What should we pay attention to first in advertising design, and what kind of talents should we have?

advertising design is a profession. Based on the application of computer graphic design technology, it is a new occupation formed with the development of advertising industry. The main feature of this vocational technology is to express advertising elements such as images, characters, colors, layouts and graphics, and combine the use characteristics of advertising media. In order to express the purpose and intention of advertising through relevant design software on the computer, a creative design performance of graphic art is carried out to spread creative principles, ideas and common sense. 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. Picture advertising is different from general mass communication and publicity activities, mainly in the following aspects: 1) advertising is a communication tool that transmits the information of a commodity to a group of users and consumers by the production or operation organization (advertiser) of the commodity; 2) advertising needs to be paid; 3) the communication activities carried out by advertising are persuasive; 4) Advertising is purposeful, planned and continuous; 5) Advertising is not only beneficial to advertisers, but also beneficial to the target audience, which can make users and consumers get useful information. Broadcast, set up and post advertisements in the People's Republic of China through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically, it includes: (1) using newspapers, periodicals, books and catalogues to publish advertisements; (two) the use of radio, television, movies, videos, slides and other broadcast advertisements; (three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements; (four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements; (five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements; (six) mailing all kinds of advertising materials through the post office; (seven) the use of gifts in kind for advertising; (eight) the use of other media and forms of publishing, setting up and posting advertisements. Creative advertising design patterns With the sustained and rapid economic growth, expanding market competition and escalating competition in China, the commercial war has begun to enter the period of "intellectual" war, and advertising has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" has become the most popular and commonly used word in the advertising industry in China. "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, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, that is, the imagery of advertising theme ideas. In order to better understand "advertising creativity", it is necessary to explain ideas, images, representations and artistic conception. The "idea" of outdoor advertising design refers to thoughts and ideas. In artistic creation, ideas are the ideas and viewpoints to be expressed in the works and the core of the contents of the works. In advertising creativity and design, idea is the theme of advertising, which refers to the idea that advertising should explain in order to achieve a certain purpose. It is an intangible and conceptual thing, which can only be expressed with the help of something tangible. Any artistic activity must have two elements: first, the objective thing itself is the object of artistic expression; The second is to express the image of objective things, which is a means of artistic expression. And the conception activity that organically links the two is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol to convey objective information. On the one hand, it must accurately reflect the essential characteristics of the things being represented, on the other hand, it must be understood and accepted by the public. At the same time, the novelty of image is also important. In advertising creative activities, creators should also try to find appropriate artistic images to express the ideas of advertising themes. If the choice of artistic images is unsuccessful, it will be impossible to stimulate regret and convince consumers through the communication of ideas. An objective image that conforms to the ideas of advertisement creators and can be used to express the characteristics of goods and services is called representation when it is not used as a specific form of expression. Representation should generally be familiar to the advertising audience, and it is best to have been generally defined in real life, which can arouse some objective image of association. The images formed in people's minds penetrate into certain meanings of subjective feelings and emotions through the creator's feelings, emotional experiences and understanding, and are transformed into images after some association, exaggeration, concentration, distortion and deformation. Once the image is transformed into an image, it has a specific meaning and subjective color. The image reflects the objective things and the creator's ideas to different degrees, and the audience's feelings it can arouse will also be different. It is artistic conception to reflect the style and degree of objective things with images. That is, the realm that images can reach. Artistic conception is an important command to measure the quality of artistic works. Principle the originality principle of advertising creativity. The so-called originality principle refers to the fact that advertising creativity can't follow the old rules and stick to the old rules, but should be brave and be good at being unconventional and creative. Original advertising creativity has the greatest psychological breakthrough effect. The unique novelty is to attract attention, and its distinctive charm will trigger people's strong interest and leave a deep impression on the audience's mind. Being remembered for a long time, this series of psychological processes conforms to the goal of psychological