Promotional Poster Team - Color Shock! "Beijing News" behind-the-scenes explanation of Olympic gold medal poster

Which team designed Zhou Bichang’s album cover poster?

Beijing Gold Medal Dafeng Culture Communication Co., Ltd.

Guangzhou Mobile Starlight Film and Television Planning Co., Ltd.

Guangzhou Radio - Sound of Music (TM99.5)

Guangzhou Hengjia Investment Co., Ltd.

Planning: Hengyefeng Communication Planning Co., Ltd. Color Impact! "Beijing News" Detailed behind-the-scenes explanation of the Olympic gold medal poster|Listen to me

The Tokyo Olympics have come to an end. During the Olympics, have your circle of friends been flooded with “colorful” Olympic gold medal posters? In 17 days, the Beijing News’ gold medal poster design team designed the posters for the Chinese Olympic delegation. 38 gold medal winners designed 38 posters.

Behind the high-energy output is the efficient investment of the design team and countless brainstorming sessions.

Listen to me in this issue, we will talk with the design and production team of the Beijing News

Olympic gold medal poster about the story behind the gold medal

poster.

Poster Design: Gao Junfu

Wang Chunqiu:

Senior Editor of the Beijing News Sports News Department

Gao Junfu:

Senior Art Editor of the Beijing News Layout Design Department

Gold Medal Poster Gold Medal Team

Moderator

Yes. It would be more enjoyable and relaxing to just watch the game, but after all, we have the task and pressure of news reporting, especially when we win the gold medal, we are still highly nervous. It felt quite long at first, but then it felt very fast. Now I feel completely relaxed.

Wang Chunqiu

I was busy until late yesterday, putting together the 38 posters and designing a Beijing News poster in the style of the previous Olympic gold medal posters. Entertainment posters from the Olympic Posters Team.

Gao Junfu

There are 12 people in our team. There is also a behind-the-scenes hero, our supervisor Jin Qiu, although he does not show his face in the poster. I had this idea at the beginning and discussed with Toshio that after the Olympics, we would put all the posters together and the visual effect would be more shocking.

Wang Chunqiu

Moderator

I remember the day of August 2nd particularly vividly, as we produced 5 gold medals.

Yes, that day, three gold medals were produced intensively within 15 minutes, including weightlifting, hanging rings, and shooting. We all came together at that time, but we really didn’t expect it to be so dense.

Wang Chunqiu

Actually, we have made some preparations in advance, including the expectation that there may only be one or two gold medals a day, or there may be more than 10 gold medals a day. Whenever there is a slight possibility of winning a gold medal, we have to make the poster first and then send it out as soon as possible.

Gao Junfu

At that time, our prediction was that China should win 35 to 40 gold medals. When Junfu heard so much, he also said that he had received a big job this time.

Wang Chunqiu

Color Impact: A gold medal poster that breaks through the tradition

Version

Style:

Simple< /p>

Host

I have seen many posters from different media and feel that the Beijing News poster is particularly unique and has a particularly strong tone.

Actually, when Toshio and I were discussing the first version of the poster, it was quite conventional. I felt that no matter how I designed it, the visual effect was not very outstanding. At that time, we thought, what effect does the Beijing News’ Olympic poster want to achieve? What key information should we tell everyone? In the end, we believed that the Beijing News’ gold-winning Olympic poster should have four key elements: Which gold medal? Who won it? What event? What result? There are other secondary elements, such as the Olympic Games logo, competition date, Beijing News logo, and promotion QR code.

Wang Chunqiu

Host

So we actually want to emphasize its news nature, which is the number of gold medals China has received.

In fact, this is also considered from the reader's perspective. On the one hand, as national pride is rising day by day, we also want to accurately hit the audience's psychology through posters. This point is actually the number of gold medals. On the other hand, who won the gold medal? Apart from these two points, other aspects are relatively not that important.

So we try to remove some non-essential elements as much as possible, and maximize the functionality of the poster - presenting the gold in the most concise state.

Gao Junfu

Color:

Intense

Moderator

Do you think this idea is too much now? Are you causing trouble for yourself?

Choosing colors is indeed difficult. Maybe everyone sees the same color on the poster, but in fact, there are many colors to try during the production process. For example, for diving, blue is a more suitable color, but blue is different from blue. How to adjust the saturation and brightness of this blue requires a lot of trials.

Gao Junfu

Then there is the number of gold medals. First, you have to match the color of the project, and then you also have to consider the posters made for each gold medal within a day. The colors cannot be repeated.

Wang Chunqiu

Moderator

Quite a headache, right?

