Advertising design: typography skills
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Orchestration design - easy to read layout design must be able to reflect your strategy. Brand impressions - and must allow readers to accept your message. Miles Shepard, one of the pioneers of the essay survey, said: “The layout design must be able to facilitate visual circulation. It must be noted that there must be no place to confuse the reader.” The layout design should follow the natural reading order. The less likely it is for readers to find out which choices to read, the less they will look.
Orchestration design - the location of the title: above or below? The study found that, on average, ads with headlines below the illustrations were 10% more readers than ads with headlines above the illustrations. The most appropriate time to put the title above is when the title is the most important factor for the entire ad, and the reader is asked to see the title at a glance. However, it is not advisable to use too large a picture at this time to avoid disturbing the title. You may wish to attach your picture to the title.
Orchestration - Who is doing better in newspapers, magazines, and advertising? The main purpose of the editorial content of a general publication is to attract readers' interest in reading, and the function of advertising is to sell things to readers. Therefore, the design drawings of the texts must be more effective than the layout design of the publications. But is the layout of the ads really playing a bigger role? Are they more attractive or easier to read?
Arrangement design - what are the common features of newspapers and magazines? They look informative. They look simple and easy to read - there are no factors that hinder reading. They follow the natural reading order. The title is not exaggerated. The text looks clear and easy to read and makes people want to read it. Above the picture, it will not use oblique or reverse words.
Orchestration design - what are the common features of advertising layout? Are they complicated? Do they look like they are not news or informative?
They have to play tricks on the title and the copy? They lack authority. In other words, they are too "advertiseable." When people see this arrangement, they think this way: "This is just an advertisement." We should avoid overly arranging the layout design, because they have too obvious sales intentions, which will make the readers have a precautionary mentality.
Arrangement design - the length of the horizontal arrangement of the text, preferably not more than 25 words horizontal row is always narrower than the straight row of easy reading line spacing is neither narrower than the text of a quarter, nor should it be three times wider than the text.
Copywriting skills for advertising design
Copywriting content - Why is the content of the copy important? Only one of the ten people will read the text of the general advertisement. But one in ten is likely to be one million people and one million target audiences. Your title and picture must be hooked up. And your copy must be able to catch them.
Copywriting content - let yourself be excited! Use self-hypnosis. Tell yourself that Fenbid's pill is the best pill in the world, and no other brand can match it. This method can produce great results in a short amount of time. Make yourself excited! excitement! Tell yourself that what you have on hand is the most sensational news since humans landed on the moon. Remember, fanaticism is contagious like measles, which can be spread by the speaker and passed on to the reader by the author. Then start writing. Write quickly and hard. It's as if you want to write as hard as you can by plane, as if you had to write down all the ideas in five minutes or you would never think of it as urgently.
The paragraphs that may have just begun to write may sound incredible. Don't care, keep writing. Maybe somewhere, in some way, you will be able to write a copy that is also truly salesable. Something you write will affect the reader's emotions in subtle ways that you may not even know. You will subconsciously create a brush that will evoke the reader's attention and make it purchase action.
The content of the copy - let people start action - this is a characteristic of a perceptual copy, which can touch the inner love and hate of human beings. Likes. Fear and other parts. It is an important substance that is lacking in rational copywriting. The image of the rational copy is only the reader's intelligence, and the reader makes a nod to agree. Both of these cases are important. If you can skillfully combine the two types of copywriting, then you can make the reader jump from the chair immediately after reading and go to the store to buy your product.
The content of the copy - the beginning of everything is difficult For most of the authors, the head is the most difficult and most important part. Readers can only decide if they want to continue watching - or jump over.
Here are four ways we found it to be particularly effective:
The content of the copy - the beginning 1: repeat and explain the idea in the title This is a way to attract readers to read the copy, so use its value as much as possible. Especially when you have mastered the news, this is a good way to start. Newspapers are the most common use of this skill.
