RU2701453C1 - Method of displaying graphic objects - Google Patents

Abstract

FIELD: advertising and exhibition.

SUBSTANCE: invention relates to the field of advertising activities and can be used for application and printing of advertising graphic objects, such as inscriptions, logos, images, etc. on material carriers, printing of graphic objects for the purpose of training, etc. Disclosed method of representing graphic objects in which graphic objects are applied on a substrate, graphic objects are divided into strips from assemblies of graphic primitives composed of a support element and alternating contrast elements on boundaries of the support element, in the corners of the graphic primitive there are visual accents consisting of two contrasting fields, wherein the strip has at least three graphic primitives, and the distance between adjacent graphic primitives in the strip does not exceed half the height of the graphic primitive.

EFFECT: possibility of drawing graphic objects with illusion of movement on advertising information material carriers, saving electric energy, low cost of production and use of advertising products with movement effect, high recognition of printing means of individualization.

7 cl, 5 dwg

Description

The way of representing graphic objects

Technical field

The present invention relates to the field of advertising and can be used for applying and printing advertising graphic objects such as labels, logos, images, etc. on tangible media, printing graphic objects for educational purposes, etc.

State of the art

Advertising and the advertising industry occupy a significant place in the life of modern society. Without advertising, a market economy cannot exist.

Millions of advertisements are printed both in print and on other media - on clothing, vehicles, household items, advertising posters and signs, etc.

Increasing brand awareness, advertising signs, announcements, individualizing the image presented in advertising materials, and giving advertising materials properties that distinguish them sharply from a host of other materials is an important problem facing both advertising firms and ordinary sellers of products. To solve this problem, various measures are currently being used, for example, such as special shapes and colors used in printed materials, the creation of luminous, iridescent advertising posters, signs, the creation of signs with various lighting effects, the use of computer advertising screens on which are displayed as static , as well as moving advertisements, etc. At the same time, print advertising publications mainly use original color and graphic solutions to highlight advertisements th ads from a variety of others, and to attract the attention of potential buyers. It is known that human attention is primarily attracted to objects with unusual visual properties, for example, advertising products with the effect of movement, with the effect of a three-dimensional image, with the effect of a dynamic change in lighting, etc. Easy enough, such effects are realized in computer advertising products. There are ways to create these effects without using a computer screen.

Thus, a raster plate of a volumetric image is known (RF patent for the invention No. 2604691, publ. 08/27/2016) containing light sources and control circuits, which can be used as an advertising and demonstration tool with special effects that ensure the creation of visually observable volumetric color images.

The disadvantage of this technical solution is the high cost of its implementation and use, the lack of the possibility of its use in printed materials.

A printed product with a color interference image is known (RF patent for the invention No. 2641500, publ. 01/17/2018) in which the proposed technical solution provides the possibility of inkjet printing of printed products with color interference images on non-porous surfaces.

The disadvantage of this technical solution is the high cost of ink for its implementation, as well as the inability to create printed products with the illusion of movement.

A device for generating an image with an illusion, a carrier, image data, a method for generating images with an illusion, a method of manufacturing a print medium and a program (RF patent for the invention No. 2535430, publ. 10.12.2014), the technical result of which is the automatic generation of an illusion from an arbitrary image. This technical solution was chosen by us as a prototype.

The disadvantage of this technical solution is that wavelet transforms are used to decompose the image into individual pixels, which create the effect of blurring the image. At the same time, creating a blur effect in a certain way, you can get the illusion of image movement. This method of obtaining an illusion is suitable for computer applications, however, in our opinion, it is of little use when applying images to solid media, because even a slight deviation in color reproduction when applying the image will not allow you to get the desired illusion of movement of the printed image.

The problem solved by the proposed method is the problem of creating a way of representing graphic objects for applying graphic objects (text, logos, images, etc.) to material media such as paper, fabric, metal, etc., while receiving the effect of illusion movement, which allows you to visually highlight advertisements, signs and other advertising products presented in this way, among hundreds of other advertisements and signs.

