Design of Print Advertisements (2)

The concept and performance of print advertising

First, identify distinct advertising themes

Any object that is advertised may have many characteristics. Inevitably, as long as it grasps this point, once it is manifested, it will inevitably form a charisma to urge the advertising object to generate impulses and achieve the purpose of advertising. When we are conceiving, we must analyze the characteristics of the objects being advertised, carefully study and select the most representative features. It is worth noting that not only must consider the characteristics of the advertising object itself, but also find out the different characteristics of similar objects in the market or advertising environment to compare, select the accurate advertising theme according to these characteristics to show, in order to make full use of advertising The role.

Here's an example of airline industry advertising. Although British Airways and Air France are both more famous airlines in the world, they have their own characteristics. In advertising, they all emphasize their own characteristics and choose the theme that gives the company personality a unique image. The routes of the world’s airlines are different from each other in terms of geographical location and the political and diplomatic constraints between countries. British Airways, with its many routes as the theme of advertising, vigorously promoted "the people we fly to and fly to more countries than other airlines." The French airline used "Concorde aircraft flight, Concorde aircraft is a new breakthrough in aviation technology. Therefore, the French airline's advertising is based on "high technology" as the theme.

Emphasis on the characteristics of the advertising object itself can be considered from a variety of perspectives. From the point of view of raw materials, from the perspective of impressions, ease of use, and benefits to consumers, from the perspective of users, celebrities, and experts, from the perspective of aesthetics, sturdiness, and convenience of packaging, from the perspective of product value and durability Wait to choose the theme.

In the process of choosing the theme of advertising, many tentative ideas have been formed. Combine these creative ideas together to scrutinize them and compare them repeatedly, select a concept that has charisma, and after completing and perfecting, form an advertising theme.

Second, choose the appropriate form of expression

The design and expression of print advertising design are closely related and inseparable. Conception is the basis of performance. Performance is the form of expression. It is like the support of green leaves and the support of greenery. Otherwise, it is difficult to achieve good ideas such as castles in the air.

The determination of advertising topics establishes specific goals for advertising performance. At this time, "what to say" has already been made clear, and the next step is "how to say". It is necessary to explore what forms of expression and techniques are used to achieve the purpose of real-world theme ideas.

There are a wide variety of expressions of advertising, and there are roughly three main types of generalization.

Advertisement target information type advertisement target information type is an advertisement designer who aims to make the advertising target recognize the target of the advertisement, understand the information of the target to be advertised, and excite the target of the advertisement target so as to achieve the purpose of publicity. For example, product advertisements focus on the specific introduction of the manufacturing, functional characteristics, use and maintenance of the product. Such ads are a form of rational litigation.

The advertising object information type advertising object information type is the manifestation of the actual use effect of the advertisement object on the commodity, and the outstanding material brings material and spiritual satisfaction to the human being, which is a kind of humane appeal form.
The advertising object information type is not the specific introduction of the advertisement itself, but through the advertisement screen, showing the personal experience and benefits of the people using the product, causing people's interest, giving people inspiration, so that people produce memories and associations to enrich advertising Content, to achieve enhanced advertising effectiveness.

Ad-ad-advertising is the addition of characters, animals, plants, landscapes, artifacts, etc., to objects of advertising. This kind of attachment is not free and isolated, but it is related to the main body of the advertisement in a certain way, and it helps to achieve the goal of advertising with the help of the theme.
Some advertisements also use famous scenic spots that are not in direct contact with the goods, such as the Eiffel Tower and the San Francisco Bridge, to increase the value of the goods. This additional content is essentially an attempt to create a beautiful association with consumers to win the favor of consumers.

In some cases, using the above two or more types together according to the performance intention of the advertisement can also produce good results.

Graphic design

I. Newspaper and magazine advertising design

Clear illustration

The role of space The advertising layout leaves a lot of blank space, which can make the newspaper text contrast with the advertisement layout and highlight the advertisement. In addition, a large area of ​​advertising space is an important way to show the elegance of advertising.

First, second, most clearly and reasonably

Text fonts Newspapers, magazines, advertising fonts should be simple and simple, with the style of the era. Make it easy for readers to read, not misunderstand, and save time.
Second, poster advertising

Poster advertising is a type of media. Poster advertising is an advertisement printed in a flat print format. It is an advertisement form posted on public streets, roads, stations, airports and other public places. Because posters are posted in public places, they are usually viewed from a distance. Therefore, the specifications are relatively large, and there are generally several kinds of advertisements, such as full-opening, facing-opening, and four-opening.

In order to create a distinctive, eye-catching, highly visible advertising effect, its image shaping should be lively and accurate, and a large amount of exaggeration can be made to increase the interest of the graphic, and from the whole, boldly abandoning trivial details and strengthening the image. main feature. Only in this way can we create ads with vivid images and capture past pedestrians so that people can notice the content of advertisements beyond a certain distance.

Fonts are an important factor in the design of poster advertisements, especially for text-based poster advertisements. The advertisements for the posters should not be excessively written. Regardless of whether they are titles, slogans or texts, they should strive to be concise and conspicuous.

Color is one of the focuses of poster advertising design. The color application of poster advertising must take into account the content and visual effects of advertisements, especially the far-reaching effects and large effects of color. Generally, colors and colors with high purity and purity are used. Strong colors, as the choice of poster advertising color, to enhance the attention of color.