Elements of Print Advertising - Advertisement Text Design (I)

Writing of ad text

Basic requirements for writing ad text:

Concise, Simple, Lively, Fun, Coherent, Focused, Illustrated, Enhanced, Creative, Creative

The requirements for writing a text element:

I. Title writing

News headline: News headline is based on the psychology of most people interested in news reporting. It uses the method of writing news headlines to provide readers with new facts. Such as "radar green watch, tell you the secret of the manual watch!"

Question Title: The question can create curiosity and drive people to ask questions. When composing problematic titles, we should strive to stand up and pose questions from the consumer's point of view. This will make readers feel gracious and easily accept the information conveyed by advertisements. Such as: Swiss radar table, "Why do ladies have more and more interest in radar watch?"

Imperative title: Using metaphorical techniques to combine beautiful and familiar things with the content advertised to promote readers to create beautiful associations in order to achieve deeper impressions. Japan's Kao cosmetics advertisement title "Kao world, bright and clean."

Named heading: Put the name of the product or company as a headline on the most prominent part of the advertisement layout. However, because this method is too exposed, lacks attractiveness, there is no room for recollection, it is difficult to produce associations, and it is not easy to arouse readers' interest.

Guaranteed Title: This title uses the authority's appraisal of the product, such as the National Quality Award and the Provincial Quality Product Award.

Second, the writing of slogans

In advertising creation, the advertising title and slogan are confusing. Because the slogan is the same as the headline, it serves the advertising theme. Many slogans also evolved from the title. Although there are similarities between the two, their nature is still different. The slogan is a complete statement or sentence form that reinforces the image of the product in accordance with the title and the text of the advertisement. The ideological expression of the advertising theme can be clearly and clearly expressed.

Writing slogans should be concise, simple, and easy to remember. It has a certain degree of irritability and can arouse readers' attention. Advertising slogans should highlight the advantages of the product, so that readers have the desire to buy.
There are two types of typical slogans. First, slogans emphasizing the advantages of commodities, such as "Changyin Beijing Royal Jelly, are always smart." "There must be a road to the mountains, there must be a Mitsubishi car." The second is to promote readers to take action in advertising language, such as "do not fight "Unfamiliar" typewriter slogan.

Third, the writing of the advertisement body

When composing the text of the advertisement, it should be justified, concise, clear, and vivid.
Like the slogan, there are many expressions in the advertisement text, which mainly include:
Dialogue body text description body humor body text certificate body novel body

Text design of ad text

The text occupies an important position in the advertising design, and it will be the most direct way of advertising information transmission relative to the graphic. The graphic is a symbolic, indirect advertising message delivery method. We can see advertisements that are composed entirely of words, and we have seen advertisements that have been completed only by graphics.

Text design for ad text - font design for ad text

First, the choice of font

Attention: Advertising fonts should be able to draw the reader's attention.

Select a font according to the design requirements: When selecting a font, you cannot select a font just to emphasize the font. The type, size, weight, and complexity of the fonts are subject to the needs of the entire advertising design. When choosing a font, look at those expressive fonts. The prominent illustration of advertising design, the text in a subordinate, complementary status, plays a role in set off illustrations, strengthen the contrast, so it is best to choose more simple or neutral font.

Choosing fonts based on topic content: Fonts can make people associate, so when choosing an application, you should pay attention to the meaning of the content and font in the shape or symbol. Don't choose ancient and cumbersome fonts to promote modern products.

Note the harmony of the font: There are often two or more fonts in the advertisement screen. Therefore, pay attention to the harmony between different fonts when choosing the font. Under normal circumstances, the fonts in an advertisement are not so easy to avoid confusion.

Advertising words need to be standardized: Text is an important means of conveying advertising content. If words are used in a lack of standards, people may misunderstand the content of advertisements or simply do not understand them at all.

(to be continued)