"POP" is the abbreviation of "point of purchase" in English, which translates as "point of purchase". A "POP advertisement" is an advertisement placed at the point of purchase. Pop hand-drawing technology is a branch of commercial art design. At present, the major of commercial art design is still a blank in China. Commercial hand-painted POP posters are a kind of hand-painted artworks, which usually contain some dynamic and interesting products, characters or cartoon images. They attract people's attention and leave a deep impression on customers through pleasing color matching, funny behavior and language confession. However, monotonous, rigid and rigid signs are hard to attract the attention of pedestrians. Hand-painted POP posters are mainly used in teahouses, bars, restaurants and specialty stores that emphasize the artistic atmosphere.
What should POP hand-painted and DM advertisements do? Answer in detail! ! POP hand-painting is mainly the collocation of text and decorative painting, so typesetting and color are particularly important! Give people an intuitive and clear feeling!
DM advertising, similar to the above concerns, mainly distinguishes levels and priorities! Let people see the information clearly!
How to get started with pop advertising words? There are many ways and methods to make POP advertisements, and there are countless kinds of materials, but hand-drawn POP is the most flexible, economical and friendly. The basic principles of making hand-painted POP are: easy to attract attention; Easy to read; You can know the focus of your appeal at a glance; Have aesthetic feeling; Have personality; Have a sense of unity and cooperation; Effective.
Now, let's study the writing of hand-painted POP in the store. POP must first have the following three basic points:
● Eye-catching.
● Concise.
● Easy to understand.
First of all, in order to make POP stand out, we should find a way from the size and color of the paper. Shops will display goods of different sizes and colors. In this colorful environment, if all POPs are made of white paper, it will certainly not attract customers' special attention. Please try to make POP with different colors of paper, and you will get different effects.
Customers have different feelings about different colors, yellow gives customers a feeling of cheap price, and light pink and orange have good effects. Most customers prefer warm colors to cool colors.
Actually, POP is very simple. Don't think so much, just think about what activities you will do recently! Discount, newcomers, these are all ok, the content doesn't need too much, just 10 to 20 words, do it beautifully, and that's all, be confident and work hard! Come on ~ ~
How to design pop advertisements? You must learn pop font design first. Pop pattern design is applied to practice. Pop advertisements are generally used in supermarkets, shopping malls and schools, and are welcomed by the broad audience because of their popularity and quickness. But it will take some time to practice freely. If you have, buy some books to learn!
Classification of POP advertisements There are many kinds of pop advertisements, and the classification methods are also different. According to the placement position and form, there are the following six categories:
(1) POP advertisement at the top of the store: POP advertisements placed at the top of the store are very intuitive and have great impact, such as billboards, standing billboards, physical details, etc.
(2) Hanging POP advertisement is a type of POP advertisement that effectively utilizes the upper space and top boundary of shopping malls or shops, and it is the most used and most efficient form of POP. Such as advertising signs, label advertisements, etc. ;
(3) ground POP advertisements: POP advertisements placed from the store head to the ground of the store have the function of displaying and selling goods;
(4) Counter-style POP advertisements: POP advertisements placed on the ground of shopping malls. The main function of the counter POP advertisement is Chen Fang's products. For Chen Fang's products, a large number of Chen Fang's products must be available. After satisfying the function of commodity Chen Fang, we should also consider the function of advertising.
(5) Wall POP advertisements: POP advertisements posted on the wall, such as poster boards, billboards, decorations, etc. ;
(6) Display shelf POP advertisement: Small Persistent organicpollutants attached to the product display shelf, such as display boards, can be placed on the counter or next to the product, or directly on the slightly larger product. The main function of the display card is to indicate the price, origin, grade, etc. For goods, you can also briefly explain the efficacy, characteristics and functions of goods. The number of words should not be too much, and brevity is better.
Pop advertising process hello, I also do pop advertising. Master the use of ps software first, and arrange the layout and size. Shook your own popular model equipment. You can print it out. Now hand-painted pop posters have been eliminated. It's all processed by computer.
In fact, computer software must be easy to use and master. It must be nothing to install a higher-priced device. But in order to spend less money, you'd better buy a mid-range machine.
I wish you early success.
With the development of China's economy, the retail industry in China is developing at an alarming rate. Wal-Mart, Carrefour, Lotus, An Baili, Gome, China Resources, Metro and other domestic and foreign retail giants have rushed to carve up the cake of China's retail industry. Coupled with the rapid development of local supermarket chains, retailers' demand for art talents has increased dramatically.
We can look at the following set of information:
Deadline for Total Number of Stores Opened by Retailers (Home Page)
Wal-Mart 184 2007 (official website of Wal-Mart)
Gome 800 2006 (Tom Technology)
Suning 350 2006 (Tom Technology)
D.phone 700 2007 (Tianji Tianji Mobile Phone)
Carrefour 95 2007 (Carrefour official website)
Baijia39 2006 (21Century Business Herald)
An Baili 30 (Department Store Division) 2007 (Oriental. com)
Lotus 75 2007 (official website of Lotus)
CR Vanguard 2 148 2007 (official website of CR Vanguard)
Metro 33 2006 (Sina Finance)
Tesco 45 2007 (joint venture. com)
Shiji Hualian 49 (Large Store) 2007 (Shiji Hualian official website)
1960 (accession)
There are 2698 supermarkets (Wal-Mart, Carrefour, Baijia, An Baili, Lotus, CR Vanguard, Metro, Tesco and Shiji Hualian). The average business area is 8,000 square meters, and every 1.200 square meters is equipped with an artist (the general method of installing artists in large supermarkets): about 654,300 artists are needed.
