Detailed classification categories of graphic advertising design expression forms, creative techniques, screen expressions, etc.!

As far as its form is concerned, print advertising is just a way of transmitting information and a medium between the advertiser and the audience. The result is to achieve a certain commercial purpose or political purpose. Advertising is playing a vital role in the rapid development of the economy. Developed countries are indispensable. Of course, advertising is a special product of modern human life. Different people have different opinions and the wise have different opinions. But we must face the fact that advertising may occur at any time in our daily lives. After receiving advertising information, you will see advertisements everywhere when you open a newspaper, turn on the TV, or surf the Internet. It can be said that it has penetrated into every aspect of our lives. People in modern cities have become accustomed to this kind of life.

Modern advertising has developed for a hundred years since the mid-19th century. After the European Industrial Revolution, with the development of printing, colored slate and screen printing technology were widely used; the economic boom brought about the prosperity of the market. People's demand for advertising has also greatly increased, which laid the foundation for the rise of modern advertising. With the emergence of radio and television, the forms of advertising have also become diversified and three-dimensional. Today's advertising has tended to be more sophisticated in economically developed countries. Mature, it has formed a complete system in terms of theory and practical operation, and plays an important role in economic and political life. In the face of many forms of advertising, as a professional engaged in graphic design, we should have an overall understanding of advertising. Have a basic understanding to grasp the characteristics of different advertising forms and better utilize their advantages.

On the whole, advertising can be divided into media advertising and non-media advertising. Media advertising refers to advertising through the media Advertising to spread information, such as television advertising, newspaper advertising, radio advertising, magazine advertising, etc.; non-media advertising refers to advertising media forms that directly face the audience, such as street sign advertising, graphic poster advertising, point-of-purchase advertising in commercial environments, etc. Different advertising forms have different design requirements.

Graphic advertising design occupies an important position in non-media advertising, and it is also a course that must be mastered to learn graphic design, both in terms of expression and form. The content of expression is very broad. The forms of expression can be diverse, unlike painting, which is limited by a certain medium. Painting, photography, collage, all forms can be used by me, realistic and freehand. , abstract, and various means can be used to their strengths. This does not mean that graphic advertising design has a distinctive personality, because advertising creation is a fashion art, and its works must reflect the trend of the times, and designers should maintain professional sensitivity. , absorb nutrients from different art forms, and create works that are both in line with public aesthetics and the trend of the times. Advertisements are also very wide-ranging in terms of performance content, ranging from national policies and policies to as small as a product, they can be expressed Objects. The specific content can be political propaganda, environmental protection, culture and sports, movies and dramas, beverages and food, home appliances, travel and sightseeing, etc. There can be many more to list like this, which seems a bit complicated. I have also tried to divide the content into several categories, such as cultural categories, product categories, etc. In fact, when we face an advertising work, you will find that the content is not independent. For example, a product advertisement may be advertised from an environmental perspective, so , there is no need to divide the content too clearly. If a specific content is placed in a fixed range, it may limit our creative thinking. The reason why we list it like this is to illustrate the scope of print advertising design, which starts from Different angles pay attention to people's lives, which is why we say that it occupies an important position in non-media advertising.

After having a preliminary understanding of the nature, form, and content of print advertising, we should Understand its basic creation rules. In summary, print advertising creation includes two aspects, creativity and expression. Creativity refers to thinking ability, and performance refers to modeling ability. They are conceptually different, but in the creative process It is unified again. The reason is very simple. If there is only one idea and no modeling ability, no matter how good the idea is, it is impossible to express it. On the other hand, if there is no creativity and aesthetic awareness, the idea is very absurd and cannot be expressed. OK. In addition, if you only have modeling ability and lack of creative thinking, it is impossible to call it advertising design, because advertising has a strong functionality, and the most basic function is to convey information. How this information is conveyed reflects creative thinking. Ability. Modern advertising is no longer just a simple informing function. Unique creative thinking and appropriate performance are the key to the success of an advertisement.

Key. Therefore, the two are different and unified with each other. The cultivation of these two abilities is highly professional.

Edit this paragraph requirements

The design is purposeful Planning, graphic design is the use of visual elements (text, pictures, etc.) to spread the ideas and plans of advertising projects, and to express the appeal of advertisers to target customers through visual elements.