The content of the copy - the dejected stereotypes "The technique of sorrow and blood" "unique, unparalleled" "unique rich taste" What is wrong with the bad taste? They are boring and don't make your product different from other competitors who use the same boring language.
The content of the copy - to avoid formalism should not pay too much attention to the form of the copy itself. The personality of the copy should be derived from the product personality, not the artificial article skills.
Copywriting content - don't be afraid of long copywriting in our experience, when you have a very complicated message to convey, long copywriting helps sales - if done well.
Copywriting content - When can I use a long copy? 1. When you have a lot of words. 2. Purchases that need to be considered - the product costs a lot of money. 3. Unique product 4. For the same product, if you can "preceive the facts first," tell the reader about the fact that such products were not known before. For example like beer. Even if the reader does not look at the long copy itself, it still implies that the reader has some important things to say.
Headline tips for advertising design
Title - The most important copy factor title is still an important copy factor. On average, three of the four people who watched the ad would read the title, but only one read the text. When you decide the picture and title, you have spent 80% of the client's budget.
Several questions about self-discriminating the title
(1) Does the title promise a point of interest? Does the title contain newsworthy news? Does the title talk about price? Does the title mention the problem that the product can solve, or the demand that the product can meet? Does the title raise the astonishing facts associated with the target audience? Does the title flag the target?
(2) Does the title contain testimony? Does the title quote the wonderful words spoken by others? Does the title work together with the picture?
If your answer is "no", then you have to strengthen the title.
Headline – whether it promises a point of interest Many powerful headlines convey the point of interest – described in many words. If your series of essays is based on a strong commitment to profit, why not put it in your title?
Title - Whether it contains newsworthy news Consumers are always looking for some news - new products, old products, new ways to use old products, if you have newsworthy news, don't bury it. Put the news in your title.
Title - Is it about price? In today's complex market, there is often no opportunity for you to talk about prices in advertising. But when you have such an opportunity, why not put the price in your title? When your title contains the price, you answer the first question raised by the consumer – “How much?”
Title - Whether to mention the problems that the product can solve This kind of problem/solution has existed since the selection of the article and is still very effective. Many of the most successful direct essays, the title is expressed in a straightforward manner, to continue the reader's curiosity about the solution.
Title - Whether to present the astonishing facts associated with the object People are greatly interested in the facts that make them happy and related to themselves, and the most powerful facts are the facts that can support the promise of the point of interest.
Title - Is the flag waving to the target? "Hey, kids!" is a model for this type of title. Even among the readers of professional magazines, it is not obvious that every reader is the target of advertising products. It is a must-win secret to capture the attention of consumers by flagging the target against the target. Another way to capture the attention of the target audience is to localize the title - including the city name. The regional title is equivalent to telling local readers that the information in the advertisement is relevant to them.
Title - Does it include the brand name? Putting the brand name in the title is the easiest and most sure way for consumers to confirm the brand. It is believed that a title containing a brand name will reduce the reading rate and there is no evidence. Conversely, ads with a title containing a brand name are easier to remember than those without a brand. David Ogilvy said he never wrote an ad with a title that does not contain a brand. Many of Ogilvy's most successful essays have consistently confirmed his claims.
Title - Whether it contains a testimony testimony can achieve a very high reading rate. It is worthwhile to try to make a testimony. The most effective testimony is that an advertisement is an advertisement made by the general user of the product - the user that the person can identify - to make a statement. Using celebrity referrals will divert people's attention to the product, but also lack credibility - unless you choose a celebrity based not only on his fame, but also his relevant professional skills.
Title - Whether or not to quote the wonderful words spoken by others + Ogilvy also thinks so. And we found that using this simple technique, the effect is as invincible as the reform and opening up.
Font design skills for advertising design
Font design - making the ad easy to read Today's font art for many ad designs is just one element of design but completely ignores the reader. Although we have repeatedly stressed the importance of font art to reading rate, this does not mean that we deny the function of its aesthetics. Everyone who knows good art guides knows that no matter what kind of image they want to create, the art of fonts will help. The fonts you use for motorcycles and perfume ads are different.
