1. What are the types of advertising design? 2. What are the technical production processes of different advertisements? 3. Investigation of various advertising materials? 4. Investigation of various

1. What are the types of advertising design? 2. What are the technical production processes of different advertisements? 3. Investigation of various advertising materials? 4. Investigation of various advertising production equipment. Advertising design is a profession, which is based on the application of computer graphic design technology and a new profession with the development of advertising industry. The main feature of this profession is a design activity or process that displays advertising elements such as images, characters, colors, layouts, graphics, etc., and combines the characteristics of the use of advertising media to express the purpose and intention of advertising through relevant design software on the computer. The so-called advertising design refers to the intermediate process from creativity to production. Advertising design is a combination of five elements: theme, creativity, language, image and foil. The ultimate goal of advertising design is to attract attention through advertising.

Advertising is different from general mass communication and publicity activities, mainly in:

1) Advertising is a communication tool, which transmits the information of a commodity from the production or business organization (advertiser) of the commodity to a group of users and consumers;

2) Advertising can be divided into public service advertising (free) and commercial advertising (paid);

3) The communication activities carried out by advertisements are convincing;

4) Advertising is purposeful, planned and persistent;

5) Advertising is not only beneficial to advertisers, but also to the target audience, which can enable users and consumers to obtain useful information.

Edit the 3I standard of this advertising design:

Influence (influence)

From the perspective of visual expression, visual effect is to attract readers and convey the benefits of products in their own language. A successful print advertisement should be very attractive on the screen, with scientific and reasonable colors, accurate and attractive pictures.

Information (information content)

A successful print advertisement accurately conveys the main points of interest through simple, clear and definite information content. The content of advertising information should be able to systematically integrate consumer needs, interests, support points and other communication elements.

Image (brand image)

From the perspective of brand positioning strategy, a successful print advertising picture should conform to the stable and unified brand personality and brand positioning strategy; The style and overall performance of different advertising versions under the same publicity theme should be consistent.

Editing this advertising design form-signboards-Advertising signboards have always had the same media characteristics from its beginning to today. It is characterized by being located in the downtown area. The better the location, the more pedestrians there will be, so the effect of advertising will be stronger. Therefore, the specific environment of the street sign is the road, and its object is the dynamic pedestrians. Therefore, street sign pictures mostly appear in the form of pictures and texts, which are eye-catching and concise, making people clear at a glance and have the visual effect of quickly capturing impressions. At present, the development trend of street sign advertisements is to gradually adopt computer design and printing (or computer direct printing). Its pictures are eye-catching and vivid, with strong three-dimensional sense, which reproduces the charm of goods, and is the most effective for establishing the city image of goods (brands), and it is convenient to post and communicate. The materials used also have the functions of rain and sun protection.

Neon advertising Neon advertising is one of the main forms of lighting advertising in outdoor advertising. Its media feature is to attract the audience's attention and improve the acceptance rate of information by using new technologies, new means and new materials. Neon advertisements are generally set at the highest point of the city, the roofs of buildings and the facades of shops. It not only plays the role of street sign advertisement and signboard advertisement during the day, but also plays the role of embellishing the city night scene with its bright and dazzling colors at night.

Public transport advertisement Public transport advertisement, such as vehicle and boat advertisement, is a widely used media in outdoor advertising, and its function of transmitting information can not be ignored. Advertisers can repeatedly convey information to the public with the help of such advertisements, so it is a high-frequency mobile advertising medium. In particular, buses travel to and from the main streets in the city center, and the advertising coverage on both sides of the vehicles or in front of and behind the vehicles is wide, and the advertising effect is particularly strong. Most of these outdoor advertisements still use traditional painting forms, combined with some computer printing and mounting methods.

light-box ad

The media features of light box advertisements, lamp post advertisements, tower post advertisements, street bell advertisements and bus shelter advertisements are all that light is used to illuminate lamps, placards and flexible materials to form one-sided, two-sided, three-sided or four-sided lighting advertisements. This kind of advertisement has beautiful appearance, simple picture and good visual effect.

