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Jingdong book

企鹅75

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企鹅75

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☆企鹅图书75款封面及其背后的设计历程
☆作者、设计师与编辑直言不讳评点封面设计得失
2010年,企鹅图书成立75周年之际,艺术总监保罗?巴克利从过去十年的作品中精选出75款极富代表性的封面案例,邀请作者、经纪人以及编辑对其一一评价,当然还包括设计师对作品的自评,妙趣横生又不失辛辣。这些不仅仅是75款封面的幕后故事,更是一本新世纪设计史。
Content Description

作为全球著名的出版品牌,企鹅图书以其高标准的封面设计引领风潮,不断颠覆我们的想象。
长久以来,“企鹅”几乎是“书籍设计”代名词……
2010年,企鹅图书成立75周年之际,艺术总监保罗·巴克利从过去十年的作品中精选出75款极富代表性的封面案例,邀请作者、经纪人以及编辑对每一个封面进行评价,当然还包括设计师对作品的自评,妙趣横生又不失辛辣。这些鲜为人知的幕后故事,揭开了封面设计从诞生到成形的艰辛。
Author Description

保罗·巴克利(Paul Buckley),企鹅图书的执行副总裁兼艺术总监,他与自己才华横溢的设计团队以及其他艺术总监都为很多出版社的封面装帧进行过指导,包括企鹅图书、维京出版社、企鹅精装、河源出版社、帕米拉·多曼图书、Portfolio文学季刊、哨兵出版社和时下出版社等。他标志性的设计风格和独特的艺术指导在无数的畅销书封面上得以体现,并为他赢得了数以百计的荣誉,也因此巴克利经常受邀在美国及海外讲演。在每个主流设计年鉴中,都可以看到他和他团队设计师的作品,当然,在每个书店中也可以看到。保罗现在和他的妻子生活在布鲁克林,他的妻子英素·刘是诺顿出版社的艺术总监。他们经常就出版问题讨论数小时,并且都曾声称支持对方否决的封面。
Catalogue

序言
引言
75款企鹅封面的幕后故事
致谢
索引
Book Abstract

引言
保罗·巴克利
过去,出版商和编辑们常常听到艺术总监和设计师们没完没了地抱怨,说他们最棒的作品被身边的凡夫俗子们忽视了。他们也常常听到作者们的怨言,说设计师根本就没读过他们的作品,而这样糟糕的封面绝对会葬送作者的职业生涯。然后,可怜的编辑和出版商们就得小心翼翼地带领大家度过这一棘手的处境,惟愿给所有人一个满意的交代。然后漂亮的设计遍地开花。然后巨大的图书销量接踵而至。大概就是这样的。不过也不尽然。好吧,有时候是这样的。但远远不如我们所希望的那样频繁。
事实就是如此,设计类博客上总是有人在不停地问:“这个封面为什么被设计成了这个样子?”这时候,设计师通常会出现在网上,尝试着像外交官一般圆滑地做出解答。然而,从业这么多年以来,我只见过一个作者出来帮着解释过一次。所以,我认为在这本书里将双方放在一个页面里,讨论同一个封面会很有意思。在这个过程中,我了解到的一件事就是,当面临将他们的想法变成白纸黑字的时候,作者们远远要比设计师们礼貌得多。但是我看过那些电子邮件,我也听到过那些答复。如果一个作者不喜欢某个封面,他通常会表现得非常“不”礼貌,有时候这是可以理解的。作品是他们多年的心血,对他们来说当然非常重要。后来我们出现了,并且在几周的时间里,编辑就会发一封电子邮件给作者,结尾通常还会加上这么几句话:“我们都迫不及待地想让您看看这款封面设计了!我们希望您能和我们一样喜欢它!!!亲亲抱抱。”(这是真的,我见过太多“亲亲抱抱”这种东西了。)紧接着,作者通常都会变得极为惶恐不安。有谁会喜欢附在一封只有两句话,外加三十个感叹号和一句“亲亲抱抱”的电子邮件里的东西呢?
所以,我怎么会只找到了寥寥几个作家,愿意在这样一本书里坦言他们为什么痛恨为他们所设计的那些封面?我猜,或许时间治愈了一切。或者干脆是因为他们已经习惯了。他们只是在这本书里才表现得彬彬有礼吗?而设计师们在任何时候都显得咄咄逼人吗?有可能。设计师们是激情四射的一群人,他们真诚地希望用自己的作品打动我们,却总是年复一年地遭受拒绝和否定,因此早已将扭扭捏捏的羞怯之情抛到了九霄云外。就像两口子吵架,我们作为其中一方会激烈地为自己辩护,但我们确实有着很好的品位。我是认真的……你真应该看看我穿的鞋。
在这本书里,哪一方讲述的是事情的真相呢?这由您来决定。希望您能够享受阅读这本书的乐趣,并衷心感谢您买了我的书!
亲亲抱抱!
……
Introduction

