Scientific and technical journals are the most basic communication channels and means of scientific and technological information, and they are an integral part of scientific and technological undertakings as well as scientific and technological innovation systems. The development level of scientific and technical journals is one of the indicators for measuring a country’s level of scientific and technological development and innovation. With the rapid development of science and technology and the continuous progress in publishing, scientific and technical journals, as carriers of scientific and technological knowledge, play an inestimable role in the innovation and development of China’s science and technology, the cultivation of scientific and technological talents, and the promotion of social progress. . The cover of scientific journals occupies an important position in the first image of scientific journals and has academic and aesthetic functions. Especially in the market economy system, sci-tech journals entered the market as commodities and realized their value in market exchange. In this fierce market competition, fine art editors used new covers and arranged modern art styles to beautify journals, attract readers, and win the attention of the society. They also played an important role in the construction of periodical brands. They are the construction of sci-tech periodicals. The important issues that cannot be overlooked also pose new challenges to how we can improve the basic quality of journal art editors in the face of profound changes in the economic society.
First, the design and positioning of the cover of scientific journals
At present, the cover of most academic journals in China is dark in color and outdated, and lacks attractiveness and affinity. Some academic journals are constrained by traditional concepts and the cover design is monotonous. It seems that only in this way can the artistic conception of “academic seriousness†be expressed. The cover does not have a sense of beauty. Even if the academic level is high, it will affect its image and status in the minds of readers. [1] As editors of sci-tech periodicals, there are dozens of sci-tech journals that have been in contact with each other during many years of work. But what I can really remember is not too much, but there are still some people who have deep impressions. , people forget it, such as "Chinese National Geography", "Reader's Digest" and so on often attracted my attention in many journals. Their common characteristics are their strong identity, and their outstanding characteristics are individualized expressions. The personalized periodical cover can always show that the periodical is distinct from the unique artistic styles and aesthetic pursuits of other periodicals, with its visual effects and cultural connotations. Unique, artistic style is obvious, and it has a symbolic meaning. It should be unique. Its composition form and style tone can reflect to a certain extent the scope, attributes, and characteristics of the journal's sponsoring and editorial publishing organization's concept and content of publication. And a specific author, readership positioning.
The cover of a periodical is like a person's face. It must be vivid and has individual characteristics. It is like a young girl walking on the street. To improve the return rate, there must always be a modest modification. However, if you want to be recognizable, you must not wear makeup and make people look really good. Faces must be characteristic and connotative.
Therefore, the faces that can attract our attention and allow us to remember always have their own unique features. Isn't this face of the cover of the periodical the same? The grasp and individual expression of the overall style of the cover design of the periodical is an important issue that cannot be ignored in the brand positioning of the cover of the sci-tech periodicals.
A good journal's excellent design ability is not only the basic ability of journal art editors, but also the basic quality that periodical managers should possess. This is because he is a manifestation of artistic accomplishment, art skills, and professional knowledge. If you say the topic of journals Planning, composition, and column planning are the highlights of the journal's survival and development. Who can say that the design of the cover of the journal to a certain extent is not important? Any business has its own unique rules. The design of the cover of the periodical has its own specific rules. In general, there must be a unified standard color and a unique identity with others. Of course, under the premise of meeting the requirements of the national periodical cover design, the cover design should reflect its own characteristics. Unexpected results. This is often the reason why people often say that they grasp the "eyeball." This is also the reason. When the reader gets the magazine, he can realize what kind of journal he is getting and what kind of journal it belongs to, so as to deepen the readership. With regard to the overall understanding of the publication, there is a trade-off. Who can say that a good cover is not a window in the magazine?
