Basic elements and concepts of prepress design for

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Basic elements and ideas of prepress design of periodical cover

release date: Source: China paper industry

in the packaging and printing industry, many periodical designs use a variety of basic elements. Today, China's paper industry starts with printing. Let's introduce the basic concept of periodical printing

I. elements of cover design

although some journals now add secondary packaging plastic envelopes to show high-end, it mainly shows its publicity effect through the cover, and the cover design is still the hardware of the journal image

a successful cover design must have the following elements:

1. Highlight the logo and title, make it easy for readers to identify, strengthen readers' memory of the unique artistic symbols of this magazine, and lay a good foundation for brand construction

2. It must be in line with the content of this issue and have the function of reading guidance. The selection of pictures and fonts, the size of font, and the use of colors should be coordinated with the content of this issue

3. Reflect their own style, and reflect the overall unity in continuity and change. Without mature consideration, insufficient market research or major changes in the positioning of the publication, it is best not to significantly change the cover design style, so that the publication appears in front of readers with a completely unfamiliar face, which will greatly affect the publication

4. Overall coordination, unity, eye-catching and atmosphere. Logo, title, issue number, bar code and other elements form a perfect picture with the main picture, with clear visual focus and sense of hierarchy. Strong. It should not be too complicated and fancy

second, the four important concepts of cover design

1. Clear positioning

the first thing to consider in the establishment of a journal is positioning. Only with accurate positioning can we win the market. But what we usually say about positioning often refers to content positioning, price positioning and target reader positioning, while ignoring the positioning of the cover. Indeed, the cover serves the content, and it must closely match the content. However, the cover itself should also have a clear positioning. The publication content and cover positioning go hand in hand, injecting a strong force into the market

2. Unique aesthetic value

the cover is by no means a simple combination of pictures and titles. Most youth periodicals, women's periodicals, as well as marriage and childbirth, health and fashion periodicals, use female models and stars as their main covers. At one time, according to the suggestions of some readers, family magazine changed the cover from a single beauty photo to a photo of two men and women or a "family photo". As a result, sales decreased significantly and the original cover style had to be restored. However, readers obviously don't buy the magazine only for beauty photos. If readers only want to appreciate beautiful women, it is far better to buy large calendars, picture pages, and human photo albums. Readers like the beauty picture on the cover of the journal, because it has been injected with design consciousness, loaded with new cultural connotation, and gives people new visual pleasure and beauty enjoyment. Therefore, it is not suitable to veto all the pictures of beauty on the cover. However, the design level of the cover of some domestic periodicals is not high, and the photos of characters published are lack of design, and even have a low-level and vulgar tendency, which is the main reason for the disgust of readers

3. Reflect the characteristics of advanced culture

(1) there is a clear direction

periodicals are special cultural products that affect people's ideological field, and their covers also play a role in spreading advanced culture and attracting people to be positive

the thoughts and aesthetic interests of the publisher are often reflected through the cover design. Jin Min has assembled an experienced research and development team for this star product, which has a positive guidance for the public's aesthetics. The cover design must have rich cultural connotation, reflect noble aesthetic interests, pursue profound ideological implication and human depth, realize the organic unity of ideology, artistry and appreciation, and give the audience beauty and passion Strength and faith have become a garden to cultivate readers' spiritual sentiment and improve readers' aesthetic level and cultural taste. This is also the value and significance of periodical culture

(2) conform to the aesthetic psychology of the audience

when it comes to the cover design of periodicals, it is almost impossible to try to cater to the cover of all readers. Moreover, there are many kinds of periodicals, and each category of periodicals has a specific audience. The phenomenon that "all people read literary periodicals" in the 1980s is gone forever. Now the traditional pattern of the periodical market has been broken. With the market segmentation, the target audience of periodicals is becoming more and more clear. Whether it can be said that the journal cover design going to the future should consider conforming to the aesthetic psychology of "minority". The journal cover design should be targeted at its own specific reader group, and the careful design of conformity also determines the structure of the tension machine. Their aesthetic taste appreciation habits can be accepted by them, so as to win a certain market share

4. brand strategy should be considered

from the perspective of marketing. The journal cover design must achieve the "Aida" goal, a is attention, that is, to attract the attention of consumers first. Ibo -- interest, that is, to arouse the interest of readers. D is desire, which is to stimulate readers' desire to buy. A8paction (action) is to promote potential readers to implement consumption behavior. From this point of view, the following two factors must be considered in designing the cover of periodicals

(1) it should be easy to identify

it should highlight the dominant position of logo and title, and the graphics, colors, fonts and font size must be subordinate to logo and title, which should not conflict with logo, title and issue number. It should be harmonious and unified, highlight the personalized and identifiable characteristics of the image, strengthen the accumulation of the audience's cognitive image, and ensure the unity and continuity of the brand image

(2) we should consider the market terminal effect

in the journal cover design, from the simple graphic design effect, some covers seem to be successful and have high artistic taste, but if the covers of some journals are placed on the market, this effect is not obvious. Why? That is, the designer did not consider the end effect of the market. Traditional journal names are located above, below, on the left, and on the right of the journal cover, while modern journal names are mostly located above the journal. This is determined by the terminal display mode of periodicals, because whether it is hanging or flat, generally, bookstores and newspaper retail kiosks display multiple copies of periodicals, only exposing the top of the periodicals. Because you can't guarantee that the dealer will always put your publication on the first floor. If the title is designed in other positions, it will not be easy to be touched or even invisible by readers

therefore, the cover designers of periodicals must have a strong market awareness when designing the cover, consider the artistic taste of the cover, follow the market rules, and consider the end effect of the market


with the prosperity of the periodical industry, the overall appearance of the cover design of periodicals in China has changed greatly at this stage, and the level has been greatly improved. In particular, the covers of some, enterprise, fashion and animation periodicals have completely gone out of the pattern of traditional periodical covers, with novel design and strong contemporary color. What cannot be ignored is that the overall binding level of China's periodical industry is not high, and there is a big gap compared with the international advanced level. Emerging technology has injected vitality into cover design. The application of network resources, digital technology and the improvement of printing technology have expanded and enriched the means of expression of cover design, making cover design have a broader space for recruitment. The art editors of periodicals should speed up the learning and updating of knowledge, so that the cover design of periodicals in China can enter the fast lane of speeding up, be in line with the international advanced level, and inject vitality into the global market

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