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户外广告设计应该提高哪些审美?

所属分类:公司动态 发布时间:2020-10-28 来源:http://www.jnguanggaopai.com/ 浏览量:18

1.独特性
1. Uniqueness
户外广告的对象是动态中的行人,行人通过看到的广告信息来接受商品信息,所以户外广告设计要统盘考虑距离、视角、环境三个因素。在空旷的大广场和马路的人行道上,受众在10米以外的距离,看高于头部5米的物体比较方便。所以说,设计的一步要根据距离、视角、环境三因素来确定广告的位置、大小。
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.
常见的户外广告一般为长方形、方形,我们在设计时要根据具体环境而定,使户外广告外形与背景协调,产生视觉美感。形状不必强求统一,可以多样化,大小也应根据实际空间的大小与环境情况而定。如意大利的路牌不是很大,与其古老的街道相统一,十分协调。户外广告要着重创造良好的注视效果,因为广告成功的基础来自注视的接触效果。
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.
2.提示性
2. Suggestiveness
既然受众是流动着的行人,那么在设计时就要考虑到受众经过广告的位置、时间。过于繁琐的画面,行人是不愿意接受的,只有以简洁的画面和揭示性的形式引起行人注意,才能吸引受众观看广告。所以户外广告设计要注重提示性,图文并茂,以图像为主导,文字为辅助,使用文字要简单明快切忌冗长。
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.
3.简洁性
3. Simplicity
简洁性是户外广告设计中的一个重要原则,整个画面乃至整个设施都应尽可能简洁,设计时要独具匠心,始终坚持在少而精的原则下去冥思苦想,力图给观众留有充分的想象余地。要知道消费者对广告宣传的注意值与画面上信息量的多少成反比。画面形象越繁杂,给观众的感觉越紊乱;画面越单纯,消费者的注意值也就越高。这正是简洁性的有效作用。
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.
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4.计划性
4. Planning
成功的户外广告必须同其他广告一样有其严密的计划。广告设计者没有一定的目标和广告战略,广告设计便失去了指导方向。所以设计者在进行广告创意时,首先要进行一番市场调查、分析、预测的活动,在此基础上制定出广告的图形、语言、色彩、对象、宣传层面和营销战略。
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.美学原则
5. Aesthetic principles
在户外广告中,图形能吸引人们的注意力,所以图形设计在户外广告设计中尤其重要。图形可分广告图形与产品图形两种形态。
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.
图形一般应放在视觉位置,这样能有效地抓住观者视线,引导他们进一步阅读广告文案,激发共鸣。除了图形设计以外,还要配以生动的文案设计,这样才能体现出户外广告的真实性、传播性、说服性和鼓动性的特点。
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.
户外广告文案力求简洁有力,一般都是以一句话(主题语)醒目地提醒受众,再附上简短有力的几句随文说明即可。主题语设计一般不要超过十个字,以七八字为佳,否则阅读效果会相对降低。一般文案内容分为标题、正文、广告语、随文等几个部分。要尽力做到言简意赅、以一当十、惜字如金、反复推敲、易读易记、风趣幽默、有号召力,这样才能使户外广告富有感染力和生命力。
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.
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