Poster design needs to take into account the overall style, color and business content of the store, and strive to integrate with the environment. There should not be too many words to explain, which will make people lose interest. Poster design is a new profession based on the application of computer graphic design technology with the development of advertising industry. The main feature of this professional technology is to combine the advertising elements such as images, words, colors, layout and graphics with the characteristics of advertising media, and express the purpose and intention of advertising through relevant design software on the computer. How to write the poster copy? 1, rationally tap the audience's demands.
20 19 sogou Input Method Poster Content: The brand has positioned a theme of "Don't be embarrassed to speak", and designed several posters around the chat status quo in today's society and life. And launched a theme poster in conjunction with its own brand smart Wang Zi * * *. It also subdivided several topics: "Don't speak bluntly", "Don't say die" and "Don't waste".
2. Find the emotional catharsis of the audience.
20 19 McDonald's promotion of summer drinks poster content: In order to launch a new summer drink-coconut drink, McDonald's made a big fuss about people's summer living conditions and situation. Its brand positioning is "lazy" theme. In order to get rid of the heat in summer, it creates around the theme from the visual design, font art and content display of copywriting.
3, homophonic terrier blessing
20 19 Australian bank mebank poster content: its brand focuses on the theme of "money troubles" of novice parents, tapping the audience's life needs and pain points, so as to achieve the purpose of publicity.
What are the requirements for poster design elements? The requirements for poster design elements are as follows:
1, full visual impact, can be achieved through images and colors.
Color is the most sensitive thing for human vision. If the color of the home page is handled well, it can be icing on the cake and achieve twice the result with half the effort. The general application principle of color should be "overall coordination and local contrast", that is, the overall color effect of the homepage should be harmonious, and only local and small areas can have some strong color contrast.
2. The content expressed in the poster is concise, and the main appeal points are grasped.
In order to make people who come and go in a hurry leave a visual impression, poster design should fully embody the principle of positioning design in addition to large size. With prominent trademarks, logos, titles, graphics, or contrasting colors, or large areas of blank space, or simple visual processes, posters become the visual focus. Posters can be said to have the typical characteristics of advertisements.
3, the content should not be too much, concise and clear, and the length should be short and concise.
4, the picture is the main, supplemented by copywriting.
As far as posters are concerned, they include commercial posters and non-commercial posters. Among them, commercial posters are mainly expressed in the form of photography with concrete artistic expression, realistic paintings or cartoons, leaving consumers with real and touching pictures and humorous feelings.
5. The theme font is eye-catching.
Fully embody the principle of positioning design. With distinctive trademarks, signs, titles and graphics.
Extended data:
Poster design composition skills:
1, thickness comparison of composition skills:
The so-called thickness contrast refers to the colors used in the composition process and a style formed by the patterns composed of colors. In painting and calligraphy, we know that there is a difference between meticulous painting and freehand brushwork, or that meticulous painting and freehand brushwork appear on the same picture (like the paintings of Chinese painting master Qi Baishi's Cabbage and Fruit Fruit). This style is often used for packaging composition.
Part of this thickness contrast is the contrast between the main pattern and the foil pattern; Have a plenty of contrast between the central pattern and the background pattern; Some are as rough as the wind sweeping away the residual clouds in rows, and some are as delicate as hairspring; Some use the calligraphy of weeds instead of patterns, which can be seen anytime and anywhere on some wine and food packaging. For example, Miss brand dumplings and Rejoice brand shampoo.
2. Comparison of composition skills:
In the landscape composition of traditional Chinese painting, we should pay attention to the perspective of close-range and middle-range, and in the design of packaging design, we should also pay attention to the composition level of near and far pictures. The so-called approach is the most eye-catching part of a picture, also called the first visual impact, which is also the most important content to be expressed in the packaging pattern.
For example, the earliest instant noodle packaging used by Shuanghui, the first thing that caught people's attention was the Shuanghui trademark with a blank background and the words of Shuanghui with a huge white variety with a dark red square background (that is, close shot), followed by the smaller main character of "Braised Beef Noodles" (it should be said that the second sight is also called the middle shot).
Thirdly, the product photos (also called the third line of sight, bounded by the middle scene) expressing the packaging content, followed by the auxiliary corporate mascot advertising language, performance description, corporate logo and so on. This obvious layering is also called the three-step rule of vision, which highlights the most important theme from top to bottom and from right to left while considering people's habit of checking still life pictures.
As a designer, at the beginning of creating a painting, you should know the theme of your appeal before making it, and create an atmosphere that stands out from the crowd. So the picture I designed is like a powerful magnetic force, which draws the eyes of the campers tightly.
3. Comparison of composition skills:
When it comes to the contrast of composition skills, it is very similar to the contrast of complexity and simplicity in color application, and it is also very similar to the flying white in Chinese painting, that is, the concentrated places in the pattern must be set off by diffusion, and it is not appropriate to concentrate or spread them all. It embodies a kind of density coordination, clear rhythm, relaxation and ethereal. At the same time, the theme is prominent.
In the design of many packaging patterns, the whole picture is dense and colorful, with heavy color expression from the background pattern to the theme pattern, which makes people feel overwhelmed and breathless. This will not only not beautify the product and promote sales, but also make people bored and lose their appetite. This is caused by not grasping the contrast between density and density.
4. Static and dynamic contrast in composition skills:
In a pattern, we often find this phenomenon, that is, the explosive pattern in the background or around the name of a packaging theme, or a few seemingly random crazy thick lines, or banded English or patterns, all show a kind of "feeling".
The theme name is dignified and steady and the background is calm, which is the contrast between static and dynamic. This contrast avoids everyone's vulgarity and rigidity. So the visual effect is very comfortable. Accord with people's normal aesthetic psychology.
5. Comparison of Chinese and Western composition skills:
This contrast is often in a picture of packaging design, using the combination of cartoon techniques of western painting and traditional techniques of China or the combination of Chinese traditional studies and English.
And the picture directly highlights the photos of westerners or a picture on the packaging pattern in a realistic way. This form of expression is also a common reference way, which often appears on the packaging of children's products, women's socks, clothing or cosmetics.
6, ancient and modern comparative composition skills:
Making foreign things serve China means making the past serve the present. Especially in order to reflect a kind of cultural taste, people often use the ancient classic ornamentation, calligraphy, characters and patterns on the packaging now, which is most obvious in the packaging of wine.
For example, wine and Taibai liquor, as well as Mid-Autumn moon cakes and black peanuts in food, are all embodied and excavated from these aspects. In addition, there are some high-end gift boxes for cosmetics and daily necessities, and their ornamentation and patterns are also looking for grafting techniques from classical culture. This can give people an antique and elegant pursuit or some comfort. So it is very popular with consumers.
-Poster design (artistic design with strong visual effects for publicity)
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