Good afternoon搏恤，everybody！Thank you for being here. Today's topic is illustration in design.
My presentation will last for about ten minutes, I devided it into five parts.
一魏滚、插畫的概念
The concept of?Illustration?
《辭海》中對插畫的定義是：“插附在書刊中的圖畫坟漱。有的印在正文中間鼠次，有的用插頁方式，對正文起補(bǔ)充說明或藝術(shù)欣賞的作用芋齿⌒瓤埽”最早是用在圖書中起解釋說明的作用，說明文字代表的意思給讀者留下深刻的印象觅捆。
The definition of illustration in "Ci Hai" is: "Pictures attached to books and periodicals. Some are printed in the middle of the text, and some inserted to complete the content or increase aesthetic value." It was used in books at first. To explain the meaning of the text and impress readers deeply.
在現(xiàn)代社會中赦役，插畫已經(jīng)廣泛應(yīng)用于平面廣告中，并散發(fā)出越發(fā)重要的價(jià)值與生命力惠拭，越來越得到廣告設(shè)計(jì)創(chuàng)意的青睞扩劝，在廣告當(dāng)中所占的位置甚至超越了文案庸论。其不但能夠直觀的傳遞信息职辅，更可以大大提升廣告當(dāng)中的感染力，給人們帶來審美享受聂示。
In modern society, illustrations have been widely used in print advertising, and have become more and more important in value and vitality. They are increasingly favored by advertising design ideas, and their position in advertising even surpasses copywriting.? It not only can convey information intuitively, but also greatly enhance the appeal of advertising and bring people aesthetic enjoyment.
二域携、插畫的分類
插畫主要分為藝術(shù)插畫和商業(yè)插畫兩大類。
The illustrations are mainly divided into two categories: art illustrations and business illustrations.
一般意義的藝術(shù)插畫大凡有三個(gè)功能和目的：
In general,? the art illustration has three functions and purposes:
一是作為文字的補(bǔ)充鱼喉；二是讓人們得到感性認(rèn)識的滿足秀鞭；三是表現(xiàn)藝術(shù)家的美學(xué)觀念趋观、表現(xiàn)技巧，甚至表現(xiàn)藝術(shù)家的世界觀锋边、人生觀皱坛。
First，it is as the?supplement of writing; the second one is to let people get the satisfaction of perceptual knowledge; the third one is to express the artist's aesthetic concepts, performance skills, and even the artist's world view and outlook on life.
現(xiàn)代商業(yè)插畫是以市場需求作為出發(fā)點(diǎn)豆巨，進(jìn)行創(chuàng)作的繪畫作品剩辟。商業(yè)插畫其主要特點(diǎn)在于其不均是插畫師于相對獨(dú)立的環(huán)境中創(chuàng)作完成的，因而往扔，不管是手繪的或者是電腦手段創(chuàng)作完成贩猎，均有著濃郁的感情色彩以及個(gè)人風(fēng)格。同時(shí)萍膛，滿足市場需要的商業(yè)插畫與老百姓的日常生活更為緊扣吭服，同時(shí)還可以更加準(zhǔn)確地將商品信息進(jìn)行傳遞。現(xiàn)今插畫逐漸成為了一種視覺傳達(dá)的重要形式蝗罗，也逐漸走入社會大眾的視野，得到大眾的肯定與喜愛串塑。
The modern business illustration is based on the market demand as the starting point for the creation of paintings. The main feature of commercial illustration is that it is created by the illustrator in a relatively independent environment. Therefore, whether it is hand-painted or computer-based, the artists have a strong feelings and personal styles. At the same time, the business illustrations that meet the needs of the market are more closely linked to the daily lives of the people, and the product information can be transmitted more accurately. Nowadays, illustrations have gradually become an important form of visual communication, and they have gradually entered the public's vision and gained recognition and affection from the public.
