What is the navigation system in advertising?

Introduction to the guidance system It belongs to the content related to corporate image, that is, a component of the VI in CIS. "Guidance system" comes from the English sign, which has many meanings such as signal, sign, explanation, instruction, foreshadowing, etc. The sign in sign design refers to an identification symbol at the overall level. It focuses on people's psychological and physiological feelings and the overall creation of the design object, which will make people feel a sincere sense of intimacy. And it will form the overall identifiable intention of the design object.

Guidance system content

The guidance system is an information interface system that combines the relationship between the environment and people. In many cases, it is reflected in the individual shape of the logo. The guidance system has now been widely used. In modern commercial places, public facilities, urban transportation, communities and other public spaces, guidance is no longer isolated. It is not a single design or simple signage, but a systematic design that integrates brand image, architectural landscape, transportation nodes, information functions and even media interfaces.

Guidance system design is an intermediate discipline between traditional architectural design and visual communication. In modern urban life, the requirements for the information relationship between people and the environment are getting higher and higher. As small as an office building, as large as a region or even a city, scientific and humanized navigation design is required. It is no longer composed of materials, It is a single design and production project defined by modeling or processing type, but a system design project integrated into property operations.

Features of the guidance system

Guidance (guidance), as a culture or part of a culture, not only has the functions of guidance, explanation, instruction, etc., it is also the layout of the environment. It is an important link and an important part of creating style and shaping culture. Only by comprehensively understanding and correctly understanding it can we fully exert its role.

The recognition system mainly includes four aspects: vision, hearing, smell and touch.

Guide (guidance), according to its literal meaning, can be understood as guidance, instruction, guidance, and sight.

Edit this paragraph: Brief description of the division of visual signage systems

Visual signage systems can be divided into environmental signage systems, marketing signage systems, and public welfare signage systems according to their categories. display system, office guidance system and essential guidance system.

It mainly includes the main display (card), which is the core display of a region or theme; the secondary display (card), which is mainly used for sub-regions, sub-themes or regional secondary entrances; square Guidance; positioning guidance. Such as building number, house number, name sign, etc.; quantitative guidance. It is mostly used for warnings and prompts, such as size, quantity, urgency, severity, etc.; film and television guidance systems, etc.

According to the environment, it can be divided into vertical, horizontal, hanging, facade inlay, facade half-lift, mobile stand, desktop stand, etc. Conventionally, indoor and outdoor trash cans, document racks, outdoor floor lamp decorations, etc. are also included as guidance systems.

Environmental guidance system

Its style and functional orientation are different in specific environments, such as vacation and leisure, business and government affairs, real estate and home furnishings, etc. Here, the analysis and explanation are carried out with the guidance system of vacation and leisure environment.

Attributes of the guidance system of the vacation and leisure environment. The guidance system of the vacation and leisure environment mainly has four attributes: first, its functional attribute of guidance; second, it is a part of the environment. , it must be dissolved in the environment and serve the environment. It can sublimate its style and culture, but cannot be separated from the environment; thirdly, because of its guiding role in the environment, it is always at the focus of people's attention and becomes The focus that is most likely to attract people's attention; fourth, in the points, lines, and surfaces of the environment or architectural layout, it plays the role of points and points instead of surfaces. Therefore, its shape and decoration will directly affect the style, culture and quality of the overall landscape.

For this reason, the leisure and vacation environment guidance system must not only pay attention to its guidance function, but also pay attention to its "focus" role in creating atmosphere, culture, and taste.

The style and cultural positioning of the resort and leisure environment guidance system. The style of the resort and leisure environment guidance system: In order to strengthen the status, brand and benefits, a park, a community, a landscape or a building are all In the pursuit of difference and emphasis on individuality, each has its own cultural system. The theme and culture are its highest state and the soul. For example, the leisure resort hotel industry has different styles, including European style, Japanese style, Chinese classical garden style, Mediterranean style, South American style, Southeast Asian style, etc., including indigenous, luxurious, classical, modern, etc. When guests step into the subject's field of vision, they will fully feel the strong cultural atmosphere and experience the unique feeling of being in a foreign country or a foreign country. To create such an atmosphere, designers are required to fully understand and grasp the pulse of culture or style, whether in the overall layout or specific shaping, at any angle of point, line, surface, in gardens, architecture, decoration, decoration, etc. It is necessary to permeate the "authentic" cultural atmosphere, so that the cultural shaping can reach a perfect state. For the guidance system, the role of "point" was mentioned earlier (some can be extended to "line"). Due to its important position, its cultural positioning is the top priority.

When the theme is determined (such as Mediterranean style, tropical rainforest or Mayan culture), it is necessary to position the carrier that reflects this culture. Such as shape, color, texture (material), overall and local balance, macro and micro coordination, etc.

Cultural positioning: 1. Styling positioning. The creativity and design of the shape are based on the cultural positioning to find the entry point. As long as the overall message that fully reflects its culture is finally achieved, showing its personality and charm is a successful styling positioning. For example, animals, plants, patterns, totems, all substances, graphics, words, etc.

Shape positioning can also be applied and designed based on points, lines, and surfaces. For example, a leaf shape can be applied to various guides according to size, making people feel its distinctive personality and strong integrity; if it is copied into multiple or multi-angle combinations, it will form a strong A sense of series and integrity; if different plant leaves are combined and applied, it will reflect the rich plant cultural background, and its cultural connotation and positioning will also change.

