It is the abbreviation of English, which means "selling point advertisement". Its main commercial purpose is to stimulate and guide consumption and enliven the atmosphere of shops. Her forms include outdoor signs, exhibition boards, window posters, in-store tables, price lists, flags and even three-dimensional cartoon models. POP is often used in short-term promotion, with exaggerated humor and strong colors, which can effectively attract customers' views and arouse customers' desire to buy. As a low-cost and efficient advertising method, POP has been widely used. Production forms of>& gt& gtPOP: The production forms of POP include color printing, printing and hand painting. With the development of computer software technology, it shows beautiful and efficient advantages in artistic design and application, and can even imitate the graffiti effect of hand-painted artistic glyphs to the fullest, and can receive and dial LOGO pictures from digital cameras and scanners. Especially suitable for fast, efficient and low-cost production of selling points with large demand for POP. Application of>& gt& gtPOP: POP is mainly used in supermarkets and various retail terminal stores. At present, most large supermarket stores are printed into a unified template, and then the artist fills in the text content according to the requirements to meet the different use needs of boutique counters, which is very flexible and timely. Therefore, the general simple hand-painted POP is not competent and must be mass-produced in a modular way. At present, there is a trend of brand chain operation in product stores, and many of them operate synchronously with brand operators and manufacturers in product organization structure, promotion plan and store style. However, in the use of POP, many still advocate different copywriting and provide different discount information. Some stores even use yellow paper to write posters such as "good news" ... This obviously does not adapt to the trend of brand operation. Perhaps brand suppliers should consider more at this point.
POP hand-painted posters commonly used tools
To draw a beautiful POP poster, you can use the following tools to mix and match, and you don't have to use a specific tool. These are the basic tools for completing POP hand-painted posters, which can be bought in art stores or bookstores:
1. colored pen: there are two kinds of pens, namely, open-angle pen and round-headed pen.
2. Mack pen: A Mack pen, with two kinds of pens, i.e. corner pen and round pen, and three kinds of solutions, i.e. alcohol, water and oil.
Third, powder and crayons.
Fourth, pastel pen.
5. Colored pencils and sketch pencils.
Six, watercolor, poster color, round or flat marker.
Seven, brush, ink, color Dan.
Eight, pen knife, art knife, round knife, styling scissors, scissors.
Nine, double-sided tape, lipstick glue, transparent tape, paper tape, glue, photo glue, Taiwan Province Province glue.
Ten, cutting board, cutting steel ruler (30 cm, 70 cm, 100 cm each), small ruler, wave ruler, soft ruler.
Xi。 Compass.
Twelve, needle pen.
Thirteen, like white, correction tape, white paint pen, gold paint pen, silver paint pen.
14. Handbags and paper reels.
Combination factors of hand-painted POP posters
The combination factors of hand-painted POP posters can be roughly divided into the following categories:
I. Illustrations
(1) Theme Style
(2) Decorative style
(3) the overall question type
Second, the copy
(1) title
(2) Key tips
(3) content
How to write hand-drawn POP characters well
First, practice spelling and "draw bones".
Second, write with a hard pen → write with a round pen → write with a corner pen → practice with a soft pen.
Third, from top to bottom, from left to right, practice turning pens and joints.
Fourth, creative font practice.
5. Grid space allocation.
Sixth, font decoration.
Seven, reading.
Eight, first font → big poster → plane poster → three-dimensional poster → three-dimensional object
Seven, the use of computers and art.
In addition to hand-painted POP posters, computer-generated draft posters printed by color inkjet printers are also common recently. In addition to the overall output by computer, the characters printed by computer can also be used as a tool for producers who are not good at writing POP fonts during the day. With the use of computer software such as CroalDraw, Pagemaker and Quack, we can get many different computer words.
Marketing of hand-painted popular posters
Just because you wrote a POP poster doesn't mean the poster is successful. Time limit, the duration of posting and the location of posting all affect the effectiveness of this poster to convey information. If you make a very beautiful poster and post it for only one day, and the posting place is not where the target audience can see it, then the effect of the poster will be wasted. Hand-painted POP posters should not only be beautifully written, but also be carefully shot, because it takes a lot of effort to make them.
I can only teach you, not give it to you. Will support you! Come on!
Characteristics and advantages of pop hand-painted advertisements;
I. Notice of new products
Almost all popular advertisements belong to advertisements for new products. When a new product is sold, it can attract consumers' attention and stimulate their desire to buy by cooperating with other mass media and using pop advertisements in the sales place.
