Print advertising design forms, creative techniques, screen performance and other detailed categories!

As far as its form is concerned, print advertising is just a way to convey information, a medium between advertisers and audiences, and its result is to achieve a certain commercial or political purpose. In countries with rapid economic development, advertising is indispensable. Of course, as a special product of modern human life, there are different opinions, but we should face up to the fact that in daily life, we may receive advertising information at any time, and we will see advertisements everywhere when we open newspapers, turn on TV and surf the Internet. It can be said that it has penetrated into all aspects of our lives. People in modern cities are used to such a life.

Modern advertising has developed since the middle of19th century, with a history of one hundred years. After industrial revolution in europe, with the development of printing technology, rigid color separation printing technology of color slate and screen was widely used. The rapid development of economy has brought about the prosperity of the market, and people's demand for advertisements has also greatly increased, which has laid the foundation for the rise of modern advertisements. With the emergence of radio and television, the forms of advertisements are diversified and three-dimensional. Nowadays, advertising has matured in developed countries and has formed a complete system in theory and practice, which plays an important role in economic and political life. Faced with numerous advertising forms, a professional engaged in graphic design should have a basic understanding of advertising as a whole, so as to grasp the characteristics of different advertising forms and give full play to their respective advantages.

Generally speaking, advertisements can be divided into media advertisements and non-media advertisements. Media advertisements refer to advertisements that spread information through the media, such as TV advertisements, newspaper advertisements, radio advertisements and magazine advertisements. Non-media advertising refers to the forms of advertising media directly facing the audience, such as street sign advertising, plane poster advertising, point-of-purchase advertising in commercial environment, etc. Different advertising forms have different design requirements.

Graphic advertising design plays an important role in non-media advertising, and it is also a course that must be mastered in learning graphic design, both in form and content. The forms of expression can be varied, unlike painting, which is not limited by a certain media. Painting, photography, collage, I can use all kinds of forms, realism, freehand brushwork, abstraction, and various means have their own strengths. This is not because print advertising design has distinct personality, because advertising creation is a fashion art, and its works should reflect the trend of the times. Designers should keep professional sensitivity, absorb nutrition from different art forms, and create works that conform to popular aesthetics and the trend of the times. Advertising is also very extensive in content, ranging from national policies to a commodity, which can be the object of performance. The specific content can be political propaganda, environmental protection, culture and sports, film and television dramas, drinks and food, household appliances, tourism and so on. This list can be a lot, and it seems a bit complicated. I also try to divide the content into several categories, such as culture and commodities. In fact, when we face an advertising work, you will find that the content is not independent. For example, commodity advertisements can be advertised from the perspective of the environment. So there is no need to divide the content too clearly. If we put a specific content in a fixed range, it may limit our creative thinking. The reason for listing this way is to illustrate the scope of print advertising design, which pays attention to people's lives from different angles, which is why we say that it plays an important role in non-media advertising.

After a preliminary understanding of the nature, form and content of print advertisements, we should understand their basic creative laws. Generally speaking, print advertising creation includes two aspects, namely creativity and performance. Creativity refers to thinking ability, and performance refers to modeling ability. They are different in concept, but they are unified in the process of creation. There is a simple reason. Only one idea, no modeling ability. No matter how good the idea is, it is impossible to show it. On the other hand, without creativity and aesthetic consciousness, its idea is absurd and infeasible. In addition, it can't be called advertising design only by modeling ability and lack of creative thinking, because advertising has strong functionality, and its most basic function is to convey information. How to convey this information reflects the ability of creative thinking. Modern advertising is not only a simple informing function, but also a unique creative thinking and proper expression, which is the key to the success of advertising. Therefore, there are both differences and unity between them, and the cultivation of these two abilities is very professional.

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Design is purposeful planning, and graphic design uses visual elements (words, pictures, etc.). ) to spread the ideas and schemes of advertising projects and express them to target customers through visual elements.

The appeal point of advertisers. In addition to inspiration, the quality of graphic design is more important to accurately express complaints and meet the needs of business.

