Hand-painted Store Posters —— Six Steps and Skills of Making Hand-painted POP Posters

What do you mean by hand-painted posters? 1. Background knowledge of "Hand-painted in-store posters (POP advertisements)"

"POP" is a form of advertising, which is the abbreviation of "Point_f_urchase" in English. The original meaning of "POP" in English is selling point advertisement, while in Chinese it is called "in-store poster" or "in-store advertisement". Its production methods are divided into "mechanical printing or printing (referred to as machine printing)" and "hand painting (referred to as hand painting)". Among them, hand-painted in-store posters are the most unique, wonderful and widely used. I call it "hand-painted in-store poster", but people in the business circle are used to calling it "POP", whether professional or unprofessional. Here, on behalf of myself, I solemnly appeal to everyone to use Chinese as much as possible, that is, "hand-painted in-store posters", referred to as "hand-painted posters" or "hand-painted". Because there is no doubt about the expressive ability of Chinese. Of course, for brevity, we can call it "POP". But on formal occasions, I personally advocate using Chinese naming.

From many related introductions, we can know that modern "hand-painted in-store posters" first appeared in the United States, then in Japan, and then in Taiwan Province Province of China. When it was introduced into Taiwan Province Province, the charm of "hand-painted" advertising was fully displayed. The reason is probably the combination of the characteristics of Chinese characters and China's artistic concept since ancient times with this modern form of expression. As for when "hand painting" spread to Chinese mainland, it's hard to say. In short, it happened after the reform and opening up. My feeling is that the true "hand painting" in modern China should appear in the late 1990s.

Of course, the above is from the narrow sense of modern "hand-painted in-store posters". The generalized "hand-painted in-store posters" have existed since ancient times, but today they are more intense. I won't go into details here.

2. The development status of "hand-painted in-store posters"

What is a "hand-painted in-store poster"? Perhaps, there will be many theoretical introductions to this. Here is only a summary of my experience in actual combat. "Hand-painted in-store posters" (referred to as "hand-painted") is a form of advertising. To put it bluntly, it is a handwritten advertisement. Hand-drawing is irreplaceable in many cases. This is because hand-drawing has the following characteristics: 1, with the lowest equipment requirements; 2. The immediacy is the strongest; 3, the production cost is the least; 4. Humanization is unparalleled. Some people say that hand-drawing has limitations. But I think its limitation is the irreplaceable feature of hand painting. In other words, the application of hand-drawing has a certain scope, within which other production methods are not suitable. On the contrary, if someone insists on including hand-drawing in the inapplicable scope, then he will definitely say that "hand-drawing has limitations". In this regard, we must know that the evaluation of everything is relative, but it cannot be absolute.

There are two kinds of hand-painted posters that I see the most today. The former is used by professional or amateur artists in shopping malls and supermarkets.

Mike pen

Hand-painted poster painted on coated paper. The latter are some hand-painted enthusiasts or people who don't know hand-painted at all in various shops on both sides of the road. In order to save money for publicity, they usually write on thin and cheap yellow paper with a brush dipped in red advertising color.

In the former, there are few professional artists. Most of the remaining artists are either temporarily called in to make up the numbers or muddling along. The reason is very simple, that is, there are few professional hand-painted artists. Many enterprises want to hire qualified professional or amateur artists, but it is always difficult to find them. I have been a part-time artist outside for more than three years, which is also my deepest feeling. And businessmen often come to me and want me to be a full-time artist. After I refused, I was asked to introduce one. Based on the shortage of professional hand-painted artists and the serious shortage of ordinary amateur hand-painted artists, this textbook was compiled. I sincerely hope that this textbook can help the fans.

The latter is understandably limited in production level and tools due to non-professional reasons. However, I personally advise the majority of businesses in good faith that many hand-painted advertisements are of low production level. This kind of advertisement posted in front of the door sometimes has negative effects and damages the image of the store. Among them, a considerable number of businesses have realized this and are trying their best to improve it by adopting "machine advertising", which increases the cost and is not conducive to frequent replacement. Some of them are interested in hand painting and want to learn related skills, but they don't know where to consult. Although there are relevant books and materials in bookstores or online, most of them are too professional, which makes it difficult for beginners in general, especially those without any foundation, to practice. Moreover, most fans don't want to be professional hand-painted artists, just want to have a general application level to meet the needs of daily business promotion. Therefore, those professional books are almost useless to them. Therefore, I think there is the widest market to promote the general level of practical hand-drawing skills today.

