Pop Hand-painted Illustration —— The Characteristics and Advantages of Pop Hand-painted Advertisement

What is a hand-painted popular poster? POP is the abbreviation of English "point _ f _ urchase", "purchase" is translated as "purchase", and "point" means "point". The whole sentence can be translated into "shopping point advertisement" and "pre-store advertisement" It is a fashionable and popular new advertising media, and its main commercial purpose is to stimulate and guide consumption and enliven the store atmosphere.

The picture below is a typical hand-painted POP.

How to make hand-painted popular posters popular

There are many ways and methods to make popular advertisements, and there are countless applications of materials. Among them, hand-painted POP is the most flexible, economical and friendly. The basic principle of making hand-painted POP is: 1, which is easy to attract attention; 2, easy to read; 3. You can know the focus of your appeal at a glance; 4. aesthetic feeling; 5. Have a sense of unity and harmony; 6. efficient.

First, various tools:

The choice and application of tools is very important. Choosing a good and suitable tool will often get twice the result with half the effort. Such as pasting tools, glue spraying can be used to deal with large-scale and wide-ranging pasting actions, which is far more efficient than double-sided pasting or glue pasting. How to make various tools play their own characteristics is something we must consider in advance. Another thing worth noting is the display tool. If the finished work is not displayed by the display tool, or the display effect is not good, then even the best work is in vain.

There are many kinds of materials and tools used to describe or write, each of which has its own unique expression and effect. Among them, the Mike pen is called a popular pen because it is easy to master and easy to write, while the flat-headed pen is soft and can write many popular styles, which is also welcomed by everyone.

All kinds of pens

Cutting tool

Measuring tool

Paste tool

Secondly, to learn to write popular fonts, we must abandon the previous writing methods, because the main appeal of popularity is that fonts are clear, concise and powerful, so there is no need to make fancy changes to fonts. In addition, for price POP, fonts can't be very different due to different writers, which is also the requirement of POP fonts for completeness, and personalized fonts are not emphasized. For different goods, the quality of fonts will have a certain impact on the specific sales of goods, which is not desirable. In popular posters, innovative and personalized pictures and fonts are needed to maximize reading rate and attract attention. In the application of color, we should also strive to be clean, not all kinds of colors. Generally speaking, there should be no more than four colors on a page. When doing POP, we must look at the problem from the perspective of consumers. As long as the most important price can be clearly expressed, it is the best POP.

With popular fonts.

Third, several aspects that should be paid attention to when writing POP:

1, when writing, write the full product name and indicate the specifications.

2. When writing the price, pay attention to the obvious size of the numbers before and after the decimal point.

3, to indicate the original price and current price, to reflect the extent of price reduction.

4. In principle, there should be no more than two items on a POP, otherwise the visual impact will not be realized.

5. Use no more than three colors, mainly red, blue and black.

Method for write theme words of hand-drawn pop song

Title writing

1, seek the completeness of the end structure of the word group: generally, the number of words in the title text of hand-painted POP posters should not be too many. For slightly more text titles, the font should not change too much, and the font size and spacing should be as consistent as possible to avoid affecting readability. If the title words are few, only three or five words or less, you can make great changes in the font or word group according to your own design requirements. At this time, you should pay more attention to the overall sense of the whole title word group structure and the balance of the whole group of words.

2. Artificially change the characteristics of the matching pen: Generally, the title characters are designed as thick fonts, but pen tools that can be used to write the title characters, whether flat pens, round pens, brush pens or thick POP advertising pens, have very different shapes and characteristics of the nib. Therefore, how to master the characteristics of pen tools, properly play the role of changing fonts and beautifying fonts, the most important thing is the proficiency of pens. Repeated practice and then considering the coordination of rhythm can make the font change natural and beautiful.

