Analyzed 2,000 creative posters to find out how to quickly master the routine of making posters
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Since ancient times, deep affection cannot be retained, and routines can always be used to win people’s hearts. In the field of marketing , I have always believed that a large number of disassembly cases can quickly help you master the skills of something. I have the habit of accumulating materials on a daily basis, so since the beginning of 2017, I have collected a large number of marketing posters of various brands through Shuying.com. Unfortunately, we have only taken the first step so far, sorting these posters according to different categories and brands. I finally had some time recently, so I reorganized and reorganized these posters. After analyzing nearly 2,000 posters. I finally figured out the logic for quickly making creative posters. This logic includes three parts: content conception copywriting design form First, let’s look at the part about content conception. To put it simply, content conception means what to write. One of the things that new media editors worry about most is that no matter what happens in the company, they must post it on Weibo and Weibo as soon as possible. Even in today's era, companies force companies to issue shares even if nothing happens in the company. So I will analyze the logic of the poster here from two perspectives. The first is that as a platform, they undoubtedly post the most posters, so I will try to analyze the logic behind the platform’s poster posting. The second is that as a brand, in addition to the large size and rich content of the platform itself, what content do regular brands need to publish? The platform gave examples, such as Didi , Tmall , Baidu Takeout, Huijiao Chill, etc. Then the platform will plan the content of the poster based on the following logic: 1. Focus on the products and services you offer 1. During the car-hailing war , various companies launched a series of services such as reading, water, celebrities, silence, and opening car doors. 2. Always keep in mind the needs and solutions to people’s conveniences. For example, the keywords of “Go Home for Dinner” are “home + dinner”, so the Go Home for Dinner platform has been telling the stories behind each home-cooked dish in different ways. For example, the special foods and cooking methods of each region 3. Compare your product with the competition. If you go home to eat, you have a private kitchen. You can compare your product with other restaurants, cafeterias, and other big pot meals. 4. Standardized icons for services and products , such as customized biodegradable packaging for take-home meals, and the colors of electric vehicles and clothing for takeout and express delivery companies, Baidu red, Meituan yellow, Ele.me blue, JD red, and Huang Taiji yellow. When an icon grows into a “visual hammer”, there is no need for text on the poster - such as the Coca-Cola glass bottle. For example, Taiwan's PX Department Store's various peripheral derivatives focus on the combination of characters and scenes. 1. Pay attention to the merchants doing business on your platform For example, Didi will pay attention to taxi drivers, and Go Home to Eat will pay attention to the stories of home chefs. My daughter’s dance lessons are quite expensive, but luckily I can withdraw cash every week through Didi. Watching my daughter walk into the practice room in her ballet skirt is my happiest moment. After parking my car late at night, I often go to a small restaurant at the entrance of the alley to have a midnight snack. Thinking of the mother and daughter sleeping soundly in my hometown, my heart feels warm. 2. Pay attention to the passengers on your platform Pay attention to the various scenarios in which passengers use Didi and pay attention to the stories 3. Pay attention to your employees For food delivery, people usually pay attention to the delivery guys, such as Baidu Waimai and JD.com 4. Pay attention to which part of the body your technique brings comfort to both people For example, when you go home to eat, pay attention to your stomach . When you are hungry, pay attention to the damage done to your body by overtime work. 5. Pay attention to the location of your service customers to get closer to them 6. Pay attention to UGC content on the platform, such as the message sheet story of Meituan Waimai, the lyrics of NetEase Cloud Music that are all over the subway, and Jiang Xiaobai ’s DIY bottle 7. Also pay attention to UGC comments on Weibo and other backgrounds to discover interesting possibilities in a timely manner For example, Haier's official Weibo responded to netizens' comments and made a "cold palace refrigerator" Third, focus on the convenience your technology can bring to both parties For example, Jiayou.com can tag your ordering behavior and recommend your favorite home chef to you; Didi, for example, uses technology and management regulations to ensure that you will not be rejected multiple times; The above are some of the poster contents that the platform may use. As for brands, there are also some time points when you also need to make posters. 