When you receive a piece of work please refer to the following steps:
1, What do you want to do?
2, what do you hope to achieve?
3, how are you going to do to achieve this purpose?
4. What kind of creativity do you want to use to reinforce this purpose?
5. What design do you use to express your creativity?
6. What type of typography do you use to assist your creativity?
(Please do not open the computer before the completion of these six steps, with the most scribbled and simple lines to think) What is a "full" design? The meaning of "full" does not mean to fill up a page.
Every design must contain an idea, which is supported by "product characteristics", "target consumers" and "selling points". The whole design around its development, unity and a center, interlocking, from shallow to deep or deepen shallow, step by step, regular, rhythmic, focused, not lose a "full" design.
Most designs are composed of two parts: the image and the copy. It's important to understand the copy and read it thoroughly before you begin the next step. This is because the best result you can achieve (in terms of the design itself) is to combine the image and the copy. Only in this way can you not offset the purpose of the advertisement, not deteriorate the content of the copy, and give full play to the original flavor of the advertisement copy, which is an inch of "word" gold. Advertising does not allow you to have any waste (expensive).
What is a design disconnect (typography)?
A good typography does not leave any element isolated. As an analogy: if the bottom (paper) on which a good layout is based is removed, moving the main elements of the layout up and down will greatly drive the other elements, which are all related to each other and interact with each other. This also explains why modifying any one element of the design will adjust the other elements accordingly. Design is very strict, and there is no room for sloppiness. Through the press, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms, in the Chinese people's *** and the country published, set up, posted advertisements. Specifically, these include:
(1) the use of newspapers, periodicals, books, directories, etc. to publish advertisements;
(2) the use of radio, television, film, video, slides, etc. to broadcast advertisements;
(3) the use of streets, squares, airports, stations, docks, etc., to set up buildings or spaces for street signs, neon signs, electronic display boards, windows, light boxes, wall advertisements, etc.;
(d) the use of theaters, stadiums (galleries), cultural centers, exhibition halls, hotels, restaurants, amusement parks, shopping malls and other places inside and outside the setting, posting of advertisements;
(e) the use of vehicles, boats, airplanes and other means of transportation to set up, draw, post advertisements; advertising;
(f) through the post office to send all kinds of advertising and publicity;
(g) the use of gifts of physical objects Advertising;
(viii) the use of network Email, BANNER, etc. for advertising, a kind of database marketing;
(ix) call centers, a kind of database marketing;
(x) the use of text messaging (sms), MMS for advertising, a kind of database marketing;
(xi) use of other media and (xi) the use of other media and forms of broadcasting, setting, posting advertisements;
(xii) nowadays there are still people with verbal advertisements; with China's sustained rapid economic growth, the market competition is increasingly expanding, the competition is constantly upgrading, the war of business has begun to enter the period of the "intellectual" war, advertising from the previous so-called "media war", "investment", "investment", "investment", "investment" and "investment". 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 Chinese advertising. "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, imagery, appearance, mood.
"Idea" refers to thoughts and ideas, and in artistic creation, the idea is the thought and viewpoint to be expressed in the work, which is the core of the content of the work. In advertising creativity and design, the idea is the theme of the advertisement, which refers to the idea that the advertisement should be stated in order to achieve a specific purpose. 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 able to be understood and accepted by the public. Shanghai QiuJiu Culture Communication Co., Ltd. has done the corresponding market behavior survey, for the creative and artistic forms of expression of consumer guidance and direct or indirect behavioral concepts made up to 10,000 words of research report analysis, there is an indelible correlation between expression and art. At the same time, the novelty of the image is also important. Advertising creative activities, creators should also try to find appropriate artistic image to express the advertising theme idea if the artistic image selection is not successful, through the idea of conveying to stimulate feel sorry for the color and persuade consumers.
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 audience of the advertisement, and preferably has been generally defined in real life, can stimulate a certain *** with the association of the objective image.
The appearance formed in people's minds through 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, concentration, distortion and deformation, will be formed into an image.
Once an image is transformed into an image, it has a specific meaning and subjective color. The degree of reflection of the image on 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. The principle of originality of advertising creativity. The so-called originality principle refers to the fact that advertising creativity should not follow the old ways and rules, but should be brave and good at innovating and taking a unique approach. Original advertising ideas have the greatest psychological breakthrough effect. The novelty of being different is striking, and its distinctive charm will trigger people's intense interest and leave a deep impression in the minds of the audience. This series of psychological processes is in line with the objective of the psychological ladder conveyed by the advertisement, which is to be remembered for a long time.
