Shulou(Shulou.com)06/01 Report--

This article mainly explains "how to design the promotion map that the operator wants". Interested friends may wish to have a look at it. The method introduced in this paper is simple, fast and practical. Next, let the editor take you to learn "how to design the promotion map that the operator wants"!

First of all, to receive a design requirement to promote a picture, the first step is to understand the following basic information:

1. Know the location of the specific display page of the promotion picture.

This is mainly to consider the relationship between the promotion picture and the surroundings, such as Taobao Wireless APP first focus color avoidance and page search bar orange with the same color, if the main colors on the page are warm tones, at this time you can try cold tones, the appropriate use of contrast colors can form contrast with the surrounding.

2. Make it clear what activities the promotion pictures are aimed at, the purpose of the promotion, and the design style of the promotion crowd.

We need to know clearly the reasons for doing this promotion picture, for whom to do it, for example, whether it is for special activities such as the Singles Day Shopping Carnival or the pre-sale of a new product, whether to take the high-end atmospheric route, or to take the promotion and people-friendly and lively route, and so on, because these are related to the choice of design style.

3. Be clear about the relationship between the accuracy and hierarchy of copywriting information, and clearly highlight the interest points that can best trigger the viewer's click.

Generally speaking, we can look for design direction and inspiration from copywriting, in order to avoid the general direction of design, so we need to confirm the copywriting information in order to get started, followed by the copywriting hierarchical relationship. We must make it clear that the benefit points that can best trigger the viewer to click should be highlighted, and other copywriters will be diluted by decreasing font size, thickness and weight layer by layer, because of the 2-second principle of advertising pictures. We need a short and elaborate copywriter to tell people what you want to say.

4. Communicate with the person who places the order and listen to TA's opinions or suggestions.

As designers, we may be more professional in vision, but we might as well listen to the views or experience of the operation or the demand side, because the click data are in their hands, and they may know more about what consumers like and need than we do. At the same time, they are often the ones who make decisions about OK, but don't say to listen to them completely, we should have the ability to judge, guide and choose their opinions or opinions appropriately.

As the saying goes, "sharpening knives live up to firewood choppers". Only when we fully prepare for the first step, can we better start the second step-- to determine the picture style according to the direction of the copywriting theme. At the mention of style positioning, these key words should appear in our mind: promotion, lively, exciting, simple, big brand, steady, fashionable, lovely, literature and art, specific elements (festivals, seasons) these key words often appear in the promotion map at the same time, the picture style often gives people a first impression, largely determines the success or failure of a promotional picture. Let's look at some examples:

Keywords: lively, exciting, active, promotion

The promotion picture design of promotion can not be said from the standpoint of whether it is beautiful or not, but to see whether it has the feeling of being close to the people, popular and snapping up. Not the untouchable, luxurious style.

This kind of analysis will find the following points:

1. The main tone uses a pure tone, because the pure tone is irritating, it is a very unrestrained tone, and the pure tone gives people a sense of cheap at the same time.

two。 The picture suggestion should not be too exquisite, nor should it appear too luxurious. The image of promotion should be more close to the people. Luxury and promotion are two extremes.

3. Eye-catching big SALE or discount information is to tell the whole day that I am very cheap now, come and buy me (just so enthusiastic) in short, it is like a passionate salesman, holding a loudspeaker and shouting: full clearance sale! Come and see, you won't lose if you buy it, you won't be fooled if you buy it.

Key words: big name, stable, luxury, sense of distance

Big brands give people the biggest feeling is the sense of distance, a lot of blank nonsense do not say much, love whether to buy, to understand me, to check their own information, is so confident.

This kind of analysis shows that there are the following points:

1. Dare to leave a blank

two。 Goods or models must be big enough, and intercepting some details to show a sense of quality is also a sign of confidence in the product.

3. Most of the colors are monochromatic, and black, white and gray are the main colors.

4. Like to add English that we do not quite understand, seize the consumer psychology of worshiping foreigners and fawning on foreigners, imported things are good.

Keywords: fashion, quality, promotion (fashion sense is greater than promotion sense)

Do you often encounter unreasonable requests from people who tell you that you want both a big name and a sense of promotion? Correct it next time, it is both fashionable and promotional, not both big-name and sales promotion, just like you said that a person dressed in good fashion, because fashion does not have to spend a lot of money to achieve, and big brands really need a lot of money to achieve, and sales promotion represents discounts, low prices, lively, which contradicts big brands.

This kind of analysis shows that there are the following points:

1. Pay attention to typesetting, text neat typesetting, such as left alignment, right alignment, center alignment, will not do some weird font deformation, but have a focus on the text information to form a face, suppress the overall situation, and leave white space appropriately

two。 There are not too many colors, there are three most, and the color matching is extracted with reference to the product itself or adjacent colors. Only a certain text message that needs to be highlighted will use colors with large contrast, such as discount information or important functional information.

3. Generally speaking, there will be several copywriting information such as main title, subtitle and interest point, and the interest point should be big.

Keywords: lovely, lively, affinity

This kind of food is more suitable for food, lovely clothing, mother and baby category to give people lovely, delicious, sweet, affinity feeling.

This kind of analysis shows that there are the following points:

1. Rich colors, soft and warm colors give people a warm feeling

two。 The picture will be full, there will be a lot of small color blocks, hand-drawn graphics and so on.

3. The whole picture pays attention to the harmony of proportion and will not be aggressive.

Key words: quiet, simple and elegant, literature and art, pastoral style

This is more suitable for home, tea, cotton and Matsu women's, literature and art, Japanese clothing and shoes, giving people a sense of stopping and slowing down in this impetuous society.

This kind of analysis shows that there are the following points:

1. A large area is left blank and everything is small.

two。 The color is single, mainly light gray, light blue, rice white, low saturation and purity green and so on.

3. There are either very few or many words that can move a little emotion.

At this point, I believe you have a deeper understanding of "how artists design the promotion map that the operation wants". You might as well do it in practice. Here is the website, more related content can enter the relevant channels to inquire, follow us, continue to learn!

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