The object of outdoor advertising is the dynamic pedestrian, and the pedestrian receives the commodity information through the advertising information they see. Therefore, the outdoor advertising design should consider three factors: distance, perspective and environment. In the open square and the sidewalk on the road, it is convenient for the audience to see objects 5 meters higher than the head at a distance of 10 meters. Therefore, the design step should be based on the distance, perspective and environment to determine the location and size of advertising.
The common outdoor advertisements are usually rectangular and square. We should design them according to the specific environment, so that the appearance of outdoor advertisements is in harmony with the background and produce visual beauty. The shape does not need to be unified, but can be diversified. The size should also be determined according to the actual space size and environmental conditions. For example, the signboards in Italy are not very big, and they are in harmony with their ancient streets. Outdoor advertising should focus on creating good fixation effect, because the success of advertising depends on the contact effect of gaze.
Since the audience is a flowing pedestrian, the location and time of the audience passing through the advertisement should be considered in the design. Too complicated picture, pedestrians are not willing to accept, only with a simple picture and revealing form to attract the attention of pedestrians, in order to attract the audience to watch the advertisement. Therefore, outdoor advertising design should pay attention to the suggestiveness, pictures and text, with the image as the dominant, text as the auxiliary, the use of text to be simple and clear, avoid lengthy.
Simplicity is an important principle in outdoor advertising design. The whole picture and even the whole facility should be as simple as possible. We should show originality in the design. We should always adhere to the principle of "less and better" and think hard to leave enough room for the audience to imagine. We should know that consumers' attention to advertising is inversely proportional to the amount of information on the screen. The more complex the picture image, the more disordered the audience's feeling; the more simple the picture, the higher the consumer's attention value. This is what simplicity does.
Successful outdoor advertising must be as well planned as other advertisements. Advertising designers do not have a certain goal and advertising strategy, advertising design will lose its direction. Therefore, the designer in the advertising creativity, first of all, to carry out a market survey, analysis, forecasting activities, on this basis, to develop advertising graphics, language, color, object, publicity level and marketing strategy.
5. Aesthetic principles
In outdoor advertising, graphics can attract people's attention, so graphic design is particularly important in outdoor advertising design. Graphics can be divided into advertising graphics and product graphics.
In general, graphics should be placed in the visual position, which can effectively grasp the viewer's line of sight, guide them to further read the advertising copy, and stimulate resonance. In addition to graphic design, but also with a vivid copy design, so as to reflect the authenticity of outdoor advertising, communication, persuasive and encouraging characteristics.
Outdoor advertising copy strive to be concise and powerful, generally with a sentence (subject language) to remind the audience, and then attach a few short and powerful with the text. In general, the theme design should not be more than 10 words, with 78 words as the best, otherwise the reading effect will be relatively reduced. The content of the general copy is divided into the title, text, advertising language, with the text and other parts. We should try our best to be concise and comprehensive, use one as a ten, cherish words like gold, repeatedly deliberate, easy to read and remember, humorous and appealing, so as to make outdoor advertising full of appeal and vitality.