Search for design targets

 

Search for design targets

 

Since the Beijing Olympics and the Shanghai World Expo have opened a public collection of logos for all people, we can see that there are only a few people in China who have become designers and creative people! Enthusiasm is high, and the situation is very good! -- People from all over the country are designers. The creative community regards us as a monkey show! It's not that monkeys have to play monkey games. It's ridiculous! Sad!

For web design, why is design and creativity? This is an urgent issue to be discussed! Many professional designers seem to have a similar depressing experience: Some entrepreneurs, leaders, officials, and even "design experts" who do not understand website design like to treat themselves as designers and treat professionals as tools! A team or a single design or creative person tries their best to design a solution that killed millions of brain cells, and finally submits the solution to the Authority for review. The Authority usually takes a left view of the Right view, put down a few words: This is not easy to see, where the color is not correct... he ruled on the fate of these solutions! Since then, it has become popular: to give customers a click, the designer wants to die n brain cells. Of course, there are communication problems. Some well-known designs in Hong Kong, creative people insist on communicating only with those in authority for the same reason.

 

I usually say this to my colleagues: to do a good job in Shenzhen website design, the first battle is communication, which is both the purpose of design and creativity. Communication between design, creative people and customers; communication between design, creative solutions and target consumer groups! This is an interactive relationship: the communication between design, creative people and customers is not smooth, and the solution will be aborted or tortuous, and finally the results of design and creative people are called geeks; it is difficult to resonate with design, creative solutions, and target consumer groups or to communicate with each other. The customer's money will be squandered, and the design, Creative Personnel, customers, and target consumer groups will be a communities of interest.

 

In the interests of the three, design and creative people usually accuse customers of being arrogant and rights-oriented. What customers feel is that design and creative people like to treat themselves as artists and cannot achieve commercial purposes; this has led to the fact that design and creative people in China prefer to use commercial design and art design words to differentiate their creations. In fact, such problems do not exist in developed countries, it is not necessary for us to discuss the ignorance of design and creative people, advertiser, a few decades ago, wrote a classic story in "The self-white of An Advertiser" that a group of bad advertisers now treat themselves as artists, "(This sentence is indeed a classic story, just like a Chinese saying .). On the contrary, Chinese customers still have a severe aesthetic feeling of rights, and a considerable number of customers cannot communicate better. Maybe it is because of the success in some aspects that some people think that the result is omnipotent.

 

 

 

Next we will look at a simple example to illustrate other things.

 

A beautiful dress (whether recognized as beautiful or not) is intended for the ABC:

 

A is very suitable for wearing (the proper size, with A's body)

 

B is ugly (Wrong size, not suitable for B's body)

 

C. Don't wear it. (The size is good, but the temperament is not good)

 

Through the previous example, we should understand that the key issue of design and creativity results is whether it is suitable for itself. There is no standard for beauty or beauty, but there is a standard for measuring whether it is suitable or not. Where is the standard? Target group! When talking about the "target group" issue, we have to admit that there are many design and creative people in China who prefer to build cars behind closed doors, and their self-built solutions are unparalleled, this directly leads to the failure of the enterprise brand in the Process of visual design and creative communication, or the failure to implement the solution during actual application and operation. For example, a Sichuan Real Estate Company entered the liquor market in the past few years. Mu Minghua spent huge sums of money to find a master designer in Hong Kong to design his wine bottle styling and packaging. The master designer did not talk about it after receiving a deposit, I don't know about the market, so I started to build bottles in closed doors. After a few months, I handed in samples. Poor real estate companies searched almost all domestic wine bottle proofing companies for the solution: No proofing was available. After that, I had to follow the designer's advice and make a sample in Japan. The sample was made in Japan and production was still unavailable in China. Do I have to go to Japan for production? At this moment, real estate companies are already difficult to ride, and will not be put into production? The design fee proofing fee has already exceeded millions of items, and the company has been making small batches in Japan. It is helpless to go through the high-end liquor market and start to explore the market, the wine bottles designed by these masters cannot be displayed at the wine counters in the mall. Unless they are specially made and placed at the counters, the real estate enterprises are forced to give up the idea of entering the liquor market after the investment of 6 millions or 7 millions yuan.

 

From this example, we can see that many enterprises are blind in looking for design and creative companies. Looking back, we talked about the "Beauty and fit" topic. Looking for a design company, enterprises also need to see whether it is suitable. Not a designer or creative company can provide services suitable for their own brands, ye maozhong, a senior domestic advertiser, joked: a company with a budget of 3 million yuan for creative agency came to Omei. He was treated as a small customer in Omei, and it didn't matter whether Omei received or not, if the company uses 3 million yuan to find a design or creative company that is relatively suitable for its own value, they will try their best to serve the company, and the effect will be very different! We can easily see that no matter whether an enterprise chooses a design, creative organization, or a design or creative organization to create customers' works, we should rationally avoid the "Beauty and beauty" of design and creativity, the key to Personal Aesthetic Interests and blind worship is whether or not they are suitable for the enterprise itself? Suitable for target consumer group ......

I am a website designer and have been in this industry for several years. Now I am a design director at another Shenzhen website production company, the above is my personal opinion on Shenzhen website design. I hope you can communicate and learn more.