How to design and make online advertisements

In the traditional marketing advertising field, there is a saying that "what to say is more important than how to say it". The problem of "what to say" is actually the creative problem of advertising, and so is the fact. A very classic advertisement has only been broadcast once, and it will be forwarded continuously because of the Internet, thus forming viral marketing; And if the advertising content is too vague and tasteless, it may take a certain amount of play to make the audience remember. Creativity is so important to traditional advertising, so is online advertising.

What is creativity? For the concept of this word, you can go to professional books to find the answer, but obviously, as a practical network marketer, these are a bit like floating clouds; What is creativity? Chen Liang's cross-media marketing agency, as a practical marketing agency, explains that creativity is conception, and advertising creativity is the overall conception of designers. Designers have different ideas, different ideas and different effects. " There are many people in this society with design techniques, and the advertising works designed by different designers can all be called creative, but some of them are in line with the characteristics of products and consumers, while others are not.

Although advertising creativity is so casual, a good advertising creativity is very rare. For example, if a company wants VI design, you can spend 2 yuan to go to a printing and copying shop on the street to have it designed, or you can spend millions to hire a design company to design. Obviously, all of them are advertising creativity, but the effect will obviously be different. There are good and bad ideas. How to make a good advertising idea? What are the foundations and prerequisites for a good advertising idea?

key point 1: the foundation of advertising creativity

obviously, a good advertisement needs not only necessary design skills and technology, but also some common sense of marketing ideas, and it must be based on the investigation and research on the characteristics of the product itself, the target market, the needs and interests of consumer groups and other factors in order to succeed. In short, the basis of advertising creativity is the actual needs of people. Good ideas should be directed at people's hearts and make consumers feel excited.

key point 2: the premise of advertising creativity

when many people do advertising creativity, they often create advertisements as a work of art, but the fact is that good advertising creativity is a work of art, but it is not all works of art. It has the function of explaining and promoting products or enterprises, which requires advertising creative designers to determine the positioning of good products from the beginning.

"product positioning" is the basic point of advertising, which is to determine the position of the product in the market. Without product positioning, it is impossible to determine the advertising objectives of the marketing plan. Only by putting the product in the right position can we determine the basic policy of advertising creativity. Proper positioning of products can establish and strengthen a distinctive brand image, highlight the characteristics of products, effectively attract consumers' attention and arouse * * *. From the perspective of consumer psychology, only things with outstanding personality and different general can touch people's hearts; Only by highlighting differences and establishing a brand image different from competitors can consumers identify, compare and accept.

key point 3: general principles of advertising creativity

every industry has some basic doorways that belong to the industry. These doorways are the business summaries of predecessors. Mastering these doorways is of great help to oneself in the industry work, and it also has universal general principles for online advertising creativity.

online advertising creativity should follow the general principles and requirements of advertising creativity. The successful transmission of information in advertising often affects consumers' vision and hearing first, then triggers their psychological induction, promotes a series of psychological activities, and finally forms consumer actions to achieve the effect of advertising. Therefore, successful advertising should first attract consumers' attention, stimulate consumers' vision or hearing, etc., in order to play an advertising role, otherwise, the advertising role will not be produced. So, what kind of advertising creativity can stimulate consumers' senses and achieve the advertising effect? The general principles of creativity provide us with the direction and find the answer.

Several principles of online advertising creativity:

1. Creativity. Advertising creativity is innovative, and it will never become an excellent work without blindly improving or copying others' works. Therefore, for advertising creativity, we can only say that it is a creation that stands on the shoulders of giants.

2. simplicity. Online advertising must be concise, and the design style should not be too fancy. Shi Yuzhu once said that it is better to say three advantages than two advantages in advertising, and it is better to focus on only one advantage, so that consumers will remember it more easily.

3. timeliness. Network is a virtual platform, but also a platform that keeps pace with the times, an unpredictable platform. For the hot spots on the network, it comes and goes quickly, which requires that when designing the network, we need to strive for the hot spots on the network in time for our use.

key point 4: procedures for advertising creativity

At present, the common creative procedures in the advertising industry include Young's procedures, Aussie procedures, Huang's procedures and so on. Chen Liang's cross-media marketing agencies have carefully studied these kinds of advertising creative procedures. No matter what kind of procedures are summarized, they generally have to go through the following steps: collecting information, digesting information, creating ideas, and guiding and solving.

after talking about the creativity of advertisements, let's talk about the production of online advertisements and some related principles and concerns in the production.

1. Definition

The so-called online advertising production is to visualize and concretize the information and content to be expressed and conveyed by advertising ideas and creativity through various technologies and means, such as words, graphics, images, sounds and animations. A complete online advertising production is a rather complicated process, especially some film and television advertising production, which requires special effects and 3D technology, which is even more complicated. It requires frame-by-frame modification, which is definitely a meticulous work and requires great endurance.

On the whole, a complete online advertising production process can be subdivided into overall planning, image production, copywriting design, technology development, animation effects, sound special effects and other links.

2. Color principle in advertising

In the process of advertising creation, the requirements for color are very strict, and whether the picture can attract people is mainly determined by the color collocation in the picture. Different colors give products different sensory feelings, and different colors have different appeal to people. At present, colors in nature can be divided into achromatic colors and colored colors. Achromatic refers to black, white and various shades of gray, while all other colors belong to color. Any color has three attributes:

(1) hue, also called color, is the basic feature of color and reflects its basic appearance.

