Relay area of the hottest newspaper layout design

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The relay area of newspaper layout design

Chinese journalists' cognition of newspaper layout often lags behind their language cognition of newspapers

this is a habit of thinking that we have formed over the years. This habit has made us a rule for many years: newspaper layout design is only the decoration of the layout. It never involves in the planning of topic selection, or even has nothing to do with the early composition of the production line of layout, which takes industry 4.0 as the standard. However, for those who break this rule and turn the layout language up to the same volume as the written language, we will hear a mixed sound, which brings you perfect enjoyment like symphony, and gives readers a comprehensive appeal of reading and visual sense. The Chinese newspaper format seminar held by the publishing newspaper in the early 1990s has actually spread the prelude of this symphony to the ears of Chinese newspaper people, because they have reached such a conclusion: you can see that every click on the newspaper has an inertia numerical development, which must be closely and gently combined with the three-dimensional development of topics and the layout art, and must rely on the joint force of the overall operation of the team

if we compare the obvious characteristics of the China business times in the early 1990s, which emphasized the sense of order and design charm, the Beijing Youth Daily, which emphasized visual impact and form comparison, and the publishing newspaper, which emphasized balance and division beauty, to the first wave of Chinese newspaper format after the reform and opening-up, then by the end of the 1990s, these characteristics had been brought into full play and spread more widely, Especially in Zhou Zhongguo, a number of newspapers, the papermaking, packaging and printing industry in China is about to end in the storm. In the final edition and special report edition of 2016, the newspaper format reflects its unique formal functions. In the special report on the "return of Hong Kong", several major newspapers led by "Communist People" have made new attempts in layout design. In the coverage of the Sydney Olympic Games, more large and small newspapers have taken the courage to carry out many creative layout operations. Since entering the new century, the relationship between the audience and the media has become closer, and the competition between the media has become increasingly fierce. The more involvement of businesses, the higher requirements of readers, the clearer segmentation of the market, the faster transmission speed and other new problems have pushed the newspaper to a new fork in the road. How to develop newspaper format also faces new choices at this intersection

whether the formation of the "national team" needs to be changed

the central level organ newspaper is referred to as the "national team", which is an analogy based on the nature of the newspaper. The "national team" newspaper always has to show its own identity, which is not a show off, but an inevitable positioning. Therefore, no matter how fancy the newspapers on the market are and how powerful they are, the formation of the "national team" is basically unchanged, or it should remain unchanged to cope with changes

in fact, as far as the word "identity" is concerned, it also has the process of quality evolution, and it is also possible to pursue higher quality. On the basis of firmly maintaining the traditional layout characteristics of Oriental newspapers, the people is also changing. Become more refreshing and bright. The horizontal and vertical Song typeface titles, a small amount of fancy threads, and clear pictures present a stable and generous exclusive feature under the guarantee of high-quality paper materials and high-level printing conditions. One reader said that "reading the people's daily is like watching Luo Jing's expression on TV: calm, upright, and never lose his manners". "Guangming" is basically such a style, but because of the size of the article and the shape of the title, it is much more "Wenqi". In recent years, the format of the PLA Daily has changed to a stronger and more solid aspect. Although the division of the title and article block in boldface is not as delicate as that of the people's daily, it has increased the formal strength that the military daily should have with stronger black-and-white contrast and regular text arrangement. We have also seen the changes in the dense layout form of "economy" combined with a large amount of information and charts, the efforts of "workers" in horizontal segmentation of the layout, and the gradual adjustment of the full page boldface title used by China Youth Daily a few years ago, from a strong version to a relaxed one. Among the changes in the format of major newspapers, the most obvious one is science and technology, which has almost taken all the popular forms of newspaper pages into its hands: formatted vertical bars, elegant large Song typeface titles, exquisite color settings, and rhythmic section segmentation. It fully reflects the modernity and professionalism of science and technology. From this, I feel that the identity of big newspaper "national team" is a brand and an inherent personality. The format of big newspapers should have the posture of big newspapers. Therefore, the basic "formation" of big newspapers does not need to be greatly adjusted. However, if we pursue a more perfect formal language from our own positioning, we will find that the "national team" also needs to re express and increase some "firepower" from several aspects; Use more horizontal questions to speed up the transmission; Strengthen the strength of shoulder questions with a slightly larger font size; Use some formatted segmentation to achieve the purpose of merging the same kind, and so on. The same sentence: "formation" does not need to change greatly, but personality should be perfect

