An experienced designer will prepare at least three designs for him to choose from when submitting a manuscript to a client.

First: 100% of your favorite style, and bring yourself to the extreme.

Second: 50% of your favorite style and 50% of your customers' favorite style, meet each other halfway and compromise with each other.

Third: 0% like it, completely from the customer's requirements, give up your own style.

With the above three preparations, you will often have a leisurely time when you contribute. An inexperienced novice only gives a suggestion to the customer.

You like it very much, customers don't like it, and different opinions can't be discussed properly. What should I do? Find a third party to evaluate, and he will generally follow the direction of the customer and deny you. Thus, 2 is 1. The boss said you didn't do well, so go back and redo it. When time is tight, the bad things will be hard, and the boss will be unhappy (using something he doesn't like) and you will be unhappy (although you used what I made, you still don't approve). ) Both sides are in pain.

2. stick to it.

This character is the most unnecessary trait for an American editor, but you need to strive for it when you try to communicate with customers and bosses. When people still don't like it, they should immediately give up their existing ideas and start over. It's useless to insist, because you are neither a famous designer nor a Ogilvy master.

3. Artists or designers.

Whether it's a jigsaw artist or an art designer. There is a big difference between them. One is a manual worker, and the other is a wise man who creates with his brain.

Second-rate artists only build effects, and good designers usually use the simplest methods.

An experienced American editor usually asks several questions when accepting a job.

First: What is it used for (posters, Yi Labao, books)?

Second: what is the theme, what should be highlighted, and more information about the product (what age group people consume, their position in similar products, and what is the media).

Third, make clear what information customers can provide (such as logo and other necessary factors), and what additional materials you need to find that can suit the product background.

Third: what is delivery (this is the most important question)

Before making preparations, it is much more important than doing it on the computer, just like going in the wrong direction and going forward is futile.

When the boss asked you to hand in the manuscript in three days.

Usually the boss asks you to hand in the manuscript in three days, and you can only give him 70 points of work. If you say, boss, I can't finish it in three days, it will take four days. Then on the fourth day, the boss wants to see the works with 85 points.

6. What's your specialty? (When the boss asks the editor)

What do you say when the boss asks you this question? I said web page.

The boss said with a smile, just like I asked you what you like to eat. You answer, food.

What food did I ask? Answer, Chinese food. I still don't know what you like to eat.

If you just say that you like spicy food, boiled fish and mapo tofu … then I will know what you like at once.

Back to the original question, the specialty is the problem of style.

You can say that I am good at cartoon style, modern style and traditional style. ...

7. Smart interviewer.

Once a man came to interview an American editor, and he was going to divide his works into two categories, which he liked (representing his style); What he did (representing his level) is a very subjective job. It is good to speak well, and it is not good to speak badly. There is no standard for measuring works.

8. I'm tired of being an American editor for half a year and want to change careers.

I used to like this line at school. My dream is to design things in the office every day. Every day is different.

However, after work, I feel more and more bored, even when I sit in front of the computer, my heart begins to get bored. The boss said, do you know why? Because no one scolds you at school, when you get to the company, people say that you are not doing well, don't agree with you, and lack a sense of accomplishment, so you get bored.

I said, I'm afraid there will be a bottleneck in this business at some point, and there will be no big development.

The boss said that you will encounter bottlenecks in every line, but you have never done or found other lines, so you think that beauty editing is the most painful occupation.

I said, I don't like just sitting in front of the computer every day. Not moving for a day.

The boss said, who told you to do this all day? It is you. You can draw a draft before you do it, and use it to communicate with your boss and customers. Don't rush to finalize it on the computer. This is an interactive process!

9. The career path of an American editor.

A: Going to a senior professional advertising company after graduation can broaden your horizons, accumulate experience, find an expert (someone who may take you), or learn from many excellent colleagues.

B: Then go to a non-professional company and be a professional or department manager.

C: Finally, I jumped out and started my own business. Customer source is a problem. At the beginning, I brought some customers by myself, focused on design and satisfied customers. Later, in order to make more money, I contracted out production and printing, which distracted me too much, resulting in a decline in design level, dissatisfaction with customers and the death of customers ...)

D: In the end, I had no choice but to start from the company. Now I can be the creative director of a big company.

10. A person needs a mentor all his life.

This person needs two conditions.

