【广告策划奥美】怎样创作杰出的平面广告.ppt

怎样创作杰出的平面广告（谈谈创意美术）,Updated to 1999-9-4,？,如何让稿子与众不同？为什么我们的稿子总是看起来不太好看？怎样评判美术的IDEA？怎样排版更好？文字的编排、搭配？美术的IDEA有多少种？怎样控制稿子整体的美感？平面的趋势是怎样的？如何突破一些陈规旧则？为什么我们用的颜色、字体都差不多？,平面设计与广告的平面设计有什么不同？如何与别人、与制度、与流程更好的合作？创作思路有什么技巧？为什么总是需要电脑效果？有什么新的电脑效果技术？-,练习一广告比较与选择,什么是有创意的平面？,有视觉意义有视觉冲击力视觉表现与IDEA 的关联性强有独特的风格,平面的魅力,吸引消费者阅读广告帮助消费者理解广告助长消费者的幻想加深消费者对品牌的印象提升品牌在消费者心目中的地位不受成本约束,平面的组成,元素的组成IDEA的讯息传达品牌形象美术设计的风格完整的执行每个元素都对视觉意义的传达负责,平面的组成,画面的组成照片插图标题内文品牌标志线条色块表格,纸张印刷工艺裁切装订折合附加物,练习二,美术指导的工作,更好的IDEA？更好的视觉表现方式-摄影、插图、纯文字？更适合的LAYOUT-直版、横版、标题、画面？更适合的画面-人物？产品？其他？更漂亮的比例-特别的媒体购买？尺寸？更好的方式-现代？抽象？古典？更适合的字体及其大小？更懂得这个IDEA的摄影师？适合的人物？适合的道具？情感在画面上的表现与选择？,美术执行人员的工作,了解并真正懂得IDEA，熟练而快速地运用确切的视觉表现方法执行：适合的LAYOUT适合的技术与技巧适合的画面元素选择漂亮的比例适合的字体及其大小情感在画面上的表现,如何视觉形成？,直接表现：产品、品牌等引伸理解：比喻元素、排列元素等视觉刺激：非常规的色彩、构图、比例等,如何检查你的视觉形成？,讯息可阅读程度画面比例，构图图片色彩、风格字体、大小、字距、行距、色彩、角度、粗细、中英文字体关系纸张的选择印刷、裁切、装订、折合的方式使用的地点、方式、周期软件的选择、完稿检查制作过程、工艺监督,问问题,做稿子之前：所有需要了解的事实和发展的方向都清楚了吗？做稿子之间：我是否已经想到所有可能想到可以做的做法了？交稿子之前：这张稿子已是我能做到的最好的了吗？稿子出去后：现在回过去看，有什么问题？重新做会怎么样？,文字的使用,巧妙的美术IDEA,色彩的搭配,美术大帮忙,插画的风格,摄影的叙述能力,色彩的搭配,好的美术指导需要,扎实的美术基础和知识良好的品味与美术素养足够的沟通本领和技巧聪明而敏感的头脑与感官广泛的兴趣与求知欲勇敢、大胆的探索精神宽广、有弹性的接受度好上加好的责任心,你会有什么误区？,不要限定自己制作视觉美术形成的工作不要仅仅是把文字的内容画出来不要把所有的东西放进稿子里就算不要认为自己只是一个画画或执行的人不要以为只有美术指导才懂得美术不要觉得别人都不理解你的想法，和别人讨论会杀掉你的创意不要把广告当作美术的另一种形式不要以为更资深的人签过字自己就没有责任了不要以为校对文字只是文案的事不要有什么就只做什么,合作的秘诀,按时交件永远是第一准则合理安排时间选择最恰当的成员先解决问题，再讨论原因互相“赞美”，不要互相指责勇敢承认错误活到老，学到老,小小的警告,你可以没有鲜明的个性，但不可以没有想法你可以没有成熟的风格，但不可以没有想法你可以没有资深的头衔，但不可以没有想法但，你也必须有让想法变成现实的能力如果你想在这个行业生存下去，你必须主动，必须时时思考、时时动手，必须让自己随时有做出更好作品的准备,&,In the beginning was the ideaIdea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What frame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics 冷漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New packaging-New flavours-New advertising,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution*Leapfrog competition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example Statistics/Facts,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.,Slow Build to a Grand Finale,Intro,Background,Slow Build to a Grand Finale,Strategy,Slow Build to a Grand Finale,Rationale,Slow Build to a Grand Finale,Idea,Slow Build to a Grand Finale,AnyQuestions?,Slow Build to a Grand Finale,Here It Is and We Are Excited,Intro,Idea,Here It Is and We Are Excited,How we got there?,Here It Is and We Are Excited,Why its right?,Here It Is and We Are Excited,Any Questions?,Here It Is and We Are Excited,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three exposures to the main message,Planning Cycle Format,Matching Your Communication Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some will feel excluded.,How to Develop Trust,Exercise:Paperclips Revisited,Five Step Model,Act,Adopt,Present,Prepare,Plan,You can never bore someone into buying your idea,Five Step Model,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,People are More Likely to Listen to Someone who:,They respect and trust.Is enthusiastic.Believes in the idea.Given them an idea they value.Speaks in a language they understand.Makes them feel comfortable.Dresses and behaves in a way that is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,Is clearly organisedShows the idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and responds to questions,Listeners are more Likely to Listen to a Presentation that:,Active Listening,Version 1.1 5/96,Send reinforcementswere going to advance,Send three and four pence were going to a dance,Confusion,Loss of detail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,Hearing with half an earGiving into day dreams and fantasiesExploring tangentsZappingEssentially passive,Drifting in&out,Appearing to pay attention and listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,AgencyAttentionLevel,Time,AgencyAttentionLevel,Time,X,AgencyAttentionLevel,Time,X,X,Blue Dress,AgencyAttentionLevel,Time,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,The work youve just sold deserves the highest level of listening.Listen actively and non-judgementally to your clients response.Force yourself to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.,Listening:Summary,They judge that the presenter really cares about their businessThe idea seems right because of the support offeredMajor concerns have been satisfactorily addressedTheir input has been incorporated in some way into the idea,People Are More Likely to Accept Ideas when:,Five Step Model,Act,Adopt,Present,Prepare,Plan,They are asked to act on itThe action required is not too much troubleThey have previous positive experience with the originator of the ideaIt meets their needs better than other optionsThe benefits to them outweigh the risksThey will be part of the implementation process,People Are More Likely to Act on an Ideas when:,What we bring,What is expected,Preparing the way,What we bring,What is expected,Find ways toreframeexpectations,Find ways topresell the idea,Preparing the way,What we bring,Preparing the way,AnticipateThink throughPrepare,Most are highlypredictable,What we bring,Preparing the way,Know who they areKnow what we want from themHave decided our core idea and supportsHave worked out how to prepare the way THEN WE ARE PREPARED TO GO OUT AND FIGHT THE REAL ENEMY,Once we.,Ourselves,The frame of BuyingImpeccable logicEnergy&enthusiasmBe Yourself,Act,Adopt,Present,Prepare,Plan,Know when to stop,&,In the beginning was the ideaIdea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What frame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics 冷漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary