1、 Misreading multivariate
The traditional album design is limited to the cover because of its narrow division of labor and insufficient understanding of the integrity, just like the girl's make-up, only for superficial articles. In recent years, with the deepening of opening up and communication, album printing design has developed from simple cover design to integrated design of a series of album factors, such as content, materials, layout, etc., which has attracted more and more attention of the printing industry. Some publishing houses have also set up planning rooms to raise the design of picture book printing to the strategic position of the whole publishing operation. But on the whole, the focus of China's album printing design is still on the cover, lacking the organic system of design. Without an organic overall strategic vision, a good cover will not be designed. Therefore, China's album printing design industry should get out of the misunderstanding of the simple cover design as soon as possible, and enter the organic overall design. The album award should also take the organic overall design as the standard.
2、 Diversification is the general state of art development in the industrial age
Album printing design is no exception. Diversity means to create a full display of personality, to respect and adapt to the multi-dimensional needs of the audience, and to provide different tastes for different requirements. But "pluralism" does not mean "disorder", and "richness" does not mean "disorder". While emphasizing diversity and designer's personality, album printing design falls into the misunderstanding of neglecting "category" to a certain extent, so that the boundaries of album printing are totally confused, and the dazzling face causes the difficulty of readers' choice. At the same time, under the appearance of luxuriant and exquisite work, there is spiritual poverty and weariness. Originally, the resource sharing formed by image informatization and network should enrich the means and forms of album design, but its negative effect has lowered the threshold of album design, and the album has been simplified as a combination of pictures and texts, which has opened the door for vulgar design or design that does not understand art at all, leading to the style of hardcover album printing being submerged in a variety of images.
3、 Transformation hesitation
The country is now strengthening system reform, and many publishing industries and even TV series production are beginning to move towards industrialization, collectivization and joint-stock operation. Some sensitive picture book printing designers have also quit their public offices, took the lead in establishing studios, and expanded the space for personal development. Most of the designers are still willing to play a marginal role in each publishing house, obey multiple instructions, and fall into a passive situation. Why can't we bravely walk out of the besieged city, step into the market, build industry, and let go of our dreams? As far as the whole album printing and design industry is concerned, we should break away from the government's planned economic system, rely on the market-oriented benign regulation and control, concentrate our manpower, energy, intelligence and financial resources, and establish China graphic design group.
4、 Submission to rights
In the field of album design, the creative design of designers is often influenced by the personal will of the leaders concerned, so that good ideas are denied and bad plans are recognized. In addition, album design is also restricted by the Distribution Department. In order to accommodate the market's preference for the vulgar taste of popular culture, designers have to do the design against their will. So, how to respect and improve the leadership, how to adapt to and guide the trend, how to get out of the misunderstanding of "power" and "benefit" as soon as possible, and how to improve the cultural taste of Chinese album design is an urgent problem to be solved. With China's accession to the WTO, the international trend of album design makes the importance of album design requirements increasingly prominent. In order to adapt to the arrival of the international era of album, album format, illustrations and layout should be in line with international standards. Change in thinking and understanding.
5、 Display closed
The exhibition and award of hardcover album printing should show the overall design level of the album from inside to outside. Therefore, the exhibition of album design must be open-ended, that is to say, the way of multimedia, the way of album expansion, the way of partial amplification, the way of side comments, the way of rotating bookshelf, the way of dynamic display, to show the essence of design to the audience in an all-round way, through the interactive communication between the designer and the reader, to promote the design of album while spreading the cultural connotation of design Move forward. However, almost all of our previous album exhibitions are closed, and even the opening of open shelf sales is not available. The album printing design exhibition has become a disguised exhibition or trade fair, which undoubtedly weakens the function of the album exhibition, dispels the fundamental significance of the album exhibition, and embodies the vitality of vi.
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