The Comparative Research On Individualization Design Of Newspapers And Periodicals Layout

The newspapers and periodicals, as one kind of media masses, its main task is to transmit information. Layout as newspapers and periodicals carrier and form of expression of content, its main function is to assist information transmission in form that the vision transmits. However, under the background in new era, in the face of the competition of the newspapers and periodicals market and changing demands of readers, the functions of newspapers and periodicals and its layout form can't only stay in transmitting this kind of elementary function. The layout form of the newspapers and periodicals must distinguish each other with the individualized image, and through long and steady keeping this kind of difference, thus set up layout style and brand image belonging to the newspapers and periodicals specially.This thesis proposes three basic points of the individuality of the newspapers and periodicals at first, that is individual character of reader, individual character of the content and individual character of the layout design, then explained the relation between function and kickback between the three further. And then, make a concrete analysis of the background and necessity of individualized design of newspapers and periodicals layout from three respects of market competition, reader's demand and technological innovation, propose that the individualization of the layout must regard transmitting the embodiment of the function in vision as the foundation, and has defined the layout individualized design of newspapers and periodicals, point out four kinds of behavior characteristics of the layout individual character of the newspapers and periodicals especially, namely the difference, stability, periodicity and significant.Finally, the subject selects six major classifications eleven kinds of newspapers and periodicals layouts make key research. They are newspapers " Beijing Youth Daily " , " China Youth News " ," One Shanghai week " ," Weekly magazine on day ", " Xin min Evening News " , " City bulletin ", " South Weekend ", and periodicals " Fashion " , " Vision " , " New weekly magazine " , " New weekly magazines of the people " . First of all, investigate through the present situation of content, readers' localization and form of the layout to these eleven kinds of newspapers and periodicals, we can understand the state of using of different newspapers and periodicals layout elements. And secondly, we can understand through vertical comparative research the individual character of the generic newspapers and periodicals layout behaves and distinguishes. At last, on this basis we can understand the individual character of the layout behave and distinguish between different classes of newspapers and periodicals through horizontal comparative research. After analyzing and comparing, we can propose the relevant conclusions and suggestions of Individualization design of newspapers and periodicals layout, offer reference for theoretical research and practical operation of the newspapers and periodicals layout.