You must be older than you.

You must achieve something in your career.

With the above two points, it doesn't matter whether it is the same field or not. )

When you talk to your classmates about work, they usually say (the boss is the same, it's okay, let's sing together in the evening. ) It doesn't help you at all.

And good teachers need good students, and good students need to ask questions.

I asked you what you wanted. How did you get it ... so you gave all the answers yourself.

1 1. Don't be busy rejecting unknown things or people.

Understand advertising printing, inkjet printing and the types and specifications of advertising paper. Understand the types of printing machines, the principle of no forest, and comprehensive photography skills.

Why do you need to know printing?

I believe everyone is familiar with the word design, and the so-called designer is also very common in society. When you applied for an advertising company with graphic design as its main business, why did the personnel manager ask you if you knew anything about printing at the first time? Take packaging design as an example to explain the main reasons. In the field of packaging design, the requirements for designers are more stringent. First of all, designers should know the knowledge of printing. Why do they always emphasize that designers had better have printing knowledge? Because printing is a step of materializing design ideas, knowing how to print can avoid unnecessary mistakes, which is certainly much better than finding out that the design can't be printed at all after the design is completed. What statements do not apply to packaging design?

1, the file resolution is less than 300 pixels/inch; ;

2. Select the color only through the computer monitor;

3. Highlight white with light colors;

4. It is best to use font size 8 or smaller.

5. Use more than ten fonts in the same page;

6, forget to reserve the bleeding position; . =

7. Forgot to link the picture information to the published document; =

8. Output in RGB picture mode;

9. the format of the picture is WMF or GIF, not TIFF or EPS；;

10, print and output directly with pictures downloaded from the Internet;

Think that the color of the proof will be the same as the color you see on the monitor or the color of the sample printed by the inkjet printer.

Ten commandments of designers

Young and frivolous, I always thought that advertising and design were unrestrained. After a few years in the business, I found that some rules must be observed. Although you don't have to worry about yourself for three days, you should always be vigilant (I make some mistakes from time to time)-I think these rules can give you a little warning (especially for newcomers to advertising design), so I summarize them as "Ten Commandments" in the hope of encouraging my fellow travelers.

The first commandment is impetuous!

If the foundation is unstable, you want to play tricks, you are eager to achieve success, you don't know the truth of gradual progress, or you can't wait to hone it slowly. There are two typical manifestations:

For copywriting, the basic skills of writing are still not solid, and Pingyue can only read the vernacular version of Strange Tales from a Lonely Studio, with uneven rhyme. When writing, we should learn from other people's ideology, mix Chinese and English, and pretend to be a fake foreign devil, which is called "petty bourgeoisie" and "style"

~ for design-you can't find the original picture, perspective, light and shadow, reality and so on. After learning several design softwares, you will throw your weight around and blindly pursue your personal style. Either make the picture colorful, regardless of priority, or empty but not sparse, empty but not real. When I was studying painting, a teacher said it well: "If you don't work hard for ten years, you can't talk about any style!" If you want to know if you are impetuous, you can test it now-can you read this article calmly?

The second commandment is arrogance.

For newcomers, they always think that they are favored by heaven and want to enter a big company to get a high salary after graduation. I don't want to do anything unrelated to my major or something trivial. I always thought I would waste what I learned. I just said "Don't take detours" and "Do nothing". Of course, I don't deny that you can go straight, but I want to tell you that there are too few straight roads in this world, and most successful people have gone through many detours.

For me-don't look down on new people, don't feel how great you are, and don't always deny others' ideas easily. He is good at discovering the bright spots in other people's thoughts and knows that "there must be a teacher in a threesome."

The third commandment is strict.

Stick to the inherent theory, stick to the contents of the book (mainly for newcomers), or stick to your own experience (mainly for me), and don't know how to keep pace with the times (the word is fashionable, use it first) and be flexible. Bottom line: there is only a strategy to ensure victory, but no tactics to ensure victory.

The fourth commandment is narrow.

I have made some achievements and popularity in my own small scope and small circle, thinking that Laozi is the best in the world. Refuse other people's education, also can't see the wonderful outside, look on coldly, marking time.

The fifth commandment is slack.

I always think that going to work, going to college or at home is irresponsible for work. If you don't want to do it, you will quit and don't know how to make a good handover.

