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优质的宣传单是这样设计出来的

无论是哪一种商业设计,其终目的都是为了帮助客户推销产品,促进销售,否则再漂亮的设计都毫无意义。在本文中,我们通过几个低成本的单页设计案例来探讨一下如何在设计中让信息更有效传达。其中所涉及的一些基本原则适合于任何的设计项目。
No matter what kind of business design, its ultimate goal is to help customers promote sales, promote sales, otherwise beautiful design is meaningless. In this article, we discuss how to make information more effectively conveyed in design by using several low-cost single-page design cases. Some of the basic principles involved are suitable for any design project.
宣传单页设计要点
Promotional single page design points
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一、首先布置场景
First, set the scene first
如果你把一个宣传单页想象成一台戏,那么纸张就是舞台。和戏剧一样,好的广告的作用就是要让人们的注意力都集中在你的产品上。因为产品的图片背景是比较暗的,那么宣传单页的背景也处理成黑色与它配合, ok, 舞台已经暗下来了,就等演出开始。当然背景并不一定就是黑色,不过处理成黑色是容易形成戏剧氛效果的方法。添加一个很细的边框,可以把它想象成幕布,引导读者的目光到中间的内容。这种线框一定要很细,如果太粗太亮就会分散读者的注意力。
If you think of a leaflet page as a play, then the paper is the stage. Like drama, the role of good advertising is to focus people's attention on your products. Because the picture background of the product is dark, then the background of the single page is also handled in black with it, OK, the stage is already dark, and so on. Of course, the background is not necessarily black, but dealing with black is the easiest way to form dramatic atmosphere. Add a very narrow border to imagine it as a curtain and guide the reader's attention to the middle. This kind of frame must be very thin. If it is too thick and too bright, it will distract the reader's attention.

二、把产品推向前台
Two. Push the product to the front desk
将你的产品放在页面的显眼位置上,就像你在家后院招呼朋友吃烧烤时,你也会同样将这些台椅放在院子的显眼的地方一样,让每一个客人都看得见摸得着。产品图片一定要清晰,实物照片是合适的,一般厂家提供的照片质量都比较高,比如例子中的照片,你可以试着向厂家索取。如果不行,那就请摄影师给产品拍张高质量的照片,这样可能费用比较高,但是请记住:如果顾客不能清楚地打量产品,他们也不会掏钱。也许有时候你有一种给产品图片增加一些特殊效果的冲动,且慢!在一个产品宣传单中,产品是需要展示的重点,不要自作聪明搞一些倾斜,变形的效果,这样会显得华而不实;也不要把照片弄得太小,以为顾客会拿起放大镜仔细研究一番;更不要像海报一样对图片进行剪裁,顾客只会忽略产品本身,甚至以为你要刻意隐藏什么。
Put your product in the prominent position of the page, as if you are in the backyard to greet a friend for a barbecue, and you will also put the chairs in the conspicuous place of the yard, so that every guest can see it. The picture of the product must be clear, the photo of the object is the most suitable. The quality of the photos provided by the general manufacturer is high. For example, the photo in the example, you can try to ask the manufacturer to ask for it. If you do not, then ask the photographer to take a high quality picture of the product, which may be expensive, but remember that if the customer doesn't look at the product clearly, they won't pay. Maybe sometimes you have an impulse to add some special effects to the product picture, wait a minute! In a product publicity list, the product is the focus of the display. Do not be smart to make some slanting and deformed effects. This will appear to be flashy, and do not make the picture too small. You think the customer will take up the magnifying glass to study it carefully; not to cut the picture like a poster, but the customer will only ignore it. The product itself even thinks you want to hide something intentionally.
三、加上标题
Three. Add the title
一旦展示了产品,下面就要加一些文字来更详细的说明产品,介绍一些不是一眼就能看出来的优点和用途。顾客喜欢体验各种新产品,如果你把顾客想象成非常渴望进一步了解的受众,那你就可以写出好的宣传标题。想象一下,如果是给好朋友介绍这件产品,你会先介绍哪一方面,要从激动人心的部分开始。在这个例子里,这些家具看上去是藤条编制的,其实是玻璃钢的,很结实,这就是特点。如果你要推销的是螺丝刀,浴巾这类普通商品,那么就思考一下你的产品什么地方惹人喜爱,为什么顾客要买它们,然后用文字表述出来。
Once the product is shown, the following text will be added to explain the product in more detail, introducing some of the advantages and uses that are not readily apparent. Customers enjoy experiencing new products, and if you imagine the customer as a very eager audience, you can write good headlines. Imagine, if you were to introduce this product to a good friend, what would you introduce first, starting with the most exciting part. In this case, the furniture seems to be made of cane, actually it is FRP, it is very strong, that is the characteristic. If you're selling a common commodity like a screwdriver, a bath towel, think about where your product is most popular, why customers want to buy them, and then write them in words.
