Advertising design is a profession. The application of computer-based graphic design technology is a new occupation formed with the development of advertising industry. The main feature of this professional technology is to express advertising elements such as images, words, colors, layouts and graphics, combined with the characteristics of the use of advertising media. In order to express the purpose and intention of advertising through relevant design software on the computer, carry out creative design performance of graphic art and spread creative principles, creativity and common sense. The so-called advertising design refers to the intermediate process from creativity to production. Advertising design is a combination of five elements: theme, creativity, language, image and foil. The ultimate goal of advertising design is to attract attention through advertising. Picture advertising is different from general mass communication activities, mainly in the following aspects: 1) Advertising is a kind of communication tool, and the information of goods is transmitted to a group of users and consumers by the production or operation institutions (advertisers); 2) Advertising needs to be paid; 3) The communication activities carried out by advertisements are convincing; 4) Advertising is purposeful, planned and persistent; 5) Advertising is not only beneficial to advertisers, but also to the target audience, which can enable users and consumers to obtain useful information. Broadcast, set up and post advertisements in People's Republic of China (PRC) through newspapers, radio, television, movies, street signs, windows, printed matter, neon lights and other media or forms. Specifically, it includes: (1) using newspapers, periodicals, books and catalogues to publish advertisements; (two) the use of radio, television, movies, videos, slides and other advertisements; (three) the use of streets, squares, airports, stations, docks and other buildings or spaces to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements; (four) the use of theaters, stadiums (gymnasiums), cultural centers, exhibition halls, hotels, restaurants, playgrounds, shopping malls and other places to set up and post advertisements; (five) the use of cars, boats, planes and other means of transportation to set up, draw and post advertisements; (six) mailing all kinds of advertising materials through the post office; (seven) the use of gifts in kind for advertising; (eight) using other media and forms to publish, set up and post advertisements. Creative advertising design mode With the sustained and rapid economic growth in China, the market competition is constantly expanding and escalating. The commercial war has entered the period of "intellectual" war, and the advertising industry has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity. The word "creativity" has become the most popular and commonly used word in China advertising industry. "Creativity" means "creativity" in English, which means creating, creating and causing. "Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagery of advertising theme creativity. In order to better understand "advertising creativity", it is necessary to explain creativity, image, representation and artistic conception. The "idea" of outdoor advertising design refers to thoughts and ideas. In artistic creation, concept is the idea and viewpoint to be expressed in the work and the core of the content of the work. In advertising creativity and design, creativity is the theme of advertising, which refers to the idea that advertising wants to explain in order to achieve a certain purpose. It is an intangible and conceptual thing, which can only be expressed by means of tangible things. Any artistic activity must have two elements: first, the objective thing itself is the object of artistic expression; The second is to express the image of objective things, which is a means of artistic expression. And the conception activity that organically links the two is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol to convey objective information. On the one hand, it should accurately reflect the essential characteristics of the things being represented, on the other hand, it should be understood and accepted by the public. At the same time, the freshness of the image is also very important. In advertising creative activities, creators should also strive to find suitable artistic images to express the ideas of advertising themes. If the choice of artistic image is unsuccessful, it will be impossible to inspire regret and convince consumers through the communication of ideas. An objective image that conforms to the idea of the advertisement creator and can be used to express the characteristics of goods and services is called representation when it is not used as a concrete form of expression. Representation should generally be familiar to the advertising audience, and it is best to have a general definition in real life, which can cause some objective image associations. The image formed in people's minds, through the creator's feelings, emotional experience and understanding, penetrates into the certain meaning of subjective feelings and emotions, and is transformed into an image through certain association, exaggeration, concentration, distortion and deformation. Once the image is transformed into an image, it has a specific meaning and subjective color. The image reflects the objective things and the creator's ideas in different degrees, and the audience's feelings it can arouse will be different. Using images to reflect the style and degree of objective things is artistic conception. That is, the realm that images can reach. Artistic conception is an important index to measure the quality of artistic works. The originality principle of advertising creativity. The so-called originality principle means that advertising creativity should not stick to the old rules, but be brave in innovation and be good at being unconventional. Original advertising creativity has the biggest psychological breakthrough effect. Unique novelty is to attract attention, and its unique charm will arouse people's strong interest and leave a deep impression on the audience's mind. Being remembered for a long time, this series of psychological processes conforms to the psychological ladder goal of