The quality of graphic design is in addition to In addition to inspiration, what is more important is whether the appeal points are accurately expressed and whether they meet commercial needs.

Plain advertising, if defined from the concept of space, generally refers to the existing two-dimensional advertising of length and width. Advertisements of various advertising media that convey visual information; if defined from the production method, they can be divided into three forms: printing, non-printing and photoelectric; if defined from the place of use, they can be divided into outdoor, indoor and visible There are three portable forms; from a design perspective, it includes elements such as copywriting, graphics, lines, colors, and layout. Print advertising has become the main means of expression because it conveys information concisely and clearly, and can capture people's hearts instantly. 1. Graphic advertising design requires the means of expression to be condensed and symbolic in creation. An excellent graphic advertising design has a sense of novelty full of contemporary consciousness, and has unique expression techniques and emotions in design.

< p>The excellence of advertising design plays a key role in the accuracy of advertising visual communication information. It is an indispensable and important link in advertising activities to deepen and visualize advertising planning. The ultimate purpose of advertising is to pursue advertising effects, and The key to the effectiveness of advertising lies in the success or failure of advertising design. The task of modern advertising design is to clearly and accurately convey the information of goods or services through fascinating artistic expressions and establish an image that is conducive to sales based on the requirements of corporate marketing goals and advertising strategies. The brand image and corporate image.

Edit the elements of this paragraph

The composition of print advertising is composed of dots, lines and surfaces.

Excellent print advertising works , it should be a harmonious combination of dots, lines and surfaces. It also does not lose the general appearance and does not feel different. It is suitable for the public.

It can also be said to be pictures and copywriting.

Between pictures and copywriting Simple combination of time, in order to meet the requirements of designers and demanders.

Edit this paragraph design software graphic advertising design software

Main content: Photoshop, commonly used by advertising companies, Illustrator, PageMaker, Freehand, CorelDraw and other design software.

Photoshop: Learn image processing, editing, comprehensive use of channels, layers, paths; image color correction; use of various special effects filters; special effect words Production; image output and optimization, etc., flexibly use layer styles, fluid deformation, fade and mask to create ever-changing image special effects.

PageMaker: Learn the basic rules, usage and usage of layout design Techniques, use of toolboxes and shortcut keys, menu functions and operating techniques, precautions for output of publications, books, promotional pages, film output, and advanced professional typesetting and production methods for newspapers and magazines.

Illustrator : Learn graphic drawing, packaging, and promotional page production, allowing you to design LOGO and CI more conveniently. In less than a month, you will become a real art master. Learning it on the basis of Photoshop will be even more powerful and efficient. Increased exponentially.

Freehand: Whether it is personal work design, company logo, poster production, it can be easily completed and used in advertising, printing and other industries

CorelDraw: Through the full range of CorelDRAW9 Integrate advanced design and web functionality into existing design solutions, produce vector illustrations, designs and images, and brilliantly design company logos, presentations, color pages, brochures, product packaging, logos, web pages and more

< p>Graphic design——————————The key is to have bold attempts.

Edit this paragraph of advertising 3i standard Impact (impact)

From the perspective of visual expression Measured from a perspective, the visual effect is to attract readers and convey the benefits of the product in their own language. A successful print advertisement should have a very strong appeal on the screen, with scientific use of colors, reasonable collocation, and accurate pictures. Use and be attractive. But avoid abusing visual effects to attract

To attract readers' attention, the use of visual effects must closely and organically combine the advertising screen with the advertising appeal content.

The title is also a key weapon to gain the reader's attention and convey benefit information. The title must be Simple and clear, readers who have a busy day can quickly understand and understand. Obscure titles will lose the attention of a large number of readers. Advertisements without titles directly affect their recall and persuasiveness. DMB research shows that colorful theme slogans can help improve The attractiveness and recall rate of advertisements are also conducive to improving the appeal effect of key points of interest.

Information (information content)

A successful print advertisement is through simplicity, clarity and clarity The information content accurately conveys the key points of interest. The advertising information content must be able to systematically integrate communication elements such as consumer demand points, interest points, and support points. Readers do not need to work hard to find the content, when readers need to spend a lot of energy to understand the advertisement. When asking "What are you talking about?", the ad will lose a lot of readers; print ads should not distract readers with redundant content. If the ad piles up redundant content to distract readers, don't expect readers to take the initiative. to discover the efficacy of your product, because they are not used to doing too much extra thinking.