Things that require a lot of thinking. In terms of color selection, we think about what kind of color can bring people the greatest emotional fluctuations through some color training perspectives, so as to release more of everyone's pride in Chinese sports.

Therefore, our color selection breaks away from the traditional Chinese color matching and uses many more radical, modern and sporty colors with strong contrast. Because this time it is mainly distributed on new media platforms, there is no need to consider the issue of printing colors. We boldly use RGB color tones to give people a very intense and out-of-the-box feeling.

Gao Junfu

Picture:

Shocking

Host

Teacher Wang will give tips for posters Do you have any opinions?

I will still give my opinions. Junfu is definitely more professional in color matching, and we trust him very much. We mainly look at which picture is best to use.

I remember there was a picture of weightlifting at that time. Toshio wanted a picture of him holding a barbell sideways, but we found a picture of an athlete roaring in celebration, which we thought was more impactful. Later, after everyone discussed it, we felt that maybe this more imposing picture would be better. Design teams often have discussions like this.

Another time that impressed me deeply was the picture used on the poster of Ma Long winning the gold medal. The picture I was looking for at that time was a picture of Ma Long serving a topspin ball. It was originally a horizontal picture, but later I turned the picture upside down because everyone called Ma Long the Dragon Team. I thought it had a meaning that the dragon looks up to see the gold medal. At that time, I gave the picture to Toshio, and he also took a liking to it at first sight.

Wang Chunqiu

Values:

Gold medal posters are not just about gold medals

Bao Hongguang, chief editor of the Sports News Department:

p>

In the men's 100-meter semi-finals, Su Bingtian advanced to the final with a time of 9.83 seconds, becoming the first Chinese to stand on the Olympic men's 100-meter final track. We broke the rules and made a poster for this contestant who was not the champion. The copywriting used ChineseSuperman, in which SU was enlarged.

Sincere cooperation: behind-the-scenes anecdotes under high pressure of timeliness

Host

Is the main reason for the heavy task this time due to the timeliness of production?

Wang Chunqiu

The host

I’m afraid, I’m afraid.

Wang Chunqiu

Moderator

Do the two teachers have any behind-the-scenes stories about the gold medal posters that you think are particularly worth sharing?

There are many interesting things When we are in a hurry, some unpopular projects will suddenly surprise us and exceed our expectations. For example, in the windsurfing event, Lu Yunxiu competed in several rounds, which was also relatively complicated. In the third round, she only got 25th place, so it seemed like she was definitely out of luck. But the rule is that the worst result can be cancelled. After the total points were calculated, she actually won the first place. We quickly called Toshio who was resting at home.

Wang Chunqiu

Host

Were you not at work at that time?

Yes, at home. It's impossible to keep an eye on me at work forever. A lot of work is done at home.

Gao Junfu

However, although we were panicked at the time, we were still very happy. China could also win gold in such a project that is not strong.

Wang Chunqiu

Host

Do you think this cooperation is pleasant? Are there any differences of opinion and the need for compromise?

< p> Let’s not talk about compromise. There are some objective factors that we have no control over. For example, the frontline cannot send back suitable pictures.

Gao Junfu

Yes, to be honest, there are some unpopular players with very few pictures. Three galleries have been viewed, and there are only one or two. Sometimes we can only make passive choices. But we know for sure that Toshio is the chief designer, and he will try his best to adjust it to a color system that best combines with this gold medal-winning character.

Wang Chunqiu

Everyone is very experienced, and their dedication to this matter is visible. So instead of saying that everyone has conflicts with each other, it is better to say that we actually help each other to find out. If there are some unsatisfactory situations, I will try my best to make supplements. If I don't do a good job here, Chunqiu will help me make up for it in the picture selection.

Gao Junfu

Yes. If we don't choose a particularly suitable picture here, we still feel confident, because in the end Toshio came to give us the details, and we feel more at ease because we have done enough in the preliminary work, and we can also do it in our daily communication. A tacit understanding is formed, so we can trust each other without saying too much.

Wang Chunqiu

Poster product: a new form of content communication

Moderator

What are the advantages of posters?

Actually, what I want is to conquer the world with my appearance. I just want to achieve the effect of "people are looking for him thousands of times, but that person is in the dim light", so the vision must be impactful.

Wang Chunqiu

The poster combines many elements into one point, and then summarizes many elements through this one point, so it encourages readers to let them diverge.

Gao Junfu

Moderator

Compared to a text message of dozens of words, posters can convey information more quickly and directly.

Gao Junfu

Host

Then what is the difference between it and news pictures? News pictures can also convey information

News The information in the pictures is relatively simple, because there is copywriting on the posters, and we have our own subjective processing of the pictures. Therefore, posters can communicate more accurately and quickly than news pictures.