克里斯·韦尔
在我十二岁的时候,企鹅图书在我的世界里意味着万分悲惨时刻的到来。
有件事我记得尤其清楚:那是一年的春假(应该是我的第一个春假),我原本计划骑骑自行车,在小伙伴家里住几个晚上,然后整天在外面疯跑。然而,一本厚重的橘色大部头被重重地摔在了我们的课桌上,将所有的计划击得粉碎。那是一本《双城记》,必须在开学前读完。我就不去详述我是如何在那个星期日的晚上被各种各样的狄更斯句式搞得焦头烂额,而周一早上进教室前又脑袋空空的窘境了。但是,企鹅图书那特有的橘色一再出现在我日后的学业生涯中,不断地强化着这种悲苦的关联。(看过英国纪录片《49未知天命》的人也许会回想起一个场景:那个死气沉沉的预科学校的学生骄傲地坐在他的荣誉墙前,墙上摆满了橘色书脊的企鹅图书——这个场景总能让人会心一笑。)我的抵触情绪一直持续到大学时代。当时,许多企鹅图书的书脊突然毫无预兆地变成了让人神清气爽的海泡绿。最棒的是,有些书的书脊变成了深沉的黑色。这种变化犹如一剂缓解消化不良的良药,治愈了我那由于儿时一成不变的精神食谱而依然脆弱不堪的“文学消化系统”。一个名副其实的天才编辑做了一个简单的决定,就将托尔斯泰、福楼拜和毛姆从由突击测验引发的胃酸反流的炼狱中挽救出来,重新带回了我的生活中。这个教训简单明了:书,就像人一样,每一本都各不相同。
作为一名绘本作家,我是出于工作的需要才开始从事书籍设计的,就像我出于同样的需要开始从事文字排印和版画制作的工作一样。作为序言这种文体的一个技术性要求,我选择了讲述我自己的故事。我是零敲碎打地学会了这项工作的,可能还学得很糟糕。所以,通晓设计之道的读者应该能意识到,我可能完全不知道我在说些什么。在我看来,书籍设计的工作是不可或缺的——一本书需要它自己的形态,这就好比橡树从橡子中发芽,而松树从松果中发芽一样。书籍是一副躯体,故事寓于其中才得以生存和呼吸。而且,正如人的身体一样,书籍也有“脊梁”,它的内涵永远比它的外表更加丰盈饱满。除非它能在与读者的对话中自圆其说,否则一本书不可能历久弥新。如果一本书设法进入了我们的生活,它就可能成为我们的伴侣,有时还会改变我们的生活。书籍的封面也就随之从一个单纯的保护性包装,演变成了某种类似作者与读者之间的一场现场脱衣舞表演的东西,它既是一种吸引注意力的手段,也是一种销售图书的方法。封面还会对书籍本身加以扩充,甚至使它的影响延伸至读者的心灵和指尖。
至于真正的图书设计师,我仅仅遇到过为数不多的几个而已。但他们都给我留下了心思细密、衣着光鲜和冷酷无情的印象。最令我感到惊讶的是,恬不知耻的艺术总监们互相之间剽窃成风。有时,一个独具匠心的封面面世后两三个月,就很快遭到模仿。要知道,图书设计师们为了糊口,几乎每天都必须时刻准备着,创造出新颖而又激动人心的原创作品。长期的工作压力带来了巨大的损耗,身体和精神上的双重疲劳就会淘汰一部分弱者。我无法想象接连设计出一个又一个封面,却从不有意无意地在某些精疲力尽、才思枯竭的时刻,从别人的好点子上“汲取灵感”。这种对于永恒的新鲜感的迫切需求,使这个行当与时尚业变得异常相似。最糟糕的设计案例,比如我们在杂货店收银台旁看到的通俗小报、口香糖和戒指造型的糖果;但是那些最好的例证,那些拥有持久的生命力的设计,最近都出自企鹅图书。(没错,就是企鹅图书,它不再是无聊的春假作业的代名词了!)这些设计追随的是由设计师保罗·巴克利所引领的一条道路——以新颖而美丽的方式将文字内容用生动的图像呈现出来。
