Design refers to how production designers and graphic designers choose and configure the artistic elements of advertisements. Designers choose specific artistic elements and combine them in a unique way, thus setting the design style-that is, an expression of ideas or images.

The design of woodland highlights the information through a sense of emptiness. First of all, the size of photography is eye-catching, the pure text makes the advertisement relaxed and pleasant, and the copy is full of blanks, giving people a clean and readable feeling. Although advertisements use various elements, these gaps maintain the harmony and balance of elements.

Under the guidance of the production designer, several artists make a preliminary composition of the advertising concept, and then cooperate with the copywriting to come up with their own graphic design expertise (including photography, typesetting and drawing) to create the most effective advertisements or manuals.

map

Layout refers to the overall arrangement of all components of an advertisement: image, title, subtitle, text, slogan, stamp, logo and signature.

Layout has several functions. First of all, layout helps advertising companies and customers to make and evaluate the final image and feeling of advertisements in advance, and provides tangible basis for customers (usually not artists) to modify, change, judge and recognize.

Secondly, the layout helps the creative team to design the psychological elements of advertising-that is, non-verbal and symbolic elements. Clever advertisers not only hope that advertising will bring them passengers, but also hope (if possible) that advertising will establish a certain personality-image for their products and establish brand (or enterprise) assets in consumers' minds. To achieve this, the "appearance" of advertisements must clearly show a certain image or atmosphere, and embody or strengthen the advantages of advertisers and their products.

Therefore, when designing the first draft of advertising layout, the creative team must have a strong understanding of the expected image of the product or enterprise. Take forest land as an example, the reason why creative people combine the empty picture that occupies the main position with sparse copy is mainly for image. Advertising immediately left an indelible impression in the eyes of the target audience and added some value to the brand.

Thirdly, after selecting the best design, the layout will play the role of blueprint, showing the proportion and position of each advertising element. Once the production managers know the size, number of pictures, layout, color and illustrations of an advertisement, they can judge the cost of making an advertisement.

sample

Thumbnail, a sketch used by artists to show the layout, is very small (about 3×4 inches), omitting details, which is the most basic thing. Straight lines or water ripples indicate the position of text, and boxes indicate the position of graphics. Then, the selected samples are further developed.

detail drawing

In detail, the artist draws the actual size advertisement, puts forward the final text of the candidate title and subtitle, arranges illustrations and photos, and uses horizontal lines to represent the text. Advertising companies can submit details to customers, especially those who care about costs, and get their approval.

Final draft

By the end of the draft (layout/comp), the production has been very detailed, almost the same as the finished product. The final draft is usually very detailed, with color photos, determined font style, size and matching small images, plus a smooth paper envelope. At present, the typesetting of the final draft and the collocation of image elements are all done by computers, and the printed advertisements are like four-color proofs. At this stage, all image elements should be finalized.

sample

The sample reflects the look and feel of a hand-held manual, multi-page materials or point-of-sale display. With the help of colored pencils and computers, the artist cleaned the samples, put them on hard paper by hand, and then cut and folded them according to the size. For example, the sample of the manual is bound page by page, which looks exactly like the real finished product.