Common sense of advertising design

1. What are the basic terms of advertising design?

Advertising terminology: design refers to how production designers and graphic designers choose and configure the artistic elements of advertisements.

Designers choose specific artistic elements and combine them in a unique way, thus setting the design style-that is, an expression of ideas or images. The design of woodland highlights the information through a sense of emptiness.

First of all, the size of photography is eye-catching, the pure text makes the advertisement relaxed and pleasant, and the copy is full of blanks, giving people a clean and readable feeling. Although advertisements use various elements, these gaps maintain the harmony and balance of elements.

Under the guidance of the production designer, several artists make a preliminary composition of the advertising concept, and then cooperate with the copywriting to come up with their own graphic design expertise (including photography, typesetting and drawing) to create the most effective advertisements or manuals. Layout refers to the overall arrangement of all components of an advertisement: image, title, subtitle, text, slogan, stamp, logo and signature.

Layout has several functions. First of all, layout helps advertising companies and customers to make and evaluate the final image and feeling of advertisements in advance, and provides tangible basis for customers (usually not artists) to modify, change, judge and recognize. Secondly, the layout helps the creative team to design the psychological elements of advertising-that is, non-verbal and symbolic elements.

Clever advertisers not only hope that advertising will bring them passengers, but also hope (if possible) that advertising will establish a certain personality-image for their products and establish brand (or enterprise) assets in consumers' minds. To achieve this, the "appearance" of advertisements must clearly show a certain image or atmosphere, and embody or strengthen the advantages of advertisers and their products.

Therefore, when designing the first draft of advertising layout, the creative team must have a strong understanding of the expected image of the product or enterprise. Take forest land as an example, the reason why creative people combine the empty picture that occupies the main position with sparse copy is mainly for image.

Advertising immediately left an indelible impression in the eyes of the target audience and added some value to the brand. Thirdly, after selecting the best design, the layout will play the role of blueprint, showing the proportion and position of each advertising element.

Once the production managers know the size, number of pictures, layout, color and illustrations of an advertisement, they can judge the cost of making an advertisement. Thumbnail, a sketch used by artists to show the layout, is very small (about 3*4 inches), omitting details, which is the most basic thing.

Straight lines or water ripples indicate the position of text, and boxes indicate the position of graphics. Then, the selected samples are further developed.

In detail, the artist draws the actual size advertisement, puts forward the final text of the candidate title and subtitle, arranges illustrations and photos, and uses horizontal lines to represent the text. Advertising companies can submit details to customers, especially those who care about costs, and get their approval.

From finalization to finalization (preliminary typesetting /p), the production has been very detailed, almost the same as the finished product. The final draft is usually very detailed, with color photos, determined font style, size and matching small images, plus a smooth paper envelope.

At present, the typesetting of the final draft and the collocation of image elements are all done by computers, and the printed advertisements are like four-color proofs. At this stage, all image elements should be finalized.

Sample sample reflects the look and feel of the manual, multi-page materials or point-of-sale display in your hand. With the help of colored pencils and computers, the artist cleaned the samples, put them on hard paper by hand, and then cut and folded them according to the size.

For example, the sample of the manual is bound page by page, which looks exactly like the real finished product. The final manuscript of typesetting combination handed over to the printing factory for copying must put the words and graphics in the correct position.

At present, most designers use computers to complete this part of the work, without the process of imposition. However, some advertisers still keep the traditional layout combination method, marking black fonts and artistic elements (also known as imposition pasteup) in their respective positions on the blank version, and then covering them with transparent paper to mark the hue and position of colors.

Before copying, the printing factory has to shoot the imposition with a large plate-making camera and set the basic tone, copy and film of the advertisement, so the printing factory often refers to the imposition as ready-made art of the camera, which may change the artistic elements of the advertisement at any stage of the design process-until the ink falls on the paper.

Of course, in this way, the cost can also increase exponentially with the progress of the link, and the later, the higher the cost of change, even as high as ten times. Copywriters and designers always face the problem of "approval".

The bigger the advertising company and the bigger the customers, the more complicated this procedure is. A new advertising concept must first be approved by the creative director of the advertising company, then by the customer department, and then by the product manager and marketing staff of the customer side. They often change one or two words and sometimes even overturn the whole expression.

The legal departments of both parties will strictly review the copywriting and art elements to avoid problems. Finally, the senior management of the enterprise will review the selected concepts and texts. The biggest difficulty of "recognition" is how to avoid letting decision makers break the original style of advertising.

The creative team has made great efforts to find a friendly advertising style, but a group of people who are not copywriters and artists have the right to completely change it. It is quite difficult to maintain the purity of art, which requires patience, flexibility, maturity and the ability to clearly and forcefully express important opinions and explain the reasons for artists' choice.

2. What is the knowledge of advertising design?

1, all kinds of design software are necessary, so I won't list them one by one; 2. You must have a certain artistic foundation, otherwise you can't complete the performance of the creative (non-material) part; 3. Have a certain talent and sensitivity to the collocation and application of colors; 4, to learn "space art", because design is not a pile of materials, but to express a perfect artistic conception with limited materials; 5, understand some consumer psychology, so that you will have the direction of expression when arranging primary and secondary design content; 6. Be sure to copy more excellent works of graphic expression, which will help you grasp the artistic conception and effectively improve the expressive force; 7, understand the various forms of advertising graphic design; 8. Developing the habit of reverse thinking is helpful to the precipitation of creativity; ,,,,, Hehe, that's all for the time being. This is my years of experience in the advertising industry! Blessing.

3. What knowledge should I master in learning advertising design?

1. It is very virtual.

This kind of virtuality is manifested in the construction of illusory illusion through multimedia art, and the illusory assumption and fiction of current problems. 2. Good interactivity.

Multimedia has an operating environment where people and machines interact and communicate with each other, and information recipients can adjust the way and process of information exchange according to their own needs. Good interactive function and interface is an important content of multimedia communication design and an important symbol of success.

3. It is widely publicized. Multimedia art actively participates in popular culture and consumer culture by means of television, video and internet, and walks out of personal privacy and small circle, which has a strong influence on popular culture.

4. It has strong timeliness and popularity. Multimedia art is often good at grasping fashion topics and cultural hot issues, reporting and spreading in a timely, effective and rapid manner.

Its artistic symbols are easily associated with popular culture, thus becoming an avant-garde and avant-garde art form. The influence of multimedia on product packaging design embodies the characteristics of the times, and conversely, the development of the times also promotes the development of packaging design.

Information technology represented by multimedia has changed people's life style and designers' working style, brought unprecedented development space to packaging design, and presented many new features and advantages, such as expanding service objects, expanding design space, simplifying design process, shortening design cycle, reducing design cost and making packaging design convenient and fast.