As a professional design category, book binding design art has a history in China's development, but it has been neglected for a long time. In the period of planned economy, the criteria for judging the quality of book binding design is mainly academic, and seldom considered the effect of binding design on book promotion. For bookstores and readers, the demand for and response to book binding can be said to be less valued. With the improvement of social civilization, the rapid development of the market economy, the fierce competition in the book market, the emergence of computer digital technology, and the renewal of the concept of book designers, the aesthetic function and cultural taste of book design have been continuously improved. The value of bookbinding art has been increasingly recognized by people. The style of bookbinding and the production techniques are endless. At the same time, the market economy also brings opportunities and challenges to book designers and puts forward many new thoughts. The design concept, design method, and design direction have also undergone profound changes under the conditions of market economy and have many new features. This is also a reflection of the general increase in the level of the entire designer community.
Books are a spiritual product and a special kind of cultural commodity. There is packaging for both goods, and bookbinding design is the packaging for this special commodity. Public opinion knows that in the market economy, commodity packaging plays a very important role in product promotion. As a special commodity, in order to succeed in the market competition, in addition to continuing to grasp the topic selection and the quality of the contribution, the study of book design market functions and design elements is also an urgent task.
First, the impact of market economy on the development of modern book binding design art The establishment of a market economy has brought about continuous emergence of innovative technologies and innovative products; while fierce market competition has continuously promoted the development of products and consumption, and at the same time it has inevitably promoted book binding. The renewal and transformation of artistic concepts has changed the old concept of “as long as the contents are not skinned” and “the wine is not afraid of the deep alley”. The value of book binding art has been highly affirmed.
Due to the challenges faced by a wide range of new media, the status of the book's former mainstream media has become a memory. Faced with the threat of e-reading, even the value of books as a material form has been shaken. It is precisely because of this anxiety that "there is no skin, hair will be attached." Instead, bookbinding is becoming more important as an independent existence of the art. Books are created by writing, paper, color, illustration, layout, etc. Artistic personalities assume responsibility for the existence of books as material objects that cannot be extinct.
Today's publishing industry is driven by the market economy, breaking the previous "big pot" of the operating mechanism, with a new look of the new era of many well-planned and created classic books on the bookshelf. China Children's Publishing House, Relay Publishing House, 21st Century Publishing House, and other leaders of these market economies, their counter shelves are always full of cute children. There is a very popular saying in the publishing industry: “The readers buy books, look at the names, look at the books, and look at the contents.” Because of the operating laws of the book market, they always give special favor to those books that exquisitely framed. The commercial value is fully affirmed. The presidents, editors, editors, and publishers of publishing houses attach great importance to the binding of books. Each cover must be carefully examined because it directly relates to the economic benefits and corporate image of the publishing house.
The art of bookbinding under market economy can not be separated from the market demand, so it is very important to understand the relevant market background. If you do not understand the requirements of the market, book binding design actually loses its own value.
The market is the place and area where buyers and sellers purchase and sell books for trading activities. What kind of book publishers choose is determined by the market. Book binding has always been linked to books. Therefore, design and market are inextricably linked due to demand, which provides a direction for design. If the designer lacks the big idea of the market, this kind of design will be abortive and will not withstand the test of the market and will be submerged in the books. The demand of the market has become an important basis of design and measure the success of the design in a certain sense. The academic school of modern book design also despises the commercial function of book design. They emphasize the integrity of the book design and the so-called “construction”, emphasize the artistic feeling of the layout design of the business and materials, do not emphasize the cost accounting of the product and the bookstore’s Feedback, and these two are just issues that publishers are most concerned about in the market competition situation.
In the relationship between design and market, bookbinding art also has a guiding role in market demand, which is determined by the creativity and future of the design itself. It not only meets the market demand, but also creates market demand. . This new market demand is actually triggered by the new design, so it can be said that book design art has created a new book market.
Second, the sense of aesthetics of the book binding design art in the market economy reflects the spirit of the times displayed in the works of art, is an important factor that constitutes the beauty of art, each era has the beauty of the times, the design of the works should have Sense of the times. To grasp the spirit of the times in the art design of book binding is a problem faced by every framing designer.
Book binding is a category of art, and the nature of books and bindings determines the cultural and artistic aspects of a book cover. Although books are also involved in the vortex of the market economy as a spiritual commodity, using covers for advertising and advertising has indeed played a certain role, but it is by no means the same as the packaging of general merchandise. . The art of bookbinding in the market economy has transitioned from the simple cover design to the current overall design of books, such as cover, ring lining, title page, preface, catalogue, and text, and has evolved from a dualistic plane thinking to a three-dimensional structuring. Design ideas. Our pre-Qin philosopher Yanzi said: “The lack of a gentleman’s knowledge is not enough to think that the United States also.” (Xunzi. Encouragement) He emphasized the integrity of the United States. Confucius said: "The "韶" is as good as you can be, and you can do your best." Confucius's aesthetic ideal of "being perfect and perfect" also expressed the meaning of "all" and "whole". Any beautiful book has one thing in common: integrity. Western estheticians have said that “the visual concept of an object is the total impression after observing from multiple angles.” So visual objects are events of movement. Another esthetician said, "A sculpture or a building can only be observed after it is observed from all angles." This element of the whole beauty runs through and between the individual parts, but outside and outside the table, but it appears in people. The subjective visual experience and market economy in bookbinding art design.
