What skills do advertising designers must know?

Dear friends, because I am talented and learned, the following content is the experience and experience of my personal employment, and does not represent the fixed model of the industry or the creative soul of others! Just give you some suggestions or as a reference! First of all, what form of designer should you know? What kind of enterprise work is your learning goal or work as a self -created enterprise? For example, the concept of plane advertising multimedia advertising concept advertisements, which are described as a technical position; for example, entering advertising companies (common street pictures and text photos have essential differences in advertising companies), planning enterprises or planning companies or planning companies Advertising design in any industry (the most common is graphic design) independent departments, or your own related design companies. I will classify some directions below: Any product you see in the graphic advertisement can be defined as a graphic design, and the graphic advertisement is only part of the graphic design, so you must operate two to three plane software, you are the most basic operation. For example, PS, AI, and CDR, PS is essential. This is a tool that must be used in the processing level diagram. Usually, PS is commonly used in lamps, photos, lighting, and photo processing. Software (commonly used in packaging design and publication), is only distinguished by different development and use habits of different companies. In addition, the two can complement the details; there is also a Corel Paint Good at painting, combined with digital boards, you are completely likely to create amazing works; you can know the details for details of these software! At the same time, I want to remind you that the three software mentioned above are the most basic and must -have tools used in graphic design. Now many companies or customers may be limited to the designer’s requirements. The task or business that is usually provided for you may also need to master some skills with non -provocative design, such as product design, so you may need to further master two -dimensional or three -dimensional tools such as CAD, UG, PE, or 3D; In the era of design, e -commerce, a standard graphic designer master a certain web design skills is necessary and also needed by the enterprise, so you may also learn some language program tools: the most basic super -text marker language ( HTML), visual web design tools, etc., database management SQL, etc., according to the good can be divided into ASP, JSP, PHP, etc. It is currently recommended to learn PHP, but it is quite difficult to learn language programming. In addition, the application of Flash is necessary. Whether it is designing web pages or web ads, the effect and value of Flash are endlessly spoken in three words (if you can fully combine the Flash graphics part with the programming part, your skills are counted Qualification, perfect, of course the work must have connotation)! Multimedia advertisements do not need to explain. If there is a colorful dynamic, we can define it as a multimedia advertisement, such as web dynamic Flash advertise Learn AE more deeply, professional -grade sound, video tools, etc.! It is difficult, you need to be brave! Concept form advertisement This is my personal summary. You can master most of the design tools. This can only show that you are a more functional tool. You must show your personal ideas and creativity in the work. The work may be a artistic work from a simple picture or a video, which can be left and remembered by people. This is the conceptual form in my heart. It is formed in the heart, not the eyes. It’s! Okay, good luck, I still have a lot of jobs tomorrow! The content is relatively rough, I look for an understanding! Please include wrong words!

1. The internationalization of cultural vision
As many Chinese brands have moved towards international and international brands grabbing China, advertisements will also enter the international operation stage. International advertising is a form of cross -border and cross -cultural communication. It faces not only the problem of language conversion, but also the conversion of cultural systems. Therefore, the challenge of international markets to advertisers is first of all a cultural challenge. Advertisers facing the international market must be internationalized in a cultural perspective, maintain synchronization with world culture, and redefine themselves according to international advertising concepts.
If internationalization in cultural vision, first refers to an open cultural psychology. I have a sober understanding of the diversified environment and respects the diversity of culture. I believe that each culture has the same value. The evolution of culture to cross -cultural. The cultural and psychological structure that “re -create a boundary between our original cultural conditions”, “In the process, our identity is unknowingly, from a belonging or designated identity to a created or adopted by a creation or adoption The identity -is a cross -cultural character that appears in a higher level of integration. ” ① The advertisers have changed from a single cultural person to a multicultural person, which can treat multiculturalism objectively and subjectively. ” … This is not only manifested in the knowledge level (cognition, thinking, etc.), but also on the emotional level (feeling, attitude, etc.) and behavior level. ” Internationalization, the second refers to the actual understanding and mastery of multiculturalism. Specifically, advertisers must overcome cultural obstacles and break the cultural “self -reference system”. They must not only understand their own culture, but also understand world culture. There must be a world cultural map in the hearts of the advertisers, which should be known for their national cultural backgrounds, and the customs and habits of generations from generation to generations for their values, religious beliefs, moral norms, aesthetic concepts, and the customs of generations. Culture is clear, and the cultural needs of consumers are clear about the chest, so as to comprehensively enhance their cultural adaptability, and truly determine the content, expression forms and transmission pathways of advertising communication according to the cultural background of the market.
