Qixi creativity advertising photography

Science and Technology Communication is a national academic journal of science and technology for your reference.

Improving communication quality with the concept of big vision

First, we need to know two numbers:

15 points: a newspaper is read by readers for less than 15 minutes.

30%: A newspaper has less than 30% readers.

Secondly, we need to know three phenomena:

1, newspapers are becoming more and more magazine-like, and the proportion of pictures and texts is getting higher and higher.

2. Color separation of newspaper cover. More than 80% of the covers of small format newspapers are mainly pictures.

The photo company intervened in the provision of newspaper photos.

Third, what are the visual elements of newspapers?

All visual elements of newspapers fall into two categories:

1, rational elements: rational elements such as dotted lines, columns, writing, fonts, etc. These are the rules to be followed, and the specific rules and norms can be clearly defined.

2, perceptual elements: graphic, color, space (blank space) and other perceptual elements, which are legal without style; There may be principles, but there are no rules; It is emotional and can be grasped through understanding. For a newspaper, only by doing this part well can the newspaper have quality.

Fourthly, graphics are the core design elements in newspaper visual design.

1 is the primary factor of visual impact and attraction.

2. It is the principle of "visual priority", which is the first factor to determine the layout form of a newspaper.

3. The key information of newspaper readability-readability, reading speed and emotional influence of pictures are better than words.

Conclusion:

The visualization of information determines that newspapers require more and more pictures, charts and illustrations in quantity and quality.

Information:

USA-Today has risen rapidly in recent years because of its visual news expression, with visual news accounting for about 50%.

Beijing Evening News and Liaoshen Evening News also opened up special news pages with pictures and texts.

Five, the classification of graphics:

Five categories: photos, drawings, illustrations, icons and charts.

1, photos: including news photos and information films.

Three characteristics of photos:

(1) clear, the information should be clear (but this clarity is not necessarily what the theme you express is, what is on the screen, and the real kung fu pursues the voice-over).

2 novelty: there are two meanings, one is to use photos that others have never used; Second, creativity should be new.

Wisdom: A picture is worth a thousand words.

Precautions for using photos:

① Panoramic photos should not be too small.

② A close-up of your university.

(3) Information films are rather lacking than excessive, and have nothing to do with the text.

Conclusion:

Shock: enlarge, enlarge, enlarge, cut, cut (beauty).

You didn't shoot well enough because you weren't close enough (Pulitzer Prize winner).

2. Drawings:

(1) Local Processing Map: Mining Map of Stylistic Stars.

Pay attention to two points: graceful posture; You can't dig for nothing.

② Synthetic concept map: a picture of the combination of reality and reality. For example, we cut interest rates, the property market and so on.

③ Draw a schematic diagram: restore the scene of the car accident, rescue the children who fell into the water, and so on.

3. Illustration: Illustrated with articles. For example, all kinds of illustrations used in Longjiang.

4. Icons: masthead, column head of special report, serial report logo, etc.

5. Chart: It is made by a special visual editor.

Information:

The number of charts increases from 1989. The Missouri School of Journalism in the United States had this major in 1995. It is said that the School of Journalism of Renmin University will offer this major this year (09).

At present, Xinhua News Agency has 1 1 cartographers, all of whom are design professionals. Last year, I recruited two graduate students from Tsinghua University, also majoring in design.

Due to the visualization of information transmission, newspapers have developed from readability, compulsion and readability to "pleasant reading" now, that is, to attract attention.

Six, under the guidance of the concept of big vision, this year's newspaper has improved in content and form:

1, from top to bottom, reach the consensus of "visual priority":

With a good clue, the first thing that comes to mind is-if you use pictures, can you convey information well? If not, consider letting reporters go out again. Each edition has set up a photo column, and the visual edition has increased the frequency of publication, including the first half-monthly talk, the first local "Hexiang Vision" and the first oil field "Oil Time". If there are many news materials, they are not limited to such a release cycle and are available at any time. At any time, the concept of "visual priority" is truly reflected in every issue of the newspaper.

If the picture is of good quality, the text must give the picture a layout. If one version fails, give two, and if two versions fail, give three. If you have material, you must do it well.

Information:

Nanfang Daily: The mobile department of photography has become the mobile department of the whole newspaper. You don't need a screenwriter at the critical moment, just send a photographer to the battle.

During the war in Afghanistan, a photographer from Nanfang Daily sent back a picture and a text feature from the battlefield every day. At that time, the writers of Nanfang Daily shaved their heads and prepared to set up a "death squad". They didn't go to war when they arrived, but the photographer went to the front of the war.