ladder conveyed by advertisements. The principle of effectiveness 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 communication efficiency of advertising information, which is the principle of effectiveness of advertising creativity, including comprehension and correlation. Understanding is easy to be accepted by a wide audience. When carrying out advertising creativity, we should be good at combining all kinds of information symbol elements to make them have moderate novelty and originality. The key is to find the best combination between novelty and understandability. Relevance refers to the memory correlation between the image combination in advertising creativity and the content of advertising theme. The advertising of public service advertising enterprises is aimed at the masses. The masses will be attracted by good advertising ideas and will never forget them. Therefore, when planning advertising strategies, enterprises and advertising planners should first analyze and understand the people's living habits, national consciousness, education level, civilization cognition, emotional feelings and likes and dislikes. Don't just focus on the psychology of a small number of consumers, and indulge their preferences too much (except in special circumstances), but neglect to convey creativity to the majority of the masses. Today's masses are customers of different enterprises. Therefore, a good advertising idea will arouse people's admiration. At the moment when the appreciation leads to high emotions, people's ideas and feelings will be in harmony with the things they admire, and the original subjectivity and prejudice will be dominated by this spiritual phenomenon in a short time. This phenomenon is easy to show when you rarely get together with the people you admire most. In fact, many times consumers' psychology is contradictory, and sometimes they don't know why they bought something. There is no denying the fact that shopping behavior itself is a spiritual phenomenon, an emotional vent and enjoyment! If the creators of advertising ideas deeply understand this principle, integrate and flexibly use it, no matter where they are, as long as they contribute to their lives, carefully observe and keenly capture them from the crowd, good advertising ideas will stand out and be inexhaustible. Sometimes, excellent creativity is a kind of karma, and when the light flashes, the idea becomes. On the contrary, even if you think about it day and night and scratch your head, you can't get it. Enterprises should have talented people with unique eyes and know how to distinguish good from bad. Don't think that if you do everything a few times more, you will have a number if you choose from it. Many times, the creative inspiration is like a battle, and it is a masterpiece to work hard. Every time I see some good ideas, the person in charge fails to seize the opportunity, and constantly makes amendments, which is superfluous, wastes time and hinders production. It can be said that it is a taboo for military strategists, and then it will fail and be exhausted! I want to add one point here, so as not to be misleading. The creativity emphasized here is the idea that people are fully prepared before creating, and when the spiritual feelings are mature, the emotions suddenly touch some factors and touch inspiration. A good advertising slogan is the key to the success of advertising. Advertising slogans with meaningful ideas can make a pun, while bringing out the image of the company and emphasizing the advantages of the product. Hong Kong Vitasoy Company's "Vitasoy is simple to order soda" is well-known all over the world. Over the years, the company's distinctive image and deep popularity depend on this successful slogan's timeless innovation and advertising charm. It is not easy to design an advertisement that is beautiful, thoughtful, effective and well-known. It depends on the cooperative attitude between enterprises and advertising planning agencies, whether they can communicate honestly and trust each other, remove the barrier caused by man-made long live factors, and gain knowledge. Enterprises should provide accurate information, even some business secrets. The so-called know yourself and know yourself, and win every battle. Of course, in the end, it depends on the talent of the advertising creator. A good idea advertisement is not necessarily novel for novelty's sake. Good ideas may sometimes be simple, sincere, cordial and not exaggerated, which will convince people and achieve success. I remember more than ten years ago, there was an advertisement in a newspaper of a car rental company in the United States. The picture showed a big fish and a small fish, and the small fish was about to be chased and swallowed by the big fish. At this time, the small fish turned to the concept and said with confidence and sincerity, "eat small fish, the big fish, is a common thing, but as a small fish, I will definitely try my best to strive for a chance of survival. Will you please support me?" I will not let you down. " This advertisement is very successful, and the enterprise is getting bigger and bigger. And the idea of this advertisement has become a classic, because it makes full use of human sympathy and helping the weak. Advertisers should understand the psychology of the masses, be good at using the plot, and succeed with only a light blow after seeing it. Advertising strategies sometimes take a long time to achieve. Don't be discouraged that there is not much response after the first advertisement is launched, because it may be deployed for the shock when the second advertisement is launched. The idea of advertising design is a philosophy of human communication. It will change with the needs of the times. There are no fixed forms and rules, and established knowledge and methods can only be used for reference. Common sense 1. The contrast between size and size is the most important element in shaping, which can almost determine the relationship between image and harmony. There is little difference in size, which gives people a gentle feeling, but there is a big difference in size, which gives people a distinct feeling and a strong feeling. 