Print advertising, if defined from the concept of space, generally refers to the existing advertisements of various advertising media that convey visual information in two dimensions: length and width; If defined from the mode of production, it can be divided into three forms: printing, non-printing and photoelectric; If defined from the place of use, it can be divided into three forms: outdoor, indoor and portable; From the design point of view, it includes elements such as copywriting, graphics, lines, colors and arrangement. Print advertising has become one of the main means of advertising because it conveys simple and clear information and can instantly grasp people's hearts. Print advertising design needs centralized and symbolic means of expression in its creation. An excellent print advertisement design is full of the freshness of the times, and has a unique expression and feeling in design.

Whether the advertising design is excellent or not plays a key role in the accuracy of advertising visual communication information, and the deepening and visualization of advertising planning is an indispensable and important link in advertising activities. The ultimate goal of advertising is to pursue advertising effect, and the key to advertising effect lies in the success or failure of advertising design. The task of modern advertising design is to convey the information of goods or services clearly and accurately through fascinating artistic expression according to the requirements of enterprise marketing objectives and advertising strategies, and to establish a brand image and corporate image conducive to sales.

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The composition of print advertisements is composed of points, lines and surfaces.

Excellent print advertising works should be a harmonious combination of point, line and surface. It's the same. It feels no different. Suitable for promotion.

It can also be said that it is a map and a copy.

The combination of pictures and copywriting is concise, in order to meet the requirements of designers and demanders.

Edit this paragraph design software, print advertising design software.

Main contents: Photoshop, Illustrator, PageMaker, Freehand, CorelDraw and other design software commonly used by advertising companies.

Photoshop: Learn the comprehensive application of image processing, editing, channels, layers and paths; Correction of image color; The use of various special effect filters; The generation of special words; Image output and optimization, etc. Flexible use of layer styles, fluid deformation, fading and masking to create ever-changing image special effects.

PageMaker: Learn the basic rules, usage and skills of typesetting design, the use of toolboxes and shortcut keys, menu functions and operation skills, matters needing attention in the output of publications, books, publicity color pages and films, and advanced professional typesetting methods such as newspapers and magazines.

Illustrator: Learning graphic drawing, packaging and making publicity pages will make it easier for you to design LOGO and CI. In less than a month, you will become a real artist. Learning on the basis of Photoshop will be more powerful and the efficiency will be doubled.

Freehand brushwork: whether it is personal work design, company logo, poster production, it can be easily completed and applied to advertising, printing and other industries.

CorelDraw: Incorporate all aspects of CorelDRAW9' s design and web page functions into the existing design scheme, make vector illustrations, designs and images, and design company logos, briefings, color pages, manuals, product packaging, logos, web pages, etc.

The key to graphic design is to have a bold attempt.

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From the perspective of visual expression, visual effect is to attract readers and convey the benefits of products in their own language. A successful print advertisement should have a very strong attraction on the screen, scientific use and reasonable collocation of colors, accurate use and attraction of the screen. However, in order to avoid abusing visual effects to attract readers' attention, the application of visual effects must closely and organically combine advertising images with advertising demands.

Headlines are also a key weapon to gain readers' attention and convey information of interest. The title must be simple and clear, so that readers who are busy all day can understand and understand it quickly. Obscure titles will lose the attention of a large number of readers, and advertisements without titles will directly affect their recall and persuasiveness. DMB research shows that colorful theme slogans are helpful to improve the attractiveness and recall rate of advertisements, and also help to improve the appeal effect of key interest points.

Information (information content)

A successful print advertisement accurately conveys the main points of interest through simple, clear and definite information content. The content of advertising information should be able to systematically integrate consumer needs, interests, support points and other communication elements. Readers can find the content without any effort. When readers need to spend a lot of energy to understand what advertisements are saying, advertisements will lose many readers. Print advertisements should not distract readers with redundant content. If the advertisement accumulates redundant content to distract readers, then don't expect readers to actively explore the efficacy of your product, because they are not used to doing too much redundant thinking.