advertising communication. The principle of effectiveness of advertising creativity. Creativity is the first principle of advertising creativity, but creativity is not the purpose. Whether advertising creativity can achieve the purpose of promotion basically depends on the communication efficiency of advertising information, which is the effectiveness principle of advertising creativity, including understanding and relevance. Understanding is easy to be accepted by a wide audience. In advertising creativity, we should be good at combining various information symbol elements to make it moderately novel and original. The key is to find the best combination of novelty and understandability. Relevance refers to the memory association between the image combination in advertising creativity and the theme content of advertising. The advertisements of public service advertising enterprises are aimed at the public. The public will be attracted by good advertising ideas and will never forget them. Therefore, enterprises and advertising planners should first analyze and understand people's living habits, national consciousness, education level, civilization cognition, emotional feelings and likes and dislikes when planning advertising strategies. Don't just focus on the psychology of a small number of consumers, but indulge their preferences too much (except in special circumstances) and neglect to convey creativity to the masses. Today's public are customers of different enterprises. Therefore, a good advertising idea will arouse people's admiration. At the moment when appreciation leads to high emotions, people's ideas and feelings will be integrated with what they appreciate, and the original subjectivity and prejudice will be dominated by this spiritual phenomenon in a short time. This phenomenon is easy to show when you rarely spend time with the people you admire most. In fact, many times consumers' psychology is contradictory, and sometimes they don't know why they buy things. Undeniably, shopping behavior itself is a spiritual phenomenon, an emotional vent and enjoyment! If the creators of advertising creativity deeply understand this principle and apply it flexibly, no matter where they are, as long as they contribute their lives, observe carefully and capture them keenly from the crowd, good advertising creativity will stand out and be inexhaustible. Sometimes, excellent creativity is a kind of karma, and when the light flashes, the idea becomes. On the contrary, even if you think about it day and night, scratching your head can't get it. Enterprises should have talents with unique vision and know how to distinguish good from bad. Don't think that if you do everything several times, you can choose from it. Many times, creative inspiration is like a battle, and hard work is a masterpiece. Every time I see some good ideas, the person in charge fails to seize the opportunity and constantly revise them, which wastes time and hinders production. It can be said that it is a taboo for military strategists, and then it will fail and it will be exhausted! I want to add one point here, so as not to be misleading. The creativity emphasized here is the idea that people are fully prepared before creation, and when their spiritual feelings are mature, their emotions suddenly touch some factors and touch inspiration. A good advertising slogan is the key to successful advertising. Meaningful and creative advertising slogans can be punned, and at the same time bring out the image of the company and emphasize the advantages of the products. Hong Kong Vitasoy Company's "Vitasoy Easy to Order Soda" is world-renowned. Over the years, the company's distinctive image and popularity depend on the eternal innovation and advertising charm of this successful slogan. It is not easy to design a beautiful, thoughtful, effective and well-known advertisement. It depends on the cooperative attitude between enterprises and advertising planning agencies, whether they can communicate honestly and trust each other, remove the barriers caused by man-made long live factors and gain knowledge. Enterprises should provide accurate information, even some business secrets. The so-called know yourself and know yourself. Of course, in the end, it depends on the talent of the advertising creator. A good creative advertisement is not necessarily for novelty and novelty. Good ideas may sometimes be simple, sincere, kind and not exaggerated, which will convince people and make them successful. I remember more than ten years ago, there was an advertisement in the newspaper of a car rental company in the United States. The picture shows a big fish and a small fish, and the small fish is about to be chased and swallowed by the big fish. At this time, the little fish turned to it and said confidently, "eat small fish, a big fish, is a common thing, but as a small fish, I will try my best to fight for the chance of survival. Will you please support me? " I won't let you down. "This advertisement is very successful, and the company is getting bigger and bigger. The originality of this advertisement has become a classic because it makes full use of human sympathy and helps the weak. Advertising mainly understands the psychology of the masses and is good at using the plot. After seeing it, it can be successful with a light blow. Advertising strategies sometimes take a long time to achieve. Don't be discouraged because there is not much response after the first advertisement, because it may be deployed for the shock of the second advertisement. The idea of advertising design is a philosophy of human communication. It will change with the needs of the times. There are no fixed forms and rules, and the established knowledge and methods can only be used for reference. Common sense is 1, and the relationship between size and contrast is the most important element in shaping, which can almost determine the relationship between image and harmony. There is little difference in size, which gives people a gentle feeling, but there is a big difference in size, which gives people a distinct feeling and a strong feeling. 