To you photoshop software users to elaborate on the production of Taobao drilling exhibition banner design experience.
I. The role and significance of drilling and mapping
The full name of the drill show is Diamond booth, it is a kind of marketing tool for Taobao Sellers, which is the auction platform for the advertisement of Taobao pictures. Diamond Booth relies on picture originality to attract buyers to click and get huge traffic. The Diamond booth is the advertising position sold in accordance with the flow rate. Billing unit for CPM (per thousand browsing unit price), according to the bid from high to low to show. The seller can set the directional display according to the group (region and crowd), visitor, point of interest three dimensions.
2. The purpose and strategy of drilling exhibition
①. Single product promotion: Suitable for hot products, seasonal items, suitable to create a burst, through a burst of a single product to drive the sales of the entire shop sellers, suitable for long-term drainage, and continuously improve the conversion rate of the single product page sellers.
② Activities Shop promotion: suitable for a certain activity operation ability of the mature shops, suitable for a short period of time a large number of drainage shops.
③ brand Promotion: suitable and clear brand positioning and brand personality of the sellers.
3. Drilling show to launch the steps
1, select the advertising position.
2, according to the size of the advertising design creative and upload.
3, after the approval of the creative, production plan.
5, the completion of the launch.
4. The location of the drill show plan placement
Path: Seller Center-I want to promote-diamond booth
Two. Drilling Plan design Requirements
Different from the through train, the drill show has many locations and varies in size. At the point of drill show, only large categories include cat home, Taobao home, Amoy Wangwang, outside the portal, station outside the community, wireless Taobao, etc., the corresponding drill size is up to dozens of species, different drill show location due to different people, its consumption characteristics and interest points are different, The different size of the drill show position gives us different designs to play. Therefore, we are in the production of drilling exhibition pictures, according to the location, size and other information to adjust the advertising appeal, and to adopt the appropriate expression, which is the diamond show the personalized, customized combination of different characteristics. Take bathroom as an example, in Pc_ online shopping _ Taobao I want to buy _ banner position, because it is a slender bar, the designer adopted a font combination presentation, screen layout simple fashion, well fit the drill show the size characteristics of the location, as shown:
Also such as in Pc_ online shopping _ Taobao home focus map on the right banner two of the diamond show position, the following figure cleansing milk from the color of the picture is very good with the surrounding pictures echoes
Do you want to see where the resource level requirements are being met?
A: Sellers center-I want to promote-diamond booth-size-resource bit picture requirements link
The main picture of the drill show can be a product picture, can be a creative solution, but also can be a buyer's demand for the presentation. In any case, the operation of the drill show Master diagram is more powerful than the through train main chart, because the general drill show size is relatively large, and there are a variety of specifications to choose from. In this case, the main map must be highlighted to attract more buyers click. As shown in the following picture, the quality of the shoes and workmanship style, it is unbearable to want to have a pair.
Compared with the through train main map more for single product drainage, core to achieve the goal of a single product transformation, drilling show the purpose of the launch may be many kinds, such as through drilling and drainage to the collection of cost-effective, through the drill to preheat large-scale activities, through the diamond exhibition for brand image publicity, through the diamond show on the new. Therefore, in the drilling exhibition picture design, first of all, we need to clear their own marketing objectives, and then according to its targeted material selection and design, so that click-through only more protection. The following figure, the core purpose is to gather cost-effective drainage, it is a look to know.
Anything beautiful is always irresistible, the form of beautiful diamond show pictures, more can obtain customer goodwill and then achieve high click. In the same material, creative similar circumstances, drilling exhibition of the beauty of the picture has become the key to the run-off. The following figure, this is a man's cotton-padded drill map, designers in typesetting, color, font, label use, are in line with the theme of promotion, for users have a strong pull power.
