Do you know all the tricks about creative design of information flow?

The core of information flow is material. As information flow becomes increasingly important, do operators also need to have a grasp of creative design?

Information flow creativity can be narrowly divided into two categories: image creativity and text creativity. How should operators solve the current problem of homogeneity of information flow creativity?

Image Creativity

Material images are divided into original images and designed images.

There are usually several types of elements on the outer design of the information flow: background, slogan, logo, embellishments, and products.

background

In the design of our outer layer pictures, our protagonists are the copy and the product, while the background often serves to set off, render, and contrast the characters.

So what are the main techniques we can commonly use in the design of outer material background?

• Real scene HD pictures can be used as background

• Add embellishments or textures

• Leaving a lot of white space. This background technique is often used more frequently in brands.

Slogan

At present, in most of the outer material pictures of information flows, relatively few slogans are designed with fonts; the main reason is that information flow designers need to draw a lot of pictures and have no time to do font creativity; in addition, information flow operators have not considered the importance of this aspect. Often, the quality of an outer material depends largely on whether the designer has done font design for the theme.

There are roughly several types of font designs for the outer materials of information flows: graphic design, text layout, color matching, and font temperament . Of course, there is much more knowledge about font design than this, but these categories can be easily used in the design of the outer material images of our information flow.

Logo

The logo we are talking about here does not mean a logo that needs to be designed separately. According to the logo provided by the advertiser, use the appropriate size and place it in a reasonable position so that the logo does not appear abrupt.

Decorations

In the design of the outer material picture, how can we miss the use of embellishments. In a complete outer material design, embellishments usually have the following functions:

• Visually richer, fuller images;

• In marketing, the style of the entire screen is more lively, giving people a sense of pleasure or excitement, and increasing users’ desire to click.

In the outer material of the information flow, embellishments can be simply understood as the use of points, lines and surfaces in graphic design .

No decoration vs. With decoration

Based on the above content, we briefly summarize several common types of information flow material outer layer layout methods, as shown below

Common layout methods for information flow materials

As the name suggests, native images do not have any design elements added and maintain real scene images. The biggest advantage of this type of picture is its authenticity. It has a strong sense of immersion and is not easily discovered as an advertisement on information platforms. This type of material picture is also recommended by native information flow operations.

Copywriting creativity

Those who work in information flow know how important the position of copywriting is in information flow. As an information flow operator, of course, one will look for various copywriting routines for reference, hoping that every copywriting he writes will be a hit. However, there are a lot of copywriting routines, but the conversion effect is not good. Why is this?

First of all, you need to understand that usually performance-based advertising is mainly hard advertising. The characteristic of hard advertising is that it clearly tells our users that this is an advertisement. If you have a need, you can click it. If you don’t have a need, you can ignore it. Therefore, when writing hard advertising copy, we must emphasize the benefits or hot spots of our products.

Among the many copywriting routines, the author often uses the copywriting routine of product benefit points + target demand points . This type of copywriting routine, combined with some human characteristics, is sufficient for operating ordinary accounts.

1. Ask questions, give answers + product benefits + target needs

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2. Star effect + product benefits + target demand points

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3. Discount, limited quantity + product benefits + target demand points

4. Use herd mentality (word of mouth) + product benefits + target demand points

The above copywriting routines are what I often use in my work. As for the star effect, this type needs to be based on our actual situation.

For information flow practitioners, in addition to mastering basic account operation logic and data analysis, we should also improve creative ideas, enrich design knowledge, and improve our competitiveness in the industry.

The above is what the author has summarized from his work. If there are any inaccuracies, please feel free to give me your advice and welcome to leave a message for communication.

Source: Aichi SEM