随手翻看这本设计选,人们就不难发现:无论那些能够反映出消费者观点的“焦点小组”怎样评论图书购买者,无论他们的数量如何日复一日地急速下降,设计师都毫无疑问是一个才华横溢的群体——尽管他们十分脆弱。文字排印和插画设计曾一度协同合作,在一本书被打开之前就能毁掉叙事性的那部分内容。然而现在,与文字和图片相关的工作则独立运作,暗示出与书籍的标题相符或相悖的某种气质、感受或难以捉摸的精神状态。这样一种难以言喻的设计途径与文学的崇高目标前所未有的高度一致,而具体的方法则一如既往的变化多端:在保罗·巴克利为唐·德里罗设计的封面中,胜过千言万语的一张图片所引发的联想使那些被简单地拼接起来的图像充满了生机。而克雷格·莫利卡在为保罗·奥斯特所做的设计中使用的重叠式文字排印,则揭示了在文字的世界里,这位作者对于叙事游戏的特别嗜好。有一点我不明白,而且我怀疑外行的读者应该也无法理解,那就是即便在所有展现在这里的、风格各异的众多封面当中存在着如枝桠般分叉的不同的设计方向,这些方向看似完美无缺,实际上却已经为了呈现出更加体面(或者更有利于销售)的形态而遭到了修剪整饬。小罗恩·加里的《一切都很重要》就是一个格外令人沮丧的案例,有十几个点子都被莫名其妙地放弃了。让读者参与到放弃一个图书封面的残忍决策中,有时候反而会使他们受到伤害。
但是,在理想条件下,一本书(尤其是虚构作品)不正是一件艺术品吗?当仔细考究那些详述了每个封面的创作过程的轶事时,读者应该格外注意各位作者的参与和意见在何种程度上塑造了最终的成果。我个人觉得这种关系十分令人着迷——这种关系里的两种角色我都充当过,并且深信无论作者想要什么就应该得到什么。但事实并非总是如此,这一点有时很容易就能察觉到。作者们并不都是“视觉性的人”,但他们可能对一本书的核心有某种洞见,这也许是设计师所不具备的。当然,有些作者根本不在乎,而是愉快地交出了支配权。(在这里,我需要补充一点:约翰·厄普代克在印刷和排版方面的知识在他的事业中处处得到体现,他曾经声称如果没有事先构思出一本书的书脊,他是不会开始写这本书的。)
目前,随着电子媒体的蓬勃发展,图书的封面可能变得没那么重要了,因为只要我们的电力供应不中断,就时时会有新的手段(微电影和音乐,或者其他只有上帝才知道的东西)出现,去抓住读者的注意力。这其中的一些令人感到愉悦的玩意儿甚至可能演变成文学雄心的可靠的扩音器,而且我认为它们永远不会过时。它们被用来讲述那些过于微妙,或因为严肃到令人难堪而不适于大声地说出来的那些秘密。然而,就目前来看,对于我们中间那些喜欢便携式的、不用充电的、纸质印刷书籍的人们来说,下面的这些内容提供了一些我所知道的最好的例子,这些例子展现出了对于普通读者的理解力的无声的敬意。

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欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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