What are the first things to look for in an advertising design and what kind of talents do you have instead?
Advertising design is a profession. It is a new profession based on the application of computer graphic design technology and the development of the advertising industry. The main feature of the professional technology is the image, text, color, layout, graphics and other elements of the expression of advertising, combined with the use of advertising media characteristics, in the computer through the relevant design software to achieve the expression of advertising purposes and intentions, the creative graphic arts to achieve a creative design performance dissemination of creative principles of the concept of common sense occupation of the so-called advertisement design refers to the intermediate process from the creative to the production of this process. Advertising design is a combination of five elements: the theme of the advertisement, creativity, language and text, image, and backing. The ultimate purpose of advertising design is to achieve the purpose of attracting eyeballs through advertising. Performance Advertising pictures Advertising is different from general mass communication and publicity activities, mainly in: 1) advertising is a communication tool is the information of a commodity, by the production or operation of this commodity (advertiser) to a group of users and consumers; 2) advertising needs to be paid for 3) the communication activities carried out by the advertisement is with persuasive; 4) the advertisement is purposive, planned, and is continuous; 5) Advertising is beneficial not only to the advertiser but also to the target audience; it enables users and consumers to get useful information. Dissemination Through the press, radio, television, movies, street signs, windows, printed materials, neon lights and other media or forms, in the People's Republic of China *** and the country published, set up, posted advertisements. Specifically include: (a) the use of newspapers, periodicals, books, directories and other published advertisements; (b) the use of radio, television, film, video, slides and other broadcast advertisements; (c) the use of streets, plazas, airports, stations, docks, etc., the building or space to set up street signs, neon signs, electronic display boards, windows, light boxes, walls and other advertisements; (d) the use of theaters, stadiums (stadiums), cultural centers, exhibition halls, (d) using theaters, stadiums (pavilions), cultural centers, exhibition halls, hotels, restaurants, amusement parks, shopping malls and other places inside and outside to set up and post advertisements; (e) the use of cars, boats, airplanes and other means of transportation to set up, draw and post advertisements; (f) through the postal mail various types of advertising and publicity materials; (g) the use of gifts of physical advertisements; (h) the use of other media and forms of broadcasting, setting up, and posting of advertisements. Creative advertising design patterns with China's sustained rapid economic growth, market competition is expanding, competition is constantly upgrading, the business war has begun to enter the "intellectual" war period, advertising from the previous so-called "media war", "inputs Advertising has also risen from the so-called "media war" and "input war" to the competition of advertising creativity, and the word "Creative" has become the most popular word in China's advertising industry. "Creative" in English means "creativity", which means to create, create, cause. "Creativity" is literally understood as "creating an image of meaning", and from this level of excavation, advertising creativity is an artistic conceptualization activity between advertisement planning and advertisement performance production. That is, according to the advertising theme, after careful thinking and planning, the use of artistic means, the mastery of the material for creative combination, in order to shape an image of the process. In short, that is, the imagery of the advertising theme idea. In order to better understand the "advertising creativity", it is necessary to do a little explanation of the idea, the image, the appearance, the mood. Outdoor advertising design "idea" refers to ideas and thoughts, in artistic creation, the idea is the work to express the ideas and views, is the core of the content of the work. In advertising creativity and design, the idea is the theme of advertising, which refers to the concept of advertising in order to achieve a particular purpose and to illustrate. It is an intangible, conceptual thing that must be expressed with the help of a certain tangible thing. Any artistic activity must have two elements: one is the objective thing itself, is the object of artistic expression; two is to express the image of the objective thing, it is the means of artistic expression. And the two will be organically linked to the conceptualization of activities, is creative. In the process of artistic expression, the choice of image is very important, because it is the symbol that conveys the information of objective things. On the one hand, it must accurately reflect the essential characteristics of the thing being expressed, and on the other hand, it must be understood and accepted by the public. At the same time, the novelty of the image must be important. In the creative activity of advertising, the creators should also try to find the appropriate artistic image to express the theme of the advertisement. If the artistic image is not chosen