What are the artistic characteristics of advertising design?

Features: Processing of images, text, and colors

Advertising design (occupation)

Advertising design is a profession based on computer graphic design technology On the basis of application, a new profession is formed with the development of the advertising industry. The main feature of this profession is to use images, text, color, layout, graphics and other elements to express advertising, combined with the usage characteristics of advertising media, to use relevant design software on the computer to achieve the purpose and intention of advertising. Graphic art A creative design activity or process. 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.

Design forms

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

Street sign advertising

From its inception to today, the media characteristics of street signs have always been consistent. Its characteristic is that it is set up in a busy area. The better the location, the more pedestrians there will be, so the effect of the advertisement will be stronger. Therefore, the specific environment of street signs is the road, and its objects are pedestrians in motion. Therefore, street sign images mostly appear in the form of pictures and texts. The images are eye-catching and the text is concise, making it easy for people to understand at a glance, and it has a visual effect of capturing impressions quickly. Today's development trend of street sign advertising is to gradually use computer design and printing (or computer direct printing). The pictures are eye-catching and lifelike, with a strong three-dimensional effect, reproducing the charm of the product, and are most effective in establishing the urban image of the product (brand), and are posted interchangeably. convenient. The materials used are also rainproof and sunproof.

Neon Advertising

Neon is one of the main forms of light advertising in outdoor advertising. Its media characteristics are the use of new technologies, new methods, and new materials. Features such as light, color, and dynamics can attract the audience’s attention, thereby increasing the acceptance rate of information. Neon signs are generally placed in eye-catching locations such as the highest points of the city, building roofs and store fronts. It not only plays the role of street sign advertising and signboard advertising during the day, but also plays the role of embellishment of the city's night scene with its bright and eye-catching colors at night.

Public transportation advertisements

Public transportation advertisements such as car and boat advertisements are a media that is frequently used in outdoor advertising, and their role in transmitting information is not limited. Neglected. Advertisers can use this type of advertising to repeatedly deliver information to the public, so it is a high-frequency mobile advertising medium.

Especially for public transportation vehicles that go to and from the main streets in the city center, advertisements are placed on both sides of the vehicles or on the front and rear of the vehicles. The coverage is wide and the advertising effect is particularly strong. Most of these outdoor advertisements still use traditional paint painting methods, combined with some computer printing and mounting methods.

Light box advertising

The media characteristics of light box advertising, lamp posts, tower advertising, street clock advertising and bus shelter advertising all use light to illuminate light sheets, posters and flexible materials. Bright, forming one-sided, double-sided, three-sided or four-sided light advertising. This kind of advertisement has beautiful appearance, simple picture and good visual effect.

Others

1. Banner ads

2. Button ads

3. Floating ads

4. Vertical advertising

5. Pop-up window advertising

6. Free time pop-up window advertising

Creativity

As China's economy continues to grow at a rapid pace Growth, market competition is expanding day by day, competition is constantly escalating, and business wars have begun to enter the period of "intelligent" wars. Advertising has also risen from the so-called "media wars" and "investment wars" to the competition of advertising creativity, and the word "creativity" has become China's The most popular common words in advertising. "Creative" means "creativity" in English, which means to create, create, and cause. "Creativity" literally means "creating images." From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, based on the advertising theme, through careful thinking and planning, using artistic means, creatively combining the materials at hand to create an image. In short, it is the visualization of the advertising theme.

In order to better understand "advertising creativity", it is necessary to explain ideas, images, representations and artistic conceptions.

"Ideology" refers to thoughts and ideas. In artistic creation, idea is the thought and point of view to be expressed in the work, and is the core of the content of the work. In advertising creativity and design, idea is the advertising theme, which refers to the concept that the advertisement should illustrate in order to achieve a specific purpose. It is an intangible, conceptual thing that must be expressed with the help of something tangible. Any artistic activity must have two elements: first, the objective thing itself, which is the object of artistic expression; second, the image of the objective thing, which is the means of artistic expression. The creative 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 that conveys information about objective things. On the one hand, it must reflect the essential characteristics of the things being represented more accurately, and on the other hand, it must be understandable and acceptable to the public. A 10,000-word research report was conducted on the guidance and direct or indirect behavioral concepts of creativity and artistic expression on consumers. There is an indelible connection between expression and art. At the same time, the novelty of the image must also be important. In advertising creative activities, creators must also try to find appropriate artistic images to express the advertising theme. If the artistic image selection is unsuccessful, it will be impossible to stimulate and persuade consumers through the communication of ideas.

