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封面是书籍装帧设计艺术的门面,在图书营销中发挥重要作用。本文以2016年中国当代小说及古典小说畅销书为研究主体,从书名排列特点、封面色彩属性、封面文字包含要素、是否有腰封/腰封内容、封面整体版式风格五个方面出发总结了中国当代小说及古典小说的封面设计特点。研究发现,两类小说的封面都呈现出设计扁平化的趋势,但当代小说偏爱暖色调风格,古典小说偏爱冷色调风格,广告语在两类小说中的受重视程度也有差异。封面设计者需结合二者特性,立足其文化内涵进行设计,以通过封面更好地吸引读者,提高封面的营销价值和艺术价值。
Cover is a book binding design art facade, play an important role in book marketing. This article takes the Chinese contemporary fiction and the bestseller of the classical novels in 2016 as the main body of study, and summarizes five aspects of the title arrangement, the color attribute of the cover, the element of the cover text, whether there is the girdle / girdle content and the overall layout style of the cover Cover Design Characteristics of Chinese Contemporary Fiction and Classical Novels. The study found that the cover of both novels presented a trend of flattening the design. However, contemporary fiction favors the warm color style, the classical style favors the cold color style, and the advertisement language is valued differently in the two types of novels. Cover designers need to combine the two characteristics, based on their cultural connotation of the design, through the cover to better attract readers, improve the cover of the marketing value and artistic value.