The Secret of the QQ music industry's first "big coffee pack" behind the design process

Editor's note: Want to see how Tencent's senior designers work? Take a look at today's revelation!@ Tencent Isux in this article to share the whole design behind the thinking process, small to an operating copy, large to each theme design ideas, full of dry goods, to help designers break through the art of thinking, To be a truly professional designer.

Note: This article is designed to share, not soft text.

　　The QQ music star Big Coffee dress finally comes!

QQ Music 5 debut Black Mode, is the first step of personalized QQ music. Since the release of the user's affirmation and love let us unswervingly want to continue to explore the possibility of personalized music. Music is more than a melody, users do not have unique personality, QQ music can have all kinds of colors.

QQ Music version 5.5 in order to capture the psychology of fans, with the help of star effect, the industry for the first time for hardcore powder and Yan control fans to launch the theme of star personality-Big coffee outfit! vows to tilt the entire music market, highlighting the colorful music personality.

Yan control, do not say anything not to be afraid! Forward high flow warning, please play flash blind eyes!

Tencent Video Address: http://v.qq.com

　　Big Coffee, set personality

At the beginning of the design, we define which pages need and be personalized to start with, the combination of personalized and functional operation, to avoid simple visual decoration, without damaging the basic experience of the premise of shaping the integrated personality theme.

We extract the most distinctive star brand symbols, design a common and a sense of the background of the page, set the tone to ensure consistency and continuity of the page experience.

From the high exposure, we selected the most commonly used "My Music" six function entrance, with a concise and clear image to enable users to quickly identify the star's brand symbols.

We created a relationship between the fans and the stars, and the personal homepage and the header area of my favorite asset page did a lot of space to capture the fans ' infatuation.

We at the same time to maximize the personality to consider the theme of the implementation of efficient and convenient--9 Figure 1 theme! Each set of themes from the background to the icon design, just 9 pictures to complete the theme dress up, the global theme color, lines, color block, text to achieve a flexible code settings, subject package size are controlled between the 0.2~2m. 5 Seconds to complete the theme switch!

　　Take the Michael Jackson theme as an example

Six entrance personalized design + a space global background + [personal homepage] [I like] personality head map, that is, a complete set of themes!

　　Big curry, grasping characteristics

Each star has its own unique brand symbol, how to excavate the star's brand symbol and use it can be from the following 3 angles.

　　1. Grasp the intrinsic characteristics and convert to the core graphic elements

Includes character or musical characteristics. For example, Eason's funny expression and exaggerated costume modelling, Deng Zi's music masterpiece and other characteristics can be extracted and processed, familiar with the symbolic graphics elements can quickly capture the eyes of fans users.

　　2. Recent developments, create the necessary topic

Includes music dynamics or lace dynamics. For example, the use of Jay Chou wedding hot event can greatly improve the theme of the brand, in order to spread and publicity.

　　3. Looking for star impression, moving target fans

Listen to the voice of fans, painting star impression, can better impress the user. For example, the Tfboys in the heart of the mother powder is like the pure flawless sea, then blue becomes the primary color of choice.

In accordance with the above methods, we launched the first wave of BigBang, Jay Chou, Eason Chan, Taylor Swift, JJ Lin, Deng Zi, tfboys,mj and other star personality theme. Next we will tell you each individual star personality theme of Creative thinking.

　　BigBang

BigBang, the background of the BigBang the latest album "MADE" in the "M", the personal home page is selected a unique oblique-cut structure of the photos. The six function icons correspond to the 5 member images in the album. Visually, according to the distinctive characteristics of BigBang style, shading using a personality trend of the metal texture and Liao Liao Mars as a foil; in the function icon processing, with splash brush foil character. In the font, remove the decorative line structure, so that the edge of the stroke sharper, add cutting texture, make it more powerful sense.

　　Taylor Swift

Mildew Theme from her latest album single "Bad Blood" in the MV role modeling to get inspiration, mold mold cool high-definition photo as a background throughout the theme of each page, so that you can always face the goddess face-to-face contact, at the same time, home entrance icon supplemented with mold-specific fonts.

　　Tfboys

Tfboys theme for the latest main song "Pet" modelling, clear sky blue for the keynote, highlighting the youth filled with relaxed cheerful picture, with colorful color block for DNA synthesis t.f.b and throughout the theme keynote. At the same time, also fused some special meaning elements, such as four Yesha/thousand paper cranes/notes, fans can quickly find a sense of familiarity.