I want to add one point here: regarding lateness and leave, if the boss often asks employees to work overtime and is unwilling to pay overtime according to state regulations (take a subsidy and make up the rest), then don't pursue it minute by minute like ordinary enterprises.

The sixth commandment of self

It is self-centered that others will serve me. One manifestation is that when others help themselves, they are not grateful and think that others should do the same. In case people don't help you one day, their hearts will be full of resentment-to tell the truth: people are well-intentioned and it is their duty not to help you. Who do you think you are?

Another manifestation is: when dealing with things, I don't know how to care about others and lack introspection. Only oneself is right, others' opinions are sophistry and fallacy. You can only see your own success and others' mistakes, but you can't see others' success and your own mistakes. Don't understand other people's difficulties, just want what you want.

I suggest you remember this sentence before you do something: when you reach out and ask others to do something, think about what you have done for others first!

The Seven Commandments of Laziness Everyone is lazy. The point is that some laziness can't be stolen. -I think everyone knows this, so I won't say much.

The eighth commandment is vulnerability.

Newcomers step into the advertising industry full of dreams, thinking that creativity is sitting at a desk and patting their heads. There is no wind and rain, no blood and sweat, how relaxed and comfortable! Only to find that as long as the company writes some * * * copywriting and press releases all day, it is difficult to come up with a few ideas that it thinks are good on the plane or on the film and television (especially those that it has worked hard to work overtime), and they are "unconditionally returned" by the director, boss or customers ... After several blows, they are devastated, thinking that genius is buried and questioning what is justice between heaven and earth. Or be confused by TV movies and find advertisements romantic and charming. When I came in, I found that my salary was average and I had to work overtime. My face was ruined and my stomach and kidneys were hurt, so that I couldn't stand up and ask for an autograph photo.

So many people left their jobs in a rage, changed countless companies in a few years, and found that the crows in the world were generally black and died of depression.

The ninth commandment is weakness.

This situation is especially common among girls, and it is often directly proportional to the beauty of girls.

At school, mm is supervised by teachers and protected by BF or quasi-BF. They are protected animals and are strictly prohibited from being violated. So that when I go to work, I still think I am a student and always want others to protect me. But under the strong pressure of work, everyone is too busy to do their own thing. Who's in the mood to care about you? Besides, the company asked you to do something. You must create profits for the company. Don't expect the company to give you many opportunities to make mistakes and mature time. No matter how rich the boss is, he won't keep a company's "honey"

The tenth commandment is very popular.

Whether a newcomer enters a small company or an old bird becomes an old hand, you can't give up on yourself and be content with customs. It is necessary to keep the originality fresh, mention more wonderful works, and reflect on more cases ... Now China society pays attention to qualifications, but it is not necessarily about qualifications in the future. If you can make progress, you won't be so worried in the future.

Some opinions of an experienced designer

About the company:

There are only a few good companies, and most of the rest are not so good, but fortunately there are some good people to support you;

In today's society in China, you can find real friends from the company's design team;

The nature of the company depends on the nature of the customer, and the nature of the customer depends on the market demand, so designers must first understand the market demand.

There are many people with ulterior motives in the company. When someone questions your ability, you should also be able to shut him up.

Maxima should not stay among mules, but choose the platform that suits him best, not the one with the highest salary;

Don't trust a headhunter to introduce you to the best job, you won't know if it's good until you try it.

Make achievements in other people's companies and in their own fields;

There are human resources, talents, talents and scum in the company. You can choose which team you stand on, as long as you can bear the consequences.

Excellent leaders pay attention to development and profit, qualified leaders pay attention to performance and system, and ignorant leaders pay attention to flattery and rights and deal with them as appropriate;

Your design is great and looks like an artist to the company, but the company will falsely call you a "designer", "engineer" and "artist". Our expectation is that this situation is changing, but we haven't seen the result of the change yet.

About individuals:

You are a designer, not a soldier, and you need affinity;

Establish first, then break. When you say that other people's works and opinions are not good, reflect on yourself first and think twice before you act.

Everyone starts from scratch. If you meet a friend who asks for advice modestly, you can help. If you have no time, please explain that even if you are really awesome, you should respect others.