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 combination of imagery in the advertising idea and the content of the advertising theme. The advertising campaign of an enterprise is aimed at the masses. The masses will be attracted by good advertising ideas and will never forget them. Therefore, when planning advertising strategies, enterprises and advertising planners should first analyze and understand the living habits, national consciousness, education level, civilization cognition, emotional feelings and likes and dislikes of the masses. 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, in your rare with the most admired characters, it is easy to show.
In fact, many times 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 creator, if you understand this, the 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, a great idea is the result of karma, a flash of light, and the idea comes to fruition. On the other hand, even if you think about it day and night, you can't get it, and 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 failed to seize the opportunity, but also constantly strong modification, painting snake, wasting time, hindering production, can be said to have committed a major military taboo, and then decline, break and exhaustion carry on! In this a product Wicker to add a point, so as not to become misleading, here emphasize the creativity, is to create a person fully prepared beforehand, to the spirit of the mood of brewing maturity, the mood of a sudden touch of some kind of factor, touching the idea of inspiration and produce.
A good advertising slogan is a successful element of advertising. Meaningful advertising slogan, can be a double entendre, one side brings out the image of the enterprise, one side emphasizes the advantages of the product, Hong Kong Vitasoy: "Vitasoy - point only soda simple", can be said to have become famous, over the years, the corporate image is clear, deep into the hearts of the people, all rely on the success of this slogan is always new and the charm of the advertisement.
An advertisement should be designed beautifully, have the idea, the effect is big, a household name, is not an easy thing. 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 depends on the talent of the ad creator.
Good Idea ads are not necessarily novelty for the sake of novelty and pretense. A good idea can sometimes be very simple, sincere, friendly, not exaggerated, and then convince people to succeed. Remember more than 10 years ago, the United States has a small car rental company newspaper ads, the picture has a tail of 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 readers, very confident and sincere, said: "the big fish to eat the 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 fully utilizes the psychology of human sympathy and supporting the weak. Advertisers need to understand the psychology of the masses, be good at using the plot, and then just strike a blow after seeing the right one, and then it 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 ad, because it may be deployed to create a shock when the second ad is launched.
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. 1, the size of the contrast
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 sense of power.
2, the contrast between light and dark
Yin and Yang, positive and negative, day and night, etc., such contrasting statements, can make people feel the relationship between light and dark in daily life.
The newborn baby, initially in the visual can only distinguish between light and dark, and cows, dogs and other animals can simply identify the black and white, but the color or hue can not be easily identified, so it can be seen, light and dark (black and white) is the most basic elements of the sense of color.
3, the contrast between thick and thin
The thicker the font, the more masculine. If it represents fashion and women, it is usually expressed in fine print. 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.
Nature is a mixture of these two. Normally we don't pay attention to this relationship, but when a curved line or a straight line emphasizes a certain shape, we have a deep impression, and at the same time generate corresponding emotions. Therefore, we often deepen the impression of curves by emphasizing them with some straight lines, and it can also be said that a small number of straight lines will make the curves more striking.
5, the texture of the contrast
In the daily life of the general public, perhaps rarely heard the phrase texture, but in art, texture is very important elements of shape. For example, the sense of looseness, smoothness, wetness, etc. are all descriptions of 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. If you are a layman, it is easy 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
Placing some kind of object on both sides of the picture not only emphasizes, but also creates contrast. Picture up and down, left and right and diagonal corners have potential force points, and in this force point configuration of photographs, large titles or signs, symbols, etc., can reveal the hidden power. Therefore, by placing distinctive shapes at potential opposites, you can create a contrasting relationship and produce a compact image.
7, the main contrast with the subordinate
Layout design is also the same as stage design, the main character and the supporting role of the relationship is very clear, the audience's psychology will be stabilized. The technique of clearly indicating the main and the subordinate is a very orthodox method of composition, which 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, movement and static contrast
The beginning of a story has a beginning, description, transformation and results. A courtyard, there are also rockery, pool, grass, trees, waterfalls and so on. Similarly in the design configuration there are intense dynamic and quiet part. A shape that spreads or flows is "dynamic". Horizontal or vertically reinforced shapes are "static". These two shapes 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, and appropriate white space is left around it to emphasize its independence. Such an arrangement is generally used to place emphasis on the four corners of the picture. As a result, the "still" part has a strong presence even though it occupies only a small area.
9, a variety of contrasts
Contrasts also include curves and straight lines, vertical and horizontal, acute and obtuse angles, and so on. If the aforementioned contrast and these elements to combine and match, that is, to produce a varied picture.