Second, personalized cover design and its aesthetic characteristics
The design of sci-tech periodical cover design can be classified as “visual decorative art†in view of its effect and function; from the perspective of the design subject, it belongs to “flat designâ€, which expresses the designer’s personal will through the conception and creation of the work. , feelings and emotions. Therefore, the cover design process of the periodical is actually the process of artistic creation. It not only includes the image thinking of the design subject, but also has the plane of inspiration. The core of the design is the creation of a beautiful flat composition with distinctive personality style, ie through design and creation. A series of plane visual elements are organized and laid out according to the artistic laws of the United States, making it an orderly, meaningful, spiritually functional personal image.
The cover is an important part of the journal. The cover design of scientific journals should not only consider the artistry, but also emphasize science. The cover should strive to be solemn, elegant, simple, and generous. The concept is profound and elegant. [2] The cover elements of sci-tech periodicals include dots, lines, faces, patches, symbols, graphics, and other decorations. The symbols include natural language and artificial language. The graphics include realistic graphics, freehand graphics, and abstract graphics. Imagery graphics, etc.
In addition to the information processing elements that must be marked (such as titles, serial numbers, publication dates, volume, and period number, etc.), the designer must perform artistic processing within the scope of the permitted scope of the specification. And market positioning, establishing the design ideas, themes, and styles of the journals. Through the overall macroscopic understanding of the visual arts, we seek out the most expressive country and individualized design elements, composition methods and color keynotes, and express and conceive unique style cover graphics. , Strive to use simple, abstract but profoundly rich compositions and pictures to highlight the theme, and form a unique style of cover visual art.
The so-called “individualized expression†refers to the unique way in which journal editors are able to fully demonstrate corporate science and technology, marketing concepts, and marketing on the basis of appropriate media. It is based on the overall style of the journal to meet the individual needs of the company. At the same time, personalization embodies the design style and characteristics of the era of the design body, which is the artistic orientation of the journal's aesthetic orientation.
Third, enhance personality expression, highlight the brand features
“Building Energy Conservation†is an academic journal of science and technology. Therefore, we often emphasize the rigorousness and habituality in the cover design. Since then, we have formed an intrinsic thinking set and lost our creativity and design. Therefore, it is more serious than it is lively and lively. Therefore, the cover design is rigid and rigid and lacks personal expression. The cooperation with an internationally renowned building material company's advertising design brought us different touches and sentiments. In April 2010, Baumie, an Austrian company, advertised on the cover of our magazine, hoping to pass the only "Building Energy Conservation" professional journal of the building energy conservation industry in China to the products of international building materials companies with a century of history - 30 years of thermal insulation Fireproof insulation fireproofing materials have been advertised in China, and thus penetrated into the construction thermal insulation material market in China. However, there are some confusions in the advertising materials and related requirements of your company. If you press this company's request, we will It was difficult for the editors to finish. We also agreed that the original design principles and guidelines for our publication were a big impact. At that time, we were still trying to convince the company to re-provide material and adjust the advertising program. However, we think this is not appropriate and the eventual At that time, we repeatedly negotiated with the fine arts editor about this period of the advertising plan, and finally decided to use the incoming advertising material, and in the design of the drawing, according to the characteristics of the exterior insulation system at Fort Meiteh in the cover design. Boldly adopting the element of artistic green leaves, highlighting the main composition of the basic portrait The body part and the human eye as the basic concept of the “green leaf†layout have undergone several creations, and finally completed the current cover design, not only highlighting the product's green environmental protection characteristics, but also conveying the people-oriented approach to building energy conservation advocated by China. Green concept. In the drawing composed of two people, the elements of the home were added, and the drawing is warm and lively. This is the most unique design highlight. The integration and coordination of the three main elements of people, home and green highlight the harmony between man and nature. The theme of symbiosis was to make this cover design not only inconsistent with the overall design of the “Energy Conservation Building†periodical, but also to complement each other. Due to this successful and bold cover design attempt, the Baumie company in Austria increased the investment plan for cover advertisements, which not only increased the income of our journals, but also was recognized by advertising users and praised by readers.