2. The openness of the knowledge structure
In the process of developing the international market, its operating level continues to improve. With it, the company’s requirements for the service level and quality of the advertiser serving it for it It is also higher than living at any time. They require advertisers’ professional services to be limited to narrow advertising levels such as advertising design, performance and communication, but hope to solve issues in international market research, marketing, public relations, information, information, and information within the world. The company’s functional part of the function replaces the functions of some brand consultants, marketing companies, and consulting companies. Such a comprehensive service can only be competent with the combination of composite “through” and “specialized”.
At the same time, the advertising industry is also one of the industries with intensive knowledge and the highest frequency of replacement. Nowadays, the concept of international advertising dissemination is no longer the mode of writing and painting in the minds of ordinary people, but also involves more related related related related related. Knowledge in professional fields, such as sociology, culture, ethnology, psychology, literature, linguistics, symbolism, information science, international relations, international political, economic, law, religion, cross -cultural communication, international marketing, international marketing, international marketing, international marketing, international marketing, international marketing, international marketing, international marketing, international marketing, international marketing, international marketing, Foreign language, etc., the knowledge of advertising and its related disciplines together constitute the knowledge structure of advertisers. This kind of knowledge structure shows the characteristics of cross -disciplinary, across professionalism, and the characteristics of multi -level, multi -series, from Bo to Specialty. Scholarship.
3. Master of cross -cultural communication skills
The knowledge structure in the cultural vision creates a prerequisite for consciousness and cognition for cross -cultural exchanges, while mastering the skills of modern communication skills It is the guarantee of technical and capabilities during cross -cultural exchanges. The advertising industry under the new century knowledge economy is a service -oriented high -tech industry. It integrates new media, new equipment, new materials, and new technologies. Advertising to work is to give people beautiful enjoyment. Of course, it is inseparable from the level of creative design, but high -tech advertising operations need to master and use special technologies. At the same time, “the liquidity of life, increasing cultural exchanges, global The market and the emergence of the organization and labor with multiculturalism … These all require us to master the communication skills that adapt to the life of multicultural society and the life of the earth village. ” The ability and cross -cultural communication ability.
During the development of the advertising industry, as a “technology -intensive” industry, modern advertisements have never left the support of modern science and technology. The development of modern communication technology has continuously promoted the improvement of advertising production level and changes in advertising communication forms. IT devices and technology have greatly liberated the “productive forces” of advertising, so that advertisers bid farewell to traditional watercolors and painting boards, and have a broader creative and innovative space. Apple machines, digital cameras, scanners, new printers, electronic inkjet machines, Photshop, Free
Hand, etc. are widely used, and the pursuit of computer technology has become the focus of technological progress in the advertising industry. Emerging advertising materials such as new paper, outdoor light box materials, outdoor luminous materials, etc. have not been put into use. In some comprehensive multinational advertising companies, the Creative Department has the latest “Apple” system. The internal and communication with customers has been comprehensively electronic. Advertising companies also continue to increase investment, update and upgrade system equipment. Advanced equipment and technology must have high -quality people to operate to produce good works. The strengthening and improvement of professional skills cannot be avoided for advertisers.
If modern communication technology is a technical element of cross -cultural communication, then cross -cultural communication capabilities are the behavioral elements of cross -cultural communication. It specifically refers to the ability to perform effective and appropriate behavior in cross -cultural exchanges. Advertising is communication, information communication, and emotional communication; advertising is persuasion, persuasion for customers, and persuasion for consumers. Those who do not know how to communicate and persuade are hard to imagine to persuade others. To develop customers, to reach a consensus with customers to reach a certain creativity, it is necessary to communicate sufficient communication; shaping a brand, enabling the brand to establish a certain position in the minds of consumers, and also need to communicate. Also need to communicate sufficient communication. No matter which level of communication, as long as it occurs between the two cultures, it is cross -cultural communication. Advertisers should be a master of communication. More than anyone knows how to determine their own advertising information, demand methods and communication channels according to the cultural background of the market, so that the advertisement can achieve cultural sharing. core”. ④
is worth mentioning that the process of cross -cultural communication is actually the process of language (speech and non -language). Therefore, although cross -cultural communication ability is not just language communication ability, but due to cross -cultural The main obstacles of communication and the necessary elements of success are language, so the language ability does not be ignored. In international cross -cultural exchanges, with the widespread spread and use of English, it has almost become the common language of international commercial exchanges. As a tool for cross -cultural exchanges, language ability must be possessed.
4. Good professional ethics
Is are an industry that requires word of mouth. As an industry that shaped the image (brand) image or corporate image as its own responsibility, the image of the advertiser’s own image and the image of the advertising industry will naturally become the center of the public’s attention. People’s evaluation of advertising directly involves the judgment of advertisers. Once people’s attention shifts from advertising to advertisers, the core of this judgment in a sense is mainly judging the professional moral quality of advertisers. A great advertiser is first a great person, so “learning to be a person first, and then advertising” has become a “famous training” that the advertiser must follow. Such a generation of masters, as ordinary advertisers, use this as a guide for action. When Bernebak’s DDB advertising company opened, he solemnly announced to the outside world that he would never accept any cigarette manufacturers’ advertisements, because if his company advertised for any brand of cigarettes, he must be responsible for human health. This responsibility I can’t afford it, so this money cannot be made.
