Old commercial printing plate design concept

With the rise of woodblock printing and the increasing awareness of social goods, Chinese ancient merchants soon began to use woodblock printing methods to produce a large number of practical and beautiful publicity materials, starting with the first small stamp and logo, and later the “tickets”. "" Such as imitation, widely advertised. Both ancient and modern advertisements focus on visual elements and compositional forms. The propaganda ideology of the ancients was gradually perfected in commodity activities.

Traditionally, the old printed version of the old version of the advertisement was, for a long period of time, evasive and concise, concise, and uniform. While the name of the upper center is prominently displayed, the descriptive text is generally covered in the entire layout. There is no lack of dull suspicion. For example: “This number has been opened for more than 100 years and it is located in Dongmennei Street of the provincial capital. Tea food has long been known, and fresh and dried fruit cakes are all readily available. Among them, the more critical ones are those confessions such as “Whoever took care of the clear identification of the princes” or “There are no semicolons, such as male or female robbers”.

The concept of design focusing on texts is inextricably linked to the influence of ancient business culture. The letter of honesty and trust in the righteousness entrenched the generation after generation of businessmen. In addition, the ancient ceremonies despised the business, and the merchants believed that it would be sufficient to have straightforward and exhaustive texts. After all, the pressure of competition was negligible. The forms and methods of marketing thinking that do not appeal to the public, resulting in the concept and the picture of the product as the lead, are constrained and despised. However, the development of the banners and signboards on the facade and the printing of promotional materials are the small steps taken by the ancients in propaganda, and have also played a considerable role in promoting the development of traditional Chinese businesses.


Author: Tianjin by the National

In fact, China’s colorful folk culture and folk custom have no lack of ingenious graphics and ornamentation. In the induction and catalysis of many factors such as cultural progress, market maturity and increased competition, the advertising concept of merchants is also constantly strengthened and improved. . They realize that prints with rich pictures and liveliness are more attractive to customers, why not do it. The ancient Xiangxiang pattern with rich connotation and ingenuity originated from life, and it has gradually become an important expression theme for commercial design of commercial printing plates. In this way, the advertising plate's pictures combine the characteristics, value orientation, morality, appeals, etc. of the merchant's own industry. They often choose the people who are familiar with Ruyi, Fushou, Sanyang Kaitai, Hehe Disheng, Tiantai Taiping, Imperceptible Eight Immortals, and Eight Auspiciousness. , cornucopia, and gas wealth and other patterns. At the same time, the adornment and beautification effect of the advertising layout is also becoming increasingly prominent. The Sanjiang River, the Bandai Panchang, the Wanzi head, the scrolls, the flowers and the grass are all boldly absorbed, making the advertising plate fuller and the advertising content more attractive. Now. The illustrated advertising or logo is often the crystallization of collective wisdom. Business people gradually form and develop in day-to-day business activities, and even use it for a longer period of time to become an integral part of business culture.

In the constant search, they also designed the advertising layout based on the top-down, right-to-left reading habits of most customers. In addition to the traditional house shape and enclosure mode, the advertising plate has a more refined overall design that often includes elements such as crown, flatness, alignment, and footfall.

Standing upright, as the name implies, is the uppermost position of the printing plate. It is usually an auspicious pattern that matches with the trade name identification. At the top of the flat section, the first contact with the audience's line of sight is obtained, and all kinds of border lines are written with the name of the business name or the name of the main product. The middle of the whole body is a detailed description of the text, you need to read it carefully. Set foot on the bottom of the print, this position is often a direct auspicious pattern or advertising phrase, such as "children are free from fraud, genuine," and so on. Of course, according to the different uses of advertising, the above four elements are often used flexibly in the changes of choices and attention points. Some of them only read a few characters in the pastry and they are very eye-catching; some simply give up the subject and highlight the theme. The change is even more rich in the integration of different forms such as house shape and enclosure, and the establishment of crowns and bodies. The creativity has produced many old printing plates and advertisements that are still worthwhile.