What is more important is to improve the artistic quality of the cover of the "Building Energy Conservation" journal and meet the individualized expression needs of the company. This gave us a brand-new perspective on the design of the cover of the periodical, which strengthened our courage and confidence in constant exploration. It also played an important role in further enhancing the brand of the periodical.
IV. Conclusion
Sci-tech periodical work is an important part of scientific and technical work and publication work. Art editors of scientific and technical journals are responsible for a large number of daily tasks such as editing, typesetting and design. Their work is highly repetitive, and it is therefore easy to lose their creative passion in graphic design. In plain terms, therefore, we must work hard to learn new knowledge. We must keep up with the times and adapt to the development requirements of scientific and technological journals. We should also find the style orientation that meets the needs of the development of the industry, while maintaining the stable characteristics of scientific and technical journals. The cover advertisement is the main layout of the periodical advertisement. Therefore, the art editor must have a certain understanding of the content, product characteristics and market demand of the advertisement in order to highlight the product positioning, market positioning and culture of the advertising company according to the characteristics of the company's products in the design. Positioning.
To be good at learning, with high scientific culture and professional quality. Dare to break the old design ideas, constantly update their own ideas and aesthetic tastes, adapt to the needs of the development of science and technology journals; to in-depth investigation of social needs, establish a new design concept. The cover design of the periodical is a kind of ornamental art. When the periodical is launched into the society as a commodity, it is a visual impact to the reader. If there is no unique design style and strong visual impact, it will hardly cause readers to resonate. Losing this market will also lose the trust of advertisers. We must pay attention to the harmony and unity of content and form, and enhance the artistic and ornamental quality of the cover design. The standard of good and bad layout should not only be to pursue “beautiful,†but To deliver the information to be expressed more effectively and accurately. This will increase the academic influence and credibility of the journal and promote the promotion and application of science and technology in China.
Periodical branding is a long-term gradual process. Periodicals are constantly tested by the readers and the market in the periodic publishing process, gradually cultivating readers’ reading needs, and making reading journals an indispensable improvisation into an internal need. And the urgency is essential. The entire process of brand building of a journal is inseparable from the editor's active efforts. [3] In the increasingly fierce market competition for journals, the development of journals is also inseparable from the identification of enterprises and market inspections. In the construction of journals, we must not only adapt to the market requirements under the new situation, but also from each The nuances of the link are to be pursued. The improvement of the design concept of periodical art editors and the cultivation of artistic accomplishments are important links that can not be ignored in the construction of scientific and technological periodical brand.
First, the design and positioning of the cover of scientific journals
At present, the cover of most academic journals in China is dark in color and outdated, and lacks attractiveness and affinity. Some academic journals are constrained by traditional concepts and the cover design is monotonous. It seems that only in this way can the artistic conception of “academic seriousness†be expressed. The cover does not have a sense of beauty. Even if the academic level is high, it will affect its image and status in the minds of readers. [1] As editors of sci-tech periodicals, there are dozens of sci-tech journals that have been in contact with each other during many years of work. But what I can really remember is not too much, but there are still some people who have deep impressions. , people forget it, such as "Chinese National Geography", "Reader's Digest" and so on often attracted my attention in many journals. Their common characteristics are their strong identity, and their outstanding characteristics are individualized expressions. The personalized periodical cover can always show that the periodical is distinct from the unique artistic styles and aesthetic pursuits of other periodicals, with its visual effects and cultural connotations. Unique, artistic style is obvious, and it has a symbolic meaning. It should be unique. Its composition form and style tone can reflect to a certain extent the scope, attributes, and characteristics of the journal's sponsoring and editorial publishing organization's concept and content of publication. And a specific author, readership positioning.
The cover of a periodical is like a person's face. It must be vivid and has individual characteristics. It is like a young girl walking on the street. To improve the return rate, there must always be a modest modification. However, if you want to be recognizable, you must not wear makeup and make people look really good. Faces must be characteristic and connotative.