Draw the personality of this word: people have different personalities, and different types of goods or similar goods with different shapes, colors and textures show different personalities. Therefore, we must consider different commodities and draw personality according to their nature. For example, hand-painted POPs in cosmetics counters can use more feminine and slender fonts as titles; In the home appliance industry, hard-looking TVs, air conditioners and refrigerators can use tough and masculine fonts. If an antique teahouse is written with very modern characters, it doesn't match. Therefore, before writing, we should consider the nature and types of goods and shops themselves, so as to determine the font personality, such as elegance, novelty, softness, hardness, massiness, lightness, modernity and classicism.

4. Additional effects: Adding some auxiliary lines on the font or beside words will produce stereoscopic, overlapping, shadow and block effects. In order to avoid self-defeating, we must pay attention to two points:

There are many words in the title, and unnecessary effects should not be added.

Don't be grotesque in color, which makes it difficult to read, so as to maintain a generous and fresh aesthetic feeling.

Finish writing the words

Write a horizontal line first.

After adding vertical strokes, the dark part is where the strokes overlap.

Horizontal grip method

Vertical pen grip

Graphic design of flat stroke font

Use a pencil to write the calligraphy and painting first. At this time, we should pay attention to:

The strokes of 1 font should be evenly distributed and the shape should be as full and square as possible.

Draw strokes in two geometries as close as possible.

The three words should be compact, so that the whole title word becomes a group of words with a sense of integrity.

Hand-painted popular poster making

The original "post" of the poster was originally converted from the "post" attached to the post, and all notices posted on the post can be called "posters". In terms of design terms, "poster" and "poster" can be defined as "print advertising poster media" or "large print advertising posting".

POP advertisement is the abbreviation of Piontofpurchaseadvertising, which is translated into "point of purchase advertising" in Chinese. All advertisements displayed in places where goods are purchased are called popular advertisements. Their purpose is to attract consumers' attention, induce them to enter stores, and then stimulate their desire to buy. POP emphasizes the position of consumers and is an advertisement designed from the convenience of customers. Successful POP has the decisive ability to urge customers to buy goods, which is the end of advertising activities and the starting point of promotion.

Poster posting location can be freely selected, and several posters can be posted in one place to enhance the impression. Posters are not only easy to post, but also can be displayed for a long time, and can be repeatedly called to collect repeated effects. Fashion must be displayed at the place of sale, which is the biggest difference from posters. Although in a limited place, the scope of the performance is still full of infinite diversity.

This form of advertising can be seen almost everywhere, not only in supermarkets, but also in department stores, book centers, restaurants, fast food restaurants, fashion shops and other places, we can often see hand-painted popular posters. These do not require exquisite printing and huge production costs. Sometimes a simple hand-painted POP advertisement is much more effective than the decorative POP intentionally made by the manufacturer.

The task of hand-painted Popper:

1, to promote the attention and understanding of commodities and increase consumers' desire to buy, such as using illustrations, copywriting and colors.

2. Communicate brand, value, features, content and materials, such as features and materials.

3. Explain the usage of goods in detail so that consumers can understand and develop their needs.

4, with outstanding copywriting and written design, reminiscent of the excellent quality of goods.

5. Description and signs of commodities and sales places.

6. Show the image of the store and create a shopping atmosphere.

7. Create an in-store atmosphere and show a sense of season.

8. Cooperate with SP (Shop Promotion) activities, and use it in commodity display or performance to increase the performance effect.

And atmosphere.

9. The attraction of good quality and low price promotes mobile purchase, such as exaggerating price performance during sales.

Valid label location for POP:

1, the height around the eyes, can clearly distinguish the reading position.

2, the location of the mark should not damage the overall beauty of the goods, or hinder the delivery of goods.

3. The location of labels and promotional goods should be easily identified.

4. Effective use of ceiling space and the position of beam-column surface.

5. Use hand-drawn POP to restore the dead angle of the display.

Hand-drawn pop-up text of description text

Explanatory writing

In the design of Chinese font, in order to make its glyph stable and uniform and conform to the aesthetic principle, besides the basic strokes, the most important thing is to fully understand the structure of each part of the font and the configuration of the radicals, so that the strokes can correspond and be put on the shelves evenly, and become a set of practical and beautiful fonts.