It, many advertisers are described as “people who dance with shackles”. This “shackles” include many aspects. One of them is the industry’s behavioral norms and moral norms. It refers to restraint, control and management of the relevant advertising behavior of the institutions and personnel within the advertising industry, so that the behavior of the advertisers’ behavior is more in line with the national laws, social morality and professional ethics requirements, etc. As a unified self -discipline rule and industry specifications in the same industry, although it does not have legal effects, it plays a role in professional ethics. Exploring and formulating the rules and moral norms of advertising practitioners have always been a hot spot and an important issue in the development of international advertising occupation. For decades, countries and international advertising organizations have made great efforts to systematized, regular, and institutionalized the professional ethics of the advertising industry. As a result, the birth of a large number of “professional standards”, “career rules”, and “game rules”. WTO not only means the market is open, but also means that the business “game rules” and professional ethics criteria are in line with international standards. In the future, we will participate in competition in accordance with world rules.
If according to the basic behavioral rules and moral norms stipulated in the provisions of the advertisers’ self -discipline regulations in various countries, we can conclude that as a qualified advertiser, the professional ethics should include at least the following aspects: “Practice, seek truth from facts, It is the most fundamental professional ethics requirement for advertisers. Under what circumstances, no matter whether they are or not, the ruler in the heart of the advertiser cannot be crooked; The moral guidelines for the relationship with the peers are the most basic business ethics and “game rules” in the market economy; In the cultural advertising activity, advertisers are more facing the real rule of law in the rule of law, so they should strengthen the legal awareness and legal concepts in their minds.
The competition in the advertising industry is the competition of talents, and the core competitiveness of advertising companies is an advertiser. High -quality advertising talents are the fundamental factor for the sustainable development of China’s advertising industry, and it is also the key to China’s advertising industry’s comprehensive participation in international market competition and decisively win the international market. With the rapid changes in the number and intensity of cross -cultural transmission, the quality of the existing team has difficulty coming to compete with international advertising companies. Improve the quality of advertisers has become a problem that the advertising industry, academic and even society must face and follow the society.
First of all, there is no computer barrier, which must be regarded as basic skills. Of course, this is not contradictory with the computer without dependence. Not dependence does not mean that you can not understand. After all, in our work, every process from design to printing requires computer help. Today, seeing this problem is like the painter does not use a pen.
Secondly, the lack of knowledge of printing has hindered the development of many graphic designers. Because I do n’t understand, many designers think that their design is like the computer screen. This is very dangerous. Because of technology, it has a large gap with the actual output effect. Not familiar with the characteristics and defects of printing. Many designers keep looking for trouble when designing design and setting up obstacles. This is stupid.平面设计师需要了解的印刷知识有许多，比如说各种品牌印刷机的性能、同一机型不同规格的性能、不同品牌油墨的性能、四色油墨与专色油墨的特性、不同品牌、规格、 The performance, special craftsmanship, post -processing and binding of varieties of paper are issues that designers need to consider for customers when designing.
So can you be called a graphic designer if you understand the computer and understand the printing process? It may not work, after all, the above is not directly related to “design”. As far as graphic design is concerned, there are many rules of characteristic:
A. Graphic uneven
For more than two decades, I have had many lucky things myself. For example, at the beginning of my eating bowl of rice, I accidentally bought a bunch of “art and design” magazines on the old book stalls, which is always excited for me. Because at that time, I was dazzled by the dazzling design, and there was no teacher to follow. This pile of old magazines made me look open and see the right point.
It carefully read art and design magazines. All techniques about graphic design are included, and they are not publicity, gentle and elegant, and provide a lot of room for plagiarism. My understanding of graphic design is many from this pile of old magazines.
“Plane unevenness” is a kind of understanding of the effect of the picture in the graphic design. Many people call it layout, composition, structure, form of form … I like to speak simple. After reading a lot of good designs, I felt that the designers were intentionally or unintentionally pursuing the effect of “unevenness”. That is, the use of various plane elements, in terms of graphic materials (such as paper, etc.), try to stretch the visual space. In this theory, the painter Ceda began to try in a hundred years and has achieved the extreme. What made me sigh is the most commercially panic artistic change a hundred years ago, but one hundred years later became the most commercial graphic art, which is more interesting.
