Graphic and Spatial Dialogue

Abstract. Nowadays, display design has become an art form. Graphic design and environment design play an important role in display. Graphic and space environment have a delicate relationship in display design, like two brothers, sometimes they are opposite and sometimes they are in cooperation. The exhibition industry makes an organic integration of different disciplines, and develops more extensive forms. It studies the importance of graphic design, which takes environment design as the carrier to effectively convey the profound connotation of display.

Keywords: graphic design; space environment; display design

Modern display, with the increasingly rich material, light shadow and high-tech form, constantly wanders and occurs in the graphics and stereo types, like a flower briefly as the broad-leaved epiphyllum and like the fireworks as short and brilliant, leaving an indelible impression on the exhibition. Behind the colorful things, it is composed of many plane symbols, graphics, photos, numerous dynamic images, structures, materials, space segments, light shadow application, modern science and technology and many other factors. It uses the designers’ unique design thinking to arrange, combine or deconstruct, conducting interactive communication between graphic elements and solid elements. After these elements experience a lot of intense, calm or eccentric dialogues, they have the best and beautiful form to present to the audience, and the audience read the information brought by the graphic elements and solid elements, conducting a profound dialogue with the whole design works. In this process, it naturally receives the main and secondary commercial information and enterprise concept carried by the design. It uses this to get spiritual pleasure and leaves a deep impression in mind. Finally the design origin, namely, the design service goal can be achieved.

Display design, on one hand, emphasizes the space environment and material form, belonging to a space form construction, which is not only of rich content, but also involves with vast fields. For example, Guangxi Nanning City, the annual ASEAN Expo, science and technology week and agricultural exhibition have been involved in different countries, professions and social influences. Although it has great difference in scale and nature, yet the design essential has similar features, which is mainly reflected in environment rendering and materials. The current world’s exhibition industry has showed the input increasing and long-term trend, injecting a large amount of manpower and material resources, using the latest science and technology, which makes exhibition become a melting technology and intensive information and art humanity activity. For the exhibition design, it is involved with two elements: graphics and solid types. Graphic design, also known as visual communication design, mainly refers to the design activities in graphic space, making different basic graphics combine into patterns in graphics according to a certain rules. The involved content is mainly the element design and the element layout design in the two-dimensional space. It mainly includes font design, layout design, illustration and photography. The core of the content is to convey the information, guide and persuade; and the expression form is mainly printing and media. The 3D structure is also called space construction. It uses a certain materials, taking vision as the basis, mechanics as the basis, taking the modeling elements according to a certain construction principles, to combine a good form construction method. It is based on point, line, surface, symmetry, texture, origin, researching the space 3D shape subject, which is also to study the construction principles of various elements in 3D shape.

In the display, the relationship between plane and 3D space is a common opposition, and the respective design focus must be distinguished between the primary and secondary. It focuses on plane thinking and space thinking. If it is on space, it is mainly reflected in space, taking the solid elements, with many changes of materials, size and appearance. The plane element makes concession, even without plane design, in order to totally highlight the material, structure and other elements. If it is on plane, it takes rich and colorful plane construction, the space and structure design must make corresponding concession. The structure should be simple, and the material should be single, in order to highlight the excellent graphic design. The grasp between the two should be one part important and the other part secondary.

Graphics: It takes plane as the main display design, and the space structure makes the concession. (Pop Art Design site)

Graphics: It mainly takes structure display design, and the plane element is secondary. (Hermes Display Space)

Art is opposite and unified, and it is also with display art. In the above, we talk about the plane and solid opposition, and in the following, we talk about the connection between plane and solid. In modern display design, the plane expression method has exceeded our general understanding for it. The close relationship between space and plane even makes the two professional bounds fuzzier.