The role of the text is to support the benefit points mentioned in the title through vivid description, and to deepen the benefits through benefit support information The reader's impression of the advertising product is additional content. The text of the advertisement should be clear and easy to read. Text that is too compact or difficult to read will lose a large number of readers; small illustrations and subtitles can enhance the effect to a certain extent. Persuasiveness, but more is not always better; white space in the text is helpful for recall, but it is not conducive to persuading readers; humorous expressions can enhance the freshness and entertainment of the advertisement, thus improving the recall rate, but it cannot be abused and cannot be used as a The creative goal of print advertising

Image (brand image)

Measured from the perspective of the brand's positioning strategy, a successful print advertising image should conform to a stable and unified brand personality and conformity Brand positioning strategy; the creative style and overall performance of different advertising versions under the same promotional theme should be consistent and coherent.

The evaluation of advertising creation should be from the perspective of the readers, understanding them For the true feelings of advertising, put aside the professional perspective and return to the original point for analysis. The love of a few people or the amount of creativity spent can never be used as a criterion to evaluate the success of an advertisement. Even from a professional perspective, an advertisement may be perfect. , but it may not be acceptable and understandable for readers.

Edit this paragraph Advertising design ideas Design ideological shapes: the basis of visual expression Various graphics, images, and even text elements in the design works can be Refining it into the presentation of form, since form is usually first perceived and captured in human visual consciousness, it plays a leading and directional role in visually arousing and triggering thinking.

l. For various The cognition and understanding of shapes mostly benefit from the inspiration of nature. For example, the fullness, reunion and auspiciousness that a circle brings to us are closely related to the sun and moon; while the j-shaped shape has a tough and cold feeling. It is related to the character of the rock; the jumping waves and the winding paths make us realize the liveliness, smoothness, softness and feminine tenderness of the curves. This cognitive psychological basis is very important for accurately and quickly positioning the shape design according to the expressive intention. Very useful.

2. All shapes are summarized into four categories: points, lines, surfaces, and bodies.

The distinctive characteristics of points are positioning and cohesion, and their greatest charm lies in the formation of interest. The center attracts visual movement, thereby creating psychological tension and triggering potential ideas. The understanding of points can be analyzed at three levels: the first is the relativity of individual points, the second is the visual guidance effect of multiple points, and the third is the impact of the composition of points on The light, shadow and texture effects of the picture have an impact. Pissarro's "pointillism" painting can help understand this point. "Vision" mobilizes "tactile" and allows the two-dimensional design to convey "three-dimensional expression". In advertising design Lines play an important role in inducing psychological affinity and emotional resonance.

Print advertising

Line is the most basic component in design. Esthetician Winkelmann said : "The form of an object is determined by lines." The most emotional aspect of line language is to convey emotions, and the effect is stronger than dots. But lines are rational and have strong modeling power. The length, thickness, and Its shape, direction and various brushstroke effects characterize its character.

Grid, at the same time, represents a specific style and form, which can give us different feelings. Especially the composition relationship between multiple lines, that is, the arrangement and combination of lines, gradualness, turning, fading, directional extension, etc., can On the basis of shaping, it inspires continuous thinking, brings the beauty of rhythm and rhyme, and even produces some illusions and symbolic images. Face is the most direct design vocabulary in visual form, and its substantive content is better than point and Lines are more concrete and richer, and their sense of form and role in describing shapes are also stronger. Surfaces can be graphic, pictorial, patterned, symbolic and textual, allowing viewers to directly or indirectly appreciate and appreciate design ideas and The carrier of creative concepts. It conveys corresponding information, images, connotations, etc. in a personalized form. It is generally the refinement of the theme and main content of advertising design works. The configuration and combination of different shapes and surfaces in the design are also a way to create strange ideas. Wonderful ideas, an effective means to expand the perceptual space, reproduce the order of life, and explore the audience's thinking potential. In addition, another important point in thinking about the structure of the face is the relationship between the picture and the ground.

