Kaopu creative!

Most recently, we found portal websites as offline portals for mobile clients. Most of the products are online products, and the product advertising has always been based on image display. Consumers' intuitive perception of NetEase through advertisements is always A sense of science and technology, a strong technical background to support the image, on the contrary whether the advertising can bring more psychological touch and appeal to consumers is debatable, on the contrary, with the consumer screen to maintain the distance. In the product of the homogenization of the competition, how to distinguish between the differences and advantages with competitors, how to make the target user can think of your product the first time, in advertising creative we have to consider the vital interests of consumers.
Creative attitude

The first attitude: to meet the demand side - this is not wrong, but if it is to complete the task quickly, to complete the task, in order to meet the demand side to meet the editor's preferences, it owes consideration.

The second attitude: to meet their own desire to express. Because as a designer, sometimes you will have a lot of ideas to apply to the design, because of these self-desires, so we are often covered in the eyes, the basic attempt to ignore.

The third: to meet the needs of consumers. This is the attitude that can really make effective advertising.

Most of the promotional materials online are presented in the intuitive style of the product. The information given to the users is straightforward, and we directly engage the user with beautiful and colorful visual effects and text messages.

However, because the offline advertising image is hosted on different media forms, the brains of the target users are subject to cognitive filtering before they can form online clicks, so a process is added here, in which the target consumers digest the information content process. Therefore, we can not use the online advertising as it is, and consumers need to accept this information to try. The creative task is to allow consumers to accept advertising information.

What kind of creative ideas can consumers try? Before the idea of ​​a product must have a detailed understanding, and to understand the product's brand positioning concept.

About brand positioning

Brand positioning is a way an organization wants consumers to feel, think and feel their brand differently from their competitors. Is the business in the market positioning and product positioning based on the brand in the cultural orientation and personality differences in commercial decision-making.

Why brand positioning?

In fact, very simple, as summer is coming, thirsty, and some people will think of Coca-Cola directly, the purpose of brand positioning is very clear, that is, when consumers have a certain demand, we will first think of a brand, that is For their own brand in the market to establish a clear, different from competitors, in line with consumer needs image. Its purpose is to occupy a favorable position in the minds of potential consumers.

Brand positioning method?

To occupy a position in the minds of consumers, we must meet a problem: consumers will ask me what is the matter?

Therefore, the brand positioning must be based on the consumer point of view, of course, must also have factual support to be credible. Therefore, brand positioning must be the product of the actual characteristics of the support.

Another complete positioning, in addition to including the tangible characteristics of the product, but also include the real needs of consumers.

So consider the real needs of the target consumer. We can make use of consumer behavior surveys to understand the lifestyle or psychological aspects of the target audience and what kind of value satisfaction we expect from the brand. In order to find the product for positioning, and consumer psychology, the symbolic point of interest.

Find the benefits of brand positioning point. You can find some inspiration through the four questions in the district,

a. product type

b. advantages and benefits must be brought to the consumer benefits, affordable.

For example, toothpaste products, consumers are most concerned about the benefits

Economy: affordable

Beauty: Teeth whitening

Taste: Brush your personal feelings

Health: anti-tooth decay, in addition to tone

The most concerned about the different factors, but also represents a different consumer groups.

This is a black toothpaste in Taiwan, a print ads, but also a more classic case of advertising. Unlike black, Colgate, Crest and other brands, compared to the latter's product line is more abundant. Negroes are positioned in healthy teeth and bring fresh breath and confidence. To taste fresh as the positioning point.

This ad manifestation of the use of literary language (Midsimal to go for a ride, clouds of clouds in the sky, so pure and fresh, which is the feeling of black toothpaste) and the picture with the rendering of the atmosphere and artistic conception.

In addition, consumers do not only meet the basic needs, but also include the symbolic meaning of the brand. In many cases, consumers choose based on the self-image consistent product, they fall in love with, support and follow the product that can strengthen their self-image. As a result, some companies create a "personality" for the product / brand. In the high analogy of products, product positioning is difficult to make a clear distinction, the brand personality becomes very powerful. This type of clothing brand most common:

c. use form

d. Price quality is best not to use cheap to do positioning, once the consumer identified your image, it may be the judge will always be the standard. Or you can put it another way - value for money.

3. For whom?

That the breakdown of consumer groups, you can distinguish from the following four points

Demographic characteristics: age, gender, income, education level, income, location

Behavior characteristics: usage, usage, usage time ...

Desire characteristics: what problems need to be solved, what troubles ...

Psychological characteristics: personality, lifestyle / style, social class, hobbies ...

4. Why choose me?

In other words, I have something special for you. This is a more aggressive strategy to name oneself by giving a special concept of brand or product character that opens the door to competitors. For example shampoo contains vitamin B5, milk powder containing DHA and so on.

Understand the brand positioning and its development can help us more accurately enter the idea stage, if the product side can not provide detailed precise brand positioning (or not), the easiest way is to try to communicate with the demand side to understand these four issues , I think it is possible to prevent directional errors, to avoid detours, in the detailed understanding of the creative design into the design stage.

Positioning - Propaganda Program - Creative Performance - Execution

Creative way of thinking

1. Learn how to respect consumers

Consumers have their own habits, people will act according to their own habits: such as text reading habits, visual habits, ways of receiving information ... ... We can fully understand the basis of - to meet and guide Or even challenge.

2. Think with common sense

A: You want people to see clearly!

Two: You have to make people understand!

Different media, to attract consumers to stop and stay in different time, usually need to be able to read in the shortest time you want to show meaning. That does not require any text to express clearly. Adwords in the quote: simple to stupid

Creative expression skills

1. Visual focus, let consumers see what you want to say.

Just as the focus of photography when taking pictures, the focus of the picture can be highlighted by the area, location, color, density, contrast between the static and dynamic or add some auxiliary graphics to guide the consumer's attention.

2. Visual processes, visual processes is the consumer's habit of reading ads, the order of reading representatives of consumers to accept the steps and time of advertising. You need to know clearly which part was first seen and secondly? third? Ads must also have some kind of intellectual statement.

3. picture of the sense of participation

4 screen elements do not be too much

5. The picture color is not too much, the font is not too much

6.

Try to avoid fonts on the font to stretch the strokes, connected to simple methods such as handling. Variant should be adapted to the tone of the ad itself, if you need to design the font, should be from the font structure, style considerations. On the map, compared to the right of the font is much more comfortable, with the product's tonal more suitable.

7. Light guide, the use of the screen as the light of the way you can first enhance the sense of space, rendering atmosphere. In addition you can lead the consumer's visual focus, let it be more careful observation of the light of the key content.

8. Visual grouping, visual grouping in the information more, relative and can not be omitted or multi-faceted but not uniform content of the majority of advertising. As the most common is real estate ads. In the face of the orderly segmentation also need to follow the principle of visual flow clever combination of organization.

Using techniques can help us to express concepts faster and more completely, and to show results, but sometimes we do not get into "tricked" misunderstandings.

The above is a problem I found in the work and we share a simple exchange, as a designer, although we are not marketing professional, but the design industry must have a necessary contact with us, if we can learn more about and deepen Exploring the Origin of the Work Objectives. Believe that the use of design experience and skills, our work is able to bring product sales stimulus, let us work towards this goal!

Source: http://uedc.163.com/6040.html