In traditional display design, the plane and space dialogue is mutually exclusive, narrow and not in harmony. The plane is flat, and the 3D is convex, which seems to be misfits. For example, the basic form of exhibition---standard booth and standard booth mutation, it often just considers the size and shape of display panels, plum column and flat aluminum, not taking the plane into consideration, not tantamount to being excluded. It starts from this structure, from the basic material design method, which meets the demand of small scale and low-cost exhibition. It is widely used in most of the exhibitions more than ten years ago. The contemporary design environment lays foundation for the form design method. Actually the current national situation is very natural. The display design starts from the solid structure, which also meets the time control and cost control requirement, but the shortcoming also exists. In the current society of gradually from food and clothing, the pursuit of spiritual life, the design mode of only form and ignoring the theme essence can not meet people’s demand. Modern people have a relatively abundant material life level, and the education level also increases. The humanity connotation demand will also increase. People appreciate the exhibition angle, experience the theme connotation and even have interaction, which will decide the current exhibition design of topic first and creativity first. The graphic design can be the most convenient to realize the consciousness in advance. From the plane, it is mostly from the theme and creativity, in order to further influence the final solution and artistic conception. So, in current display design application, the plane and solid dialogue is harmonious. The 3D structure is more colorful in acusto-optic effect apart from materials, which focuses more on theme and integrity, so as to make the visual identification system of the plane enrich the internal information. The graphic design conveys the information, also bears the role of shaping space. It is also consistent with the concept of complete works proposed by Berthas. The graphic designers should proceed from the overall situation, and they should also have a certain environment design quality.

The design of exhibition space includes space, lighting, furnishing, color, layout and materials, and the color design and layout design have direct contact with graphic design, which is narrow meaning of plane application. The large graphic design concept is applied in display space, and the space can be surrounded by 2D stagger, overlapping and enclosure. We can regard space modeling as surface combination, and the plane is the visual element of component. Through the surface combination, we can obtain the form. Thus the main form, ceiling, floor, walls, pillars, partitions and other space modeling elements can be regarded as plane design carrier. The plane visual element leads the whole design element of the whole display space, and the plane design function naturally surpasses the 2D space limitation, and it uses materials and lighting expression to render the atmosphere, forming the organic space integrity. Based on the 3D, it adds 4D-time, creating the dynamic space form. It uses projection, audio, holography, virtual reality technology, multimedia performance means to extend from 3D to 4D, creating new and mysterious sense effect of the exhibition. The holographic projection and virtual reality technology makes the graphic and solid integrity from electronic science and technology aspect. The integrity no longer is the cooperation between exhibition materials and plane, but the electronic photography and plane cooperation. The difference is that the solid structure elements are replaced by electronic imaging, and the plane application is widely used. Holographic imaging is very attractive to the audience. The exhibition effect is very good, but the cost will also increase. For the outstanding examples, such as electronic virtual singers’ tone, and the live holographic imaging effect is realistic, with body enlarged for several times, a full range of 3D displays, without any projection traces, integrating with the stage environment. The effect is very shocking.

Graphics: the plane information can bring different visual and space angle for the audience through the multimedia technology, and it emphasizes the space sense. (Dior spirit exhibition)

Graphics design is in the exhibition, and the fundamental task is to provide effective visual communication mode for the performance of the central content or the theme. The plane content conveys powerful expression, which conforms to the aesthetics of the majority; also it should include more functions. The plane form language should reveal the theme, render the environment and fill in the space. For example, in the vast structure design, different sizes of eye-catching posters attract people’s eyes. Through designers’ carefully screening, organized pictures, or direct or indirect booth theme, it plays an important role. Among them, the whole design color, pattern and pictures can directly render the booth, enriching the space content and level. The whole design should follow the standard vision identification system of the enterprise, such as Logo, standard color of a set of visual symbols in the booth design. Based on this, it can conduct re-combination design. In this way, the space block is equipped with plane vision, and the enterprise concept obtains effective conveying. In addition, starting from the plane, it extends to the solid structure color, and it is very important, which is called “color is the first feeling”. Any plane and solid construction will not escape from color magics. Good design, graphic design without good color mix will make the final effect reduce. The unique factor of the exhibition will directly influence the colors, which is the lighting layout. It is called environment lighting, which has direct influence on environment color. The lighting is the necessary condition in the exposition of the plane and stereo, and the warmth of lighting, dynamics and models can directly influence the atmosphere of the exhibition. The designers should have a familiar grasp of the lighting models and parameters. The lighting shadow effect should have direct presentation for the booth color, which is direct outline of plane and space.