Creative design of creative design

When the manufacturing industry reaches a certain stage of development, it should avoid relying solely on price advantages to compete. Creativity is the key breakthrough point from Made in China to Create in China, which has not been recognized by most entrepreneurs; creativity and technological innovation are the two wheels of the "Created in China" chariot, which has not yet attracted the public's attention. Manufacturing industry The core is design, and design is inspired by creativity. All countries where manufacturing plays a decisive role in the national economy have developed creative industries.

What is the connotation of "creativity"? What is its connection and difference with the concept of "innovation" that people usually call?

Under the current situation, what we focus on is creativity in the manufacturing industry, and creativity must be able to create wealth. Innovation is a systematic project. Enterprises not only need the support of technological innovation, but also the guarantee of conceptual innovation. Creativity is one of the elements that provides new ideas, new concepts, new thinking, and new methods for innovation.

In the period of economic transformation, creativity has made Zhejiang Manufacturing pay more attention to the value of "strategy", "design" and "brand", and has led Made in China towards the road of "Created in China". In business operations, "creative design" brings costs and benefits to the enterprise. Industrial design creates product brands. For enterprises, creative design is a project with relatively high risks, relatively complex operations, and relatively large capital investment; but once successful, it will bring huge economic and brand benefits. At present, some enterprises are preparing to spend the winter by "hibernating and sleeping", which people are more willing to understand as a helpless move. In the current process of economic transformation, these entrepreneurs feel that old industries cannot continue, and they do not know where the new direction is. Therefore, these entrepreneurs need more help and support, especially the transformation of concepts and the knowledge to transform from manufacturing to creation. You must know that there will be no miracles in waiting, and you still have to create the future by yourself.

If a manufacturing company starts from "creativity" and looks for a breakthrough for the company's survival and development, how should it operate specifically? Is there a path for reference? First, you should understand the entire process of creative design, and then see if you can strategically design the entire enterprise and find a design strategy suitable for the development of your own enterprise. Then product innovation can happen. Many times, the research and development of new products will encounter financial difficulties. At this time, companies must know how to raise funds and how to introduce venture capital.

To carry out creative innovation, entrepreneurs need to have an open and inclusive mentality. Creativity itself is the product of the collision of cultural thinking. Without an open and inclusive mentality, creativity cannot be done well. In addition, as an entrepreneur, it is impossible to participate in the specific process of creative design, but you need to understand the positioning and overall situation of creative design, and then decide on the innovation strategy of your own company. The necessary supporting facilities or support are the guidance of the government and the support of scientific research institutions, which must have sufficient intellectual resources. Style is abstract. It refers to the comprehensive feeling that the overall image of the site gives to the viewer. This "overall image" includes the site's CI (logo, color, font, slogan), layout, browsing method, interactivity, text, tone, content value, existence significance, site honor and many other factors. For example: We think NetEase is approachable, Disney is lively, and IBM is professional and serious. These are the different feelings that websites leave people with.

Style is unique and is what makes the site different from other sites. Or the color, or the technology, or the interaction method, can make the viewer clearly distinguish that this is unique to your website. For example, the black and white of New Century Network and the unique frame of NetEase wallpaper website. Even if you only see one page, you can still tell which website it is from.

Style is human. The personality and mood of a site can be summarized through its appearance, content, text, and communication. It is gentle and elegant, it is persistent and enthusiastic, it is lively and changeable, it is laissez-faire. Like the "bold school" and "graceful school" in poetry, you can use human character to compare the site.

As China's material life becomes increasingly rich, people's purchasing power continues to increase, and international trade continues to increase after joining the WTO, the differences in similar products decrease and the homogeneity of use value between brands increases. Therefore, for consumers: What What kind of products can attract their attention and what kind of products can make them choose to buy, which puts forward higher requirements for the packaging design of similar products. Only by working hard on the creative positioning strategy of packaging design can we make ourselves The product is "white and rosy, unique".