The function of words is to support the interest points mentioned in the title through vivid descriptions, and to deepen readers' impression of advertising products through interest support information, which belongs to extra content. The text of the advertisement should be clear and easy to read, and too compact and difficult to read will lose a large number of readers; Small illustrations and subtitles can enhance persuasiveness to a certain extent, but not the more the better; Blank words are helpful to recall, but not to convince readers; Humorous expression can enhance the freshness and entertainment of advertisements, thus improving the recall rate, but it can't be abused, and it can't be the creative goal of print advertisements.

Image (brand image)

From the perspective of brand positioning strategy, a successful print advertising picture should conform to the stable and unified brand personality and brand positioning strategy; The style and overall performance of different advertising versions under the same publicity theme should be consistent.

The evaluation of advertising creativity should stand in the reader's point of view, understand their true feelings about advertising, put aside the professional point of view and return to the original point for analysis. How much a few people like or spend on creativity can never be used as a criterion to evaluate the success of an advertisement. Even though an advertisement may be perfect from a professional point of view, it may not be accepted and understood by readers.

Edit this paragraph of advertising design creative design creative modeling: all kinds of graphics, images and even text symbols in the basic design works of visual expression can be refined into the presentation of modeling. Because shape is usually perceived and captured first in people's visual consciousness, it plays a leading and directional role in arousing and triggering thinking visually.

L, the cognition and understanding of various shapes, mostly benefit from the inspiration of nature. For example, the fullness, reunion and auspiciousness brought by the circle are closely related to the sun and the moon; The toughness and coldness of J-shape are related to the character of rock and roll. Jumping waves and winding paths make us realize the liveliness, smoothness, softness and femininity of curves. This cognitive psychological foundation is very conducive to accurately and quickly positioning the styling design according to the expression intention.

2. All shapes are divided into four categories: points, lines, faces and bodies.

The salient features of points are location and connection, and the greatest charm lies in forming the center of interest, attracting visual movement, thus generating psychological tension and triggering potential ideas. The understanding of points can be divided into three levels: one is the relativity of a single point, the other is the visual guidance of multiple points, and the third is that the composition of points will have an impact on the light, shadow and texture effects of the picture. Pissarro's stippling can help to understand this point. It plays an important role in advertising design to mobilize "touch" from "vision" and let two-dimensional design convey "three-dimensional expression", thus causing psychological affinity and emotional resonance.

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Line is the most basic part of design. Winkelmann, an aesthete, said: "The shape of an object is determined by lines." The most emotional part of line language is to convey emotion, and the effect is stronger than that of point. But lines are rational and have strong modeling power. The length, thickness, shape, trend and various brush strokes of lines depict its character, and at the same time represent a specific style and form, which can bring us different feelings. In particular, the relationship between multiple lines, that is, the arrangement and combination of lines, gradual change, turning, dilution and directional extension, can stimulate continuous thinking on the basis of modeling, bring the beauty of rhythm and rhythm, and even produce some illusory and symbolic images. Face is the most direct design vocabulary in visual form, and its substantive content is much richer than points and lines, and its sense of form and descriptive form are also stronger. Faces can be graphical, visual, patterned, symbolized and worded, which is the carrier for viewers to directly or indirectly read and appreciate design ideas and creativity. It conveys the corresponding information, image and connotation. Through personalized form, this is generally the refinement of the theme and theme of advertising design works. The combination of different shapes and surfaces in the design is an effective means to create whimsy, expand perceptual space, reproduce life order and explore the thinking potential of the audience. In addition, there is a very important point in thinking about the opposite structure, which is the relationship between the map and the ground.

The purpose of classifying the body as a plane form is to prompt the design thinking of plane advertisements. It is a "virtual body" that expresses three-dimensional space image with plane shape, which comes from the optical illusion of depth. This illusion stems from the spatial tension formed by the body itself, which makes it feel a psychological space on the intuitive level. Many fantastic compositions in the design are inspired by this, and some surreal and unconventional extraordinary thinking also comes from this. Based on this kind of thinking design, it is easier to break the "stereotype" of routines and experiences and find the best breakthrough point for information transmission.