5. Banner ads

6. Button advertising

7. Floating advertisements

8. Vertical advertising

9. Pop-up window advertisement

10. Free time pop-up window advertisement

Advertising design includes all advertising forms: two-dimensional advertising, three-dimensional advertising, media advertising, display advertising and other advertising forms.

Advertisements published, played, set up and posted in People's Republic of China (PRC) through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically including:

(a) the use of newspapers, periodicals, books, catalogues and other advertisements;

(two) the use of radio, television, movies, videos, slides and other advertisements;

(three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

(four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;

(five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements; advertisement

(six) mailing all kinds of advertising materials through the post office;

(seven) the use of gifts in kind for advertising;

(eight) the use of online e-mail, banners and other advertisements, a database marketing.

(9) Call center, a kind of database marketing.

(ten) the use of short messages (sms), MMS for advertising, a database marketing.

(eleven) the use of other media and forms to publish, set up and post advertisements.

(12) Some people still use oral advertisements.

Edit this paragraph classification according to the media classification 1. Print advertisement: including print advertisement and print advertisement. Print advertisements include newspaper advertisements, magazine advertisements, book advertisements, poster advertisements, flyer advertisements, product catalogues and organizational introductions. Printing and painting advertisements include wall advertisements, street sign advertisements, tool advertisements, packaging advertisements and calendar advertisements.

2. Electronic advertisements: mainly include radio advertisements, television advertisements, movie advertisements, computer network advertisements, electronic display screen advertisements, neon lamp advertisements, etc.

3. physical advertising: It mainly includes physical advertising, window advertisement and gift advertisement.

Location classification 1. On-the-spot advertisement refers to the advertisement set inside and outside the sales place. Including window advertisements, shelf display advertisements, indoor and outdoor colorful flag advertisements, cartoon advertisements, giant commodity advertisements, etc.

2. Non-sales place advertising: refers to all forms of advertising that exist outside the sales place.

According to the content of the advertisement, 1. Commercial advertising: Commercial advertising is the most common form of advertising, and it is also the key object of theoretical research in advertising. Commercial advertisements aim at selling commodities and provide consumers with commodity information.

2. Cultural advertisements: advertisements that spread science, culture, education, sports, press and publication, etc.

3. Social advertisements refer to advertisements that provide social services. For example: social welfare, medical care, social insurance, marriage, missing persons, loss reporting, recruitment, house change, etc.

4. Government announcement: refers to the announcement issued by government departments, and also has the function of advertising. For example, public information released by public security, transportation, courts, finance, taxation, industry and commerce, health and other departments.

According to the purpose of advertising, 1. Product advertisement: an advertisement that introduces the characteristics of products to consumers and sells products directly, with the aim of opening up sales and increasing market share.

2 * * * Advertisement: refers to the advertisement aimed at establishing a good social image of the organization, so as to increase the public's confidence in the organization and establish its reputation.

Expression classification 1. Photo advertisement: mainly includes photography advertisement and information advertisement. Expressed in a realistic and creative form.

2. Text advertising: refers to the form of expressing the content of the advertisement with creative words. Text advertisements can give people space for image and association.

3. Performance advertising: refers to the advertising form that uses various performing art forms to achieve the purpose of advertising through the artistic rendering of performers.

4. Speech advertising: refers to the advertising form that uses language art and skills to influence the public. It is impossible for most forms of advertisements to exaggerate advertisements in a specific range without using lobbying language, only aiming at a certain aspect or even a certain point of the enterprise or product.

5. Comprehensive advertisement: This is an advertisement that combines several advertising forms to make up for the deficiency of a single art form.

By advertising stage, 1. Advocacy advertising: Also known as original advertising, it aims to open up new product markets or guide new ideas to the market. The point of this kind of advertisement is to let people know.

2. Competitive advertising: also known as comparative advertising, it shows the advantages of its own products by comparing with others' products, so that the public can subscribe selectively. This kind of advertisement emphasizes the uniqueness of its own products. Many countries have certain restrictions on comparative advertising in advertising legislation.