The concept of space predicts natural space feelings and contradiction space feelings. With the designer’s hobbies, layout requirements, visual impact needs, free choice. There are no many people who are amazing now, but whether it shows the natural space feelings or the sense of contradiction space, the techniques (or elements) used by the designer are regular. There are a lot of summary of them together. For example: piercing holes; exaggerated dark shadow effects; images with high authenticity and texture; comparison of physical elements and painting elements; use the contrast effect between colors; use the overlapping effect of lines and color strips; use text and text and use of text and texture and color strip; use text and text and text and color strips; use text and text and text and color strips; use text and text and text and color strips; use text and text and texture and color strips; use text and text and color strips; The overlapping effect of graphics, text and text; comparison of the relationship between the size and proportion of text, and so on. Because of the limited space and no detailed solution, the example works can be compared with the theoretical text in the future.
B. Music in color
The color is the soul in graphic works. If you want to use it well, you must understand some paper and ink. The combination of different paper and different inks will produce absolutely different effects. But the difference between us and the painter is: the pigments in the hands of graphic designers are only four tubes, but it can rely on the density characteristics of the outlet to reconcile all the colors we can perceive. This is really a magical invention. As an original nation of printing technology, we thank the Germans.
In the cooperation of the outlets and paper (white), we can make the ink look more uniform, bright and clean. But this is just a technical thing. The designer’s use of color in design work depends more on spirituality.
I often hopes that the designers and friends around me can learn some music. This is not because of mystery. It is really simple and straightforward to analyze the color of the theory of music. This is my discovery.
1. First of all, anyone who knows music knows that a fixed sound cannot be found on the musical instrument. The notes “叨” change the position with the adjustment. Different tones convey different feelings, suitable for different instruments and vocals. This is the same as our use of color. The tone and emotions of the whole picture are conveyed through the warmth of the color. But the relationship between color and warmth in our minds is fixed. The red is warm and the blue is cold. In fact, this is a wrong concept. Like the notes, the color changes with the changes in the surrounding environment (the relationship between cold and cold). Understanding this truth, blue can also be rendered by us?
. Because of the screen relationship, graphic designers are not used to named after color, such as foreign red, Qunqing, and lake blue, which is replaced by more simple and more direct 4 numbers. This is very good. It is a mechanical requirement that meets the requirements of the business era or the digital age. Understanding of color regulation is a spiritual training of graphic designers.
3. Secondly, the application of chords and melody concepts in graphic design
The friends who play instruments know another truth. It doesn’t matter which sound is good and unpleasant. “” “叨” must be noise, “叨”, “Mi”, and “嗖” will become chords “C” together. This is like the combination of red, blue and white in the color, is always harmonious. The chord can continue to add a new note in, such as adding a “coming” chord to become emotions immediately, becoming a 7 chord. If “Mi” is replaced with “Mi”, it is even more different to the blue tone, as if in the combination of red, blue and white, is completely different with purple or orange visual feelings. Chords can always be added to the notes, become 9 chords, 13 chords … in color is like the high -grade gray we often say.
In understanding this principle, we will understand more directly to use the color. The foundation of these combinations should be the most primitive match to chords C, D, E, F, etc. The designers want to continue to change, just ask for changes in these combinations. You must put the colors that are okay together, just like “” and “” and Hime ‘No one is next to each other. It doesn’t matter between the two, your picture must be bland; if you must put the hostile color together , I can see it ugly. Using the principle of chords to understand the color, you will immediately jump out of the misunderstanding of color poverty and find that the color that can be used in front of you is too beautiful. Gorgeous and thick, this is the role of color chords. But can you become music only with chords? No, music still needs melody, and there is no melody music. So, what is the melody of graphic works, it is our eyes, it is our eyes Watch the process of a work. If a poster or a booklet, there is a one to see what you see first, what you see, what you need to see, what to remember, and what you want. It constitutes the melody of graphic works, when the audience’s eyes are nervous, when to rest, and where to stay in the event where the designer needs to think about the brain. The rhythm
Suggestions, for a long time, my design assistants have been summarizing and recording a variety of color combinations. From the works of famous masters, from the patterns of various ethnic groups, from the natural scenery, and then in actual work, we Use these colors. The set of colors used in the small folding pages for fast food is found from vegetables and fruits. Because a set of colors that make people look hungry. But the problem soon comes. Many design masters concluded in the design of the color combination, and after we use it, it has changed. There is no God. Why is this? It really makes us worry. There was a problem during the color record. The color of the checked is not accurate enough. Many of the experiments later did not succeed, but fortunately, I doubted for a long time or finally found the reason. The proportion is required. Many good -looking color combinations also need reasonable color ratio control. Under specific conditions, the use area of ​​a certain color must be large. Shen, I have no confidence to continue looking for the law, it is really impermanent. But it is certain that graphic works must be controlled by rhythm. There are many elements that control the rhythm. They are commonly used in them. Text arrangement.