Business card design basis (below)

(5) Components in the design of business cards

In the design of business cards, there are indispensable elements. The so-called component refers to the various materials that make up a business card, generally referring to logos, patterns, and copywriters (names of business card holders, communication addresses, and communication methods). Each of these materials is endowed with different missions and roles, collectively referred to as constituent elements.

There are two types of components:
1, belonging to the composition of the elements
(1) Logos (trademarks or corporate logos designed and registered with designs or texts)
(2) Pattern (formation of a color block unique to a business card)
(3) outline (a few borders)
2. The constituent elements of the plan
(1) The name and position of the card holder.
(2) The unit and address of the card holder.
(3) Communication method.
(4) Business area.
The above constituent elements are all in their place in the design of the business card, and the focus of their design is determined based on each type of business card.

(6) Pattern of business cards

In the design of the business card, the design of the pattern is an important link. The success of pattern design directly affects the visual effects of business cards, and affects people's psychological feelings about the card holders and their units. The pattern has a fixed function in a business card

1. The classification of functions is as follows:
(1) To attract attention, a good business card design not only satisfies the composition of the screen, but also attracts people's attention so as to achieve the goal of self-promotion of the holder.
(2) Pass the business card holder’s professional characteristics and industry characteristics. The form and color of the business card pattern should reflect the professional characteristics and industry characteristics of the business card holder.
(3) Guide readers to direct their attention to the induction of important programs.

2, the composition of the pattern
(1) Gradient Monochrome Gradient of the pattern The use of monochrome gradation in the design of the business card can not only maintain the integrity of the design but also enhance the visual impact.
Mixing and Gradation One or two or more color gradients, the effect of this screen is more active, but the application should pay attention to the intensity of the color contrast and the proportional distribution of the composition.
Gradient image of the business card logo, name or distribution of products, in the light color weakening, color gradient, the size of the gradient, forming a richer visual effects.
(2) The "contrast and unity" of the pattern.
The role of the pattern in the business card is to highlight the subject, enrich the picture, and prompt the reader. Therefore, the design of the pattern should not only be contrasted but also integrated. The contrast mainly refers to the pattern of the picture and the place of the picture, forming a clear difference. Unification means that the level of painting should be clearly defined. The existence of patterns is to make the topic stand out, the composition is conspicuous and full of individuality, and at the same time, it does not distract from the master.
(3) The pattern's performance technique is based on the personality characteristics of the business card and gives the pattern different performance techniques. Performance techniques are as follows:

Image texture method This method is to take images related to the business card holder industry as texture processing to form a distinctive personality pattern.

The image photographic method takes image photographic images related to the business card holder industry for various artistic processing to form a figurative art pattern.

The method of painting texture is an abstract pattern, which mainly expresses the texture effect of various paintings and gives the business card a strong artistic personality. Such as: oil painting texture method, scraper texture method, sketch texture method, sketch texture method, watercolor texture method, Chinese painting texture method.

Color Block Flat Coating and Business Card Paper Shading Representation

(VII) Proportion of business card design

Although the business card is small, it is a complete picture, so there are problems with the proportion and balance of the picture. This includes two aspects: First, the overall content of the business card, including the proportion of programs, signs, color blocks, and the second is the proportion of the border line. Here are some of the ratios for reference:

1, gold ratio (golden section)
The ratio of gold is a ratio that is used more often in design. The ratio of gold to rectangle to width and length is 1:1.618. This ratio is commonly used in postcards, paper cards, stamps, and the national flags of some countries in daily life. The golden ratio was compiled by French architect Colbythian based on the proportions and mathematical principles of the anatomy. One person in the United States, Greps, conducted public opinion polls among the masses in five different proportions of rectangles. The highest degree of recognition was in the ratio of gold to rectangle. Gold ratio painting (1). The width of one side of the square is wide, and the golden rectangle is drawn. The method is: firstly measure one-half point on one side of the square, and then take this as the center point, and use the line connecting the point and the diagonal as the radius, and draw the arc to the extension line of the bottom side of the square. The reference point is The end of the long side of the golden rectangle.

Gold than painting (2). It is the length of one side of the square and the golden rectangle. The method is: first measure the midpoint of one side of the square, and connect the line from the point to the opposite corner. Then use the midpoint as the center, draw the arc with a radius of one half of the square, and reach the midpoint. To the diagonal line, with the center of the diagonal, the arc is drawn at the intersection of the arc and the diagonal, and the arc is drawn on the opposite side of the square. The rectangle formed by the parallel line is the golden section. rectangle.

2, Fibonacci series This is a series of approximate gold ratio. That is, the ratio of the golden rectangle is applied to the line groups that are continuously arranged, and the resulting intervals form. It is a beautifully proportioned model. This kind of mathematical and physical order is lively and contrasting. The composition of the figure is full of changes and it is widely used.

The method of Fibonacci sequence is: the sum of the numbers of two adjacent items in the series, as the third value. For example, the series starts from 1 and the first item is 0+1, or 1. The third item is 1+1=2, the fourth item is 1+2=3, the fifth item is 2+3=5... and so on.

(8) Logo Design in Business Card Design

Under normal circumstances, the business card logo is provided by the user's own unit. However, sometimes the logo is also designed together with the business card. In ordinary enterprises and enterprises, the business cards of leaders and ordinary staff have a dual image, one is the appearance of the unit collective, and the other is the self-image of the business card holder. The main representative of the former is the logo. It can be seen how important the logo is in a small business card. In the material of the business card, the logo shape is simple, small and unified, it has the visual effect that is most easily recognized in a flash, suitable for impression, memory and association. This feature is an important condition for the most attention and memory in business cards.
The design idea of ​​the logo should focus on the following points:

1, personality characteristics. Strive to present unique symbolic forms, to be easy to identify, clear, eye-catching artistic image, different from their peers and similar signs.
2, pass information. The image of the logo should be immediately expressed and conveyed with the connotation of the image and serve as a medium.
3, small to big, small wins and more. Trademark design needs to be refined, accurate, vivid, clear, and artistic forms are more focused and more representative so that the theme of the trademark pattern can be deepened.
The basic form of trademark design:
1, with a symbolic personality;
2. Characters with personality;
3, with a comprehensive character and pattern of personality;
4. Abstract geometric figures with personality.

Source: Business Card Printing House