三欠肾、插畫在平面設(shè)計(jì)中的應(yīng)用
Application in graphic design
1、平面廣告print advertisement
平面廣告其指的是信息傳達(dá)當(dāng)中的一種方式拟赊，為廣告人與受眾間進(jìn)行交流與溝通的介質(zhì)刺桃，其最終是為商業(yè)進(jìn)行服務(wù)的。其表現(xiàn)形式可以是印刷品吸祟、非印刷品又或者是戶外等瑟慈。同時(shí)，插畫于平面廣告當(dāng)中的設(shè)計(jì)常常是在整個(gè)廣告創(chuàng)意均已經(jīng)確定以后才開始的屋匕，其具有顯著的商品特點(diǎn)葛碧，是根據(jù)廣告需要表達(dá)目的作為出發(fā)點(diǎn)，來開展的一種插畫語言过吻。插圖于平面廣告中的應(yīng)用进泼，廣告創(chuàng)意不但不可以具有誘導(dǎo)性，同時(shí)還要使消費(fèi)者可以清晰明確目的性纤虽，插畫在設(shè)計(jì)的時(shí)候乳绕，應(yīng)該要針對其特殊的受眾群體，充分發(fā)揮創(chuàng)意趣味性逼纸。
Print advertising refers to a way of communication, which is the medium for communication between advertisers and audiences. It ultimately serves the business. It can be in the form of printed matter, non-printed matter or outdoor advertisings. At the same time, the design of illustrations in print ads is often started after the entire advertising idea has been determined. It has significant product characteristics and is an illustrator language based on the purpose of advertising needs as a starting point. In the application of graphic advertisements, advertising creativity can not only be inductive, but also enable consumers to clearly define the purpose. When designing, the illustration should be designed to give full creation to special audiences.
2洋措、網(wǎng)頁設(shè)計(jì)? Web Design
插畫于網(wǎng)頁設(shè)計(jì)當(dāng)中的應(yīng)用可以充分反映出插畫于現(xiàn)代平面設(shè)計(jì)中緊跟時(shí)代發(fā)展的新運(yùn)用。網(wǎng)絡(luò)由于其具有多種獨(dú)有的性質(zhì)與特點(diǎn)杰刽，其區(qū)別于傳統(tǒng)紙質(zhì)媒體單一性的特點(diǎn)菠发，其讓信息的獲得變得更為多元化王滤，更加隨意，更加便利滓鸠。隨著雁乡，互聯(lián)網(wǎng)的誕生與發(fā)展，網(wǎng)頁設(shè)計(jì)對于傳統(tǒng)插畫而言便是一場全新的革命糜俗。若我們將20世紀(jì)90年代以前的傳統(tǒng)插畫為“插畫師——插畫作品”之間的雙方關(guān)系蔗怠，那么在互聯(lián)網(wǎng)時(shí)代，其便是“插畫師——網(wǎng)絡(luò)——瀏覽者”的三方模式吩跋。對于插畫于網(wǎng)頁設(shè)計(jì)中的應(yīng)用寞射，我們可以以肯德基的網(wǎng)站作為代表進(jìn)行說明，不但深深地抓住了肯德基受眾群均是年輕人這一特點(diǎn)锌钮，同時(shí)桥温，整個(gè)插畫風(fēng)格充滿著活力與年輕化。同時(shí)梁丘，其還將產(chǎn)品的圖片與插畫使用的拼貼的模式進(jìn)行處理侵浸，賦予了一種新鮮的意義。不但別出心裁氛谜，同時(shí)又讓人產(chǎn)生一種隨意涂鴉之美感掏觉，其信息的傳遞有著時(shí)尚的味道。
The application of illustration in web design can fully reflect the new application of illustration in modern graphic design to keep up with the development of the times. Because of its unique nature and characteristics, the network is different from the unique characteristics of traditional paper media, which makes the information more diversified, more casual and more convenient. With the birth and development of the Internet, web design is a brand new revolution for traditional illustrations. If we regard the traditional illustration before the 1990s as the relationship between "illustrator-illustrations", then in the Internet age, it is the three-party model of "illustrator-network-viewer". For the application of illustration in web design, we can use KFC's website as a representative to explain, not only deeply grasp the characteristics of KFC's audience are young people, but also the whole illustration style is full of vitality and youth. At the same time, it also gives a fresh meaning to the picture of the product and the pattern of the collage used by the illustration. Not only ingenuity, but also create a sense of random graffiti, the transmission of information has a stylish taste.
