As one of the types of visual communication design, advertising creativity is an artistic design that uses visual symbols to convey advertising information. It is the ideological connotation and soul of advertising, and it is a persuasive factor. The following is the creative content of my advertising design, I hope it will help you!
1. Advertising design? Creativity? meaning
? Creativity? Embodied in advertising design, this word came into being with the rise of advertising industry. Creativity is a novel and unlimited creative idea, not a product of imagination, and there are experiences to follow in design. Modern creative master David? DavidOgilvy once defined creativity as:? A great idea is a combination of beauty, high IQ and madness. A great idea can change our language and make an unknown brand famous all over the world overnight. ? The author thinks that the most important artistic expression in advertising design activities is creativity. It is not enough for an advertising work to let people know, read and analyze. It must make people experience in artistic enjoyment, so as to touch people's heartstrings, introduce ideas into artistic realm and expand their imagination. Through the expression of vision, hearing and touch, we can influence the feelings and behaviors of the target audience, find reasons to convince the target consumers, and realize the unique creativity of promoting sales in commercial advertisements. The so-called advertising refers to the whole process of the realization of advertising behavior and methods, that is, to widely publicize special information through certain media channels. That is, the novel conception, artistic conception and concept of expressing the originality of advertising theme. The basic task of advertising creativity is to spread information, such as what is the spread of stylistic information? Stylistic advertisements? What is the product information? Commercial advertising? Wait a minute. Advertising creative information is transmitted to the audience through various propaganda tools, such as TV, newspapers, magazines, posters, radio, electronic screens, neon lights and so on.
2. The content of advertising creativity is true, and creativity needs to be novel.
In advertising design, we must attach great importance to the function, visual creativity and visual communication effect of advertising. The performance of advertising creativity starts with commodities, markets and target consumers. First of all, it is necessary to determine whether this design needs to be said, then determine to whom this scheme should be said, then determine how to express it, what to say, and finally how to express your own design. The creative design of advertising should not be complicated and disorderly, but should strive to be concise and straightforward, with eye-catching theme, complete conception, eye-catching focus and the best vision. The content and art form of art communication must be unified, including visual requirements such as concise graphics, prominent themes, accurate light and color images and standardized fonts, so as to achieve twice the result with half the effort. In order to embody the theme of advertisement more vividly and set off the atmosphere of the picture, we need to use various expressive skills. The expression methods of advertising creativity generally have the following aspects.
2. 1 direct reality expression
This kind of advertisement intuitively conveys the uniqueness of its creative quality and style, and shows the attributes and characteristics of the product, which makes people clear at a glance and the advertisement is true and credible. After the advertising production planning, it entered the substantive creative stage. Its performance method is mainly to fully mobilize the realistic performance of photography, give people a realistic feeling through the real performance of photography, highlight the parts of the product itself and its brand that are most likely to touch people's hearts, use colored light and background to set off the product in an infectious space, focus on rendering the texture, shape and functional use of the product, present the exquisite quality of the product through detailed description, and truthfully display a product or theme on the advertising page, so that the audience can be very happy at the moment of contacting the advertising screen. This is why advertising designers should express and explain the advertising theme artistically and fully, and seize the interest of consumers. The designer's creative space is still infinite.
2.2 Contrast performance
Any artistic creation needs contrast, for example, the melody of music needs to stop for the sound; In order to jump up in the dance, you need to kneel down; For example, the cool and warm colors of colors are some basic contrast phenomena. In the creative design of advertising, it can be the comparison before and after using this product, or the comparison between the old and new products of the same product. In contrast, the nature and characteristics of the things depicted in the works are shown in sharp contrast and direct contrast, which makes consumers deeply impressed by the new image and' new functions' of new products and choose among many commodities according to their own needs. From the differences presented by comparison, we can achieve a concentrated, concise and tortuous performance. There are many factors of contrast, such as quantity contrast, size contrast, shape contrast, color contrast, feeling contrast and so on. In advertising creative design, the ultimate goal of comparison is to emphasize the advantages of products, compare with the disadvantages of similar products, strengthen expressiveness, be full of interest, expand the appeal of advertising works, form an effective interest center and convince consumers. A good designer must also have good creative thinking to design. The performance of creative art in advertising is the driving force to attract consumers' attention and stimulate consumers' desire to buy. Several techniques commonly used in creativity are: adjustment, imagination, inversion, connection, metaphor, abridgement, parody and other general methods. Creativity is divided into four stages: investigation stage? Collect a lot of information; Analysis stage? Explore attractive appeal points; ? Incubate? Stage? The gestation and development of ideas; Evaluation stage? Decide a good idea. Therefore, the originality of advertising must be unique, novel and original in conception, in order to achieve the effect of conveying information. In the commercial society where we live, advertisements are everywhere.
3. Creative expression is very interesting
Advertising is no stranger to modern people. Cleverly display comedy features in advertising creativity, enhance the interest of advertising through rhetorical devices such as fable, innuendo and pun, and use images or language in well-meaning smiles to make consumers accept advertising information in pleasure, which is memorable. Life should not be just a rigorous procedure. Therefore, in the design of advertising art, humor, suspense and grandstanding are more and more used to meet the needs of consumers to release emotions and relieve pressure. Tell, tell widely. But the purpose of advertising is not only a simple form of expression, but also a certain degree of interest. So as to achieve the expected purpose of advertising. Interest should complement creativity, and sometimes even play a leading role, just like some interesting TV advertisements. After reading it, you don't just laugh, but more importantly, you form an impression in your brain to achieve the purpose of publicity.
Designers need self-confidence and persistence when expressing their interest in advertising design creativity, and of course they need careful attention. We should also start rich ideals. The so-called ideal is a psychological phenomenon that connects one thing with another and conforms to the aesthetic law. Therefore, in creative activities, we should relax and be casual. Maybe you will make creative works with endless significance in casual activities. You should also implement your creativity in order to give full play to its value. Sometimes, the comprehensive application of art forms and means, the combination of jump thinking and contact adventure will get a lot of unexpected inspiration.
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