Three. Drilling exhibition drawing design Form reference
①. Two column: Zowen right figure or left text
Picture copy on both sides, the simplest composition, the general subject accounted for the entire picture of 7/10; In the copy typesetting must highlight the center point
②. Three column: Middle text on both sides of the picture
The picture is placed in different sizes, creating a sense of space, suitable for multiple products, or multicolor
③: The top of the text below the figure
Product or text accounted for 2/3 of the screen, mainly for many series of promotional activities
④. Modular 1: Model + text + figure
Give people feel full picture, more content, especially for cosmetics and other page design
⑤. Modular 2: Both sides model + text + figure
Models on both sides, the above text, the following products, suitable for many series of promotional activities
⑥. Plain text + background
Text background, general application of small figure size, highlighting text information, discount, simple and straightforward expression of meaning
⑦. Positive and Negative triangle composition
Triangular composition, three-dimensional sense of strong, stable composition of nature, strong space, to the user mood: a strong sense of security, stable and reliable
Average distribution, the same proportion of each product, a strong sense of order, to the user feel more formal, suitable for multiple products, multiple color display
Oblique-cut composition makes the whole picture full of tension, can let the subject and need to express the content more eye-catching convey! Note: The text must be more tightly tilted perspective alignment
⑩. Gradual style composition
A number of products for the gradual arrangement, the proportion of each product is different from large and small, composition stability, a strong sense of order, using perspective point to the copy, this kind of composition to the user's feeling: stable nature, product rich and reliable
?. Radioactive composition
It is emitted from a visual center point, which is especially suitable for the banner of large-promotion activities, thematic design
?. Extreme style composition
Enlarge the text or a certain element of the graphic, and then the whole picture goes around this element, fit: personality, fashion category
2.2.1. Left alignment/Right alignment
These are the most common electric Sea newspaper, the basic use of the left-aligned layout, alignment is the most common and most basic arrangement. You can flip around the books, all of the layout will be applied to align. Alignment will have an invisible line, parallel to the border of the poster, echoing the side of the poster, which will automatically concatenate all the copywriting together. To the stable, strength, unity, neat feeling, is the most common way of arrangement.
Central layout in life is the most common in real estate and some jewelry posters ~ Center layout will give a formal, atmosphere, high-end, have the quality of feeling. In the Electric Sea newspaper in the center of typesetting often meet the copy directly hit the product above, the copy of the occlusion and the following products to create a previous level of sense, coupled with some light effect will make the whole picture space sense to improve a lot.
Center alignment is not suitable for beginners, because the layout of the screen to control a certain degree of demand.
When the copy is too much time to consider the copy group, the same information to put together, so that not only the entire page rich rational, it will look very beautiful, more conducive to consumer reading.
Look at a group of cases ↓
If a poster contains too much copy information, not to be sorted out will appear disorderly and disorderly, by grouping, it is like writing a piece of natural paragraph of a truth. will have the same nature of the copy into a group, will make the layout in terms of visual sense or reading level is very organized.
How do you group them? One of the means is contrast.
No comparison is not designed. People's eyes do not like to see the mundane things, like to see the contrast of the picture! The use of contrasting typesetting techniques can most effectively increase the visual effect of the screen. The principle of contrast contains a lot of content, such as the actual situation contrast, warm and cold contrast, and so on, this time we only talk about font size contrast and thickness contrast.
First look at the following case ↓
We look at the use of contrast before and after the effect, in typesetting only the use of alignment of this principle is not enough, the second step will be used to contrast! The first picture is very tedious because of lack of contrast, except for a slightly larger headline. The following text is too long and there is no place to attract readers. The second poster uses contrasting techniques to make the page more appealing. and the organization structure of the copy is clear, more convenient for readers to read.
The second poster newspaper in the main title increase bold, with the title 2014 summer ... form the size and thickness of the contrast. The following text uses the small print, but the price part adds the thick emphasis to form the contrast again. The bottom part of the package is the smallest word with the most fine and the same size of the mail to form a comparison of thickness. And do not worry about the word small customers do not read, as long as the title to attract customers, will naturally read these smaller text. As long as the focus of the text to refine the enlarged bold after the entire layout of the information can be prioritized, rich in hierarchy and organizational, will be visually guide consumers down.
