1. What types of advertising design are divided into? 2. The production process of different advertisements. 3. Research on various advertising materials. 4. Research on various types of advertising p

1. What types of advertising design are divided into? 2. The production process of different advertisements. 3. Research on various advertising materials. 4. Research on various types of advertising production equipment.

Advertising design is a profession. It is a new profession formed with the development of the advertising industry based on the application of computer graphic design technology. 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.

Advertising is different from general mass communication and publicity activities, mainly in:

1) Advertising is a communication tool that combines the information of a certain product with the product. Production or business organizations (advertisers) deliver it to a group of users and consumers;

2) Advertisements can be divided into public service advertisements (free) and commercial advertisements (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 It is also good for the target audience, it allows users and consumers to get useful information.

Edit this section of the 3I standards of advertising design:

Impact

Measured from the perspective of visual performance, visual effects are to attract readers and use their own Use language to convey the benefits of the product. A successful print advertisement should have a very strong appeal on the screen, with scientific use and reasonable combination of colors, accurate use of pictures and attractiveness.

Information (information content)

A successful print advertisement accurately conveys the key points of interest through simple, clear and clear information content. Advertising information content must be able to systematically integrate consumer needs, interests, support and other communication elements.

Image (Brand Image)

Measured from the perspective of the brand’s positioning strategy, a successful print advertising image should conform to a stable and unified brand personality and comply with the brand positioning strategy; Different advertising versions under the same promotional theme should be consistent and coherent in their creative style and overall performance.

Edit this paragraph Advertising design form Street signs Advertising and street signs have always been consistent in their media characteristics from their inception to today. 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. The current 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). convenient. The materials used are also rainproof and sunproof.

Neon light advertising Neon light is one of the main forms of light advertising in outdoor advertising. Its media characteristics are the use of new technologies, new means, and new materials, and its expression is characterized by light, color, dynamics, etc. To attract the audience's attention and thereby increase the acceptance rate of the 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 sign 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 commonly used in outdoor advertising, and their role in transmitting information cannot be ignored. Advertisers can use this type of advertising to repeatedly deliver information to the public, so it is a high-frequency mobile advertising medium. In particular, public transportation vehicles 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.

5. Banner ads

6. Button ads

7. Floating ads

8. Vertical ads

< p>9. Pop-up window advertising

10. Free time pop-up window advertising

Advertising design includes all advertising forms: two-dimensional advertising, three-dimensional advertising, media advertising, display advertising, etc. Many forms of advertising.

Publish, broadcast, set up and post advertisements in the People's Republic of China and within the territory of the People's Republic of China through media or forms such as newspapers, radio, television, movies, street signs, shop windows, printed matter, neon lights, etc. Specifically include:

(1) Using newspapers, periodicals, books, directories, etc. to publish advertisements;

(2) Using radio, television, movies, videos, slideshows, etc. to display advertisements;< /p>

(3) Use buildings or spaces such as streets, squares, airports, stations, docks, etc. to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

( 4) Use theaters, stadiums (venues), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements;

(5) Use vehicles, boats, airplanes and other means of transportation Set up, draw, and post advertisements; advertisements

(6) Mail various advertising materials through the post office;

(7) Use physical gifts for advertising;

(8) Using Internet Email, BANNER, etc. for advertising, a type of database marketing

(9) Call center, a type of database marketing

(10) Using text messages ( SMS) and MMS for advertising, a type of database marketing

(11) Use other media and forms to publish, set up and post advertisements.

(12) Some people still use oral advertising

Edit this paragraph to classify according to the communication media classification 1. Print advertising: including printed advertising and printed advertising. Printed advertising includes newspaper advertising, magazine advertising, book advertising, poster advertising, flyer advertising, product catalogs, and organizational introductions. Printed and drawn advertisements include wall advertisements, street sign advertisements, tool advertisements, packaging advertisements, and calendar advertisements.

2． Electronic advertising: mainly includes radio advertising, television advertising, movie advertising, computer network advertising, electronic display screen advertising, neon advertising, etc.

3. Physical advertising: mainly includes physical advertising, window advertising, gift advertising, etc.

Location classification 1. Sales site advertising: refers to advertising placed inside and outside the sales site. Including window advertisements, shelf display advertisements, indoor and outdoor colorful flag advertisements, cartoon-style advertisements, and giant product advertisements.

2． Non-sales site advertising: refers to all forms of advertising that exist outside the sales site.

Classification based on the content of advertisements 1. Commercial advertising: Commercial advertising is the most common form of advertising and is the focus of theoretical research in advertising. Commercial advertising aims to promote products and mainly provides product information to consumers.

2． Cultural advertising: advertising with the content of disseminating science, culture, education, sports, news and publishing, etc.

3. Social advertising: refers to advertising that provides social services. For example: social welfare, medical care, social insurance, marriage search, missing person reporting, recruitment, housing exchange, etc.

4． Government announcements: refer to announcements issued by government departments, which also serve as advertisements. For example: announcement information released by public security, transportation, courts, finance, taxation, industry and commerce, health and other departments.

Classification according to the purpose of advertising 1. Product advertising: advertising that introduces the characteristics of the product to consumers and directly promotes the product with the purpose of opening up sales and increasing market share.

2 Public relations advertising: refers to advertising that aims to establish a good social image of the organization, increase public confidence in the organization, and establish the reputation of the organization.

Classification of expressions 1. Picture advertising: mainly includes photography advertising and information advertising. Expressed in realistic and creative forms.

2． Text advertising: refers to the form of advertising content that uses text creativity to express advertising content.

Text ads can give people room for image and association.