Returning the body The flat shape is a reminder of the design thinking of print advertising. The use of flat shapes to express three-dimensional space images is actually a "virtual body", which is caused by the visual illusion of depth. This illusion originates from the composition of the shape itself. The tension of space makes it a psychological space that can be felt at the intuitive level. Many dreamlike compositions in design are inspired by this, and some surreal and anti-traditional extraordinary thinking also originate from this. Design based on this kind of thinking is easier to Break the "set" of convention and experience and find the best entry point for information transmission.

3. The interconnections, influences and constraints between points, lines, surfaces and bodies. Between points The flow of sight has the feeling of lines. The distribution of multiple points or the different composition and combination of lines can form various forms of surfaces, and the turning, connection, and gradual formation of surfaces will bring about the appearance and characteristics of the body. In design Order and wholeness should be grasped. "Order" means "beauty", and "wholeness" means "zong". No matter how complex and diverse shapes are used to convey the whimsical meaning of a multi-element design, as long as it belongs to order and wholeness. Among them, the theme and intention of the design will reach the state of being self-evident.

Color: Creating the life of design

Color has the strongest intuition and the greatest synaesthesia. The interpretation of color from the perspective of design thinking should be the most delicate, subtle and skillful. There are thousands of colors that we can experience and design. There are seven basic colors: red, orange, yellow, green, cyan, blue and purple. Color plus the combination and matching of different attributes of black, white, and gray make our creativity and expression endless. There is a factor that cannot be ignored in perceiving color: visual physiology, that is, from a physiological point of view, self-regulation can satisfy various balances. For example: the eyes instantly The perceived "first impression color" is considered objective and accurate. The aesthetics of color emphasizes the simplicity and unity of color. The color discrimination in a neutral gray environment is greatly improved and the psychological stability and stability it brings are The sense of harmony, the blending of visual perceptions between colors with similar attributes, and the contrasting colors moving in opposite directions, etc., are all the results of the coordination and influence of visual physiology. Color contrast is strong, bright, and eye-catching posters, slogans with red letters on a white background, the sophistication and subtlety of "five colors of ink" in traditional Chinese ink painting, the principles behind dot plate making, the air-mixed imaging of color TV, etc.

More subtle, The potential psychological effect of color is color psychology, which is an interactive process between people and colors. For example: a certain hue that we intuitively feel may be created due to its own combination and matching or its personality attributes. It creates a color atmosphere, which is color information, just like some kind of sexual feeling such as cold and warm, soft and hard, light and heavy, space of advancement and retreat, etc. This shallow perception is people's memory and visual experience of life. The accumulated results, and with relativity. Further thinking will lead directly to concrete objects, such as the warm orange sunrise and the cold blue sea. However, at this time, they often have obvious personality characteristics and are intuitive to external information. The result will inevitably trigger people's emotional experience. For example, people who see red and think of fire will naturally experience a feeling of warmth and excitement. Vigorous color design can naturally guide people's emotional accumulation into a certain emotion. To achieve the goal, this process is called emotional association. Emotional association is a deep, mature, and relatively stable high-level psychological experience. The key to successful design lies in how to purposefully guide the audience to reach this level.

< p>The aesthetics of color should govern four aspects in design:

(1

) Simplicity of color. Simplicity of color is the first principle in design. Pure use of color will have a longer lasting charm. In principle, generally between 2 and 3 colors are used. (2) Rhythm and rhythm of color. Rhythm is changing. Order and rhythm are changes in order. The most charming use of color can be understood from music. The jumps and rhythms performed by seven notes and seven colors have many similarities in terms of emotional rendering, emotional stimulation and memory retention. Reciprocity.

(3) The primary and secondary colors and the hue. The clear priority reflects the nature of nature, and it has also become the order of thinking for people to understand and understand the attributes of things. It should also be used in the design of colors. The master and the slave. The key lies in where the design guidance is and what the theme is. The master and slave colors and basic tones of the picture should be created according to this idea in the design.

(4) Contrast and harmony of colors. Contrast and harmony This is the basic principle of using color in design. There are many factors that can adjust contrast in design, such as the three attributes of color brightness, hue, and chroma, the area size of color, the shape and direction of color, etc. There are several points that can be mastered to achieve harmony: First, Achromatic colors are the easiest to reconcile, such as the brushwork of traditional Chinese calligraphy, color separation in ink painting, etc. Secondly, pay attention to the charm of various colors in an achromatic environment. For example, gray, many colors will have a "color" flavor after being mixed with gray. In addition, dealing with the master-slave relationship and basic tones of lust are also the basis for achieving harmony.