1. Pay attention to festivals Refer to the 24 solar terms poster by Liu Kanshan on Zhihu 2. Company promotions Before the event starts, you should make a countdown to create suspense. During the event, you should clearly inform consumers of the mechanism of the event. In the later stage of the event, you should make an alarm that "it's about to end". Keep an eye on the data at all times, publish a report on some of the achievements, and publish a concentrated report on the achievements at the end of the event. 3. Follow the trend For example, “ sorrow culture ” has been very popular recently, but I want to remind you that it is best to combine the hot topics with the keywords of your own brand to achieve more prominent effects. For example, the keyword of Jiaduobao is "getting angry" in the phrase "drink Jiaduobao if you are afraid of getting angry", so Jiaduobao launched a "fried hair version" poster: I’m so proud to wear new shoes, but I got blisters on my feet after going out! 【Wearing new shoes fire】 #Fighting the nameless fire, scan the code to win a gold pot# 4. Co-branding Brands join forces to create a big event. For example, when Didi Chuxing was launched in the United States, it found many brands to jointly launch the #TravelAcrossAmericaWithoutFear# themed poster. Didi Chuxing × Dianping Travel in the United States with Dianping, eat, drink and have fun with Didi Didi Chuxing × Baidu Takeaway Didi for a wonderful trip; Baidu Takeaway, on-time delivery Didi Chuxing x Douyu Live. Take a taxi and look for Didi. Watch Douyu Live. Didi Chuxing×58.com Leave your travel to Didi and your life to 58.com Didi Chuxing×Hujiang Learn another foreign language and see the world from another perspective 5. Launching a new product is a big event for a brand, so multiple sets of posters will definitely be released at this time. The easiest way is to find "stalks" from well-known movies and TV series, and recall the past when you disagree with them. For example, the four great classics are the most commonly used materials. Or the famous TV series I watched when I was a child, such as White Snake and My Fair Princess , or the famous cartoons There are even ancient legends about the Cowherd and the Weaver Girl, Kuafu chasing the sun, and the Eight Immortals crossing the sea. In the second part of this article, let’s discuss what are the routines in writing the copy for poster creation. After reviewing thousands of posters, I compiled some writing tips for creative posters. There are probably several ways: Rhyme, clever use of numbers and homophonic patterns, textual parallelism (similar to five-character and seven-character quatrains), logical parallelism Let’s look at the case: 1. Rhyme 1. Rhyme the last word Coca-Cola's 131st birthday: Minute Maid Orange with Pulp First, I'll chat with my mom, and then I'll open a bottle with you. I haven't forgotten either of your birthdays. Let's celebrate this birthday together. McDonald's My dream is to continue talking about dreams in the place we all yearn for Uber #有U足矣# (Uber was blocked by WeChat , posters of Uber in various places) The lights are dimming, but I am lucky to have you by my side, with my heart full of mountains and rivers, no need to comment or like Diao Pai New Home Concept Don't live your marriage like a day, live your life like a joke . Age difference is not a problem, but you are afraid that the couple will have no topics to talk about. Good skin care and beauty are the sweet words of the husband. Although you are beautiful, you also know how to be virtuous and manage the household . You don't have to have a house to get married, the key is to have each other in your heart. The flower more romantic than a rose is to accompany her until she is old and blurry. Don't look at the phone when you are together, and reply to messages immediately without looking at the phone. NB #Just go run# Get up three hours early, just to use three lanes as your own running track. The most dazzling thing is not the sunlight, but the envious eyes of passers-by. Your dad and I run all the time, so we don’t look so old. Anta #Go Break# Reminisce the golden generation? Why not turn yourself into a golden generation that is harder to break? The way to pay tribute to the Dream Team is to become the new Dream Team. Dianping 917 Food Festival : If you can’t even eat the food, how can you live a fulfilling life? A person’s loneliness, let a handsome guy accompany you. He is so handsome that he loses weight, but I can’t bear to eat him. 2. Rhyme the connecting words in the middle Didi Didi Enterprise Edition: It’s time to simplify the financial process. You have to work overtime to fill in the taxi ticket. Starting a business means going from a millionaire to a millionaire. NB #Just run #More and more people are chasing me, and fewer and fewer people can catch up with me NetEase News #Businesses should be more grateful to people who dress nicely# If I’m not sure whether the food in a certain restaurant is good or not, I will sneak a peek at the people waiting to see if they like it. She is so pretty, but she is still reading. I have to buy two more books to read at home. 3. Rhyme the first word Didi: Going home is a belief. Getting further away from the smog and closer to my mother. 