In addition, as far as I know, all colleges and universities that offer art advertising related majors have offered "hand-drawing" related courses. However, there are serious defects. First, there are few contemporary hand-painted tutors. At present, the so-called hand-painted teachers are usually just people who wrote good calligraphy at that time.

calligraphy

Our teacher. What he teaches is completely out of touch with the present situation of contemporary hand-painted development. Even individual institutions are perfunctory about such courses. This also shows that colleges and universities pay insufficient attention to this. It can be said that there is a clear and strong contrast between this phenomenon and reality. This is also the original intention of writing this textbook. I dare not expect fans' approval, but I hope I can make some efforts for this industry.

Six Steps and Skills of Hand-painted POP Posters Six Steps and Skills of Hand-painted POP Posters

Hand-painted popular posters are a popular form of advertising. If you want to get a beautiful POP poster, you must work hard on composition, plane layout, text, color matching and process. Below, I will share with you six steps and skills of hand-painted POP posters, hoping to help you!

General process of hand-drawn POP production

Step 1: Collect the content related to the activity or product.

Step 2: Refine the title and simplify the text.

Step 3: Choose a suitable layout.

Step 4: Choose the right color scheme.

Step 5: Select relevant illustrations.

Step 6: Make POP according to the format requirements.

Tips for making hand-painted POP

Practice hand-painted popular orthography or movable type

Words are the basis of posters. Beginners are advised to buy a copybook and practice calligraphy with markers and calligraphy practice grids.

Master several common font decoration methods.

The title is the soul of a poster. A good inscription can not only highlight the theme, but also make the picture more vivid. However, there are many ways to modify the title, and beginners may not find the direction. You might as well find several decorative ways you like in practice, so that you can not only master the techniques easily, but also learn them better. At the same time, it can shorten the production time and quickly improve the quality of students' hand-painted POP posters.

Pay attention to typesetting layout

The simplest typesetting is horizontal arrangement. Beginners would rather seek stability than expect life and change. At this time, you can use decorative lines or color blocks in the decoration to distinguish the text from the title text, so that they are different from each other, but echo each other. Other typesetting layouts are as follows:

Title, illustration and text each occupy about 1/3 of the poster area.

The title and subtitle of a POP should add up to 1/4 to 1/2 of the whole POP area. Usually the title accounts for about 1/3 of the poster area. (When the POP text content is less, the title can account for about 1/2 of the poster area; When there is a lot of text, the title can also be compressed to 1/4. )

Leave the four sides of the poster blank.

This is also called the external "air retention" of POP posters. If there is no air retention, the content written on the poster will be pushed in all directions, which will make people feel suffocated and sultry. The specific width of blank space will vary according to the size of the poster, and 3 ~ 5 cm of blank space should be left on the four sides of 2-open (530cm×760cm)POP paper; 4-inch (390cm×543cm) POP should have 2 ~ 4 cm blank on four sides; Generally, 0.5 ~ 1 cm is left blank on the four sides of the card.

Line spacing is greater than word spacing.

As long as the content of POP has more than 2 lines (including 2 lines), it should be noted that the line spacing of each line of text is greater than the word spacing. The specific line spacing is generally between 1/3 and 1/2. The requirement of word spacing is that words are next to words, but generally they cannot be connected together, so a certain gap should be left.

You can't have too many colors and you can't mix them.

A poster with 3~5 theme tones is enough. Too many colors are easy to get confused, and too few can't highlight the key points. For this reason, the author suggests that the title text can be written in 1~3 colors, the body text can be written in one color (that is, the key contents (such as "delivery", price and date) can be written in another color.

The choice of illustrations should be related to the product.

For example, the picture below shows a slim young woman, which is easily reminiscent that Besunyen's target customers are young women, and her slim figure can better reflect the slimming effect of the product.

