Commercial Long Graphic Design —— How to Commercialize Photos

Key points of structural design of commercial complex

The complex functions and diverse formats of commercial complex buildings bring many difficulties to structural design. Structural designers should not only consider the safety and economy of the structure, but also pay serious attention to the functional requirements of various formats to ensure the quality of the building. So what are the main points of structural design of commercial complex? Let's have a look!

1. Elevation load

In the construction drawing design, the corresponding loads should be reserved for the facades (curtain wall, lighting roof, canopy, light box, LED screen and LOGO logo), and special attention should be paid to the loads of glass curtain wall and stone curtain wall according to the drawings.

2. Hanging weight

Hanging load should be reserved for the lighting roof of the main atrium. The value of suspension load shall be subject to the recommendation of the extension department. If the LED screen is hung, sufficient load should be reserved according to the manufacturer's information. The load effect of large diameter water pipes hanging from the basement roof should be considered.

3. Fire truck load

The fire truck load should consider the most unfavorable arrangement of the load and the stress diffusion of the underwheel cushion, and be converted into equivalent uniformly distributed live load. For foundation and crack control, only the usual load is considered, and the load combination of fire engines is considered in the strength design of beams, columns and floors.

4. Supermarket load

The live load of shops, warehouses, cold storage and freezing rooms is 10kN/m2, and the unloading area is 15 ~ 20kn/m2.

5. Storage load

According to the load specification, the live load of ordinary shops is 3.5kN/m2, and that of catering shops is 4.0kN/m2. Some developers have increased the above load by 0.5kN/m2 for safety reasons. It should be noted that the location of food and beverage outlets may not be determined in the design stage, or it may change in the later stage, so the load layout range should be fully reserved.

6. Other loads

The live load can be appropriately increased in the main atrium area, so as to reserve the possibility for water features and large sculptures that may be added later.

Structural joint division

The setting of structural joints should be based on the premise of not affecting the use function and not reducing the building quality. Considering the economy of structural design, corresponding structural measures can be taken to appropriately reduce the setting of tectonic fracture.

Permanent joints should not be set in the basement. Structural joints should not pass through areas sensitive to joints, such as cinemas, atriums, lobbies and other long-span areas.

The spacing between structural joints is about 150m. When the length of the structure is about 200m, the joint can be ignored according to the specific situation; When the length of the structure is 300m~350m, in principle, structural joints should be set at appropriate positions in the middle.

For a commercial complex with a tower, when the center of mass of the tower is more than 20%, seismic joints should be set around the tower, but it can be different according to the specific conditions such as seismic intensity.

Super-long structure treatment

Due to the limitation of node setting, super-long structures inevitably appear in commercial complexes. Temperature stress analysis should be carried out for super-long structures, and the key parts should be strengthened. Many cases have proved that the general flood irrigation reinforcement method is uneconomical and unnecessary.

The treatment of super-long structures can start from the following aspects:

1) Set up the post-cast strip reasonably and strictly control the closing time and temperature of the post-cast strip;

2) Non-slab floors can be pulled through with steel bars along the length direction;

3) For large slab structure, it should be considered to pull through some steel bars on the slab to resist the shrinkage and deformation of concrete;

4) Strengthen the thickness of weak nodes such as bridges in pedestrian street and the reinforcement of side beams on both sides;

5) Considering the factors such as cost, construction period and construction quality control, it is not recommended to add fiber, expansion agent and prestress to concrete.

Structural scheme of indoor movable line, atrium and connecting bridge

Long-span and long cantilever members often appear in these areas, so attention should be paid to structural safety and its influence on building clear height.

1. Escalator large cantilever and connecting bridge

Structural layout can take the following measures:

1) strengthen the beam section around to realize secondary cantilever;

2) Cantilever beam adopts variable cross-section form;

3) The escalator cantilever beam controls the long-term deflection.

