Pop advertising originated from advertisements in American supermarkets and self-service stores. From 65438 to 0939, the American pop Advertising Association was formally established, and since then, pop advertising has gained a formal status.
Since 1930s, pop advertisements have frequently appeared in supermarkets, chain stores and other self-service stores, so they have gradually attracted the attention of business circles. After the 1960s, the supermarket, a self-service sales method, gradually expanded from the United States to all parts of the world, so pop advertisements also went to all parts of the world.
Pop advertisement is just a title, but as far as its form is concerned, in ancient China, the wine gourd and wine flag hanging outside the hotel, the banner hanging outside the inn, the medicine gourd, plaster or painted Ren Dan hanging outside the pharmacy, and the decorations on holidays and festive events can be described as the originator of pop advertisement.
The function of pop advertisement
1. new product notification function
Almost all popular advertisements belong to advertisements for new products. When a new product is sold, it can attract consumers' attention and stimulate their desire to buy by cooperating with other mass media and using pop advertisements in the sales place.
2. The function of arousing consumers' potential purchasing consciousness.
Although manufacturers have widely publicized their own enterprises or products by various mass media, sometimes when consumers step into stores, they forget the advertising contents of other mass media. At this moment, the use of pop advertising for on-site display can arouse consumers' potential awareness, recall the goods again and promote the purchase action.
3. Replace the functions of shop assistants
Pop advertising has the reputation of "silent salesman" and "most loyal salesman". The environment where pop advertisements are often used is a supermarket, which is an optional way to buy. In the supermarket, when consumers are at a loss to start with many commodities, an excellent pop advertisement placed around the commodities can faithfully and continuously provide consumers with commodity information, and can play a role in attracting consumers and urging them to purchase.
4. The function of creating sales atmosphere
Using the strong colors, beautiful patterns, outstanding shapes, humorous actions and accurate and vivid advertising language of pop advertisements can create a strong sales atmosphere, attract consumers' attention and promote their impulse to buy.
5. The function of enhancing corporate image
At present, some domestic enterprises not only pay attention to improving the popularity of products, but also pay great attention to the publicity of corporate image. Pop advertising, like other advertisements, can establish and enhance the corporate image in the sales environment, and then maintain a good relationship with consumers.
Classification of popular advertisements
There are many kinds of pop advertisements, and their classification methods are different. If classified by using functions, pop advertisements can be divided into the following four categories:
1. Hang pop advertisements;
2. The price card and display card pop advertisement of commodities;
3. pop advertisements combined with commodities;
4. Large standing pop advertisements.
Development trend of pop advertising
In recent years, pop advertising has shown the following development trends:
1. series of popular advertisements
In order to effectively cooperate with promotional activities and form a strong sales atmosphere in a short time, a single pop advertisement is no longer competent. Therefore, the simultaneous use of various types of series pop advertising media can rapidly increase the turnover, so now pop advertising has developed from single to series. Although China's pop advertising is still in its infancy, we should pay attention to this feature.
2 absorption and synthesis of new technologies
With the development of science and technology, new technologies, new processes and new materials are constantly emerging. Combining sound, light, electricity, laser, computer, automatic control and other technologies with pop advertising, a number of brand-new pop advertising forms have emerged. Using high-tech technology to make pop advertisements, although the cost is high, its effect is incomparable with ordinary pop advertisements.
3. Hand-painted popular advertisements
Hand-painted pop advertisements, as the name implies, are made by hand. There are many ways to make pop advertisements, which can be roughly divided into hand-drawn and mechanical processing. After 1960s, Japan began to sample the names and prices of commodities with hand-drawn pop advertisements centering on supermarkets. The appearance and application of Mike pen promoted the development of hand-painted pop advertisements and spread to other countries.
Hand-painted pop advertisement is a kind of pop advertisement in shopping malls. You don't need too much production cost, exquisite printing processing, just a little creativity and some simple tools, you can write beautiful pop advertisements by hand. Its characteristic is that it can provide commodity information quickly and communicate with customers, and its effect sometimes exceeds that of mechanically produced pop advertisements.
How to design vitamin e POP poster about pop
It is the abbreviation of English, which means "selling point advertisement". Its main commercial purpose is to stimulate and guide consumption and enliven the atmosphere of shops. Her forms include outdoor signs, exhibition boards, window posters, in-store tables, price lists, flags and even three-dimensional cartoon models. POP is often used in short-term promotion, with exaggerated humor and strong colors, which can effectively attract customers' views and arouse customers' desire to buy. As a low-cost and efficient advertising method, POP has been widely used. Production forms of>& gt& gtPOP: The production forms of POP include color printing, printing and hand painting. With the development of computer software technology, it shows beautiful and efficient advantages in artistic design and application, and can even imitate the graffiti effect of hand-painted artistic glyphs to the fullest, and can receive and dial LOGO pictures from digital cameras and scanners. Especially suitable for fast, efficient and low-cost production of selling points with large demand for POP. Application of>& gt& gtPOP: POP is mainly used in supermarkets and various retail terminal stores. At present, most large supermarket stores are printed into a unified template, and then the artist fills in the text content according to the requirements to meet the different use needs of boutique counters, which is very flexible and timely. Therefore, the general simple hand-painted POP is not competent and must be mass-produced in a modular way. At present, there is a trend of brand chain operation in product stores, and many of them operate synchronously with brand operators and manufacturers in product organization structure, promotion plan and store style. However, in the use of POP, many still advocate different copywriting and provide different discount information. Some stores even use yellow paper to write posters such as "good news" ... This obviously does not adapt to the trend of brand operation. Perhaps brand suppliers should consider more at this point.