During the tsunami in Indonesia, it was also a photojournalist who went to Indonesia. He reported all the written reports and photo reports. Other media went to four or five reporters and even took pictures with words, which caused great waste of human and financial resources, and the quality and influence of reporting were not as good as that of Nanfang Daily.

2. Actively promote the interaction between newspapers and networks and increase the influence of newspapers;

① Establish a reporter's blog of Liaohe Evening News.

② Interactive Department: QQ Chat Bar, Evening News QQ Reader Group and Community QQ Group.

③ Blog supplement: grassroots blog and oilfield blog.

3. Appropriate media linkage, sharing resources and saving costs.

This year, the oilfield was 40 years old and the founding of the People's Republic was 60 years old. With the theme of "I donated oil for the motherland-those years, those people and those things", we organized a series of news reports in conjunction with the anniversary evening news of the anniversary oilfield, the tonight evening news of Shengli oilfield and the Urumqi evening news of Karamay oilfield. You can also join hands to open the column "Old Oil Looking for Buddies" to increase the human touch of the newspaper and play the family edition. Newspapers, like schools, make people grow; Newspapers, like families, give people warmth. )

4, highlight the "oil" flavor of the newspaper:

(1) Municipal People's Livelihood Edition increased the number of official oilfield news reports.

(2) The visual version of oilfield special edition "Oil Zone Time".

(3) Longhe Supplement provides a special edition of oilfield blog for oilfield authors.

④ On the basis of the original columns such as Young Oil Man and Old Oil Storytelling, the community edition has added columns full of oil flavor such as Mrs. You, Oil Baby, Oil Flowers in Full Bloom, and Oilfield Children's Entrepreneurship.

The survival and development of newspaper industry is experiencing the cross competition between the same kind of multimedia and different kinds of multimedia. For newspapers, the main competitors come from two aspects, one is the competition with magazines, television, Internet and other multimedia. The second is the competition with the newspaper industry, especially the same kind or the same city newspaper.

The competition among various media is becoming more and more fierce, and the homogenization of content is becoming more and more obvious, which makes various media pay more and more attention to the competition of visual image packaging. The visual design of media has become a great weapon for media to break through innovation and win competition.

The visual image design of newspaper is one of the core parts of the overall competitiveness of newspaper, which can make the newspaper gain readers' attention, intuitively reflect the newspaper's personality image, continuously improve readers' satisfaction and finally gain readers' brand loyalty.

Modern newspaper visual design is to determine a more scientific, targeted and competitive visual communication design scheme on the basis of comprehensive investigation and analysis of market competition, reader segmentation and content positioning, and to design information products that meet modern people's reading needs and aesthetic tastes, and conform to modern reading environment and reading methods. In this sense, the visual communication design of modern newspapers is an intuitive embodiment of the competitive strategy of modern media.

What is the competitive strategy of newspaper visual design?

What is your visual design strategy when your market positioning and revision goals are determined?

The formulation of a news media product's competitive strategy can not be separated from the situation analysis at two basic levels: first, the advantages and disadvantages of its media "category" in different communication structures that can meet the same needs; Second, its advantages and disadvantages in similar media communication.

The information demand of readers is the fundamental starting point of product competition strategy. The information needs of modern readers are increasingly diversified. According to the needs of different readers, newspapers must analyze where their competitors are stronger, where they are relatively weak, and where their strengths and weaknesses are, and then clarify their competitive positioning, establish and strengthen the advantages that their competitors can't or don't have, lock in a clear "public" or "minority" and provide unique reading satisfaction. This is the differentiated competitive strategy.

What is the core idea of the differentiated competition strategy of newspaper visual design?

The differentiated competitive strategy of newspaper visual design is to foster strengths and avoid weaknesses.

The key to achieve differentiation is to find the design competitive advantage that others can't surpass according to their own positioning and resources, and then go all out to be the strongest.

For example, the analysis of differentiated competition strategy between newspapers and online media.

Newspapers belong to the mass media with single-point-to-multipoint communication, while network and mobile phone media are the media with multi-point-to-multipoint focus communication. Massive information, convenient retrieval, timely browsing and instant interaction are all outstanding advantages of emerging media.

Newspapers should pay attention to avoid falling into a huge trap.