3值漫、產(chǎn)品包裝設(shè)計(jì)? Product packaging design
產(chǎn)品的包裝插畫可以實(shí)現(xiàn)于最短的時(shí)間內(nèi)受到極高的關(guān)注度澳腹，獲得快速而廣泛的傳播，還可以于短時(shí)間內(nèi)讓企業(yè)得到收益進(jìn)而創(chuàng)造價(jià)值⊙詈危現(xiàn)代商家大部分均已經(jīng)意識到視覺設(shè)計(jì)對于信息傳播的重要性酱塔，產(chǎn)品包裝可以于第一時(shí)間內(nèi)消費(fèi)者能夠直接地了解與認(rèn)識產(chǎn)品的特性。包裝插畫可以于一定程度上引導(dǎo)企業(yè)的審美取向危虱，同時(shí)也是企業(yè)文化的一種表現(xiàn)羊娃。因而，插畫師需要對產(chǎn)品的包裝創(chuàng)作的整體過程中探尋色調(diào)的和諧統(tǒng)一埃跷、構(gòu)圖的精妙蕊玷、以滿足消費(fèi)群體對于美的追求。七喜的包裝設(shè)計(jì)弥雹，其本身定位是專為年輕人聚會派對設(shè)計(jì)的飲品垃帅，插畫師運(yùn)用大膽的色彩和個(gè)性的插畫圖案，體現(xiàn)年輕人愛玩愛生活的特點(diǎn)缅糟。
The illustration of the products's package?can achieve high attention in the shortest time, get fast and wide dissemination, and also enable the company to gain revenue and create value in a short time. Most modern businesses have realized the importance of visual design for information dissemination. Product packaging can directly understand and recognize the characteristics of products in the first time. Packaging illustration can guide the aesthetic orientation of the company to a certain extent, and it is also a manifestation of corporate culture. Therefore, the illustrator needs to explore the harmonious unity of the color tone and the subtlety of the composition in the overall process of product packaging creation to meet the pursuit of beauty by the consumer groups. The packaging design of “Seven Up” soda water is designed for young people's parties. The illustrator uses bold colors and individual illustrations to reflect the characteristics of young people who love to play, smart and cheerful.
4挺智、在招貼設(shè)計(jì)中的應(yīng)用 Application in poster design
招貼對比于其他平面廣告而言祷愉，需要更強(qiáng)烈的視覺效果窗宦，同時(shí)它的形式更為廣泛赦颇，表現(xiàn)力強(qiáng)，面積較大赴涵。招貼為了可以讓盡管是匆匆路過的行人也可以留下深刻印象的目的媒怯，因而，必須要充分使用定位設(shè)計(jì)的原理髓窜，具有明確的目標(biāo)性扇苞，實(shí)現(xiàn)精準(zhǔn)地向受眾進(jìn)行信息傳遞的目的。下面寄纵，我們將用具有代表性的插畫于電影海報(bào)中的設(shè)計(jì)應(yīng)用進(jìn)行說明鳖敷。例如，電影海報(bào)《龍貓》的設(shè)計(jì)程拭，該插圖使用了超大尺寸的龍貓作為主體映入人們的眼簾定踱，在吸引人的注意力的同時(shí)，將視線轉(zhuǎn)向畫面上方的遠(yuǎn)山以及故事的幾位主人公恃鞋，最后將注意力落于電影信息文字上崖媚，實(shí)現(xiàn)信息的接收。這一幅畫面在信息組成上面實(shí)現(xiàn)了很好地注意力進(jìn)行視覺上面的轉(zhuǎn)換恤浪，讓人不會錯(cuò)過信息的接收畅哑。
Compared with other print ads, posters require more intense visual effects. At the same time, they are more widely used, more expressive and larger. In order to make the pedestrians who are passing by in a hurry can be impressed, the posters must fully utilize the principle of positioning design, have clear objectives, and achieve the purpose of accurately transmitting information to the audience. Next, we will illustrate the design application in a movie poster with a representative illustration. For example, the design of the movie poster "My Neighbor Totoro" uses the oversized Totoro as the main subject to attract people's attention. While attracting attention, the line of sight turns to the distant mountains above the screen and several stories. The protagonist finally puts his attention on the text of the film and realizes the reception of the information. This picture achieves a good focus on the visual composition of the information composition, so that people do not miss the reception of information.
