Elements of visual impact in graphic design (below)

The title is mainly essays expressing the theme of advertisements. Generally speaking, it plays the role of finishing touch in graphic design. The effect of capturing moments is often the use of literary techniques to evoke consumers with lively and wonderful short sentences and some image exaggerations. Purchase desire. It is not only necessary to win the attention of consumers, but also to win the consumer's psychology.

The choice of title should be concise, easy to remember, and a strong-sounding phrase, not necessarily a complete sentence, but also a phrase that uses only one or two words, but it is the most important part of the ad text.

The title generally uses the basic font in design, or slightly changes, but should not be too flowery. It should strive to be eye-catching, easy to read, consistent with the expression intention of the advertisement, and must have a certain symbolic meaning in the form of the title text. The bold and beneficial black body should give people Feeling delicate, suitable for electrical appliances and light industrial goods; Round-headed black body with curves, suitable for women and children's commodity applications; Dignified and honest old song style, used for traditional goods logo stable and with a sense of history; Elegant and beautiful New Song, Applicable to clothing, cosmetics, and italics to the screen brings a sense of style and bring a sense of movement.

The title should be in the most prominent position on the entire page. Attention should be paid to the need for illustration modeling, and visual guidance should be used to make the reader's eyes move naturally from the title to the illustration and text. For example, the United States used a basketball superstar to wear a "Nike shoe" to leap on the court and leaped to the "who said I can't fly!" exclamation sentence, the title and the photo were integrated, the image boasted the quality of the shoes, and made people feel lively and lively. , formed its own personality.

Headings can also be divided into quotations, topics, subtopics, sidelines, etc. from the form.

text

The text generally refers to the explanatory text. The text of the advertising content is basically a combination of titles to elaborate and introduce the goods. The text should be easy-to-understand, content is real, smooth in writing, well-written, and often use expert proofs, celebrity's recommendations, and famous store's choices to raise the grade to establish the credibility of the company by writing and sales results and awards.

The use of fonts in the text uses smaller fonts, often using fonts such as Songs, singlets, and seals, and are usually arranged on the left and right sides of the illustrations for easy reading.

Advertising slogan

The slogan is a short sentence that is used in conjunction with the title of the advertisement to strengthen the image of the product. He is easy to read, full of flavor, imaginative, clear-pointed, and has certain slogans and warnings. Example: Kodak: "Skele your life every moment." Feel very casual, but firmly seize the theme of life. As the world's largest producer of photosensitive materials, Kodak has not taken the lead in film production technology. Described in words, Kodak is more concerned with taking pictures and a better life, so that people remember the happy moments of life, so use Kodak film, which is what Kodak wants. Kodak adopted a more free and easy font for font design, and it is closer to life.

illustration

Illustrations use visual arts to convey information about goods or services, enhance memory, and allow consumers to receive information in a faster, more intuitive way. At the same time, consumers are left with a more profound image. The illustration should highlight the personality of the product or service, be easy to understand, concise, and have a strong visual effect. The general illustration is developed around the title and the text, and it plays a role in setting off the title. Now the illustration's performance techniques are as follows:

Photography is often used in the form of photography in product advertisements to enhance the sense of realism in advertising.

Painting: Most people give a suspense, or an idea, in the form of a super image to create an ideal atmosphere.

Cartoon: Usually cartoon comics can be divided into humorous and comical. Humor can be funny, comical can make people unforgettable, can play a good publicity.

Trademarks, signs

Trademarks are the main signs that consumers use to identify goods. It is a symbol of product quality and corporate reputation. Famous and high-quality goods have improved the reputation of the trademark, and reputable trademarks have promoted the sale of goods.

In graphic design, a trademark is not an adornment of an ad layout, but an important constituent element. In the entire layout design, the trademark is the simplest, most concise, and the most visually stimulating, it can be identified in a flash, and can give consumption. The person left a deep impression.

The design of the trademark requires a simple design, an accurate concept, and a personality. At the same time, it must be easy to remember and easy to identify. For example, the emblem of the Agricultural Bank of China is based on the wheat and wheat patterns, and it expresses directly this professional bank ---- Agricultural Bank. feature. The cross-line treatment of horizontal and vertical wheat in the middle of the ear not only concisely summarizes the line of wheat, but also becomes a “field”, thus further strengthening the meaning of “agriculture”. The disconnection process between the upper Maimang and the round cross section improved the overall internal and external relations and enhanced the personality characteristics of the logo image.

company name

The company name can guide consumers where to buy the advertised goods, and it is also an integral part of the entire advertisement. Generally, it is placed in the subordinate position below the entire layout, and can also be configured with the trademark. The company's address, telephone number, and telegraph registration can be arranged below or around the company's name, use a smaller font, and compare the standard fonts. Often used Song, single body, black body and so on.

contour

The outline is generally refers to the lines and patterns decorated on the edge of the layout, so that the entire layout can be more concentrated and not so messy. Formula outlines have a range of ad layouts to control the reader's line of sight. Repeating the use of uniform contours can increase readers' impressions of advertising. The outline can also make the advertisement more beautiful. There are two kinds of simple and complex advertising outlines. It consists of straight lines, diagonal lines, curves, etc. It is a simple outline. The contour made up of pattern patterns is a complex contour. The comparatively simple outline is now used.

color

Color is the first key to grasping people's vision, and it is also a focus of a form of advertising expression. A pair of colors has a personality, and it is often better to capture the eyes of consumers. Colors use different colors by combining specific images. Allow the audience to produce different physiological reflections and psychological associations, establish a solid product image, produce a pleasing intimacy, and attract and promote consumers' desire to buy.

Color does not exist in isolation, it must reflect the texture and characteristics of the product, but also beautify the decorative advertising layout, while adapting to the environment, climate, appreciation habits, etc., but also taking into account the far, near, big, small vision The laws of change make advertisements richer and more aesthetically pleasing as an important part of advertising.

Generally speaking, the color of graphic design is mainly based on the corporate standard color, product image color, seasonal symbol color, and popular color as the main colors. The contrast is used to compare the brightness, purity and hue of the contrast, highlighting the image and the background color. The relationship highlights the contrast between the advertising screen and the surrounding environment, and enhances the visual effect of the advertisement.

At the same time, the use of color must take into account its symbolic significance, so as to be more relevant to the theme, such as red, it is a powerful color that can cause muscle excitement. Warm, impulsive; green, with neutral features. Peaceful color favors natural beauty. Quiet, vibrant and tolerant of color. Can bring a variety of colors to achieve harmony. Fully consider the symbolic meaning of these colors and increase the connotation of advertisements.

The above elements are basically what each advertisement should have. For newly-developed products, that is, in the "introduction period" and "growing period" of product advertising, you must have all the above advertising elements. This is because consumers are not aware of the newly developed products promoted by advertising, and there are many similar products on the market. This will allow consumers to clearly recognize the product and not be confused with other products. The commodities that are in the “mature stage”, because they already occupy a certain market, consumers gradually come to know the products and are happy to use them. Advertisements in this period are suggestive. The use of advertising elements can focus on illustrations and targeted, incendiary advertising language and eye-catching trademarks. Other elements can be simplified or deleted to increase brand awareness. Its purpose is to create a more focused, stronger, and simpler image that deepens consumer awareness of the product.