3. Point, line, surface and body are interrelated, influenced and restricted. The line of sight flows from point to point, the feeling of lines, the distribution of multiple points or the different composition and combination of lines can form various forms of surfaces, and the turning, connection and gradual composition of surfaces will bring the appearance and characteristics of the body. In the design, we should grasp two points: order and integrity. Order means beauty, and the whole means religion. Multi-element design, no matter how complex and diverse shapes are used to convey whimsy, as long as it belongs to order and integrity, the theme and intention of design will reach the self-evident realm.

Color: Creating the Life of Design

Color has the strongest intuition and the greatest synaesthesia, so the interpretation of color from the perspective of design thinking should be the most delicate, subtle and skillful. We can feel and design thousands of colors. The seven basic colors of red, orange, yellow, green, cyan, blue and purple, together with the different properties of black, white and gray, make our creativity and expressiveness endless. There is a factor that can't be ignored in the perception of color: visual physiology, that is, from a physiological point of view, self-regulation can meet various balances. For example, the "first impression color" instantly perceived by the eyes is considered to be objective and accurate, the aesthetic category of color emphasizes the simple unity of colors, the great improvement of color discrimination ability in neutral gray environment and its psychological stability and harmony, the fusion of visual perception between colors with similar attributes, and the transformation of colors with strong contrast in the opposite direction, all of which are the results of the reconciliation and influence of visual physiology. Poster advertisements with strong, bright and eye-catching color contrast, propaganda slogans with scarlet letters on a white background, exquisiteness and exquisiteness of "five-color ink" in China traditional ink painting, the principle on which screen making is based, mixed-air imaging of color TV sets, etc.

The more subtle and potential psychological inducement of color is color psychology, which is an interactive process between people and color. For example, a certain hue that we directly feel may create a color atmosphere due to its own combination or the performance of its personality attributes. This is the information of color, just like a certain feeling of * * *, cold and warm, soft and hard, light and heavy, and the space for advancement and retreat. This shallow perception is the result of people's memory and visual experience of life, which is relative. Further thinking will lead to concrete things, such as warm orange sunrise and cold blue sea, but at this time it will often bring obvious personality characteristics, and the result of directly feeling external information will inevitably lead to emotional experience. For example, people who think of fire when they see red will naturally experience a warm and exciting feeling. Vital color design can naturally guide people's emotional accumulation into some kind of emotion to achieve their goals, which is called emotional association. Emotional association is a profound, mature and relatively stable advanced psychological experience. The key to successful design lies in how to guide the audience to this level purposefully.

Color aesthetics should guide and grasp four aspects in design:

The simplicity of (1) color. The simplicity of design color is the first principle, and the simple use of color will make it more lasting. In principle, there are generally 2-3 colors. (2) The rhythm and rhythm of color. Rhythm is the order of change, and rhythm is the change of order. The most attractive colors can be understood from music. The jumping and rhythm of seven tones and seven colors have many similarities and reciprocity in emotional rendering, emotional stimulation and memory preservation.

(3) the master-slave and hue of color. The distinction between primary and secondary reflects the essence and also becomes the thinking order for people to know and understand the attributes of things. In the design of color, there should also be a master and a slave. The key lies in where the design guide is, what the theme is, and the color master-slave and basic tone of the picture should be created according to this idea in design.

(4) Color contrast and harmony. Contrast and harmony are the basic principles of color design. There are many factors that can mobilize the contrast in design, such as the lightness, hue and chroma of color, the size of color area, the shape and direction of color, etc. To achieve reconciliation, we can grasp several points: First, achromatic color is the easiest to reconcile. For example, China's traditional calligraphy, ink painting, color separation and so on. Secondly, pay attention to the charm of various colors in achromatic environment. For example, gray, many colors and gray will have a "color" taste after mixing. In addition, dealing with the master-slave relationship between lust and pitch is also the basis of achieving harmony.