The audience's demand for news information has shifted from "quantity" to "quality". The amount of information the audience knows has changed from lack to enough or even saturation and surplus. We are facing readers with information phobia, who need more valuable and interesting information. A small-scale survey of readers shows that each reader in Guangdong spends about 50 minutes reading newspapers every day, and the more high-end readers, the shorter the reading time. The bottom line of people's average daily reading time determines the thickness of a newspaper and the design requirements of speed reading. Unless it is necessary for advertising expansion, expanding the edition often plays an advantage of attracting readers and strengthening competition within a certain limit, but beyond the limit, the marginal effect decreases, and expanding the edition again is not only a waste of resources. Moreover, too much content supply and too thick space beyond people's possible reading time will cause readers' anxiety and reduce the communication efficiency and social reputation of newspapers. This is one of the reasons why the edition of Southern Metropolis Daily 100 stopped expanding.

Compared with online media, newspapers have the advantages of authority and rigor.

The inherent diversity of the Internet makes it full of a large number of alternative views and marginal attitudes, and it is doomed to be unable to shoulder the responsibility of authoritative explanation and guidance, which objectively provides a space for newspapers and other traditional mainstream media to play their roles. Newspapers have natural advantages in authority and credibility, and these two aspects are exactly what advertisers pay special attention to. This is why almost all powerful newspapers are strengthening in-depth reporting and opinion analysis, and they all want to be mainstream newspapers.

"Reader-oriented" is the most fundamental concept of media visual design. With the accelerated pace of people's life, readers have higher and higher requirements for the efficiency of obtaining useful information. Under the condition of information surplus, the mission of the newspaper is not so much to provide information as to screen, sort out and explain the information, make it orderly and give it readability value. Obviously, newspapers have unique advantages in information dissemination, such as orderly collection, logical interpretation and readers' independent choice, which is reflected in the visual design strategy, that is, presenting the communication content to readers in a more concise, clear and coherent form. In the information age, readers require visual communication to emphasize speed reading and readability, and simplicity, vividness and readability are the most essential requirements of visual design. Strict, exquisite, fresh and concise high-quality newspaper layout style is becoming the mainstream of design. For example: Nanfang Daily, Beijing News and Huashang Daily.

How to realize the differentiated competition strategy of newspaper visual design?

1, personalized design.

The ideal layout should be consistent with the brand temperament of the newspaper. Newspapers with different positioning have different design styles, and there is no best layout design standard, only the most suitable one. But there is no doubt that the design with the most individual style is the most vital. The significance of the difference in visual design lies in that newspapers can get the attention and love of different readers, form the layout temperament and brand personality belonging to this newspaper, and can be accurately perceived by readers.

The extreme of a newspaper's distinctive personality lies in whether it can give its people personality characteristics.

First, create a distinctive personality image

In today's newspaper production and operation as a cultural industry, personalized visual image is very important for effectively attracting new readers, retaining and cultivating loyal readers. Newspapers introduce the overall visual image design. By visualizing the concept of newspaper, the visual image is unified and stable, including unified font, font size and relatively stable layout structure. It can effectively establish a distinctive newspaper visual identity and create a personalized newspaper visual image.

In August, 2002, Nanfang Daily established its position as a high-end mainstream political and economic newspaper, which was different from the newspapers in the same city, and redesigned its modern eye-catching title for independent use. The principle of simple, square, straight and transparent module arrangement is established; Unified the concept of simple and elegant color, added dark blue as the standard color of daily newspaper, and set the standard color for different overlapping pages respectively; Choose Song Ti as the main font for layout and advertising design; At the same time, a complete VI design is carried out, and a set of distinctive visual language specifications is established, including the combined application of logos, standard fonts and color standards, as well as the visual design application of office supplies, advertising design, format packaging, promotional supplies and clothing vehicle distribution. Make every effort to create the unique visual style of Nanfang Daily. The layout director is also the director of the brand development room, responsible for the daily application and monitoring of VI system. Finally, from the visual image, Nanfang Daily has effectively established a significant difference from the same city daily, obviously strengthened the personality image of Nanfang Daily, and effectively reflected the strategic goal of targeting high-end readers.

B, adhere to the mature visual personality

In a mature newspaper, the layout style of the newspaper maintains a high degree of counterpoint with loyal readers. The cultivation of readers' reading habits and their expectation for newspapers is the result of long-term stable layout, layout setting and graphic style cultivation, and it is the most precious intangible wealth. Readers don't want a newspaper to reflect irregular personalization. Frequent large-scale revisions make the layout of newspapers present a flowing visual structure, which is not conducive to the formation of stable reading habits for new readers, and also makes old readers always feel insecure. The reader orientation and design style of a newspaper are vacillating, which will eventually waste its image recognition accumulation.