Don't bring personal emotions into any occasion, it is naive;

[Designers do design for people, not for themselves, nor for friends;

Do a good job of design first, then talk about planning, and then talk about comprehensive ability, don't do it backwards;

Designers don't have to look superior, they are all social work;

Don't be complacent about your previous achievements, keep learning and improving, and be modest, because the hard disk will be broken, the network will be broken, and the works will be copied. Only your thoughts and abilities can't be taken away by others.

Low thinking is mainly due to too little knowledge, fame is mainly due to deep pockets, designers should not be impetuous;

Even if there is no designer, the society will run as usual, so you should show your value instead of just asking for it.

About life:

In any case, relatives and friends are the most important; Don't ignore them because you are in a hurry;

If you feel that you are not creative, you can get a dog first;

It's best not to do design on weekends, but to relax where you think it's worth going;

Good health is the most important thing;

If you find that you can't do anything without a computer, then you are not a good designer;

Whether you agree or not, making money is more important than design;

Love your female (male) friend with your heart, she (he) will give you a lot of unexpected inspiration and care;

The most important thing in life is trust and communication, and so is design.

Designers should not only know things related to art;

Designers like perfection, picky and comparison. Please don't do this in life.

Advertisement 3C = originality, characteristics and conciseness.

CMYK=C (cyan),

M (magenta),

Y (yellow yellow)

K (black is represented by K, because B may also represent light blue).

Art of binding and design

business card

Horizontal version: 90 * 55mm；; 85 * 54 mm < Fish fillets >

Vertical version: 50 * 90mm；; 54 * 85mm < Fish fillets >

Square version: 90*90mm 90*95mm

IC card 85x54MM

Triple advertisement

Standard size: (A4) 210mm x 285mm.

General manual

Standard size: (A4) 210mm x 285mm.

File envelope

Standard size: 220mm x 305mm.

Poster:

Standard size: 540mm x 380mm.

put up flags

Standard size: 8 carats 376 mm x 265 mm.

4 kai 540mm x 380mm

Handbag:

Standard size: 400 mm x 285mm x 80 mm.

Stationery note:

Standard size:185mm x 260mm210mm x 285mm.

envelope

Small: 220×110mm Medium: 230×158mm

Large size: 320× 228mm d1:220×110mm.

C6:114×162mm

Vertical flag

750×1500mm

Flag of large enterprises

1440× 960mm 960× 640mm (small and medium-sized)

chest card

Large size: 1 10×80mm.

Trumpet: 20×20 (flute master badge)

Table mark

210×140mm (at an angle of 75 degrees with the desktop)

Orthogonal paper: 787×1092mm

Number of openings (positive degree) Size unit (mm)

Fully open 78 1× 1086

2 for 530× 760 for 3 for 362×78 1

4 open 390×543 6 open 362×390

8 kai271× 390

16 195×27 1

Note: finished product size = paper size-trimming size

Large format paper: 850 * 1 168mm.

Number of openings (positive degree) Size unit (mm)

Fully open 844× 1 162

2 for 58 1×844 3 for 387×844.

4 quarto 422×58 1 6 quarto 387×422

8 quarts 290×422

Common format size (unit: mm)

Format size: 787 x 1092

Opposite: 736 x 520

4 open: 520 x 368

8 open: 368 x 260

Opening hours: 260 x 184

32 on: 184 x 130

Format size (mass): 850 x 1 168.

Opposite: 570 x 840

4 open: 420 x 570

8 open: 285 x 420

16 Opening hours: 2 10 x 285

32 open: 203 x 140

Orthogonal paper: 787×1092mm

Number of openings (positive degree) Size unit (mm)

Fully open 78 1× 1086

2 Quarts 530×760

362×78 1

4 quarto 390×543

6 quarts 362×390

8 kai271× 390

16 195×27 1

Large format paper: 850 * 1 168mm.

Number of openings (positive degree) Size unit (mm)

Fully open 844× 1 162

2 kai581× 844

3 open 387×844

4 quarto 422×58 1

6 quarts 387×422

8 quarts 290×422

16 on

Generosity: 2 10×285

Correctness: 185×260

8 kai

Generosity: 285×420

Correctness: 260×370

4 open

Generosity: 420×570

Correctness: 370×540

2 open

Generosity: 570×840

Correctness: 540×740

Standard size paper

Large size: 889× 1 194

Trumpet: 787× 1092