Summary: With the accelerating pace of China's market economy, it is bound to affect the survival and development of enterprises. In addition to improving their own internal management mechanisms and product quality, enterprises often resort to outdoor advertising, which promotes product promotion and corporate image promotion. This is because advertising, especially outdoor advertising design, has clear goals and strong targeting. Where outdoor advertising also appears accordingly, so that companies can increase their effectiveness.
Keywords: positioning, innovation, goals, environment, exploration
The design orientation of outdoor advertising is to make a scientific pre-analysis of the products, consumer objects, and corporate culture concepts advertised by the advertising. It is an exploration of consumers' consumer demand, consumer psychology and many other areas. It is part of the marketing strategy. The positioning of advertising design is also the result of the positioning of product attributes. Without accurate positioning, it is impossible to form a complete framework for advertising.
The development of outdoor advertising has become an important part of the operation of the media portfolio when the company publishes advertisements. Although it cannot directly enter millions of households like television, Internet, and newspapers, its influence must not be ignored, and outdoor advertising has the power to spread. The strong and low cost features help open up the market and increase the visibility of the company. The expectations of advertisers for outdoor advertising transmission rates are constantly rising, and various types of high-tech products and methods are widely used in outdoor advertising; billboard advertisements, pop advertisements, window advertisements, electronic curtain walls, and vehicle and ship (body) advertisements are all in different forms. Remarkable; a successful outdoor advertising is a model of cooperation between advertisers and advertising companies. An accurate position should be explored from four aspects.
First, consumer positioning
1, consumer group positioning
The release of outdoor advertisements is often concentrated in a certain consumer group's relatively concentrated location. It is necessary to understand the aesthetic, age stratification, and consumption level of consumer groups, and to study the psychological needs and visual perceptions of the information audience. Among the consumer groups, young people usually walk in the forefront of consumer fashion. Take the outdoor advertising design as an example: It is located in Wangfujing Street in Beijing, (here is a commercial street that represents the current Chinese consumer fashion). The products are sports shoes. Consumers are young people. The design of the advertisement screen adopts the film and television static performance. The screen adopts three relatively independent and integrated forms of composition. The content is full of youth, passion, vitality and movement, the screen is summarized, the image is prominent, and the information is transmitted. Accurately, the foot part is used as the main body of the content, focusing on portrayal, the use of noble, elegant and dynamic blue-gray tone, the entire content from the tone to the screen image full of youthful atmosphere. This successful outdoor advertising design involves advertising planners and designers working with advertisers to conduct serious research and analysis in the early stage of advertising, finding the psychological needs to satisfy youth's color and graphic preferences, and arousing their resonance with advertising content. Their desire to purchase serves the purpose of promoting products.
2, consumption trends
A successful design work should reflect a certain degree of culture. Many successful outdoor advertising designs are derived from a clear understanding of cultural connotations, actively guiding a healthy and progressive concept of consumption, the concept of lacking connotation, advocating money worship, and luxury living, misleading consumption and correct value orientation. Advertising should not blindly follow the advertiser’s functional performance, but should actively guide advertisers to use cultural connotation rather than pure functionality to promote their own products. In the modern era, our outdoor advertising is the carrier of culture. It should reflect the positive and responsible attitude toward society, the country, and the enterprise. With a unique perspective and a clear value trend, outdoor advertising will not only bear the basic functional information of companies and commodities. , but also reflects the corporate culture and entrepreneurial spirit through the quality and taste of advertising creativity itself.
In the 21st century, China’s economy has undergone qualitative changes in people’s consumption and purchasing power. People’s cultural literacy and more mature concepts of consumption are gradually forming, and the consumption layer is continuously subdivided. The strong market atmosphere, the establishment of healthy consumption values, and the design of leading consumption are the incumbent responsibilities and obligations of our designers.
Second, geographical positioning
The design and placement of outdoor advertising must fully take into account the aesthetics and preferences of different geographical consumer groups. The positioning of advertisements in large and medium-sized cities and in townships and townships should also be different, and even different between cities and adjacent cities. In terms of the location of advertisements, advertisers and advertising companies should avoid publishing advertisements in locations where outdoor advertising is too concentrated. There are too many visual disturbances, and it is often impossible to accurately and transparently transmit advertisement information. Instead, advertisements should be selected in a distracted location. The lighting of the surrounding environment avoids interference with the accurate transmission of advertising content at night. At the same time, when advertising is released, the social environment factors of advertising design can not be ignored. The object of advertising design is the starting point; for example, commercial places and foods concentrated in electronic products. The content and form of the point of sale are completely different. In terms of content, food advertising design can be excavated from the cultural and cultural connotations. In order to reflect the role of technology and knowledge, electronic products must have a certain cultural quality, because this consumer group is At present, it is a relatively concentrated group of higher education in China. Only in-depth research and analysis, understand their aesthetic preferences, targeted, and develop accurate targeted advertising creative and marketing methods in order to obtain the desired results. Take Beijing and Guangzhou as an example, Guangzhou's outdoor advertising design likes to speak up and say something. This is related to the fast-paced life habits and preferences of Guangzhou people, while Beijing’s outdoor advertising design pursues a taste and sentiment. Only scientific and rigorous positioning will receive good results. The strategy of "doing the world" does not work.
Toyota Motor Corporation of Japan conducted long-term investigations in China, and made a very Chinese advertising slogan, "There must be a road before the car, and there must be a Toyota car," which immediately impressed the Chinese car race. Where there is a consumer group, outdoor advertising design will appear accordingly. In the countryside, our outdoor advertising design has the performance content for the township consumer groups. Therefore, our performance content and form should be different from the urban outdoor advertising design. This is suitable for the local people's aesthetic manifestations, will be more appropriate, easier Move people. On the other hand, the degree of feedback to an outdoor advertising design that has a good embodiment from content to form can reflect the cultural heritage and stylistic level of a regional consumer group.
