1. Title

Headlines are the text content that expresses the theme of advertisements. It should be attractive, attract readers' attention, and guide readers to read advertising texts and watch advertising illustrations. The title is the crowning touch. Therefore, the title should be in large font, arranged in the most eye-catching position of advertising painting, and attention should be paid to meeting the needs of illustration modeling.

2. Text

The text of an advertisement is the text that explains the content of the advertisement, which is basically the display of the title. The main body of the advertisement tells the true facts in detail, which makes the reader move towards the goal of the advertisement. The text of the advertisement is relatively concentrated, generally arranged around or up and down the illustrations.

3. Advertising language

Advertising language is a phrase that matches the title and text of the advertisement and strengthens the image of the product. It should be easy to remember and use repeatedly, so that it can become an "article symbol" and a "speech symbol". For example, "Nabosh & Lomb is very comfortable!" Advertising language must be concise and can be placed anywhere in the design layout.

Step 4 explain

mark

Signs include commodity signs and corporate image signs. Logo is the main symbol for advertising objects to identify goods or enterprises. In advertising design, logo is not the decoration of advertising layout, but an important part. In the whole advertising layout, logo is the simplest and most concise, and the visual effect is also the strongest. Can be recognized in an instant, can leave a deep impression on consumers.

6. Company name

Generally, it is placed in a secondary position at the bottom of the advertising page, and a trademark can also be configured.

7. color

Using the expressive force of color, just like putting beautiful and bright clothes on the advertising page, can enhance the eye-catching effect of advertising.

Generally speaking, sometimes in order to create a more concentrated, stronger and simpler advertising image and deepen consumers' understanding, one or more of the above elements can be exaggerated and emphasized according to specific circumstances.

Print advertising elements-the design of advertising text elements

Writing of advertising text

Basic requirements of advertising writing:

1. Simple, vivid and interesting

2. Coherence and concentration

3. Enhance the effect with illustrations

4. Innovation and creativity

Requirements for writing various text elements:

I. Title writing

1. News headlines: News headlines provide readers with new facts by writing news headlines according to the psychology that most people are interested in news reports. Such as "radar green horse watch, tell you the secret of handmade watch!"

2. Question title: Questions can make people curious and drive people to get to the bottom of it. When writing question-based headlines, we should try to ask questions from the standpoint of consumers, which will make readers feel cordial and easy to accept the information conveyed by advertisements. For example, Swiss radar watch "Why are ladies more and more interested in radar women's watches?"

3. imperative title: through metaphor, combine beautiful and familiar things with the content to be promoted in advertisements, so that readers can have beautiful associations and achieve the purpose of deepening their impressions. The title of Japan's "Kao" cosmetics advertisement is "Kao World, Bright and Bright".

4. Title: Take the name of the product or enterprise as the title, and put it in the most prominent position in the advertisement layout, and get to the point without covering it. However, because this technique is too exposed, unattractive and has no room for aftertaste, it is difficult to associate with the sound and arouse readers' interest.

5. Guaranteed title: This title is evaluated by authoritative organizations, such as national quality award and provincial quality product award.

Second, the writing of advertising language.

In advertising creation, advertising title and advertising language are easily confused. Because advertising language, like headlines, serves the theme of advertisements, many advertising languages are derived from headlines. Although they are similar, they are different in essence. Advertising language is a complete sentence or dual form that strengthens the product image with the title and text of the advertisement, which can clearly express the theme of the advertisement and make the sentence easy to remember.

Writing advertisements should be concise, simple, easy to remember, stimulating and attract readers' attention. Advertising language should highlight the advantages of goods as much as possible, so that readers have a desire to buy.

There are two typical advertising languages. First, advertising slogans that emphasize the advantages of goods, such as "Drink Beijing royal jelly often, and you will always be smart." "Where there are mountains, there are roads, and where there are roads, there are Mitsubishi Motors." The second is the advertising language that urges readers to take action, such as the typewriter advertising language of "no fight, no acquaintance".

Third, the writing of advertising text.

When writing an advertising copy, it should be well-founded, concise, focused, vivid and interesting.

Advertising text and advertising language, there are many forms of expression, mainly including:

1. Dialogue institutions

2. Descriptive text

3. Humorous text

4. Certificate body text

5. Novel text

Modeling design of advertising text

Text plays an important role in advertising design. Compared with graphics, it will be the most direct way to convey advertising information. Graphics are symbolic and indirect ways to convey advertising information. We can see advertisements that are completely composed of words, but we have never seen advertisements that are only completed by graphics.

Modeling Design of Advertising Text —— Font Design of Advertising Text

First, the choice of font.

1. Note: Advertising fonts should attract readers' attention.

2. Choose a font according to the design requirements: When choosing a font, you can't choose a font just for the sake of prominence. The type, size, thickness and simplicity of fonts should meet the needs of the whole advertising design. When choosing fonts, we should focus on those expressive fonts. In the advertising design that highlights illustrations, characters are in a subordinate and supplementary position, which plays a role in setting off illustrations and strengthening contrast, so it is best to choose simple or neutral fonts.

3. Choose fonts from the theme content: fonts can make people associate, so when choosing applications, we should pay attention to the consistency between the content and the meaning contained or symbolized by the fonts in the modeling. Don't choose old and bulky fonts to promote modern products.