Small and medium-sized stores (Gome, Suning, Dixintong, Shiji Hualian (joining)) * * Total: 38 10. Each store is equipped with full-time (part-time) posts: about 38 10.
Based on the above information, the number of artists required for the above stores is 2 1797. If it is a comprehensive local large-scale store (such as Zhanjiang Xinlingnan Supermarket), the number of artists required is conservatively estimated to be no less than 10 (taking Zhanjiang as an example, there are large-scale stores such as Aiqun, Hailian, Xinlingnan, Trust-Mart, Aihua and Gome).
200 1 year-2005 is the fastest year for the chain industry in China, and the annual store growth rate of the top 100 enterprises in China in the first four years is 5 1% (from: Sohu.com).
On April 15, 2007, the president of Gome announced that hundreds of mobile phone franchise stores will be opened in key cities this year, and the mobile phone sales target for 2007 is1980 million, accounting for 10% of the domestic market share (from: Beijing Evening News).
On April 14, 2007, Suning also announced the independent operation of mobile phones, digital products and IT products (since: Beijing Evening News).
It is not difficult to see from the above information that the retail industry in China is growing rapidly. In addition to hardware construction, the most important capital of an enterprise is talent. In the final analysis, the competition between enterprises is the competition of talents, and art designers are indispensable technical staff in every large-scale store. At present, there is a real shortage of artists in China, the demand for artists in the market is increasing, and the conditions are getting higher and higher, but there are few corresponding professional art training institutions.
Art practitioners in large-scale stores can be roughly divided into several categories:
1, graduated from art design, and then engaged in planning, art design and design occupations.
2. Without artistic skills, the apprentice learns from the master while working.
I didn't graduate from art design major, but I got the corresponding skills through my own efforts, reference books and training.
In fact, the second and third items are the same concept, and they have never studied design or art. It is precisely these talents who constitute the main force of today's art career, but their professional level needs to be improved. Although they are qualified for some artistic posts, it does not mean that they are qualified professional artists. Most artists really need professional training to improve their professional level, and it is difficult for bosses to find corresponding talents, so they specialize in artists.
Present situation of hand-painted pop course in art colleges;
At present, most colleges and universities don't offer hand-drawn POP courses, and what they offer sub-courses is nothing more than distributing several books on POP. Students choose, refer to and learn by themselves, and there are few professional hand-drawn POP courses to teach.
Large supermarkets basically have three requirements for artists:
1, familiar with the operation of computer software such as Photshop and corelDraw, with an art foundation, and able to skillfully write hand-drawn POPs (such as China Resources).
2. Only computer Photshop and corelDraw are required to be skilled in operation, and there is no need to draw by hand (such as Trust-Mart).
3. Only proficient in hand-drawn POP writing is required, and there is no requirement for computers (such as Trust-Mart).
However, in any case, if you want to be an excellent artist, you must have the ability of color, typesetting, copywriting design, promotion planning and so on.
At present, the market position of hand-painted pop in western Guangdong;
1, from the geographical analysis: a. Hand-painted POP training in the north (such as Shenyang, Beijing, Hunan, Henan and Changchun) has become a prairie fire, while the POP training in the south (such as the Pearl River Delta region such as Shenzhen and Guangzhou) has just started, but the development speed can not be ignored. B, western Guangdong with Zhanjiang as the center can radiate Maoming, Yangjiang and Beihai.
2. In terms of time, the first POP training center in Beijing was established in 200 1, the first POP training center in Shenzhen was established in April 2006, and the first POP training center was also established in Guangzhou. Thus, Guangdong's POP training industry is still in its infancy, and in the next few years, it is certain that Zhanjiang's retail industry will compete with others (Wal-Mart, China Resources Supermarket and Suning Appliance will soon advance).
3. Analysis from the industry: Hand-painted pop artists belong to a new and fashionable profession, which is the perfect combination of art and business. They are the favorite and most popular artists of domestic retail giants. They are completely different from other vocational skills training, and can be directly separated from other vocational skills training, with a high starting point and a large market. They not only enable students to learn the production ability of POP, but also enable them to master rich planning skills and help them find better jobs faster.
4. From the group analysis: the objectives of POP training can be divided into three categories: a. I have a strong interest in hand-drawing and want to improve my hand-drawing design ability. B. people who are looking for a job, have a strong interest in hand painting, want to develop in this field and engage in the planning industry. C. People who are already on-the-job planners and want to make themselves not only outstanding in computer, but also improve their hand-drawing ability, hand-making ability and competitiveness (the market potential is huge, and the students in our center are the best example).
5. From the perspective of consumption power, the overall income of Zhanjiang is low in Guangdong, so the low tuition fees we set basically ensure that every student who wants to learn can participate in the study and receive the best art skills training. Moreover, many job seekers have made career plans and have diverse views on investment education. Based on the above analysis, China's art talent training market is very promising, especially in today's skyrocketing retail market, the participation of planning artists is indispensable!
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Who knows about popular advertisements? To put it bluntly, outdoor signs, exhibition boards, window posters, in-store tables, price lists, flags, three-dimensional cartoon models and so on.
There are many in the supermarket.
Go and have a look.
What is a pop advertisement? hand paint