Texture: a means to strengthen connotation

The various structures and organizational forms of things bring us different perceptual feelings, which are called texture or texture, mainly through visual and tactile perception. Paying attention to the successful reproduction or creation of design elements, especially the texture of the main elements, plays a decisive role in strengthening the theme, expanding the connotation and revealing the essence, and can also enhance the attraction, increase the attention and even trigger the dramatic effect. There are two ways to express the texture of the design picture: to reproduce the texture and to create the texture. The best way to reproduce the texture is photography, which can accurately and truly restore the texture of the subject to the greatest extent, even highly concise and finely portrayed. Creative texture mainly refers to the creativity and production of visual texture in design. The key to success lies in the designer's ability to refine, summarize and imagine design elements, as well as the comprehensive quality of space transformation consciousness and unit modeling ability. Technologies include:

(1) Strengthen various contrasts, light and shade, convexity and concavity, and trends. For example, the color of projection and flare is unstable, the shape and shape edge overlap and reflect each other, and the arrangement of thick and thin lines is gradually intertwined.

(2) mobilize design factors, modeling, color, light and shadow. For example, various texture formation methods of points, lines and surfaces, and the effect of enhancing contrast between different attributes of colors.

(3) Adopt special structural forms, such as gap, division, depth, level, vertical and horizontal, density and overlap.

(4) Use illusions and hallucinations. Such as the illusion space of visual contradiction, the fluctuation grating effect of visual persistence, the distance illusion of visual experience and so on.

(5) simulating nature. Unique texture marks of common painting tools, different texture effects of common painting techniques, and computer design software to simulate the feeling of materials.

(6) unexpected gains. It is sometimes subtle, interesting and even dramatic to get inspiration from the casual and accidental "works" of nature and reality and get similar destructive and random texture.

The reproduction and creation of texture, no matter what way, mainly comes from authenticity, richness and association. The beauty of texture lies in truth, and real things are more likely to trigger trust and affinity. Texture can be expressed from simple to rich. Visual texture can realize perceptual transmission, mobilize emotional association and strengthen connotation.

Composition: a Bridge between Form and Interest

Print advertising layout design [1] lists many elements, but the guidance is simple: shape, color and quality. The thinking of composition is to arrange, plan and construct these elements as a whole. A good composition is a bridge to express meaning and interest in form. The communication and connection between form and connotation aims at revealing the theme and conveying ideas. First of all, no matter how many design elements there are, a hair will touch the whole body. Between form and form, between form and color, between color and color, there are qualitative manifestations, which are interrelated and interactive. For example, the arrangement of a line of title words is placed vertically in the center of the picture at normal intervals, which can be regarded as a whole shape, and the picture is divided by the central axis composition. However, if the spacing is widened and then distributed vertically with a gradually changing font size, each line can feel a separate shape. The former has a sense of balance and symmetry, while the latter has a flowing line of sight and a lively jumping space for radiation. Its ideographic meaning and theme connotation are different, which can be reversed according to product positioning and target population.

Secondly, we should take the traditional formal law and basic aesthetic law as the basis of thinking. Such as blank, stability, trisection, the center of interest in sight, the guidance of sight flow, the principle of simplicity, the order in diversity and unity, etc. This is the best way and means to connect formal expression with spiritual touch and emotional trigger, and it is a shortcut. The exploration of unconventional composition and transcendence in advertising design has become a breakthrough point for contemporary thinking to create novel and unique labels, deconstruct dreams and attract attention.

There are some common types of layout combination and layout planning of print advertising design elements, namely, basic composition modes, such as standard, central axis, eccentric and free; Text type, full map type, indicating type, scattered type and so on. Some common types and idiomatic patterns have their own origins and foundations, their own characteristics and characteristics, and their own advantages and disadvantages. The key is to understand and grasp the characteristics, connotations and adaptation modes of various forms of composition. Only by comprehensively considering the relevant factors in the specific application, such as theme appeal, information bearing, product characteristics, target audience, media characteristics, etc., can we have a correct choice.

