What is the unique concept of album design?

Under the condition of market economy, shaping a good corporate image is very important for the development of enterprises. Corporate image has seven functions: it can make enterprises gain public trust and support, help enterprises occupy the market, enhance their fund-raising ability, help enterprises recruit talents, enhance their cohesion, create brand-name products and enhance their core competitiveness. Finally, it is emphasized that corporate image is a symbol of corporate strength, regional strength and even national strength, and corporate image strategy should be vigorously promoted.

With enterprises paying more and more attention to their own image, many enterprises have begun to make their own publicity albums in order to better publicize their own image. This is a good thing, but in order to show their strength by comparison in the form of picture books, many enterprises are making more and more thick picture books-from dozens to hundreds of pages, and the format is getting bigger and bigger. It seems that the thicker the picture book, the stronger the enterprise strength. Actually this is a serious misunderstanding. The thickness or size of the photo album does not represent the strength of the enterprise. In fact, the thicker the photo album, the bigger it is, and the more inconvenient it is for the relevant personnel of the enterprise to use. For example, when marketers visit customers, too thick photo albums are a very real burden.

What is particularly interesting is that the contents of enterprise picture books are more and more similar. For the steel structure industry where the author works, the structure of most enterprise picture books is like this: first, the photos of the chairman, president or general manager, plus speeches, then the company profile and organizational structure, then the manufacturing strength, installation strength and technical strength, and finally the mutual representation of the projects. The picture books of the whole steel structure industry have little new ideas, let alone great ideas.

How to design attractive family photo albums?

This directly leads to the fact that enterprise picture books can't reflect the strength of the company well. At a glance, the picture book of "AA steel structure" can basically be used as the picture book of "BB steel structure" as long as the brand name (BB steel structure) and project name are changed. Sometimes, even the "idea" and "chairman's speech" of the two companies are exactly the same embarrassing situation. This is, of course, mainly the result of laziness of advertising companies-plagiarism, but more importantly, the lack of ideological guidance in the process of making enterprise albums leads to the sameness of albums. In view of this situation, the author combines his own practical experience and briefly talks about his own personal experience and practice.

Establish a structure that best reflects the strength of the company.

The structure of the company photo album is very important, just like a beautiful building needs a unique structural design. It can be said that if the structure of an album is not very innovative and creative, then the photography, design and printing of this album are no matter how good, it is difficult to attract customers to read it, and it is even more difficult to leave a deep impression on customers. This is also similar to architecture. A building looks ordinary, and it is difficult for people to be interested in knowing the quality of interior decoration. The author thinks that enterprises should fully evaluate their strengths and weaknesses, as well as threats and opportunities when making picture books, that is, conduct a comprehensive and in-depth SWOT analysis. Then build a structure that best reflects the overall strength of the company. At the same time, this structure can well avoid the weaknesses and threats of the company. For example, when I was planning the company's album, I built the structure of the company's album with a unique concept, and concentrated on cleverly showing the company's powerful strength.

Choose materials that are closely related to the concept.

In fact, almost every company now has its own ideas, hanging on the wall, printed in picture books, or appearing on the company's own website. However, the author found that many companies only have "their own ideas" and have not applied them to actual behaviors. For a simple example, many companies say that they are "honesty-oriented", but few are honest with their customers, and even their employees are born to die. As far as picture books are concerned, many companies simply print the words "honesty-oriented" on the picture books, but there is no corresponding "fact" to echo them.

This makes it difficult for customers to form a deep impression on it. On the contrary, if you add some honest examples, supplemented by accurate and beautiful copy, it will leave a deep "memory point" for customers. For example, when I plan the company's album, I will first quote the example of the company's "fried steel structure" to echo it, which is simple and clear, and immediately makes customers have a deep memory of the brand. Therefore, when making enterprise picture books, we must select a number of materials that can reflect the company's philosophy from the "mountain" of materials, and then make necessary arrangement and integration of these materials before putting them into picture books.

Where is the traditional marketing going and how to innovate the album design works?

After the above-mentioned "building the structure that best reflects the strength of the company" and "selecting materials closely related to the concept", the picture quality of the album as the basis of the album can not be underestimated. We know that now is the era of "reading pictures". On many occasions, pictures are the main way to reflect problems, and words only play an auxiliary role. In this case, we must work hard on photography and design. Please ask the most suitable photographer to take pictures in the early stage and the most suitable designer to do it later. Of course, the paper and printing technology used in the album are also very important. If you are not careful, your previous efforts may be in vain.

However, I still want to reiterate my point of view that photography, design and printing in the process of enterprise album production are only relatively procedural links, and the technology is relatively mature. As long as you choose carefully, there will generally be no problem. The key link of enterprise photo album production is the overall "planning" of photo album. Now, in order to improve the quality of enterprise picture books and accurately reflect the strength of the company, we must take the road of "differentiation" and attach great importance to the "planning" of picture books so that enterprise picture books can "speak" with excellent "planning".

From a macro perspective, corporate image is a symbol of corporate strength, regional strength and even national strength. The more well-known enterprises in a country, the stronger their competitiveness in the world, the more they can explore the international market, thus winning more commercial profits, and the overall national strength will naturally increase, so that the country will become an economic power and then a world power. Corporate picture books are an important way to shape corporate image. The creation of a good corporate image contributes a lot to the creation of corporate picture books.