News Practice | Layout Group+Color expression: Create paper media visual style

Author: Deputy Chief Editor of Texas Daily, Liu Qianshan, Yu Chunzhi, Chief Editor of the Paper Media Publishing Center of Dezhou Daily

Source: "All Media Exploration" July 2022 issue

Abstract: The layout and color expression are important factor for forming a newspaper layout style. Different use of structures and colors will make the layout form different visual effects and produce different layout styles. From the two aspects of the layout structure and color use, this article analyzes the orderly organization and expression method of each element in the newspaper layout, as well as hidden beauty forms of the form of beauty, and finds expressive methods and skills that fit the characteristics of the newspaper.

Keywords: newspaper; layout; structure; color

The layout of the newspaper is expressed through the layout language. The good layout can enhance the readability of the newspaper, and give readers a beautiful enjoyment while passing the information. The emergence of a good layout tests the designer's ideological realm, news literacy and aesthetic trends. Based on the practical experience of the layout, the author believes that the two aspects of layout and color expression play a vital role in forming newspaper styles and shaping newspaper brands.

1. layout structure

1. The importance of the newspaper layout structure

The layout is a face of the newspaper. The form language is the "constituent material" of the layout. The external form of the layout is composed of various visual elements. The combination of different elements will eventually produce different styles of layout, so that the reader has different visual feelings. The designer arranges the layout based on the important level of the news and the manuscript. No matter how the version changes, there should be basic rules and architecture. Therefore, when designing the layout, the large structure of the layout must be determined first.

Layout large structures, that is, structural lines and structures. The columns, frame lines, graphics, pictures, etc. in the layout, their shapes, size, thickness, thickness and mutual combinations determine the shape of the layout structure. Different structural lines and structures have different intentions, which can express or strengthen themes. Structural lines and structures establish a general trend and movement direction in the layout, play a role in supporting and serial manuscripts. They sometimes are explicit and sometimes implicit. The layout lacks structural lines and structures, just like the human body has no skeleton. Structural lines and structures can be used separately, or they can be used together.

When designing, the text, pictures, white blankness, etc. should be used as a whole shape, and the entire area is used to mobilize the entire layout of the entire area (see Figure 1). Not only pay attention to the main and secondary contents of the news release, but also pay attention to the relationship between the noodles and the noodles. You can introduce geometric concepts in modern painting, and treat each manuscript as a block. Each block is a unit that constitutes an overall unit. It is agglomerate to form the entire version of the large rhythm, large melody, and general sense of direction. The strength and momentum of a layout are in the relationship between this shape and shape.

2. Elite structure type

When the designer performs layout, he especially pays special attention to the combination of the picture and graphics, which can support the establishment of the layout structure. If the picture and graphics are concepting in the form of English letters, there can be A, L -shaped, N -shaped, S -shaped (see Figure 2), T -shaped, U -shaped, etc. Among them, the A -shaped structure, also known as the pyramid structure, is triangular, its shape is clear and has a solid sense of stability; the L -shaped structure is formed by the intersection of the vertical line and the horizontal line, which has the characteristics of dignified and elegant. In the middle, it can guide the reader's sight to the enclosure to play a role of highlighting the theme; the N -shaped structure consists of the three -stage connection. It can be regarded as a form of two circular connection deformation. It is the combination and extension of the curve. Its shape has a sense of rhythm and plays a role in series. The horizontal row, the middle of the picture is vertical, and the left and right spaces are placed on average, which has a stable and solemn sense; the U -shaped structure, the left and right lines are connected to the lower part, forming a concave shape, semi -open, and the middle gap is obvious, and it has a certain focus.

In addition, there are many layout structures, such as balloon shapes, goblies, glyphs, non -glyphs, orbuilding shapes. Among them, the balloon shape is generally made of the picture graphic into a circular or semi -circular upper part, which has a sense of ascending; the shape of the whole version is the upper and lower parts of the whole version, and several pictures are connected in the middle. Forms make the layout look more agile; non -glyphs are centered on the title of the version of the version, and the content is expanded to the left and right, and it is symmetrical structure (see Figure 3).

In the above -mentioned structure, designers can use it flexibly and in contrast. As a carrier that presents news content, the layout has relatively independent aesthetic characteristics. The overall grasp of various elements such as text title, picture graphics, etc. From the beginning of the design, it should be given great attention. The overallness must not only be reflected in the layout of many elements of many elements. In terms of processing, it should eventually be reflected in the expression of theme spirit.

3. Create visual center

The visual center is the most striking place in the layout. This requires the layout design to have clear ideas to define who is the Lord. The lack of awareness of the visual center layout will make the designer's ideas unclear, unable to grasp the focus, and lead to the average force. The visual center is often set in the position close to the center of the upper half. It is the most exciting place in the layout and the intention of the designer. The visual center can lead and affect the entire layout. The designer needs to mobilize visual elements such as text titles, picture graphics, line color blocks and other visual elements, and process layout space. The modeling elements fully express the theme and convey information to the audience. According to the value of the manuscript, a layout is generally only one visual center, and two or three different visual attention points are set to form a rhythm. 4. Learn to leave white appropriately

Li Baiyuan is an important artistic expression in traditional Chinese painting, that is, "blank" consciously when composition. This "blankness" is not nothing, but in the artistic realm of "no painting" to achieve the artistic realm of "no paintings", so that readers have endless thoughts. The application of white blank can not only make the elements more harmonious in the layout, but also appropriately highlight the manuscripts, pictures or other elements that want to be prominent. If the white is left in the title area, the title can be highlighted; the white around the picture or a manuscript can form a stronger visual effect. At the same time, pay attention to the good degree. Although leaving white can make the layout look simple and transparent, it is not that the more white the white, the better. Leave less white, the layout looks crowded, and too much leaves will make the layout empty. Therefore, the proportion of blankness should be suitable for text, color, lines and other elements (see Figure 4).