An objective image that conforms to the ideas of the advertising creator and can be used to express the characteristics of goods and services is called an image when it is not used as a specific form of expression. The image should generally be familiar to the advertising audience, and it is best to be an objective image that has been commonly defined in real life and can arouse some common associations.

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

Once the representation is transformed into an image, it has a specific meaning and subjective color. The degree of reflection of the image on objective things and the creator's ideas is different, and the feelings it can induce in the audience will also be different. . The use of images to reflect the style and degree of objective things is called artistic conception. That is the state that imagery can reach. Artistic conception is an important guide to measure the quality of artistic works.

Principles

The principle of originality in advertising creativity. The so-called principle of originality means that in advertising creativity, one should not stick to the old ways and stick to the rules, but should be brave enough to be innovative and find new ways. Original advertising creativity has the greatest psychological breakthrough effect. The uniqueness and novelty are eye-catching, and its distinctive charm will trigger people's strong interest and leave a deep impression in the minds of the audience. Being remembered for a long time, this series of psychological processes conforms to the goal of the psychological ladder conveyed by advertising.

The effectiveness principle of advertising creativity. Originality is the first principle of advertising creativity, but originality is not the purpose. Whether advertising creativity can achieve the purpose of promotion basically depends on the efficiency of conveying advertising information. This is the effectiveness principle of advertising creativity, which includes understandability and relevance. Comprehensibility means it is easily accepted by a broad audience. When carrying out advertising creativity, one must be good at optimally combining various information symbol elements to make them moderately novel and original. The key is to find the best combination between "novelty" and "comprehensibility". Relevance refers to the memory-related connection between the image combination in advertising creativity and the advertising theme content.

Ideology

Enterprise advertising is aimed at the masses. The public will be attracted by good advertising ideas and will be unforgettable for a long time. Therefore, when companies and advertising planners plan advertising strategies, they must first analyze and understand the people's living habits, national consciousness, education level, civilized cognition, emotional feelings, likes and dislikes, etc. Don’t only target the psychology of a small group of consumers and overly accommodate their preferences (except in special circumstances), while neglecting to convey your creativity to the majority of the masses. Today’s masses are the customers of various companies. Therefore, a good advertising idea will make people appreciate it. When the arousal effect causes emotions to rise, people's concepts and emotions will resonate with the things they admire. The original subjectivity and prejudice will disappear in a short period of time. is dominated by this spiritual phenomenon. This phenomenon is easy to manifest when you rarely get together with the person you admire most.

In fact, many times consumers’ psychology is ambivalent, and sometimes they don’t know why they buy something.

There is no denying the fact that shopping behavior itself is a spiritual phenomenon, a kind of emotional vent and enjoyment! If advertising idea creators understand this principle deeply, understand it comprehensively, and use it flexibly, no matter where they are, as long as they contribute to life, observe carefully from the crowd, and capture it keenly, good advertising ideas will stand out, and there will be an endless supply of them. Inexhaustible, inexhaustible.

Sometimes, great creativity comes from a combination of causes and conditions, a flash of inspiration, and an idea comes true. On the contrary, even if you think about it day and night and scratch your head, you still can't get it. Enterprises need to have talents with unique insights and know how to distinguish good from bad. Don’t think that if you do everything a few times, you’ll be able to choose from them. Many times, creative inspiration is like a battle, and you have to work hard to create a masterpiece. Every time they see some good ideas and plans, the person in charge fails to seize the opportunity and keeps making forced modifications, adding superfluous features, wasting time, and hindering production. It can be said that it has violated the taboo of military strategists, and then it declines and is exhausted! Yipin Weike would like to add something here to avoid misleading. The creativity emphasized here is the idea generated by the creator's full preparation in advance. When the spirit and emotions are mature, the emotion suddenly touches certain factors and is inspired.