Activity poster making

Generally speaking, the main title of the event poster is relatively straightforward, so people can know what the event is at a glance, or the main title is more interesting and the subtitles are relatively straightforward.

Six steps and skills of making hand-painted POP posters Six steps and skills of making hand-painted POP posters

Hand-painted POP is a kind of POP advertisement, which is mainly used to stimulate and guide consumption and enliven the store atmosphere. Because of its low production cost, bright colors and taciturn sales staff, it is favored by the retail industry. So, how to make hand-painted POP posters? What are the skills? Please have a look together.

Six steps and skills of making hand-painted POP posters 1

General process of hand-drawn POP production

Step 1: Collect the content related to the activity or product.

Step 2: Refine the title and simplify the text.

Step 3: Choose a suitable layout.

Step 4: Choose the right color scheme.

Step 5: Select relevant illustrations.

Step 6: Make POP according to the format requirements.

Tips for making hand-painted POP

Practice hand-drawn POP orthography or movable type first.

Words are the basis of posters. Beginners are advised to buy a copybook and practice calligraphy with markers and calligraphy practice grids.

Second, master several commonly used font modification methods.

The title is the soul of a poster. A good inscription can not only highlight the theme, but also make the picture more vivid. However, there are many ways to modify the title, and beginners may not find the direction. You might as well find several decorative ways you like in practice, so that you can not only master the techniques easily, but also learn them better. At the same time, it can shorten the production time and quickly improve the quality of students' hand-painted POP posters.

Third, pay attention to the layout in typesetting.

The simplest typesetting is horizontal arrangement. Beginners would rather seek stability than expect life and change. At this time, you can use decorative lines or color blocks in the decoration to distinguish the text from the title text, so that they are different from each other, but echo each other. Other typesetting layouts are as follows:

Leave the four sides of the poster blank.

This is also called the external "qi stagnation" of POP posters. If there is no stagnation of qi, the content written on the poster will be pushed in all directions, making people feel suffocated and stuffy in their chests. The specific width of blank space will vary according to the size of the poster, and 3 ~ 5 cm of blank space should be left on the four sides of 2-open (530cm×760cm)POP paper; 4-inch (390cm×543cm) POP should have 2 ~ 4 cm blank on four sides; Generally, 0.5 ~ 1 cm is left blank on the four sides of the card.

Line spacing is greater than word spacing.

As long as the content of POP has more than 2 lines (including 2 lines), it should be noted that the line spacing of each line of text is greater than the word spacing. The specific line spacing is generally between 1/3 and 1/2. The requirement of word spacing is that words are next to words, but generally they cannot be connected together, so a certain gap should be left.

Title, illustration and text each occupy about 1/3 of the poster area.

The title and subtitle of a POP should add up to 1/4 to 1/2 of the whole POP area. Usually the title accounts for about 1/3 of the poster area. (When the POP text content is less, the title can account for about 1/2 of the poster area; When there is a lot of text, the title can also be compressed to 1/4. )

Fourth, don't mix too many colors.

A poster with 3~5 theme tones is enough. Too many colors are easy to get confused, and too few can't highlight the key points. For this reason, the author suggests that the title text can be written in 1~3 colors, the body text can be written in one color (that is, the key contents (such as "delivery", price and date) can be written in another color.

Fifth, the choice of illustrations should be related to the product.

For example, the picture below shows a slim young woman, which is easily reminiscent that Besunyen's target customers are young women, and her slim figure can better reflect the slimming effect of the product.

Sixth, the production of activity posters.

Generally speaking, the main title of the event poster is relatively straightforward, so people can know what the event is at a glance, or the main title is more interesting and the subtitles are relatively straightforward.

There are usually two types of activity poster body templates.

1. Time and place type. Just like writing a composition when I was a child, explaining "when, where and who happened", this kind of activity poster can tell you the time, place and other things that need to be notified.

2. There are prizes and temptations. "There must be brave people under the grand prize". If your competition is rich in prizes, why don't you tell everyone? Perhaps, the number of participants will double and the atmosphere of the event will be even higher.

Of course, it is more attractive to match it with a related cartoon illustration.