3. Performance advertising: refers to the form of advertising that uses various performing arts forms to achieve advertising purposes through the artistic rendering of performers.

4. Word-of-mouth advertising: refers to the form of advertising that uses language arts and techniques to influence the public. It is impossible for most forms of advertising not to use persuasive language, focus on promoting a certain aspect or even a certain feature of a company or product, and use exaggeration to render advertising within a specific range.

5． Comprehensive advertising: This is advertising that combines several forms of advertising to make up for the shortcomings of a single art form.

Classification according to advertising stages 1. Advocacy advertising: Also known as original advertising, the purpose is to open up sales of a new type of product or introduce a new concept to the market. The focus of this type of advertising is to make people aware.

2． Competitive advertising: also known as comparative advertising, is to compare one's own products with those of others, thereby showing the advantages of one's own products and allowing the public to selectively subscribe. The focus of this type of advertising is to highlight the uniqueness of your products. Many countries have certain restrictions on comparative advertising in their advertising legislation.

3. Reminder advertising: also known as reminder advertising and memo advertising, means that after the product sales reaches a certain stage, the product has become a familiar product to the public, and the name of the product is often reminded to the public to promote product sales.

In addition to the above classifications, there are many other classification methods for advertising. For example, according to the method of advertising appeal, advertising can be divided into rational appeal advertising and emotional appeal advertising; according to the speed of advertising effect, advertising can be divided into time-sensitive advertising and late-acting advertising; according to the impact of advertising on the public, advertising can be divided into Advertising is divided into impression advertising, explanatory advertising and emotional telling advertising; according to the target audience of advertising, advertising can be divided into: children, youth, women, high-income class, working class advertising; according to the requirements of advertising time , advertising can be divided into opportunity advertising, long-term advertising and short-term advertising, etc.

How to do a good job in advertising design? When you receive a job, please refer to the following steps:

1. What do you want to do?

2. What is the goal you hope to achieve?

3. What are you going to do to achieve this goal?

4. What kind of creativity do you hope to use to strengthen this purpose?

5. What design do you use to express your creativity?

6. What kind of layout do you use to support your creativity?

(Do not turn on the computer before completing these 6 steps, and think with the scrawliest and simplest lines) What is a "full" design? The meaning of "full" does not mean filling a page.

Each design must contain an idea, which is supported by "product features", "target consumer groups" and "selling points". The entire design develops around it, unified with a center, interlocking, from shallow to deep or from deep to shallow, step by step, regular, rhythmic, and focused, so that it can be regarded as a "full" design. Make a "waste-free" design

Most designs consist of pictures and copywriting. Before designing, you must fully understand the copywriting, read it thoroughly, and then start the next step of work. Because the most ideal result you need to achieve (in terms of design itself) is a perfect combination of images and copy. Only in this way can the advertising purpose not be deflected

and the content of the copywriting will not be deteriorated, and the original flavor of the advertising copywriting, which costs a lot of money, can be brought into full play. Advertising does not allow you to waste anything (expensive).

What is design disengagement (typography)?

A good layout will not leave any element alone and helpless. For example: if you remove the base (paper) on which a good layout is based, and move the main elements in the layout up and down, it will greatly affect other elements, and they are all related to each other and interact with each other. This also explains why modifications to any one element of the design will result in corresponding adjustments to other elements. The design is very strict and there is no room for sloppiness.

Publish, broadcast, set up and post advertisements within the territory of the People's Republic of China and the country through websites, newspapers, radio, television, movies, street signs, shop windows, printed matter, neon lights and other media or forms.

Specifically include:

(1) Using websites, newspapers, periodicals, books, directories, etc. to publish advertisements;

(2) Using radio, television, movies, videos, slideshows, etc. to display advertisements ;

(3) Use buildings or spaces in streets, squares, airports, stations, docks, etc. to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

(4) Use theaters, stadiums (venues), cultural centers, exhibition halls, hotels, restaurants, amusement parks, shopping malls and other places to set up and post advertisements inside and outside;

(5) Use cars, boats, airplanes, etc. Setting up, drawing and posting advertisements on means of transportation;

(6) Mailing various advertising materials through the post office;

(7) Using physical gifts for advertising;

< p> (8) Use other media and forms to publish, set up and post advertisements.

Creativity

Advertising design patterns As China’s economy continues to grow at a rapid pace, market competition is expanding and escalating, business wars have begun to enter the period of “smart” wars, and advertising has also changed from the previous The so-called "media war" and "investment war" have escalated into competition for advertising creativity, and the word "creativity" has become the most popular word in China's advertising industry. "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.

The "idea" of outdoor advertising design 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. 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.

Ideology

Public service advertising The company's 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. At the moment when the excitement leads to high emotions, 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.

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 deep popular support are all due to the enduring appeal of this successful slogan and its advertising appeal.

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 factor in shaping, 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, it can be seen that light and darkness [black and white] are It is the most basic element in 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, there is a proper mixture of these two. Normally we don't pay attention to this relationship, but when curves or straight lines emphasize a certain shape, we will have a deep impression and produce 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

Advertising design pictures In the daily lives of ordinary people, you may rarely hear the word texture, but in art, texture is very important. Shape elements. 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 of the advertising design picture are reversed, the relationship between the picture and the ground will change 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", you can Producing a unique Greek architectural style, it can also produce 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 center 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 a generally preferred method, 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 size of the article 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 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 [corner 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, the regular and round circles drawn with instruments have a hard texture.

But the circles drawn by 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, and 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.

Advertising design picture 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 drawn. . This is to grasp daily situations and differences at the same time