The technical result of the proposed technical solution is the creation of the possibility of applying graphic objects with the illusion of movement on tangible media of advertising information, saving energy, reducing the cost of creating and using advertising products with the effect of movement, increasing the recognition of printed means of individualization.

The technical result is achieved by the fact that the image is divided into stripes of assemblies composed of assemblies consisting of at least two graphic primitives, which in turn consist of oppositely directed contrasting elements at the border of the supporting element and visual accent in the form of a reduced element consisting of two contrast zones that are located in the corners of the support element in the manner specified in the method, while to achieve the illusion of movement, the distance between the graphic primitives in one strip is not greater It is half the height of the graphic primitive and there are at least three graphic primitives in the strip.

Brief Description of the Drawings

The invention is illustrated by drawings.

In FIG. Figure 1 shows a variant of splitting font letters into graphic primitives to create an illusion of movement.

In FIG. Figure 2 shows a variant of splitting an apple image into graphic primitives to create an illusion of movement.

In FIG. 3 shows an embodiment of a direct graphic primitive.

In FIG. 4 shows an embodiment of a vertical periodic assembly of graphic primitives.

In FIG. 5 shows an embodiment of a horizontal periodic assembly of graphic primitives.

DETAILED DESCRIPTION OF THE INVENTION

The problem of the generation and perception by a person of graphic illusions is widely studied at present by specialists - psychologists. Thus, figures with an illusion were discovered, such as the Hermann grid, the Chevreul illusion, the Cafe Wall illusion, the Ouchi illusion, the Pinna illusion and the Guernsey-Morgan illusion, etc. Also known are the works of Akiyoshi KITAOKA, Professor, Department of Psychology, Ritsumeikan University, Kyoto, Japan (http://www.ritsumei.ac.jp/~akitaoka/index-e.html). When considering figures with the illusion presented by him, a number of phenomena arise, such as different from the perception of size, position, apparent movement of a still image. The above researchers investigate the psychological aspects of the phenomenon of the illusions they create. Our technical solution allows us to use the phenomenon of creating the illusion of movement of a stationary graphic object for practical work in the real business.

It is known that the most informative feature that needs to be highlighted when you first familiarize yourself with the shape of an unfamiliar object is its outline. It is the contour that serves as the separate facet of two realities, i.e., the figure and the background. The eyes of a person are constantly in motion. Even when we look at a small fixed point, the gaze makes micro-movements that we don’t notice — the so-called micro-saccades (The riddle of micro-movements of the eyes. Sergey Shishkin. Psychological publications portal PsyJournals.ru - http://psyjournals.ru/psynews/d19378.shtml).

Thanks to micromotion, the eye can distinguish the boundaries of objects (contour and small details). This is carried out through eye movements, which, as it were, secondary outline and are a necessary condition for creating an image of the shape of the object. From the experiments of psychologists it is also known that in order to create an illusion of movement, the visual system must be able not only to distinguish the boundary between the object and the background, but also learn to follow it, and also for the appearance of the illusion of movement, it is necessary to change the details of the object in the direction of eye micromotion, which captured by peripheral vision.

From the works of the above authors it is known that to obtain an image with the illusion of peripheral movement, the image should consist of a central element, for example, a square, and a peripheral element, for example, a square (circle, etc.), composed of black and white halves with a separating their strip (http://conf.msu.ru/archive/Lomonosov_2015/data/6934/uid89769_report.pdf).

