Real estate posters-what are DM, folding pages, posters and other contents in real estate publicity materials?

Real estate advertising design I. Main types of real estate print advertisements

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1, newspaper advertisement

Newspaper advertisements are widely used in real estate advertisements.

The layout space of newspaper advertisements is the carrier of advertising information, and there are two factors that attract the audience's attention. One is the layout area, and the other is the publishing location. The layout of real estate advertisements in newspapers ranges from half banner to full page. The larger the layout area, the higher the advertising attention rate, but the greater the economic expenditure. The position effect of the first edition of the advertisement is the best, while the position effect of other editions of the advertisement is gradually declining, and major newspapers charge according to the actual situation of the advertisement layout effect. Newspaper advertisements are usually designed and produced by computers. The number of screen lines of newsprint film is generally 85- 100 lines. Generally, the screen line for film-making of coated paper is 120- 150.

2. Magazine advertisements

Magazine advertisements are generally the media selected by real estate advertisements for specific customer groups. For example, aviation magazines often choose high-end buildings, and their readers-plane passengers-may be potential customers of high-end buildings.

Magazine advertisements are generally divided into back cover, second cover, third cover, cover and inner page. The attention of advertisements in different layout positions varies greatly. The front cover is the largest, followed by the back cover, followed by the second cover, the third cover and the title page, followed by the inner page, followed by small advertisements and padding advertisements before and after the inner page. If the highest attention of magazine advertisements is listed as 100, the attention of each page is shown in table 1:

front cover

back cover

Inside the cover

Inner back cover

title page

Bottom leaf

Middle inner page

Local inner page

Inner page filling

100

95

90

Eighty-five

80

75

75

30~50

10~20

Magazine advertisements are usually in color, and movies are in four colors. The thinner the magazine paper used for advertising, the denser the number of screen lines for film making, which is generally 150-200 lines.

3. Loushu design

Loushu is also called sales brochure or real estate sample. Refers to a multi-page bound advertising album, which reflects the real estate situation as a whole.

The design format of Loushu is one of the first factors to be considered. There are two formats: regular format and abnormal format (irregular format). The conventional format is calculated according to the number of times the whole paper is folded in half, and the number of formats is doubled every time it is folded in half. For example, folding once is opposite, folding twice is octagonal, and folding four times is hexagonal.

At present, the specifications of full-page paper used by domestic printing plants are mostly 787× 1092 (mm), the regular format size for cutting is the basic format size, and the regular format size for cutting full-page paper is 850× 1 156 (mm), commonly known as large format.

Table 2: National standard size after conventional format (partial) cutting

Sixteen groups, 32 groups, 64 groups.

787× 1092 188×260 130× 18492× 126

850× 1 156203×280 140×203 10 1× 137s

Abnormal folio is generally difficult to cut, install, fold and bind in half, and some folio has extra paper edges, which not only increases the man-hour of installing and binding, but also wastes paper and the printing cost is correspondingly high, so it should be carefully selected in design. Deformities have many specifications for folio. Taking 787× 1092 mm whole paper as an example, this paper lists the specifications of (partially) deformed folio paper that can be cut by printing plants:

Table 3: Explanation of incorrect format of loushu (parts)

Split cutting size

10229×305 m21162× 210

12245×253 Chang 2 1 149×248

152 10×24822 165×207

18 175×25423 149×223

Square 20 187×207 level 24 170× 186

Length 20 149×26 1 length 24 124×26 1

4, single page (hinge)

As the name implies, a single-page real estate advertisement is a single printed matter, usually double-sided color. The format size smaller than eight quarts is generally called DM, and the format size larger than eight quarts is generally called poster.

DM means direct mail, or DM for short. Because DM is a printed advertisement packed in an envelope and distributed to the audience by mail, the size of DM is generally small and folded. In real estate sales, printed real estate advertisements with small format are usually called DM.

