Please help me analyze how these two print advertisements express their creativity through layout.

Layout design in print advertisements

Layout design is to design the necessary relationships between various elements

(illustration, logo, product name, color and other modeling elements and content elements such as title, slogan, expository text and enterprise name) to visually associate and configure these elements according to the requirements of the advertising theme. Layout design should consider its artistry on the basis of respecting the functionality of information transmission.

1. The purpose of advertisement layout design

The purpose of layout design is to arrange and deal with the layout of various theme contents in an artistic or orderly way

, so as to improve the visual impact of the layout and strengthen the inducement of advertisements to consumers. A strong and correct direction of communication

can catch consumers' attention and make them leave good examples and deep memories in consumers' psychology.

hino nagaichi summarizes the purpose of layout design as follows.

make effective configuration of the constituent elements so as to attract attention.

consider the layout and the size of the text to make it easy to read.

the picture should have a sense of unity and become a beautiful composition. In order to enliven the effect of this layout design, we must clearly grasp the main spear < P > shield.

2. Principles of advertising layout design

Layout design should not take the expression of inner feelings as the primary purpose like painting creation, but should act according to the functional requirements of the layout itself and the principles of layout design.

The most fundamental principle of layout design can be summarized as follows:

Concise and intuitive, vivid and touching

When layout design conveys a specific information, its visual elements (such as title, manuscript, graphics

, picture, color, etc.) are always intuitive and concrete. However, this intuition and concreteness cannot be interpreted as a simple listing of information in the layout

. The overall layout of the layout should be simple, concise, clear and clear at a glance, so that it can produce a strong visual impact and a simple and powerful appeal effect in an instant.

However, it is not enough for a page to be read by people. It must also try to impress the readers' inner feelings. The purpose of layout design is to make the layout and the information it carries enter an artistic touching atmosphere, so that readers are infected when reading

, thus turning enjoyment into an inner experience and naturally introducing thoughts into the cultural or artistic realm

to roam and think.

concise and easy to read, with emphasis on blank space

The layout design should not be complicated and messy. Layout can't put the cart before the horse compared with what it conveys. The rhythm of modern society is tense, so it is particularly important to be concise and easy to read. Don't pile up information, simplify by deleting complexity, and refine pictures and texts.

in addition, we should pay attention to the blank treatment in layout design. Blank processing not only makes the layout smooth and lively, sparse and orderly, and the layout is clear, but also has a very strong visual concentration effect, which is conducive to highlighting the focus of advertising appeals.

prioritize and highlight the theme

in any advertising arrangement, a clear subject must be highlighted among many elements, and it should

become the starting point of the audience's line of sight flow when reading advertisements as much as possible. In addition, it is necessary to guide the audience to read

with various signs in the arrangement, and gradually guide the audience to flow their eyes according to the visual process.

the proportion of the main elements is generally greater than that of the main elements. However, according to the advertising creativity, we can do the opposite

, and put the main elements in a particularly small but conspicuous position, so that they can play the role of "small but not small" main elements

and still occupy the main advantage in vision.

Sometimes, due to the special requirements for layout design, designers can make "on-demand

distribution" on the layout according to the materials in their hands, so as to improve the artistic quality of the layout. Grasping the principle of distinguishing priority from priority is mainly reflected in the flexible deployment and

placement of materials.

3. Layout design rules

"Layout space, due to the strength and intensity of people's visual attention, has formed an important and secondary difference. The position collar < P > comes first or the shape is obvious, which is easy to attract people's attention, so it is important; It is not easy to attract people's attention, so it is secondary. " Generally speaking, when people's line of sight moves < P > from upper left to lower right or other positions, their attention value is decreasing. Therefore, the reasonable guidance of visual process can achieve the purpose of

advertising more accurately and quickly.

The human visual center is different from the geometric center, which is above the geometric center and slightly off to the left. Therefore, when

is designed, the main body can be placed on the upper part and the left side to attract people's better attention.

when designing the advertisement layout, we can also guide people according to their visual laws, such as inducing people's sight through the guiding factors such as the movements of characters, gestures or arrows in the picture, so as to achieve good publicity

intentions.