Chinese characters are square fonts, which are arranged one by one by individual fonts, and can be arranged vertically and horizontally. When arranged vertically, the reading direction is from top to bottom, and then from right to left; Horizontal lines are from left to right, and then from top to bottom. Because it has two different directions, when there is a whole continuous text, readers are often uncertain about the reading direction. In order to avoid the above-mentioned undesirable phenomena, we should first determine the reading direction and reserve space between lines, or flatten or lengthen the text to form a visual effect with lines, so as to display the reading direction of continuous words and achieve readability.

There is no absolute standard for how wide a line should be, because there are several practical factors that may affect its variables, such as the type, thickness, size and variation of the font; How many words are used per line (length), the nature and length of the copy. These factors are interactive. Nevertheless, in the actual production of printed fonts, half a word (half a corner) to one word is usually the easiest to read, while hand-drawn fonts are shorter because of their larger fonts, and 3/4 words to 1/4 words are the most practical. Sometimes, in order to facilitate readers to read in turn, the arrangement of words must also consider its "moving line" and "leading line"

Hand-painted POP fine printing pens, such as thick signature pens and exotic pens with round heads, are generally used to describe more explanatory texts. If you want to describe them beautifully, you must pay attention to the following two points:

Draw the bottom line with a pencil first, then describe the text, which will be neat and beautiful.

Words must not be too far apart to have a sense of compactness.

If the explanatory text of hand-painted POP advertisements is arranged horizontally, it is usually described by the principle of "no words on the left and right, and lines on the top and bottom".

Hand-painted pop music arrangement and composition

Composition of common hand-painted POP;

Principle:

1, easy to attract attention.

2, easy to explain

3. You can know the key points and demands at a glance.

4. Beautiful

5. Very personal

Characteristics and advantages of pop hand-painted advertisements;

I. Notice of new products

Almost most popular advertisements belong to new product advertisements. 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.

Second, stimulate the purchasing consciousness.

Although various manufacturers have widely publicized their own enterprises or products by various mass media, sometimes when consumers walk into stores, they have forgotten the advertising contents of other mass media. At this moment, the use of pop advertising on-site display can arouse consumers' potential awareness, recall the goods again and promote the purchase action.

Third, change the sales staff.

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 faced with many commodities and have no way to start, excellent pop advertisements placed around the commodities can provide consumers with product information faithfully and continuously, thus attracting consumers and promoting their purchasing determination.

Fourth, create a sales atmosphere.

Using the strong colors, beautiful patterns, prominent shapes, humorous actions and accurate and vivid advertising language of popular advertisements can create a strong sales atmosphere, attract consumers' attention and promote their impulse to buy.

In summer, cosmetics companies make POPs with photos of bodybuilding girls lying on the beach tanned by the sun, and hang them in shops and cosmetics stores, so that consumers have a strong sense of season and realize that they also need to go to the beach to relax for a day, but it is even more necessary to remember to bring a cosmetics company's skin care products to protect their skin.

Verb (abbreviation of verb) promotes corporate image.

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.

Extended data

Brief introduction of advertisement

Pop music originated in the United States, and then became popular in Japan and Taiwan Province Province of China. Because after the First World War, the global economy was generally depressed and the market was depressed, advertising expenses became a huge burden for manufacturers and buyers and sellers. In addition, American supermarkets have sprung up like mushrooms after rain, and under the consideration of rapid economic changes, excitement and manpower, popular advertisements have gradually occupied other media.

Popular books and popular courses also came into being.

Popular advertising is the best shortcut to promote sales in shopping malls. All advertisements and promotional materials used in shopping centers to provide commodity information and promote the successful sale of commodities can be called POP advertisements.

Although pop music does not have the power of large-scale bombing like TV and newspapers, it is a media that can respond quickly to environmental changes. Because of its fast speed and rapid change, it has become one of the most effective means in commercial competition.

Reference source:

-Hand-painted pop music