3. Prompt advertisement: Also known as reminder advertisement and memo advertisement, it means that after the goods are sold to a certain stage, the goods are well known to the public, and the names of the goods are often prompted to the public to promote the sales of the goods.

In addition to the above classification, there are many other classification methods for advertisements. According to the method of advertising appeal, advertising can be divided into rational appeal advertising and emotional appeal advertising; According to the speed at which advertisements produce effects, advertisements can be divided into timeliness advertisements and procrastination advertisements. According to the influence of advertisements on the public, advertisements can be divided into impression advertisements, explanatory advertisements and emotional advertisements. According to the target audience, advertisements can be divided into: advertisements aimed at children, youth, women, high-income class and working class; According to the requirements of advertising in communication time, advertising can be divided into opportunistic advertising, long-term advertising and short-term advertising.

Please refer to the following steps for how to design an advertisement when you receive a job:

1, what are you going to do?

2. What do you hope to achieve?

3. What would you do to achieve this goal?

4. What kind of creativity do you want to use to strengthen this purpose?

5. What design do you use to express your creativity?

6. What kind of typesetting do you use to assist your creativity?

Don't turn on the computer until these six steps are completed. Think with the simplest lines. What is a "plump" design? The meaning of "full" does not mean that a page is full.

Every design must contain an idea, which is supported by "product characteristics", "target consumer groups" and "selling points". The whole design revolves around it, unified in a center, interlocking, from shallow to deep or from deep to shallow, step by step, regular, rhythmic and focused, which can be regarded as a "complete" design. Make a "waste-free" design

Most designs consist of pictures and copywriting. Before designing, you must fully understand the copy, read it through, and then start the next step. Because the most ideal result you need to achieve (in terms of design itself) is the perfect combination of pictures and copywriting. Only in this way, the purpose of advertising will not be biased.

Move, don't let the content of the copy deteriorate, and give play to the original flavor of the advertising copy. Advertising does not allow you to have any waste (expensive).

What is design disjunction (typesetting)?

Good typesetting won't make any elements isolated and helpless. For example, if the bottom (paper) on which a good typesetting is based is removed and the main elements in the layout are moved up and down, then other elements will be greatly improved, and they are all interrelated and interactive. This also explains why the modification of any one element in the design will adjust other elements accordingly. The design is very rigorous, and there is no room for carelessness.

Publish, broadcast, set up and post advertisements in People's Republic of China (PRC) through websites, newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically including:

(a) the use of websites, newspapers, periodicals, books, directories and other advertisements;

(two) the use of radio, television, movies, videos, slides and other advertisements;

(three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

(four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;

(five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements;

(six) mailing all kinds of advertising materials through the post office;

(seven) the use of gifts in kind for advertising;

(eight) using other media and forms to publish, set up and post advertisements.

originality

With the sustained high-speed economic growth, expanding market competition and escalating competition in China, the advertising design pattern has entered the period of "intelligence" war, and advertising has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" has become the most popular vocabulary in China advertising industry. "Creativity" means "creativity" in English, which means creating, creating and causing. "Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagery of advertising theme creativity.

In order to better understand "advertising creativity", it is necessary to explain creativity, image, representation and artistic conception.

The "idea" of outdoor advertising design refers to thoughts and ideas. In artistic creation, concept is the idea and viewpoint to be expressed in the work and the core of the content of the work. In advertising creativity and design, creativity is the theme of advertising, which refers to the idea that advertising wants to explain in order to achieve a certain purpose. It is an intangible and conceptual thing, which can only be expressed by means of tangible things. Any artistic activity must have two elements: first, the objective thing itself is the object of artistic expression; The second is to express the image of objective things, which is a means of artistic expression. And the conception activity that organically links the two is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol to convey objective information. On the one hand, it should accurately reflect the essential characteristics of the things being represented, on the other hand, it should be understood and accepted by the public. At the same time, the freshness of the image is also very important. In advertising creative activities, creators should also strive to find suitable artistic images to express the ideas of advertising themes. If the choice of artistic image is unsuccessful, it will be impossible to inspire regret and convince consumers through the communication of ideas.

