Graphic Design and Production

Author: Liu Yiqin et al. / Country:
Publisher:
Publish Date: 2006-01-01
Features:
⑤ Place the product name as much as possible in the title; the title serves as the product name, used interchangeably, and should be coordinated with other elements in the advertisement.
2. Title Design Considerations
① The title or product name should be placed in a prominent position in the visual layout.
② The title should adopt an easily memorable form, convey effective language, be clear in meaning, and avoid ambiguous or roundabout expressions that may cause misunderstanding.
③ The title should not attempt to convey too much; it can be a single sentence, a complete word, or just one or two characters, highlighting the key selling point.
④ The characters used in the title should be highly legible and easy to write and recognize. Confusing or uncommon characters should not be used.
⑤ The length of the title should not be too long. Advertising psychologists have conducted experiments and concluded that a title of about six characters (or three words) has a reader retention rate of 40%, while titles with more than ten characters have a retention rate of only 12%. Long sentence titles are difficult for consumers to remember and are less effective than short sentence titles.
(II) Slogan
A slogan is a concise message compiled into an easily memorable and catchy phrase, facilitating promotion, attracting readers' attention, and strengthening the impression. A slogan must be a complete sentence or a couplet, easy to recite and remember. In design, the slogan can be placed in any position on the visual layout. If both a slogan and a title appear in the same layout, the slogan should be placed in a secondary position and can replace the title.
(III) Body Copy
Body copy refers to the main content of the advertisement. Generally, a "subtitle" is often used between the title and the body copy to supplement the title or introduce the following content, sparking readers' curiosity and drawing their attention. Additionally, short explanatory texts are often included next to photos or illustrations, called "captions," usually placed near the images with smaller fonts. Since images can only convey visual effects, without textual explanation, their detailed content and purpose cannot be fully understood. Typically, after being attracted by the title, consumers need to learn more through the body copy, which serves to explain. To maintain consumer interest and effectively convey the key selling point, the body copy should continue to reinforce the title, further clarifying the product's features, making promises to consumers, and encouraging them to take action.
1. Functions of Body Copy
① Body copy helps consumers recognize the product's features.
② Body copy makes consumers recognize the product as offering good value.
③ Body copy informs consumers of the benefits they will gain by purchasing the product.
④ Body copy reduces potential objections from consumers.
⑤ Body copy informs consumers of how to conveniently purchase the product.
2. Unity of Body Copy
In print advertising media, copywriting requires a certain level of unity. All elements of the advertisement should be centered around the creative concept, with the title, subtitle, and body copy all tightly aligned with the key message and coordinated. To enhance the persuasive power of the advertisement, the layout and arrangement of the body copy should focus on:
① Organized layout of paragraphs. The arrangement of body copy should emphasize aesthetic form and visual flow, maintaining a clear order. Avoid a disorganized layout with no clear hierarchy, where elements are piled together, causing visual confusion and failing to achieve the desired promotional effect.
② Use of subtitles. Adding a subtitle between the title and the body copy helps clarify key points and improves readability.
③ Keep paragraphs as short as possible. Long paragraphs can cause reader fatigue and discourage further reading. Breaking long lines into shorter segments improves readability and adds visual variety.
④ Emphasize visual effects. Highlight key phrases or sentences in the text to make them stand out visually.
⑤ Use "guiding symbols" to encourage readers to continue reading.
⑥ Line spacing should be greater than character spacing. This enhances the neatness and clarity of the lines, reduces reading fatigue, and improves legibility.
⑦ Repeat key content to reinforce the impression.
⑧ Ensure consistent font size for the title.
(IV) Product and Company Names
In the design and layout of print advertisements, it is also necessary to include the manufacturer's name or address, phone number, fax number, and postal code, facilitating communication with consumers and providing post-purchase technical support and maintenance services.
II. Visual Composition Elements
The main visual composition elements of print advertisements include the trademark, product name, illustrations, and outlines. As a design language for visual communication, these elements have their own rules and characteristics. They not only function independently to convey the persuasive message but also, in the overall composition, better fulfill comprehensive communication functions.
(1) Trademark
A trademark is a symbol of a company or product, composed of graphics and text. In the composition of an advertisement layout, a trademark is not merely a decorative element. Its visual communication effect can effectively reinforce the impression, deepen memory, and achieve the persuasive goal of attracting attention and memorability. We will discuss the design of trademarks in a dedicated chapter later.
(2) Product Name
A product name is named to distinguish it from other products. The standard font of a product name is also called a composite font or trademark font. Its primary function is to "effectively differentiate" and "avoid confusion." It should leave a strong impression, be easy to remember, evoke pleasant associations, and be easy to read and write, facilitating dissemination. In terms of design, the product name should have a distinctive font to set it apart from general names, with a strong visual communication effect, distinctive personality, and aesthetic appeal.
(3) Outline
An outline refers to the border or outer frame. Its specific function is to effectively and clearly distinguish its advertisement from others, quickly capturing the audience's attention and preventing it from shifting to other advertisements. Using a unified outline can strengthen the repetitive impression of the advertisement layout. A unique outline design can enhance the visual communication effect of the advertisement.