图书腰封的设计应用之初探
发布时间：2018-07-31 17:11
【摘要】：图书腰封是缠在书皮或书籍下缘的带状印刷品,它将形制、图形、色彩、文案等信息通过一定的形式组合在一起,具有广告的功能。在图书销售时,腰封将图书中最重要的信息与读者进行沟通,同时吸引读者眼球,增强第一印象,达到图书促销的作用。 本文通过对图书腰封的历史与现状展开了分析,提出课题的研究的目的与意义以及研究方法并简要介绍了腰封的概念和历史情况。 图书腰封设计应最大限度地满足人们的新追求、新思想、新观念以及审美新风尚,因此图书腰封设计应具备时代性、创造性、艺术性、整体性、针对性、告知性、联想性、亲和性等特征。本文对腰封的艺术表现形式进行了深入地论述,包括腰封内在设计元素构成、广告文案编辑、媒介载体、印刷制作工艺等方面。 腰封是图书中最为常见的书载广告,它是连接图书与读者的纽带。腰封在设计应用中具有广告传播价值、经济价值等,随着社会的进步和科技的发展,图书腰封的表达形式更趋多元化。 腰封作为图书推广营销中的一种广告媒介,其使用越来越广泛。随着图书市场化进程的加快,通俗娱乐和表层文化逐渐占主流内容,不可避免地引起腰封广告的膨胀,也引发了腰封问题的频频出现。笔者对问题的提出,是希望图书出版社和设计者能够进行反思,总结经验,以促进图书腰封的良性发展。图书腰封作为书籍广告中最为常见的形式大有可为,但解读当今腰封所面临的现状和出现的问题,笔者认为应该正视它,解决它,这样的话,腰封这种价廉物美的书载广告将会有良好的发展前景。 现代的腰封设计理念要求设计师在继承的同时能够以大胆的创意、新奇的构思来表达腰封内容,同时还应在现有形态的基础上进行改善与创新,并突破现有的设计思维定式,以独具特色的艺术手法拓展腰封形态的想象空间。常规结构的腰封形态已不能满足读者的需求,人们更期待有新的理念与意识融入到设计中。从习惯的设计模式跨进新的设计思路,最重要的是理念的转换,是腰封设计概念需要过渡的转型期。文章着手对腰封创新的艺术表现手法进行思考：提出腰封创新的主要表现方式：形制的创新、形态结构的创新、材质与工艺的创新等。当腰封有了审美意识、形式美感与创新的理念这几个元素的融合,才能生动地展现腰封的个性,赋予图书鲜活的生命。
[Abstract]:The book waist seal is a kind of banded print which is wrapped in the book cover or the lower edge of the book. It combines the information such as shape, figure, color, copy and so on through a certain form, and has the function of advertisement. In the book sale, the waist seal communicates the most important information with the reader, at the same time attracts the reader's eyeball, strengthens the first impression, achieves the function of the book promotion. This paper analyzes the history and present situation of the waist seal of books, puts forward the purpose and significance of the research and the research method, and briefly introduces the concept and historical situation of the waist seal. The design of book waist seal should satisfy people's new pursuit, new idea, new idea and new aesthetic style to the maximum extent. Therefore, the design of book waist seal should have the characteristics of times, creativity, art, integrity, pertinence, informing, association, etc. Characteristics such as affinity. In this paper, the art form of waist seal is discussed in depth, including the inner design elements of waist seal, advertisement copy editing, media carrier, printing technology and so on. Waist seal is the most common advertisement in books, it is the link between books and readers. Waist seal has the value of advertising communication and economic value in the design and application. With the development of society and science and technology, the expression forms of the waist seal of books become more and more diversified. As a kind of advertising medium in book promotion and marketing, waist seal is more and more widely used. With the acceleration of the process of book marketization, popular entertainment and surface culture gradually occupy the mainstream content, which inevitably causes the expansion of waist seal advertisement, and also leads to the frequent emergence of waist seal problem. The author puts forward the question in the hope that the book publishing house and the designer can reflect and sum up the experience in order to promote the benign development of the book waist seal. The book waist seal is the most common form in the book advertisement. However, the author thinks that we should face it squarely and solve it, so as to interpret the current situation and problems of the waist seal. The waist seal this kind of cheap book carries the advertisement will have the good development prospect. The modern waist seal design concept requires designers to express the contents of the waist seal with bold ideas and novel ideas while inheriting, and at the same time, should improve and innovate on the basis of the existing form, and break through the existing design thinking formula. Unique artistic techniques to expand the form of waist seal imagination space. The form of waist seal with conventional structure can not meet the needs of readers, and people expect new ideas and consciousness to be integrated into the design. From the customary design mode to the new design ideas, the most important is the transformation of the concept of waist seal design needs transition. The article starts to think about the artistic expression of the innovation of waist seal, and puts forward the main expression ways of the innovation of waist seal: the innovation of shape, the innovation of form and structure, the innovation of material and technology, and so on. Only when the waist seal has the aesthetic consciousness, the aesthetic sense of form and the idea of innovation can it vividly show the personality of the waist seal and endow the book with fresh life.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524
本文编号：2156276
[Abstract]:The book waist seal is a kind of banded print which is wrapped in the book cover or the lower edge of the book. It combines the information such as shape, figure, color, copy and so on through a certain form, and has the function of advertisement. In the book sale, the waist seal communicates the most important information with the reader, at the same time attracts the reader's eyeball, strengthens the first impression, achieves the function of the book promotion. This paper analyzes the history and present situation of the waist seal of books, puts forward the purpose and significance of the research and the research method, and briefly introduces the concept and historical situation of the waist seal. The design of book waist seal should satisfy people's new pursuit, new idea, new idea and new aesthetic style to the maximum extent. Therefore, the design of book waist seal should have the characteristics of times, creativity, art, integrity, pertinence, informing, association, etc. Characteristics such as affinity. In this paper, the art form of waist seal is discussed in depth, including the inner design elements of waist seal, advertisement copy editing, media carrier, printing technology and so on. Waist seal is the most common advertisement in books, it is the link between books and readers. Waist seal has the value of advertising communication and economic value in the design and application. With the development of society and science and technology, the expression forms of the waist seal of books become more and more diversified. As a kind of advertising medium in book promotion and marketing, waist seal is more and more widely used. With the acceleration of the process of book marketization, popular entertainment and surface culture gradually occupy the mainstream content, which inevitably causes the expansion of waist seal advertisement, and also leads to the frequent emergence of waist seal problem. The author puts forward the question in the hope that the book publishing house and the designer can reflect and sum up the experience in order to promote the benign development of the book waist seal. The book waist seal is the most common form in the book advertisement. However, the author thinks that we should face it squarely and solve it, so as to interpret the current situation and problems of the waist seal. The waist seal this kind of cheap book carries the advertisement will have the good development prospect. The modern waist seal design concept requires designers to express the contents of the waist seal with bold ideas and novel ideas while inheriting, and at the same time, should improve and innovate on the basis of the existing form, and break through the existing design thinking formula. Unique artistic techniques to expand the form of waist seal imagination space. The form of waist seal with conventional structure can not meet the needs of readers, and people expect new ideas and consciousness to be integrated into the design. From the customary design mode to the new design ideas, the most important is the transformation of the concept of waist seal design needs transition. The article starts to think about the artistic expression of the innovation of waist seal, and puts forward the main expression ways of the innovation of waist seal: the innovation of shape, the innovation of form and structure, the innovation of material and technology, and so on. Only when the waist seal has the aesthetic consciousness, the aesthetic sense of form and the idea of innovation can it vividly show the personality of the waist seal and endow the book with fresh life.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524
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