successfully, it will not be able to stimulate and persuade the consumers through the conveyance of the idea. Objective images that can be used to express the characteristics of goods and services in accordance with the ideas of the advertiser are called representations when they are not used in a specific form of expression. Representation should generally be more familiar to the advertising audience, and preferably has been generally defined in real life, can stimulate a certain *** with the association of the objective image. Formed in people's minds, the appearance of the creator's feelings, emotional experience and understanding of the role, penetration into the subjective emotions, emotions of a certain meaning, after a certain association, exaggeration, condensation, distortion and deformation, the formation of the transformation into an image. Once an image is transformed into an image, it will have a specific meaning and subjective color, the degree of reflection of the image of the objective things and the creator's idea is different, and the audience's feeling that can be triggered by the image will be different. Imagery to reflect the style and degree of objective things that is the mood. That is, the imagery can achieve the realm. Context is an important command to measure the quality of art works. Principle of originality of advertising creativity. The so-called originality principle refers to the fact that advertising ideas should not follow the old ways and stereotypes, but should be brave and adept at innovating and taking a unique approach. Original advertising ideas have the greatest psychological breakthrough effect. The novelty of being different is what attracts attention, and its distinctive charm triggers people's intense interest, leaving a deep impression in the minds of the audience. This series of psychological processes is in line with the goal of the psychological ladder of advertising communication. The principle of effectiveness of advertising creativity. Originality is the first principle of advertising creativity, but originality is not the goal. Whether an advertising idea can achieve the purpose of promotion basically depends on the efficiency of conveying the advertising message, which is the principle of effectiveness of advertising ideas, including comprehensibility and relevance. Understandability means that it is easy to be accepted by a wide range of audiences. When creating advertisements, we should be good at optimizing the combination of various information symbol elements to make them moderately novel and original. The key is to find the best combination between "novelty" and "comprehensibility". Relevance refers to the memory-related connection between the imagery combination and the content of the advertising theme. Idea public service advertising publicity enterprise advertising is to the masses as the target. The masses will be attracted by a good advertising idea, unforgettable. Therefore, enterprises and advertising planners should analyze and understand the living habits, national consciousness, education level, civilization awareness, emotional feelings and likes and dislikes of the masses when planning advertising strategies. Don't just focus on the psychology of a small group of consumers, and overly accommodate their preferences (except in special cases), while neglecting to convey creative ideas to the majority of the masses, which today are the customers of all kinds of different enterprises. So a good advertising ideas, will make people appreciate, in the role of appreciation led to emotional moments, human concepts and feelings and ideas, will be with the appreciation of the things *** Ming fit, the original subjectivity and prejudice, will be in a brief moment of this spiritual phenomenon dominated. This phenomenon is easy to show when you have a rare meeting with the most admired characters. In fact, very often consumers are psychologically ambivalent, sometimes purchasing things without knowing why. The fact cannot be denied that the act of shopping itself is a spiritual phenomenon, an emotional outlet and enjoyment! Advertising ideas creators, if you understand this reasoning, integration, flexible use, regardless of where they are, as long as they contribute to life, from the crowd to carefully observe, keen to capture, good advertising ideas will stand out, an endless source, inexhaustible, inexhaustible. Sometimes, the excellent idea is a kind of karma, a flash of light, the idea will come into being. On the other hand, even if you think about it day and night, and scratch your head, you can't get it, so you need to have a unique talent that knows how to recognize the good and the bad. Don't think that if you do everything a few times, you will be able to pick and choose. Often creative inspiration, such as the battlefield, to be a drum, only for the best. Every see some good ideas program, the person in charge of the failure to seize the opportunity, but also constantly forced to make changes, adding to the snake, wasting time, preventing the production, can be said to be guilty of a major military taboo, and then failing to break and exhaustion carry on! Here to add a point, so as not to become misleading, here emphasize the creativity, is fully prepared beforehand to create people to the spirit of thinking mature, emotional suddenly touched some kind of factors, touching the inspiration and ideas. A good advertising slogan is the key to the success of an advertisement. Meaningful advertising slogan, can be a double entendre, one