(2) saturation, also called purity, refers to the purity of color.

(3) lightness, also called brightness, reflects the depth of color.

In the process of advertising production, the creators are very strict about color matching, because different colors give people different feelings. Chen Liang's cross-media marketing agency statistics the physiological and psychological functions of various colors at present, which are summarized as follows:

1) Psychological functions

① Sense of warmth and coldness: red, yellow and orange are warm colors, which makes people feel warm after reading them; Blue, blue and green are cool colors, which make people feel cool and even cold.

② Excitement and calmness: Red, orange and yellow orange can make people feel excited; And green, turquoise, green cyan, etc. can make people calm; The yellow and cyan background gives people a sense of stability and stability.

③ sense of expansion and contraction: colors with different brightness can affect people's sense of area. All the colors with high brightness seem to have a sense of expansion, which makes people feel a large area; The colors with low brightness seem to have a sense of contraction, which makes people feel that the area is small.

④ forward and backward feeling: the brightness and cold and warm colors of colors can make people change the color position back and forth. Warm colors and high brightness colors have the sense of forward, while cool colors and low brightness colors have the sense of backward.

⑤ sense of lightness and softness: the colors with high brightness and cool hue give people the feeling of light floating; The brightness is low, and the color on the rough surface looks heavy; The colors with medium purity and brightness feel soft; Monochrome and gray colors feel harder.

2) Physiological functions

① Red can arouse people's attention, excitement, excitement and nervousness.

② Yellow has the strongest light perception, so it can make people feel bright, hopeful, brilliant, brilliant, solemn, noble, soft and pure.

③ The color of orange is between red and yellow, so it can make people feel warm, bright, healthy, uplifting, gorgeous and uneasy.

④ The color of green is neutral, and its psychological response to people is balanced, so it can be used to express feelings such as peace, life, hope, youth, vitality, health and prosperity.

⑤ Blue is the shallowest image on the retina, and it is the last fading color, so it can express profound, noble, calm, calm, sacred, pure and gloomy and indifferent feelings.

⑥ purple makes people feel melancholy, painful and uneasy, and purple with high brightness can make people feel sacred, noble and gentle.

⑦ white is a symbol of light, which can express feelings such as purity, faithfulness, brightness, coolness, holiness, elegance and simplicity.

⑧ Black is dull, so it is often used to express mysterious, horrible, gloomy, sad, sad, solemn, retro and other emotions.

pet-name ruby is moderately irritating to eyes, so it can produce feelings such as softness, quietness, elegance, generosity, modesty, desolation, disappointment, boredom and loneliness.

3) Specific meaning

Red: it represents enthusiasm, unrestrained, joy and celebration.

black: it represents seriousness, night and composure.

yellow: it represents nobility and wealth.

white: represents purity and simplicity.

blue: representing the sky and refreshing.

green: represents plants, life and vitality.

Gray: It stands for gloom and negativity

In terms of color laws, there are similarities between online advertisements and traditional advertisements, and there are also particularities. The color of computer screen is composed of RGB (red, green and blue), and we can adjust other colors by adjusting these three primary colors. In many image processing software, there is a color matching function. You can enter the values of three primary colors to match colors, or you can choose colors directly according to the color palette provided by the software.

3. Text requirements in advertisements

After talking about the matters needing attention in color, the next thing to elaborate is the requirements for text in online advertising design. The requirements for fonts in advertisements are mainly reflected in the size and type of fonts. Of course, in order to make fonts more beautiful, in the process of advertising design, designers often design image-based fonts according to the advertising theme and creative requirements, so that fonts have better visual communication effect and aesthetic value.

Of course, the success of text design lies not only in the design of the font itself, but also in the proper arrangement and combination of its application. Only when the text arrangement and combination are appropriate and in line with the order of line of sight flow, can the advertisement layout reflect the aesthetic feeling of the font itself, effectively express the theme and facilitate readers' reading, and achieve good visual communication effect. To create a good arrangement and combination effect.

4. Copywriting of online advertising

Copywriting is an important factor to introduce product features and attract consumers' attention. In the western direct and complex marketing concept, copywriting is a very important part of advertising. A good copywriting can determine the success or failure of advertising, especially for traditional media advertisements such as newspapers, magazines and outdoor. Whether advertising can generate sales force is largely determined by copywriting. Copywriting includes title, advertisement description and advertisement slogan.

As for how to do it through software, you can refer to Baidu's blog. It's a small multimedia plug-in in the panel setting. If you make an animation, you can set the display in the panel. You can put it on or left. You can also send animation links to other websites. Is it not detailed enough to automatically connect and play once you open your blog? Go and open Baidu blog first.' There is a small multimedia plug-in in the setup page.' You will know when you tune him out.

how to modify the name of the custom template in Baidu space: click Edit on the upper right of the custom module, click Edit on the right of the module name on the top of the pop-up box, and then enter the name and confirm

How to add content to the custom template in Baidu space? : click edit in the upper right corner of the customization module

As for the textbook of editing script of the website, you should write code. Like QQ space, and the code has to be searched on Baidu one by one.