Graphic Design

Author: Yu Yan
Publisher:
Publish Date: 2005-01-01
Features: Creativity is the idea that creates the purpose of advertising. In other words, it is a unique idea in commercial advertising that achieves the purpose of promotion. The "creativity" in advertising campaigns is essentially finding a "reason" to persuade target consumers based on product conditions, market conditions, target consumer conditions, as well as market challenges and competitor situations, according to advertising strategies. And based on this reason, using visualized images to influence the emotions and behaviors of target consumers through sight, sound, and touch. It enables target consumers to recognize the benefits the product brings to them from the advertisement, thereby promoting purchasing behavior. The "creation" in advertising creativity should involve original ideas, meaning that this "idea" has never been used by others. Originality includes strategy and presentation form, with strategy being dominant, while presentation form refers to adopting unique presentation methods and means that align with the personality of the company and product, in order to effectively persuade and leave a deep impression on the audience. Good advertising design comes from good creativity, but good works are not created out of thin air. It requires a deep thinking process. Because a good idea can change people's habits or perspectives with astonishing power and speed. The formation of creativity always has a core point to support, from which creative presentation methods are derived, but all of this is constrained by three levels: consumers, market conditions, and product positioning. The "point" or concept in creativity is the key to advertising success, arising from the best combination of target consumer needs, product positioning, and market conditions. Today, advertising concepts have shifted from "telling consumers" to "paying attention to consumers." Advanced brand advertising incorporates advanced consumer concepts, possessing foresight or avant-garde qualities. It no longer focuses on the function itself but conveys a lifestyle and achieves communication with the consumer group through the brand's personality and symbolic marks. We are in the era of life information, where products are highly homogenized, and consumers are no longer satisfied with advertisements that present product benefits in a manual-like manner. Consumers are more concerned about interpersonal issues. This forces us not to merely find benefit appeal points in products but to pay more attention to people, understand them, and derive advertising appeal points from the vitality of human nature to move consumers. When discussing creative experiences, Chen Wei, General Manager of Saatchi & Saatchi, said: "I was moved by the warm, humanistic creativity." Therefore, aligning with human nature and meeting consumer needs is fundamental, and focusing on human nature is the source of creativity. The author has written this book with such concepts and ideas in mind. The selected print advertising works are all classic and excellent pieces, most of which have won international awards, with a focus on creative expression for analysis and interpretation.