Design and copywriting belong to the category of planning, with the purpose of promoting brands or products.
Simply put, copywriting is to express the complaints in words according to the requirements of customers. If you want to do well, you need to consider factors such as consumer psychology and market conditions. It needs to be attractive and inspiring.
If you need temporary emergency, you can find some mature cases related to it, such as the following website sj33/Article/wenan/
Question 2: Should I write a copy when studying graphic design? I have been out of graphic design for about 5-6 years, and graphic design basically does not need copywriting. If it is a 4A company, the division of labor is generally fine, and there is a copy of planning and design. Generally, the design requirements of small companies are not very big, and most of the copywriting can be found online (for example, the loushu of a real estate is a good copywriting, which can be referred to). In addition, the low-end market of graphic design is relatively hard at present. As long as you survive for two years, the future will be
Recommended books: Design in Design (Japan)
Question 3: How to write graphic design copy? Can you make it clear? Is it to introduce the copy of the work or the copy in the work? Is it the copy of the advertisement display? Or a flyer?
This is very simple. This booklet is mainly used for publicity. I thought of a simple method for you. Find a similar publicity reference or a large-scale event promotion reference.
The key is to focus on your core content, which is what makes you different. (I don't know if I understand it correctly, refer to the propaganda of some galleries. May be helpful)
Question 4: Are there copywriting and design in graphic design? In fact, it should be said that there is design before copywriting. Copywriting in graphic design is also based on creative Braille proposed by designers. Later, we often say that the "design" after copywriting is not design, but art typesetting. Therefore, a really good design is a copy that comes out after the design is creative.
Question 5: Are graphic design and copywriting all right? I suggest you start with the advertising agency or planning work at the grass-roots level, and gradually you will find your own abilities and specialties, and you will also know what the graphic design, copywriting and planning of the square are for. So that you can determine your own direction. I started out in business, but later, because I knew more about customers' psychology, I helped with copywriting planning. Then I found that simple words could not fully reflect what I wanted to express, so I taught myself graphic design. After a while, I found that they were all auxiliary tools for one purpose, and I began to plan my career path. Now I have my own advertising company. Believe me, as long as you are interested and have endurance, you will find the one that really suits you.
Question 6: Can graphic design do copywriting planning? What are the requirements for copywriting planning? What's the difference between copywriting planning and design? What is the relationship between division of labor and cooperation? In the most popular language, planning is an idea, such as how to carry out an activity, what problems to pay attention to and so on. , overall consideration; Copywriting is writing, that is, expressing planned ideas into beautiful words or words that the other party can understand. The former pays attention to creativity and overall planning, while the latter pays attention to the description of language and characters. Design is to make pictures, that is, to express the meaning of planning copywriting or the materials needed for activities in the form of pictures. Division of labor and cooperation: (Take holding an activity as an example) After planning and thinking about the main routine, content, process and schedule of this activity, the copywriter will express it in words, or write an article to speculate (see if it is necessary for planning). All materials needed for the activity, such as X-frame, exhibition board and background board painting, are completed by design, and many materials are handed over to design by copywriter. In practical work, many planners must have excellent copywriting skills, and designers must be skilled in operating PS. As a graphic design, if you have a certain ability to express words, you can do planning. Of course, even without it, although the work will be very difficult, it is not impossible to succeed through hard work.
Question 7: How to write a copy? The so-called advertising copy is a form of expressing the content of advertising information in words. Advertising copy can be divided into broad sense and narrow sense. Advertising copy in a broad sense refers to the specific expression of established advertising themes and advertising creativity through advertising language, image and other factors. In a narrow sense, advertising copy refers to the composition of words and words that express advertising information. Advertising copy in a broad sense includes the writing of title, text, advertising language and the selection and collocation of advertising image; In a narrow sense, advertising copy includes the writing of title, text and advertising language.
How to write?
1. First, you should digest the information about the product and the market, and then describe the product in no more than 20-30 words, which should include the features, functions, target consumers and spiritual enjoyment of the product.
Then you should ask yourself, what should I promise to my consumers? This is very important. No one will buy your things without a promise. The more specific the commitment, the better. Don't write down promises that you can't believe. What is the guarantee of your promise? You should consider it clearly in the copy.
3, there is a core idea, this core idea is simple, second, it can be extended into a series of advertisements, and third, it is original, which can awaken many indifferent and indifferent consumers. The law of creativity is to extend from the main part of the picture to the sub-main part, and then take into account the secondary part. The main part of the advertising screen is called the "composition center". In print advertising, the composition center is the best position for visual communication, which is most conducive to directly expressing the content of the advertisement. In visual psychology, it is called "visual process".
Because the design of visual process can not be carried out in isolation, it must be a design in which composition factors, black and white factors and color factors are interdependent. Therefore, the relationship among the composition center, the black-and-white center and the color center of an advertisement is complementary, and sometimes these centers overlap with each other to form a visual center; Sometimes it needs to be staggered, which depends on the content of performance and the need of composing ideas. Therefore, in order to design good advertising works, we must understand the visual characteristics and grasp the visual laws, so that the visual process can reflect ideas, the design can form artistic beauty, conform to the logical laws of the overall rhythm, and better express the specific content that advertising communication needs to convey.