An objective image that conforms to the idea of the advertisement creator and can be used to express the characteristics of goods and services is called representation when it is not used as a concrete form of expression. Representation should generally be familiar to the advertising audience, and it is best to have a general definition in real life, which can cause some objective image associations.

The image formed in people's minds, through the creator's feelings, emotional experience and understanding, penetrates into the certain meaning of subjective feelings and emotions, and is transformed into an image through certain association, exaggeration, concentration, distortion and deformation.

idea

The advertisements of public service advertising enterprises are aimed at the public. The public will be attracted by good advertising ideas and will never forget them. Therefore, enterprises and advertising planners should first analyze and understand people's living habits, national consciousness, education level, civilization cognition, emotional feelings and likes and dislikes when planning advertising strategies. Don't just focus on the psychology of a small number of consumers, but indulge their preferences too much (except in special circumstances) and neglect to convey creativity to the masses. Today's public are customers of different enterprises. Therefore, a good advertising idea will arouse people's admiration. At the moment when appreciation leads to high emotions, people's ideas and feelings will be integrated with what they appreciate, and the original subjectivity and prejudice will be dominated by this spiritual phenomenon in a short time. This phenomenon is easy to show when you rarely spend time with the people you admire most.

A good advertising slogan is the key to successful advertising. Meaningful and creative advertising slogans can be punned, and at the same time bring out the image of the company and emphasize the advantages of the products. Hong Kong Vitasoy Company's "Vitasoy Easy to Order Soda" is world-renowned. Over the years, the company's distinctive image and popularity depend on the eternal innovation and advertising charm of this successful slogan.

A good creative advertisement is not necessarily for novelty and novelty. Good ideas may sometimes be simple, sincere, kind and not exaggerated, which will convince people and make them successful. I remember more than ten years ago, there was a newspaper advertisement for a car rental company in America. The picture shows a big fish and a small fish, and the small fish is about to be chased and swallowed by the big fish. At this time, Xiaoyu turned to the reader and said confidently and sincerely, "eat small fish, a big fish, is an ordinary thing, but as a small fish, I will definitely try my best to fight for the chance of survival. Will you please support me? " I won't let you down. "This advertisement is very successful, and the company is getting bigger and bigger. The originality of this advertisement has become a classic because it makes full use of human sympathy and helps the weak. Advertising mainly understands the psychology of the masses and is good at using the plot. After seeing it, it can be successful with a light blow.

Advertising strategies sometimes take a long time to achieve. Don't be discouraged because there is not much response after the first advertisement, because it may be deployed for the shock of the second advertisement. The idea of advertising design is a philosophy of human communication. It will change with the needs of the times. There are no fixed forms and rules, and the established knowledge and methods can only be used for reference.

common sense

1, size comparison

The relationship between size and shape is one of the most important elements, which can almost determine the relationship between image and harmony. There is little difference in size, which gives people a gentle feeling, but there is a big difference in size, which gives people a distinct feeling and a strong feeling.

2. Contrast between light and shade

Yin and yang, positive and negative, day and night, etc., such comparative sentences can make people feel the relationship between light and shade in daily life. Newborn babies can only distinguish light and shade visually at first, while animals such as cows and dogs can only simply distinguish black and white, but they can't easily distinguish chromaticity or hue. So light and shade [black and white] is the most basic element in color sense.

3. Thickness comparison

The thicker the font, the more masculine it is. If it represents fashion and women, it is usually expressed in small print. If the weight of fine words increases, the coarse words will decrease, so that the collocation looks brighter.

4. Comparison between curve and straight line

The curve is full of softness and relaxation; The straight line is hard, sharp and masculine. In nature, the two are properly mixed. Usually, we don't pay attention to this relationship. However, when a curve or a straight line emphasizes a certain shape, we have a deep impression and corresponding emotions. So in order to deepen the impression of the curve, we often use some straight lines to emphasize it. In other words, a few straight lines will make the curve more eye-catching.