2. Atrium

The cantilever layout of atrium adopts the following measures:

1) The inclined beam is arranged in a long-span position;

2) The rest positions are supported by the cantilever of the primary and secondary beams;

3) Strengthen the cross section of the surrounding columns, and arrange column caps at the top of the columns.

IMAX hall design

The IMAX hall has a large span, and the roof should be decorated with primary and secondary beams or tic-tac-toe beams. The frame beam of the connecting column should be a tic-tac-toe beam; The secondary beam is supported on the frame beam, and it is more economical to make a small beam to reduce its own weight.

The auditorium stands should be folded. The turning position should be designed according to the cross beam, the horizontal floor thickness of the seat position is suggested to be 80 mm, the frame column below the stand should rise to the stand floor, and the frame beam perpendicular to the secondary beam of the stand should be arranged.

IMAX cinema has a high floor, usually two floors are connected, and the frame beam set on the floor will just block the projection opening, so attention should be paid to avoid it when designing.

The concept of commercial illustration. Features. Apply. Use. The qualities that commercial illustrators should possess. The concept of commercial illustration;

As the name implies, commercial illustration is an illustration with commercial value, which does not belong to the category of pure art. Commercial illustration can be defined as the commercial sale of digital works drawn by enterprises or products. The author gives up the ownership of the works and only retains the right of signature. Illustration is a form of commercial illustration, and there are other examples, such as advertising illustration, cartoon mascot design, publication illustration and animated video game scenes.

Characteristics of commercial illustrations:

Illustrations are images expressed by patterns. In line with the principle of unity of beauty and practicality, we strive to make lines and shapes clear and vivid, and make them convenient. Illustration is a universal language in the world, and its design is usually divided into characters, animals and commodity images in commercial applications.

The application of commercial illustrations;

Application in 1. diagram

Product structure decomposition diagram

Biological structure diagram

Architectural Renderings

other

2. Application in layout design

Text and illustrations

Pictures and illustrations

3. Application in poster design

4. Application in packaging design

Realistic expression technique

Cartoon expression technique

The role of decorative colors

The role of traditional cultural elements

5. Application in book design

Novel illustration

Illustrations of children's books

6. Application in computer games

7. Application in network media

web design

Software interface design

Mobile phone interface design

The use of commercial illustrations:

In the field of modern design, commercial illustration can be said to be the most expressive, which is closely related to painting art. Many expressions of commercial illustration are based on the expression of painting art. The marriage of commercial illustration and digital technology makes the former make great progress in exploring the diversity of expression methods or the depth and breadth of design theme, showing more unique artistic charm and thus more expressive. Commercial illustration is a promising industry, which is widely used in advertising, commodity packaging, newspapers, book binding, environmental art space, computer network and other fields. Various media have great demand for illustrations.

However, the service life of commercial illustrations is short. When a commodity or enterprise is updated, this subsidiary work will be declared extinct or terminated. From the scientific definition, the ending of commercial illustration seems a bit tragic, but on the other hand, the brilliance of commercial illustration in a short time is incomparable to artistic painting. Because commercial illustrations spread through advertising channels and have a wide coverage, the social attention rate is many times higher than that of artistic painting. For example, this digital illustration of yogurt packaging (pictured) attracted consumers to buy more than 1 billion in two years of market sales because of its exquisite picture. Imagine that this number will increase before the next product replaces it. How many art paintings can hundreds of millions of people see in two years? Such brilliance is unparalleled!

The qualities that commercial illustrators should possess;

Illustrators often draw illustrations for graphic designers or directly for magazines, newspapers and other media. They are generally professional illustrators or freelance artists, and have their own themes and painting styles like photographers. Their professional sensitivity and desire for new forms and tools have led many of them to use cg animation design tools to create illustrations. The software function of Cg animation makes their creative talent play a greater role. Whether it is simple or complex, whether it is traditional media effects, such as oil painting, watercolor, printmaking style or the endless new changes and new interests of digital graphics, it can be completed more conveniently and quickly. Digital photography is the latest development of photography. Photographers shoot objects with digital cameras or scan traditional positive films into computers through scanners, then adjust, combine and create new visual images on computer screens, and finally output positive films or negative films through film recorders. This new photography technology has completely changed the creative concept of photographic optical imaging, with digital graphics processing as the core, also known as' darkroom photography'. It blurs the boundaries between photographers, illustrators and graphic designers. Nowadays, as long as they are talented, they can complete all three tasks on the same computer.