2, the contrast between light and shade Yin and Yang, positive and negative, day and night, etc., such a contrast statement can make people feel the relationship between light and shade in daily life. At first, newborn babies can only distinguish light and shade visually, while animals such as cows and dogs can simply distinguish black and white, but they can't easily distinguish chroma or hue. Therefore, light and shade (black and white) are the most basic elements in color sense. 3. The thicker the contrast font, the more masculine it is. If it represents fashion and women, it is usually expressed in fine print. If the weight of fine words increases, the coarse words should be reduced, so that the collocation looks brighter. 4. The contrast curve between curve and straight line is very soft and gentle; Straight lines are hard, sharp and very masculine. In nature, both are properly mixed. Usually, we don't pay attention to this relationship. However, when a curved line or a straight line emphasizes a certain shape, we have a deep impression, and at the same time we have corresponding emotions. Therefore, in order to deepen the impression of the curve, we often emphasize it with some straight lines. In other words, a small number of straight lines will make the curve more eye-catching. 5, the contrast of texture advertising design pictures In ordinary people's daily life, perhaps the phrase texture is rarely heard, but in art, texture is a very important shaping element. For example, a sense of relaxation, smoothness, wetness, etc. are all descriptions of texture. Therefore, texture not only shows emotion, but also blends with this emotion. When we observe a painter's works, we often pay attention to the composition of colors and drawings. In fact, texture is the main factor that determines the style of works. Although colors or objects will change, texture as the basis is closely related to the nature of a painter and is not easy to change. It is easy for laymen to overlook this point. In fact, this is the most important basic element and the strongest influence on emotion. 6. Comparison of positions Placing an object on both sides of the picture can not only emphasize, but also produce contrast. There are potential power points in the top, bottom, left, right and diagonal corners of the picture, and the hidden power can be shown by arranging photos, headlines or signs, marks, etc. at this power point. Therefore, in the position of potential opposition, placing distinct modeling elements can show contrast and produce a compact picture. 7. The contrast between subject and subordinate The layout design is the same as the stage design. When the relationship between the protagonist and the supporting role is clear, the audience's psychology will settle down. Clearly indicating the master-slave technique is a very orthodox method of composition, which will make people feel at ease. If the relationship between the two is vague, it will make people feel at a loss. On the contrary, if the protagonist is too strong, he will lose his sense of movement and become a vulgar picture. The protagonist in the play is known to everyone at a glance. If the layout can also show who is the protagonist, it will make readers know more about the content. Therefore, the master-slave relationship is the basic condition of design and configuration. 8. Comparison between motion and stillness The beginning of a story has a beginning, a description, a transformation and a result. In a courtyard, there are also rockeries, pools, vegetation, waterfalls and so on. Similarly, there are intense dynamic and quiet parts in the design and configuration. The shape of diffusion or flow is "dynamic". The horizontal or vertical reinforced shape is "static". The two are arranged in opposite places, and the "moving" part occupies a large area. The "quiet" part occupies a small area, and appropriate white space is left around to emphasize its independence. This arrangement is generally used to configure the 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 existence. 9. A variety of contrasts include curves and straight lines, vertical and horizontal, acute angles and obtuse angles. If we combine the above-mentioned contrasts with these elements, we can make a varied picture. 1. The space between the rising and receiving pages is dynamic due to various forces, and then dominates the space. The dynamic shape and the dynamic shape cooperate with each other to make the spatial changes more vivid. When we want to build a rockery garden, we should pay great attention to the outlet of flowing water, because the outlet of flowing water is the starting point of movement, and the whole garden will be affected by it. When it comes to layout, the principle is the same, and the starting point and the receiving point will echo and coordinate with each other. The greater the distance between the two, the more obvious the effect, and the two ends of the picture can be used. However, special attention should be paid to the balance between the starting point and the receiving point, and there must be appropriate changes in strength. If one side is too weak, it will not cause * * *. 11. When the light and shade of the advertisement design picture of the map and the place are reversed, the relationship between the map and the place will be transformed. Generally, printed materials are printed in braille on white paper, where white paper is called land and black text is called map. On the contrary, sometimes the effect of anti-white characters is printed on black paper. At this time, the black background is the ground and the white characters are the pictures. This is