Abstract: The competition in the current publishing industry is increasingly fierce. The overall design of books is a strategic shift in the overall image design of publishing organizations.
Keywords: books, overall design, design, positioning strategy, transfer of books, overall design is a strategic shift of the overall image design of publishing organizations, is an inevitable trend of social development, is the inevitable result of market competition. Books are the product of culture, but at the same time they are commodities. The development of publishing institutions to a certain period requires readers' recognition in order to occupy a greater share in the market. Therefore, the overall design of books should be an integrated strategy for the development of publishing institutions. Part of the planning, at the same time it is also a carrier that affects the image of the publishing agency.
In the face of increasingly fierce domestic and international competitions, knowledgeable people in Chinese publishing organizations are exploring effective methods. The road to establish a corporate image system is almost a consensus. Its essence first is to adjust and construct its own internal corporate culture, and then use a planned and creative overall image system to convey the image it wants to shape through the books to the society, in order to obtain the recognition and acceptance of the majority of readers. In the modern business community, especially in the construction of corporate image design, the image design of the publishing institution cannot be replaced by the book number, the publication number, and the name of the company alone. Once the brand is established, its added value is incalculable.
First, the market survey
An in-depth analysis of the reader's response, the key factor is the investigation. The author found through investigation that the market for computer books is relatively complicated, and the content and difficulty of the two books with the same name are quite different. In response to this phenomenon, Tsinghua University Press began with a series of large-scale computer books, taking the Black Magic Series series as an example to help readers solve blindness in the selection of books. "Learning Blueprint" and "Computer Learning Gold Manual" is an attempt by the "Black Cube" to solve such problems.
Based on extensive market research and reader surveys, determine the appropriate readership. The positioning of individuality is the direction of strategic transfer and development. In a society that is flooded with a large amount of information, individuality positioning is to study various methods and means that make it easy for accepted readers to accept and apply it to practice. At the same time, it must consider competitors’ similarities. book. Because most of the computer books on the market are mainly based on graphic design, they use high-quality materials, good printing methods, and various creative fonts to give readers different general feelings.
Second, the overall design of books
Planning starts with the name of the series, because the name is also crucial to the brand and even part of the overall design. This is also a strategy. For example, this series of books began to be named "Black Book," but later decided to use the "Black Cube" because the Rubik's cube has a more variable charm and is closer to the characteristics of computer books. Start with this name, determine its logo, standard fonts, and overall design plan.
The overall design of the book includes open books, seals, seals, spines, ring linings, title pages, layouts, illustrations, fonts, copyright pages, and paper. The size of the black cube book is 230mm x 185mm, which is easy to use and easy to carry. On the issue of book pricing and printing quality, the publisher always puts readers’ feelings at the forefront while seeking a balance between the two, and repeated comparisons are made on every detail of each “Black Cube†book. The experiment finally selected the current font, font size, kerning, and line spacing so that the reader would not be easily fatigued visually. In addition, through the arrangement of figures and texts, the readings are made clearer, that is, they provide reading guidance. In the main text printing paper, soft and soft textured recycled paper was selected. As a commodity book to arouse the reader's attention, it must allow readers to recognize and leave a good impression on the reader. The protection of the seal here not only plays a role in protecting books, but also serves to attract readers. The cover of the "Black Cube" book does not use cumbersome special techniques, but instead uses simple color blocks. Color blocks and hollow rounded squares are actually the abstract expressions of the keyboard. The use of spot colors can distinguish the composition of the blocks between them, and the spot color highlights the personality on a black background.
The planning of the overall design of the book has given readers a deeper impression of the publication, which is an advantageous link for the image design of the entire publishing organization. It can be seen that the change in the overall design of books is the most direct expression of the strategic shift of publishing organizations.
Third, market feedback
After listing the Black Magic series, they faced readers with new, extraordinary and unique personalities. Through feedback, most readers already know this brand, and then the overall design has been enriched and improved to attract more readers. In particular, the cover design has increased the effective picture on the basis of not destroying the original intention, and added some special techniques such as the name of the book from the convex point of view and the local over UV when the funds allow it. The overall design of the book is a very complete system, not just a name or a logo, because every detail should consciously convey the promise of the brand. It is not difficult to see that this is a complete and huge system project. The publishing agency of a good image design will naturally pay attention to the overall design of the book, which will effectively promote the further development of the overall design of the book to achieve the ultimate goal of strategic transfer. purpose.
Fourth, using the Internet to strengthen the strategic transfer of publishing agency image design
Tsinghua University Press established the “Black Cube†special website for this series of books, established direct feedback channels, set up technical support and question answering lines, and online guidance services. The image design of the Internet has now become an important part of the publishing organization. It is an extension of the image design of the publishing organization, so it requires a more standardized overall design.
Through the above analysis of the specific publishing organization, Tsinghua University Press, the author feels a sense of urgency for the problems faced by current publishing organizations, and therefore urges publishing organizations to earnestly engage in market research, selection of topics, and overall design of books. Use the Internet to strengthen the image design of publishing organizations in order to respond to the current trend of diversified development, seize opportunities, and make strategic shifts, so that the overall design of books can play its role in the image design of publishing organizations.
â– Wu Wenyue
Decoration 2006 No. 01