When doing design, we don’t necessarily only read design books. Advertising books are also worth reading. This book is especially suitable for designers. How can we combine some theoretical methods to make our designs more popular?

Any point of view can be remembered, as long as we use good methods and do not deviate from the core.

Why are our creativity always not remembered?

Why do we always have to tell others our design concepts over and over again?

That is because we have not mastered the method of creative communication. The packaging method for starting a business is not just about good-looking designs, but there are many more...

The author summarizes the following 6 rules to make your creativity reach people's hearts.

Simple, unexpected, concrete, emotional, credible, story

Simple: If you can explain it clearly in 9 words, never use 10 words

Simple An excellent example of: Do unto others as you would have them do unto you.

This is a famous saying that has been passed down through the ages. Now almost everyone knows it and everyone knows it.

Such is the beauty of simplicity.

The famous advertising design consulting company Hua & Hua practices a principle: Super symbols are the best explanations of simplicity.

The logo designed by their company is not the emotional expression of those designers, but a design that directly touches people's hearts and reduces the memory cost of consumers.

For example, Xibei Noodle Village: I? You, for example, take a photo and call it Tianqi. It is extremely simple and without any modification, but consumers can remember it.

There is also the Apple logo, we can immediately reflect what it looks like. An apple with a bite taken out of it.

Surprise: Continuously Attracting Others' Attention

The human brain is naturally very sensitive to changes, and smart designers know this very well.

If we want to attract others' attention, we need change.

First, we need to attract other people’s attention.

The most direct way to attract their attention is to induce changes in other people's emotions. That is to surprise others, it is always unexpected.

Because surprise allows us to dig out the truth behind it and stimulate others to pay attention.

Beyond that, we need to make our surprises predictable.

Let us look at the following example:

Management guru Peter Drucker was invited to do research at General Motors. At that time he asked for everyone's resume.

The public relations department gave him all the support except Chief Financial Officer Bradley. I asked the public relations department, but the person in charge refused for various reasons.

Drucker guessed that this person had a "hidden secret", so he asked the vice president, and then got Bradley's resume.

Drucker got the resume and looked over it several times, but still couldn't see any clues and there were no problems.

He has a doctorate in economics and taught at a university before joining GM.

This really surprised Drucker. Why should we go to such trouble to hide an ordinary establishment?

Later I learned that GM’s management basically came from the grassroots level.

The person who runs the Cadillac factory is a mechanic from the German Mercedes-Benz Company;

The person who runs the Chevrolet factory worked as a clerk before finishing elementary school.

Among such a group of people, Bradley's resume seems "out of place." His resume is too dazzling, he has a doctorate in economics and is a university teacher.

This "carefully hidden" story impressed Drucker deeply on the financial officer and gave him a clear understanding of GM's culture. And hard to forget.

This is an accident, but when you know it, it makes sense.

Specific: Help people remember

Let’s take a look at the following story:

A fox walked to a vineyard and saw bunches of grapes. excited.

So I decided to pick grapes and eat them.

But he just couldn't pick the grapes. He tried several times but failed to pick the grapes.

So, he said to himself: This grape must be very sour and not tasty.

This story from Aesop's Biography has been translated into various languages ??and the story has traveled all over the world.

This story tells us: People always say grapes are sour when they can’t eat them.

If this language story had been changed to: Don’t be cynical in the face of failure.

How many people can remember it?

The reason why the story has spread around the world is that it is specific enough.

Fox, grapes, sour grapes. And we can remember these nouns without any memory cost.

So what does it take to be concrete:

It’s something you can perceive with your senses.

For example: sour grapes, fox.

If you say: fruits, animals. Then others can't judge.

Concrete language can help people understand new concepts, especially with new people.

Another example:

You must achieve excellent sales results this month.

Specific: We strive to exceed 30 million in sales this month.

So how do designers use concrete in design?

When we show customers plans, we will put the logo in the prototype, which is the style of the actual use scenario of the logo.

When designing a logo, try to avoid abstraction and be specific if you can.

The logos "ibm" and "abc" designed by the famous American graphic design master Paul Rand are very specific, so specific that only letters remain.

Credibility: Making people willing to believe

To make others believe in our point of view, we have three methods:

1. Vivid details

For example, JD.com has JD.com dogs, and Tmall has cats. When consumers think of these brands, they will naturally associate them with these animals, thereby deepening their understanding and memory of the brand.

As designers, we must pay attention to details, that is, we must take every pixel and every detail of the design seriously, so that the visual effect will be good and customers can clearly understand what you want to express. .

2. Make good use of the connections behind data

Stephen Covey has this description in his other book "The Eighth Habit":

< p> Only 37% of people said that they clearly understand the work goals and objectives of their company.

Only 20% of people are passionate about the goals of their team and company.

Only 20% of people said they have a clear understanding of the connection between the work at hand and the goals of the team (or company).

Only 15% feel that their company can fully trust them to achieve important goals.

Only 20% of people fully trust the company they work for.

After reading the above description, in addition to knowing that most companies have a general impression of a lot of dissatisfaction and chaos, Covey gave an example:

He said: "Suppose a team If the results of the football team's survey are like this, it means that only 4 of the 11 players on the field know which goal belongs to their team; only 2 of the 11 players care about winning or losing the game; only 2 of the 11 players People know where they play and know exactly what they should do; and except for 2 of the 11 players, the remaining 9 will more or less fight against their teammates rather than the opposing players.”

Readers instantly understand the significance of this set of statistics.

3. If I can succeed here, then I can succeed anywhere

Many people in the workplace will encourage you to become an elite in the industry before going to Get a side hustle and your chances of success will be much higher.

For example: you have written 10 articles worth more than 100,000 yuan. At this time, if you explain writing skills to others, you will definitely be more popular than those who have no achievements.

When you do every job well, your boss will think you are reliable; conversely, when you screw up a job, your boss will think you are unreliable.

Emotion: Making others care

The key is to create a connection between what others care about and what they don’t care about

What do people care about?

What people care about is themselves.

There is a famous advertisement from the Conservatory of Music: I stood in front of the piano and everyone laughed at me...but when I started playing

The advertisement was simple and straightforward. Bai's hints have something the reader wants.

Give me 5 days to give you a vibrant personality.... Let me prove it to you, completely free of charge.

Many unsuccessful advertisements are often immersed in their own achievements and forget to tell consumers why they should buy.

For example, you can’t say: Anyone who uses our tires can sit back and relax.

But if you use our tires, you will be able to sit back and relax.

In addition, the key to whether it can arouse others' concern is not the degree of benefit, but the accuracy of the benefit. You don’t actually need to promise wealth or personal appeal; you may just need to ensure that people can easily imagine themselves enjoying the benefits of your product or service.

Story: The magic weapon that prompts people to act

Use various methods to convey information, with the ultimate goal of getting people to act.

The best way to generate action is through stories. Use specific methods to explain a truth clearly and hide simple core ideas in the story so that viewers can be immersed in the scene and hope to follow the people in the story. story.

It’s like the story of sour grapes.