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文字媒体要更好地吸引读者,讲求版面效果已是报人倾力为之的事。如何使版面出彩,值得我们进一步研究。版面要出彩,首先要设计一个具有很强识别特征的版面。现在许多报纸都开始注意CI的运用。CI原是六十年代欧美企业界总结出的一套藉以改变企业形象,注入新鲜感,从而改进企业经营技法的企业形象识别系统。根据CI理论,把报纸的各种要素化作一个简单的视觉符号——报徽、报纸字体、报头;一种色彩基调(报纸的色彩),一句口号,一种良好行为,一个美好形象,在消费者的反复熟悉之中,影响读者的阅读欲望及其习惯。比如《都市快报》的头版式样,大胆采用了柔和的暖色大字配以浅灰的装饰作报头,以温暖明亮的调子统领版面,偶尔点缀一些淡绿等清亮的颜色,采用“淡妆”的手法,凡色块或彩色标题,都用减淡了的色彩,淡色与细线搭配,衬出了一种很浓的都市气氛。
Text-based media to better attract readers, emphasize the effect of the layout has been reportedly effort to do. How to make the layout out of color, it is worth our further study. To color the layout, we must first design a layout with a strong identification features. Now many newspapers are beginning to pay attention to the use of CI. CI was originally a set of corporate image recognition systems by the European and American businesses in the 1960s to change the corporate image and inject freshness to improve business practices. According to CI theory, the various elements of a newspaper are turned into a simple visual symbol - a newspaper, a newspaper font, a newspaper head, a color tone (the color of a newspaper), a slogan, a good act, a good image Repeatedly familiar with the consumer, affecting readers’ reading desire and habits. For example, the front page version of “City Express” boldly uses the soft, warm-colored characters with light gray decorations as a prefix, the warm and bright tone to guide the layout, occasionally embellishing some clear green and other light colors, using “makeup” Practices, where the color block or color title, with the dulled color, light color and thin lines, lining a strong urban atmosphere.