1. What are the basic terms used in advertising design?
Professional terminology in advertising: Design Design (design) refers to how art directors and graphic designers select and configure the artistic elements of an advertisement.
Designers select specific artistic elements and combine them in unique ways to determine the style of a design—the way an idea or image is represented. The woodland design highlights the message through a sense of openness.
First of all, the size of the photography grabs people's attention, the sparse text makes the advertisement relaxed and pleasant, and the copy is full of white space, giving people a neat and easy-to-read feeling. Although the advertisement uses many different elements, these white spaces maintain harmony and balance between them.
Under the guidance of the art director, several artists produced a preliminary composition of the advertising concept, and then worked with the copywriter to use their graphic design expertise (including photography, typesetting and drawing) to create the final Effective advertising or brochures. Layout Layout refers to the overall arrangement of all components of an advertisement: image, title, subtitle, text, slogan, stamp, logo and signature.
Layout drawings have several functions. First of all, layout drawings help advertising agencies and clients to pre-produce and evaluate the final image and feel of the advertisement, providing clients (who are usually not artists) with corrections, changes, Tangible basis for judgment and recognition. Second, layout diagrams help the creative team design the psychological component—that is, the non-verbal and symbolic elements—of the ad.
Smart advertisers not only hope that advertisements will bring them customers, but also hope (if possible) that advertisements will establish a certain personality-image for their products and establish a brand (or company) in the minds of consumers. )assets. To do this, the "look" of the ad must clearly project an image or atmosphere that reflects or reinforces the strengths of the advertiser and its product.
Therefore, when designing the first draft of the advertising layout, the creative team must have a strong sense of the intended image of the product or company. In the case of the woodland, the main reason why the creative staff combined the empty image that occupies the main position with the sparse copy is for image.
The ad immediately leaves an indelible impression in the mind of the target audience, adding value to the brand. Third, once the best design has been selected, the layout diagram acts as a blueprint, showing the proportion and placement of each advertising element.
Once production managers understand an ad's size, number of images, typography, and use of artistic elements such as color and illustration, they can determine the cost of producing the ad. Thumbnail is a rough rendering used by artists to specifically express the layout. It is very small (about 3*4 inches), omits details, is relatively rough, and is the most basic thing.
Straight lines or ripples represent the position of the text, and boxes represent the position of graphics. The selected demo is then developed further.
Mockup In the Mockup, the artist draws an actual-sized ad, proposes final wording for the title and subtitle, arranges the illustrations and photos, and lines up the text. Advertising agencies can submit large prototypes to clients—especially those concerned about cost—for approval.
The final draft (prehensive layout/p) has been very detailed and is almost the same as the finished product. The final draft is usually very detailed, with color photos, a determined font style, size and matching small images, and a glossy paper envelope.
Nowadays, the copywriting layout and the matching of image elements of the final draft are all performed by computers, and the printed advertisements look like four-color proofs. By this stage, all graphic elements should be finalized.
Samples Samples represent how a brochure, multi-page material, or point-of-sale display looks and feels when held in the hand. The artist uses colored markers and computer proofs, places the samples on hard paper by hand, and then cuts and folds them to size.
For example, the sample manual is bound page by page and looks exactly like the real product. Layout combination When the final draft is handed over to the printing house for copying, the words and graphics must be placed in accurate positions.
Nowadays, most designers use computers to complete this part of the work, and there is no need for the imposition process at all. However, some advertisers still retain the traditional layout combination method, marking black fonts and artistic elements according to their respective positions on a blank page (also called pasteup), and then covering it with a piece of transparent paper. Highlight the hue and placement of colors.
Printers often refer to impositions as photographic plates ( camera-ready art). At any point in the design process—until ink hits paper—changes can be made to the artistic elements of your ad.
Of course, in this way, the cost can also increase exponentially as the link progresses. The further back, the higher the cost of changes, which may even be as high as ten times. Recognition Copywriters and art directors always face the issue of “recognition” for their work.
The bigger the advertising company and the bigger the client, the more complicated this procedure will be. A new advertising concept must first be approved by the creative director of the advertising company, then be reviewed by the client department, and then by the client's product manager and marketing staff. They will often change one or two words, and sometimes even overturn the entire presentation. .
The copy and art elements are scrutinized by the legal departments of both parties to avoid problems, and finally, the selected concepts and text are reviewed by senior executives of the company. The biggest difficulty faced in "approval" is how to avoid letting decision-makers break the original style of advertising.
The creative team spent a lot of effort to find an approachable advertising style, but a group of people who are not copywriters or artists have the power to completely change it. Maintaining artistic purity is difficult and requires patience, flexibility, maturity, and the ability to express important points clearly and forcefully and explain the rationale for artistic choices.
2. What knowledge does advertising design have?
1. Various design software are necessary, I will not list them one by one; 2. You must have certain art skills, otherwise you will Unable to complete the expression of the creative (non-material) part; 3. Have a certain talent and sensitivity for the matching and application of colors; 4. Learn "spatial art", because design is not a pile of materials, but the use of limited materials To express the perfect artistic conception you want; 5. Understand some consumer psychology, so that you will have a direction of expression when arranging the priorities of design content; 6. Be sure to copy more excellent works of graphic expression, some Helps you to grasp the artistic conception and effectively improve the expressiveness; 7. Understand the various expression techniques of advertising graphic design; 8. Develop the habit of reverse thinking, which is helpful for the extraction of creativity; ,,,,, , Haha, that’s it for now. This is my experience in the advertising industry for many years! bless.
3. What knowledge should be mastered to learn advertising design?
1. It has strong virtuality.
This kind of virtuality is manifested in the construction of unreal illusions through multimedia art, and unreal assumptions and fictions about current issues. 2. Has good interactivity.
Multimedia has an operating environment where humans and machines interact and communicate with each other. Information recipients can adjust the information exchange methods and processes according to their own needs. Good interactive functions and interactive interfaces are important contents of multimedia communication design and an important indicator of success.
3. It has broad publicity. Multimedia art uses various means such as television, video, and the Internet to actively invest in popular culture and consumer culture, stepping out of personal privacy and small circles, and has a strong influence on public culture.
4. It has strong timeliness and popularity. Multimedia art is often good at grasping fashionable topics and cultural hot issues, and reporting and disseminating them in a timely, effective and efficient manner.
Its artistic symbols can easily be integrated with popular culture, thus becoming a pioneering and avant-garde art form. The impact of multimedia on product packaging design Packaging design reflects the characteristics of the times. In turn, the development of the times also promotes the development of packaging design.
Information technology, represented by multimedia, has changed people's lifestyles and the way designers work, bringing unprecedented development space to packaging design, allowing it to present many new characteristics. With advantages, such as expanding service targets, expanding design space, simplifying the design process, shortening the design cycle and reducing design costs, packaging design becomes convenient and rapid.