Therefore, the faces that can attract our attention and allow us to remember always have their own unique features. Isn't this face of the cover of the periodical the same? The grasp and individual expression of the overall style of the cover design of the periodical is an important issue that cannot be ignored in the brand positioning of the cover of the sci-tech periodicals.
A good journal's excellent design ability is not only the basic ability of journal art editors, but also the basic quality that periodical managers should possess. This is because he is a manifestation of artistic accomplishment, art skills, and professional knowledge. If you say the topic of journals Planning, composition, and column planning are the highlights of the journal's survival and development. Who can say that the design of the cover of the journal to a certain extent is not important? Any business has its own unique rules. The design of the cover of the periodical has its own specific rules. In general, there must be a unified standard color and a unique identity with others. Of course, under the premise of meeting the requirements of the national periodical cover design, the cover design should reflect its own characteristics. Unexpected results. This is often the reason why people often say that they grasp the "eyeball." This is also the reason. When the reader gets the magazine, he can realize what kind of journal he is getting and what kind of journal it belongs to, so as to deepen the readership. With regard to the overall understanding of the publication, there is a trade-off. Who can say that a good cover is not a window in the magazine?
Second, personalized cover design and its aesthetic characteristics
The design of sci-tech periodical cover design can be classified as “visual decorative art†in view of its effect and function; from the perspective of the design subject, it belongs to “flat designâ€, which expresses the designer’s personal will through the conception and creation of the work. , feelings and emotions. Therefore, the cover design process of the periodical is actually the process of artistic creation. It not only includes the image thinking of the design subject, but also has the plane of inspiration. The core of the design is the creation of a beautiful flat composition with distinctive personality style, ie through design and creation. A series of plane visual elements are organized and laid out according to the artistic laws of the United States, making it an orderly, meaningful, spiritually functional personal image.
The cover is an important part of the journal. The cover design of scientific journals should not only consider the artistry, but also emphasize science. The cover should strive to be solemn, elegant, simple, and generous. The concept is profound and elegant. [2] The cover elements of sci-tech periodicals include dots, lines, faces, patches, symbols, graphics, and other decorations. The symbols include natural language and artificial language. The graphics include realistic graphics, freehand graphics, and abstract graphics. Imagery graphics, etc.
In addition to the information processing elements that must be marked (such as titles, serial numbers, publication dates, volume, and period number, etc.), the designer must perform artistic processing within the scope of the permitted scope of the specification. And market positioning, establishing the design ideas, themes, and styles of the journals. Through the overall macroscopic understanding of the visual arts, we seek out the most expressive country and individualized design elements, composition methods and color keynotes, and express and conceive unique style cover graphics. , Strive to use simple, abstract but profoundly rich compositions and pictures to highlight the theme, and form a unique style of cover visual art.
The so-called “individualized expression†refers to the unique way in which journal editors are able to fully demonstrate corporate science and technology, marketing concepts, and marketing on the basis of appropriate media. It is based on the overall style of the journal to meet the individual needs of the company. At the same time, personalization embodies the design style and characteristics of the era of the design body, which is the artistic orientation of the journal's aesthetic orientation.
