What are the common techniques of creative design of advertising?

Simply put, the so-called advertising creativity is to advertise the special cultural connotation to be expressed, through the processing of art, so that people in a certain social context from the cultural connotation of advertising to produce identity and resonance. The following small compilation for everyone to organize 14 common techniques.

1, highlighting the feature method　　

Use various ways to grasp and emphasize the product or theme itself unique characteristics, and it is clearly displayed, these characteristics placed in the main visual part of the advertising screen or to be baked and processed, so that the audience in contact with the words of the screen is quickly felt, to its attention and visual interest, to stimulate the desire to buy promotional purposes.
　　In the advertising performance, these should focus on highlighting and rendering the characteristics, generally rich in personality product image distinctive special ability, manufacturers' corporate logo and product trademarks and other elements to determine.
　　The method of highlighting features is also a very common expression method that we often use, and it is one of the important techniques to highlight the theme of advertising, which has the performance value that can not be ignored.

2, contrasting method

Contrast is one of the most prominent expressions of artistic beauty, which tends to be opposing conflicts. It shows the nature and characteristics of the things depicted in the works in sharp contrasts and direct contrasts, and then shows them, comparing them against each other, from the differences presented by the contrast, to achieve the performance of concentration, simplicity, twists and turns. Through this method more clearly emphasize or prompt the performance and characteristics of the product, to give consumers a profound visual feeling. As a common and effective expression, it can be said that all art benefits from comparative expression. The use of comparative techniques not only makes the advertising theme strengthen the performance, but also full of interest, expanding the infectious power of advertising works. The success of the use of comparative techniques can make the seemingly ordinary picture processing implied a wealth of meaning, showing the different levels and depth of advertising theme performance.

3, direct display method　

This is one of the most commonly used and widely used expression techniques. It will be a product or theme directly and truthfully displayed on the advertising page, the full use of photography or painting skills such as realistic performance. Fine carving and efforts to render the product's texture, shape and functional use, the product's exquisite texture fascinatingly presented, giving people a realistic sense of reality, so that consumers on the promotion of the product to produce a sense of intimacy and trust.
　　This method because of the direct product to consumers, so we should pay great attention to the combination of products on the screen and display angle, should focus on highlighting the product's brand and product itself is the most easy to impress the part, the use of color light and background for baking, so that the product is placed in an infectious space, so as to enhance the visual impact of the advertising screen.

4, reasonable exaggeration method　　

1, with the help of imagination, the advertising works of the object of the quality or characteristics of a certain aspect of the quite obvious exaggeration, in order to deepen or expand the understanding of these characteristics. "Exaggeration is the basic principle of creation, " says the writer Goerki. "Through this method can more clearly emphasize or reveal the essence of things, strengthen the artistic effect of the work. 2, exaggeration is the general seeking novelty changes, through fiction to the characteristics of the object and personality of the Chinese and American aspects of exaggeration, giving people a novelty and change of interest. 3, according to the characteristics of its performance, exaggeration can be divided into two types of morphological exaggeration and appearance exaggeration, the former is the appearance of the treatment, the latter is the implicit emotional treatment. Through the use of exaggeration techniques, for the artistic beauty of advertising into a strong emotional color, so that the characteristics of the product is distinct, prominent, moving.

5, to see the big law

In advertising design, the three-dimensional image is emphasized, made up, concentrated, with a unique imagination to grasp a point or a local to focus on the description or extension of amplification, in order to more fully express the theme of thought. This kind of artistic treatment with a little view of the comprehensive, small-sighted, never-to-full expression, to the designer has brought a lot of flexibility and unlimited expressive power, while providing the recipient with a broad space for imagination, to obtain vivid interest and rich association. To see the big and medium", is the focus of advertising picture description and visual interest center, it is not only the concentration of advertising creativity and hair, but also the designer's unique arrangement, because it is not the general meaning of "small", but small and medium-large, to small and large highly refined products, is concise and deliberate pursuit.

6, the use of joint ideas

A psychological phenomenon that conforms to the aesthetic law. In the aesthetic process through rich associations, can break through the boundaries of time and space, expand the capacity of artistic image, deepen the picture of the mood. Through association, people see themselves in the aesthetic object or their own experience, beauty often appears particularly strong, so that the aesthetic object and the United States Microsoft company integration as a whole, in the process of generating association caused aesthetic resonance, the intensity of their feelings is always fierce and rich.

7, rich in humor

Humor method refers to the clever reproduction of comedy characteristics in advertising works, grasping the local things in the phenomenon of life, through people's sexuality, appearance and manners of some ridiculous characteristics. Humor performance techniques, often the use of funny plot, clever arrangements, the need for certain things, infinitely extended to the extent of comics, resulting in a full of fun, funny and intriguing humor. The contradiction and conflict of humor can achieve unexpected and reasonable artistic effect, arouse the viewer's smile, and play the role of artistic infectiousness in a unique way.

