1. The purpose of advertising layout design
The purpose of layout design is to arrange and deal with various themes in an artistic or orderly way, so as to improve the visual impact of layout and strengthen the inducement of advertisements to consumers. Strong and correct communication direction can catch consumers' attention and leave a good example and deep memory in consumers' psychology. The purpose of layout design can be summarized as follows:
(1) Effectively configure the constituent elements to attract attention.
(2) Consider the layout and size of the text to make it easy to read.
(3) The picture should have a sense of unity and become the composition of beauty. In order to enliven the effect of this layout design, we must clearly grasp the main contradictions.
2. The principle of advertising layout design
Format design can't take the expression of inner feelings as the primary purpose like painting creation, but should act according to the functional requirements of format itself and the principles of format design. The most basic principles of layout design can be summarized as follows:
(1) is concise, intuitive, vivid and touching.
When layout design conveys a specific message, its visual elements (such as titles, manuscripts, graphics, pictures, colors, etc. ) is always intuitive and concrete. However, this intuition and concreteness cannot be interpreted as a simple list of information in the layout. The overall layout of the layout should be concise, clear and clear at a glance, so as to have a strong visual impact and a concise and powerful appeal effect in an instant.
However, the layout is not enough for people to read, it must also try to impress the readers' inner feelings. Layout design is to make the layout and the information it carries enter an artistic touching atmosphere, so that readers are infected when reading, thus turning enjoyment into an inner experience and naturally introducing ideas into the realm of culture or art to roam and imagine.
(2) concise and easy to read, emphasizing blank space
Don't be complicated and messy in layout design. Compared with what it conveys, the layout cannot put the cart before the horse. The rhythm of modern society is tense, so simplicity and readability are particularly important. Don't pile up information, simplify it by deleting complexity, and refine the pictures and texts.
In addition, attention should be paid to the treatment of blank space in layout design. Blank processing not only makes the layout smooth, clear and orderly, but also has a very strong visual concentration effect, which is conducive to highlighting the focus of advertising appeals.
(3) prioritize and highlight the theme.
Any advertising arrangement must highlight a clear theme among many elements and become the starting point of the audience's line of sight flow when reading advertisements as much as possible. In addition, it is necessary to guide the audience's reading with various signs in the arrangement, and gradually induce the audience's eyes to flow according to the visual process.
The specific gravity of the main element is generally greater than the element it transforms. However, according to advertising creativity, we can do the opposite and put the main elements in a particularly small but conspicuous position, so that they can play the role of "small but not small" and still occupy the main advantage in vision.
Sometimes, due to the special requirements of layout design, designers can "allocate on demand" according to the materials in their hands to improve the artistic quality of layout. Grasping the principle of prioritizing is mainly reflected in the flexible deployment and placement of materials.
3. Layout design rules
"Layout space, because people's vision before and after attention and strength, formed an important and secondary difference. Dominant position or obvious form is easy to attract people's attention, so it is important; The position is backward or the shape is general, which is not easy to attract people's attention, so it is secondary. " Generally speaking, when people's eyes move from upper left to lower right or other positions, the attention value is decreasing. Therefore, the reasonable guidance of visual process can achieve the purpose of advertising more accurately and quickly.
The human visual center is different from the geometric center, which is above the geometric center and slightly to the left. Therefore, when designing, the main body can be placed on the top and left side to attract people's attention better.
When designing the layout of advertisements, we can also guide them according to people's visual laws, such as inducing people's sight through guiding factors such as the actions, gestures or arrows of characters in the picture, so as to achieve good publicity intentions.
4. Common layout types
Just as composition is an important issue in all paintings, the primary issue in advertising layout design is what kind of composition form to take. It determines the one-sided structural form, and different compositions have different appeal effects. The following are some common composition forms of advertising layout design.
(1) standard formula
This is the most common simple and regular advertising layout. Advertisements generally arrange pictures, titles, explanatory texts and logo graphics from top to bottom. It first attracts your attention with pictures and titles, and then guides you to read explanatory text and logo graphics, which conforms to the psychological order of people's cognition and the logical order of top-down thinking excitement and can produce good reading effect.
(2) Positioning type
This is a very common type of advertising layout design. The text and pictures are located separately, forming a strong contrast. Or left or right, or up or down, often used in plane layout design. There are several positioning types: top, bottom, left, middle and right. Positioning is very consistent with the flow sequence of people's eyes.
(3) Oblique type
When composing a composition, each element is inclined to the right or left appropriately, so that the line of sight flows up and down and the picture is dynamic.
(4) Axis type
This is a symmetrical form, with titles, pictures, explanatory text and title graphics placed on both sides of the axis or graphics, which has a good sense of balance. According to the law of visual flow, the focus of disassembly in design should be on the upper left or the lower right.
(5) Chessboard style
When laying out, divide all or part of one side into several equal squares. Obviously different from each other, make a chessboard design. This arrangement is only used to introduce a series of products or the reactions of different people after using the products. When doing this design, we should pay attention to the sense of movement and rhythm in different areas, and make adjustments and differences in color and graphic size.
(6) Text style
In this arrangement, the text is the one-sided subject, and the pictures are just embellishments. When designing, we must strengthen the appeal of advertising planning itself, and at the same time, the font should be easy to read, in line with people's reading habits, so that graphics can play the role of icing on the cake and making the finishing point.
(7) Picture style
Fill the whole page with a picture. Pictures can be images of advertising characters or specific scenes needed for advertising creativity. Add the title, explanatory text or logo graphic directly in the appropriate position of the picture. In this layout design, we must pay attention to the selection and production of high-quality pictures to express advertising creativity, which plays a decisive role in perfect visual effects.
(8) Font style
When arranging, enlarge the product name or logo graphic to make it the main visual element on the layout. This change can increase the interest of the layout and break the theme of the advertisement, which is impressive. Try to be concise and ingenious in design.
freestyle
Composition should be arranged irregularly in the layout, without clear rules, vivid and flexible, forming a casual and relaxed visual effect. When designing, we should pay attention to the unified atmosphere, treat colors or graphics similarly, and avoid disorder and arbitrary stacking. At the same time, it is necessary to highlight the subject and conform to the laws of visual process in order to achieve the best appeal effect.
(10) horizontal
This is a quiet and leisurely arrangement form, which is placed horizontally in the layout. The same bottle, vertical and horizontal, will produce different visual effects.
(1 1) cross type
All the elements in the image are interspersed with each other, forming a balance that does not follow logical laws. It is not only the intersection of composition, but also the intersection of colors. Through cross-arrangement, highlighting the theme can leave a deep impression on the audience.
(12) background type
In the layout, first draw the physical objects (raw materials), patterns or some kind of texture effect as the overall background of the layout, and then put the title, explanatory text and other elements on it.
(13) indication
The structure of this layout has obvious directivity, which can be an arrow-shaped directional composition or a dynamic trend of advertising images pointing to advertising content, playing an obvious directivity role.
(14) repeat type
Repetitive elements are very attractive, which can make the layout have a sense of rhythm and increase the interest of the picture.
The above expression is the most basic in layout design. But in most cases, the design rules of layout design are mutual infiltration and interaction. Designers should master these laws, draw inferences from others, from legal to impossible, and create novel and unique layout design.
More pictures are actually in the resources.
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