A good advertising slogan is the key to successful advertising. The advertising slogan with a meaningful meaning can make a double entendre, while bringing out the image of the company and emphasizing the advantages of the product. Hong Kong Vitasoy Company: "Vitasoy, ordering a soda is easy" has become famous all over the world. Over the years, The company's distinctive image and popular support all depend on this successful slogan's lasting appeal and advertising charm.

It is not easy for an advertisement to be beautifully designed, meaningful, effective, and well-known. It depends on the cooperative attitude between the enterprise and the advertising planning agency, whether they can communicate honestly, trust each other, remove the barriers caused by artificial factors, and gain common knowledge. Enterprises must provide accurate information and even some business secrets. The so-called knowing yourself and the enemy means you will be victorious in every battle. Of course, in the end, it still depends on the talent of the advertising creator.

Good conceptual advertising is not necessarily novelty for the sake of novelty or mystery. Good ideas may sometimes be simple, sincere, cordial, and not exaggerated, so they are convincing and successful. I remember that more than ten years ago, there was a newspaper advertisement for a car rental company in the United States. The picture showed a big fish and a small fish. The small fish was about to be chased and swallowed by the big fish. At this time, the small fish turned back to face the reader, very confident and Sincerely said: "It is common for big fish to eat small fish, but as a small fish, I will definitely work hard and serve loyally to fight for the chance of survival. Please support me, okay? I will definitely not let it happen." You are disappointed." The ad was very successful and the business grew bigger and bigger. The idea of ??this advertisement has become a classic because it makes full use of human sympathy and the psychology of helping the weak. Advertisers must understand the psychology of the masses, be good at using plot, and only need one click to achieve success.

Advertising strategies sometimes take a long time to achieve. Don't be discouraged if the first ad doesn't get a big response after it's launched, because it may have been deployed to create a shock when the second ad is launched.

Advertising design concept is a philosophy of human communication. It will change with the needs of the times and has no fixed form and rules. The established knowledge and methods can only be used for reference.

Common sense

1. Comparison of size

The relationship between size and shape is the most important of the sculptural elements and can almost determine the relationship between image and harmony. Small differences in size give people a calmer and gentler feeling. Large differences in size give people a more vivid and powerful feeling.

2. Contrast of light and dark

Yin and Yang, positive and negative, day and night, etc. Such contrasting sentences can make people feel the relationship between light and dark in daily life. .

Newborn babies can only distinguish light and dark visually at first. Although animals such as cattle and dogs can easily identify black and white, they cannot easily identify chroma or hue. From this, we can see that Light and shade (black and white) are the most basic elements of color perception.

3. Contrast of thickness

The thicker the font, the more masculine it is. If it represents fashion and femininity, it is usually expressed in fine characters. If the weight of thin fonts increases, the bold fonts should be reduced. This combination looks brighter.

4. Contrast between curves and straight lines

Curves are very soft and relaxed; straight lines are hard, sharp and very masculine.

In nature, these two are properly mixed.

Normally we don't pay attention to this relationship, but when curves or straight lines emphasize a certain shape, we are deeply impressed and have corresponding emotions. Therefore, in order to deepen the impression of curves, we often emphasize them with some straight lines. It can also be said that a small number of straight lines will make the curves more eye-catching.

5. Comparison of texture

In ordinary people’s daily lives, the word texture may rarely be heard, but in art, texture is a very important shaping factor. For example, relaxation, smoothness, moistness, etc. are all used to describe texture. Therefore, texture not only expresses emotion, but is also integrated with this emotion. When we observe a painter's works, we often pay attention to the color and composition of the picture. In fact, texture is the main factor that determines the style of the work. Although the color or objects will change, the texture as the basis is the same as that of a painter. The essence is closely related and cannot be easily changed. It is easy for laymen to overlook this point. In fact, this is the most important basic element and the strongest influence on emotions.

6. Contrast of position

Placing certain objects on both sides of the picture can not only emphasize it, but also create contrast. There are potential power points at the top, bottom, left and right, and diagonal corners of the picture. By arranging photos, headlines, logos, marks, etc. at these power points, the hidden power can be revealed. Therefore, placing distinct sculptural elements at potential opposite positions can show contrasting relationships and produce a compact picture.

