Real estate outdoor advertising design creativity

Real estate outdoor advertising design creativity

With the rapid development of the real estate industry, outdoor advertising resources have also become a battleground for developers. However, the creative performance of outdoor advertising design in China is not very optimistic at present. The following is the creative design of real estate outdoor advertising that I shared. Let's have a look.

First, the psychological analysis of the real estate audience

Through the investigation of real estate audience, it is found that there are differences among the audience under the premise of different gender, age and regional culture. Considering the audience's family income, family structure, housing characteristics and other needs, the audience's consumption purposes can be divided into five categories, namely, pursuing powerful customers in social status, taking care of the lives of the elderly, educating their children, finding their own homes and ensuring the future. The survey results show that these target customers are about 36-50 years old, and fewer are under 30 years old. Most of them are successful people with higher incomes, private entrepreneurs, employees and farmers. According to the analysis of their living habits, they spend13 of their daily life outdoors, becoming a powerful consumer group, the mainstay of the unit and the core of the family. Therefore, they have a certain economic foundation, consumption ability and mature consumption concept, and become the target groups and potential buyers of many markets and products. These audiences have the following psychological characteristics:

1) Different audiences have different needs. When the audience recognizes a media, it is precisely because this media can meet their own expectations that they are willing to pay the price of time, energy and even money.

2) When the information displayed in outdoor advertisements stimulates the individual audience, the intensity, novelty, vividness, subjectivity, simplicity and variability of the information stimulation can attract the audience's attention.

3) Consumers' acceptance of outdoor advertising content often goes through three psychological levels: accepting information, changing attitudes and influencing behaviors. Among them, the stage of changing the audience's attitude should go through obedience, recognition and internalization.

Second, the creative design of real estate outdoor advertising

Seifer, an advertising master, believes that advertising is a form that exerts an influence on people's psychology, and it promotes people's voluntary acceptance, self-realization and dissemination of their own goals in a meaningful way. Therefore, good advertising creativity is always inseparable from the analysis and understanding of consumer psychology. It is precisely because consumers have such consumption psychology that the formal creativity of advertisements should not only attract consumers' attention, but also cater to the psychological needs of the audience. Here, the author summarizes several creative forms of real estate outdoor advertising design.

1, blending environment to create artistic conception

The artistic conception of outdoor advertising in real estate industry is that designers use artistic creation to make the content conveyed by advertising reach an artistic realm that can make people feel and understand, but it is difficult to describe and grasp it in specific language. For example, the application of China traditional Chinese painting in design shows exquisite and elegant architecture and fairyland-like environment, which endows real estate advertisements with unique personality and cultural connotation. But it is worth noting that the design of advertisements should be combined with the surrounding environment. A good outdoor advertisement must be consistent with its environment, otherwise, the misplaced creative advertisement will make the audience feel "eyesore".

2. Increase interaction and interest

When designing creativity, we should also refer to the activities of pedestrians around the advertisement and appropriately add some interactive elements to let pedestrians participate in it, which not only strengthens the information transmission, but also increases the interest of the advertisement and makes the outdoor advertisement "live". In this way, advertisements with "game" thinking can not only make dull real estate information more vivid and interesting, but also be attracted by real estate products and become followers of commodities.

3. Set suspense to be fascinating

The design method of setting suspense breaks the conventional design form and is easier to realize than other advertising media. The investment of real estate in different media will break people's visual habits and thinking inertia, prolong consumers' viewing time of advertising content, and achieve unexpected special effects. We know that print advertising not only limits the creative space, but also makes it difficult for the audience to feel immersive. Therefore, designers can make three-dimensional outdoor advertisements and make them into models and reliefs, which can not only increase the attraction of outdoor advertisements, but also make advertisements more easily imprinted in consumers' hearts. Only when the outdoor advertising design of real estate is creative can it leave a deep impression and unlimited imagination space for the audience. As a designer, we should have the eyes of discovery, dig and explore, so as to obtain good advertising benefits. However, the implementation of these ideas is inseparable from the understanding and grasp of the psychology of advertising audience. From the psychological point of view, it is of great significance to fully analyze and study the psychological state of the advertising audience, and then formulate more accurate and effective communication strategies for outdoor advertising in real estate, so as to enhance the share of outdoor advertising in the whole advertising market and improve its position in the whole advertising activities.

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