In order to realize the effect of the illusion of movement in advertising, in accordance with the proposed method, advertising labels and images are divided into assembly strips consisting of at least three separate graphic primitives, i.e. image elements presented in accordance with the proposed method. Strips of assemblies can be located horizontally, vertically, obliquely and be parallel, or directed at a certain angle to each other. Font and other graphic objects can be black-and-white, monochrome or color, and also consist of graphic primitives of different colors. In addition, it was experimentally determined that for the appearance of an illusion it is important to choose a combination of the colors of the main tone of the substrate and the background of the inscription or image. So experimentally established the following pairs of colors (substrate and image) that increase the likelihood of an illusion - yellow and its shades with blue and its shades, green and its shades with yellow, its shades, yellow and its shades with green and its shades, blue and its shades with purple and its shades. Other combinations of these colors are possible. For the substrate, the color can be with a gradient, that is, with a smooth transition of color in accordance with the direct or inverse spectrum of the visible color. Red color and its shades give a lesser visual effect of the illusion of "movement" in combination with the above colors. It should be noted that the creation of advertising products by the proposed method is possible both using software and manually, i.e. without using software tools. Psychologists know that the perception by different people of the same images is different, and if some people have the illusion of movement when viewing images, then others do not. This may be due to the psychological state of the person at the moment, the characteristics of the psyche, vision, age (with age, the percentage of people who have the illusion of movement when viewing this type of image decreases), etc.

In FIG. Figure 1 shows a variant of splitting font letters into graphic primitives to create an illusion of movement.

The image of letters is divided into horizontal assemblies of graphic primitives 3 and vertical assemblies of graphic primitives 4, consisting of a direct graphic primitive 1 and an inverse graphic primitive 2.

In FIG. Figure 2 shows a variant of splitting an apple image into graphic primitives to create an illusion of movement.

The apple image is divided into vertically arranged stripes of periodic assemblies of graphic primitives 7, arranged in 19 vertical rows, the apple branch is divided into oblique stripes of graphic primitives 8. The stripes of graphic primitives 7 and 8 consist of a direct graphic primitive 5 and an inverse graphic primitive 6, the supporting element of which made in the form of a flag.

In FIG. 3 shows an embodiment of a direct graphic primitive.

The image shows that the graphic primitive consists of:

The supporting element 11, visual accents 9, 12, 14, 16, direct guides 10 and 17, reverse guides 13 and 15.

As the supporting element 11 can be applied geometric shapes such as square, rectangle, parallelepiped, other shapes and arranged at intervals both vertically and horizontally.

Visual emphasis is the figure taken out beyond the perimeter of the support element 11, contributing to the selection of each support element in a separate fragment. A variety of shapes can be used as a visual accent, for example, such as simple rectangles, circles, etc., and visual accents can be stylized, for example, in the form of coffee beans or in the form of a screw head, etc.

A direct guideline is a contrast line at the border of the supporting elements and is a target designation to start viewing the entire image.

Reverse guide - a line contrasting with the color of the direct guide and making up the perimeter of the support element, the inverse of the direct guide.

The basis of the technology for creating the illusion of movement or quasi-dynamic image is such an arrangement of periodic image structures in which the direct and reverse guides of adjacent graphic primitives are located strictly in opposite directions.

In FIG. 4 shows an embodiment of a vertical periodic assembly of graphic primitives.

To create the illusion of movement, periodic assemblies of graphic primitives should alternate, filling the body of the image. The alternation of periodic assemblies forces one to direct a gaze into a person performing micromotion (saccades) and attention in different directions, which, apparently, leads to the appearance of the illusion of image movement. The whole phenomenon has not yet been studied and there are various interpretations of the causes of the illusions of movement.

The periodic assembly of a graphic primitive consists of two elements, the periodic repetition of which produces stripes of graphic primitives.

 The vertical periodic assembly of the graphic primitive consists of the direct graphic primitive 23 and the inverse graphic primitive 18. In the presented embodiment, the reverse guide of the overlying direct graphic primitive 23 and the direct guide of the underlying direct graphic primitive are located on the upper and lower boundaries of the inverse graphic primitive 18. In the corners - visual accents 12, 14 of the overlying direct graphic primitive 23 and visual accents 20, 21 of the underlying direct graphic primitive. The return guide 19 is located on the left border, and the direct guide 22 is on the right border.

