robot

The key for a successful public welfare poster to stand out among similar works lies in whether it has a unique creative angle, an appropriate form of expression and a perfect combination of the two. Good public poster design has its unique creativity, both in conception and design language. Distinctive personality, showing its own characteristics, also reflects the designer's understanding of public welfare undertakings and the creation of formal beauty. Some researchers have suggested that the effectiveness of social effects of public service advertisements depends largely on the creative production level and expression of advertisements. This paper mainly puts forward some experiences on the creative requirements of public welfare poster design.

First, the theme is clear and the appeal is single.

Public welfare posters generally have five themes: ecological protection, social assistance, moral education, political propaganda and safety education. Each theme has its own clear content characteristics, and each theme can be subdivided into several more specific contents. For example, under the theme of ecological protection, it can be divided into forest protection, water resources protection, air protection, land resources protection and so on, and the scope of theme creativity must be in these specific contents. A good public welfare poster design can achieve moral education and publicity, and give people persuasion and warning only by explaining one content clearly. If the theme is not clear, it means there is no theme. If the theme is too complicated, it means nothing is shown.

Second, the creative thinking must be correct, in line with national laws and ethics.

Public service advertisement itself is an advertisement serving the public interest. It is a social public service advertisement, which serves the vital interests of the public, arouses the public's civic awareness, public welfare awareness and public moral awareness, promotes good social customs and serves the construction of spiritual civilization. The creative motivation of public service advertisements lies in a high sense of social responsibility. Therefore, the basic basis for the existence of public service advertisements is whether creativity meets the requirements of national laws, ethics and spiritual civilization construction.

Thirdly, emphasize the educational significance of creativity.

Educational function is one of the basic functions of public service advertisements, and it is also the biggest difference between public service advertisements and other advertisements. However, in many public welfare posters, designers' creative demands focus on criticizing unreasonable, ugly and wrong phenomena. For example, in public welfare posters with the theme of protecting water resources, many ideas are manifested as cracked land, polluted black water, dead fish bones and so on. Although these obviously warning scene images can play a deterrent role, arouse the audience's anxiety and gain the audience's sympathy, the audience often gets the audience's sympathy after reading these posters. As a designer of public service posters, we should first make clear the purpose of public service advertisements, deeply reveal the essence of the theme and thoroughly analyze things. It can not only ask questions, but also put forward correct solutions or behaviors, so that poster works have complete educational functions and enhance the connotation of the works.

Fourth, the performance of creativity should meet the psychological needs of the public.

Some time ago, the forms of public welfare posters in China were mostly imperative, slogan and sermon. This kind of public welfare poster is like a high-ranking teacher giving a rude, serious and depressed lecture. Although the theme and expression are undoubtedly correct, these correct requirements can not really enter the minds of the public, let alone the subtle educational effect. Most people have the characteristics of eating soft and not eating hard, and people's psychological world is more or less rebellious. Such preaching and tough public welfare posters will undoubtedly be spurned by the public.

With the improvement of the overall level of advertising design in China, many designers are aware of this and actively change the form of rational preaching, orders and slogans into the form of perceptual persuasion. The characteristics of perceptual persuasion are: moving, influencing and infecting, and people perceive and comprehend by the shocking power of feelings. Persuasion of public service advertisements mainly focuses on emotional appeal, which makes the public have a specific emotional experience through the performance of the works, and then touches the heart, changes the attitude, achieves the recognition of the public service concept from the deep heart, and further internalizes it into their own behavior, so that the public can accept the educational purpose of poster works convincingly.

In the design of public welfare posters, perceptual persuasion often revolves around humor, philosophy, human feelings, shock and other means, and the forms of expression are humor, empathy, fear and so on.

Five, appropriate exaggeration, clever metaphor, reasonable association

Exaggeration, metaphor and association are common expressions of advertising creativity, so we must pay attention to the grasp of "degree" when using exaggeration, metaphor and association. Appropriate exaggeration is a strategy of seeing the big from the small, combining the public welfare content with the real situation and exaggerating in a humorous way, which can effectively attract the attention of the public and lead to thinking. For example, the poster "New Ways to Save Water" depicts a group of people taking a bath with faucets in the form of pure symbols, and persuades the public to save water in their daily lives with relaxed and humorous exaggeration. Clever metaphor is a philosophical strategy. In the creativity of public welfare posters, some familiar things are used to compare some social phenomena, and simple perception is used to explain complex truths. Reasonable association is a wise strategy, the product of sublimation of thinking, the re-creation of human cognitive results of things, and the creative quality and skills that an excellent poster designer should have to find a reasonable connection between public welfare theme and creative expression. For example, in the poster "Saving Glory", the author links the twisted lamp tube of the energy-saving lamp with the red ribbon symbolizing glory and glory, and combines the red ribbon with the energy-saving lamp in the form of expression, clearly expressing the creative theme that "saving electricity with the energy-saving lamp is a glorious act".

Conclusion of intransitive verbs

The creativity of public welfare poster design is diverse and broad, closely linked with the times, and should not be confined to a certain form. Different public welfare themes have different ideas and different ideas have different forms of expression. Wonderful ideas combined with excellent forms of expression can create excellent public welfare posters.