2. Contrast between light and shade, yin and yang, positive and negative, day and night. Such a contrast statement can make people feel the relationship between light and shade in daily life. Newborn babies can only distinguish light and shade visually at first, while animals such as cows and dogs can only simply distinguish black and white, but they can't easily distinguish chromaticity or hue. Therefore, light and shade (black and white) is the most basic element in color sense. 3. The thicker the contrast font, the more masculine it is. If it represents fashion and women, it is usually expressed in small print. If the weight of fine words increases, the coarse words will decrease, so that the collocation looks brighter. 4. The contrast curve between curve and straight line is very soft and gentle; The straight line is hard, sharp and masculine. In nature, the two are properly mixed. Usually, we don't pay attention to this relationship. However, when a curve or a straight line emphasizes a certain shape, we have a deep impression and corresponding emotions. So in order to deepen the impression of the curve, we often use some straight lines to emphasize it. In other words, a few straight lines will make the curve more eye-catching. 5. Comparison of texture advertising design pictures In the daily life of ordinary people, the word texture may be rarely heard, but in art, texture is a very important shaping element. Such as a sense of relaxation, smoothness, wetness, etc. Are descriptions of texture. Therefore, texture not only expresses emotion, but also blends with it. When we observe a painter's works, we often pay attention to the composition of color and painting. In fact, texture is the main factor that determines the style of the work. Although colors or objects will change, the basic texture is closely related to a painter's nature and is not easy to change. It is easy for laymen to overlook this point. In fact, this is the most important basic element, and it also has the strongest influence on emotion. 6. Position contrast Putting an object on both sides of the picture can not only play a role of emphasis, but also produce contrast. There are potential power points in the top, bottom, left, right and diagonal of the picture, and the hidden power can be displayed by arranging photos, titles or signs and marks. At this power point. Therefore, in the potentially opposite position, placing completely different modeling elements can show contrast and produce a compact picture. 7. The comparative layout design of theme and subordination is the same as the stage design. When the relationship between the protagonist and the supporting role is clear, the audience's psychology will settle down. Clearly indicating the master-slave technique is a very orthodox composition method, which will make people feel at ease. If the relationship between the two is vague, people will be at a loss. On the other hand, if the protagonist is too strong, he will lose his sense of movement and become a vulgar picture. The protagonist in the play will be known to everyone at a glance. If the layout can also show who is the protagonist, it will make readers know more about the content. Therefore, the master-slave relationship is the basic condition of design and configuration. 8. The comparison between dynamic and static The beginning of the story has a beginning, a description, a change and a result. In a courtyard, there are rockeries, pools, vegetation, waterfalls and so on. Similarly, there are intense dynamic and quiet parts in the design and configuration. The shape of diffusion or flow is "dynamic". Horizontal or vertical rebar shapes are "static". The two are arranged in opposite places, and the "moving" part occupies a large area. The "quiet" part occupies a small area, with appropriate white space around it to emphasize its independence. This arrangement is generally used to configure the key points of the four corners of the picture. Therefore, although the "quiet" part only occupies a small area, it has a strong sense of existence. 9. Various contrasts include curves and straight lines, vertical and horizontal, acute and obtuse angles. If we combine the contrast mentioned above with these elements, we can make a varied picture. 10. The space between the starting page and the receiving page is dynamic due to various forces, and then dominates the space. Dynamic shape and dynamic shape cooperate with each other to make the spatial change more vivid. When we want to build a rockery garden, we should pay great attention to the outlet of running water, because the outlet of running water is the starting point of the movement, and the whole garden will be affected by it. When it comes to layout, the principle is the same, and the starting point and the receiving point will echo each other and coordinate with each other. The greater the distance between the two, the more obvious the effect, and both ends of the screen can be used. However, special attention should be paid to the balance between the starting point and the receiving point, and the strength should be appropriately changed. If one side is too weak, it will not cause * * *. 1 1. When the advertising design picture between the map and the place is reversed, the relationship between the map and the place will change. Generally, printed matter is printed in Braille on white paper, which is called land and black is called map. On the contrary, sometimes the effect of anti-white characters is printed on black paper. At this time, the black background is the ground and the white characters are pictures, which is the phenomenon of black-and-white conversion. 12. When you hit a big stone while walking in balance, your body will fall down because you lose your balance. At this time, it is natural to quickly stretch out a hand or a foot to maintain your balance. According to this natural principle, if we change the position of each part of a good original and compare it with the original, it is easy to understand the composition principle of the sense of balance. 13. symmetry starts at one point and expands to the left and right at the same time, which is called left-right symmetry, and its English name is symmetry. Complex states such as vortex shapes can be developed by applying the principle of symmetry. In daily life, there are indeed many common symmetrical things, such as the configuration of Buddha statues or the configuration of Japanese shrines. Symmetry will show the image of Gauguin harmony and stylization. 