In addition to giving people a visual enjoyment of beauty, graphic design is more importantly to convey a kind of information and a concept to the majority of consumers. Therefore, in graphic design, we not only pay attention to the surface. Visual beauty should consider the communication of information. Nowadays, graphic design mainly consists of the following basic elements: title, text, slogan, illustration, trademark, company name, outline, color, etc. Whether it is current newspaper advertisements, mailed advertisements, or advertising posters that we see more often, these elements are all made up of clever arrangements, configurations, and combinations.

Title

The title is mainly a short text expressing the theme of the advertisement. It usually plays the finishing touch in graphic design and obtains an instant touching effect. It often uses literary techniques to vividly Use wonderful short sentences and some exaggerated images to arouse consumers' desire to buy. Not only must we win the attention of consumers, but we must also capture their psychology.

The title selection should be concise, clear, easy to remember, and a strong summary phrase. It is not necessarily a complete sentence. There are also phrases with only one or two words, but it is the most important part of the advertising text. part.

Titles generally use basic fonts or slight variations in design, and should not be too fancy. They should be eye-catching, easy to read, and consistent with the expressive intention of the advertisement. The form of the title text should have a certain symbolic meaning. , the thick and advantageous black body gives people a delicate feeling, and is suitable for electrical appliances and light industrial products; the round black body with curves is suitable for product applications of women and children; the dignified and honest old Song Dynasty is used for traditional product markings that are stable and have a sense of history ; The elegant and beautiful New Song Dynasty is suitable for clothing and cosmetics, and the italics bring a sense of style and movement to the picture.

The title should be in the most eye-catching position on the entire page. Pay attention to the needs of the illustrations and use visual guidance to make the readers' eyes naturally shift from the title to the illustrations and text. For example, the United States uses basketball superstars to fly on the court wearing "Nike shoes". With the exclamation sentence "Who said I can't fly!", the title is integrated with the photo, which vividly shows off the quality of the shoes and makes people feel lively. , formed its own personality.

The title can be divided into introductory title, main title, subtitle, side title, etc.

Text

The main text generally refers to the explanatory text, which explains the advertisement. The content of this article is basically a detailed explanation and introduction of the product based on the title. The main text should be easy to understand, the content should be true, the writing should be fluent, and the summary should be strong. Testimonials from experts, recommendations from celebrities, and the selection of famous stores should often be used to raise the level of the company and establish the credibility of the company through the text, sales results, and awards.

The fonts of the main text use smaller fonts, often using Song fonts, single-line fonts, regular script and other fonts. They are generally arranged to the left, right or below of the illustrations to facilitate reading.

Advertising slogan

Advertising slogan is a short sentence used to match the advertisement title and strengthen the image of the product. It is easy to read, rich in charm, imaginative, clear in direction and certain. Slogans and warnings. Example:

Kodak: "Connecting every moment of life", it feels like a very casual sentence, but it tightly grasps the theme of life. As the world's largest manufacturer of photosensitive materials, Kodak is very important in film production. Technology leadership no longer needs to be described in words, so Kodak associates taking photos more with a better life, allowing people to remember those happy moments in life, so please use Kodak film, this is exactly what Kodak wants. . In terms of font design, Kodak uses a relatively free and easy font, which is closer to life.

Illustrations

Illustrations use visual artistic means to convey product or service information, enhance memory effects, and allow consumers to accept information in a faster and more intuitive way. At the same time, to leave a deeper impression on consumers, the illustration content should highlight the personality of the product or service, be easy to understand, concise and lively, and have a strong visual effect.

Generally, illustrations are developed around the title and text, and serve as a foil for the title.

Nowadays, illustrations can be expressed in the following ways:

Photography, in product advertising Photography is often used to enhance the authenticity of advertising.

Paintings: Most of them use a super-image form to give people a sense of suspense or an idea to create an ideal atmosphere.

Cartoons: Usually cartoons can be divided into two types: humorous and funny. Humor can make people laugh, and comicality can make people unforgettable, both of which can have a good publicity effect.