POP hand-painted posters commonly used tools
To draw a beautiful POP poster, you can use the following tools to mix and match, and you don't have to use a specific tool. These are the basic tools for completing POP hand-painted posters, which can be bought in art stores or bookstores:
1. colored pen: there are two kinds of pens, namely, open-angle pen and round-headed pen.
2. Mack pen: A Mack pen, with two kinds of pens, i.e. corner pen and round pen, and three kinds of solutions, i.e. alcohol, water and oil.
Third, powder and crayons.
Fourth, pastel pen.
5. Colored pencils and sketch pencils.
Six, watercolor, poster color, round or flat marker.
Seven, brush, ink, color Dan.
Eight, pen knife, art knife, round knife, styling scissors, scissors.
Nine, double-sided tape, lipstick glue, transparent tape, paper tape, glue, photo glue, Taiwan Province Province glue.
Ten, cutting board, cutting steel ruler (30 cm, 70 cm, 100 cm each), small ruler, wave ruler, soft ruler.
Xi。 Compass.
Twelve, needle pen.
Thirteen, like white, correction tape, white paint pen, gold paint pen, silver paint pen.
14. Handbags and paper reels.
Combination factors of hand-painted POP posters
The combination factors of hand-painted POP posters can be roughly divided into the following categories:
I. Illustrations
(1) Theme Style
(2) Decorative style
(3) the overall question type
Second, the copy
(1) title
(2) Key tips
(3) content
How to write hand-drawn POP characters well
First, practice spelling and "draw bones".
Second, write with a hard pen → write with a round pen → write with a corner pen → practice with a soft pen.
Third, from top to bottom, from left to right, practice turning pens and joints.
Fourth, creative font practice.
5. Grid space allocation.
Sixth, font decoration.
Seven, reading.
Eight, first font → big poster → plane poster → three-dimensional poster → three-dimensional object
Seven, the use of computers and art.
In addition to hand-painted POP posters, computer-generated draft posters printed by color inkjet printers are also common recently. In addition to the overall output by computer, the characters printed by computer can also be used as a tool for producers who are not good at writing POP fonts during the day. With the use of computer software such as CroalDraw, Pagemaker and Quack, we can get many different computer words.
Marketing of hand-painted popular posters
Just because you wrote a POP poster doesn't mean the poster is successful. Time limit, the duration of posting and the location of posting all affect the effectiveness of this poster to convey information. If you make a very beautiful poster and post it for only one day, and the posting place is not where the target audience can see it, then the effect of the poster will be wasted. Hand-painted POP posters should not only be beautifully written, but also be carefully shot, because it takes a lot of effort to make them.
I can only teach you, not give it to you. Will support you! Come on!
How to draw a POP style poster? 1、PS
Photoshop mainly deals with digital images composed of pixels. With its numerous editing and drawing tools, you can edit pictures effectively. Ps has many functions, including pictures, graphics, text, video, publishing and so on.
In 2003, AdobePhotoshop8 was renamed AdobePhotoshopCS. 20 13 July, Adobe released a new version of PhotoshopCC. Since then, PhotoshopCS6, as the last version of AdobeCS series, has been replaced by the new CC series.
CorelDRAW
CorelDRAWGraphicsSuite is a graphic design software of Corel Company in Canada. This software is a vector graphics production tool software produced by Corel Company. This graphic tool provides designers with many functions, such as vector animation, page design, website production, bitmap editing, webpage animation and so on.
The software package provides briefings, color pages, manuals, product packaging, logos, web pages, etc. for professional designers and drawing enthusiasts; The intelligent drawing tools and new dynamic guidance provided by the software can fully reduce the user's manipulation difficulty, make it easier and more accurate for users to create the size and position of objects, reduce the click steps and save design time.
3、Excel
Office is often the standard for making document files. It has some functions that other products do not have, but other products also have functions that Office lacks.
Since Microsoft2007OfficeSystem in 2007, there has been a completely different user interface from the previous version. This interface is called Ribbon interface and has been used in MicrosoftOffice20 10, MicrosoftOffice20 13 and MicrosoftOffice20 16.
4、AdobeIllustrator
As the most famous vector graphics software in the world, it has occupied most of the global market of vector editing software with its powerful functions and considerate user interface. According to incomplete statistics, 37% of designers around the world are using AdobeIllustrator for artistic design.
Especially the application of PostScript technology based on Adobe patent, Illustrator has completely occupied the field of professional printing and publishing. Whether it is a designer of line drawings and professional illustrations, an artist who makes multimedia images, or a producer of Internet pages or web content, you will find its powerful functions and simple interface design style after using Illustrator, which only Freehand can compare with.
5、AdobeDreamweaver
DW is a WYSIWYG webpage code editor, which integrates webpage production and website management. With the support of HTML, CSS, JavaScript and other content, designers and programmers can quickly make and build websites almost anywhere.
AdobeDreamweaver uses the WYSIWYG interface and the editing function of HTML (an application under standard generalized markup language). Create, code and manage dynamic websites easily with a simplified intelligent coding engine.