Graphic Design: Thinking and Design

What is thinking? Thinking is a reflection of the human brain's indirect generalization of objective things. The rational stage of knowledge is produced and developed on the basis of practice. Language is the material shell and can only be carried out by means of language tools. The basic forms include concepts, judgments, and reasoning. This is the explanation in the Xinhua Dictionary. But I think people's thinking can not only be done with the help of language tools. It can also be done with tools such as images, calligraphy, gestures, and design.



Design is a pre-determined plan, drawing, etc. before doing a job. In fact, this explanation is broad. If we add a prefix or suffix to the design, the design of the word will be more abundant, such as advertising design, product design, environmental art design, commercial design, etc.; thinking is the same, there is logic Thinking, reverse thinking, etc. But in any case, design is one of the manifestations of thinking. For our design, rich thinking is the foundation and foundation of design. Without good thinking, there is no good design. Therefore, we must cultivate rich thinking. . How can we cultivate rich thinking? Since thinking is an indirect reflection of the human brain on objective things, we must first cultivate a keen insight, have a deep understanding of objective things, and analyze the changes and development of objective things, so that perceptual knowledge is raised to rational understanding and realized. Quantity changes to a qualitative leap. In this way, our thinking can be developed and innovation can be achieved. The design of this word has vitality.

A few days ago, the teacher asked us to design a few product flyers. So I went to the market for a few laps, and also took some leaflets of similar products back.


At first glance, I found that it was amazing how many people use "beauty" as a "spokesperson." I don’t know why our designers are so obsessed with “beauties” and even turned them into advertising “spokesmen” who are friends across the world. Whether our designers have ever heard such an adage: “The first one It is a genius to compare a woman to a flower. The second is a mediocrity that compares a woman to a flower. The third one is a stupid person. This tells people that repetition means poor thinking. From this point of view, I really do not know which one is a genius, and which one is a stupid one! I only know that these advertising designs are mediocre, similar, and monotonous.

When I first saw the Hualing Air Conditioning flyers, those dancing girls were really charming. At this time, I thought that it was a dance group to come to Guangzhou to make a flyer. The first time I saw these dancers really did not remind me of the feeling of air conditioning. What does this show? This only shows that beauty abuse is not beautiful.


However, at this point, it has allowed beautiful women to reach an unmatched realm, and the calmness of their heads and chests, coupled with the screaming slogan “It’s good to be a woman,” and people have to admire the beauty of their creativity. Not only is the functional appeal extremely fulfilling, but the slogan is also very concise and accurate, with no disclosure. It does give consumers a bit of aspiration.

It is precisely because of this outstanding advertising creativity that the "Sanyuanmei Cream" has been introduced to all over China. In a short period of time, the eyes of women will be completed with a "feel good" visual effect. Why use the same beauty to advertise, because of different ideas, the effect is completely different?


The same air-conditioning, but he "please" come to live in the ice and snow of the "polar bear" as a "spokesman" leaflets, very accurate place in place for the air conditioning products, "cooling" characteristics found a strong evidence. Let the audience think of “polar bears” as “ice and snow”, thus convincing consumers of the cooling function of American air conditioners. Just think, if the US air-conditioning propaganda single "beauty" to replace the "polar bear" audience is difficult to distinguish between air-conditioning is the United States or Hualing air-conditioning. In fact, this is not important. What is important is that it has played a good role in dissemination and communication. It has achieved the purpose of publicity and promoted the sales of products. This is a creative advertisement designed by a person with rich thinking.

An outstanding design is not to think of sitting at home, but creative people through market research and research, observation and thinking of life, and more reading, a broader perspective, a deeper culture, more Life experience is condensed in the crystallization of brain thinking.

- There is no outstanding design without rich thinking.