4. Common types of layout

Just as composition is an important issue in all paintings, the primary issue in advertising layout design is what

composition form to adopt. It determines the one-sided structural form, and different compositions have different appeal effects. Here are some

common composition forms of advertising layout design.

standard style

This is the most common simple and regular type of advertisement layout, which generally arranges pictures

, titles, explanatory texts and logo graphics from top to bottom. It first attracts your attention with pictures and titles, and then guides you to read

explanatory texts and logo graphics, which conforms to the psychological order of people's cognition and the logical order of thinking excitement from top to bottom, and can

produce good reading effects.

positioning

this is a very common type of advertising layout design. Text and pictures are positioned separately and form a strong contrast. Or

left or right, or up or down, often used in graphic layout design. There are several positioning types, such as upper positioning, lower positioning, left positioning

, middle positioning and right positioning. Positioning is very consistent with people's line of sight flow order.

Oblique type

When composing, all the components are inclined to the right or left properly, so that the line of sight flows up and down, and the picture is dynamic.

Axis type

This is a symmetrical composition form, with the title, picture, explanatory text and title figure placed on both sides of the axis line or figure, which

has a good sense of balance. According to the law of visual flow, the design should focus on the upper left or lower right

chessboard type

When arranging the layout, the one-sided part will be divided into several equal square shapes. They are obviously different from each other, and they are designed in a chessboard

style. This arrangement is only used to introduce a series of products or the reactions of different people after using the products, etc. When making this

design, we should pay attention to the sense of movement and rhythm in different areas, and make adjustments and differences in color and graphic size.

text style

in this arrangement, the text is the one-sided subject, and the pictures are just embellishments. When designing, we must strengthen the appeal of the advertising plan, at the same time, the font is easy to read, in line with people's reading habits, and make the graphics play the role of icing on the cake and making the finishing touch.

Use a picture to occupy the whole page. The picture can be the image of an advertising character or a specific scene needed by advertising creativity.

Add the title, explanatory text or logo graphics directly to the appropriate position of the picture. In this layout design,

we must pay attention to the selection and production of high-quality pictures that express the creativity of advertisements, which is decisive for the perfect visual effect

.

font style

when arranging, the product name or logo graphics are enlarged to make them the main visual elements in the layout.

this change can increase the interest of the layout, break the theme of the advertisement and make people impressed. Try to be concise and clever in the design.

freestyle

composition should be irregularly arranged on the layout, with no clear rules, vivid and flexible, forming a casual

relaxed visual effect. When designing, we should pay attention to the unified atmosphere, carry out similar treatment of colors or graphics, and avoid disorder

and arbitrary stacking? . At the same time, it is necessary to highlight the subject and conform to the laws of visual process, so as to achieve the best appeal effect.

horizontal style

This is a quiet and calm layout, which is placed horizontally in the layout. The same bottle, placed vertically and horizontally, will produce different visual effects.

The elements in the cross

image are interspersed with each other, forming a balance that does not follow logical laws. It's not only the cross

of composition, but also the cross of colors. Through the cross arrangement, the theme is highlighted, which can leave a deep impression on the viewer.

Background formula

In the layout, the physical objects (raw materials), patterns or certain texture effects are first drawn as the overall background of the layout, and then

the title, explanatory text and other elements are placed on it.

directive type

The structural form of this layout has obvious directionality, which can be composed of arrow-shaped pointing

or the dynamic trend of the advertising image pointing to the advertising content, playing an obvious directional role.

Repetitive

Repetitive elements are attractive, which can make the layout feel rhythmic and add interest to the picture.

The above expressions are the most basic in layout design. However, in most cases, the design rules of layout design penetrate and interact with each other. Designers should master these rules, draw inferences from others, and create

a novel and unique layout design.

Layout design of print advertisements

Layout design is to design the necessary relationship between various elements (illustrations, logos, product names, colors and other modeling elements and content elements such as titles, slogans, expositions, and corporate names) to convey the content according to the requirements of the advertising theme, and to visually associate and configure these elements so that they can appear harmoniously on a page and be named to complement each other. Layout design should consider its artistry on the basis of respecting the functionality of information transmission.

the purpose of advertising layout design

the purpose of layout design is to arrange and deal with the layout of various theme content in an artistic or orderly way. In order to improve the visual impact of the layout, strengthen the inductive power of advertising to consumers, and convey the direction effectively and correctly can grasp the attention of consumers and make them leave a good impression.