Creative positioning strategy plays an extremely important role in the entire operation process of packaging design. The creative component of packaging design is mainly reflected in the strategic creativity of the design. The so-called creativity, in its most basic meaning, refers to a creative idea, a good idea, something that others have never had before. Of course, this thing is not created out of nothing, but is recombined on the basis of existing empirical materials. Positioning strategy is a design strategy with a strategic vision. It has the characteristics of forward-looking, purposeful, targeted and utilitarian. Of course, it also has limitations. Creative positioning strategy is the core and most essential factor in successful packaging design. The following packaging creative positioning strategies play an important role in packaging design. The differentiation strategy in product performance is to find the uniqueness that similar products do not have as the focus of creative design. The study of product functions, that is, performance, is the first prerequisite for a brand to enter the market and reach consumers. For example, "Baijiahei" cold medicine, you can take the white tablets during the day without falling asleep, and you can take the black tablets at night to sleep soundly. Because the function and characteristics of the product are different from traditional cold medicines, especially the tablet design and outer packaging design revolve around Making a fuss about black and white makes it easier for the product to gain a favorable position in the market compared to other similar products.

Some similar products are of similar quality, and their respective expressions are also very similar. How to highlight distinctive features requires not letting go of any tiny features during design. For example, the packaging design of laundry detergents such as Tide, Weibai, Diaopai, etc. Most washing powders emphasize cleanliness, cleanliness, refreshingness, and quietness in the packaging design positioning. Therefore, green, blue, cyan, etc. are used in combination with white in the packaging design colors to highlight their positioning ideas, and among them Tide laundry detergent uses an orange-red series to highlight the vitality and efficiency of the product. Since a large number of laundry detergent packaging uses cold colors, it is certainly eye-catching as a warm product with strong contrast in color, just like "a little red in the green bush". The product appearance differentiation strategy is to look for product differences in packaging appearance, packaging structure design, etc., so as to highlight the characteristics of one's own products.

For example, there are hundreds of packaging structure designs for cartons. How to choose a structure to highlight the characteristics of the product and a strong visual impact? Should a triangle be used as the basic plane, or a quadrangular or pentagonal shape? Or trapezoid, cylindrical, arc or heterosexual etc. as the basic plane. When choosing a product's appearance, first, we must consider the product's protective function, and second, we must consider its convenience function, which of course also includes the beautification function of the appearance. The outer packaging of Xizhilang Jelly's Crystal Love heart-shaped series, although its TV advertising is a bit imitated by the plot of the movie Titanic, the packaging of its products is a success. The Crystal Love series of packaging not only arouses the attention of existing consumer groups, but also arouses the attention of potential consumer groups. The target audience of the product has also expanded from children to all groups in love. All this is due to Crystal Love’s heart-shaped packaging design positioning and brand positioning. Price is the focus of attention of both buyers and sellers of goods, and is also an important factor affecting product sales. Japanese scholar Nishina Sadafumi believes: "When it is difficult for ordinary people to correctly evaluate the quality of goods, they often regard low price as a criterion for evaluating quality. In this case, determining the price will determine the grade of the brand and also affect the evaluation of other characteristics. Evaluation. "If we summarize the price of the product into a triangle, the sum in this triangle is not the lowest, but the trapezoid in the middle. It all depends on the product's efficacy, characteristics, target consumer groups, and related similar products. market positioning.

The purpose of price positioning is to promote sales and increase profits, because different classes have different consumption levels, and there are related consumer groups at any price point.

For example, "Goldlion, Men's World", judging from its price positioning, is a mid-to-high-end men's clothing product. The company believes that although the price of the product is a bit higher, it is a sign of a person's identity. Higher prices also have corresponding consumer groups. The outer packaging design of the product is designed to highlight its brand positioning. Consumers see not only the natural value of the brand owned by the product, but also the spiritual value it possesses. With the continuous development of the economy, any best-selling product will quickly cause a large number of companies to flock to the same market. The identifiable differences between products become increasingly blurred, and the difference in product use value becomes increasingly insignificant. If at this time Companies also blindly emphasize the characteristics of their products and subtle product differences, which consumers do not recognize. On the contrary, the brand image of the product is becoming increasingly important. In the brand image strategy: one is to emphasize the brand's trademark or corporate logo as the main body, and the other is to emphasize the serialization of packaging to highlight its branding. Many foreign cigarette packages are designed with brand trademarks or corporate logos as the main design, such as Marlboro, 555, Hilton, Moore, etc.