Thus, adjacent elements are replaced by the same contrasting elements both horizontally and vertically. The same thing happens with visual accents located in the corners of the supporting elements, and consisting of two contrasting fields, while the contrasting fields of neighboring elements alternate. Of these assemblies are bands of graphic primitives into which the image is divided, following the rule that the direct graphic primitive is adjacent to the same graphic primitive in the same strip.

Moreover, by conducting research on objects applied in accordance with the proposed method on material media, it was found that if the distance L between the graphic primitives in the strip exceeds half the height of the graphic primitive, then the illusion of movement does not arise. It was also experimentally established that if the assembly strip of graphic primitives consists of less than three graphic primitives, then the illusion of movement also does not arise. A strip consisting of three graphic primitives is composed of one periodic assembly to which a direct or reverse graphic primitive is added in accordance with the above order.

In FIG. 5 shows an embodiment of a horizontal periodic assembly of graphic primitives.

The horizontal periodic assembly of graphic primitives in the presented embodiment is a combination of a direct graphic primitive 23 of the left strip of graphic primitives, a direct graphic primitive 25 of the right strip of graphic primitives, between which an intermediate graphic primitive 30 is located. Direct graphic primitive 25 of the right strip of graphic primitives is a mirror image of the direct graphic primitive 23 left strip of graphic primitives. The principle of constructing the right lane of graphic primitives is the same as the left lane of graphic primitives. It is important to observe the principle of alternating contrasting elements both horizontally and vertically.

The applicant carried out experimental work with the practical implementation of the method in relation to the manufacture of advertising printed products, confirming the provisions stated in the specified method.

Dividing graphic objects into stripes of assemblies in which there are at least three graphic primitives in the form of "flags", rectangles, etc., with highlighting the boundaries of the image of the graphic primitive in the specified way, the location in the corners of the graphic primitives of visual accents in the specified way, the location of the graphic primitives in the assembly at a distance of no more than half the height of the graphic primitive from each other, the presence in the same strip of at least three graphic primitives, all this allows you to apply graphic objects to material carriers, while receiving the effect of the illusion of motion of a stationary graphic object.

The presented method allows applying standard objects to graphic objects on material carriers (for example, by means of printing on paper, fabric, etc.), while receiving the illusion of movement, without the expense of electricity, to demonstrate a graphic object with the illusion of movement, without the use of special inks and other materials to obtain the effect of movement, without the use of computer and other equipment both in development and in operation, all this reduces the cost of manufacturing and use of advertising products.

Creating the ability to represent graphic objects with the illusion of movement when applying graphic objects to tangible media allows to increase the recognition of individualization tools, and at the same time reduce the cost of manufacturing and use of advertising products with the effect of movement, reduce electricity consumption, use advertising signs and announcements with the effect of movement in print publications, in places of lack of electricity, etc., thus achieving the claimed technical result.

Claims (7)

1. A method for representing graphic objects in which graphic objects are applied to a substrate and divided into strips of assemblies of graphic primitives made up of a support element and alternating contrast elements at the boundaries of the support element, visual accents consisting of two contrast fields are placed at the corners of the graphic primitive, however, the strip has at least three graphic primitives, and the distance between adjacent graphic primitives in the strip does not exceed half the height of the graphic primitive. 2. The method according to claim 1, characterized in that the graphic primitives of adjacent bands are mirror images of each other. 3. The method according to claim 1, characterized in that the substrate is a material carrier. 4. The method according to claim 1, characterized in that the substrate and the supporting element of the graphic object have the same color. 5. The method according to claim 1, characterized in that the substrate and the supporting element of the graphic object have a different color. 6. The method according to claim 1, characterized in that the substrate is made with a smooth transition of color in accordance with the direct spectrum of visible color. 7. The method according to claim 1, characterized in that the substrate is made with a smooth transition of color in accordance with the inverse spectrum of visible color.

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