Good afternoon，everybody！Thank you for being here. Today's topic is illustration in design.
My presentation will last for about ten minutes, I devided it into five parts.
一、插画的概念
The concept of Illustration
《辞海》中对插画的定义是：“插附在书刊中的图画。有的印在正文中间，有的用插页方式，对正文起补充说明或艺术欣赏的作用。”最早是用在图书中起解释说明的作用，说明文字代表的意思给读者留下深刻的印象。
The definition of illustration in "Ci Hai" is: "Pictures attached to books and periodicals. Some are printed in the middle of the text, and some inserted to complete the content or increase aesthetic value." It was used in books at first. To explain the meaning of the text and impress readers deeply.
在现代社会中，插画已经广泛应用于平面广告中，并散发出越发重要的价值与生命力，越来越得到广告设计创意的青睐，在广告当中所占的位置甚至超越了文案。其不但能够直观的传递信息，更可以大大提升广告当中的感染力，给人们带来审美享受。
In modern society, illustrations have been widely used in print advertising, and have become more and more important in value and vitality. They are increasingly favored by advertising design ideas, and their position in advertising even surpasses copywriting. It not only can convey information intuitively, but also greatly enhance the appeal of advertising and bring people aesthetic enjoyment.
二、插画的分类
插画主要分为艺术插画和商业插画两大类。
The illustrations are mainly divided into two categories: art illustrations and business illustrations.
一般意义的艺术插画大凡有三个功能和目的：
In general, the art illustration has three functions and purposes:
一是作为文字的补充；二是让人们得到感性认识的满足；三是表现艺术家的美学观念、表现技巧，甚至表现艺术家的世界观、人生观。
First，it is as the supplement of writing; the second one is to let people get the satisfaction of perceptual knowledge; the third one is to express the artist's aesthetic concepts, performance skills, and even the artist's world view and outlook on life.
现代商业插画是以市场需求作为出发点，进行创作的绘画作品。商业插画其主要特点在于其不均是插画师于相对独立的环境中创作完成的，因而，不管是手绘的或者是电脑手段创作完成，均有着浓郁的感情色彩以及个人风格。同时，满足市场需要的商业插画与老百姓的日常生活更为紧扣，同时还可以更加准确地将商品信息进行传递。现今插画逐渐成为了一种视觉传达的重要形式，也逐渐走入社会大众的视野，得到大众的肯定与喜爱。
The modern business illustration is based on the market demand as the starting point for the creation of paintings. The main feature of commercial illustration is that it is created by the illustrator in a relatively independent environment. Therefore, whether it is hand-painted or computer-based, the artists have a strong feelings and personal styles. At the same time, the business illustrations that meet the needs of the market are more closely linked to the daily lives of the people, and the product information can be transmitted more accurately. Nowadays, illustrations have gradually become an important form of visual communication, and they have gradually entered the public's vision and gained recognition and affection from the public.
三、插画在平面设计中的应用
Application in graphic design
1、平面广告print advertisement
平面广告其指的是信息传达当中的一种方式，为广告人与受众间进行交流与沟通的介质，其最终是为商业进行服务的。其表现形式可以是印刷品、非印刷品又或者是户外等。同时，插画于平面广告当中的设计常常是在整个广告创意均已经确定以后才开始的，其具有显著的商品特点，是根据广告需要表达目的作为出发点，来开展的一种插画语言。插图于平面广告中的应用，广告创意不但不可以具有诱导性，同时还要使消费者可以清晰明确目的性，插画在设计的时候，应该要针对其特殊的受众群体，充分发挥创意趣味性。
Print advertising refers to a way of communication, which is the medium for communication between advertisers and audiences. It ultimately serves the business. It can be in the form of printed matter, non-printed matter or outdoor advertisings. At the same time, the design of illustrations in print ads is often started after the entire advertising idea has been determined. It has significant product characteristics and is an illustrator language based on the purpose of advertising needs as a starting point. In the application of graphic advertisements, advertising creativity can not only be inductive, but also enable consumers to clearly define the purpose. When designing, the illustration should be designed to give full creation to special audiences.
2、网页设计 Web Design
插画于网页设计当中的应用可以充分反映出插画于现代平面设计中紧跟时代发展的新运用。网络由于其具有多种独有的性质与特点，其区别于传统纸质媒体单一性的特点，其让信息的获得变得更为多元化，更加随意，更加便利。随着，互联网的诞生与发展，网页设计对于传统插画而言便是一场全新的革命。若我们将20世纪90年代以前的传统插画为“插画师——插画作品”之间的双方关系，那么在互联网时代，其便是“插画师——网络——浏览者”的三方模式。对于插画于网页设计中的应用，我们可以以肯德基的网站作为代表进行说明，不但深深地抓住了肯德基受众群均是年轻人这一特点，同时，整个插画风格充满着活力与年轻化。同时，其还将产品的图片与插画使用的拼贴的模式进行处理，赋予了一种新鲜的意义。不但别出心裁，同时又让人产生一种随意涂鸦之美感，其信息的传递有着时尚的味道。
The application of illustration in web design can fully reflect the new application of illustration in modern graphic design to keep up with the development of the times. Because of its unique nature and characteristics, the network is different from the unique characteristics of traditional paper media, which makes the information more diversified, more casual and more convenient. With the birth and development of the Internet, web design is a brand new revolution for traditional illustrations. If we regard the traditional illustration before the 1990s as the relationship between "illustrator-illustrations", then in the Internet age, it is the three-party model of "illustrator-network-viewer". For the application of illustration in web design, we can use KFC's website as a representative to explain, not only deeply grasp the characteristics of KFC's audience are young people, but also the whole illustration style is full of vitality and youth. At the same time, it also gives a fresh meaning to the picture of the product and the pattern of the collage used by the illustration. Not only ingenuity, but also create a sense of random graffiti, the transmission of information has a stylish taste.