5, the contrast of texture

In ordinary people's daily life, we may rarely hear the word texture, but in art, texture is a very important shaping factor. Such as a sense of relaxation, smoothness, wetness, etc. Are descriptions of texture. Therefore, texture not only expresses emotion, but also blends with it. When we observe a painter's works, we often pay attention to the composition of color and painting. In fact, texture is the main factor that determines the style of the work. Although colors or objects will change, the basic texture is closely related to a painter's nature and is not easy to change. It is easy for laymen to overlook this point. In fact, this is the most important basic element, and it also has the strongest influence on emotion.

6. Comparison of positions

Placing an object on both sides of the picture can not only play an emphasis role, but also produce contrast. There are potential power points in the top, bottom, left, right and diagonal of the picture, and the hidden power can be displayed by arranging photos, titles or signs and marks. At this power point. Therefore, in the potentially opposite position, placing completely different modeling elements can show contrast and produce a compact picture.

7. Comparison between master equipment and slave equipment

Layout design is the same as stage design. When the relationship between the protagonist and the supporting role is clear, the audience's psychology will settle down. Clearly indicating the master-slave technique is a very orthodox composition method, which will make people feel at ease. If the relationship between the two is vague, people will be at a loss. On the other hand, if the protagonist is too strong, he will lose his sense of movement and become a vulgar picture. The protagonist in the play will be known to everyone at a glance. If the layout can also show who is the protagonist, it will make readers know more about the content. Therefore, the master-slave relationship is the basic condition of design and configuration.

8, dynamic and static contrast

The beginning of a story has a beginning, a description, a change and a result. In a courtyard, there are rockeries, pools, vegetation, waterfalls and so on. Similarly, there are intense dynamic and quiet parts in design and configuration. The shape of diffusion or flow is "dynamic". Horizontal or vertical rebar shapes are "static". The two are arranged in opposite places, and the "moving" part occupies a large area. The "quiet" part occupies a small area, leaving appropriate blanks around it to emphasize its independence. This arrangement is generally used to configure the key points of the four corners of the picture. Therefore, although the "quiet" part only occupies a small area, it has a strong sense of existence.

9, a variety of contrast

There are also various contrasts between curves and straight lines, vertical and horizontal, acute and obtuse angles. If we combine the contrast mentioned above with these elements, we can make a varied picture.

10, up or down

The space of the whole layout is dynamic because of various forces, and then dominates the space. Dynamic shape and dynamic shape cooperate with each other to make the spatial change more vivid. When we want to build a rockery garden, we should pay great attention to the outlet of running water, because the outlet of running water is the starting point of the movement, and the whole garden will be affected by it. When it comes to layout, the principle is the same, and the starting point and the receiving point will echo each other and coordinate with each other. The greater the distance between the two, the more obvious the effect, and both ends of the screen can be used. However, special attention should be paid to the balance between the starting point and the receiving point, and the strength should be appropriately changed. If one side is too weak, it will not cause * * *.

1 1, map and ground

When the light and shade of the advertising design picture are reversed, the relationship between the picture and the ground will change. Generally, printed matter is printed in Braille on white paper, in which white paper is called ground and black text is called map. On the contrary, sometimes the effect of anti-white characters is printed on black paper. At this time, the black background is the ground and the white characters are pictures, which is the phenomenon of black-and-white conversion.

12, balance

When walking and kicking a big stone, your body will fall down because you lose your balance. At this time, it is natural to stretch out a hand or a foot quickly to keep the balance of the body. According to this natural principle, if we change the position of each part of a good original and compare it with the original, it is easy to understand the composition principle of the sense of balance.

13, symmetrical

Starting from one point and spreading to the left and right at the same time is called left-right symmetry, which is called symmetry in English. Complex states such as vortex shapes can be developed by applying the principle of symmetry. In daily life, there are indeed many common symmetrical things, such as the configuration of Buddha statues or the configuration of Japanese shrines. Symmetry will show the image of Gauguin harmony and stylization.

14, emphasize it

The layout of the same style, without affecting the style, will have an emphasis effect by adding appropriate changes. Focus on breaking the monotony of the layout, so that the layout is full of vitality, vividness and change. For example, the layout is all arranged in words, which looks very dull. If you add illustrations or photos, it is like a stone thrown into calm water, causing waves of ripples.

