How to write the illustration design scheme? Nongfu Spring Illustration Analysis 1, clarifying the illustration content and task 2 audience positioning, expression style positioning and expression tec

How to write the illustration design scheme? Nongfu Spring Illustration Analysis 1, clarifying the illustration content and task 2 audience positioning, expression style positioning and expression technique positioning. How to design a reasonable scheme for designers! I believe that as designers, we must work overtime in our work, and the scheme we have racked our brains to design has been questioned and challenged. When we preach our own design scheme, there will always be the following voices: the initial speechless and well-founded design scheme analysis reflects a more comprehensive thinking on the design scheme. If you want to make your design more reasonable and get everyone's approval, you can divide it into four steps: 1, establish your own user thinking 2, fully analyze the user's needs 3, carefully polish the design 4, and write accurate and interesting documents. We often say that we don't take the initiative to eat and have problems with our thinking. It seems like a joke, but it implies that eating is instinct, which is engraved in the memory of the brain. Designers also need this kind of "instinctive thinking" when designing. The most basic thinking of users is that _ _ Park didn't help them _ _ guides, decorators, artists, hammers and screens, and there are excuses. The reason why users have needs must be that they have encountered problems (the needs stem from problems). As long as we can find the problem, our design will be more than half successful. Differentiating user needs can be done from two aspects: 2. 1, determining the problem 2.2, and clearly expressing the problem. In addition to the commonly used research methods such as interviews, questionnaires, tests and so on. Designers can use empathy maps to infer user needs. Describe users' real thoughts and feelings from four dimensions: what they said, what they did, what they thought and what they felt. If you want to make the problem clear, go back to the first part: people, fields and things, and describe the gap between the problems faced by users and the expected state (goal) through declarative sentences. Pay attention to the following points when expressing: focus on it, don't try to solve too many user needs in one question statement, just solve one at a time. In polishing solution, designers need to consider whether there are products, such as _ small bath, table bath, white handkerchief bath and so on. Feedback authenticity through real-time scrolling time+scrolling background; In the combination of nucleic acid and vaccine, the overall judgment is very close to the actual demand, with prominent focus and a sense of rhythm. People's cognitive resources are limited, and they are not good at dealing with complex information. In the face of complex information, it is necessary to manage the content in a certain order and logic, divide and conquer it, reduce the choice of users, and make the correct behavior natural and obvious. In the revision of the 58 used car page, the top button goes directly to different users; The middle module shows the user and predicts the user's next walking behavior through the user's behavior, which greatly improves the user's performance. Emotions are not always expressed through exquisite illustrations, dynamic effects, etc. Sometimes intimate records, soothing content and small games can also play the role of emotional adjustment and improve users' tolerance for seeing complex information. -.2. Valuable, solving practical problems for users; ③ Conforming to the user's mental model does not mean that there are many designs. Copywriting should belong to the previous module. The reason why it is said separately is that copywriting is too important for experience. Excellent copywriting can not only reduce the understanding cost of users, but also make users feel excited, warm and happy, sighing: lying in the trough, cattle spleen. As an interaction designer, you don't need to do hot search copywriting and solgan like Durex, but the copywriting in the design draft must be accurate, unambiguous and interesting. We communicate with people through the screen, and the screen is one of the contents of copywriting contact, so it is very important to express what we want to say concisely and accurately. In this design, first of all, we should avoid some technical terms and "tall" words, be simple and straightforward, and use the simplest words to remove those words that don't need to appear. 1. Direct notification action: Send a voice button copy on WeChat (hold down the voice and release the send), and tell the user what needs to be done very directly, and the details of the spaces in the copy will be expressed very clearly in order; QQ is not as good as WeChat in the prompt experience of not doing copywriting on time. 2, the copy should be as short as possible: adults 1s can read about 7 words, Douban's comment guidance is very short, directly three words: write comments, clearly guide users to click; In order to create a good community atmosphere, Zhihu guides users to teach by example, but the copy is lengthy, which is not concise enough compared with writing comments. If it is changed to: friendly comments ... _ owe, avoid using double negation: adopting double negation (whether to withdraw the message) in the feedback copy of WeChat is easy to increase the cognitive load; In the feedback article of Taobao deleting records, directly ask: Are you sure you want to delete? This sentence pattern is more direct and easier to understand. Here I try to change the WeChat withdrawal feedback to: Withdraw this message? The following operation copy is also directly used for cash withdrawal. Does this look clearer? Combined with the positioning of their own products: The above two cases are designed to show the positioning of their own products, which is more interesting than the cold reminder of expired members. Appropriate anthropomorphic copy: anthropomorphic copy can close the distance with users, show that the product is warmer than the cold machine, and sometimes it looks a little cute ~ (#. #)-.