The application of illustration in commercial advertisements-the application of illustration elements in commercial posters! (urgent)

How to apply illustration to outdoor advertising design? First, bus advertisements.

I believe everyone is familiar with the commercial illustrations on the bus. The application of commercial illustrations in public transport advertisements can easily lead to new popular concepts and play a very important role in the promotion of products and services. Because the bus itself is very mobile, many people contact it every day, which greatly improves the information reception rate of bus advertisements. Modern bus advertisements adopt advanced high-tech skills such as digital portrait and body painting, which greatly improves the communication effect and visual quality.

Second, poster advertising.

Posters are widely used in advertising design, generally scattered in various public places, and generally convey visual information in the form of graphics and words. Posters are mostly based on commercial illustrations, with flexible and diverse forms of expression, paying attention to the application of design ideas and methods, and being able to have a close communication with people, which is an advertising method with public affinity. Illustration uses the method of pattern expression, based on the principle of unity of beauty and practicality, to make lines and shapes clear and vivid.

Third, street sign advertisements.

Street sign advertisements include advertisements on roofs on both sides of urban main roads and advertisements on building walls. , generally located in areas with large traffic, convenient transportation and broad vision. Excellent commercial street sign illustrations have strong visual appeal, which can instantly attract people, and implement different strategies according to the advertising creativity of different customers, so that people can obtain accurate advertising information. The visual language they use is often commercial illustrations in flat or cartoon colors.

About how illustrations are applied to outdoor advertising design, Ivy Bian Xiao from Global will share with you today. If you are interested in website design, page layout and image processing, I hope this article will be helpful to your study or work. If you want to know more about the materials and skills of graphic design, you can click on other articles on this site to learn.

The Application of Illustration in Advertising Design

Illustration is commonly known as illustration in China. The following is the application of my illustrations in advertising design. Welcome to read!

The Basic Connotation of Illustration

Illustration is a form of sensory perception, which shows its content with an intuitive and true image. The position of illustration in the field of contemporary design should not be underestimated. It is ubiquitous in real life, for example, film and television culture borrows illustrations to enrich its content; Use illustrations in commercial activities to increase the publicity effect; Use illustrations in cultural activities to illustrate the problem more vividly.

The concept of illustration is a process of continuous development and progress. From the perspective of historical development, illustrations can only be placed behind words and can only be used as a foil for words, becoming an independent and distinctive theme. Illustration has two ways of expression, namely painting and photography. These two expressions are interdependent and mutually reinforcing, and * * * also works for the same goal. Illustration design has become an important part of visual culture. People pay more and more attention to illustrations.

The Relationship between Advertisement Design and Illustration

The original intention of advertising design is that someone will pay attention to, understand and comprehend the information conveyed in the advertisement. In the early days of advertising development, information was mainly printed on books, newspapers and street signs. Because simple tools are used, illustrations can only be explained by simple graphics. With the formation of network, information and social society, illustrations have occupied a part of advertisements, because the "return rate" of illustrations is high. The first feeling is that people are always more interested in patterns than words.

An excellent advertisement should be concise, both vivid and abstract, both objective and subjective. Illustrations in advertisements can not only attract the attention of the audience, but also eliminate people's preconceived boredom with advertisements. At the same time, they can guide people to deeply understand the meaning revealed by this pattern, and can closely link the information consumers see in the pattern with their own reality, so as to consider the meaning of this advertisement to themselves, regardless of whether consumers accept the products in the advertisement or not, but the attraction to the audience has successfully taken the first step.

Illustrations can also effectively express advertisers' ideas and goals. Illustration is easy to understand, which makes advertisers' ideas more vivid and concrete. Moreover, illustration can cross geographical boundaries, and no matter what country, nationality or education level, you can have a basic understanding of illustration, thus greatly expanding the audience of advertisements and improving the influence of advertisements.

The Application of Illustration in Advertising Design

The advertising theme embodied in the painting can't be comprehensive. Only by distinguishing priorities and highlighting key points can we achieve the purpose of advertising. Excellent illustrations can properly express the meaning of advertisers. Third, illustrations should be creative. Unique illustrations can attract customers. There are many illustration advertisements in modern society, but if we simply repeat other people's advertisements, it is not progress but retrogression, and it has not achieved an eye-catching effect. Creativity requires that the design of illustration advertisements can not only reflect the corporate culture, but also distinguish the products of this enterprise from other similar products. It is worth noting that advertising illustrations should not exaggerate the connotation of products, but should truly express the facts and give consumers enough trust.

Modern advertising design, besides words, is illustrations. In order to give full play to the role of illustrations, the requirements for words are also necessary. Therefore, before advertising design, we should carefully consider all aspects involved in advertising design. Pictures and words need to cooperate with each other and echo each other, reaching1+1> The purpose of 2.