Second, color expression

Color is an important element of layout, and different colors have different meaning in graphic design. From the perspective of visual communication, color has the firstity of the color. The reader picked up a newspaper, and the first thing to pay attention to is color. The good layout will make full use of colors to set off and highlight the content to attract readers' attention. Improper use of color may destroy the effect of news communication and even affect the overall image of the newspaper.

1. The newspaper layout must have the main color

When setting color settings, first determine the main color according to the theme content. The main color can clearly convey a certain atmosphere and the information you want to pass. One layout should have a total tone tendency, or orange tone, or blue tone, or warm, or cold tones, it gives a clear first impression. It can be said that it is a senior stage for layout designers to set up color according to the content of the layout manuscript. For color formation, first consider the overall color tendency of layout according to the content of the manuscript. In the layout, it should be based on a color. Generally speaking, the color that accounts for the main color should occupy 70 % of the area in the layout, otherwise the layout cannot be pressed, and it cannot be shaped (see Figure 5).

If the color tone is not uniform, the use of the number of colors is too important, which not only does not achieve the deserved effect, but will make the layout messy, like a big face, causing reading disorders. Under normal circumstances, the layout color is generally controlled in three types, and the main color is the main color. On this basis, find the color system that is adjacent to the main color to make the entire layout present the effect of coordination. In other words, there must be a corresponding connection between the color and the color. You cannot exist in isolation, and you cannot only appear once. One color block should appear more than twice and echo each other to generate connections to make the color the organic whole. On the contrary, if there are less than three colors, the layout often lacks layering and richness, and it is slightly monotonous.

2. Reasonable use of "big unity, small comparison"

It is difficult to say that it is beautiful or ugly. It can only show their respective values ​​through the comparison between colors and color. Through the combination of various colors, it is necessary to constitute some kind of beautiful tone, to achieve the due effect, and require the matching and comparison between colors. The author believes that in terms of color use, the layout principles of "large unity and small contrast" should be followed.

Determine the color tone according to the theme of the news. The color tone is to strengthen a certain color element in the overall structure of the layout, so that the majority of the majority. Take the layout of "Spring" as an example. When designing, it is often thought of green, which may be caused by green: yellow -green, blue -green, etc. That is "unity". After determining the tone of color, you must also be good at using comparison elements, that is, "small contrast", which can embellish a small amount of pink to form a color supplement relationship, thereby showing the color layout with both contrast and harmonious.

In short, the design concept of "large unity and small contrast" is the overall control of the tone of color. It is an important design method to strengthen the layout language and enhance the beauty of the layout. It will make the entire layout more coordinated and loud (see Figure 6) Essence

3. Create the sense of seasons

The use of color language to express news timeliness and seasonality is one of the means of designing newspaper layout. According to the content of the manuscript, you can choose illustrations related to the season, such as willow branches, flowers, and flying swallows in spring, lakes, blue sky, sunrise in summer, autumn rice, orange persimmon, maple leaves, wax plums, snowflakes, glacier in winter Wait.

In addition, the abstract color block matching is also an indispensable element to create a season atmosphere. Different color elements have obvious seasonal association. For example, pink, pink green, a little tender yellow or light embellishment, reminiscent of the spring day of birds and flowers, manifested as youth, vitality, and hope; dark green, lake blue, plus a little yellow or red embellishment, reminiscent of vibrant vitality In summer, it is cool, strong, and life; orange, yellow, orange -red, a little yellow -green or lilac embellishment, reminiscent of the fruitful autumn day, manifested as a bumper harvest, richness, and joy; White or gray embellishment makes people think of the winter day wrapped in silver, manifested as quiet, serene, and concise (see Figure 7). 4. Use pictures color

After the main color is determined, when choosing elements such as decorative lines and small colors, sometimes it is racking the brain. The matching is not good, and it is easy to run "tune", resulting in the whole version of the flower green and messy. The author believes that the main colors and auxiliary colors of different shades in the picture can be extracted as color matching elements such as lace, line -shaped, and background colors. If you change the brightness and purity, it will make the layout color more harmonious and rich in layers. Essence

Three, conclusion

New media is booming, and traditional paper media competition is becoming increasingly fierce. Competition of similar newspapers is not only the competition of the reporting level, but also a competition for layout. If you want to make newspapers more attractive and form a style, it is important to make a good layout. When designing, the visual elements must be rationally mobilized according to the theme; secondly, pay attention to color matching and details, so that the entire layout has a strong visual impact and achieves the best visual effects. Beauty enjoyment.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

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