Graphic Design Concept And Its Expression

Graphic design as "a meaningful form" conveys social content. Its function of meaning expression decides that graphic design should not only focus on form, but also express through the content and meaning of the design theme the designer’s original design ideas and design styles. The graphic design "concept", as an extension and refinement of design theme and an exploration of the design essence, determines to a large extent the innovation and quality of a graphic design work.A graphic design concept can be on the one hand established and refined by an in-depth human emotion-based analysis of the theme’s content followed by a summary of the essential features of the theme and a deduction of the form of the theme. On the other hand, it can be aroused and refined by the employment of some creative ways of thinking such as intuitive thinking and conceptual thinking.A graphic design concept presents itself in a visual form which expresses its inner meaning. Therefore, the present study makes an analysis based on the theories of semeiology, linguistics and communication, and finds out that graphs, as an important visual sign of concept, perform the function of language by its double-layered language structure and symbolic grammatical rhetoric which are similar to words in terms of the composition, and that words, as a deductive visual form, complement graphs in terms of meaning expression by the refinement of the title and the match between the title and the graph which strengthen and develop the concept. Besides, it is revealed by the analysis of "horizon of expectations" that the satisfaction of the audiences’ directional and innovative expectations not only lays a foundation for the effective expression of the concept, but also enhances this effectiveness in the expression, and that the audiences’ horizon of expectations in turn requires the designer to estimate precisely the general cognitive context of the audiences so as to establish an optimal relevance between the sign and the concept and to express the concept more effectively.