Quannuo Soft Text Promotion Platform believes that the so-called "hard and wide" means that advertising designers use elements such as patterns, colors and a small amount of text to publish the information that enterprises want to convey in newspapers through creative combination. The most important feature of hard and wide is that it is mainly based on pictures, supplemented by a small amount of text, so that people can know that it is an advertisement at a glance. Soft writing, as its name implies, is hard and broad. It implicitly expresses advertisements in some news or other types of articles, which makes it difficult for readers to see that it is an advertisement on the surface and accept its views and opinions subtly. First, the principle of * * *
The design of hard newspapers and soft newspapers should follow three principles:
First, the theme should be clear. Whether it is hard or soft, it is essentially an advertisement, so the content must express the intention of the enterprise, express an idea, and finally help the enterprise achieve its commercial goals.
Second, the form of expression is better. The study found that most people like to pay attention to novel, fresh and unique things. The design of hard, wide and soft texts should be innovative and surprising, highlight individual colors according to the requirements of the theme of the works, and create distinctive and unique forms, so that readers will be attracted and shocked at first sight. For example, the famous "Eiffel Iron and Lace underwear ads" shows the image of lace underwear through the artistic design of part of the Eiffel Tower, and finds novelty from familiar things, which makes people deeply shocked and unforgettable.
Third, it conforms to reading habits and reading psychology. Studies have proved that if it is horizontal, people's eyes generally flow from left to right; In the vertical direction, the line of sight generally flows from top to bottom. The layout of titles, patterns, characters, colors and trademarks of soft texts should follow these two basic laws. Generally speaking, it should be concise and clear, so that readers can get and understand your meaning in the shortest time. Second, the focus of hard and wide design.
Judging from the hard and wide composition of newspapers, theme, pattern and copy are the most basic elements. In order to achieve the purpose of advertising, we must deal with the relationship between them. 1, the theme should be prominent and fascinating.
Hard and broad themes must be attractive, guiding readers to read advertisements and watch illustrations and words. Therefore, we should arrange it in the most eye-catching position, choose a larger font size, and guide the reader's attention to naturally shift from the title to the text of the illustration. Reader's Digest in the United States has three principles for making headlines: A. Providing benefits for readers. B, make the points of interest obvious. C. Make the title clear. In addition, the title should be as anthropomorphic or localized as possible. 2. The picture should be vivid and full of visual effects.
The "pattern" in hard and wide includes illustrations, photos, cartoons, color pictures and so on. Research shows that people tend to have a lasting impression on images with strong contrast and easy association. Therefore, the hard and wide design should consider using the positioning design principle, emphasizing the area contrast and brightness contrast of trademarks, logos, titles and main images. For example, when Hisense Air Conditioning, a "frequency conversion expert", first promoted the frequency conversion air conditioner, in order to highlight the super energy-saving and mute characteristics of Hisense frequency conversion, it designed a snail-shaped "frequency conversion code" logo, and hired the famous movie star Jingning as the brand image spokesperson. By artistically treating the quiet hair in the advertising screen into a snail shape with black and white contrast, the name snail's slowness and quietness is skillfully combined with the energy-saving and mute characteristics of inverter air conditioners, which not only gives people a visual effect,
In addition, due to the limited layout area of newspapers and the characteristics of other articles and advertisements, enterprises should also pay attention to distinguish large blank areas and lines when designing newspapers, so as to make them visually shocked compared with other articles and advertisements in layout. 3. The copy should be as concise and aesthetic as possible.
Due to the small area of newspaper advertisements, more attention should be paid to the refinement of words in design. The text description of the advertisement must be concise and clear, and it is not necessary to tell all the information of the enterprise in one advertisement. Copywriting, as one of the picture elements, has the function of conveying feelings, so it must give consumers a sense of beauty both visually and spiritually.
4. Company name, logo, etc. Are secondary.
Generally, the company name in hard and wide languages is placed in the lower right corner and other secondary positions, which can be matched with trademarks. The contact information such as address and telephone number can be arranged below or around the company name. Third, the focus of soft text design
Enterprises should pay attention to the following points when advertising soft articles in newspapers: 1, and package soft articles as news as much as possible.
Ogilvy founder David? Ogilvy & Mather found that people who watch news are six times as many as those who watch advertisements. This means that the input-output effect of soft news is six times that of hard news. Why does news have such a good effect? Because news is objective and fair, it often makes people believe it. News is novel and can satisfy people's natural curiosity. People are particularly interested in news that caters to their own consumption needs or interests, and they have the highest memory.
2, the era of reading questions: a good topic is half the battle.