* Find the most important statement in the copy, use the contrast of weight and contrast to emphasize and distinguish!
* The font should be compared to contrast clear, the title set 12th words, the text set to 10th words meaningless, since the use of contrast will be big enough, small enough, thin enough thin, thick enough coarse, so that people can see the contrast between the eyes of their relationship! remember! must be contrasted clearly!
* Contrast will not only make the picture more beautiful, but also will increase the readability of the page, do not worry about the contrast after the reader will not read the small print, if the screen all the words are the same age, no focus, no logic, customers often glance over. As long as the part of your emphasis attracts the customer, the customer will subconsciously look down.
Here are some case screenshots to help you better understand the size and thickness of the comparison!
You see, only by changing the size and thickness of the font can change the design is very exquisite! Sometimes, in order to contrast more obviously, it will reduce the transparency of the small part of the fine print, resulting in light and shade contrast.
Let's pull the density comparison
In the center alignment of the arrangement method often also uses the density contrast technique.
In contrast, many new people are prone to a problem is that the character spacing is not tight, the feeling is very loose, sometimes you can try to adjust the kerning to a negative, more compact. Sparse enough sparse, dense enough dense, do not be half sparse not dense give a person feel will be unstable.
Generally a poster basically uses these three principles, alignment, comparison, grouping. Remember a word, the screen of every element and its placement has its truth! The picture is designed by you, you should say why you did it!
All with the shock visual effect of the screen is derived from the contrast, if someone said you picture of peace and light, then please use the contrast! Contrast is the most effective way to change your picture of life-saving grass!
There is not a lot of copywriting in a typical ad map, basically a set of copy is divided into two parts, one is: selling points (these two are nothing but the price and the package and send gifts and so on), the second is to foil the text, as long as the important and secondary points clearly, then the design of the idea is very clear, selling points to the big color eye-catching Set off the text design a little bit of typesetting to look good on the line.
Overlay Products + Cutting edge composition + intercept part of the product display + product quantity to be more
The product is surrounded by a certain composition law along the banner map, this gives a picture and a box to frame it a truth, both beautiful and can focus on visual to the center of the screen, but here is the visual focus on the middle copy, which is why this composition of the copy information is centered in the middle of the canvas, This technique is also common in photographic composition.
1, this kind of composition often requires the selected product shape to be as regular as possible, such as rectangular, square, round, positioning and size to form a certain law, there are large and small, there are high and low, do not disorderly pendulum
2, because the choice is superimposed mode, the product into the background of the processing methods, so the color of the product is not too much demand
3, this kind of often applies in the clothing shoe bag, the beauty makeup and so on activity banner
There are other similar methods we also see together, the next encounter suitable for such a map to deal with goods may wish to try, the sense of fashion immediately improve
②. Simulated shelf Placement
Simulate the real display of goods + three items
Summary: This technique is mainly to try to create a real shopping scene, to some extent, to increase the trust and affinity of net purchase
1. This technique has a higher demand for the angle of the product, because it looks real, if the perspective of the shadow light is not right, they wear help
2. If you have the conditions to set up the scene in the shooting, then draw directly to the drawing of wine.
Goods stacking + three items above
Selection of the right and left 45° angle merchandise, the middle angle of view goods stacked on the left side of the picture, triangular composition, the picture is more stable
Goods stacked in the middle of the screen, centered, one of the largest proportion of goods, surrounding small objects around the surrounding, forming a stable triangular composition
Goods stacked on the right side of the picture, one of the largest proportion of goods, surrounding small objects around the surrounding, forming a stable triangular composition
Products stacked in the middle of the screen, one of the goods at the highest point, surrounding objects around the surrounding, forming a stable triangular composition
These four are horizontal or vertical to an axis stacking, but also a stable composition, similar to the accumulation of wood, make hamburgers, the only thing to note is that a little change in commodity angle can make the picture more flexible, as shown above
Although the form is stacked, but changes can also be very diverse, the first several triangular stacking of goods in the form of food, clothing shoes bag or comprehensive purposes of the application of more than a few more suitable for the same kind of commodity stacking, the requirements of commodity shape is a more regular cube or flat objects, Imagine stacking wood or folding clothes, you know.
