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户外广告大牌在制作时的注意事项与要求有哪些

户外广告大牌在制作时的注意事项与要求有哪些

发布日期:2017-08-29 作者: 点击:

户外(wai)(wai)广(guang)告(gao)是(shi)指在(zai)(zai)户外(wai)(wai)或露天的(de)(de)公(gong)共场所向观众展示信(xin)息的(de)(de)广(guang)告(gao)物体(ti)。我们(men)日常生(sheng)活中常见的(de)(de)户外(wai)(wai)广(guang)告(gao)一(yi)(yi)般为长(zhang)方形(xing)、方形(xing),根据具体(ti)环境而定在(zai)(zai)户外(wai)(wai)广(guang)告(gao)设计时,要使背景与户外(wai)(wai)广(guang)告(gao)外(wai)(wai)形(xing)协(xie)(xie)调,产生(sheng)视(shi)觉美感。在(zai)(zai)形(xing)状上(shang)不(bu)必强求(qiu)统一(yi)(yi),可以(yi)多样化(hua),可根据环境情(qing)况和实际(ji)空间而定大(da)小。例如意大(da)利(li)的(de)(de)路(lu)牌不(bu)是(shi)很大(da),与其古老的(de)(de)街道相统一(yi)(yi),十分(fen)协(xie)(xie)调。户外(wai)(wai)广(guang)告(gao)要着重(zhong)创(chuang)造良好的(de)(de)注(zhu)视(shi)效(xiao)果,因为广(guang)告(gao)成功的(de)(de)基础来自注(zhu)视(shi)的(de)(de)接触效(xiao)果。

户外广告大牌展现的对象是(shi)动态(tai)中的行人,行人通过可视的广告形象来(lai)接(jie)受(shou)商品信息,所以户外(wai)广告设(she)计(ji)要统盘考(kao)(kao)虑(lv)距离、视角、环境三个因素。还有(you)需要注意的是(shi)整体(ti)的色彩设(she)计(ji)在户外(wai)广告的设(she)计(ji)中,应注重对比较强、纯度(du)较高、整体(ti)性较好(hao)。同(tong)时也要考(kao)(kao)虑(lv)画面(mian)(mian)的色彩与周围环境的关系,以加强广告版(ban)面(mian)(mian)的整体(ti)视觉效果。

使受众看清楚它(ta)的(de)(de)(de)(de)外(wai)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)和内(nei)在(zai)(zai)功能特点。因此(ci)在(zai)(zai)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)设(she)(she)计(ji)(ji)时(shi)要(yao)(yao)力求简洁醒目。图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)一般应(ying)放(fang)在(zai)(zai)视(shi)觉中(zhong)心位置,这样(yang)能有(you)效地(di)抓(zhua)住观者视(shi)线,引导他们(men)进一步(bu)阅读广(guang)(guang)(guang)告(gao)文案,激发共鸣(ming)。除了图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)设(she)(she)计(ji)(ji)以外(wai),另(ling)外(wai)还要(yao)(yao)配以生动(dong)的(de)(de)(de)(de)文案设(she)(she)计(ji)(ji),这样(yang)才能体现(xian)(xian)出(chu)户外(wai)广(guang)(guang)(guang)告(gao)的(de)(de)(de)(de)真实性(xing)(xing)、传播性(xing)(xing)、说服性(xing)(xing)和鼓(gu)动(dong)性(xing)(xing)的(de)(de)(de)(de)特点。合理的(de)(de)(de)(de)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)与文案设(she)(she)计(ji)(ji)应(ying)当遵循图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)设(she)(she)计(ji)(ji)的(de)(de)(de)(de)美(mei)学原则(ze)。 图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)是(shi)(shi)Z能吸引人们(men)的(de)(de)(de)(de)注意力,所以图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)设(she)(she)计(ji)(ji)在(zai)(zai)户外(wai)广(guang)(guang)(guang)告(gao)设(she)(she)计(ji)(ji)中(zhong)尤(you)其(qi)重要(yao)(yao)。图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)可(ke)分广(guang)(guang)(guang)告(gao)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)与产品(pin)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)两种形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)态。广(guang)(guang)(guang)告(gao)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)是(shi)(shi)指与广(guang)(guang)(guang)告(gao)主(zhu)题(ti)相关(guan)的(de)(de)(de)(de)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)(人物、动(dong)物、植物、器(qi)具、环境等),产品(pin)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing)则(ze)是(shi)(shi)指要(yao)(yao)推销和介绍的(de)(de)(de)(de)商(shang)(shang)品(pin)图(tu)形(xing)(xing)(xing)(xing)(xing)(xing)(xing)(xing),为的(de)(de)(de)(de)是(shi)(shi)重现(xian)(xian)商(shang)(shang)品(pin)的(de)(de)(de)(de)面貌风采。

