Seek a different design

创新是设计师的灵魂，设计师在设计的追求和表现上，都大限度地展现自己的个性和创意，即与众不同。缺乏个性的设计，尤其是对于平面广告设计，将会使设计作品逐渐陷入大众化和平庸化的泥淖。设计师潜在的审美认识呈现在其设计的作品个性中。在平面设计行业里，设计师与大众相比，对美的认知更具有专业性和权威性，人们通常认为被设计师视作美的事物，应该是大众及整个社会公认的美，如同“盾”，设计师希望将其审美趋势传达并保护起来。

Innovation is the soul of designers, designers in the pursuit and performance of the design, to maximize their own personality and creativity, that is, unusual. The design of the lack of personality, especially for graphic design, will make the design works gradually into a popular and mediocre morass. The potential aesthetic awareness of the designer is presented in the personality of the work in which he is designing. In the graphic design industry, designer and the public compared to the knowledge of beauty is more professional and authoritative, people usually think designers as beautiful things, should be public and the whole society recognized beauty, as a "shield", the aesthetic trend of designers hope to communicate and protect.

设计作品应该与艺术作品一样受到重视

Design works should be valued as much as works of Art

在设计师的眼里，自己设计的作品如同艺术家创作的作品一样，都是自己情感和思想的表达，设计师的设计有时候会被认为是阳春白雪，曲高和寡，不接地气，往往被束之高阁，或者完成的设计作品，需要按照客户非专业的眼光要求进行修改，甚至是重做。设计与艺术如同孪生一样，二者虽有着不同的创作领域，但在精神上是一脉相承，需要有独立的设计创作与审美欣赏的空间。

In the designer's eyes, his design works as the artist works, is to express their feelings and thoughts, the designers are sometimes considered highbrow highbrow, not down to earth, is often put away, or the completion of the design work, in accordance with the needs of customers of non professional vision requirements modified, even redo. Design and art are like twins. The two have different fields of creation, but they are the same in spirit. They need independent design, creation and aesthetic appreciation.

设计不应该被规则束缚

Design should not be bound by rules

设计是人类按自己的意志对自然界进行的创作，用于改善人类的生活，发展文明社会的一种广泛活动，或者说设计的发展也是人类文明进步发展的缩影，设计的审美就是社会文化的亚系。在当今，每一条信息传递都通过了设计的美化，设计美以无可替代的独特性呈现在社会的每一处。在设计师的眼里设计是天生有趣无拘束。如果设计师墨守成规、按部就班，我们所见的事物是否都会以同种方式呈现，变得单调无味，所以设计师的创意应该是天马行空，不断突破和尝试创新。

The design is according to their own will on human nature creation, for the improvement of human life, a wide range of activities and the development of civilized society, or the epitome of the development of design and the progress of human civilization development, sub system design aesthetic is the social culture. At present, every message passes through the beautification of design, and the design beauty is presented in every place of society with irreplaceable uniqueness. In the designer's eyes, design is natural and fun free. If the designer is rigid, follow the prescribed order, we see things will appear in the same way, so dull, so the designer should be a powerful and unconstrained style, continue to make breakthroughs and innovation.

大众审美对平面设计师的影响

The influence of public aesthetics on graphic designers

平面设计师与产品设计师、建筑设计师一样，会针对不同客户，解决其具体的需求。同时设计的审美会受到这些目标消费群体的共同需求倾向的制约，即设计受大众的影响，因而不可避免地产生了局限性，面临着“矛”的攻击。在这场与“矛盾”的交锋中，设计师和大众如果能实现设计审美的共鸣，那可能会产生一个名利双收的好结果，但实际的生活中却不然，这样的主动权往往是大众掌握设计审美，而不是设计师。

Graphic designers, like product designers and building designers, will address their specific needs for different customers. At the same time, the design aesthetic will be restricted by the tendency of the common demand of these target consumer groups, that is to say, the design is influenced by the public, so it inevitably produces limitations and faces the attack of "spear". In this and the "contradiction" in the clash of designers and mass can be achieved if the design aesthetic resonance, good results that may produce a fame, but not the actual life, this initiative is often the masses to master the design aesthetic, not the designer.

无法回避的是，客户是大众审美的参与者和提倡者之一，会在设计之初或设计进行时提出这样或那样的要求，如“去掉所有英文，只留中文，消费者看不懂的” 、“字要大，不然消费者看不到”、 “不要做这么洋气，不然消费者会认为太过高端超出他们的消费水平”等等。这样一些非专业的评价和要求，严重地干扰和束缚了设计师的专业创作，导致设计无所适从，只能低就，因此一些设计混乱、无美感的作品也就源源不断地产生。

Can not be avoided, the customer is one of the popular aesthetic participants and advocates, will be at the beginning of design or when make this or that demand, such as "remove all English, leaving only Chinese, consumers cannot read the" and "word, otherwise invisible to consumers" and "don't do this western style, otherwise consumers will think too high-end beyond their consumption level and so on. So some non professional evaluation and requirements, serious interference and bondage of professional designers creation, can only lead to the design of low loss, therefore, some confusion, no design aesthetic is Everfount produced.