Looking back at the history of posters, which may be more than 200 years ago,

The first function is to stimulate, the second is to convey, and the third is to impress.

Posters are more in line with readers’ needs for information understanding in the current era of information explosion. Posters are gradually turning from a promotional material into a content product.

Gao Junfu

Host

As a content product, what makes a poster a good poster?

In fact, many media The way of thinking used when making visual material products is still a relatively traditional text thinking mode. The so-called making a picture is actually basically code words on the picture, and a lot of information is still conveyed through words. But in fact, we all have this feeling in this era. For example, when watching Douyin or Moments, we basically won’t look at something for more than two seconds. If the thing doesn’t attract me, it will be “swiped” away quickly. . Therefore, when we make posters, we must convey information as concisely, accurately and quickly as possible.

For example, like this epidemic poster, Beijing may be cleared today. Thinking from the reader's perspective, the poster only needs to convey the message "Beijing is cleared". If you want to know more, you can search for more detailed reports.

Gao Junfu

Moderator

Are there different requirements for editing "online posters" and newspaper layouts?

Newspapers It has too many things to control, and the picture is just one element of the entire layout. But in new media, the screen is so big, this picture actually fills the entire screen, so the attention can be completely focused on the composition of this picture.

Wang Chunqiu

Winter Olympics Battle Again: The Next Plan of the Poster Team

Host

This time the Tokyo Olympics mission has been completed It’s done, what are the next plans?

The Winter Olympics are very close, and we will definitely still make posters. And we dare to say that it will not be worse than the one in Tokyo, only better.

In this regard, we are still confident.

Wang Chunqiu

Gao Junfu

Host

Posters were probably hand-painted 200 years ago, and then In recent decades, it has been computer production. In the future, as technology advances, there will be other possibilities. For example, there are some posters now, which are no longer two-dimensional static pictures, but a dynamic picture.

Gao Junfu

Host

Looking back on the past 17 days, the athletes fought hard on the field, and we felt both nervous and fulfilled at the back. The final result of the Olympic poster was pretty good. In terms of dissemination, relying on the likes of colleagues, they all reposted it as soon as possible, including some well-known athletes, so that the dissemination of the poster achieved a relatively good effect. This is also a motivation. We will definitely do better when we make posters for the next competition, and we will not continue the style of the Tokyo Olympics. We will definitely change to another way and innovate again.

Wang Chunqiu

When doing this, the newspaper gave us a lot of freedom and tolerance, allowing us to truly design products from a visual way of thinking. I think this is unprecedented. I also believe that this degree of freedom will become greater and greater in the future, and we will be able to design and produce more and better products. The Tokyo Olympics gold medal posters are different from traditional posters in the past. The most important thing is that we increasingly respect the aesthetic and reading styles of this era, and also respect the professionalism of colleagues in each department, and have excellent leaders to control the entire direction. ,So it is an inevitable result that we have good products.

Problems that Gao Junfu needs to pay attention to when designing promotional posters

The production of promotional posters cannot just follow the trend on the surface. There is nothing wrong with following the hot spots, but it is not simply a blind follow. Therefore, when making promotional posters, you need to find a professional team to do professional work, so that you can meet the ultimate requirements of the company. Enterprises can achieve communication with consumers by producing promotional posters and firmly capture the attention of customers. Let’s explain in detail the major issues that need to be paid attention to when designing promotional posters?

First, service items/product pictures

Because service items/product pictures are the most intuitive for corporate services/products The display is also the top priority to experience, otherwise the effect will be seriously reduced.

In other words, when designing service items/product pictures, you have to think carefully about what these contents specifically reflect, where you want to use them, and what kind of visual effects they can ultimately produce. .

Second, the entire style of the poster should be beautiful and the color matching should be reasonable.

Design style and aesthetics are very important criteria for judging. Why the price of the same product is many times different when it is placed in a large shopping mall and on the street? It is because the environment has an impact on the value of the product. Similarly, the style of the poster also determines the market for the product.

What needs to be noted here is that the style of the poster must match the product, store, etc., otherwise it will be nondescript.

Third, a distinct theme.

The theme of the promotional poster must be clear, and the information you want to express must be clearly understood by customers at first glance. Remember not to make complicated things and rely on them. Complications will waste customers' time. It is very likely that customers will be impatient to read the promotional posters, which will greatly reduce the effectiveness of the posters.

To sum up, when designing promotional posters, you must pay attention to the above points, and of course there are many details. For professional matters, find a professional team. Beggars Design APP can help you provide poster design positioning ideas for you. Design the best promotional poster.