How to make photos have commercial leadership;

For those who are determined to take business photos, selling a good price to cater to the tastes of businesses is the key. There are many skills in bread here. Usually, taking photos of the interior of a building has the most commercial value. The main shooting techniques are discussed below.

The dramatic effect of stairs

You don't have to struggle to take a dramatic picture of the stairs, just stand high and shoot the camera down with a moderate wide-angle lens. The following photos were taken with a 35mm lens Jasika T4 paraxial camera, which can be kept stable against the railing.

Don't forget to look up

Taking time to pay attention to the ceiling can take many interesting photos. The following photos can be taken with any camera, even without a tripod. First, set the camera to forced no flash and self-timer mode. Put the camera on the floor in the middle of the house with the lens facing up and press the shutter. 10 seconds later, you can shoot the roof you want.

The importance of people

Although the most profitable photos in commercial buildings are empty, the media is willing to put readers in the fantastic rooms in the photos, which is impossible if the rooms are full of strangers. But there are still many of the most successful photos that integrate characters into the internal structure. Figure 1 reflects the auditorium of Alice Island Immigration Museum, which is a place where immigrants wait for the results endlessly. If there are no two young people waiting in the photo, its characteristics will not be reflected.

Another example is the San Francisco Museum of Modern Art, which is a very beautiful building. Almost all works of art are in it. The empty one gives the impression that the museum was not open when this photo was taken, and the other gives the impression that people are very interested in the art in the museum.

Pay attention to the light

Most photographic films and lenses are designed for outdoor use. Once you take indoor photos with them, you will find them very dark. It is suggested that you set the lens to f/ 1 1 to ensure sufficient depth of field, and set the shutter to 1/2 seconds to make the light projected on the negative film image enough. Because the hand-held camera is prone to shake at this time, you can put the camera on a tripod or use a flash. Although it is much more convenient to use a flash than a tripod, sometimes the flash can't capture the whole building.

If there is a window on only one wall, the indoor light will become dim. If the camera is fixed on a tripod and exposed for a long time, the effect will be as shown below. We don't mind the strong contrast of light, and we don't mind not seeing the details of furniture, because the photos make us feel that this table was used hundreds of years ago. But for a businessman who wants to sell this table, this is not correct. He needs to use a flash or incandescent lamp to reduce the contrast and reflect the details of the window.

Generally speaking, there are some lights in the room, and architects know that the lights from both sides of the room will make people feel very comfortable. Commercial building photographers often use a good lighting system to balance natural light, but what if the sunlight in the window is brighter than the incandescent light in the room? Photographers will replace indoor light bulbs with more successful tungsten lamp, which not only has stronger light, but also is closer to the color temperature of sunlight outside the window.

If you are not sure about the color temperature of the light, you can measure it with Minolta color temperature tester. This step is even more critical when the indoor fluorescent lamp is turned on. Few people or things will look good under fluorescent lights. The solution is to add a warm color filter in front of the camera. If you are using a digital camera, you can press the "white balance of fluorescent lamp" button, try to get close to the normal light source, and carefully consider the effect of mixing different light sources. The importance of spaciousness

Businessmen don't like you to make their rooms narrow, but few people will tear down a wall in order to let you take pictures of everything in the room with a 50 mm conventional lens. So I suggest you use some large wide-angle lenses.

To shoot as many rooms as possible from the door, you need to use a lens of 17mm or wider. For example, the following photos were taken with a Mamiya 6X7 large-format camera with a 43mm lens, which is equivalent to the effect taken with a Nikon or Canon SLR camera with a 2 1mm lens. We can see that most restaurants have been photographed and all the details are very clear.