Third, enhance personality expression, highlight the brand features
“Building Energy Conservation†is an academic journal of science and technology. Therefore, we often emphasize the rigorousness and habituality in the cover design. Since then, we have formed an intrinsic thinking set and lost our creativity and design. Therefore, it is more serious than it is lively and lively. Therefore, the cover design is rigid and rigid and lacks personal expression. The cooperation with an internationally renowned building material company's advertising design brought us different touches and sentiments. In April 2010, Baumie, an Austrian company, advertised on the cover of our magazine, hoping to pass the only "Building Energy Conservation" professional journal of the building energy conservation industry in China to the products of international building materials companies with a century of history - 30 years of thermal insulation Fireproof insulation fireproofing materials have been advertised in China, and thus penetrated into the construction thermal insulation material market in China. However, there are some confusions in the advertising materials and related requirements of your company. If you press this company's request, we will It was difficult for the editors to finish. We also agreed that the original design principles and guidelines for our publication were a big impact. At that time, we were still trying to convince the company to re-provide material and adjust the advertising program. However, we think this is not appropriate and the eventual At that time, we repeatedly negotiated with the fine arts editor about this period of the advertising plan, and finally decided to use the incoming advertising material, and in the design of the drawing, according to the characteristics of the exterior insulation system at Fort Meiteh in the cover design. Boldly adopting the element of artistic green leaves, highlighting the main composition of the basic portrait The body part and the human eye as the basic concept of the “green leaf†layout have undergone several creations, and finally completed the current cover design, not only highlighting the product's green environmental protection characteristics, but also conveying the people-oriented approach to building energy conservation advocated by China. Green concept. In the drawing composed of two people, the elements of the home were added, and the drawing is warm and lively. This is the most unique design highlight. The integration and coordination of the three main elements of people, home and green highlight the harmony between man and nature. The theme of symbiosis was to make this cover design not only inconsistent with the overall design of the “Energy Conservation Building†periodical, but also to complement each other. Due to this successful and bold cover design attempt, the Baumie company in Austria increased the investment plan for cover advertisements, which not only increased the income of our journals, but also was recognized by advertising users and praised by readers.
What is more important is to improve the artistic quality of the cover of the "Building Energy Conservation" journal and meet the individualized expression needs of the company. This gave us a brand-new perspective on the design of the cover of the periodical, which strengthened our courage and confidence in constant exploration. It also played an important role in further enhancing the brand of the periodical.
IV. Conclusion
Sci-tech periodical work is an important part of scientific and technical work and publication work. Art editors of scientific and technical journals are responsible for a large number of daily tasks such as editing, typesetting and design. Their work is highly repetitive, and it is therefore easy to lose their creative passion in graphic design. In plain terms, therefore, we must work hard to learn new knowledge. We must keep up with the times and adapt to the development requirements of scientific and technological journals. We should also find the style orientation that meets the needs of the development of the industry, while maintaining the stable characteristics of scientific and technical journals. The cover advertisement is the main layout of the periodical advertisement. Therefore, the art editor must have a certain understanding of the content, product characteristics and market demand of the advertisement in order to highlight the product positioning, market positioning and culture of the advertising company according to the characteristics of the company's products in the design. Positioning.
To be good at learning, with high scientific culture and professional quality. Dare to break the old design ideas, constantly update their own ideas and aesthetic tastes, adapt to the needs of the development of science and technology journals; to in-depth investigation of social needs, establish a new design concept. The cover design of the periodical is a kind of ornamental art. When the periodical is launched into the society as a commodity, it is a visual impact to the reader. If there is no unique design style and strong visual impact, it will hardly cause readers to resonate. Losing this market will also lose the trust of advertisers. We must pay attention to the harmony and unity of content and form, and enhance the artistic and ornamental quality of the cover design. The standard of good and bad layout should not only be to pursue “beautiful,†but To deliver the information to be expressed more effectively and accurately. This will increase the academic influence and credibility of the journal and promote the promotion and application of science and technology in China.
Periodical branding is a long-term gradual process. Periodicals are constantly tested by the readers and the market in the periodic publishing process, gradually cultivating readers’ reading needs, and making reading journals an indispensable improvisation into an internal need. And the urgency is essential. The entire process of brand building of a journal is inseparable from the editor's active efforts. [3] In the increasingly fierce market competition for journals, the development of journals is also inseparable from the identification of enterprises and market inspections. In the construction of journals, we must not only adapt to the market requirements under the new situation, but also from each The nuances of the link are to be pursued. The improvement of the design concept of periodical art editors and the cultivation of artistic accomplishments are important links that can not be ignored in the construction of scientific and technological periodical brand.