Authenticity is the first principle of advertising copy writing.
1. Advertising copy is most directly related to the audience.
In advertising activities, advertising copy, together with other elements in advertising works, as the "spokesperson" of advertising activities, stands up and talks with the audience. Through its introduction and recommendation, people learn about enterprises, products and services, produce emotional correspondence, and form a choice intention on whether to accept a service. Whether what the spokesman said is true or not largely determines whether the audience can get true and accurate information, whether they can produce corresponding emotions in line with the real state, and whether they can produce correct consumption intentions. Therefore, only the advertising copy that conforms to the principle of authenticity conforms to the advertising concept of "people-oriented". Advertising copy honestly expresses the true advertising information, which is the best service form for the audience.
2. The ultimate goal of advertising copy writing is to persuade and induce consumers to have consumption behavior.
This purpose is mediated by the publication of advertising works composed of advertising copy. Advertisers promote the functions and characteristics of products with the help of advertising works, hoping to get consumer consumption. This purpose makes the writing of advertising copy completely utilitarian. Once advertisers give up their moral responsibility to consumers for utilitarian purposes, untrue advertising copy will flood the advertising pages, making many consumers suffer for their own purposes. This is very harmful to the real development of economy, the prosperity of advertising market and the satisfaction of consumers' physical and mental needs. In this sense, the principle of authenticity is a powerful deterrent to the possible negative impact on advertising characteristics.
3. Advertising copy is widely spread through the media, which can produce double effects.
Advertising copy is spread through different media, and the spread range is quite wide. This universality, coupled with its dual effect as a cultural product, will have a wide and dual impact. The dual effect is economic effect and social effect. Effective advertising can guide or promote consumers to produce dual consumption of material and culture. Consuming on the basis of real product characteristics and advantages is of course the result that advertisers dream of, and it is also a powerful driving force for social and economic development. However, if it is based on false information, the consumption upsurge caused by advertising copy will have adverse consequences for consumers and the stability of social and economic environment, and will lead to a bad lifestyle ... >>
Question 8: How to write the design description of graphic design? 1. Design basis and basic data
(1) Summarize the site selection report, land use scope and external agreements (such as preliminary agreement on land acquisition), and the contents related to this major in the design task book;
(2) Indicators and standards adopted in the design;
(3) Requirements of relevant departments on planning permission conditions, red line and land use scope, building height, building volume ratio, greening coefficient, surrounding environment, space treatment, traffic organization, environmental protection, cultural relics protection and phased construction of this project.
2. Overview of the website
(1) Explain the surrounding environment of the site, the supporting and supply of municipal infrastructure, and the relationship with local energy, water and electricity, transportation and public service facilities;
(2) Summarize the site topography, ball stream and pond (location, flow direction, water depth, highest and lowest elevation, general slope direction, maximum slope and general slope, etc.). );
(3) Describe the distribution of buildings around the site, as well as the original buildings, structures (including underground), trees, cultural relics and other facilities in the site;
(4) Description of factors related to the general plan, such as earthquake, vegetation coverage, watershed, microclimate influence, flood level, etc.
3. General plan
(1) means that the layout is made according to factors such as topography, geology, orientation, wind direction, fire protection, sanitation, traffic and environmental protection. , in order to meet the requirements of function and technical economy and rationality;
(2) Explain the functional zoning, organize the layout of entrances and exits, parking lots and underground garages, and determine the principles of the number of parking spaces in the near and long term, the setting of civil air defense, the fire ring road and the climbing site;
(3) Elaborate the harmonious relationship between street view spatial organization and surrounding environment;
(4) Explain the relationship between environmental design.
4. Vertical design
(1) Explain the basis for determining vertical design, such as urban roads, pipeline elevation, technical requirements, traffic requirements, topography, drainage, flood level, earthwork balance, etc.
(2) Explain the vertical layout (flat slope or terrace type) and the surface rainwater drainage mode. If the open trench system is adopted, the location, form and elevation of the discharge shall be stated.
5. Traffic organization
(1) Explain the layout of people, vehicles, goods and main entrances and exits;
(2) Explain the main design technical conditions of the road, such as the pavement width, standard cross-sectional form, pavement structure, turning radius, maximum longitudinal slope, bridges and culverts of the main and secondary roads.
6. Main technical and economic indicators and bill of quantities
This is a conceptual description of the plan. You can change it. Please let me know if you find something better. Thank you.
Question 9: Are all the copywriting required for graphic design ready-made? General companies have planning copywriting, and they provide it.
Question 10: which is more straightforward, graphic design or copywriting planning? Companies in China are not standardized. A novice planner can order a reprimand for the old design, but the old design can never be the same. Planning has more say to the boss, and the key is that planning does not require any artistic skills and software proficiency. As long as you recite some bluff things on the internet every day, you can work with a certain level of writing and English. Who can't approve people? The only difference is that design can't be approved by others, and planning can be approved by others at will. Design is at the bottom of the food chain of the announcement company. How to choose depends on yourself. Give up the ideal of pure design. This is a real world.