Advertising creative design is a complex process of thinking activities, creative. Advertising, as a mass consumption culture, has played an important role in promoting brand development. Through the concept of advertising creative design, this paper discusses the performance and application of advertising creative design in brand communication. 

Advertising creative design is simply to add creative parts to the advertising design process, so that advertising works can not fall out of fashion, stand out. The so-called "creative" refers to the creative thinking activities and unique production techniques to make the original mediocre things decay into magic, and in people's minds to form a deep impression. A complete ad design works to meet three standards. 

(1) Impact, that is, from the visual attention of consumers, which requires advertising in the picture should be attractive, scientific use of color, accurate use of pictures, reasonable construction of space, to create a colorful visual effect.

(2) Advertising information content, an advertising work to convey the information content should be clear and clear without length and complexity, and can systematically convey product information and advertising appeal. 

(3) Brand image, a successful advertising work should have a stable, unified brand personality, in the same subject under the different forms of advertising should be able to maintain consistency and consistency. Recommended reading:Interpretation! Creative expression of advertising

The performance of advertising creative design in brand communication 

The so-called brand communication refers to the enterprise with the core value of its brand as the principle, through advertising, public relations, interpersonal communication, marketing and other means of communication to promote the brand concept, in the minds of consumers to establish a good brand image, promote sales. Today, China's advertising industry is developing rapidly, large and small advertising everywhere, but really deeply rooted in the hearts of the people, well-known by consumers advertising is not much. Some enterprises do not have a high awareness of advertising design ideas, so there are now a large number of mediocre or even vulgar advertising. Enterprises should be based on the long-term, should actively innovate, especially in the process of brand communication, creative design is the core.  

The fusion of advertising creativity and brand communication 

The function of advertising design is to communicate the advertising strategy intention accurately to the audience through reasonable arrangement, production and creativity, and its ultimate task is to inform, persuade and stimulate the desire, that is, to seize the appropriate opportunity to use accurate and wonderful creative and visual images to form a stimulus to the target audience, so that it produces the desire to buy. In the current advertising market, there are many ads because of its excellent creative design of advertising, to the vast number of consumers have left a deep impression. 

Advertising creativity and brand communicationConflict. 

Of course, the effect of advertising creative design in the process of brand communication is not all positive. Some advertising creative designs can only be counterproductive by exaggerating, distorting, and even crossing the moral line. Some ads want to show the cheerful, happy picture, but the use of the tone combination is black and white gray, giving people a deep, cautious, depressing feeling. Some advertising target audience is female consumers, but the use of thick lines, thick font, does not reflect the characteristics of women's delicate, soothing and elegant. The core of creative design is creativity, but this kind of creativity in the design process must comply with certain design principles, such as light and dark contrast, texture contrast and so on. Otherwise, the creative design of advertising will bring serious damage to the brand image of enterprises. 

The correct use of advertising ideas in brand communication 

(1) Respect common sense,Advertising creative design is a human culture, it changes from generation to generation, dare to break through the tradition, there is no established form and law, but there is a fixed knowledge and common sense, advertising clothing design process should follow this. For example, size contrast, weight contrast, light and dark contrast, curve and straight line contrast, etc. , these are the most basic elements of the modeling elements. In addition, we should respect the unity and harmony of the picture, rhythm, scale size and so on.  

(2) follow the rules of creative design of advertising,The intersection of science and art. Advertising creative design is a highly unified knowledge system of science and art. It advocates the principle of "science as the beginning, art as the end", that is, in the early stage of advertising creative design, the choice of audience target groups, the targeting of advertising targets, the determination of advertising strategy, the matching of advertising media, etc. to carry out scientific and systematic analysis, and the finished advertising products are displayed through artistic means, so as to attract the attention of consumers, advertising works are not vulgar.  

The law of uniqueness, the so-called law of originality, means that advertising creativity belongs to the scope of intellectual property protection, it is an original labor. Advertising is a process of persuading with imagination, creativity and insight, with all your wisdom and strength. In order to distinguish from other advertising works, unique creative thinking, unique expression and communication methods are essential. In short, it must have a distinctive, distinctive theme. The law of time, the ultimate goal of the enterprise is to establish brand image and profit, therefore, the creative design of advertising should pay attention to the principle of time, that is, can bring real benefits to advertisers.  

(3) Highlighting the brand image,Brand image is a symbol of an enterprise, it reflects the strength and essence of an enterprise, is an important support for the survival of enterprises. Advertising creative design is to spread brand image services, so in the process of creativity and design, the corporate brand image of tangible content and intangible content in an important position, in the consumer to establish a good brand image, and then trigger the desire to buy. Recommended reading:Excellent advertising creative skills! Grab the consumer

Advertising plays an important role in the process of brand communication, and a good advertisement must have a good idea to rely on. "Creative" is an important link in the process of advertising creation, we should find a long-term development foothold in the process of this conflict, and constantly design for advertising creativity, so that it and brand communication integration. The Chinese market is changing from "channel competition" to "promoting competition", when the creative design of advertising and brand communication conflict, it is more suitable for the brand to work hard, with an open, the courage to explore the mentality of advertising creative design in the brand communication constantly integrated.