15. The characteristic of proportional Greek art is "golden ratio". When designing the length, width and height of buildings and the types and positions of columns, if we can refer to the "golden ratio", we can produce a unique architectural style in Greece and a stable and moderately tense visual effect. Length ratio, width ratio, area ratio, etc. , can play the same role as other shaping elements, showing an excellent image. Therefore, it is very important to use an appropriate proportion.

16, rhythm

Shapes with the impression of * * *, repeated arrangement will produce a sense of rhythm. You don't have to use the same shape, as long as you are impressed. Three or four appearances can create a relaxed sense of rhythm. Sometimes only using feature modeling twice will produce a sense of rhythm.

17, left and right center of gravity

There are subtle differences between left and right in people's feelings. Because there is a particularly attractive place in the lower right corner. When considering the balance between left and right, how to deal with this place has become a key issue. Human vision is more natural for the flow from the upper right to the lower left. When arranging words, leave the lower right corner blank to arrange titles and illustrations, which will produce a natural flow. If it is reversed, it will lose its balance and appear unnatural. This sense of balance in the left and right directions may be related to people being right-handed!

18, centripetal and diffusion

In our emotions, we are always aware of the central part of things. Although we look at things carelessly, deep down, we always want to detect the central part, as if that's how we can feel safe, which constitutes the visual centripetal force. Generally speaking, heart-shaped looks gentle, which is also a popular way, but it is easy to become mediocre. Centrifugal typesetting can be called diffusion. Examples of common diffusion in modern arrangements.

19, jump rate

In layout design, the size of the title must be determined according to the content. The ratio of title to article size is called jump rate. The greater the jump rate, the more lively the layout; The smaller the jump rate, the higher the layout style. According to this scale, it is easy to judge the effect of layout. After the title and font size of this article are determined, it is also a considerable knowledge to consider the proportional relationship between the two sides and how to further adjust it.

20. Unity and harmony

If too much emphasis is placed on contrast, too much space is reserved or too many shaping elements are added, it is easy to cause confusion in the picture. In order to reconcile this phenomenon, it is best to add some * * * elements to make the picture have a * * * style and a sense of overall unity and harmony. Reusing things with the same shape can make the layout feel harmonious. If you put things with the same shape together, you can have a continuous feeling. The combination of them can produce a unified and harmonious effect.

2 1, conductor

According to the direction seen by the eyes or the direction pointed by the object, a guide line is generated in the layout, which is called a wire. Designers often use metal wires to make the whole picture more eye-catching when composing.

22, the formation of image

Generally speaking, the four-corner [corner version] is a standard form, and other forms belong to deformation. The four corners of the corner version are at right angles, giving people a sense of regularity and few expressions, while other deformations present various expressions. For example, a triangle that becomes an acute angle has a sharp and distinct feeling; The shape is close to a circle, and it has a gentle and weak feeling. The same curve also has different forms of expression, such as politeness, and the circle drawn with instruments has a hard texture.

But hand-painted circles have the beauty of soft circular curves.

23. Horizontal line

At dusk, the horizon and the sunset blend together, and at dawn, a brilliant sunrise rises from the horizon. The horizontal line gives people a sense of stability and composure. No matter the beginning or the end of a matter, the horizontal line always expresses a static moment.

24. Vertical line

The sense of activity of vertical lines is just the opposite of that of horizontal lines. Vertical lines represent upward activities, with a tough and rational image, which makes the layout appear calm and bright. If the verticality is unreasonably emphasized, it will become cold and stiff, making it difficult to get close. The contrast between vertical lines and horizontal lines can make their properties more distinct, which not only makes the picture feel compact, but also avoids the cold and rigid situation, complements each other and makes the layout more complete.

Photo 25, Sunny, Cloudy From a dark cave, when you look at the bright scene outside, the characters in the cave are always represented by outlines, but the scenery outside needs to be carefully drawn. This is to grasp the daily situation and differences at the same time.