It can also be positioned according to the combination of cultural elements, graphics, text combinations, etc. For example, the Cactus Resort Hotel is positioned based on the totem culture of the Mayan civilization in America. It establishes its cultural background through the comprehensive use of elements.

2. Color positioning. The color of the guidance system is also positioned closely around culture and style. It can directly affect people's consciousness and feelings, and plays an important role in people's emotions and first impressions. For example, if the Mexican culture is used as the background, the dry atmosphere, the yellow of the desert, the dark green of the cactus, and the traditional (Inca culture) cultural colors, such as deep red, light yellow, purple, white, light blue, etc., must be taken into consideration. . For another example, if the European style is used as the background, elegant and luxurious white, dark blue, gold, silver, red, etc. should be considered. A nation or a region has its own color habits, which are affected by its natural environment, history, culture, etc. In order to create an "authentic" cultural style, designers are required to have a comprehensive and in-depth understanding of it. Come up with good works that have soul and can withstand scrutiny.

Color positioning should also take into account the role of points in the overall environment.

3. Texture (material) positioning. The texture of materials plays an important role in culture and style. For example, whether it is indigenous and ancient, or modern and gorgeous, it has completely different effects in the use of materials, surface treatment and craftsmanship. Materials and techniques that are not from a historical period, a material series, or a cultural category must be used with caution. Similarly, material texture should also take into account the relationship between points, lines, and surfaces.

Marketing guidance system

The marketing guidance system and the environmental guidance system have different goals. Environmental guidance is a part of the environment, which is a part of the subject. Dissolve in the environment and serve the environment. The goal of marketing guidance is to serve the sales process and create a good marketing environment.

In terms of positioning, the first thing it considers is the brand. Such as LOGO, name, color, etc.

It does not require blending into the natural environment, but the more distinct and impactful it is, and the more it can catch people's attention, the better. Its application period is synchronized with its marketing activities and is relatively short. It is an act of advertising. Generally, it is not suitable for living environment.

Essential guidance system

Essential guidance system has specific functionality and designation. Its shape, color, and even installation and use have strict technical standards. . It is provided and installed by the construction unit of the corresponding project. For example, safety signs such as emergency exits and fire-fighting equipment; traffic guidance systems; warning signs for electricity, water, optical cables, and gas.

Public welfare guidance system

Public welfare guidance system mainly plays the role of publicity and reminder. The first requirement for public welfare guidance is not to deviate from the cultural positioning of the general environment, and the second is to place more emphasis on its warmth and humaneness. Generally, it cannot be applied in series, and most of them only explain and express individuals or events, but its style must also be unified. For example, notice boards, plant names, area descriptions, warm reminders (do not trample, be careful when bumping, steep slopes, cunning roads, etc.).

Although its positioning is not as clear as marketing guidance and necessary guidance, it does not have to be as closely linked to culture and design as environmental guidance. It can be somewhere in between, but We must pay attention to its human touch.

Office guidance system

It is aimed at managers. Generally speaking, seriousness is the characteristic of office guidance system. Its positioning is not the same. Some are closely related to its environmental and cultural positioning, and some are based on its corporate philosophy, values ??or corporate culture. Its positioning is mainly determined according to the requirements of managers. It mainly includes institution name badges, department badges, work badges (badges), office area signs, etc.

Other functions of the guidance system

The guidance system is usually designed and applied according to its category, but it can also be used in combination. For example, for the sake of marketing competition among gas stations, some gas stations enlarge the shape of the conventional guidance symbols at their entrances to make the color contrast more vivid and eye-catching, forming that their functions are not only directional guidance, but also expanded to marketing tools. Since "enter from here", it is further translated as "'please' and 'want' to enter from here".

The guidance system can also be integrated with the visual and auditory systems in the identification system. For example, when entering a certain area, you can not only see its visual cues, but also smell its various specific smells (such as the various aromas of plants, etc.), and you can also hear its different background music (such as style, rhythm, etc.) volume, etc.). Only in this way can we give people a comprehensive understanding and feeling of culture and style.

Edit this paragraph to create an eye-catching guidance system

How to create a good logo design or guidance system? I think this issue is something that many designers should consider. The following is Here are some views and insights on logo design and production: Be creative.

[1]

(1) Clear creative goals

1. Customer requirements 2. Market requirements 3. Customers’ customer requirements

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To be a logo designer, you must first listen to and understand the company you want to work on, its temperament, soul and ideals. Industry characteristics, the sense of homogeneity that has been formed in the history of the industry, and the personality of the new logo. Homogeneity is also security, and individuality represents my existence.

Innovation refers to proportion: homogeneity (industry characteristics) security and identification (innovation)

Creativity: harmony, speed, power, etc. are all beautiful. Art serves the all-encompassing objective world, and nothing can avoid art.

(2) A good logo is intentional

A good logo is intentional, just like Chinese names and Western names. Western scales are called scales, which seek balance in stability; Chinese scales seek balance in dynamics. The hallmark of China Telecom is to seek balance among dynamics. He has no straight line, no stable place to stand. But it always gives people a reliable and stable visual experience. There is also the logo of China Southern Power Grid, which breaks all the concepts of circle and square, and the left side moves.