This scaled-down sketch is called a sketch, because its area is very small, and poster designers or special layout designers have the conditions to try a variety of layout schemes, sometimes as many as twenty or thirty.
Try to use these sketches to solicit opinions from others, and choose a few better ones for reference.
Sketch mainly shows the overall composition effect, without showing the details of each component.
Select two or three design sketches from small sketches, enlarge them to the original size of the poster frame, and pay attention to the arrangement and expression of various details in the frame. This mode is called design sketch.
Generally, it shows the general effect of titles, illustrations, etc. , and text represents the number of words and paragraphs by drawing straight lines, and the distance between straight lines represents the size of words.
It should be noted that the design sketch is an experiment in advertising production, but it is an important stage.
After some sketches are enlarged to design sketches, the effect has changed obviously, even losing the balance of the picture.
At this time, the enlarged manuscript must be readjusted, such as proportion, size, position, color and shape. The various elements of this painting should be rearranged.
In addition, these design sketches still look very rough, but advertising designers or experienced advertisers can imagine the appearance of finished advertisements with great satisfaction.
It is a quick and effective method to design sketches by computer.
Choose one of several design sketches as the final scheme, and then make a design draft.
With the development of computer graphics and image technology, computer graphics production has gradually replaced manual manuscript production in poster design.
The basic size of the poster is 30 inches× 20 inches (508×762mm), which is equivalent to the domestic format size. According to this basic standard size, other standard sizes, such as full opening, four openings, eight openings and so on, are formulated according to the paper opening.
Common sizes are generous quarto and folio.
In addition, some super-large posters are often used for wall advertisements and outdoor advertisements at stations, some of which are several meters long.
Posters are mostly made by plate making and printing, and are used for posting in public places and shops. Skillful use of DTP technology can create exquisite poster advertisements.
Of course, there are also some temporary posters, which are only hand-painted and not printed. This kind of poster has the nature of POP, such as temporary price reduction and prize sale of goods; Notify trade fairs and fairs; Fashion show or cultural performance, etc.
This kind of impromptu hand-painted posters are mainly drawn with gouache paints or markers, and sometimes they are replaced by post-it notes. Most of them are hand-painted calligraphy, sometimes with illustrations, which is more casual and quick. Not as rigorous as printed posters.
Its advantages are timely information dissemination, low cost and simple production.
However, with the development of computer graphics production technology, this hand-drawn method has been gradually replaced.
Efficient and fast computer-aided graphic design, which is output by a large-format color printer, is often used to make large-scale poster advertisements with high requirements and small batch, such as poster advertisements for windows and light boxes.
Software: the proposer is better, and there is a Chinese version of the orientation online: the scope of application for making posters; Preparation: find materials for processing; Made with PhotoShopCorelDRAW and other software! (Design) Proofread and modify finished products (Posting)
Directional posters are suitable for different groups of people. Targeted posters are to set different crowd strategies, show different content to different people on the front page of the store, and improve the visitor conversion rate of different people.
What is a DM poster? DM-English is DirectMail, which translates into "direct mail", "advertising letter" and "direct mail letter". It refers to a way to create customers by sending and delivering personalized information through DM media. Simply understood, DM is a means of advertising.
DM originated in ancient Egypt thousands of years ago. By the end of 16, when the media such as TV, radio and newspapers were still in the initial stage, Mr. Zhu Bangye, the founder of DM media industry in China, traced back to the origin culture of DM, accurately grasped the pulse of market media, effectively utilized DM, a new media with great market potential, and closely integrated the market with the media industry. Professional information direct mail advertising media obtained 1997 national patent (patent number: 97202062. Direct investment or email advertising has become the main channel to release DM, and a number of professional DM advertising companies have emerged.
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Development of DM New Media in China
Since China began to restore the advertising industry, powerful media (newspapers, magazines, television) have occupied the vast majority of the advertising market. However, the low credibility of DM publishing, the stagnation of DM media for many years, the lack of good foundation, the lack of corporate awareness and the lack of professional institutions to provide this service have made DM stay in the development stage for many years. At present, most enterprises that can actively use DM to develop their business are foreign-funded enterprises.
At present, nearly 60% of enterprises in China know about DM advertising, and more than 90% of large, medium and small enterprises in Zhejiang have used business letters to promote their products. And all of them have achieved obvious promotion effect. As an advertisement, DM's investment is only 2% of TV media and 65,438+00% of newspaper media, but its business income has increased by about 30%. Therefore, its input and output are more satisfactory to enterprises, especially small and medium-sized enterprises.
Therefore, DM has been regarded as the first choice for business activities by most enterprises, and it is favored by business operators because of its low cost, strong pertinence, strong intimacy and strong authenticity.
The purpose of DM
DM is to maximize sales and improve performance, and its purpose can be summarized as follows:
1. In a certain period of time, expand the turnover and increase the gross profit margin.
2. Stabilize the existing customer base and attract new customers to increase passenger flow.
3. Introduce new products, seasonal commodities or products promoted by the company to stabilize consumer groups.
4. Increase the sales of specific commodities (new products, seasonal commodities, own commodities, etc.). ) to increase per capita consumption.
5. Enhance the corporate image and enhance the company's visibility.
6. Competing with the promotion activities in the same industry.
7. Stimulate consumers' planned purchase and impulse purchase, and increase the turnover of shopping malls.
Characteristics of data mining
DM newsletter is characterized by directness, quickness, low cost and high recognition, which provides a good carrier for merchants to promote their own image and products.
Types of data mining
Because DM has a high degree of freedom in design and a wide range of applications, its forms of expression are also diversified.
1, leaflet type
2. Brochure type
3. Card type
Distribution form of DM
1. Mailing: mailing to members with consumption records in recent 3 months by address (the number of mailing copies depends on each person).
Depending on the actual number of members in the store).
2. Newspaper clippings: delivery of local best-selling newspapers (newspaper clippings cost 0. 10-0.20 yuan/sheet).
3. door-to-door delivery: organize employees to send DM to the homes of residents in living communities with high living standards.
4. Street distribution: organize personnel to distribute at stations, intersections and farmers' markets.
5. In-store distribution: The customer service department will organize employees to distribute the newsletter in the store two days before uploading.