Book Binding Design Under Market Operation

At present, book binding design presents a market-oriented and reader-oriented characteristic. All factors of binding design are inseparable from the market. The core of market concept is to have a sense of competition. Market competition is reflected in the design of binding is a competition of design culture, design thinking, and design concepts. These are closely linked with the design concept. So, in the context of market competition, what needs to be taken care of in book design?

First of all, we must grasp the reader's acceptance psychology. Due to different social roles, knowledge levels, and cultural backgrounds, the readers will have great differences in the acceptance of book binding design. The design must be based on the content of the book to roughly define the target of reading, and then according to the different reading objects and the different aesthetic reading psychology. the design of. The binding design of academic writings should be a bit "bookish" and highlight the relatively heavy cultural heritage; the design of children's books must be novel and lively, and there must be more exaggerated visual impact. In fact, readers purchase books are just like consumption. Our framing design only caters to the reader's acceptance psychology, that is, the reader's vision is attracted in the first time (before opening the book), and the psychological pleasure is followed, making them feel value for money or value for money. , will trigger the purchase of books.

Second, we should pay attention to the effect of book binding ads. The advertising function of general merchandise is embodied in the packaging of goods. The book binding art can also be said to be the "packaging" of books. This is a concrete embodiment of its merchandise. The role of advertisements is to promote the self-existence of goods and to serve as the best medium for communication between producers and consumers. Book binding design should have such a functional sense of advertising. The existence and strength of advertising effectiveness have great influence on the sales of goods. At the same time, the advertising awareness of book binding design should also be modest. The so-called "moderation" means that the advertising of bookbinding is integrated into the artistic nature and must be just right to attract readers and stimulate the readers' enthusiasm for buying. If the cover design of a book is made into a poster for advertising, it will greatly deviate from the connotation of the book itself and cause counterproductive consequences.

Third, the design of books must also pay attention to the spirit of the times and cultural atmosphere. Today's consumer's material needs and spiritual needs are very different from those in the past. The diversity, fast-paced modern life makes people's psychology of seeking new changes more urgent, and the conservative visual forms are no longer popular. With the continuous improvement of the standard of living and the level of education, some old concept of appreciation gradually declines and is replaced by new ideas. In this way, many book binding designs often take the form of a less formal tablet, but instead of breaking the old order and replacing them with odds and positives, they give people a new visual impact. This is also a reflection of today's people seeking new changes. On the other hand, people live in an era of rapid technological change and information expansion. There is always a sense of urgency to speed up the pace of life. Therefore, people living in large cities often have a visual and psychological requirement to return to nature. They often miss the past simple and simple style of book binding, and strive to antique thick and simple and elegant and intimate, framing design sometimes have timely reflect the profound cultural implication to meet people's psychology, but this does not mean that our design People must blindly follow the traditional art of binding. The design of modern book binding must pay attention to grasping the organic unity of historicity and modernity, so that the two can achieve perfect integration, thus creating a new realm.

Ganying Huazhong Normal University Press

Reprinted from: Publishing and Science