Font design - with product personality. The purpose of advertising is more suitable for male products. Major news round head body is more suitable for female products. Life topic Song style is more suitable for serious occasions.
Font design - odd-shaped fonts will reduce the reading rate The most simple and easy-to-read font is the most familiar font. Don't forget, the eye is an organ that follows the habit. Grotesque fonts also reduce reading.
Font design - left and right or not together We will summarize the copy into three forms - around the head. Left head. Right head. The format used depends on the choreography requirements, but the right-handed approach is the most tiring to read.
Font design - anti-white words are a kind of eunuch who follows the habit. There are no books. newspaper. Business report or private letter. The magazine will focus on anti-white characters. However, there are some art directors who often use anti-white characters in advertising. In the average American women's magazine, one-third of advertisements are in reverse. Unless you talk about using reverse words together, you may be able to change your habits quickly. But what is even more frightening is that our current newspapers have poor printing results.
Font design - big and big problems, small and small troubles Another common technique that reduces the reading rate is that the title uses oversized fonts. Another common technique that reduces the reading rate is that the title uses ultra-small fonts. A common technique for reducing the reading rate is to use a small font for the title. Another common technique for reducing the reading rate is to use super-small fonts for the title. Unless you have a special need for font art - size and distance are about half the length of the eye readings. In the case, the title of level 24 (equivalent to Chinese level 28) is easier to read than the title of level 72 (equivalent to Chinese level 80). This is why the text is placed on the bulletin board. on the floor. Or making a slide to judge is wrong. Before reviewing an ad, it should be taken on the hand or posted on the publication page.
Picture design tips for advertising design
Picture - How many sizes of images do you look at yourself? Can it contain fascinating stories? Can I make the picture newsable? Can you demonstrate the product? Can the product be the protagonist of the picture? Is there an unexpected visual effect? Photo or painting? Are you betting enough?
Picture - the size of the picture? Usually a large and eye-catching picture can attract more readers than a bunch of small pictures of sporadic walking. But in addition to the big picture, it must be fascinating. Otherwise, a magnified picture of a lack of goodness will only become a big one, annoying, worse than a small picture.
Picture - Can it contain a fascinating story? The use of story-rich photos has made Ogilvy the most successful. When readers look at such a picture, they will think, "What is going on?" Then he will continue reading. Harold Rudolph, one of the first investigators to start researching an anthology, called this magical factor "Story appeal." The more stories you inject into your photos, the more people will pay attention to your ads.
Pictures - Whether you can make pictures with news-based news can not only increase readers' interest in reading, but also partially eliminate people's resistance to the selection. The key to news photos is whether it is news, dog bites are not news, people bite dogs is news. The difference between a news image and a story image is that the former must be true.
Picture - Can you demonstrate the product? A powerful way to show how to use the product is to let the reader see the advertisements in front of them and demonstrate the usage of the products on the spot. “Visual contrast” is also one of the most powerful ways to demonstrate product benefits. Photographs taken side by side can show the difference between before and after use, or between products and products.
Picture - Can the product be the protagonist of the picture? It is often worthwhile to model the product as the protagonist of the text, because the product is always the core of advertising. Of course, the product itself should be a hero, not a bad one. But this kind of practice may make advertising very boring if it lacks good ideas and good photographers.
Image - Is there an unexpected visual effect? Everything you see every day is often numb, just like a cliché, you should consider making those pictures different. Strange angle. A combination that has never been seen. Special proportions and so on can make some things that turn a blind eye stand out.
Picture - Photo or Painting Your bet on the picture should be at least as good as the one you bet on the title. Many creative groups often consider four for an anthology. Fifty titles, but only a few ideas for illustrations. This practice rarely leads to outstanding images - or outstanding advertising.