The market economy has driven the tide of business, and books that have always been regarded as high culture have also changed their gentle appearance in the surging tide. The magical power of the commercial tide has not only improved the status of the art of book binding, but also shaped the popular tendency of book binding styles. In recent years. With the rapid development of our country’s economy, people’s material and cultural life has improved, and the aesthetic needs have become more diversified. The aesthetic requirements for bookbinding have also become higher and higher. Simply designing with the simplicity of the Chinese tradition can no longer satisfy readers’ bookbinding. The aesthetic requirements of the book, so that the concept of book binding design has also undergone tremendous changes, the manifestations of this change is more and more stress on the materials and printing processes. In addition, the use of precious materials has also become more and more frequent. In the past few years, the phenomenon of “gold and silver fever” has appeared in the bookmaking industry. At present, with the continuous improvement of the printing process and binding process, China's "book face" has indeed reached a certain height in terms of exquisiteness and luxury. There are many hot stamping films, such as sprinkled gold powder, hardcover, PVC material cover, mahogany cover, etc. The book design inserts exquisite design illustrations and so on. Each style design is endless. For example, the “Tibetan Leather Book” of the China Youth Publishing House has a square shape, the edges of the book are all black, and the black of the cover becomes a whole. The inner text layout design a large number of arrows. This unique style appears in the market, and many Tourism books have begun to imitate and have produced great economic benefits. The artistry of book binding always brings obvious economic benefits to publishers. We all have experience in our work practices. Some books are due to the strong artistry in book binding, which adds a very high number of prints to the publication. Binding is a silent salesman who has an advertising role. The beautiful cover is like a good advertisement that can arouse people's desire to buy and make the reader determined to complete their purchase. Because of the different quality of the binding, the sales effect in the book market is also very different. Fine attire can become an added value for books, and book framing art itself can also become a selling point in the book market. However, it does not mean that the art of bookbinding is equal to commercial advertising. The commercial nature it contains should be understood as a sense of market embodied in the design of bookbinding.
Therefore, the aesthetic of bookbinding art design under market economy conditions must be continuously subordinated to the needs of market development. The design ideas should be based on the awareness of the times and help the book binding arts to embark on the path of healthy development under the conditions of market economy, and make book binding. Art is full of rich cultural connotations, while promoting the construction of our country's culture and economic development, improve the efficiency of enterprises, and more to meet people's spiritual and material requirements.
Third, the quality and ability of book binding designers in the market economy At present, the book market has formed a buyer's market, a variety of reading materials overwhelming, so that readers have no sense of conformity. Some bookstores have similar or even the same reading materials as there are several or even dozens of them. In the face of the huge influence of the market economy tide on the art of book binding design, designers must strengthen their own quality and self-cultivation. In this way, it can adapt to the market's requirements for book binding work. The author believes that as an excellent book design designer in the market economy, at least should have the following capabilities:
First, communication awareness. The success of a book's framing design depends not only on a talented designer but also on eye-catching editors. The framing design is just like cooking. It requires the coordination of text editing and beauty editing. The talent, taste, and taste are all important. Communication is the key. Text editors, as planners for the selection of topics and reviewers of the manuscripts, should also be participants in the form of book binding and supporters of the design proposal. If there is no communication or too little communication, it is easy to cause a disconnect between design concepts. The inconsistency of the opinions of the two parties led to the failure of the design. In addition, the editors of texts often considered to reduce the cost and caused the designers to die out of many new ideas. As a result, many vulgar designs appeared in the market.
Second, the overall planning consciousness. A qualified book design designer should understand and study the content and market value of the book, the design method of the reading group, the market book of the same type, the degree of response, the printing process, and the price positioning before understanding the design of the book. Think, ask. What psychological and emotional "soft value" is behind the "hard value" of its practicality. According to the content of the book and these needs to carry out a holistic, all-round design, to determine how to jump out from the assortment of bookshelf with a new face.
Third, national cultural awareness. Since the 1980s, the design and design community has been challenged by new media and new design techniques, as well as other design communities, and has been rapidly applied to the entire process of design to replace the manual labor of the past. When the computer enters the vision of a Chinese designer, each designer is personally aware of the design practice. A computer is an efficient tool for designing languages, but it is not a panacea. When many book designers first came into contact with the computer, they were overjoyed with the brilliant effects brought by the computer, and were addicted to a few special effects of the computer. The design was stereotyped and commercial. The connotation of design lies in creative thinking and complete cultural cultivation. Compared with computers, people's value lies in originality. Focusing on the use of computer technology in design, but often not enough, people's thinking and design
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