Poster is English poster, which means notice posted on a post. Chinese defines it as "a flat, large and posted outdoor printing advertising medium". Real estate advertising posters are rarely used for posting, and mainly appear in the form of "flat-sized" posters. Large-scale real estate posters choose to print larger pictures, which increases the visual impact; The elevation and floor plan of real estate are often printed on one plane, which is convenient for sales staff to explain.

Loushu and single page are printed matter. In the design, in addition to the size of the layout, paper and printing technology must also be considered.

Loushu and sales sheet paper are mainly coated paper, Asian art paper and art paper.

Coated paper is also called printed coated paper. It is made by coating a layer of white slurry on the base paper, filling the uneven fiber gaps on the surface of the paper blank and calendering. The surface whiteness, smoothness and smoothness of coated paper are high. Matt paper is matt coated paper, and the printing effect is soft and elegant.

Art paper refers to high-grade printing paper with special texture effect or special paper characteristics produced by unique production technology or unique raw material formula, and there are many varieties. Loushu and one-page DM art paper have strong personality and feel noble, but the price is more expensive.

Loushu and single-page design paper must also consider the thickness of the paper. The thickness of paper is distinguished by grams per square meter. The greater the grams, the thicker the paper. Loushu cover paper is generally 2 10-300g. The paper for the inside page and single page of Loushu is generally 128-2 10g. Coated paper (Asian coated paper) Coated paper can be divided into one side and two sides.

Loushu and single-page printing adopt flat offset printing technology.

Plane offset printing is dot quality. For example, color overprinting means that the color of the manuscript is decomposed into four color plates of yellow, magenta, blue and black with different mesh angles and densities through photographic color separation or electronic color separation, and color overprinting is carried out in the form of overlapping and juxtaposition of dots, and special color plates can be added according to design needs.

The quality of offset printing can be detected by instruments, and designers of real estate advertisements generally use visual inspection. The criteria are:

(1) The ink color is bright and the depth of the picture is even;

(2) The ink is thick and shiny;

(3) The dot is smooth, complete, round and free of burrs;

(4) It conforms to the original work, and the tone level is even and clear;

(5) accurate overprinter;

(6) Characters and fonts have strokes and straight lines;

(7) The printed sheet is free of wrinkles, oil stains, dirt and fingerprints, and the product is neat;

(8) The back is clean and free of dirt;

(9) The cutting size meets the specification requirements;

In order to improve the effect of loushu and one-page advertisement, the following processes can also be used in printing:

Anodized hot stamping, commonly known as "bronzing". In fact, anodic aluminum oxide has silver, red and blue besides gold. The name and signboard of the building in loushu and single page are all hot-stamped with anodized, which can shine and upgrade the grade.

Embossed pattern. On the printed paper plane, in order to make the outline of the main graphics and texts more prominent and have a certain three-dimensional sense, a certain height of concave-convex level is imprinted. Relief graphics and texts are generally used for the cover of Loushu to strengthen the display of architectural graphics or building names and logo outlines.

Line pressing, also known as "rolling marks", is used for single sheets of paper and is convenient for folding.

Composite film, also known as "sticking film". The method is to stick the plastic film on the printed matter through the hot pressing device of the mounter, which plays the role of increasing fastness and moisture resistance. Thin films can be divided into optical films and sub-films.

5. Exhibition board design

Real estate advertising display boards are mainly used to hang in sales offices or real estate fairs.

The standard exhibition area is 90× 120cm. The bottom plate of the exhibition board is generally KT board or Wantong board (standard size is 90×240 cm), and there are inlaid strips around the exhibition board. The graphic design of the advertisement screen of the exhibition board can be cut by post-it notes and photos, but the common methods are computer design and ink painting. That is, words and graphics are synthesized by computer design, then recorded on floppy disks and sent to professional companies for inkjet output. Ink-jet materials include high gloss photographic paper and matt photographic paper. , with glue can choose, easy to install. The printing accuracy is 360DPI and 720DPI, and the high-quality exhibition board can be printed by computer photos and output digitally by laser, and the printing accuracy can reach 4000DPI.