Modern fast-paced life makes readers a headline audience to a great extent. According to the survey data of corporate communication in Beijing China, 60% of consumers said that whether the title is brilliant or not is the main reason to attract them to read. News headlines related to consumers' own lives, or unique and refreshing, are the main factors that affect respondents' further reading of news content.
In addition, the survey data shows that 5 1.72% readers choose to browse the headlines and pictures from beginning to end, and stop reading if they are interested. This reading habit requires enterprises to attract consumers' attention through big pictures, headlines and other ways or methods, and stop to read and receive the information conveyed by enterprises. Therefore, the planning of future news headlines should go deep into details and cannot be ignored. 3, write a good lead, the content should have a story.
With a good title, it is only half the battle. It is very important to write a good lead for readers to read more soft information. 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. Introduction is the first paragraph of news, which objectively plays the role of concentrating the essence of full-text information, allowing readers to understand the main idea of the article at the first time and spread the full text. Whether the lead is well written determines whether it can attract readers to continue reading. The lead is not good, even if the following article is wonderful, it is difficult for readers to have the desire to read on, which is equivalent to writing in vain.
It is also important to tell stories about the content of the article. Because in any story, there are usually famous protagonists with surnames. By telling their stories, we can give readers strong psychological hints, while ordinary people have the psychology of imitating successful people. So articles full of stories are more convincing. Among domestic enterprises, Haier is the best storyteller. For example, the story of Zhang Ruimin smashing the refrigerator, the story of Haier washing machine washing potatoes, the story of Haier air conditioning and two packs of cold medicine, the story of Haier refrigerator appliances going to the countryside to sit in a sedan chair, etc., vividly expressed Haier's information of attaching importance to product quality, Haier's good service and paying attention to consumer demand, and produced good results.
The news should be illustrated as much as possible, and attention should be paid to its size, content and location.
News pictures are also an important factor that affects consumers' reading and memory of news. The data shows that 35.4% of consumers are interested in news because of the pictures in the news. When making news pictures, we should pay attention to the following points: first, if the pictures are not big enough to attract people's attention, they should at least be placed in a conspicuous position in the news itself, otherwise the news pictures will have no communication effect; Secondly, the composition of the picture is too complicated, and it is difficult to get the attention of consumers. Displaying controversial, focused or novel dynamic pictures can attract consumers' attention. Finally, color pictures can attract consumers' attention. 5. Follow the news typesetting style design.
The layout of soft-text advertisements is also learned. The following are some ready-made experiences summarized by netizens for your reference: Font: The font of the title (including quotation, subtitle and subtitle) and the font of the text should be consistent with the commonly used news fonts of the publishing media. Font decoration (such as shading, shading, stereo, etc.). ) should also conform to the design style of news.
Font size: In addition to keeping the font design consistent with the news, the font size should also be consistent with the font size commonly used in news articles, so that readers can feel like news as a whole.
Column: For longer soft manuscripts (generally more than 800 words), column processing should be carried out during design. When dividing columns, we should refer to the dividing method of publishing media and strictly grasp the width and length of each column. Generally, newspapers are divided into five columns, each column is about 6 cm wide, and tabloids are divided into four columns, each column is about 5.5 cm wide. Border: The border line of each newspaper news article has its own fixed style. For example, the border line of news articles in Huashang Daily is 3mm gray (the color version is green or blue), while the border line of An Evening News is thicker. Newspapers and media in Beijing, Shanghai, Guangzhou and other places are also different, even without borders. These are the details that should be referred to when designing soft-text advertisements.
Line spacing and word spacing: Generally speaking, the line spacing of news text is 1 mm, and only three lines can be arranged within 1 cm. Word spacing is generally less than 1 mm, and 3.5 words can be arranged in 1 cm. When designing soft articles, we should strictly control the density of line spacing and word spacing, and the font size should be consistent, which can be no different from press releases.
To sum up, the general principle of hard, wide and soft newspaper design is to realize accurate information transmission, reasonable collocation and combination of various elements, easy to understand, attractive, aesthetic and imaginative.
Summary: It is not as difficult as expected to write soft articles on corporate websites, but it is not very simple. I hope that SMEs will write more soft articles, because soft articles are also part of e-commerce website promotion and network marketing, and writing small articles is not a bad thing after all.
Comments:
The importance of soft writing is self-evident. How do small and medium-sized enterprises write soft articles well? Quannuo promotion and publishing platform describes all aspects of soft text for small and medium-sized enterprises, and small and medium-sized enterprises can make efforts to write soft text of enterprises, so as to make better use of soft text to promote enterprises.