One of the basic aspects of innovation is surprise. Excellent design often comes from putting together some seemingly unrelated elements, subverting the convention, questioning the status quo, and injecting a sense of humor and joy into the design scheme.
The most important aspect of innovative design is that it integrates every necessary element to achieve customers' goals.
1. Location
Focus the light on a certain point of a commodity or person, and make the rest of the background relatively dark to highlight the advertising theme.
It is mostly used for advertising performance of high-end products such as cosmetics, ornaments, alcohol, automobiles, electrical appliances, etc. The products are beautiful in appearance and strong in texture.
A. horizontal push (up, down, left, right and middle)
B. Unconscious
Note: the use of light spots is closely related to color and hue, especially when using complementary color contrast, cold and warm contrast, lightness contrast and purity contrast, it is particularly important to master its numerical changes.
Such as: XO wine advertisement, JOOP perfume, Foshan BOC postcard.
2. Illusion and lighting effects
Contrary to concrete performance, it is not bound by concrete, or even completely. Instead, through certain symbolic techniques and the pursuit of formal beauty, we make full use of the combination of points, lines and planes and the changes of geometric shapes to express the theme of advertisements, which makes the vision produce illusions, and then produces illusions, giving people unpredictable impacts.
Composition rules: vibration, radiation, vortex, density, texture, gradual change, repetition, approximation, change and contrast.
Mostly used for advertisers with strong technology, such as electrical appliances, computers, communications, etc.
Such as: Sony, Toshiba, Mei Jia image map.
Step 3: Image
According to the analysis of advertising strategies and consumer groups, designers subjectively influence or change the shape of objects to express the creative expression of advertising themes and ideas.
A. organic morphological image
B. free-form images
C. Symbolic image of personality
D. Images in the form of calligraphy
E. Symbolic morphological images, such as Germany and Volkswagen. 1400KM, no need to refuel.
F. contradiction: opposing the reappearance of objective reality, while hoping to communicate aesthetic value with objective reality.
Free-form image advertising is revolutionary and has a strong impact; Generally suitable for avant-garde and young products. Such as Sina, Sohu, Shengli Beer, etc.
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