3 Adhere to the development direction of humanity
People are the main body and dominator of society. They are the motive force of social development and the object of visual communication. Therefore, while paying attention to utilitarian orientation, contemporary visual communication is also paying attention to the living environment and state of human beings. Under this circumstance, advertising visual communication also respects human nature as the new research topic today. Under the premise of attaching importance to product promotion and brand promotion functions, it deeply explores the humanized visual expression language of information dissemination and looks forward to under the influence of advertising. Can continuously influence people's life concept. The people’s way of life has gradually entered a state of life that is suitable for human survival and more human culture. Only in this way can the advertising visual communication have an audience in order to continue to develop.
3.1 For Audience
With the transformation of the market economy system from the seller's market to the buyer's market, the product's wide-spread information began to operate around consumers. As the consumer's life concept and psychological state constantly change in the living environment and social process, this change directly affects the consumer's perception of the change in the advertising visual communication information. therefore. Advertising visual communication should be based on the consumer's point of view, in the accurate grasp of its consumer psychology, for it to create a beautiful consumer psychology realm.
Consumers are the audiences of advertisements and are potential customers. Providing them with the required commodity information is the entry point for advertising visual communication. Therefore, for consumers to “tailor†and meet the needs of different consumer groups such as gender, age, work, and region, the advertising visual communication is based on comprehensive and meticulous investigation and research. It is the positioning, planning, and design of advertising visual communication design. The premise of creativity.
The tremendous material life has affected people's lifestyles and consumption concepts, and has led consumers to leap from physiological needs to psychological needs. The attitude of the public to the visual communication of advertisements is not merely the satisfaction of function and attributes, but more hopes that they can make changes with each passing day, pay more attention to the needs of the individual psychological level, and satisfy the spiritual needs often determine whether people accept the vision The key to information. The biggest success of the famous sports brand Nike is to focus on the emotional communication with consumers. In the advertisement of the inscrutable sneakers, the picture of “just do itâ€, the brand's creative core, was elaborated through the arbitrarily drawn lines. Young people pursue the psychological needs of self-confidence, publicity, and enterprising.In real life, consumers attach importance to the functions of goods while paying more attention to the extension of goods functions. This deep demand for product functions is the true portrayal of consumer psychology.
In order to adapt to the different consumption groups' individual consumption characteristics and needs, the visual expression of advertising must be based on the perspective of different audiences, so that they can identify and accept relevant advertisement information and allow them to be psychologically satisfied. At present, the pursuit of personalized consumer psychology and behavior by young consumers has become a common phenomenon of consumption. Therefore, the individualized pursuit of young audiences is reflected in advertising visual communication information, and it is easier for target consumers to like and accept. Chery QQ Automotive targets young audiences. Focusing on the theme of "Show My True Color" (see Figure 3), we used the creative engine to shape our own personality, idling between calm buildings, followed by a trendy and stylish language, and designed contemporary Young trendy, elegant, romantic, extraordinary artistic image, to show young QQ family carefree, assertive personality, the pursuit of self, the pursuit of new ideas, fashion, enjoy the psychological state of life. In this way, advertising information has a strong resonance in the hearts of young audiences, and advertising works are also successful.
The advertising visual communication should stand in the perspective of the audience, give the audience a rich association space, and guide the audience's consumer taste and concept, so that it can sublimate from the material consumption requirement to the spiritual level consumer desire. In today's trend of diversification of advertising information media, advertising visual communication design should be zero distance to the audience, deepen mutual communication and understanding, so that the advertising visual f from the deep psychological level touched consumers.
3.2 Constantly updated design concepts
The continuous development and change of the human living space, the change of high-tech information networks and the development of digitalization in human lifestyles, make the advertising visual communication face the challenge of adapting to the needs of social science and technology development. Therefore, advertising visual communication itself urgently needs to continuously innovate design concepts based on people's lifestyle changes. In the multi-information society, new forms of advertising communication are numerous, and various types of information can be obtained instantaneously. The combination of images and text information and the use of digital multimedia make it possible for consumers to obtain detailed information one by one as needed. Product information can also be achieved through virtual images in virtual reality.] Under this circumstance, designers of advertising visual communication should constantly explore new changes and new features of the era while paying more attention to changes in consumers' lifestyles, and re-examine the changes in contemporary cultural phenomena and artistic trends, and get more from them. Many new advertising visual design concepts.
3.3 Towards simplification and symbolization
In the modern information society, people are faced with various advertising information at all times. Because the audience frequently contacts the visual communication information of the advertisement for a limited period of time, it is indispensable to inquire into the deep connotation of the advertisement and can only get a simple sensory stimulation. In this regard, people are reluctant to passively accept the status quo of the advertising visual and its old content and form restrictions, but to give full play to their imagination and express their own thoughts and emotions in the visual communication of advertisements. .
For people to quickly, clearly and accurately perceive advertising information, the best way is to simplify the text and graphics of the expressed information, that is, to use concise and effective text and graphic symbols to convey precise, meaningful information, and to construct the graphic symbols. The audience's life experience. Symbols are extremely simplified graphic styles. In graphic design, symbols such as regular, symmetrical and geometric shapes are used as much as possible to make advertisement information more easily accepted and recognized by the audience. This concise, symbolic advertising visual communication language. Can effectively stimulate people's visual senses and have a strong appeal to people. Make people produce visual pleasure, in order to meet the visual function of people in the modern social environment, the advertising visual language is simple and symbolic requirements. For example, in the "Nestle Coffee without Caffeine" (see Figure 3) print ads, the "z" word indicating buzzing sounds like a curve, which means that the rising heat, but also has a whispered acoustic effect, to convey to the people a concise The vivid, visually-impressive advertising theme - "This cup of coffee is not only enjoyable, but will not make you sleepy."
This function of simplifying the visual communication language of the advertising materializes the value concept of the product into image symbols, making it simple and intuitive. The advertising visual language has rich cognitive imagination and effective visual impact, enabling the audience to know the advertisement. In the process of visual communication of semantics, emotion and reason are organically combined to achieve the purpose of quickly and effectively delivering advertising visual communication information.
4 Conclusion
Advertising visual communication information is a concrete portrayal of the era of commodity economy and is the driving force for the development of society, politics, economy, science and technology, and culture. With the development and changes in social commodity economy, high technology, culture, and audience ideology, the content and form of visual communication in advertising are also developing and changing, and will continue to mature, becoming the most forward-looking areas in popular culture. one.
Qin Suiming Ming Dingyuan Yuan Shaanxi University of Science and Technology
Source: "Packaging Project"