The survey of commercial enterprises shows that the cost of attracting a new customer is 4 ~ 7 times higher than that of retaining an old customer. It is hard to imagine how a newspaper that lacks a stable and loyal readership can maintain its strong competitiveness in the media market.

1982, American national newspaper USA-Today was founded. By absorbing the advantages of TV visual communication, USA-Today emphasized fast reading and readability, created short text arrangement, and used a lot of color photos (according to statistics, the average "chart elements" of USA-Today reached more than 60%) and intuitive charts and illustrations, which attracted many readers and became the newspaper with the largest circulation in the United States. However, The New York Times, a major American newspaper, was unmoved. Although it was revised later, it was only fine-tuned. However, it has always adhered to a simple, serious and beautiful layout style, which complements its reporting content and newspaper positioning. The Wall Street Journal has always ignored the use of pictures. In recent years, in order to meet the needs of the market, it has also begun to try to use the form of photo reports. However, it is impossible for the Journal to catch up with USA-Today intuitively. This is determined by the different content nature and reader orientation of these three newspapers. They have different missions and design values, and sticking to their own layout style is the foundation of the three major newspapers.

Comparing the current layout of The New Yorker and The New York Times with that of a few decades ago, it is surprising that little has changed.

Nanfang Daily has been revised five times. It was only in 2002 that the first revision completely changed the overall layout according to the concept of running a newspaper and the new strategy of readers' segmentation and positioning, and the subsequent revision gradually improved the layout according to the specific situation. The temperament and basic design principles of the layout have never changed.

The layout development of Nanfang Daily mainly has three stages: from August 6, 2002 to February 6, 2003, 12. According to the messy layout style, details and uneven level of the layout designer at that time, the concise and simple layout style was determined, and the unified details, modular layout, simplicity and plain color were comprehensively sorted out, which met the basic reading requirements of readability and initially established a distinct.

June 5438+February 65438+February 2003, the regional edition was established. According to the novel and lively reading needs of readers, this design requirement is put forward, and the design styles of different editions such as current politics, economy, weekly, supplement and regional edition are greatly expanded. It is required to strengthen vivid and eye-catching design, enrich design techniques and form a unified and diverse overall design rhythm.

On March 28, 2006, the overall mature design requirements were put forward: from individual Excellence to overall balance, from concise layout to excellent drawing and illustration, from wonderful day to 365 days to maintain a stable high standard, and strive to achieve the ultimate in every detail and become a stable and dynamic mature quality newspaper.

In the past four years, we have conducted systematic and professional business training for all visual designers, trained high-level professional cartographers and illustrators, and improved the knowledge structure of visual designers; The visual news center is integrated by layout design, photography and pictures, which ensures the smooth and efficient visual design process from the architecture; In the performance appraisal, by binding good layout with good layout, the appraisal system of poor design and good design is gradually opened up, which greatly promotes the enthusiasm of designers. Only the overall mature design can establish the unrepeatable design advantage.

2. Reverse design.

One of the principles of brand building of Jack Trout, an American positioning master, is to choose colors that are opposite to those of your main competitors. For example: Pepsi's blue positioning, Tide's orange packaging.

The positioning and design of newspaper layout style should not only consider its own image positioning, but also consider the positioning and design of competitors. Modern visual communication is three-dimensional and interactive. Fighting for different or even opposite designs is a more effective competitive strategy than following your competitors' designs.

The new headline of Nanfang Daily has a large area of blue, silver and gray, which is also to have obvious color difference with the national red party newspaper and city daily. The outdoor advertisements of Nanfang Daily, the clothes of publishing houses and the distribution terminals of cultural stations all emphasize the blue tone, which is in sharp contrast with the red of Guangzhou Daily and Yangcheng Evening News, the red and yellow of Nanfang Metropolis Daily and the blue-green of New Express. Readers can see it at a glance from the distance of 100 meters.

A, imitate the design form of your main competitors, and there is almost no chance to surpass them.

We are not opposed to learning, digesting and absorbing new design concepts, especially the visual advantages and characteristics of new media, but we must avoid following suit in the design of similar media forms. And you must choose a distinctive and feasible design style from your market positioning, the actual needs of readers and your own actual situation (including your designer level and available design resources, etc.). For example, the front left column of the party newspaper has special functions, while the urban and financial newspapers have no such restrictions.

Judging from the competition of Guangzhou newspaper industry in recent years, Southern Metropolis Daily has established a unique design concept and visual image with its cover design of big pictures, headlines and big posters, and has become a successful model of format design recognized by the industry. Several daily newspapers with similar designs in the same city have never exceeded or reached its design height.