Jay Chou's theme, choose Jay Chou's latest album "Shoes Oversize" in the week Dong piano poster as a background map, six function icons are from the previous album of Jay Chou elements;

Eason Chan has always been exaggerated, witty, humorous, lovely expression and exaggerated costumes appear in its album photo, in the latest album is particularly obvious. This is also its remarkable visual symbol;

Deng Zi, the name of the "purple" character is very suitable for the dream of purple tone. Design inspired by the gem of the famous song "Bubble", surrounded by a colorful bubble, turned into a beautiful mermaid princess. Icon Design mainly selected gem Classic modelling, of course, fans are familiar with the "goldfish";

JJ Lin in its new album "New Earth Genesis" and concert "Time line Timeline", the sci-fi elements into the music, brought us a new audio-visual feeling. This time the JJ theme skin, also continued his music in the use of science fiction theme, with a sense of science and technology of light and shade as a design element;

Lou as the representative of the new generation youth idol, fashion is his icon, but saw him in the "Honey" MV performance, will find Sohe he has a clean and clear warm feeling, so this set of theme design to "Sweet" as inspiration, and strive to show Lou youth, warm, pure romantic feelings.

　　Big-dress, get the hype.

A knowledgeable person needs appropriate makeup to lift the gas field, a powerful function requires proper packaging and strong publicity to better reflect its value. Big CAF Booking promotional activities on the line 3 days after the total number of votes 500w+, the actual number of participants more than 92W proud of the results, this is very high investment degree of packaging operation planning is inseparable.

　　1. Design brand slogan, prepare for brand promotion

In this era of increasingly entertainment and ridicule of the language, the design of the beginning of our hope to use the current network words or popular tone to close to the user's life, enhance the brand slogan of the infection. Use catchy and appealing phrases to convey the gist of a musical attitude in the form of a manifesto.

So we have the first version of the brand slogan: Personality theme, dead strength outfit!

But then we found that this very inflammatory buzzword did not highlight the core features of the personality theme--the star! This kind of failure to accurately convey the features of the slogan can only be angry! So we combine the star characteristics, retain the "loaded" the verb of the confident and self-confident tone, with our second edition brand name-"Big Coffee Pack", Using nouns to shape a complete and accurate brand memory point. followed by the design of a more catchy brand slogan "Big coffee, add star makeup", noun phrases combined with verb slogans, to meet the needs of the propaganda scene. Subsequently, in order to cooperate with the operation activities, we also designed a series of paging slogan:

"Big coffee suit, and Jay is unbeatable.

Big Coffee, pack BigBang lead the trend

Big Coffee, pack tfboys to youth set sail "

In the expression of music attitude and star impression at the same time repeatedly repeated brand name, deepen user memory, let the brand deeply rooted.

　　2. Vote to gain popularity

Warm-up activities 1 to support your idol, to see who's calling high for the theme, so that users vote to support the likes of stars to win free trial, a huge fan war is poised to be ready.

　　3. Flirt with fans and spread

Warm-up activities in the second half of the 1 period as planned in the part of the star tribe luring fans, first selected real-time ranked first mildew and the potential of the larger BigBang, Tfboys. The use of natural comparisons of fans to detonate a new round of fan wars.

　　4. Deep tease, exposure video

In the fan wars in full swing, gradually exposure video clips, a moment can not relax to greet users, for the online campaign!

5. Promotional video of the careful production of greatly enhanced the quality of the large coffee-making and publicity efforts

　　Video of Big Coffee pack

The role of the video is to let the theme of the plane for the first time users see a more profound impression. How to make the design figure plump three-dimensional up, how to let the individual elements and rich star visual resources to establish contact, how to make static flat draft space and dynamic, is the main problem to be solved this video.

Tencent Video Address: http://v.qq.com/page/u/i/p/u01611av2ip.html

　　Video Sub-Mirror

Before making, the whole video display structure and the picture presentation of a single part are first confirmed by the mirror.

(Partial reference chart)

(Final flat-panel mirror)

　　Sound production

Music is the complete music purchased on the Adiojungle, with the rhythm to do the whole animation clips.

In order to introduce pictures and themes, the opening section recorded the output of "wanna something Special" with the help of KK and Ivy. A female voice, so that the entire video audio rendering more rich.

　　Big coffee, Tim Star Makeup

Big Coffee dress for QQ music personalized take an important step to explore more music temperament and user value of the possibility of collision QQ Music 5.5 from the appointment to the online only a week, get the user's strong feedback, and want to release more star theme. For the user demand QQ music has opened to the star theme demand statistics, QQ music fans of the era of official arrival!