7. Comparison between master and slave

Layout design is the same as stage design. When the relationship between the protagonist and the supporting role is clear, the audience will calm down. Clearly indicating that the master-slave approach is a very orthodox composition method will give people a sense of security. If the relationship between the two is vague, people will be at a loss. On the contrary, if the protagonist is too strong, it will lose its dynamic and become a vulgar picture. The protagonist in a drama can be known by everyone at a glance. If the layout can also show who is the protagonist, it will help readers understand the content better. Therefore, a master-slave relationship is a basic condition for design configuration.

8. The contrast between movement and stillness

The beginning of a story has a beginning, explanation, transformation and outcome. In a courtyard, there are also rockeries, pools, vegetation, waterfalls, etc. Similarly, there are intensely dynamic and quiet parts in the design configuration. The shape of diffusion or flow is "motion". A shape that is enhanced horizontally or vertically is "quiet." Arrange these two in opposite places, and use the "moving" part to occupy a large area. The "quiet" part occupies a small area and leaves appropriate white space around it to emphasize its independence. This kind of arrangement is generally used to place key points in the four corners of the picture. Therefore, although the "quiet" part only occupies a small area, it has a strong sense of presence.

9. Various contrasts

There are various contrasts such as curves and straight lines, vertical and horizontal, acute angles and obtuse angles. If you combine the various contrasts mentioned above with these elements, you can create a richly varied picture.

10. Origination and reception

The entire space of the layout is dynamic due to the relationship between various forces, and then controls the space. The shape that generates dynamics and another shape that accepts this dynamics cooperate with each other to make the spatial changes more vivid. When we build a rockery garden, we pay great attention to the outlet of running water, because the outlet of running water is the starting point of movement, and the entire garden will be affected by it. When it comes to layout composition, the principle is the same. The starting point and the receiving point will echo and coordinate with each other. The greater the distance between the two, the more significant the effect will be, and both ends of the screen can be used. However, special attention must be paid to the balance between the starting point and the receiving point. There must be appropriate changes in strength. If one party is too weak, it cannot cause ** *Ming.

11. Picture and ground

When the light and dark are reversed, the relationship between the picture and the ground will transform each other. Generally, printed materials are printed with Braille characters on white paper. The white paper is called the ground, and the black characters are called the map. On the contrary, sometimes the effect of reverse white characters is printed on black paper. In this case, the black background is the ground and the white characters are the pictures. This is the phenomenon of black and white conversion.

12. Balance

When walking and kicking a big stone, the body will lose balance and fall. At this time, it is natural to quickly stretch out a hand or foot to maintain the body. balance. According to this natural principle, if we change the position of each part of a good original work and then compare and analyze it with the original work, we can easily understand the composition principle of the sense of balance.

13. Symmetry

The form that starts from one point and expands to the left and right at the same time is called left-right symmetry, and its English name is symmetry.

By applying the principle of symmetry, complex states such as vortices can be developed. In daily life, there are indeed many common symmetrical things, such as the arrangement of Buddha statues or the arrangement of temples in Japanese shrines, etc. Symmetry will show a high-style, stylized image.

14. Emphasis

In the layout of the same style, adding appropriate changes without affecting the style will produce an emphasis effect. The emphasis breaks the monotony of the layout and makes it vibrant, lively and varied. For example: the layout is all composed of text, which looks boring. If you add illustrations or photos, it will be like a pebble thrown into calm water, causing ripples one after another.

15. Proportion

The characteristic of Greek art is the "golden ratio". When designing the length, width, height of the building and the type and position of the columns, if you can refer to the "golden ratio" By comparing it with each other, you can produce a unique Greek architectural style, as well as a steady and moderately tense visual effect. Proportions such as length ratio, width ratio, area ratio, etc. can produce the same function as other shape elements and express excellent images. Therefore, it is very important to use appropriate proportions.

16. Sense of Rhythm

Shapes with a common impression will produce a sense of rhythm when they are arranged repeatedly. It doesn’t have to be the same shape, as long as it has a strong impression. Appearing three or four times can create a relaxing rhythm. Sometimes, just using a characteristic shape twice creates a sense of rhythm.