side to bring out the image of the enterprise, the other side to emphasize the advantages of the product, Hong Kong Vitasoy: "Vitasoy - point only soda simple", can be described as a sentence of fame in the world, over the years, the corporate image is distinctive, in-depth people's hearts, rely on the success of this slogan is always new and the charm of the advertisement. Advertising design pictures an advertisement to design beautiful, meaningful, effective, a household name, is not an easy task. Depends on the attitude of cooperation between the enterprise and the advertising planning agency, can be frank communication, mutual trust, remove the artificial factors caused by the divide, get **** knowledge. Enterprises should provide accurate information, and even some of the secrets of business. As the saying goes, if you know yourself and know your enemy, you will win a hundred battles. Of course, in the end, it still depends on the talent of the ad creator. A good idea advertisement is not necessarily a novelty for the sake of novelty and pretense. A good idea can sometimes be very simple, sincere, friendly, not exaggerated, and it will convince people and achieve success. Remember more than 10 years ago, the United States has a small car rental company newspaper ads, the picture has a big fish, a small fish, small fish is about to be swallowed by the big fish chase and, at this time, the small fish turned back to face the concept, very confident and sincere, said: "big fish eat small fish, this is a common thing, but as a small fish I will do my best to fight, loyal service, in order to fight for the opportunity to survive, please support you! Please support me. I will not let you down". The advertisement was very successful and the business grew bigger and bigger. The idea of this advertisement has become a classic because it makes full use of human sympathy and the psychology of supporting the weak. Advertisers should understand the psychology of the masses and be good at utilizing plots, so that when they see the right thing to do, they only need to strike a blow and then they will be successful. The strategy of advertising sometimes takes a long time to achieve. Don't be discouraged by the lack of response to the first advertisement, because it may be deployed for the second advertisement, which will create a shock. The idea of advertising design is a philosophy of human communication. It will change with the needs of the times, there is no fixed form and law, established learning and methods, only for reference and reference. Common sense 1, the size of the contrast between the size of the relationship for the shape of the elements of the most important one, almost determines the relationship between the image and harmony. The size of the difference is less, give a person the feeling of more ShenZhou gentle, the size of the difference is big, give a person the feeling of more distinct, and has a strong sense. 2, the contrast of light and dark Yin and Yang, positive and negative, day and night, and so on, such contrast statements, can make people feel the relationship between light and dark in daily life. Newborn babies can only distinguish light and dark in their initial vision, and although animals such as cows and dogs can simply identify black and white, they can't easily identify color or hue, so it can be seen that light and dark (black and white) are the most basic elements in the sense of color. The thicker the font, the more masculine it is. If it represents fashion and femininity, it is usually expressed in thin characters. If the weight of the fine characters increases, the coarse characters should be reduced, so that the match looks brighter. 4, the contrast between curves and straight lines Curves are very soft and gentle; straight lines are hard and sharp, very masculine. In nature, all by the appropriate mix of the two. Normally we don't pay attention to this relationship, but when curved lines or straight lines emphasize a certain shape, we have a deep impression, and at the same time generate corresponding emotions. Therefore, we often deepen the impression of the curve, with some straight lines to emphasize, it can also be said that a small amount of straight lines will make the curve more striking. 5, the texture of the contrast advertising design pictures in the general public's daily life, may rarely hear the phrase texture, but in art, texture is a very important element of the shape. For example, the sense of relaxation, smoothness, wetness, etc., are to describe the texture. Therefore, texture not only expresses emotion, but also integrates with it. When we observe a painter's work, we often pay attention to the color and the composition of the surface, but in fact, the texture is the main factor that determines the style of the work. Although the color or the object may change, the texture, as the foundation, is closely related to the essence of the painter, and it is not easy to change. It is easy for a layman to overlook this point, in fact, this is the most important element of the foundation, but also the strongest influence on the emotions. 6, the position of the contrast in the picture on both sides of the placement of some kind of object, not only can emphasize, but also produce contrast. The up and down, left and right and diagonal corners of the screen have potential force points, and the configuration of photographs, captions or logos, symbols, etc. at this force point can reveal the hidden power. Therefore, by placing distinctive elements in the potential opposites, a contrasting relationship can be revealed and a compact picture can be created. 