8, borrowing metaphor　

Metaphor refers to the selection of two things in the design process that are different in this copy, and in some aspects there are some similarities, "to use this as a metaphor", the metaphorical things and the subject has no direct relationship, but at some point there are similarities with certain characteristics of the theme, so that you can play by the title, extend the transformation, to obtain the artistic effect of "euphemistic music."
　　Compared with other expressions, metaphors are more subtle and sometimes difficult to see at a glance, but once they understand their meaning, they can give an endless feeling.

9, with the love of the trust law

The most direct effect of the infectious power of art is the emotional factor, aesthetic is the process of constantly communicating feelings between the subject and the object of beauty. Art has the characteristics of conveying feelings, "people who are touching, no more than feelings" this sentence has shown the role of emotional factors in artistic creation, in the expression of the method of focusing on the choice of emotional content, with beautiful feelings to bake the theme, true and vivid reflection of this aesthetic feelings can be obtained with emotional, play the power of artistic infection, which is the literary focus of modern advertising design and beauty of the mood and the pursuit of interest.

10, suspense arrangement method

In the performance of the way to make a mystery, put down doubts, make people on the advertising screen at first glance puzzled, resulting in a suspicion and tension of the psychological state, in the audience's psychology set off layers of waves, resulting in exaggerated effects, driving consumer curiosity and strong action, open positive thinking association, causing the audience to further explore the meaning of the ad is a strong desire, and then through the advertising title or text to the theme of the advertisement, so that the suspense can be lifted, let people feel unforgettable. Suspense has a high artistic value, it can first deepen conflicts, attract the interest and attention of the audience, resulting in a strong feeling, resulting in fascinating artistic effects.

11, choose idol law

In real life, people have their own worship, admiration or imitation of the object, and there is a desire to be as close to him as possible, so as to obtain psychological satisfaction. This method is precisely for people's use of this psychological characteristics, it seizes people's admiration for celebrity idols, choose the idols worshipped in the eyes of the audience, with product information to convey to the audience. Because celebrity idols have a strong psychological appeal, so with the help of celebrity idols, can greatly improve the product impression and sales status, establish the credibility of brand names, produce unspeakable persuasion, induce consumers to advertise the praise of celebrity idols of the product attention to stimulate the desire to buy. The choice of idols can be a super-female star with a soft style, a world-famous male-sucking star, or a well-known world sportsman, and others can choose political figures, social celebrities, art masters, battlefield heroes, handsome men and women, etc. Idol's choice should be consistent with the advertising products or services in character, otherwise it will give people a sense of far-fetched attachment, make people psychologically reject, so that can not achieve the desired purpose.

12, humorous imitation method

This is a creative way of quotation, do not meaningfully adopt the new and old way of borrowing, the world's general public familiar with famous paintings and other works of art and social celebrities as a humorous image, after clever plastic performance, so that famous painting celebrities produce a sense of humor, to give consumers a new and strange visual impression and relaxed and pleasant fun, with its abnormal, mysterious to improve the appeal of advertising耱 effect, increase product price and attention.
　　This expression of the persuasive power of advertising, in a near-caricature of wit, make people praise, make you laugh, let you never forget, leaving a strange aftertaste.

13, magical psychedelic

The use of deformed exaggeration, with infinitely rich imagination to fabricate a mythical and fairy-tale-like picture, in a fantasy scenario to reproduce the reality, resulting in a certain distance from real life, this is full of rich romanticism, writing more than realistic expression, with the sudden emergence of magical visual feelings, very infectious, giving a special aesthetic feeling, can meet people's preferences for strange and changeable aesthetic taste requirements. In this expression, artistic imagination is very important, it is a sign of the development of human intelligence, everything needs to be imagined, especially art. It is no exaggeration to say that imagination is the life of art. Imagination is alive and well, from the beginning of the idea to the end of the design. The outstanding feature of imagination is its creativity, creative imagination is the beginning of the excavation of new meaning, is the emergence of new images. Its basic tendency is to transform the experience aroused by Lenovo, and ultimately form a new image with the unique creation of the aesthetic person, which produces a strong force to beat the hearts of the people.

14, continuous series of methods

Screen, forming a complete visual impression, so that through the picture and text to convey the advertising message is very clear, prominent, powerful.
　　Advertising screen itself has a vivid visual image, repeated accumulation, can deepen the consumer's impression of products or services, get good publicity effect, to expand sales, establish brand names, stimulate the purchase of competitiveness has a great role. As the premise of design strategy, establishing corporate image plays an important role that can not be ignored.
　　As the basis of design composition, the grasp of formal psychology is very important, from the visual psychology, people are tired of monotonous and uniform forms, the pursuit of diverse changes, continuous series of performance methods in line with the "diverse in unity" this form of the Basic Law of the United States, so that people in the "same" see "difference", in unity to seek change, the formation of both diverse and unified, both contrast and harmonious artistic effect, strengthen the artistic appeal.

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What are the common techniques of creative design of advertising?

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