B, it is almost impossible for you to win readers who like your opponent by imitation, but you can attract readers who don't like your opponent by different choices.

Example: 7-up's "non-cola" positioning. The concept of running newspapers and managing finances in Southern Sports is "different" from theirs.

Readers' aesthetic demand for reading is becoming more and more personalized. Dealing with a distinctive and powerful opponent, targeting readers who don't like his opponent and making different demands on him is an effective strategy for rapid development.

The main picture of the first edition is the focus of the front page design of the newspaper, and it is also the first attraction on the newsstand. According to the best strategy choice of game theory, when deciding which picture to choose as the main picture, newspapers will consider which news picture similar competitors may use, as well as the size and vertical and horizontal of the pictures used, so as to avoid similarities as much as possible and attract readers interested in the corresponding pictures. For example, the usage analysis of the first edition of Nanfang Daily, Nanfang Metropolis Daily, Yangcheng Evening News, Guangzhou Daily, New Express and Information Times.

Even if they are both financial newspapers, using different pictures is still a powerful means to establish a unique style image. When the 2 1 century economic report was mainly drawn by news pictures, the Economic Observer began to publish by drawing creative pictures, thus establishing a unique visual impression. While illustrations are increasingly used in "265438+20th Century Business Herald", China Business Newspaper has been insisting on news pictures since its publication.

In 2002, Nanfang Daily was revised, and Songzi series was chosen as the main font of the title, not only because Songzi has a traditional and delicate feeling and conforms to the mainstream temperament, but also because all the daily newspapers in the same city use bold and super-thick black as the title font, so readers can recognize Nanfang Daily at a glance without looking at their eyebrows.

3. Simple design.

The most important feature of a brand is singleness. In the media market with fierce competition and obvious homogenization characteristics, only those media with accurate positioning, proper choice and full efforts to strengthen their unique advantages can stand out, form core competitiveness in the market and be invincible. For example, BMW's driving pleasure, Volvo's safety performance, Rolls-Royce's core single appeal for distinguished status.

Simplicity is power.

The most fundamental purpose of design is to make the content look better and easier to read. Skilled in the heart, simple in form, the layout design takes "simplicity" as the design principle, carefully combs the content, designs clear and smooth visual streamline, and strives to make the layout clear, clear in priority and easy to understand. Avoid distracting decorations and bluffing foam designs. Good design is like an invisible image, and proper light makeup will only show a person's temperament and beauty. If you only see the thick makeup of Hanfu, it is the biggest failure.

Accurate pictures and concise words are the reading needs of modern readers, and conciseness, vividness and freshness are the main trends of layout development.

After 18 months' efforts and an investment of 80 million pounds (about 1200 million yuan), the Guardian, a mainstream British newspaper, showed its most amazing side. On September12, 2005, it launched the first full-color daily newspaper in the UK. The Guardian was named the world's best designed newspaper in 2005 by the American Media Visual Design Association for its striking and steady dark blue tone, concise and lively module arrangement and striking and clear reading design.

The fresh design style of the Beijing News is eye-catching.

B. Pay attention to the first one

Research shows that becoming the first or newest brand will gain more than 7 times of attention and memory than the latecomers, and striving to be the first or newest brand in a certain aspect is a more practical competitive strategy than going all out.

Highlighting a unique design element and exerting it to the extreme can often form a distinctive layout style, attract unique readers and create competitive advantages. Unique design elements can be newspaper paper format, title font, blank design, drawing illustrations, color application, graphic proportion, columns and so on.

Since the establishment of 1999, Hangzhou Metropolitan Express has made bold innovations in newspaper layout and launched the first "special-shaped newspaper" in China. This newspaper is 0.5 cm narrower and 3 cm longer than ordinary quarto newspapers. This long and narrow newspaper left a deep impression as soon as it was held in your hand.

Since the publication of Bao Jing, the cutting-edge image design with visual first and intuitive design has attracted great attention from the industry.

As the first newspaper printed with color newsprint in China, Economic Observer takes "orange" as its selling point, attracting many lewd readers.

When Shenzhou VI was launched, all the media in Guangzhou published their numbers. The design of Nanfang Daily is not exquisite, complete, simple and fast, but it was printed in just one hour, and the narrow road wins.

Cartoon illustrations of Nanfang Daily, 3D drawings of Nanfang Weekend and poster cover design of Nanfang Metropolis Daily are one of the core elements of its distinctive layout style and design advantages.