14. In the layout that emphasizes the same style, adding appropriate changes without affecting the style will have an emphasis effect. Focus on breaking the monotony of the layout, so that the layout is full of vitality, vividness and change. For example, the layout is all arranged in words, which looks very dull. If you add illustrations or photos, it is like a stone thrown into calm water, causing waves of ripples. 15. The characteristic of proportional Greek art is "golden ratio". When designing the length, width and height of buildings and the types and positions of columns, if we can refer to the "golden ratio", we can produce a unique architectural style in Greece and a stable and moderately tense visual effect. Length ratio, width ratio, area ratio, etc. , can play the same role as other shaping elements, showing an excellent image. Therefore, it is very important to use an appropriate proportion. 16, the sense of rhythm has the shape of * * * *, which will produce a sense of rhythm when it is arranged repeatedly. You don't have to use the same shape, as long as you are impressed. Three or four appearances can create a relaxed sense of rhythm. Sometimes only using feature modeling twice will produce a sense of rhythm. 17, the center of gravity of the left and right has subtle differences in the sense of people. Because there is a particularly attractive place in the lower right corner. When considering the balance between left and right, how to deal with this place has become a key issue. Human vision is more natural for the flow from the upper right to the lower left. When arranging words, leave the lower right corner blank to arrange titles and illustrations, which will produce a natural flow. If it is reversed, it will lose its balance and appear unnatural. This sense of balance in the left and right directions may be related to people being right-handed! 18. Concentration and diffusion are always aware of the central part of things in our emotions. Although we look at things carelessly, deep down, we always want to detect the central part, which seems to be the case, so that we can feel safe, which constitutes the visual centripetal force. Generally speaking, heart-shaped looks gentle, which is also a popular way, but it is easy to become mediocre. Centrifugal typesetting can be called diffusion. Examples of common diffusion in modern arrangements. 19, jump rate In layout design, the size of the title must be determined according to the content. The ratio of title to article size is called jump rate. The greater the jump rate, the more lively the layout; The smaller the jump rate, the higher the layout style. According to this scale, it is easy to judge the effect of layout. After the title and font size of this article are determined, it is also a considerable knowledge to consider the proportional relationship between the two sides and how to further adjust it. 20. Unity and Harmony If the contrast relationship is overemphasized, too much space is reserved or too many plastic elements are added, it is easy to cause confusion in the picture. In order to reconcile this phenomenon, it is best to add some * * * elements to make the picture have a * * * style and a sense of overall unity and harmony. Reusing things with the same shape can make the layout feel harmonious. If you put things with the same shape together, you can have a continuous feeling. The combination of them can produce a unified and harmonious effect. 2 1. Traverse is called traversal, which makes the layout produce a guiding route according to the direction seen by the eyes or the direction pointed by the object. Designers often use metal wires to make the whole picture more eye-catching when composing. 22, the image form, the general arrangement form, all four corners (corner version) as the standard form, other forms are deformation. The four corners of the corner version are at right angles, giving people a sense of regularity and few expressions, while other deformations present various expressions. For example, a triangle that becomes an acute angle has a sharp and distinct feeling; The shape is close to a circle, and it has a gentle and weak feeling. The same curve has different expressions. For example, a circle drawn with a ruler and instruments has a hard texture, while a circle drawn by hand has a soft round curve. 23. Horizontal line At dusk, the horizontal line and the sunset merge together, and at dawn, the brilliant sunrise rises from the horizontal line. The horizontal line gives people a sense of stability and composure. No matter the beginning or the end of a matter, the horizontal line always expresses a static moment. 24. The sense of activity of vertical lines is just the opposite of horizontal lines. Vertical lines indicate upward activities, which have a tough and rational image and make the layout calm and clear. If the verticality is unreasonably emphasized, it will become cold and stiff, making it difficult to get close. The contrast between vertical lines and horizontal lines can make their properties more distinct, which not only makes the picture feel compact, but also avoids the cold and rigid situation, complements each other and makes the layout more complete. Photo 25, Sunny, Cloudy From a dark cave, when you look at the bright scene outside, the characters in the cave are always represented by outlines, but the scenery outside needs to be carefully drawn. This is an incredible space to grasp the daily situation and abnormal light and shade at the same time. The normal light and dark state is called "sunny", and vice versa. When composing a composition, we can draw new images with different daily feelings by using the light-dark relationship between sunny days and cloudy days. 26. The way of speaking with quick blank space is suitable for the evening news broadcast, but it is not suitable for being a master of ceremonies, because there is too little blank space in every sentence. When it comes to layout, the problem of blank space is also the key to advertising. 27. Layout rate On design paper, the typesetting area used in this paper is called layout, and the proportion of layout to the whole page area is called layout rate. The amount of white space has a decisive influence on the impression of the layout. It is obviously not suitable to use more blank space when designing informative magazine pages.