6, light box advertising

Real estate advertising light boxes are divided into indoor and outdoor types. Indoor types are mainly installed in sales offices, subway stations and airport terminals. The outdoor ones are mainly installed in streets with heavy traffic.

The light box is made of polyester material, PVC material and plexiglass. As the transparent surface of advertising pictures. Fluorescent lamp or neon tube (white) and special spotlight are used as light sources. Advertising pictures of light boxes, commonly known as light films, used to be made by photographic photosensitive printing. Now the more common method is inkjet output, like advertising pictures of display boards, similar to the principle of inkjet printers. The advertising picture is sprayed line by line with a special four-color nozzle, and the ink and fog dots are mixed according to the color separation ratio to form a picture. The materials of advertising pictures are light box composite cloth, light box film and so on. These materials should pay attention to distinguish between indoor light boxes and outdoor light boxes. Choose advertising screen materials with strong light transmittance, high color saturation after inkjet printing and not easy to fade. Screen design is a kind of light box advertisement, which tries to express the main content of the advertisement screen with very bright colors in a transparent situation.

7. Kanban design

Real estate advertising kanban division of labor on-site kanban and outdoor advertising signs.

On-site billboards mainly use the wall of the construction site as the carrier of advertising pictures. The wall of the site fence can be brick wall or wooden board.

Outdoor advertising signs mainly choose places with large traffic, from medium-sized to super-large billboards. In recent years, foreign T-shaped billboards with the international standard size of 4.3× 14.6 meters have been introduced into urban elevated roads and several main roads, and the advertising effect is ideal.

Kanban advertising surface painting can be painted with pigments and paints, and can also be mounted with the advertising picture output by inkjet printing. Night lighting should be considered for billboards, so that billboards are particularly eye-catching at night and the advertising time of billboards is prolonged.

8. Banners and bunting

Real estate advertising banners can be horizontal banners on the road, or banners or straight banners hanging on real estate scaffolding or existing building walls, with a large width, and the area of such banners can reach more than 100 square meters. According to the size of the area and the actual situation, the banner adopts ordinary Oxford cloth, reinforced Oxford cloth and polyurethane light box cloth. Printing methods include screen printing, computer lofting and jet printing, and computer jet printing output. Colored flags are generally screen printed with ordinary Oxford cloth.

9, handbag design

Real estate advertising handbags are mainly given to citizens who come to sales offices or real estate exhibitions to facilitate them to carry sales information. A handbag is basically composed of two big sides, two narrow sides and a strap. These different elements must be considered as a whole in the design. Handbags are generally made of coated paper or cardboard with appropriate thickness, and the seams and bottom of the bag should be reinforced, such as lining paper.

10, body advertising design

Real estate body advertisements include advertisements inside and outside the body, the main types are taxis and buses. Double-decker bus is the ideal location advertisement. Because this kind of vehicle has a huge body, it can draw a large area of advertising screen. Double-decker bus is like a camel in a flock, with slow speed and high attention rate, and the audience can read the advertising information relatively calmly.

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What are the DM, folding pages, posters and other contents in the real estate publicity materials? DM: It's called a leaflet. Its main functions are: delivery characteristics: low production cost; short-term promotion information of real estate; basic information folding of real estate; similar to loushu, it is a simple loushu in essence. Its main functions are: simple loushu's functional characteristics: general production cost and rich content; real estate related information, including project introduction, apartment introduction and other posters: the general specification is A3 size, which belongs to a feature and content of DM. I hope I can help you!

What software are the renderings promoted by real estate companies now? Is it AdobePhotoshop? Of course, the buildings inside are generated in 3D, but the posters are not. Many softwares are available, including PC and CDR, but AI is generally used. Because vector graphics, those big materials can be enlarged and reduced at will, so this is the reason why the advertising design of general real estate companies is required to be 3D. You need to generate 3D pictures by yourself (general modeling is provided by other departments, and you can make your own pictures and paste materials), and then you can go to PS or AI to synthesize them yourself.