Copy: In fact, I professional organization graphic

Most of my strength is in the relationship between the graphic and the organization

A print ad is a picture,

A TV ad is a moving picture,

A radio advertisement is a picture to listen to.

Web ads are clickable, controlled graphs.

Print ads do not sound, for our eyes, it is a picture.

By analogy, advertising is about creating an image that facilitates the transmission of information.

The composition of this "image",

Not only "picture, color, tone, people, products",

Also includes "copywriting, layout, trademarks" and so on.

It is no exaggeration to say that even every punctuation on the screen will affect the meaning you express.

Look, this is four different brands, different purposes of real estate advertising, showing a very different four kinds of feeling.

Humanities, low-key image of the manuscript, and enthusiasm, the shiny promotional draft, each has its own value.

As a copywriter, or as a master of creative work, you should know what kind of tune you want before you create it.

On the surface, different elements convey different information, but when they are grouped together to form the entire layout, a "bureau" is formed. To the reader, it may be a specific, brand-transmitted feeling, atmosphere or aura. This "feeling" needs to look comfortable for the reader to spend more time in depth reading. So, from the beginning, you have to take the eyes of the reader as your own responsibility.

In this copy of the territory, tell a bunch of how to do the picture of the truth, will not be a bit irrelevant?

But practice tells us, want to from copy rookie grow up as creative director, visual part of the control ability absolutely indispensable.

My old club, the founder of Ogilvy David, had to go beyond the height of the writing, wrote "graphic advertising implementation Skills", once brought me great help. And today, I would like to bring up the previous, combined with my new media advertising era of some of the superficial implementation experience, to help you from the text, layout, pictures of these three parts, a detailed explanation.

Text parts: Font, fonts, font size, characters, numbers, letters, colors, paragraphs of the division, will highlight the meaning of the word itself.

Layout section: Dense and sparse, large and small, different proportions and structure, will guide readers to read the view.

Part of the picture: realism, fiction, photography, hand-painting, a sense of the future, a sense of history, will convey the products want to convey the different style.

Learn the ambiguous relationship between the title and the image from the prize works:

Relationship One: Only images, no text-case: Mercedes-Benz SLK "Brake marks"

This once in Cannes won the gold medal of graphic advertising works, so many people are surprised, can not understand.

I think, it is actually a lantern riddle: "Riddle" is "brake mark" (screen), "Mystery" is "new Mercedes-Benz SLK convertible style of stunning", and the middle of the logic is "everyone look at the appearance of its competing brakes." Not a word, only by virtue of a picture like a riddle, play the role of the reader, so that readers in the puzzle at the same time, the bottom right of the logo (brand) left a deep impression.

Relationship two: Only text, no images-case: The Economist magazine ad

"I never read The economist," he said. --Management trainee, 42 years old.

Look at this one, and its main headline has created a contrast with the reader's perception--no? The Economist magazine actually said in his own advertisement, "I never read this magazine," the reader is interested to read, to the inscription, only to know that "the original said that the guy was 42 years old intern", see, this is not read The Economist "The end!" Some people ask, the creation of such an advertisement, and then with a middle-aged monster of the figure, is not more image, more impact? Friend, have you heard the idiom "superfluous"?

So you can use words to say things clearly, or do not use the picture.

Article Author: @ Le Chien-crazy/Add Creative Workshop Founder | Creative Public Class Trainer | Author of the Words of advertising copy

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