② The ideographic text is accurate; 3. The number of words should be short, and the statement should avoid using double negation; ④ If necessary, it can be personified and interesting. Finally, you will find that the above contents are only some methods, design principles, precautions and other contents of each node in each design process, and the content will be relatively basic as a whole, but we can't ignore these basic knowledge just because it looks simple, because the designer's knowledge system is that we learn new knowledge on the basis of these basic knowledge, so that we can connect what we have learned in series and gradually systematize our knowledge. In addition, there must be some shortcomings in the article. If you have any better suggestions, please contact me ~ ~ ~ Nongfu Spring Illustration Analysis 1 to clarify the illustration content and task 2: audience positioning 3: expression style positioning 4: expression technique positioning Since last year, Nongfu Spring has sold "17.5 orange" across the border, causing an exclamation in the industry: Nongfu Spring will also sell sentimental fruit. At the beginning of this year, Nongfu Spring played a new trick in its traditional strong bottled water-three high-end new products, both in packaging design and concept, which were full and impressive. The new packaging of Nongfu Spring has been well received in our dealer survey, and the three products also have their own characteristics. One of the new products: Nongfu Spring glass bottle, high-end mineral water and high-end water is a concept that has been heated up in recent years. Usually, the market will define high-end water by whether it is expensive or not, but Nongfu Spring totally disagrees with the method of distinguishing by price. At the meeting, Zhong proposed three characteristics of high-end water: scarce natural water source, natural and balanced mineral element content, and profound natural or humanistic cultural connotation. In Nongfu Spring's view, the first two points are endowed by nature, and the third point needs human efforts. In order to make the products full of aesthetic feeling and cultural added value, Nongfu Spring spent three years inviting five top international design companies to design, and finally selected the packaging design after 58 drafts. In fact, as early as June 20 12, Nongfu Spring had already received a favorite design draft, but it was difficult to put it into reality because of the bottle-making and printing technology at that time. Nongfu Spring is unwilling to lower its requirements, so it looks for a new design company. But after two years of comparison, I finally felt it was a pity to give up the original plan, so I came back. There are eight packaging styles for this product. The main pattern of the bottle is selected from the species unique to Changbai Mountain, such as Dongbei Tiger, Chinese merganser and Korean pine. On the side of the pattern, the words "Changbai Mountain has known 58 species of national key protected animals, and the Siberian tiger belongs to the national first-class protected animals" are written, which reveals a strong atmosphere of ecological and humanistic care. The second new product: Nongfu Spring natural drinking water (suitable for infants) In recent years, there are more and more baby aquatic products abroad, which have become essential products for scientific parenting. The conference of Nongfu Spring also focused on its newly developed baby water. Prior to this, there was no bottled water product specially designed for infants to drink and prepare formula food directly in China. Different from ordinary drinking water, infant water has stricter requirements on mineral element content and microbial control. Usually, water with high mineral content or without mineral elements is not suitable for infants to drink. In addition, the requirement for commercial sterility of baby water was not listed as an indicator in all bottled water in China. All the above is nonsense, so I won't describe it much. Just look at the picture. It is said that this is the world's top aseptic production packaging! The third new product: Nongfu Spring student mineral water 20 years ago, Nongfu Spring launched a sports cover bag, which was warmly welcomed by children. The slogan "Don't make such noise in class" is impressive. In order to commemorate this product full of childlike interest 20 years ago, Nongfu Spring launched an upgraded version of the sports cover: natural mineral water for students. In order to give teenagers a better consumption experience, Nongfu Spring has designed a bottle cap that can be opened and closed with one hand. There is a patented valve in the bottle cap that only opens under pressure. When the lid is opened, ordinary tumbling and inversion will not let water out, which is very suitable for children. In addition, Nongfu Spring also invited famous British illustrators to draw a set of imaginative labels to show the four seasons of Changbai Mountain, namely, spring, summer, autumn and winter. The whole design is full of innocence, just like the natural world of Changbai Mountain imagined by children. Advantages and disadvantages of graphic illustration The advantages and disadvantages of graphic illustration are wide in application, easy in employment, low in threshold and creative. Disadvantages are too much competition, low pay, too much overtime, limited by Party A, difficult to scale, and limited impact on the brand.

Advantages: The basic appeal function of illustration is to convey the simplest, clearest and clearest information to the audience, arouse their interest, try to persuade them to accept the conveyed content, and accept the propaganda content gladly in the aesthetic process, thus inducing them to take the final action. The illustrations are very attractive. Take a year's Sprite New Year advertisement as an example. In the picture, there are many different animals mixed together and dotted with waves. Their eyes are fixed on a lantern, which is very noticeable. Disadvantages: Graphic design service is a one-to-one job, which needs to tailor the design scheme for different customers and different design needs. If you use the same design works or the same design template for different customers, it is usually not feasible, which leads to the high labor cost of design companies and is difficult to scale up. This is from the perspective of Party B's designer. Entrusted by Party A, Party B's design must meet Party A's needs, but many of Party A's designs are not professional. In addition, their design needs will change from time to time because of many hierarchical relationships, frequent changes in strategic direction and low efficiency, so revising manuscripts has become a daily problem for designers, and even a lot of useless work will be done.