Texture: a means of strengthening inner content

The diverse structures and organizational forms of things bring us different The perceptual experience is called texture or texture, which is mainly perceived through vision and touch. Paying attention to design elements, especially the successful reproduction or creation of the texture of main elements, plays a decisive role in strengthening the theme, expanding the connotation and revealing the essence, and can also enhance the attraction. Increase attention and even cause dramatic effects. There are two ways to express texture in designing pictures: reproducing texture and creating texture. The best way to reproduce texture is photography. Photography technology can accurately and truly restore the texture of the subject to the greatest extent, and even highly condense it. Refining fine characterization and creating texture mainly refers to the creativity and generation of visual texture in design. The key to success lies in the designer’s ability to refine, summarize, and imagine design elements, as well as the designer’s comprehensive texture literacy and techniques such as space transformation awareness and unit modeling ability. Including:

(1) Strengthen various contrasts, light and dark, convex and concave, and direction. For example, using the instability of color light of projection and flare, the overlap and mutual reflection of shapes and edges, and the gradual interweaving of thick and thin lines Arrangement, etc.

(2) Mobilize design factors, shape, color, light and shadow. Such as various texture composition methods of points, lines, and surfaces, the effect of enhancing contrast between different attributes of colors, etc.

(3) Use special structural forms, such as gaps, divisions, depth, levels, vertical and horizontal, density, overlap, etc.

(4) Use illusions and illusions. Such as the illusion of visual contradictions in space, The wave grating effect of visual persistence, the illusion of distance in visual experience.

(5) Simulate nature. The unique texture imprints of commonly used painting tools, the different texture effects of common painting techniques, and the feeling of simulated materials by computer design software Etc.

(6) Obtained by accident. Obtaining inspiration from inadvertent and accidental "works" of nature and reality, and obtaining texture feelings similar to destructiveness and randomness are sometimes very subtle, interesting, and even There will also be exaggerated dramatic effects.

Representation and creation of texture, no matter what method, the role of deepening the theme mainly comes from authenticity, richness and association. The beauty of texture lies in authenticity, authenticity Things are more likely to arouse trust and affinity. Texture expression can turn simplicity into richness. Visual texture can realize perceptual transfer, mobilize emotional associations and strengthen connotation.

Composition: the bridge between shape and taste

p>

There are many elements listed in print advertising layout design [1], but the general summary is very simple: that is, shape, color and quality of expression. The thinking of composition is to arrange, plan and structure these elements of representation into A whole. A good composition is a bridge that uses form to express meaning and shape to express taste. The purpose of this communication and connection of form and connotation is to reveal the theme and convey ideas. First of all, no matter how many design elements there are, they will move when triggered. The whole body. Between shapes and shapes, between shapes and colors, between colors and colors, as well as the expression of quality, are all interconnected and have synergistic effects. For example: the arrangement of a line of title text, using normal characters If the word spacing is placed vertically in the center of the picture, it can be regarded as an overall shape and the picture is divided with a central axis composition. However, if the word spacing is widened and the gradient font sizes are also distributed vertically, each word can feel a separate shape. The former is quite satisfactory. There is a balanced pair

It has a symmetrical sense of form, which is lively, jumping, with flowing sight guidance and radiating space. Its meaning and theme connotation are different, and can be reversely thought based on product positioning and target groups.

Secondly, the traditional form Laws and basic aesthetic laws should be regarded as the basis of thinking. For example, blank space, stability, the rule of thirds, the center of interest in the field of view, the guidance of the flow of sight, the principle of simplicity, the order in the unity of diversity, etc., are the basis for formal expression and soul touching. It is a shortcut to follow the methods and means of inducing the best connection through emotion. Advertising design explores unconventional compositions and super-experience techniques, which has become a starting point for contemporary thinking to create novelty, mark uniqueness, deconstruct dreams, and attract attention.

There are some commonly used types of arrangement, combination and layout planning of graphic advertising design elements, that is, basic composition patterns, such as standard type, central axis type, eccentric type, free type; text type, full picture type , directive type, scattered point type, etc. Some common types and idiomatic patterns have their own origins and foundations for their emergence and existence. They have their own characteristics and characteristics, as well as their own advantages and disadvantages. The key is to understand and grasp all kinds of The characteristic connotation and adaptation method of the composition method. In specific applications, the correct choice can be made by comprehensively considering relevant factors such as the theme appeal of the advertisement, information carrying, product characteristics, target objects, media characteristics, etc.