4. Pay attention to the harmony of fonts: two or more fonts often appear in the advertising screen at the same time. Therefore, we should pay attention to the harmony between different fonts when choosing fonts. In general, it is not easy for an advertisement to have too many fonts to avoid confusion.

5. Advertising words need to be standardized: words are an important means to convey advertising content. If the words are not standardized, people may misunderstand the content of the advertisement, or they may not understand it at all.

Second, the use of fonts.

1. Use of printed fonts

All advertising text elements (title, advertising language, text) are suitable for printing fonts. Among these three elements, the text must be printed, and the title is mainly printed. In some specific cases, in order to meet the needs of content, fonts other than printing can be properly considered.

If we look at the characteristics of various printed fonts, Songti has more traditional characteristics and is suitable for expressing traditional content. Bold is the most popular font and can represent any advertising content. The complex and round black body have a strong sense of modernity and are suitable for expressing modern advertising content. Generally speaking, the composition is thicker than strokes, and it is only suitable for the use of relatively large fonts such as titles, but not for the use of smaller fonts such as advertising text.

2. Use of decorative words

Decorative characters are based on the standards and norms of printed fonts, and appropriate artistic characters are added to make the fonts more artistic, beautiful and vivid. At the same time, in the process of decoration change, the shape of characters can be more in line with the content of advertisements. However, because decorative fonts may reduce the readability of fonts in the process of decorative changes, decorative fonts are mostly used in advertising headlines and the text of advertisements, but are difficult to be used in the text of the text. It is worth noting that the change of decorative fonts must be based on printing and closely combined with advertising content.

3. The use of calligraphy fonts

Calligraphy fonts are more artistic and vivid than decorative fonts. Because of the differences in writing habits, writing methods and writing tools, the nationality of calligraphy fonts is very obvious. Therefore, calligraphy fonts are also very suitable for some advertising content with special meaning and style. For example, it is extremely appropriate to use calligraphy to advertise national culture, local native products, products with national characteristics and traditional advantages, culture, art and calligraphy exhibitions.

As advertising text, the biggest deficiency of calligraphy font lies in readability. The way to overcome it is to choose some calligraphy fonts with high readability or combine them with printing effectively.

4. The combination and application of words and graphics

Graphics-based advertising, fonts in the visual effect should be subordinate to graphics, in a subordinate position. Words and pictures should be interspersed and overlapped with each other, organically combined into a whole, so as to strengthen the unified visual effect of advertising pictures; If fonts are dominant in advertisements and tasks or product images are subordinate, we should pay attention to the arrangement of fonts and graphic positions.

5. The use of font contrast combination

The contrast and combination of fonts can produce strong advertising effect and attract more attention. Font contrast mainly includes: font contrast of different styles, font contrast of different sizes, font contrast of stroke thickness and so on.

In order to pursue the contrast effect of on-screen fonts, print advertisements sometimes use different styles of fonts, such as the combination of bold black body and body style, or the combination of cursive script and standard neat printed fonts, and appear in an advertising screen at the same time. In this case, we must grasp the degree of contrast and the primary and secondary relationship between the two fonts, and we can't divide the two different styles equally.

In addition, there is a sharp contrast between the words in the advertising components. On the one hand, the brightness contrast of characters can be realized by using the brightness difference of characters, but it must match the style contrast and size contrast of fonts. On the other hand, the brightness contrast of characters can also be achieved through the density of characters.

6. The use of harmonious combination of fonts

Although contrasting fonts play an important role in advertising copy design, harmonious font combination can also produce a pleasant feeling, which must also be considered in advertising copy design. On the one hand, it can be used as an auxiliary means of contrast combination, and at the same time, it is essential to control the overall effect of the picture, and it can also be used as a separate means of some special advertisements.

Harmonious font combinations in advertisements mainly include font combinations with similar styles, font combinations with the same size and font combinations with the same brightness.

In advertising screen design, in order to pursue a sense of wholeness, font combinations with the same style are usually adopted to strengthen the contrast of text size and lightness, so as to make it distinct and stand out in overall harmony.

The harmony of font size and lightness is mainly aimed at some specific elements, such as the same title, the same advertising language and the same paragraph of text, which must be close to harmony in font size and lightness in order to achieve the overall sense of the same content in visual communication.

7. Use of font arrangement and combination

China's painting composition pays attention to "impenetrable and dense". In other words, sparseness and non-sparseness make the picture elements have a strong contrast between sparseness and sparseness, and this law is also applicable to the font arrangement of advertisements. Specifically, all kinds of advertising words should form a "group" grouping arrangement, and the title, advertising language and words should not be connected together, and a certain distance and space should be maintained to form a certain density change, so that when looking at it, the priorities are clear. Generally speaking, the title and advertising language should be sparse, while the arrangement of the text is called dense. In addition, further, the arrangement of characters in a "group" should also have density changes, such as the arrangement of characters, the arrangement of line spacing and the density of characters, and the interval between paragraphs is also extremely important, so as to facilitate reading and make paragraphs clear. In order to make advertising pictures lively, advertising words (especially headline words) are often arranged in various shapes, such as arcs, diagonal lines and vertical lines.

The selection and application of fonts must follow the principle of "function first, form second". We should not blindly pursue colorful forms of expression, but weaken or even lose the function of writing to convey information.