Six steps and skills of making hand-painted POP posters II

Draw according to photos

For beginners, learning to draw by hand is more helpful than drawing according to photos, which lays a solid foundation for outdoor sketching and creation in the future. If a novice goes directly to the field to sketch, he will generally feel that he doesn't know where to start, either the proportion is wrong or too biased, and he is obsessed with a detail and stuck in the performance of light and shadow. Therefore, it is relatively easy to cover the picture according to the photo, and students don't have to be distracted by light, shadow, color and proportion. The key point is to understand the general levels of black, white and gray. The performance of black is not a rigorous sketch performance, but mainly emphasizes the general expression and understands the rhythm of the picture. So it is very necessary to practice montague's hand painting. Be sure to keep practicing, understand the organizational language of pictures, and learn to choose.

Problems needing attention in painting

First, selective painting

Every photo we choose can't be perfect and needs to be re-composed. The most important principle is to choose the visual center and focus of each photo, that is, the theme of the photo itself, and the rest are secondary links, which should be appropriately deleted. Can generalize painting, boldly omit generalization according to the needs of the picture, and make necessary subjective treatment. You don't need any object to cover everything, you need to shift, change things and add scenery according to the picture, all to set off the needs of the theme.

Second, strengthen contrast.

Strengthen the contrast of light and dark changes, make the light brighter, darker and darker, and get through the layers. Strengthen the contrast between the density of the picture, emphasize the difference of the material by expressing the material of the object, and properly density it, so as to truly achieve the state of being sparse and impermeable.

Third, grasp the body.

In montage, we should not only grasp the shape, but also present a clear structure, so that the pen can be in place, and the trend of the pen should also follow the structure of the object to achieve twice the result with half the effort. Don't ignore the thickness and volume of the object, and dig these details patiently, so that the picture can bear looking.

Fourth, the technique of expression

There are many forms of painting according to photos, which are not limited to the relationship between the density of lines to express the picture effect. We can also lighten the color with a pen or render it with rich colors to make the picture more vivid and energetic. In the process of coloring, we should pay attention to go from shallow to deep, go deep at different levels, start from the whole, draw a contrast, highlight the main body and portray it carefully. Finally, the practice of Mongolian drawing is helpful to improve our highly unified generalization ability and predictive control ability of bright, gray and dark pictures, which is helpful for beginners to enter the state quickly and is one of the shortcuts to learn hand drawing.

Six Steps and Skills of Making Hand-painted POP Posters (3)

Gouache is an opaque watercolor pigment, which was used to draw architectural drawings long ago. Because of the strong coverage, painting techniques are easy to master. Here are some techniques for gouache rendering and halo removal.

In architectural drawing, vignetting is the key to express light and shadow. The main difference between gouache and watercolor rendering lies in the way of brushwork and the method of covering. Ordinary brushes are not suitable for large area uniformity. It is necessary to quickly apply a thick gouache pigment on the drawing paper with a small brush and brush it repeatedly. If the area is not large, you can draw the color on the paper with a gouache pen. In the process of dizzy pen, according to the characteristics of different brushes, multiple pens can be used at the same time, achieving good results.

There are several ways to eliminate dizziness with gouache:

(a) direct method or continuous coloring method

This vignetting method mostly adopts small area rendering. This painting method is to directly adjust the pigment, emphasizing the use of brush strokes rather than letting the color flow downwards. Large-scale gouache rendering is to use a small board brush, brush back and forth, and add color to make it appear dizzy. The paper must be kept wet.

(2) Imitate the rendering method of "washing" in ink watercolor.

Gouache is thicker than ink painting and watercolor painting, but as long as the slope of the board is steep, it can slowly flow down the board. So you can use the method of "washing" to render a large area of vignetting. The method is exactly the same as ink painting and watercolor painting. I won't repeat it here.

(3) stippling rendering method

This method is to use a small pen tip to compose a composition, which takes a long time and uses different gouache pigments patiently and carefully to make its layers different. The sky, trees, pools and lawns can all be colored by stippling, and the displayed objects are rich in color and strong in light.