We are in the era of networking and socialization, and the marketing methods in the commercial field are constantly changing. As an indispensable part of modern production and management, advertising plays an important role in society. Among many personality designs, illustration design can be regarded as the personalization of advertising design, which can bring different contents to our lives.

Illustration is better than text in that it can truly and objectively visualize product features, not only attract the attention of the audience and reduce people's dislike of advertisements, but also its original performance brings aesthetic value and achieves the effect of killing two birds with one stone.

The application of illustration elements in commercial posters! (emergency) commercial illustration

The concept of commercial illustration

Commercial illustration is a commercial sales behavior in which the author gives up the ownership of the work and only retains the right of signature in order to draw illustrations for enterprises or products and get related remuneration.

This behavior is fundamentally different from our previous views on painting. Before art paintings are collected by individuals or institutions, they can be published or displayed in various media without restriction, and the author receives a small percentage of fees. However, commercial illustrations can only serve one commodity or one customer. Once paid, the author will give up the ownership of the work and get a larger proportion of the remuneration accordingly, which is the same as the result that artistic paintings are finally collected or auctioned.

However, the service life of commercial illustrations is short. When a commodity or enterprise is updated, this subsidiary work will be declared extinct or terminated. From the scientific definition, the ending of commercial illustration seems a bit tragic, but on the other hand, the brilliance of commercial illustration in a short time is incomparable to artistic painting. Because commercial illustrations spread through advertising channels and have a wide coverage, the social attention rate is many times higher than that of artistic painting. For example, this digital illustration of yogurt packaging (pictured) attracted consumers to buy more than 1 billion in two years of market sales because of its exquisite picture. Imagine that this number will increase before the next product replaces it. How many art paintings can hundreds of millions of people see in two years? Such brilliance is unparalleled!

Commercial illustrations have four components:

(a) commercial illustrations of advertisements

(B) cartoon mascot design

(3) Illustrations of publications

(D) Electronic game art environment

1. Advertising commercial illustrations

Service goods-must have a strong sense of consumption.

Serving advertisers-must have flexible values

Serving the society-we must have a sense of collective responsibility.

2. Cartoon mascot design

Product mascot-understand the product and find the combination of animation and product.

Enterprise mascot-customized according to enterprise CI standard.

Social Mascot-Analyze the characteristics of social activities, cater to them in time, and be easy to popularize.

3. Illustrations of publications

Literature and art-have a good artistic accomplishment and literary foundation.

Children's Books-Have a healthy and happy childlike interest and observation experience.

Natural science popularization-solid artistic foundation and extraordinary imagination

Social humanities-colorful life experiences and dictation skills

4. Electronic game art environment

Image design-emotional expression of personality exchange and separation of form and spirit

Scene Design —— Restoring the combination of micro and macro from a unique perspective

Story script-literary music is embodied by artistic means.

Commercial illustration has certain rules, and it must have the following three elements:

(A) directly convey consumer demand

(B) in line with the public aesthetic taste

(C) exaggerating and strengthening the characteristics of goods

Want to have these three points, it depends on the comprehensive quality of illustrators.

Express commodity information directly, because consumers will not take the time to understand the meaning of your painting. Because human consumption habits are quite persistent, in a dazzling shopping environment, if a consumer doesn't see or be attracted by your illustration within one second, I'm afraid he won't buy this product for a year or several years.

Suppose consumers see your illustration, but they are rebellious about the color composition or image of the picture, which will also lead to the previous results. So; Conforming to the public aesthetic taste is the second hurdle for commercial illustrators. People who can spend with artistic vision are too rare! Your work is too artistic for others to understand, too vulgar for others to look down upon. Only if you can do this can you be considered a qualified commercial illustrator.

With the attention of consumers, your work has entered the third level, compared with products all over the world. If the illustration does not strengthen and exaggerate the characteristics of the goods and is submerged by other goods, then the previous results will also be produced! In the supermarket, we often see the scene of picking it up and putting it down. A commercial illustration can only pass the test after checking out!

Answer the questions of commercial illustrators

Q: What is a commercial illustration? What's the difference between illustration and illustration?

A: As the name implies, commercial illustration is an illustration with commercial value, which does not belong to the category of pure art. Commercial illustration can be defined as the commercial sale of digital works drawn by enterprises or products. The author gives up the ownership of the works and only retains the right of signature. Illustration is a form of commercial illustration, and there are other examples, such as advertising illustration, cartoon mascot design, publication illustration and animated video game scenes.

Illustrations are images expressed by patterns. In line with the principle of unity of beauty and practicality, we strive to make lines and shapes clear and vivid, and make them convenient. Illustration is a universal language in the world, and its design is usually divided into characters, animals and commodity images in commercial applications.