Trademarks, logos

Trademarks are the main signs used by consumers to identify products. It is a symbol of product quality and corporate reputation. Famous and high-quality products enhance the credibility of trademarks, and reputable trademarks promote product sales.

In graphic design, trademarks are not decorations on the advertising layout, but important constituent elements. In the entire layout design, the trademark shape is the simplest and most concise, and the visual effect is the strongest. It can be used in an instant. Be able to identify and leave a deep impression on consumers.

In terms of design, trademarks must be simple in shape, accurate in concept, individual, and easy to remember and recognize. For example, the emblem of the Agricultural Bank of China mainly uses wheat ears, which straightforwardly expresses that this is a professional bank. ----Characteristics of Agricultural Bank of China. The horizontal and vertical cross rows in the middle of the wheat ears not only succinctly summarize the rows of wheat ears, but also form the word "field", thus further strengthening the meaning of "agriculture". The disconnection between the upper wheat awn and the circular intersection improves the overall internal and external relationship and strengthens the individual characteristics of the logo image.

Company name

The company name can guide consumers to where to buy the products promoted in the advertisement. It is also an indispensable part of the entire advertisement. It is usually placed at the bottom of the entire page. The secondary position can also be configured together with the trademark. Company address, telephone number, telegraph registration, etc. can be arranged below or to the left of the company name, using smaller fonts and more standard fonts. Song font, single line font, bold font, etc. are often used.

Outline

Outline generally refers to the lines and patterns decorated on the edge of the layout, which can make the entire layout more focused and less cluttered. The formula outline gives the advertising layout a range to control the reader's line of sight. Repeating the use of uniform silhouettes can deepen the reader's impression of the advertisement. Silhouettes can also add beauty to an ad. There are two types of advertising outlines: simple and complex. It is composed of straight lines, diagonal lines, curves, etc., and is a simple outline. The outline composed of patterns is a complex outline. What I use now is a relatively simple outline.

Color

Color is the first key to grasping people’s vision, and it is also the focus of an advertising form. A personalized color can often better capture consumers. By combining specific images and using different tones, colors can create different physiological reactions and psychological associations in the audience, establish a solid product image, create a pleasing sense of intimacy, and attract and promote consumers' desire to purchase.

Color does not exist in isolation. It must reflect the texture and characteristics of the product, and beautify and decorate the advertising layout. At the same time, it must be compatible with the environment, climate, appreciation habits, etc., and must also take into account the distance and distance. The visual change rules of near, large and small make the advertisement more aesthetic and serve as an important part of the advertisement.

Generally speaking, graphic design colors mainly use corporate standard colors, product image colors, seasonal symbolic colors, popular colors, etc. as the main colors, using contrasting brightness, purity and hue. Highlight the relationship between the picture image and the background color, highlight the contrast between the advertising picture and the surrounding environment, and enhance the visual effect of the advertisement.

At the same time, the symbolic meaning of the color must be considered in order to be more relevant to the theme. For example, red represents a powerful color that can arouse muscle excitement, enthusiasm, and impulse; green is specific. Neutral characteristics. Peaceful colors, leaning towards natural beauty. Tranquility, vitality, tolerant colors. Can set off a variety of colors to achieve harmony.

Fully consider the symbolic meaning of these colors to increase the connotation of advertising.

The above-mentioned components are basically what every advertisement should have. For newly developed products, that is, product advertising in the "introduction period" and "growth period", all the above advertising elements must be present. This is because consumers are not familiar with the newly developed products advertised, and there are many similar products from competitors on the market. At this time, consumers can clearly understand the product without confusing it with other products. For products in the "maturity period", since they have occupied a certain market, consumers have gradually become aware of the products and are willing to use them. Advertisements during this period are suggestive. The use of advertising elements can focus on illustrated images, targeted and encouraging advertising terms and eye-catching trademarks. Other elements can be simplified or deleted to increase brand promotion. The purpose is to create a more concentrated, stronger and simpler image to deepen consumers' understanding of the product.