7. Contrast between master and subordinate Layout design is just like stage design. When the relationship between the main character and the supporting characters is clear, the audience's psychology will be stabilized. A clear indication of the relationship between the main character and the supporting characters is an orthodox method of composition, and will give people a sense of peace of mind. If the relationship between the two is ambiguous, it will be confusing. On the contrary, if the main character is too strong, it will lose its dynamism and become a vulgar picture. The main character in a drama is obvious to everyone. A layout that also shows who the main characters are will help readers understand the content better. So there should be a master-slave relationship is the basic conditions of the design configuration. 8, the contrast between motion and static The beginning of a story has a beginning, description, transformation and results. A courtyard, there are rockery, pool, grass, trees, waterfalls and so on. Similarly, there are intense dynamic and quiet parts in the design configuration. Shapes that diffuse or flow are "dynamic". Horizontal or vertically reinforced shapes are "static". The two are placed opposite each other, with the "dynamic" part occupying a large area and the "static" part occupying a small area. The "static" part occupies a small area, with appropriate white space around it to emphasize its independence. This arrangement is generally used to place the focus on the four corners of the picture. Therefore, although the "quiet" part only occupies a small area, it has a strong sense of presence. There are also different kinds of contrasts, such as curves and straight lines, vertical and horizontal, acute and obtuse angles, and so on. If you combine and match the aforementioned contrasts with these elements, you can create a rich and varied picture. 10. The space of the whole page is dynamic because of various forces, which in turn dominate the space. The shape that produces dynamics and the other shape that receives such dynamics cooperate with each other to make the space change more vividly. When we build a rockery garden, we pay much attention to the outlet of the flowing water, because the outlet of the flowing water is the starting point of the dynamics, and the whole garden will be affected by it. When it comes to layout composition, the principle is the same, the starting point and the receiving point will echo each other and harmonize. The greater the distance between the two, the more significant the effect, and can be utilized at both ends of the picture, but the starting point and the receiving point to pay special attention to the balance, there must be appropriate changes in the strength of the good, if one side is too weak to cause **** Ming. 11, Figure and the ground Advertising design picture reversal of dark and light, Figure and the relationship between the ground will change each other. General printed matter are white paper printed point word, white paper is called the ground, the black word is called figure. On the contrary, sometimes printed on black paper to reverse the effect of white characters, at this time the black background for the ground, the white characters for the figure, which is the phenomenon of black and white conversion. 12, balance when walking and kicked a large stone, the body will fall due to loss of balance, at this time it is natural to quickly extend a hand or foot in order to maintain body balance. According to this natural principle, if we change the position of all parts of a good original work, and then compare and analyze with the original work, it is easy to understand the compositional principle of the sense of balance. 13. Symmetry The form that starts from one point and expands to the left and right at the same time is called symmetry, and the application of the principle of symmetry can lead to the development of complex states such as vortex shapes. In daily life, there are many common symmetrical things, such as the configuration of Buddha statues or the configuration of shrines in Japanese shrines. Symmetry will reveal a high style, stylized imagery. 14, emphasize the layout of the same tone, without affecting the tone of the conditions, add the appropriate changes, will produce the effect of emphasis. Emphasis on breaking the monotony of the layout, so that the layout becomes energetic, lively and rich in change. For example: the layout of all the text arrangement, looks boring, if you add illustrations or photos, such as a stone thrown into the calm water, resulting in waves of ripples. Proportion: The Greek art is characterized by the "Golden Ratio". When designing the length, width, height and columns of a building, if you can refer to the "Golden Ratio" to deal with it, you will be able to produce the unique Greek architectural style, as well as the visual effect of stability and moderate tension. Length ratio, width ratio, area ratio and other ratios, can produce the same function with other elements of the shape, the performance of excellent imagery, therefore, the use of appropriate ratios, is very important. 16、Rhythm The shapes that have a ****tongue impression will produce a sense of rhythm when they are arranged over and over again. It is not necessary to use the same shape, as long as it has a strong impression. If you use the same shape three or four times, you can create an easy rhythm. Sometimes, a sense of rhythm can be created by using a characteristic shape only twice. 