2. Use numbers wisely KFC Chinese New Year poster #Hometown is far away, but it will be close if you fly with your heart# Greylag geese have to fly 800 kilometers every year to smell the warm sunshine in their hometown in the south #Hometown is far away? There is a familiar smell "fragrance" accompanying you. #This year, a total of 2.9 billion people are on their way home #Hometown is far away? Swim carefully and you will be close #Gray whales swim 18,000 kilometers every year to find the delicious food of their home strait . Soup Master A delicious celebration of corn, bell pepper and pork dumplings - hot and spicy with lots of peppers and corn for the grains Shrimp and Asparagus Dumplings Love it: One is very shrimp, the other is very bamboo I am a singer "Because of (music) extraordinary" NB#Just run# I always run until I feel the hungriest, so I won’t eat until I feel guilty. 4. Routine sentence pattern _____More than that, or_____ McDonald's marriage is not only a testimony of love, but also a proof that I have become your armor. Life is not only about poetry and distance, but also about taking a break. All _____ are _____. All chance encounters in the world are reunions after a long separation, and all coincidences are destined. Because of _____, so _____. Didi Express. Because of them, I am rarely late for work, I can escape from the crowds on the subway and bus, and calmly fix my makeup. Because of them, I get a moment of relaxation. Before embarking on the next journey , I want to take off my armor, slow down my pace, and take a short nap. Love _____, don't love _____ five, word count parallelism #Having U is enough# (Uber was blocked by WeChat, Uber posters in various places) Traveling around the world, He ranked sixth in the circle of friends, logical antithesis NB#Just run# When traveling, what souvenirs do we buy? We only collect the scenery we have run past. The picture is of two people facing the camera, with a video projection playing on the background wall. NetEase News #Businesses should be more grateful to people who dress nicely# The way that good-looking fat guy eats seems to be making fun of my fear of eating too much Dianping 917 Food Festival As long as the bowl is full, life will not be empty. I want to treat my heartless self with wine and meat. Swallow all the ups and downs today. Alipay doesn't like talking about money, but I also want to earn more money to save for her. It would be best if we can grow money together. I don't want to care, but I can't ignore it. In the third part of this article, let’s take a look at how everyone creates posters from the perspective of the poster’s own design and picture. We divide it into three parts, corresponding to the logic: 1. The application of technology in posters 2. What are the general precautions for posters with models 3. What are the common creative forms of posters 1. The form of creative posters from a technical perspective 1. We are increasingly finding that with the popularity of short video formats such as short videos on WeChat Moments and Miaopai on Weibo. More and more posters are trying to move closer to short videos, or at least animated images. For example, the new short video format posters in Moments - half of the video is a person talking with sound, and the other half is a fixed poster. Even some of the gifs are directly captured from scenes in the TVC. Of course, this requires a statement during the filming of the TVC that the scenes and images in it are allowed to be reused. For example, Fangtai’s hollow figures and shadows, combined with its own product images, give the poster a very textured feel.2 In recent years, we have also observed that more and more posters and H5s have used hand-painted techniques. But unfortunately, the hand-drawn method of producing materials is slow. Therefore , it is better to find a long-term illustrator for customization in advance. Many creative ideas are also borrowed from European and American artworks. The styles of hand-drawn comics vary because of the different painters. The ultimate secret of good creativity is to find more good illustrators. Refer to Didi series posters: 3. Introduce a software Clip lets: a software that can make [local dynamic images] Text & cartoons on light bulbs Thousands of miles away, I press the "pay" button for my parents' water and electricity bills every month, as if I have never been far away Second, when we make a set of creative posters, we often want to shoot a set of posters with characters. I hope to make the poster more vivid and situational. 