Comparison of Vision close-up + more than 2 items
Summary: This form does not need too many goods, more suitable for pushing a single item of activity, the requirements of the product shooting angle to look good, 45° angle is the best, so the perspective is easier to come out effect, near big far small, close-range merchandise for the protagonist
Hand-painted + actual combination + More than 1 products
In fact, this is a very common commodity in front of the triangle composition stacking, copy and merchandise layout, but the merchandise into a full hand-drawn manuscript, design and artistic atmosphere to upgrade a few steps immediately (you just think I am exaggeration, after all, reading less.) If you have a hand-painted foundation and plenty of time, and your needs are willing to let you do it, you can do it.
These three kinds of composition are also mentioned in front of, there is no more to say, I would like to say, if you have hand-drawn skills, and your type of activity is cute or cool, or the brain hole open, you play their own expertise, add some imagination, in the physical map hand-painted a few strokes, the actual combination, the screen is very dynamic, see people will feel, wow! I don't believe you, you try?
1. Hard indicators: Will hand-painted, imaginative, or you will divert also line
2. If you want your activity to be positioned to let you do so, after all, not every category is suitable for this technique, for example, if it is to take the international high-end routes, this approach will be too small pediatrics, and the brand is inconsistent, this is suitable for the Tide brand apparel shoes bag, skin care beauty makeup, mother and child, Korean department of the Japanese lovely wind
3. Your hand-painted content should be related to the activities of the commodity or have links, if you are selling women's clothing, you draw a duck appropriate?
4. Time is ample, because the hand-painted comparison takes time Oh (except for the cool)
④ in the hands of a model or on the feet of a mannequin.
Wear on the model show + size comparison + 1 items
Left center right layout, commodity triangle stacked on the right, model try to wear the left side of the picture, copy in the middle, symmetrical composition, stable
Left and right layout, product and model triangle stacked on the right-hand side, the copy on the left, about the area is equal, picture stability
About the layout, the model tried to put on the right side of the local effect, the whole body displayed on the left, the copy on the left, the right and left area size, the picture is stable, at the same time a large area of color to highlight the effect of a more prominent display of goods
Close-range and vision layout, copywriting in the front, merchandise in the post, copy information as the main body, multiple commodity emissions for the perspective of the background
The left model tries to wear the effect display, the right copy information, at the same time the copy typesetting follows the model posture, the picture has the movement, as the arrow shows
All for the model local effect show, but the copy information on the right, so increase the left model area, here is the model size contrast, one is the background color shallow and deep contrast, the final effect picture stability
This form requires a model that looks good or dynamic to wear, if the layout, it is suitable for the near large and far small form, if the left-right layout, it is suitable for the size of the symmetrical composition, color selection and shape should follow the characteristics of the product itself, which is more based on the practice
Floating goods + size contrast + actual contrast + 3 items above
The main body in the middle, clear close to the front around, behind the virtual vision around, dotted with a number of other different sizes of the virtual objects, so that the screen has a dynamic and hierarchical sense, attention or focus on the center of the product on the screen
Left center right symmetrical layout, copy information in the middle as the main body, the merchandise close to the big, the vision is small, a look is to promote selling all kinds of shoes
Large copy of the sale as the main body, the goods have the rhythm of the front and back around the face like a long on the main body, merchandise as a modifier, increase the lively promotional atmosphere
Summary: This form requires a central body, in the middle, such as the copy information, and then the product as a supporting role, or beginnings him, (imagine the Cosmic galaxy or something) or symmetrical floating around (symmetrical composition understand Satan? Left you float a big, right I also float a big, left you float a small, On the right I also float a small one), or like growth in the body around the same (think of the Tree leaf Tree growth), so that design is really a lot can learn from the laws of nature