why all kinds of princes compete for supremacy

it was difficult to imagine the "tabloid" dispute a few years ago. Now it has not only dazzled us, but also reached the level of white hot competition. In this competition, layout plays a very important role. We can even regard layout design as the pioneer of all kinds of soldiers. The fresh and elegant colors of the Beijing Morning Post, the arrangement of articles with wide columns and unified charm in the stone lion, the strong and narrow style of one-fifth of the Southern Metropolis Daily, the application of the three to one page rhythm format of the Beijing entertainment news, and the handling of the presentation guide of the weekend edition of China Securities News, The witticism under the lintel of each page of "football daily" suggests... Countless new forms and styles are surging, and the symbols of A.B.C mound are listed again, adding luster to China's newspaper industry entering the new century. On the surface, these glories are more reasonable in design, and have reached the same pace with the changes and development of aesthetic standards of the times. However, from a deeper level of exploration, we will find that these formal changes are essentially around one purpose: to make newspapers better read and better read

ten years ago, Chinese newspapers often took great pains in choosing what gray-scale bottom, so thick segmentation lines, and what kind of font. Because at that time, the newspaper people still stayed in the stage of viewing the layout design as pure decoration. Ten years later, the changes we see are no longer just the decoration of "depicting dragons and embroidering phoenixes" in art, but the real team operation. Newspapers should be more in line with people's reading rules in terms of visual sense, so as to achieve "good reading". The aesthetic function should be consistent with the personality of the newspaper and become "good-looking". Many newspapers adopt the layout method of full page horizontal questions, which is like a sleeper, just to pursue the transmission speed, because in such an era of information explosion, in such an era of high efficiency and accelerated pace of life, how can the speed (including reading speed) not be fast? Here, it confirms two philosophies, "the more complex the shape of objects, the more difficult it is to separate them in perception", which shows that the design of the version should be simple. At the same time, "when a specific stimulus appears again and again, animals, even those low-level animals, will stop their response", indicating that too conceptual simplicity will make people boring. Therefore, the format war launched by China's newspaper industry at the beginning of the century actually started at the highest speed with rapid collection and rich information capacity. Therefore, how to make the form "simple" and "good-looking" has become a means for newspapers to compete for the first place

whether the traditional "cheongsam" is still beautiful

products that can be called old brands must have a proud family background. And what can be recognized as his own family by others will not easily discard his true colors. Xinmin Evening News is one of the few newspapers in China that can continue to carry the traditional format. Since it can carry to today, it shows that the regional reading habits, brand appeal and their still the same editing mode can have such a day. In fact, Xinmin Evening News is not unchanged at all, especially their first edition, which has a much stronger visual sense than before. The traditional inlaid typesetting is much more exquisite under the modern relationship between black, white and gray. Provincial newspapers in all regions have also slowly adjusted on the basis of basically retaining the traditional layout style. It should be noted that in this changing world, it is inevitable to carry forward tradition. The accumulation of Oriental culture is closely related to the modern lifestyle of Oriental people. Many design elements in the newspaper layout are inseparable from national cultural characteristics, such as the patterning function of Chinese characters, the Chinese arrangement and the variability and operability of graphic mosaic combination. It should be noted that referring to the advanced format style of foreign newspapers will play a positive role in promoting the development of China's newspaper industry, but blindly copying the format of foreign newspapers will not enable us to further develop our own graphic design language. Although cheongsam is an old clothing variety that has lasted for many years, improving this variety will still be accepted by the public, because Chinese people's posture is more suitable to wear cheongsam

from a macro perspective, although the development of Chinese newspaper format shows obvious diversity. But to sum up, there are basically three main lines: first, the pursuit of a sense of form. We can see that the current popular narrow and horizontal form in which headlines are formatted and arranged on each page is the embodiment of letting the main body face the readers without modification. Urban newspapers everywhere have the highest utilization rate in this form. Second, the pursuit of service functions. In recent years, the common quarter vertical form has played a role in facilitating readers' retrieval reading, so local life service newspapers have had a lot of practical experience in this regard. Third, the pursuit of refreshing and clean layout. In previous years, there are fewer and fewer newspaper pages with large black background, and people's reading habits have changed from simply accepting visual stimulation to aesthetics and practicality

with the tips given to us by the above three main lines, we should recognize the reality that the real charm of newspapers is that the written language should be transmitted to readers with the most appropriate tone. If you don't have something fresh, don't pursue any sense of form. You don't have the actual content of the service, and you can't make any mistakes in opening up a vertical connection on the edition. You don't have a lot of market information, so you don't need to engage in inlaid Baiwen to let readers follow you into "hutongs". When China's newspaper industry embarks on the "t" stage of the new century, it should show a dress that is in line with the times, close to the public, and more suitable

Copyright © 2011 JIN SHI