(to be continued)
Keywords: positioning, innovation, goals, environment, exploration
The design orientation of outdoor advertising is to make a scientific pre-analysis of the products, consumer objects, and corporate culture concepts advertised by the advertising. It is an exploration of consumers' consumer demand, consumer psychology and many other areas. It is part of the marketing strategy. The positioning of advertising design is also the result of the positioning of product attributes. Without accurate positioning, it is impossible to form a complete framework for advertising.
The development of outdoor advertising has become an important part of the operation of the media portfolio when the company publishes advertisements. Although it cannot directly enter millions of households like television, Internet, and newspapers, its influence must not be ignored, and outdoor advertising has the power to spread. The strong and low cost features help open up the market and increase the visibility of the company. The expectations of advertisers for outdoor advertising transmission rates are constantly rising, and various types of high-tech products and methods are widely used in outdoor advertising; billboard advertisements, pop advertisements, window advertisements, electronic curtain walls, and vehicle and ship (body) advertisements are all in different forms. Remarkable; a successful outdoor advertising is a model of cooperation between advertisers and advertising companies. An accurate position should be explored from four aspects.
First, consumer positioning
1, consumer group positioning
The release of outdoor advertisements is often concentrated in a certain consumer group's relatively concentrated location. It is necessary to understand the aesthetic, age stratification, and consumption level of consumer groups, and to study the psychological needs and visual perceptions of the information audience. Among the consumer groups, young people usually walk in the forefront of consumer fashion. Take the outdoor advertising design as an example: It is located in Wangfujing Street in Beijing, (here is a commercial street that represents the current Chinese consumer fashion). The products are sports shoes. Consumers are young people. The design of the advertisement screen adopts the film and television static performance. The screen adopts three relatively independent and integrated forms of composition. The content is full of youth, passion, vitality and movement, the screen is summarized, the image is prominent, and the information is transmitted. Accurately, the foot part is used as the main body of the content, focusing on portrayal, the use of noble, elegant and dynamic blue-gray tone, the entire content from the tone to the screen image full of youthful atmosphere. This successful outdoor advertising design involves advertising planners and designers working with advertisers to conduct serious research and analysis in the early stage of advertising, finding the psychological needs to satisfy youth's color and graphic preferences, and arousing their resonance with advertising content. Their desire to purchase serves the purpose of promoting products.
2, consumption trends
A successful design work should reflect a certain degree of culture. Many successful outdoor advertising designs are derived from a clear understanding of cultural connotations, actively guiding a healthy and progressive concept of consumption, the concept of lacking connotation, advocating money worship, and luxury living, misleading consumption and correct value orientation. Advertising should not blindly follow the advertiser’s functional performance, but should actively guide advertisers to use cultural connotation rather than pure functionality to promote their own products. In the modern era, our outdoor advertising is the carrier of culture. It should reflect the positive and responsible attitude toward society, the country, and the enterprise. With a unique perspective and a clear value trend, outdoor advertising will not only bear the basic functional information of companies and commodities. , but also reflects the corporate culture and entrepreneurial spirit through the quality and taste of advertising creativity itself.
In the 21st century, China’s economy has undergone qualitative changes in people’s consumption and purchasing power. People’s cultural literacy and more mature concepts of consumption are gradually forming, and the consumption layer is continuously subdivided. The strong market atmosphere, the establishment of healthy consumption values, and the design of leading consumption are the incumbent responsibilities and obligations of our designers.
Second, geographical positioning
The design and placement of outdoor advertising must fully take into account the aesthetics and preferences of different geographical consumer groups. The positioning of advertisements in large and medium-sized cities and in townships and townships should also be different, and even different between cities and adjacent cities. In terms of the location of advertisements, advertisers and advertising companies should avoid publishing advertisements in locations where outdoor advertising is too concentrated. There are too many visual disturbances, and it is often impossible to accurately and transparently transmit advertisement information. Instead, advertisements should be selected in a distracted location. The lighting of the surrounding environment avoids interference with the accurate transmission of advertising content at night. At the same time, when advertising is released, the social environment factors of advertising design can not be ignored. The object of advertising design is the starting point; for example, commercial places and foods concentrated in electronic products. The content and form of the point of sale are completely different. In terms of content, food advertising design can be excavated from the cultural and cultural connotations. In order to reflect the role of technology and knowledge, electronic products must have a certain cultural quality, because this consumer group is At present, it is a relatively concentrated group of higher education in China. Only in-depth research and analysis, understand their aesthetic preferences, targeted, and develop accurate targeted advertising creative and marketing methods in order to obtain the desired results. Take Beijing and Guangzhou as an example, Guangzhou's outdoor advertising design likes to speak up and say something. This is related to the fast-paced life habits and preferences of Guangzhou people, while Beijing’s outdoor advertising design pursues a taste and sentiment. Only scientific and rigorous positioning will receive good results. The strategy of "doing the world" does not work.
Toyota Motor Corporation of Japan conducted long-term investigations in China, and made a very Chinese advertising slogan, "There must be a road before the car, and there must be a Toyota car," which immediately impressed the Chinese car race. Where there is a consumer group, outdoor advertising design will appear accordingly. In the countryside, our outdoor advertising design has the performance content for the township consumer groups. Therefore, our performance content and form should be different from the urban outdoor advertising design. This is suitable for the local people's aesthetic manifestations, will be more appropriate, easier Move people. On the other hand, the degree of feedback to an outdoor advertising design that has a good embodiment from content to form can reflect the cultural heritage and stylistic level of a regional consumer group.
(to be continued)