The soul of advertising design - creativity
Advertising creation is the most important, and will affect the ultimate dissemination of the effect is the advertising creativity of this link. It is the product of creative activities in modern advertising operation, and it is an effective and creative way of communicating advertising information.
Advertising creativity is the processing and creation of art by advertising designers with their accumulated theoretical knowledge and practical experience, and the creation of advertising expressions with unique expression methods and content.
This process consists of two aspects:
First, creators should have a sense of innovation - ideas, ideas, ideas, etc.
Second, creators can carry out creative thinking activities according to their innovative consciousness.
First, the role of creativity in design
Creativity is the soul of advertising design. The most basic purpose of advertising is to "tell the public", the most direct way to achieve this goal is to try to attract the attention of the vast number of consumers as much as possible, while making it impressive, not easy to forget. This requires designers to find a good idea.
Second, the performance requirements of advertising creativity
1. The idea is bold and novel
With the rapid development of social economy, every corner of our life is full of advertising works, many audiences to most of the advertising response is indifferent or even disgusted, only novel and bold ideas can attract the attention of the audience, mobilize the mood of the audience.
2. The form is simple and prominent
The simpler the form, the easier it is to be remembered for talking about the creativity of advertising design. Nowadays, people's life is fast-paced, life pressure, not too much time and energy to remember all kinds of advertising content, and the simple sense of form is easy for people to understand a certain amount of information in a short period of time, can instantly attract the attention of the audience, to achieve the purpose of conveying information.
3. Unique performance and personality
The ultimate goal of advertising ideas is to differentiate themselves and allow your audience to quickly distinguish themselves from others. Unique and personal form will bring people a strong visual impact, no personality of the visual form is difficult to produce visual impact.
Third, the creative process of advertising
1. Preparation phase
This stage of the main work is based on the theme of advertising, collect relevant information, in order to accurately capture the problem-solving ideas, but also pay attention to tap existing knowledge and experience, multi-channel to inspire new ideas.
2. Think about the analysis stage
Once the corresponding information is ready, it is necessary to try to analyze the subject and material from a variety of angles - positive, negative, pros and cons, etc. , the main task of this stage is to try to remove some inherent obstacles, so that thinking between reason and sensibility freely and expansively, promote the richness and diversity of ideas, and ultimately achieve the purpose of nurturing inspiration and inspiring epiphany.
3. Form the first draft
After the preparation and analysis stage, the focus should be placed on the excavation of creative ideas, to try in the process of "mountain heavy water recovery" to find the results of "willow dark flowers", which is also the creation process of "quality" breakthrough.
Sudden whimsy, occasional creativity, inspiration flash and so on are creative ways and means, these ways and means through repeated brewing, forming various forms of first draft, in order to lay a better foundation for perfect works.
4. Complete the work
This process is not only the continuous improvement of the work, but also the repeated demonstration of the work, all the previous ideas need to be identified and demonstrated - such as whether feasible, whether it needs to be amended, whether it can achieve the purpose of expression, whether it can be accepted by the audience, etc. , this stage, rational thinking needs to play a leading role, to focus on the previous dispersion thinking, to avoid good ideas can not achieve good results, and finally to its image form - text, graphics or graphics to express, Form a complete work.
Fourth, the way of thinking about advertising creativity
Inspiration is the source of creativity, but creativity can not only rely on inspiration, but also need scientific and rational thinking. Fundamentally, creativity is not a mystery, it's just a matter of seeing if we can reassemble existing elements.
Generally speaking, advertising creativity can be carried out according to a certain line of thinking, in the same type of advertising up or down vertical thinking, at the same time, but also to multi-directional development for horizontal thinking, learn from the advantages and strengths of other types of advertising, to make up for their own shortcomings.
V. The law of creative design of advertising
1. Creators interact with their audiences
Advertising creativity is the subjective creation of the planner (creator), which expresses the creator's thoughts, emotions and intentions, but this process must consider its needs deeply from the consumer's point of view in order to achieve the ultimate goal of advertising - consumer satisfaction and acceptance.
Only when consumers accept the advertising works will they be selected for the advertised goods.
2. Uniqueness methodthen
Advertising creativity belongs to the category of intellectual property rights, must have a distinctive personality, different theme, should be creative and unique, such as creative ideas unique, unique expression, unique mode of communication or unique sales theme and so on
This requires creators to make full use of various forms of expression, with unique wisdom, thinking and expression to persuade and attract consumers. Therefore, advertising creativity has become the most important part of advertising elements.
3. Take the market as the test criterion
The ultimate goal of advertising is to achieve actual advertising results, which can bring revenue to advertisers. The purpose of advertising creativity is to help advertising works better to persuade and attract consumers, it is consistent with the purpose and theme of advertising. Therefore, advertising creativity should not only give full play to the imagination, but also meet the actual needs of the market, and ultimately through the market to test the actual effect.
Go to "Discovery" - "Take a look" browse "Friends are watching"