Newspaper advertising is divided into two forms: hard advertisement and soft article.
Quannuo soft article promotion platform believes that the so-called hard advertising means that advertising designers use elements such as patterns, colors, and a small amount of text to publish the information that the company wants to convey in newspapers through creative combinations. The most important feature of hard advertising is that it is mainly pictures, supplemented by a small amount of text, so that people can tell it is an advertisement at a glance. Soft articles, as the name suggests, are relatively soft articles. They implicitly express advertisements in some news or other types of articles, making it difficult for readers to see that it is an advertisement on the surface and accept it subconsciously. opinions and propositions. 1. Principles that must be followed in common
The design of newspaper hard copy and soft copy must follow three consistent principles:
First, the theme must be clear. Both hard advertising and soft copy are essentially advertisements, so the content must reflect the company's intentions, express an ideological proposition, and ultimately help the company achieve its business goals.
Second, the form of expression should be better. Research has found that most people like to focus on things that are novel, fresh and unique. The design of hard copy and soft copy must dare to be innovative and surprising, highlight individual colors according to the requirements of the theme of the work, and create a unique and distinctive form, so that readers will be attracted as soon as they see it and be shocked in their souls. For example, in the famous "Eiffel Tower and Lace Underwear Advertisement", through the artistic design of part of the Eiffel Tower, the image of lace underwear is seen, and novelty is found in familiar things. After watching it, people's hearts are greatly shocked and have a memory. Unforgettable effect.
The third is to conform to reading habits and reading psychology. Studies have shown that if it is in the horizontal direction, people's sight generally flows from left to right; in the vertical direction, people's sight generally flows from top to bottom. The layout of the title, pattern, text, color, trademark, etc. of the soft article must follow these two basic rules. Overall, it should be concise, clear and clear, so that readers can get and understand your meaning in the shortest possible time. 2. Focus on the design of hard advertising
From the perspective of the composition of hard advertising in newspapers, theme, pattern, and copywriting are the most basic elements. If you want to achieve the purpose of advertising, you must handle the relationship between these three. 1. The theme should be prominent and fascinating.
The theme of the hard advertisement must be attractive and guide readers to read the advertisement and view the illustrations and text. Therefore, it should be arranged in the most eye-catching position and choose a larger font size to guide the reader's eyes to naturally shift from the title to the main text of the illustration. Reader's Digest in the United States has three principles for creating titles: A. Provide benefits to readers. B. Make the benefits obvious and easy to see. C. Make the title clear at a glance. Also, make the title as anthropomorphic or local as possible. 2. The picture should be vivid and full of visual effects.
The "patterns" in hard advertising include illustrations, photos, comics, colorful pictures, etc. Research shows that people tend to create lasting impressions of images with strong contrast and easy associations. Therefore, the hard advertising design should consider using the principles of positioning design to emphasize the area contrast and brightness contrast of the trademark, logo, title and graphics of the main image. For example, when Hisense Air Conditioner, which is positioned as an "inverter expert", first promoted inverter air conditioners, in order to highlight the super energy-saving and silent features of Hisense inverters, it designed a snail-shaped "inverter code" logo and hired the famous movie star Ning Jing to serve as the brand image spokesperson. The artistic treatment of Serenity's hair in the advertising picture is transformed into a black and white contrasting snail shape, cleverly combining the slowness and "serenity" connotation of the snail's name with the energy-saving and silent features of the inverter air conditioner, which not only visually gives people The strong impact also evokes endless associations.
In addition, due to the limited space of newspapers and the characteristics of other articles and advertisements, companies should also pay attention to the large area of ??blank space and the distinction of lines when designing newspaper advertisements, so that they are consistent with the layout. Other articles are compared with advertisements to create visual shock. 3. The copy should be as concise and aesthetic as possible.
Since the newspaper advertisement area is small, more attention should be paid to the conciseness of the text in the design.
The text description of the advertisement must be clear in priority and concise. There is no need to describe all the information about the company in one advertisement. As one of the image elements of the picture, copywriting has the function of conveying emotions. Therefore, it must give consumers a sense of beauty visually and spiritually.
4. The company name, LOGO, etc. take a secondary position.
The company name in the hard advertisement is generally placed in a secondary position such as the lower right corner. It can be arranged together with the trademark. The address, phone number and other contact information can be arranged below or to the left of the company name. 3. Key points of soft article design
When companies advertise soft articles in newspapers, they should focus on the following points: 1. Pack soft articles into news as much as possible.
David Ogilvy, the founder of Ogilvy & Mather, found that the number of people who watch news is 6 times more than the number of people who watch advertising. This means that the input-output effect of soft articles in the form of news is 6 times that of hard articles. Why does news have such a good effect? Because news is objective and fair, it often makes people believe it. Moreover, news is novel and can satisfy people's natural curiosity. People are particularly interested in news that caters to their own consumption needs or are related to their own interests, and they have the highest retention rate.