1. From a cost perspective, the following options are an advanced process from easy to difficult. Plain background + cutout has the lowest cost and can be matched with cartoon hand-painted pictures Of course, the best effect is still real-life shooting, especially outdoor scenes. TVC movie -level color grading can completely cut out high-quality posters. Refer to Dianping Food Festival Sometimes, for the sake of effect, you can also blur the background directly, and you can take a partial picture instead of the whole picture. 2. If we don’t have a hand-painted artist to support us at any time and don’t want to just shoot with a plain background, As creative and copywriting friends, you can just shout: "Come on, designers, please edit the pictures." For example, you can change the proportions or angles of characters to enlarge the size of characters or certain props, and create interesting effects through cutouts + visual illusions. Or after directly photographing the characters, the rest of the props and scenes are all created through photo editing. Of course, in most cases brands do not have professionals with this skill, but in advertising companies, photo retouchers seem to be omnipotent. 3. Many brands like to find a group of models and influencers who people think are cool, so as to show that they are closer to young people. In most cases, the latest careers will give priority to professional e-sports players and anchors. In fact, sometimes I think it is easier to hire celebrities from well-known companies than to hire stars. You can also use the poster of the cooperation between Uber and the China Women and Children's Foundation for joint promotion. Looking for sports experts in certain fields is also commonly used. Skateboarding, surfing, skiing, street dance, jazz dance , night running, marathon, yoga, fitness In addition to sports, there are some talents related to design and pictures, which are also favored by many brands. Models, spray painters , photographers, tattoo artists Finding the specific scenes of the current target audience's food, clothing, housing and transportation + daily entertainment scenes is also the model shooting method of many posters Third, the images on many posters are similar. Below I have summarized several common image ideas. 1. Contrast 1) It is best to use a plain background for upper and lower contrast. The contrast between objects is fresher and simpler than that between people. In order to reflect the difference in contrast, different background colors can be used to separate the upper and lower parts. The colors should be lighter and grayer. Refer to the movie poster method. The upper part is a close-up of a large character, and the lower part is a panoramic or mid-shot scene of the character. Refer to the Didi Hitch poster You can set up the scene, refer to Didi’s creative idea, the same scene, but the upper and lower parts are realized through the background, props and costumes, and the contradictions are realized by reversing the characters. Refer to the poster of JD Finance , which compares the status of the two characters at 180 degrees, with a clean background. 1 ) Create creativity through spatial illusion , such as lying on the ground, imitating falling off a cliff 2) Left-right comparison , such as the creative gif picture of a child and an adult wearing the same clothes in the same frame taken by Deng Chao for Chun Zhen , with fixed positions, different expressions, backgrounds, and props, to create contrast and changes 3) Contrast is essentially a means of highlighting "contradictions". Since it is a contradiction, the following ideas are also a dramatization of contradictions. New and old , retro and advanced , China and foreign countries refer to the differences in scenes and characters' clothing in Adidas ' new posters for the Year of the Rooster. 2. Neon-style images, especially text made into neon effects, are also a routine for many posters 3. The use of ink painting and calligraphy. Fotile even made a creative spelling of calligraphy. 4. There are also visual illusions, such as the three-dimensional effect achieved by borders and breaking borders. Refer to Wu Yifan’s military H5 and JD Fresh’s dynamic posters 5. There are many comics that imitate the opening of Marvel. The above is all the content shared today The author of this article @王伟晨 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Product promotion services: APP promotion services, information flow advertising, advertising platform |
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