(4) spray plastering method

Spraying is to spray gouache or a special pigment from the nozzle of the spray gun with compressed air to form a granular fog. Before spraying, you need to prepare a carved mask to cover it. Therefore, this method is complicated, time-consuming and troublesome.

In a word, the purpose of architectural performance is to better express the architecture and express the architect's design intention. As for which expression to choose, it depends on everyone's mastery and preference. Architectural performance is only the "norm" of an architect's work.

Six steps and skills of making hand-painted POP posters 4

First, compare.

Contrast is the basic stereotyped skill of art design. Comparing two different things, shape and color is called contrast. Such as Fiona Fang, old and new, size, black and white, depth, thickness and so on. Put two obviously opposite elements in the same space, and through design, make them both opposite and harmonious, contradictory and unified, get sharp contrast in strong contrast, and get complementary and satisfying effects.

Second, harmony.

Harmony means harmony. On the premise of meeting the functional requirements, coordinate the combination of shape, color, light and quality of various objects in the room and become a very harmonious and unified whole. Harmony can also be divided into harmony between environment and modeling, harmony of material texture, harmony of color tone, harmony of style and so on. Harmony can make people feel peaceful and satisfied visually and psychologically.

Third, symmetry.

Symmetry is a traditional technique of formal beauty and the earliest law of formal beauty mastered by human beings. Symmetry can be divided into absolute symmetry and relative symmetry. Up and down, left and right symmetry, isomorphism, homochromatic and homogeneous pairs are called absolute symmetry. In the interior design, it is symmetrical. Symmetry gives people the feeling that order, solemnity and neatness are the beauty of harmony.

Fourth, balance.

In life, the golden rooster is independent, and the actor walks a tightrope, which gives people a stable visual art enjoyment from the balance of power, so that people can obtain a psychological balance of vision. Balance is to configure different shapes, components and colors according to the central axis and center point. Compared with the symmetrical form, the balanced form is lively, vivid, harmonious and beautiful.

Fifth, the level.

A decorative composition, to distinguish levels, so that the picture has depth, breadth and richer. If you lack a sense of hierarchy, you will feel mediocre, and interior design should also pursue a sense of spatial hierarchy. For example, the color changes from cold to warm, the lightness from bright to dark, the muscle reasons from complex to simple, the shape from big to small, from square to round, the composition from gathering to scattering, and the muscle reasons from single to diverse can all be regarded as rich changes. Hierarchical changes can achieve extremely rich visual effects.

Sixth, echo.

Echo and shadow go hand in hand. In interior design, ceiling, floor, desktop and other parts will play a corresponding role by adopting echo methods and dealing with the shape. Echo is a kind of balanced formal beauty and a common technique in various arts. Echo also has the theories of "corresponding symmetry" and "relative symmetry". The artistic effect of echo is generally obtained through image correspondence, virtual reality, momentum and other means.

Seven. Continue.

Continuity means continuous extension. People often use the word "image" to refer to the external shape of all objects. If an image moves up and down regularly, it will continue to move from left to right. This continuation technique is used in space, which gives the space a sense of expansion or guidance, and even deepens people's impression of key scenery in the environment.

Eight, concise.

Concise or concise. Refers to the indoor environment without gorgeous decoration and redundant accessories. Reduce interior decoration to a minimum with the principle of less but better. Think that "less is more, simplicity is richness". Simplicity is one of the methods worth advocating in interior design, and it is also a very popular trend in recent years.

Nine, unique.

Unique is also called special. Unique is to break through the original law and stand out from the crowd. In nature, "a little red in the evergreen tree and a piece of green land in the desert" are all unique manifestations. Uniqueness comes from contrast and exists in mutual comparison. In interior design, breakthrough imagination is especially respected to create individuality and characteristics.

X. tone

Color is one of the important factors that constitute plastic arts design. Different colors will make people feel different colors visually. For example, red, orange and yellow have a warm feeling, which is called warm color system, while blue-green has a cool and quiet feeling, which is called cold color system. In interior design, various colors can be used, and there are many colors, which can generally be summarized as "same color, similar color, adjacent color, contrasting color" and so on. , and can be used flexibly according to different environments.