Figures: Illustration is based on figures, and it is easy to hit it off with consumers, because figures can best show cuteness and intimacy, and there is a lot of room for imaginative creation. First of all, the proportion of shaping is the key. In life, the head-to-body ratio of adults is 1:7 or 1:7.5, and that of children is about 1:4. The facial expression of the characters is the focus of the whole, so it is very important to describe the eyes. Secondly, the use of exaggerated deformation will not give people an unnatural and uncomfortable feeling, but can make people laugh and feel happy, making the overall image clearer and more impressive.

Animal image: Animals have a long history as cartoon images. In real life, many animals have become people's pets, and these animals are more popular as cartoon images. When creating animal images, we must attach great importance to creativity and personification. For example, one difference between animals and humans is that their faces don't smile for a long time. Anime images can give animals the same smile as human beings through personification, and humanize animal images. It is easy to be accepted by people to use animal schools that they know and love in their lives.

Commodity image: it is the expansion of animal personification in the field of commodities, and anthropomorphic commodities give people a sense of intimacy. Personalized modeling has a refreshing feeling, thus deepening people's direct impression of goods. As far as the concept of personalized goods is concerned, it can be roughly divided into two categories:

The first category is complete personification, that is, exaggerating goods and using the characteristics and modeling structure of goods to personify performance.

The second category is semi-anthropomorphism, that is, adding hands, feet and heads unrelated to commodities as anthropomorphic characteristic elements.

The above two anthropomorphic molding technologies make the goods humanized and personalized. Through the form of animation, emphasizing the characteristics of goods, its actions and words are directly related to goods, and the publicity effect is more obvious.

Illustrators often draw illustrations for graphic designers or directly for magazines, newspapers and other media. They are generally professional illustrators or freelance artists, and have their own themes and painting styles like photographers. Their professional sensitivity and desire for new forms and tools have led many of them to use cg animation design tools to create illustrations. The software function of Cg animation makes their creative talent play a greater role. Whether it is simple or complex, whether it is traditional media effects, such as oil painting, watercolor, printmaking style or the endless new changes and new interests of digital graphics, it can be completed more conveniently and quickly. Digital photography is the latest development of photography. Photographers shoot objects with digital cameras or scan traditional positive films into computers through scanners, then adjust, combine and create new visual images on computer screens, and finally output positive films or negative films through film recorders. This new photography technology has completely changed the creative concept of photographic optical imaging, with digital graphics processing as the core, also known as' darkroom photography'. It blurs the boundaries between photographers, illustrators and graphic designers. Nowadays, as long as they are talented, they can complete all three tasks on the same computer.

poster；playbill

According to the meaning of the poster, "move" means to attract attention, and "paste" means to post, that is, "attention-attracting post". The English name of the poster is "poster", which means the notice displayed in public places in the Oxford English Dictionary. In the advertising dictionary published by "International Textbook Publishing Company" in London, posters refer to printed advertisements posted on cardboard, walls, large wooden boards or vehicles, or displayed in other ways. It is the main form of outdoor advertising and one of the oldest forms of advertising. Some people interpret the meaning of posters according to their root structure and anecdotes, and think that posters are converted from "posts", which means posts, so posters refer to all notices posted on posts.

The earliest poster in the world is a 20cm×25cm advertisement for missing persons in Egypt 3000 years ago, which is about chasing an escaped slave. This poster is now in the London Museum.

The earliest printed poster found in the world is an advertising poster that appeared in China AD 1 1 century (Song Dynasty) and is now in the Chinese History Museum.

Posters have another name in China, and no Chinese dictionary has given a special explanation to the word "poster". However, it is said that during the Qing Dynasty, foreigners parked foreign goods on seagoing ships at the coastal wharf in China, and put up posters in conspicuous places along the wharf to promote their own goods. Coastal citizens call this poster a poster. If this development continues, all posters with similar purposes and other information will be called "posters" in the future.

As a visual communication art, poster can best reflect the formal characteristics of graphic design. It has the most important basic elements of visual design, and its design concept, expression means and techniques are more typical than other advertising media.

The establishment of international authoritative design institutions, the continuous holding of international poster exhibitions, and the publication of related poster design monographs and poster yearbooks have strongly promoted the development of modern posters to a higher level, making them still in the main position of visual expression. Important international poster exhibitions include: Warsaw International Poster Design Art Biennial; Czech Brno International Graphic Design Art Biennale; Colorado International Advertising Poster Invitation Biennale; Mexico International Advertising Design Art Biennale; Moscow International Advertising Design Biennale, Russia; Lahti International Advertising Design Art Biennale, Finland, etc.