四、插畫的應(yīng)用前景Illustrator's application prospects
因?yàn)閿?shù)字插畫順應(yīng)了時(shí)代的發(fā)展需求水由，必然成為時(shí)代的主力荠呐，給傳統(tǒng)手繪插畫帶來了一定的壓力與挑戰(zhàn)。同時(shí)砂客，平面設(shè)計(jì)的發(fā)展方向也逐漸多元化直秆，在現(xiàn)今的高速發(fā)展，追求快節(jié)奏的信息化時(shí)代鞭盟，我們同樣需要手繪插畫給大家?guī)淼臏厍橐约胺潘苫帷Ｔ诂F(xiàn)今都市人于大批量生產(chǎn)的信息快速轟炸的環(huán)境下，自然而然地出現(xiàn)各種審美疲勞癥狀齿诉。傳統(tǒng)插畫的創(chuàng)作不但可以為平面設(shè)計(jì)的多樣性畫上了重要的一筆筝野，同時(shí)更是一種對現(xiàn)代設(shè)計(jì)師審美水平提升的迫切需求以及對現(xiàn)代插畫師靜下來，醉心創(chuàng)作出更多優(yōu)秀作品的迫切要求粤剧。在未來插畫將具有良好的發(fā)展前景與活動歇竟，只是這些均需要我國政府對插畫設(shè)計(jì)專業(yè)進(jìn)行重視、給予支持與培養(yǎng)的抵恋。
Because the digital illustration conforms to the development needs of the times, it will inevitably become the main force of the times, bringing certain pressures and challenges to the traditional hand-painted illustrations. At the same time, the direction of graphic design has gradually diversified. Nowadays, in high-speed development, the pursuit of fast-paced information age, we also need hand-painted illustrations to bring warmth and relaxation to everyone. In the context of the rapid bombardment of mass-produced information by urbanites today, various aesthetic fatigue symptoms naturally occur. The creation of traditional illustrations not only can draw an important part of the diversity of graphic design, but also an urgent need to improve the aesthetic level of modern designers and calm down the modern illustrator, and create more outstanding works.? In the future, illustrations will have good development prospects , but these all require the Chinese government to attach support and cultivate the illustration to enhance its profession.
五焕议、結(jié)束語??Conclusion
插畫現(xiàn)今廣泛地應(yīng)用于平面設(shè)計(jì)中，其不但肩負(fù)著散發(fā)自身特色審美感的重任弧关，另外還承擔(dān)著對產(chǎn)品實(shí)現(xiàn)宣傳的作用盅安。因而唤锉，在平面設(shè)計(jì)中添加插畫要素，必須要做到表達(dá)清晰别瞭，目標(biāo)明確窿祥，實(shí)現(xiàn)商家信息傳播的目的，滿足大眾對于審美的需求與享受蝙寨。
Illustration is widely used in graphic design today. It not only shoulders the responsibility of exuding its own aesthetic sense, but also plays a role in promoting the product. Therefore, to add illustration elements to the graphic design, it is necessary to make clear expressions, clear goals, and achieve the purpose of disseminating business information, to meet the public's needs and enjoyment of aesthetics.
