Analyzing the Layout Design of the HuangHai’s Movie Posters Context to the Visual Elements of the Culture Code Brand Design (CCBD) Methodology

Abstract

An excellent poster has a clear theme and a strong visual effect. Each movie has its own content and vitality, and the resulting posters also have different souls. As a combination of visual carrier and dynamic movie, movie poster presents the movie theme to people through typographic layout, color matching, text extraction and other design points. It can not only play a promotional role, but also show the conceptual tone and aesthetic temperament of the movie, which can attract the attention of the audience in an instant and reach the theme of the movie directly to the heart of the audience. In the process of rapid development of Chinese films, a number of excellent movie poster designers have emerged, of the which Huang Hai’s design has achieved remarkable results and attracted the attention of the design industry. Huang Hai’s poster design with its strong visual impact, excellent creative performance in the international movie poster debut unique, his work to achieve a perfect combination of literary and commercial nature, and constantly bring people new visual experience. This paper focuses on exploring the Chinese movie poster style represented by the Huang Hai’s movie poster design, combined with Albert Young Choi’s Cultural Code Brand Design(CCBD)method, analyze the visual images, meanings and characteristics in the poster and restore the core concept of the movie. The study shows that layout design enables visual elements to convey information accurately and quickly, and Huang Hai’s works can quickly make the reader understand the thematic emotions that the film is intended to convey and enhance the film’s promotional power. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.