Second, stimulate the purchasing consciousness.
Although manufacturers have widely publicized their own enterprises or products by various mass media, sometimes when consumers step into stores, they forget the advertising contents of other mass media. At this moment, the use of pop advertising for on-site display can arouse consumers' potential awareness, recall the goods again and promote the purchase action.
Third, change the sales staff.
Pop advertising has the reputation of "silent salesman" and "most loyal salesman".
The environment where pop advertisements are often used is a supermarket, which is an optional way to buy. In the supermarket, when consumers are at a loss to start with many commodities, an excellent pop advertisement placed around the commodities can faithfully and continuously provide consumers with commodity information, and can play a role in attracting consumers and urging them to purchase.
Fourth, create a sales atmosphere.
Using the strong colors, beautiful patterns, outstanding shapes, humorous actions and accurate and vivid advertising language of pop advertisements can create a strong sales atmosphere, attract consumers' attention and promote their impulse to buy.
In summer, cosmetics companies make Persistent organicpollutants from pictures of bodybuilding girls who are bronzed by the sun lying on the beach, and hang them in shops and cosmetics stores, so that consumers have a strong sense of season and realize that they also need to go to the beach to relax for a day, but they need to remember to bring cosmetics companies' skin care products to protect their skin.
Verb (abbreviation of verb) promotes corporate image.
Some domestic enterprises not only pay attention to improving the popularity of products, but also pay great attention to the publicity of corporate image. Pop advertising, like other advertisements, can establish and enhance the corporate image in the sales environment, and then maintain a good relationship with consumers.
Extended data
Brief introduction of advertisement
POP originated in the United States, and then prevailed in Japan and Taiwan Province Province of China. Because after the First World War, the global economy was generally depressed and the market was depressed, advertising fees became a big burden for manufacturers and buyers and sellers. Coupled with the mushrooming of supermarkets in the United States, under the consideration of rapid economic changes, stimulation and manpower, pop-style advertisements gradually captured other media.
Popular books and popular classes also came into being.
POP advertising is the best shortcut to promote sales in shopping malls. All advertisements and promotional materials used in shopping centers to provide commodity information and promote the successful sale of commodities can be called POP advertisements.
Although POP does not have the power of large-scale bombing like TV and newspapers, it is a media that can respond quickly to environmental changes. Because of its fast speed and rapid change, it has become one of the most effective means in commercial competition.
Reference source:
-Hand-painted pop music
How to make popular posters I. Title
1, main title: This is the key point of POP, which can best keep the eyes of the audience, so the font must be eye-catching, eye-catching, clear and easy to read, and the number of words should not be too many, and it will be read in about 2 seconds.
2. Subtitle: If the main title can't fully explain the content, or to make the content more attractive to the audience. The supplementary explanation of subtitles is necessary, so subtitles have the function of making the finishing point. But the main title
If you can't attract the audience, then the audience will not be interested in watching subtitles. This popular design is a failure. Specifically, the audience's eyes can be transformed from the main title-subtitle-the explanatory text of the specific content, like this.
Fashion is success.
Second, the decoration
Decorative frames and pattern shading are common methods. Among them, the modification of words is very important, but it should be noted that large characters without modification will appear monotonous, and too many small characters will hinder reading. POP ads are not blogs.
Profound and profound, but easy to learn and difficult to master, not a few words can tell all the mysteries. Let's write here for the time being, and hope to discuss it in detail later.
Third, the explanatory text
Explanatory text is a copy that fully explains the content and purpose in the design of hand-painted POP posters. When writing, you should pay attention to:
1, concise and to the point, to avoid sentences that are not fluent.
The most attractive information should be written in front to induce readers to continue reading.
3. The number of writing lines should be within 7 lines as far as possible, and each line should not exceed 15 words.
Illustration of verb (abbreviation of verb)
POP expressed only in words is monotonous, and illustrations are a good way to adjust it, but try to avoid being too fine and rough.
Six, other matters needing attention
1, no more than three colors, usually red, blue and black.
2. When writing, write down the name of the whole product and indicate the specifications.
3. When writing the price, pay attention to the obvious size of the numbers before and after the decimal point.
4. In principle, there can't be more than two items on a POP, otherwise the visual impact can't be achieved.
5, to indicate the original price and current price, to reflect the degree of price reduction.