Tile goods by some law + 4 items
Goods placed to be structured, to patchwork, there are big and small, the left copy, the right side of the product layout, the left background deep, the right background light, this way the proportion of the balance, this is suitable for similar commodity categories, commodity shape rules of the promotional activities
Goods around the center of the main copy of the rules arranged, there are light and heavy rhythm, patchwork
The layout of the upper and lower structure, the goods are placed horizontally, the shape of goods are consistent, there are a lot of small rhythmic, compact frame
The layout of the left and right, the goods placed in a neatly arranged circle, showing some of the details, this is applicable to a wide range of goods, the diversification of the shape of the irregular promotional activities
This form is suitable for any layout, up or down, or left or right, center or not, there is no limit, so your banner exactly what kind, it is necessary to see fate and mood ... (All right, actually depends on what kind of layout your product is suitable for, please check it against)
Spread the whole picture + front and rear view +n multiple products
1. This form and clearance sale This kind of activity is perfect match, it often means cheap, super cheap, the product kind is quite many, often also can amoy to many inexpensive goods (so also don't think this kind of banner very tacky OH)
2. A heap of goods piled up the entire screen, as a colorful background, the copy benefit point plus a pure color base placed on the above (complex background, the future must be clean to highlight the text), the last step, will be discounted information highlighted again, a banner is completed, Do you feel like you're doing a dark dish that resembles a hodgepodge of hot pot? Design and cooking also have the same place, usually think more about watching it.
⑥. Product Part details show
Super Local detail display + 1 items
1. Large local details show (because big cards are so confident ah, I detail good, work good materials, not afraid of you take a magnifying glass to see me, so, some day shout I want to do a big sense of the ads, but, to the goods are shooting quality is very bad, or work very general, really want ...
2. Large area to stay white, screen clean without impurities, the product is the only protagonist
3. In fact, brand logo a little eye-catching point, copy information font is relatively slim, and the size is very small, in the position of supporting role, but because often this kind of advertising large area of white, even if the font is very small very slim visibility is also very high, does not affect the reading
4. Background color is black, white, gray, color is also relatively single, in short, is to high cold and born
5. This form applies to activities in which luxury items are highlighted or digital electronic products, digital electronic products are also like to go this high cold line, because the cold, have forced lattice, let people feel that have it very face, the general merchandise such as clothing has a head, fold, product materials and not high-grade workmanship not exquisite don't try this kind of , because you want to wear a big sense, but your flaws show out, it's counterproductive
⑦. The plane forms a graphical
This is to play composition, look at personal skills, you see his parallel lines, his cutting ratio is beautiful, his background color block color is from the product of color absorption (I think it is nonsense ...) That's right >< but what I'm saying is, if there are circles, rectangles, triangles, don't let them go, because these basic graphs are easy to play with the composition
⑧. Combining the characteristics of the commodity itself
Combined with the characteristics of the product layout + from the Wenan to find inspiration + 2 items
The advertisement is to show how "color" The slipper is, this is the combination of the characteristics of the product itself and the copy to Lenovo to play the imagination, in fact, often this characteristic of more obvious goods is very easy for designers to play, our design is often to find ways to have an association with goods, such as goods are texture, color, texture, Patterns, shapes are the elements we can extract
Umbrellas and boots can do so well-behaved, thump!! is not very like a little fat child is playing an umbrella, good image, have affinity, good like, buy buy buy!!!
So, some of the more flattering products can be placed into such a sell-Meng, get the user goodwill, and then ... Make you want to buy buy buy!!!
Summary: The product typesetting play turn, distance to the peak of life is not far away (do you believe it?) A lot of other information is just incidentally, to talk too much, for the time being Chiang these.
