create signs with spatial sense.

 

With the understanding of the normal spatial perspective method, it is possible to show the coexistence of different spatial concepts in the same visual space with certain means of configuration, so as to show the contradictory visual space. The coexistence of different spatial concepts can also be produced by alternating changes of visual cognitive states. Through the line, light and shade and through the overlapping technique, the performance or front or back, or convex or concave double attention to the phantom effect. This kind of visual effect is easiest to be expressed in geometric image, because the simplicity and simplification of geometric image facilitate the transformation of visual state, and produce visual dynamic and psychological impact. In addition, the coexistence of different spatial concepts can also occur in the same graphic space by consciously transforming plane and three-dimensional, two-dimensional and three-dimensional.

 

3. Use light and shadow to express the sense of space

Light has properties which affect the appearance of all visual objects. Light can increase the content, also can compress the content, can show the appearance of the visual object, but also can hide the shape of things, in the process of looming, will produce a sense of visual space.

The presence of light and form means shadow. In the strong contrast between light and shadow, form will produce a sense of space with strong visual impact.

 

Four, the use of surface bending changes to show the sense of space

Through rotation, bending deformation, due to the change in the direction of different parts of the same surface, will make the image in the visual sense of space.

 

Five, the use of line changes to express the sense of space

Changing the length, thickness, density, twists and turns of lines will produce spatial effects in the picture.

 

Six, color changes produce a sense of space

Color has the characteristics of brightness, purity, and cold and warm feeling. The color with high brightness has a sense of forward, the color with low brightness has a sense of backward; High purity color has a sense of front, low purity color has a sense of back; Cool colors have a sense of distance, warm colors have a sense of proximity. This visual dislocation creates a sense of space. In addition, the gradual transition of colors creates a sense of space.

 

Seven, mutual borrowing and mutual production of the form of space

The shared image is a special construction way of the new space feeling. Objects and images make use of their similarities, borrow each other, integrate into each other's image structure, and become an indispensable part of each other, forming an organic whole shared by two or many shapes. The generation of shared image is the result of spatial association. The illusion of visual space and the image encounter configuration, so that the image of the association, conversion, resulting in the original space image in reality into a new image of imagination.

 

Through the above several methods can create a sense of space logo graphics. A multidimensional and spatial sense of the logo graphics are easy to arouse people's association and imagination, in line with modern people's aesthetic concepts, so that the logo more accurate and vivid convey information, enhance recognition. In the age of information explosion, people's thinking has been numb in the process of receiving all kinds of information, and the traditional plane sign form can no longer stimulate people's aesthetic interest. Therefore, modern designers engaged in the creation of the logo, should be more from the multidimensional and spatial aspects to think, create can let people have infinite leisure to think of the logo graphics. Only this kind of logo graphics can have vitality, and only this kind of logo graphics is the new trend of modern information dissemination.