Serial packaging has made a qualitative leap due to the introduction of CIS. It not only uses a unified form, unified tone, and unified image to standardize those products with different shapes and different uses. Interrelated products, and it is also a visual extension of the company's business philosophy, giving the information value of the product unprecedented communication power. Shaping the brand image of a product is actually a second investment in the product and an increase in the added value of the product. The above-mentioned packaging creative positioning strategies do not exist in isolation in the design concept, and are often considered cross-wise. Only a creative and unique packaging positioning strategy can guide successful packaging design, because it is the basis and premise for design conception. Logo Creative Design Concepts and Principles Logo profession is also called LOGO. Its design principles are not only the design of practical objects, but also a graphic art design. It has similarities with other means of graphic art expression, but also has its own artistic rules. It must reflect its own characteristics in order to better perform its functions.

Because the requirements for its conciseness, generalization, and perfection are very demanding, and it needs to be successful to the point where it is almost impossible to find a better alternative, it is much more difficult than any other graphic art design. .

1． LOGO design should be carried out on the premise of a detailed understanding of the purpose of use, scope of application, relevant laws and other relevant circumstances of the design object, and a deep understanding of its functional requirements.

2. LOGO design must fully consider the feasibility of its implementation, and adopt corresponding design methods based on its application type, materials and production conditions. At the same time, the visual effects when used in other visual communication methods (such as printing, advertising, images, etc.) or when zooming in or out should also be taken into consideration.

3. The LOGO design must conform to the intuitive acceptance ability, aesthetic awareness, social psychology, taboos and usage of the target.

4. Ideas must be carefully considered and strive to be profound, ingenious, novel, unique, accurate in meaning, and able to withstand the test of time.

5. The composition should be concise, beautiful, and adaptable (adaptive to the shape of the object to which it is applied).

6. Graphics and symbols should be concise and summarized, but also should be artistic.

7. Colors should be simple, strong, and eye-catching.

8． Following the laws of logo art, creatively exploring appropriate artistic expression forms and techniques, and hammering out precise artistic language so that the designed logo has a high degree of overall beauty and obtains the best visual effect are the principles pursued in the art of logo design. Creative home furnishing refers to household products that not only meet the practical functions of the product itself, but also integrate fashion and personalized pursuit into the appearance design. The products impress people with their unique designs, incorporating the innovation and inspiration of designers. Meet people's high requirements for living environment and quality of life. The charm displayed by creative and fashionable home furnishings can relieve some of the stress in life and add joy to life and work.

Many logo designers will encounter these or those problems during the design process. Next, this site will summarize past experience and cases to analyze the details that should be paid attention to during the logo design process.

1. Plagiarism of the company logo scheme

Plagiarism is also called plagiarism. To put it more euphemistically, it is borrowed from (micro-innovation, as Tencent often says) two years ago, the British retail industry WoolWorth's launched a new logo, which resembles the Apple logo. This is a very famous case. Such arrogant plagiarism is rare. Although WoolWorth's explained it as the English letter W in public relations, would anyone believe it? Not to mention Apple.

2. The audience of the company logo

This logo is quite interesting. The logo of the upcoming London Olympics is also a logo that will become very popular. Do you pay attention to the details? Don’t doubt that you are thinking wrongly. It’s not that we don’t accept it. In fact, everything has been tainted from the designer to the Olympic Committee. Can’t we publish the design for public review and confirmation before releasing it, and listen to more users’ suggestions?

3. Logo perspective issue

This logo is similar to the London Olympics logo. Everyone is trying their best to think about it in a different way. I hope they can think more carefully before finalizing the logo. .