17, the center of gravity of the left and right in the human sense, there is a subtle difference between the left and right. This is because there is a particularly attractive spot in the lower right corner. When considering the balance between left and right, how to deal with this place becomes a critical issue. Human vision responds more naturally to the flow from the upper right to the lower left. When arranging text, leaving the lower right corner empty for headlines and illustrations creates a natural flow. Reversing it would throw off the balance and look unnatural. This sense of balance between left and right directions may be a bit related to people's right-handedness! 18. Centripetal and Diffuse In our emotions, we are always aware of the center of things. Although we do not care to look at things, but in our hearts, we always want to detect the center part, as if this is the only way to have a sense of security, which constitutes the visual centripetal. Generally speaking, the centripetal type seems to be gentle, and is also the generally preferred way, but it is easy to become ordinary. Centrifugal typography can be called a diffuse type. With a modern sense of arrangement of common examples of diffusion type. 19, JUMP rate in the layout, must be based on the content to determine the size of the title. The ratio of the title and the size of this article is known as the Jump rate. the larger the Jump rate, the more lively the layout; the smaller the Jump rate, the higher the style of the layout. According to this scale to measure, it is easy to judge the effect of the layout. Title and font size of this paper to decide, but also consider the proportion of the relationship between the two sides, how to further adjust, is also quite a big learning. 20, unity and harmony If over-emphasis on the relationship between contrast, too much space reserved for too many or add too many shaped elements, it is easy to make the picture produce confusion. To reconcile this phenomenon, it is best to add some *** common shape elements, so that the picture produces *** common tone, with the overall unity and harmony of the feeling. Repeatedly use the same shape of things, can make the layout to produce a sense of harmony. If the same shape of things configured together, it can produce a sense of continuity. The two are used in conjunction with each other to create the effect of unity and harmony. 21, the line according to the eyes or the direction of the object pointed to, so that the layout of the guide route, known as the line. Designers in the production of composition, often using the wire to make the overall picture more compelling. 22, the shape of the image General layout form, all four corners (corner) as the standard form, other forms are deformed. Angle version of the four corners are all right angles, giving people a very regular, less expression of the feeling, other deformation is to show a variety of expressions. For example, triangles with acute angles have a sense of sharpness and sharpness; shapes close to circles have a sense of gentleness and softness. The same curves also have different expressions, for example, the circle drawn by rules and instruments has a hard texture, but the circle drawn with bare hands has the beauty of a soft round curve. Horizontal line At dusk, the horizontal line and the sunset blend together, and at dawn, the brilliant sunrise rises from the horizontal line. Horizontal line gives a person the feeling of stability and calm, no matter the beginning or end of things, the horizontal line is always a fixed expression of the stillness of the moment. 24, vertical line Vertical line of the sense of activity, just the opposite of the horizontal line, the vertical line expresses the upward stretch of the activity of the force, with hard and sensible imagery, so that the layout appears calm and distinct. If the verticality is not reasonably emphasized, it will become cold and stiff, making it difficult to approach. The treatment of vertical and horizontal lines for contrast can make the nature of both more vivid, not only to make the picture produce a sense of compactness, but also to avoid indifference and rigidity of the situation arising, and complement each other's strengths and weaknesses, so that the layout is more complete. Advertisement design pictures 25, sunny day, cloudy day From the darkness of the cave, look at the bright scene outside, the figures inside the cave, always only with the outline of the performance, while the outside scenery will need to be carefully depicted. This is the way to grasp both the everyday situation and the abnormal light and darkness, and to reveal an incredible space. The normal state of light and dark is called "yang day" and the opposite is "yin day". By utilizing this relationship between light and dark, you can create new imagery that is different from the everyday. 26. Amount of white space Speaking at a fast pace is suitable for nightly newscasts, but not for masters of ceremonies, because there is too little white space in each sentence. When it comes to layout design, the amount of white space is also the key to advertising. 27, layout rate in the design of paper, the layout area used in this paper is called layout, and layout and the proportion of the whole page area is called layout rate. The amount of blank space has a decisive impact on the impression of the layout. If the design of information-rich magazine layout, the use of more blanks, obviously not suitable