10, start and accept
The space of the whole layout because of the relationship between the various forces, and produce dynamic, and then dominate the space. The shape of the dynamic and accept the dynamic of another shape, cooperate with each other, make the space change more vivid. When we build a rockery garden, we pay 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 receiving point to pay special attention to the balance, there must be appropriate changes in the strength of the good, if there is a party is too weak and weak can not be caused by **** Ming.
11, the figure and the ground when the reversal of darkness, the relationship between the figure and the ground will change each other. General printed matter are white paper printed dot words, white paper is called the ground, black lettering 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, white characters for the figure, which is the phenomenon of black and white conversion.
12, balance
Walking kicked a large stone, the body will fall due to loss of balance, 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 the parts of a good original work, and then compare and analyze it with the original work, we can easily understand the composition 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 shape, etc. In daily life, common things are indeed symmetrical, and it is not easy to see how the symmetry can be realized. In daily life, there are many symmetrical things, such as the configuration of Buddha statues or the configuration of shrines in Japanese shrines, etc. Symmetry reveals a high level of style. Symmetry reveals high style and stylized imagery.
14, emphasize
The same tone of the layout, 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 the text are organized, it looks boring, if you add illustrations or photos, such as a stone thrown into the calm water surface, resulting in a wave of ripples.
15. Proportion
Greek art is characterized by the "Golden Ratio", in the design of the building's length, width, height, and the type and position of the columns, if you can refer to the "Golden Ratio" to deal with the unique Greek architectural style, but also produce a stable and moderately tense visual effect. Length ratio, width ratio, area ratio and other ratios can produce the same function with other elements of the shape and express excellent imagery, therefore, it is important to use the appropriate ratio.
16, rhythm
Have *** through the impression of the shape, repeatedly arranged, will produce a sense of rhythm. It is not necessary to use the same shape, as long as it has a strong impression. Three or four occurrences can create an easy rhythm. Sometimes, a sense of rhythm is created by using a characteristic shape only twice over.
17, the center of gravity of the left and right
There is a subtle difference between the left and the right in human perception. This is because there is a place in the lower right corner where the attraction is particularly strong. When considering left-right balance, how to deal with this place becomes a critical issue. Human vision is more natural to the flow from top right to bottom left. When arranging text, leaving the lower right corner empty for headlines and illustrations creates a natural flow. If you reverse it it will be out of balance and look unnatural. This sense of balance between the left and right directions is probably somewhat related to people's habitual use of the right hand!
18. Centripetal and Diffuse
In our emotions, we are always aware of the center of things. Although we don't care to look at things, in our mind, we always want to detect the center part of it, as if it is so that we can have a sense of security, and this constitutes the centripetal vision. Generally speaking, the centripetal type seems to be gentle, and it is also the way that we generally like to adopt, but it is easy to become mundane. Centrifugal typography can be called a diffuse type. Examples of diffuse typography are common in typography with a modern feel.
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 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 this article font size decision, 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 too much emphasis on the contrast relationship, too much space reserved 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, wire
In accordance with the direction of the eyes or objects pointed to, so that the layout of the guide route, known as the wire. Designers in the production of the 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, the other forms are deformed. The corners of the angular version of the four corners are all right angles, giving people a very regular, less expression of the feeling that the 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, a circle drawn by rules and instruments has a hard texture,
but a circle drawn with bare hands has the beauty of a soft round curve.
23. Horizontal Line
At dusk, the horizontal line blends with the setting sun, and at dawn, the brilliant sunrise rises from the horizontal line. Horizontal line gives people the feeling of stability and calmness, no matter how things start or end, the horizontal line is always fixed to express the moment of stillness.
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 activity, with hard and sensible imagery, so that the layout appears calm and sharp. If verticality is unreasonably emphasized, it becomes cold and stiff, making it difficult to approach. Contrasting vertical and horizontal lines can make the nature of the two more vivid, which not only makes the picture compact, but also avoids indifference and rigidity, complementing each other's strengths and weaknesses, and makes the layout more complete.25. When looking at the bright scene outside from inside a dark cave on a sunny day or a cloudy day, the figures inside the cave are always shown in silhouette only, while the scene outside needs to be carefully depicted. This is the way to grasp both the daily 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
The speedy way of speaking is suitable for nightly newscasts, but not for masters of ceremonies, because there is too little white space in each sentence. The question of the amount of white space when it comes to layout is also key to advertising.
27, page rate
In the design of paper, this article used in the layout of the area known as the layout, and the layout and the proportion of the whole page area is called the layout rate. The amount of blank space on the impression of the layout, has a decisive impact. If the blank part plus more, it will make the tone improve, and stabilize the layout; less blank, it will make people have a lively feeling. If the design of information-rich magazine layout, the use of more blank, obviously not suitable.