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精致漂亮的画册印刷需要注意什么?

  一、误读多元

  1、 Misreading multivariate

  传统画册设计由于分工过细,加之对整体性认识不足,导致画册设计局限于封面这个方寸之地,如同女孩化妆,只作表面文章。随着近年来对外开放与交流的深化,画册印刷设计由单纯的封面设计发展到整合内容、材料、版式等一系列画册因素的整体设计,已经越来越引起印刷界的重视。一些出版社还成立了策划室,把画册印刷设计提高到整个出版行动的战略地位。但从总体来看,我国画册印刷设计的仍然停留在封面上,缺乏设计的有机系统性。而没有一个有机的整体战略眼光,是不会设计出一个好封面的。所以,我国画册印刷设计界应尽快从单纯封面设计的误区中走出来,进入有机整体设计,画册评奖也应以有机整体设计为标准。

  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.

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  二、多元化是工业时代艺术发展的普遍状态

  2、 Diversification is the general state of art development in the industrial age

  画册印刷设计也不例外,多元意味着创造个性的充分展示,意味着对观众多向性需求的尊重和适应,给不同的要求提供不同的口味。但“多元”不等于“杂乱”,“丰富”不等于“无序”。画册印刷设计在强调多元性和设计家个性特点的同时,在一定程度上陷入了忽略“类性”的误区,以至于画册印刷界限全然混淆,眼花缭乱的脸面造成读者选择的困难。同时,在华丽精工的表象下,又隐藏着精神的贫乏与倦怠。本来图像信息化、网络化形成的资源共享,应丰富画册设计的手段和表现形式,然而其负面作用却降低了画册设计的门槛,画册被简化为图文拼版,这就为低俗设计或根本不懂艺术的设计大开了方便之门,导致精装画册印刷的类风格被淹没在五花八门的图像之中。

  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.

  三、转型迟疑

  3、 Transformation hesitation

  国家现在正在强化体制改革,许多出版业乃至电视剧的制作都开始走向产业化、集团化、股份化经营,一些敏感的画册印刷设计家也辞掉公职,率先成立工作室,拓展了个人发展的空间。而大部分画册印刷设计家仍甘于在各个出版社扮演着边缘角色,服从于多重指令,陷入可有可无的被动境地。为什么不能勇敢地走出围城,迈向市场,打造产业,放飞梦想呢?而就整个画册印刷设计界而言,应该脱离政府计划经济体制,依靠市场化良性调控,把人力、精力、智力、财力集中起来,成立中国平面设计集团。

  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.

  四、屈从权利

  4、 Submission to rights

  在画册设计领域里,设计家的创造性设计常常被有关领导的个人意志所左右,以至于发生好的创意被否定,蹩脚的方案却被认可。另外,画册设计还要受发行部门的制约,为了迁就市场对流行文化低俗口味的偏好,设计家不得不做违心的设计。那么,如何既尊重领导,又提高领导;既适应潮流,又引导潮流,尽快从屈从“权”和“利”的误区中走出来,提高中国画册设计的文化品位,这是一个亟待解决的问题。随着我国加入WTO,画册设计化趋向使画册设计要求的重要性日益突显。为适应画册化时代的到来,画册开本、插图和版式尽量要与接轨。从思想认识上发生改变。

  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.

  五、陈列封闭

  5、 Display closed

  精装画册印刷的展览和评奖,应该向观众全面展示画册从里到外的整体设计水平。所以,画册设计的陈列必须是开放式的,即运用多媒体的方式、画册展开的方式、局部放大的方式、旁加评点的方式、旋转书架的方式、动态展示的方式,向观众全方位展示设计的精髓,通过设计家与读者的互动式交流,在传播设计文化内蕴的同时,促进画册设计向前发展。然而,我们历届的画册展览几乎都是封闭式的,甚至连开架售书的开放性都没有,画册印刷设计展览变成变相的博览会或展销会,这无疑弱化了画册展览的功能,也消解了画册展览的根本意义,体现了vi的生命力。

  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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