Creativity: Eternal Memory and Breakthrough

For creativity, the starting point of every design is zero. The meaning of zero here has three layers: first, the starting point of thinking returns to primitive and essence, and the source of creativity should be the direct accumulation of objective images rather than indirect experience; Second, the way of thinking breaks the "stereotype" of traditional habits and creates new ways of thinking; The third is the personalization and breakthrough of expression and communication. The creativity, wisdom, otherness and originality of print advertisements are mostly attributed to this "zero" thinking. This is a cycle of regression and breakthrough, just as zero can be represented by a circle with no beginning and no end, representing eternity. In essence, it has the significance of philosophical speculation and is the thinking basis of successful creation. 1, the starting point of creative breakthrough. The creative breakthrough lies in itself. The essence of "Inspired generate" is not the "enlightenment" of objective, external and physical images, but the "enlightenment" of subjective, internal and spiritual, which is interlinked with enlightenment. The generation of advertising creative inspiration emphasizes its long-term accumulation. James webb young's metaphor of "magic island is emerging" in his brewing process helps us to understand this point vividly. After years of accumulation, coral corpses grow into coral reefs and form a "magic island" floating out of the sea, which is a process from "here" to "there" and from "quantity" to "quality". The accumulation process of quantity is long-term, gradual and potential, while the qualitative change can be instantaneous, sudden and obvious. This accumulation should be conscious, conscious and all-round. For example, the study and in-depth understanding of advertising professional knowledge, targeted research on psychology and physiology, understanding of philosophical thinking methods, depth of aesthetic and artistic thinking, and cognitive level of natural, social and humanistic knowledge.

2. The source of creative inspiration. Although all kinds of "original" works with fantastic ideas can be called "originality" and "creation", they never come out of thin air and come from "creative library", which is the source of inspiration. The most important breakthrough in the inspiration of creative design works is to find the design elements that best fit the design theme and information transmission, and dig out the essential relationship between them. This internal connection may sometimes be potential, primitive and subtle, but it is the most critical and important connection point. In this way, it is easy to capture the breakthrough point and expression of the best performance.

3. The inspiration of creative thinking. Innovative thinking is a conscious thinking process, and it is a targeted intellectual potential development initiated by intuitive consciousness. The way to open your mind can start from the following aspects:

(1) Pay attention to collecting, researching and absorbing all kinds of advertising design works with different design styles, different creative features, different cut-in methods and different expression techniques.

(2) Break the constraints of subjective and objective limitations and thinking. The interweaving of reason and madness is the fashion of today's business design, and finiteness is the foundation of infinity. Abandoning the original experience and habits is the premise of all innovations and breakthroughs. (3) Pay attention to inspiring imagination. Some strange, supernatural, anti-popular, anti-regular expressions are easy to attract attention and deepen memory because they use the laws of human physiological induction and psychological cognition. For example, many surreal expressions violate people's normal and regular understanding of objective images, the balance from physiological induction to psychological perception is broken, people's thinking and association with intuitive experience are blocked, which is bound to stimulate their curiosity of multi-dimensional imagination and exploration.

(4) Many new, strange and special performances can always find deja vu factors and forms, all of which are the result of the new combination of old elements under the new order. The decomposition and reconstruction of elements and the collage and fusion of different objects can create endless changes, which is an effective method commonly used in design thinking.

(5) Get rid of the habitual, rational and logical longitudinal thinking, and try and study the horizontal, divergent, reverse and absurd thinking mode. The complementary and comprehensive application of various ways of thinking will significantly improve efficiency. (6) Don't ignore the occasional revelation. Graffiti on the wall, accidental association between unrelated things, intuitive understanding of a certain appearance, the ups and downs of natural things, the combination and form of interesting humor suddenly discovered, and the unexpected and peculiar effect in the process of computer design are all valuable assets.