To be an electric dealer is to sell goods. Therefore, the main design needs are mainly products, so we can according to the color of the product and operating requirements of the style of the 2 aspects to color, with a word to explain is: the color of the product as the basis (base), operating requirements for the direction (target). The final picture effect matches the tone of the operating requirements.
How to choose color? can be directly from the product map to color, this method many have done a period of time design work of children's shoes will be their own understanding, in some design books are invariably mentioned. Because the color selected from the product can be very good with the product hue echoes, visually can be interrelated. Is the simplest method of color selection.
Products: men's shirts. Key words: fashion, the trend of handsome, active. Copy: Fashion fashion, summer 80 percent online.
The following color schemes are primarily based on blue (the clothes on the mannequin) and then spread around the blue.
4.1.6 Dark hue + high purity
Japanese designers used to color the color of the proposed proportion of the principle of 70%,25% and 5% of the color ratio, where the background for a large area of the use of the background, we can from the above poster of their own analysis, which is the main color, which is the auxiliary color, which is the accent color.
5.1 Basic Application of font
5.2 Advanced use of fonts:
Keywords: coarse, large, conspicuous, tilt, text deformation, etc., such as "word-forming workshop force Black" and so on
Key words: Slender, small, graceful, neat
Generally use strokes fine font, the size is also relatively small, more in English collocation, more fashionable.
5.2.7 literature, Famous Clan Wind
Key words: slender, graceful, retro, etc.
Generally used strokes of the fine font, such as: song, etc., the font size is relatively small or brush font (for the title), and often used vertical typesetting.
6. Small element rendering
Four. The audit standard of the drilling exhibition chart
According to the position, size and other information to take appropriate layout and expression, fit the drill show position of the size characteristics.
Often see a number of drill show pictures, or a lot of content, information is very large, but people do not feel the mind, do not know what the main complaint to seek points is, or creative unrestrained, unintelligible. Drill Show pictures need to be in a limited space and time, quickly attract customers ' interest and make them click, clear and Clear theme is the first requirement of the success of the picture.
How to make the design of the drill map theme clear? First of all, the proposal and the design needs of the people to fully communicate, in the clear promotion of the theme after the design, and secondly, the concept of drilling show pictures must be emphasized on the premise of their own theme to design. Finally, the internal test, that is, in the interior of the design of a good picture, see if members of the team can pass the design of the picture to confirm the drill show theme, in addition, the main title of the drilling exhibition as far as possible control within 6 words, tight consumer demand, speak vernacular, straight hit the key, can perceive impress users, a listen to understand.
Drill show pictures are structured and level, different layout presents a different visual focus, if the visual focus is not uniform or the layout is not ideal, it is easy to form information disorder, resulting in the original should focus on the elements of the present is ignored by the customer results. The most common problem of picture layout is two, one is the information scattered, the designer tries to divide the information points to the whole diamond exhibition, and the other is the lack of grasping the user's realization ability. So how to make the design layout of drill show picture more reasonable?
3.1 Copy arrangement is more neat, the more convenient to read.
3.2 To be based on the user's reading habits of typesetting, the content classification, you can try the word, diagram separation of the design method. The user follows from left to right, from top to bottom, Piontes the order of the text.
3.3 Good drill show picture layout should follow two simple laws: one is appropriate to leave white. The second is to adopt the Golden Division method.
3.4 According to the characteristics of goods, activities, users of the characteristics of the crowd, rendering suitable for the theme of the tension of the picture atmosphere.
3.5 Shades of not more than three, gray, pure contrast balance.
3.6 text collocation, balance proportion, reasonable control picture center of gravity, visual flat line and vision proportion.
Well, the above information is small set to you photoshop this software users brought to the detailed production of Taobao drilling exhibition banner design experience sharing all the content, you see here the users of Photoshop software, Small series believe that you are now very clear, I hope that the content of the small part of the above share can give users to bring useful help.