2. The era of title reading: A good title is half the battle.
Modern fast-paced life makes readers largely headline browsers. According to survey data from China Enterprise Communication in Beijing, 60% of consumers said that the main reason for attracting them to read is whether the title is outstanding. News headlines that are relevant to consumers’ own lives, or are unique and refreshing are the main factors that influence respondents to further read news content.
In addition, survey data shows that 51.72 readers of newspapers choose to read the titles and pictures from beginning to end, and stop to read the content if they are interested. Such reading habits require companies to use large pictures, big titles and other methods to attract consumers' attention and stop them to read and receive the information conveyed by the company. Therefore, in the future, the planning of news headlines must pay close attention to the details and cannot be ignored. 3. Write a good introduction, and the content must be story-telling
Having a good title is only half the battle. To make readers read more soft article information, writing a good introduction is crucial. There is a famous "pyramid" theory in news writing, that is, the more important and attractive information is placed at the front of the article. The introduction is the first paragraph of the news. It objectively functions to condense the essence of the full text information, allowing readers to understand the main idea of ??the article immediately, and it also plays the role of spreading out the full text. Whether the introduction is well written determines whether it can attract readers to continue reading. If the introduction is not good, even if the following text is exciting, readers will hardly have the desire to read on, which is equivalent to writing in vain.
It is also important that the content of the article is story-telling. Because stories usually have named protagonists, and telling their stories and personal experiences can have a strong psychological impact on readers, and ordinary people have the mentality of imitating successful people. Therefore, articles full of story-telling, It is said that simple reasoning articles are more convincing. Among domestic companies, Haier is the best at telling stories. For example, the story of Zhang Ruimin smashing the refrigerator, the story of Haier washing machine washing potatoes, the story of Haier air conditioner and two packs of cold medicine, the story of Haier refrigerator and home appliances going to the countryside in a sedan chair, etc., etc., etc., etc., Haier attaches great importance to product quality, Haier's service is good, and it attaches great importance to consumption. The information of the readers' needs was expressed vividly and produced good results.
4. News should be accompanied by pictures as much as possible, and the size, content, and location should be particular.
News pictures are also an important factor that affects consumers’ reading and memory of news. Data shows that 35.4% of consumers are interested in news because of the pictures in the news. When arranging pictures for news, you should pay attention to the following points: First, if the picture is not large enough to attract people's attention, then it should at least be placed in a conspicuous position of the news itself, otherwise the picture of the news will have no communication effect; secondly, the picture composition is too large Complex, it is also difficult to attract consumers' attention. Dynamic pictures that show disputes, focus or novelty can attract more consumers' attention; finally, colorful pictures can attract more consumers' attention. 5. Follow the news layout style design.
There is also knowledge in the layout and design of soft-text advertisements. The ready-made experiences summarized by netizens are quoted below for reference: Font: The font of the title (including the introduction, subtitle, subtitle) and the font of the main text should be consistent with The news fonts used by publishing media are consistent. The decoration of fonts (such as shading, shadow, three-dimensionality, etc.) must also be consistent with the design style of the news.
Font size: In addition to the font design being consistent with the news, the font size should also be the same as the font size used in press releases, so that the reader will feel "like news" as a whole.
Column separation: For longer soft document manuscripts (generally more than 800 words), it is necessary to divide them into columns during design. When dividing into columns, refer to the column division method of the publishing media and strictly control the width and length of each column. Generally, each page of a broadsheet is divided into five columns, each column is about 6 cm wide, and each page of a tabloid is divided into four columns, each column is about 5.5 cm wide. Border: Each newspaper’s news release has its own fixed style. For example, the news release border of "Huashang Daily" is 3 mm gray (the color version is green or blue), while the "Xi'an Evening News" has a thick line. frame. Newspapers and media in Beijing, Shanghai, Guangzhou and other places are also different and even have no borders. These are details that should be taken into consideration when planning and designing soft-text advertisements.
Line spacing and character spacing: Generally speaking, the line spacing of news text is generally 1 mm, and only three lines of words can be arranged within a distance of 1 cm. The character spacing is generally less than 1 mm, and 3.5 characters can be arranged within 1 cm. When organizing and designing soft copy, strictly control the spacing between lines and characters, and match the font size to be consistent, so that it can be the same as a press release.
To sum up, the general principle of the design of newspapers' hard copy and soft copy is to ensure accurate information transmission, reasonable matching and combination of various elements, easy to read, fascinating, full of beauty and imagination.
Summary: Writing soft articles for corporate website promotion is not as difficult as imagined, but it is not very simple either. I hope that small and medium-sized enterprises can write more soft articles, because soft articles are also part of e-commerce website promotion and online marketing, and can Writing a little bit isn't such a bad thing after all.
Comments:
The importance of soft articles is self-evident. How can small and medium-sized enterprises write good soft articles? The Quannuo promotion and publishing platform describes various aspects of soft articles for small and medium-sized enterprises. Small and medium-sized enterprises can work hard to write good soft articles for the company, so as to use soft articles to better promote the enterprise.