户外广告大牌

简(jian)洁性(xing)是(shi)户外广告设(she)(she)计中的(de)(de)(de)(de)一(yi)个重要(yao)原则,整个画(hua)(hua)面乃(nai)至整个设(she)(she)施都应尽可(ke)能简(jian)洁,设(she)(she)计时要(yao)独具匠心,始终坚持(chi)在少而精(jing)的(de)(de)(de)(de)原则下去冥思苦想(xiang),力图给观(guan)众留有充(chong)分的(de)(de)(de)(de)想(xiang)象(xiang)余地。要(yao)知道消费(fei)者(zhe)对广告宣传的(de)(de)(de)(de)注意值(zhi)与画(hua)(hua)面上信息(xi)量的(de)(de)(de)(de)多少成反(fan)比(bi)。画(hua)(hua)面形象(xiang)越繁杂,给观(guan)众的(de)(de)(de)(de)感觉越紊乱;画(hua)(hua)面越单纯,消费(fei)者(zhe)的(de)(de)(de)(de)注意值(zhi)也就越高。这正是(shi)简(jian)洁性(xing)的(de)(de)(de)(de)有效作(zuo)用。

广告文(wen)案在(zai)户外广告中的(de)(de)地位十(shi)分(fen)显著,一篇(pian)好的(de)(de)文(wen)案能(neng)(neng)起到(dao)画龙点睛的(de)(de)作用。它的(de)(de)设(she)计(ji)完全不同于报纸、杂(za)志等(deng)媒体(ti)的(de)(de)广告文(wen)案设(she)计(ji),因(yin)为人(ren)们在(zai)流动状态中不可(ke)能(neng)(neng)有更(geng)多时间阅(yue)读(du),所以(yi)户外广告文(wen)案力(li)求(qiu)简洁(jie)有力(li),一般(ban)都是(shi)以(yi)一句话(主题(ti)(ti)语(yu))醒(xing)目地提醒(xing)受众(zhong),再附上简短有力(li)的(de)(de)几句随文(wen)说明即(ji)可(ke)。主题(ti)(ti)语(yu)设(she)计(ji)一般(ban)不要超过十(shi)个(ge)字,以(yi)七(qi)八字为佳,否(fou)则阅(yue)读(du)效果会相对降低。一般(ban)文(wen)案内容分(fen)为标题(ti)(ti)、正(zheng)文(wen)、广告语(yu)、随文(wen)等(deng)几个(ge)部分(fen)。要尽力(li)做到(dao)言简意赅、以(yi)一当(dang)十(shi)、惜字如金、反复推敲、易(yi)读(du)易(yi)记、风趣幽默、有号(hao)召力(li),这样(yang)才能(neng)(neng)使户外广告富有感染力(li)和生命力(li)。 

另外,户(hu)外广(guang)告(gao)不仅(jin)需(xu)要(yao)外表美丽(li)还(hai)需(xu)要(yao)实际耐用,还(hai)要(yao)注(zhu)意一些技术(shu)标准。在(zai)后期喷绘中也应注(zhu)意色彩的输(shu)出(chu)要(yao)求,还(hai)要(yao)要(yao)考虑到(dao)防雨(yu)、防晒、维修、等(deng)需(xu)要(yao)。户(hu)外广(guang)告(gao)设(she)计的制作还(hai)要(yao)符合工程技术(shu)标准,建议邀请专业广(guang)告(gao)公司进行结构设(she)计与施工。

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