3、产品包装设计 Product packaging design
产品的包装插画可以实现于最短的时间内受到极高的关注度，获得快速而广泛的传播，还可以于短时间内让企业得到收益进而创造价值。现代商家大部分均已经意识到视觉设计对于信息传播的重要性，产品包装可以于第一时间内消费者能够直接地了解与认识产品的特性。包装插画可以于一定程度上引导企业的审美取向，同时也是企业文化的一种表现。因而，插画师需要对产品的包装创作的整体过程中探寻色调的和谐统一、构图的精妙、以满足消费群体对于美的追求。七喜的包装设计，其本身定位是专为年轻人聚会派对设计的饮品，插画师运用大胆的色彩和个性的插画图案，体现年轻人爱玩爱生活的特点。
The illustration of the products's package can achieve high attention in the shortest time, get fast and wide dissemination, and also enable the company to gain revenue and create value in a short time. Most modern businesses have realized the importance of visual design for information dissemination. Product packaging can directly understand and recognize the characteristics of products in the first time. Packaging illustration can guide the aesthetic orientation of the company to a certain extent, and it is also a manifestation of corporate culture. Therefore, the illustrator needs to explore the harmonious unity of the color tone and the subtlety of the composition in the overall process of product packaging creation to meet the pursuit of beauty by the consumer groups. The packaging design of “Seven Up” soda water is designed for young people's parties. The illustrator uses bold colors and individual illustrations to reflect the characteristics of young people who love to play, smart and cheerful.
4、在招贴设计中的应用 Application in poster design
招贴对比于其他平面广告而言，需要更强烈的视觉效果，同时它的形式更为广泛，表现力强，面积较大。招贴为了可以让尽管是匆匆路过的行人也可以留下深刻印象的目的，因而，必须要充分使用定位设计的原理，具有明确的目标性，实现精准地向受众进行信息传递的目的。下面，我们将用具有代表性的插画于电影海报中的设计应用进行说明。例如，电影海报《龙猫》的设计，该插图使用了超大尺寸的龙猫作为主体映入人们的眼帘，在吸引人的注意力的同时，将视线转向画面上方的远山以及故事的几位主人公，最后将注意力落于电影信息文字上，实现信息的接收。这一幅画面在信息组成上面实现了很好地注意力进行视觉上面的转换，让人不会错过信息的接收。
Compared with other print ads, posters require more intense visual effects. At the same time, they are more widely used, more expressive and larger. In order to make the pedestrians who are passing by in a hurry can be impressed, the posters must fully utilize the principle of positioning design, have clear objectives, and achieve the purpose of accurately transmitting information to the audience. Next, we will illustrate the design application in a movie poster with a representative illustration. For example, the design of the movie poster "My Neighbor Totoro" uses the oversized Totoro as the main subject to attract people's attention. While attracting attention, the line of sight turns to the distant mountains above the screen and several stories. The protagonist finally puts his attention on the text of the film and realizes the reception of the information. This picture achieves a good focus on the visual composition of the information composition, so that people do not miss the reception of information.
四、插画的应用前景Illustrator's application prospects
因为数字插画顺应了时代的发展需求，必然成为时代的主力，给传统手绘插画带来了一定的压力与挑战。同时，平面设计的发展方向也逐渐多元化，在现今的高速发展，追求快节奏的信息化时代，我们同样需要手绘插画给大家带来的温情以及放松。在现今都市人于大批量生产的信息快速轰炸的环境下，自然而然地出现各种审美疲劳症状。传统插画的创作不但可以为平面设计的多样性画上了重要的一笔，同时更是一种对现代设计师审美水平提升的迫切需求以及对现代插画师静下来，醉心创作出更多优秀作品的迫切要求。在未来插画将具有良好的发展前景与活动，只是这些均需要我国政府对插画设计专业进行重视、给予支持与培养的。
Because the digital illustration conforms to the development needs of the times, it will inevitably become the main force of the times, bringing certain pressures and challenges to the traditional hand-painted illustrations. At the same time, the direction of graphic design has gradually diversified. Nowadays, in high-speed development, the pursuit of fast-paced information age, we also need hand-painted illustrations to bring warmth and relaxation to everyone. In the context of the rapid bombardment of mass-produced information by urbanites today, various aesthetic fatigue symptoms naturally occur. The creation of traditional illustrations not only can draw an important part of the diversity of graphic design, but also an urgent need to improve the aesthetic level of modern designers and calm down the modern illustrator, and create more outstanding works. In the future, illustrations will have good development prospects , but these all require the Chinese government to attach support and cultivate the illustration to enhance its profession.
五、结束语 Conclusion
插画现今广泛地应用于平面设计中，其不但肩负着散发自身特色审美感的重任，另外还承担着对产品实现宣传的作用。因而，在平面设计中添加插画要素，必须要做到表达清晰，目标明确，实现商家信息传播的目的，满足大众对于审美的需求与享受。
Illustration is widely used in graphic design today. It not only shoulders the responsibility of exuding its own aesthetic sense, but also plays a role in promoting the product. Therefore, to add illustration elements to the graphic design, it is necessary to make clear expressions, clear goals, and achieve the purpose of disseminating business information, to meet the public's needs and enjoyment of aesthetics.
