Research On Paper Media Design Under The Drastic Changes Of Media Environment

Since the nineteenth century,under the effect of the turbulent political situation in the late Qing Dynasty,the cultural collision between the east and the west and the evolving media technology,the design for paper media showed rapid development.The Shun Pao,a new kind of newspaper founded in Shanghai,had experienced the change of three regimes,late Qing Dynasty,Beiyang Government and the Government of the Republic China,and witnessed different kinds of special historical events such as Xinhai Revolution(also known as the Chinese Revolution of 1911),May Fourth Movement,the Northern Expedition,War of Resistance against Japanese Aggression,War of Liberation,etc.The overall 77 years publication time has made Shun Pao completely demonstrate the development trace of the China modern paper media design under the tremendous changes in the media environment at that time,which has significant inspiring meaning and realistic value in exploring the direction of contemporary paper media design while facing with the current drastic changes occurred again in the media environment.Based on the research methods like document research,induction and deduction,comparative study and interdisciplinary study,and combining with related theories such as iconology and semiology,the article conducts research on the traditional paper media,The Shun Pao,in terms of the changes in transmission mode,the development of media technology,the changes in transmission context,psychological changes of the reader group and the ideological innovation among the editor group under the effects of current drastic changes.This article elaborates the features and evolution history of The Shun Pao's newspaper form,content arrangement and visual elements in different historical period under the effect of the aforementioned factors.It also summarizes the design and methods The Shun Pao had adopted in winning the competition with others and analyzes its value and inspiration on the current contemporary paper media design while facing a similar situation.The article believes that paper media has irreplaceable value.Nowadays,facing with the violent changes caused by the rapid development of Internet new media,the paper proposes that contemporary paper media design should adhere to the design principle of combining differentiation and fusion,emphasizing rational thinking and clarifying the ideological tone;Organic integration of resources and effective differentiation of forms;Insist on content as king,media integration and transformation.It is necessary to accurately locate the content layout design and explore the pertinence of the paper media content selection,pay attention to the logic of the content layout,and grasp the distinct personality of the content expression.It is necessary to break through innovation in visual communication design,maintain the contemporary nature of the paper medium,follow the systematic principle of the visual framework,and put focus on the readability in structural design and user experience.