Creativity: Eternal memories and breakthroughs

For creativity, the starting point of every design is zero. The meaning of zero here has three levels: First, it is the starting point of thinking to return to the original and essence, and the source of creativity should start from the direct observation of objective objects. Accumulation rather than indirect experience; second, the way of thinking breaks the "set" of traditional habits and creates new ways of thinking; third, personality and breakthroughs in expression and communication. Print advertising creativity, wisdom, extraordinary, and originality mostly belong to this The thinking of "zero". This is a cycle of return and breakthrough, just like zero can be expressed by a circle with no beginning and no end connected end to end, representing eternity. It essentially means philosophical speculation and is the thinking basis of successful creativity. 1 , the starting point of creative breakthroughs. Creative breakthroughs lie in oneself. The essence of the often-talked about "sudden inspiration" does not lie in the "enlightenment" of the objective, external world, and physical images, but in the "enlightenment" of the subjective, inner, and mental aspects. "Enlightenment" and "enlightenment" "Enlightenment" is connected. The generation of advertising creative inspiration emphasizes its long-term accumulation. James Weber Young's metaphor of "the emergence of the magic island" in its gestation process helps us understand this point vividly. The corpse of coral grows The accumulation of coral reefs every year forms a "magic island" floating on the sea surface. This is a process from "here" to "there", from "quantity" to "quality". The accumulation process of quantity is long-term, gradual and potential. , but qualitative changes can be instant, sudden, and apparent. This kind of accumulation should be conscious, conscious, and all-round. For example: the study and in-depth understanding of advertising professional knowledge, psychology, physiology, etc. Targeted research, understanding of philosophical thinking methods, depth of thinking about aesthetics and art, awareness of natural, social, and humanistic knowledge, etc.

2. Sources of creative inspiration. Various wonders Although the "original" works of Simaoxiang can be called "creations" and "creations", they do not come out of thin air. They come from the "creative library", which is the source of inspiration. The most important breakthrough in the inspiration of creative design works The point is to find the design elements that are most consistent with the design theme and information conveyance, and to discover the essential relationship between the two. This inner connection may sometimes be potential, primitive, and subtle, but it is the most critical and important In this way, the entry point and expression method of the best performance can be easily captured.

3. Inspiration of creative thinking. Creative thinking is a conscious thinking process and targeted development initiated by intuition. The process of intellectual potential. The method of opening up ideas can start from the following aspects:

(1) Pay attention to the collection of advertising design works with different design styles, different creative features, different entry methods, and different expression techniques. , research and learn.

(2) Break the shackles of various subjective and objective limitations and thinking. The interweaving of rationality and madness is the fashion of today's commercial design, the basis of limitation is infinite, and the abandonment of original experience Being consistent with various habits and stereotypes is the prerequisite for all innovations and breakthroughs. (3) Pay attention to inspiring imagination. The reason why some strange, supernatural, anti-popular, and anti-regular expressions can easily attract attention and deepen memory is that they take advantage of human physiology. The law of interaction between induction and psychological cognition. For example: many surreal performances contradict people's normal and regular understanding of objective objects, and the balance from physiological induction to psychological perception is disrupted.

If people's thinking and association of intuitive experiences are blocked, their multi-dimensional imagination and curiosity of exploration will inevitably be stimulated.

(4) Many new, strange, unique and unique performances can always be discovered. Familiar elements and forms are all the result of new combinations of old elements in the new order. The decomposition and reconstruction of elements and the collage and integration of different objects can create endless variations and are commonly used effective techniques in design thinking. < /p>

(5) Get rid of conventional, rational, logical vertical thinking, try and study horizontal, divergent, reverse, paradoxical and other thinking styles. The mutual complementation and comprehensive use of multiple thinking styles will significantly improve efficiency. (6 ) Don’t ignore accidental revelations. Random graffiti on the wall, accidental connections between unrelated things, intuitive understanding of a certain representation, the process of change in the growth and decline of natural objects, interesting and humorous combinations and forms suddenly discovered, Strange effects unintentionally obtained during the computer design process are all valuable wealth.