17. The center of gravity of the left and right

In human perception, there is a subtle difference between the left and right. 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 becomes a key issue. Human vision is more natural to the flow from upper right to lower left. When arranging text, leave the lower right corner empty to arrange titles and illustrations, which will create a natural flow. If you reverse it, it will lose balance and look unnatural. This sense of balance in the left and right directions may have something to do with people being right-handed!

18. Centripetal and Diffusion

In our emotions, we will always be aware of the central part of things. Although we look at things indifferently, in our hearts, we always want to detect the central part, as if only in this way we feel safe. This constitutes the centripetal aspect of vision. Generally speaking, the centripetal shape looks gentle and is generally preferred, but it can easily become ordinary. Centrifugal typesetting can be called a diffusion type. Examples of common diffusion patterns with a modern feel.

19. JUMP rate

In layout design, the size of the title must be determined based on the content. The ratio of the title to the article size is called the jump rate. The larger the Jump rate, the more lively the layout; the smaller the Jump rate, the higher the layout style. Measured according to this scale, it is easy to judge the effect of the layout. After deciding on the font size of the title and this article, you must also consider the proportional relationship between the two. How to further adjust it is also a considerable amount of knowledge.

20. Unity and Harmony

If you overemphasize the contrast relationship, reserve too much space or add too many shaping elements, it will easily cause confusion in the picture. To reconcile this phenomenon, it is best to add some common shaping elements to make the picture have a common style and have an overall sense of unity and harmony. Repeated use of things of the same shape can create a sense of harmony in the layout. If things of the same shape are arranged together, a sense of continuity can be produced. The two can be used in conjunction with each other to create a unified and harmonious effect.

21. Wires

According to the direction of the eye or the direction pointed by the object, the layout generates a guide line, which is called a wire. When designers create compositions, they often use wires to make the overall picture more eye-catching.

22. The image of form

Generally, the four-corner form (square version) is the standard form, and all other forms are deformations. The four corners of the corner version are all at right angles, giving the impression of regularity and few expressions, while other deformations show a variety of expressions. For example, a triangle with an acute angle feels sharp and distinct; a shape that is close to a circle feels gentle and soft. The same curves also have different expressions. For example, circles drawn with regular shapes and instruments have a hard texture.

But circles drawn with freehand have the beauty of soft round curves.

23. Horizontal line

At dusk, the horizontal line and the setting sun merge together. At dawn, the brilliant morning sun rises from the horizontal line.

Horizontal lines give people a sense of stability and calm. Regardless of the beginning or end of something, horizontal lines are always fixed to express a moment of stillness.

24. Vertical lines

The sense of activity of vertical lines is exactly opposite to that of horizontal lines. Vertical lines represent the upward stretching of activity. They have a hard and rational image, making the layout look calm and calm. distinct. If verticality is unreasonably emphasized, it will become cold and rigid, making it difficult for people to approach. Contrasting vertical lines and horizontal lines can make the nature of the two more vivid. It not only makes the picture compact, but also avoids indifference and stiffness. They complement each other's strengths and make the layout more complete.

25. Sunlight and Cloudy Day When looking at the bright scene outside from a dark cave, the characters in the cave are always represented by outlines, while the scenery outside needs to be carefully described. This is to grasp daily situations and abnormal light and dark at the same time, revealing incredible space. The normal state of light and darkness is called "yang day", and the opposite situation is "yin day". When composing a layout, using this light and dark relationship between sun and day, you can create new images that feel different from everyday life.

26. White space

A fast speaking style is suitable for night news broadcasts, but it is not suitable for being the emcee of a ceremony because there is too little white space in each sentence. . When it comes to layout design, the issue of white space is also key to advertising.

27. Layout ratio

On design paper, the layout area used in this article is called layout, and the ratio of layout to the entire page area is called layout ratio. The amount of white space has a decisive impact on the impression of the layout. If there is more blank space, it will improve the style and stabilize the layout; if there is less blank space, it will give people a lively feeling. If you use a lot of white space when designing a magazine layout with a lot of information, it is obviously not suitable.