4. The logo is too complicated

I remember a designer said on Weibo a few days ago that the reason why a logo travels is because it has a characteristic that makes people remember it. There are many apples in the world, but everyone only remembers the ones that have been bitten. It is for this reason that we remember the characteristics of apples, such as the logo in the picture above. Will you remember it? I don’t think anyone can hold it any longer! Advertising is a fusion of art and science, and advertising words often play the finishing touch in advertising. The types of creative expression are listed as follows:

1. Comprehensive type: The so-called comprehensive type means "unification", which represents the enterprise in a general way. For example: XX Service Company uses "Your needs are our pursuit" as its advertising slogan.

2． Suggestive type: that is, do not state directly, but use indirect language to imply. For example, Gillette Blade: "Give you a refreshing morning."

Creative design

3. Pun type: a pun, which not only introduces the product, but also has a deep meaning. For example, a watch store uses the advertising slogan "One look, one talent, one falls in love at first sight", which is very popular among couples.

4. Warning type: Warn consumers with "transversal" words to cause unexpected surprises. There is an advertisement for a skin cream that says: "You must need it after the age of 20."

5． Metaphorical type: using a certain interest as a metaphor to create a sense of intimacy. Such as toothpaste advertising slogan: "Twice a day, plus once before a date."

6． Irony type: Use irony to cleverly express product features, which often makes people more impressed. For example: toothbrush advertising slogan: "Don't pull out a hair"; typed advertising: "No fight, no acquaintance."

7. Economical: Emphasis on being economical in terms of time or money. "The speed of a plane, the price of a truck." If you are going to fly, of course you will choose this airline. "Twice the effect, half the price", of course such a cleanser will also be very popular.

8． Emotional type: Use lingering and relaxed words to express your feelings to consumers. There is a coffee shop with the slogan "Come and sit when you have time" as its advertising slogan. Although it is just a simple sentence, it touches the hearts of many people.

9． Rhythmic type: Rhyme like poetry, easy to read and remember. For example, the advertising slogan of Gujing Gong Liquor: "It is a joy to meet friends and friends, and Gujing Gong wine meets close friends."

10． Humorous type: Advertise with witty and humorous sentences to make people accept the product happily. For example, the advertisement for insecticide: "The real murderer"; the advertisement for athlete's foot potion: "makes the feet no longer 'gas'"; the advertisement for electric fan: "my reputation is blown out". Under the new form, creative gifts have become a trend and are a link that cannot be ignored when you choose a gift. In addition to giving you a happy design experience, DIY gifts will also give the recipient a surprise.

Drag the mouse to doodle a desk calendar, design a few beautiful greeting cards, and a POLO shirt, which will make the friends who receive the gifts feel happy and joyful! Creative gifts are more thoughtful than ordinary gifts and can better express feelings. Creative gifts are specially customized for the gift giver and incorporate thoughts and feelings.

Creative gifts are specially customized gifts that focus on the commemorative aspect of the gift. They are unique and unconventional. Different creative gifts are different emotional expressions. Creative gifts themselves are precious, unique and tailor-made.

An ideal creative gift can express some special wishes and convey some special information to both the giver and the recipient. Creative gifts can be given to a wide range of people, including friends, lovers, couples, teachers, parents, children, etc. Creative gift customization is generally customized through some personalized gift customization websites. The website is equipped with personalized design software, and then consumers can design the gifts as they like and according to their own requirements. However, not all gifts are designed by themselves, but After choosing a gift, creatively print your favorite photos, patterns, text, graffiti, etc. on the gift. Water glasses, pillows, T-shirts, crystals, desk calendars, and photo albums are more popular.

The domestic creative gift customization has developed rapidly, and many excellent websites have emerged one after another, such as China's leading personal and corporate gift customization platform-Yipin.com is one of the best

In the final analysis, creative gifts are about unique creativity. Although creative gift shops have sprung up in the market, their creativity is almost the same and there is no personality at all. Yipin.com believes that although the creative gift market is an attractive big cake, it is not easy to get a piece of it. Businesses are also racking their brains to compete for creativity. Whoever is more creative means who is more likely to seize business opportunities. Creativity must revolve around personalized fashion, reflect its technological content and value, and constantly understand the potential needs of consumers to promote the extended service of creative gift customization to a higher level. Only in this way can the creative gift market truly enter a period of prosperity.