Nagano summarized the purpose of layout design in the following aspects:

Make effective configuration of the elements to attract people's attention

Consider the configuration and the size of the text to make it an easy-to-read article

The picture should have a sense of unity and become a beautiful composition. In order to enliven the effect of this layout design, we must clearly grasp the main contradiction

The principle of advertising layout design

Layout design should not take the expression of inner feelings as the primary purpose like painting creation, but should be summarized as follows:

Concise and intuitive, vivid and touching

When layout design conveys a specific information, its visual elements (such as title, manuscript, etc. However, this intuition and concreteness cannot be interpreted as a simple listing of information in the layout. The layout should be simple, concise, clear and clear at a glance, so that it can have a strong visual impact and a simple and powerful appeal effect in an instant.

However, it is not enough for people to read the layout, it must also try to impress the readers' inner feelings. Layout design is to make the layout and the information it carries enter an artistic touching atmosphere, so that readers are infected when reading, thus turning enjoyment into an inner experience and naturally introducing thoughts into the cultural or artistic realm to roam and imagine.

concise and easy to read, with emphasis on blank space

The layout design should not be complicated and messy. Layout can't put the cart before the horse compared with what it conveys. In modern society, it is very important to be concise and easy to read. Don't pile up information, simplify by deleting complexity, and refine pictures and texts.

pay attention to blank handling in layout design. Blank processing only makes the layout smooth and lively, dense and orderly, and the layout is clear, and it has a very strong visual concentration effect, which is conducive to highlighting the focus of advertising appeals.

prioritize and highlight the theme

In any advertising arrangement, a clear subject must be highlighted from multiple elements, which should be the starting point of the audience's line of sight flow when reading advertisements as much as possible. Otherwise, it will easily lead to the audience's line of sight flow deviating from the designed guidance route. Here, it is necessary to guide the public to read with various signs in the arrangement, and gradually induce the audience to flow their eyes according to the normal process.

the main elements are generally larger than other elements in proportion. However, according to the advertising creativity, we can do the opposite, and put the main element in the contrast form on the total score that is particularly conspicuous when urinating, so that it can play the role of the main element of "small but not small" and still occupy the main advantage in vision.

Sometimes, due to the special requirements for layout design, designers can "allocate according to their needs" according to the materials in their hands, so as to improve the artistic quality of layout. Grasping the principle of distinguishing priority from priority is mainly reflected in the flexible deployment and placement of materials. Free layout design in advertisements

What is free layout design? ?

Literally, it means design without any restrictions. It is a design way that the elements of the layout are freely combined and arranged. From the historical point of view, free layout design is a new design method, which breaks the constraints and limitations of classical design and grid layout design, and is a contemporary avant-garde format and style. The existing layout design method, the oldest of which is the classical layout design represented by German Gutenberg 5 years ago, is characterized by the symmetry of the left and right pages with the mouth as the axis, and the layout of the text is strictly limited. There is a uniform size standard for word spacing and row spacing, and the inner and outer white edges of the foot of the ceiling form a protective frame according to a certain proportion. There are strict corresponding standards for the depth of text ink and the black-and-white relationship of pictures embedded in the heart of the edition. Classical layout design has dominated Europe for hundreds of years in the history of book design, and it still has a great market today, and it has not been completely eliminated because of the development of the times. Grid design, accompanied by modern civilization, originated in western European countries in the early 2th century and was perfected in Switzerland in the 195s. The formation of grid design style can not be separated from the profound influence of architecture. Its style is characterized by using the proportional relationship of numbers and dividing the plate center into countless grids of uniform size through strict calculation. Divide it into one column, two columns, three columns and more columns to arrange words and pictures in it, so that the layout has a certain rhythm change and produces a beautiful rhythm relationship. Grid design is scientific and serious in practical application, but it will also bring dull negative effects to the layout. Designers should be suitable when using grid design.