规则一:短标题更合适。我们平时说话时,如果一个人每说一句话都要用上 20 个以上的词,只会让听的人发疯。顾客可能喜欢你的产品,但是忍受不了你这样唠叨。一样话,百样说,好找一种简洁,准确的说法。规则二:不要叫嚷一些华而不实的口号。 强扭的瓜不甜, 喊这些口号不能帮助你卖东西,你会因为某种车宣称自己是代表“新新人类”就去买它吗?不会,你买一辆车是因为它外观漂亮,做工地道,价格适中或是刚好满足你的某种需要。
Rule 1: short headings are more appropriate. When we speak normally, if a person uses more than 20 words in every sentence, he will only make the listens go mad. Customers may like your product, but you can't bear to nag it like this. If you say the same thing, it's better to find the most concise and accurate statement. Rule two: don't shout slogans. The twisted melon is not sweet. Calling these slogans won't help you sell things. Would you buy a car just because it claims to be a "new human being"? No, you buy a car because it looks beautiful, works authentic, the price is moderate or just to meet some of your needs.
四、下面加上文字说明
Four. The following words are added
当你撰写你的文字说明的时候,记住:顾客只会在他能找到一些感兴趣的信息时才会读它,所以在你写的时候一定要找到顾客的兴趣点。好好端详一下你的产品,想想哪些信息可以让顾客对它了解更多,还有什么细节可以强调,还可以建议什么好的使用方法,有了这些信息,顾客就更可能拿起电话订购了。
When you write your description, remember that the customer will only read it when he can find some interesting information, so you must find the interest of the customer when you write. Take a good look at your product, think about what information can make the customer know more about it, what details can be emphasized, and what good methods of use can be suggested. With this information, the customer is more likely to pick up the phone.
规则三:顾客才是上帝。顾客永远是位的,你只能是靠边站。只有顾客掏出钱真的购买你的产品,世界才是美好的,否则一切都变得无意义。你要尊重这一事实,一个好的广告应该能准确反映产品真正的优点,文字不是在为产品百般辩护,而是加强这一事实。如果你认为一个顾客会毫无理由买你的产品,那只是在发白日梦。
Rule three: the customer is God. Customers are always the first ones. You can only stand aside. Only when customers take out money to buy your products, the world will be fine, or else everything will become meaningless. You have to respect this fact that a good advertisement should be able to accurately reflect the true advantages of the product. The text is not a defence of the product, but the fact that it is strengthened. If you think a customer will have no reason to buy your product, it's just daydreaming.
选用什么样的字体
What type of font to choose
1.Times 字体是不错的选择。这些传统的字体让顾客有一种信赖感,平实的字体更能使产品引人注目。 标题和文字相的字体必须匹配,但是字符间距处理的更紧凑一点。 Times, Century, Garamond, Caslon 这几种字体都是不错的选择。
The 1.Times font is a good choice. These traditional fonts give customers a sense of trust. Plain typefaces make products more attractive. The font of the title and text must match, but the character spacing processing is more compact. Times, Century, Garamond and Caslon are good choices.
2.Bauhaus Heavy 字体。包豪斯风格的装饰字体就不太适合了,这是一种比较粗重的字体,本身的装饰性在整体页面中有点太惹眼,会让读者忽略了产品本身。这类字体用在海报更合适,而不是用在产品广告单页上。
2.Bauhaus Heavy font. The Bauhaus style adornment font is not suitable, this is a relatively rough font, its own decoration on the whole page is a little too eye - catching, will let the reader ignore the product itself. This type of font is more appropriate for posters than for products leaflets.
3.Snell Roundhand 和 Futura Heavy 字体配合。这个选择很不错,优雅的字体风格同时也配合了文字本身的意思, 标题中“Wicher Beautiful ”(漂亮的藤条编织)的字体很秀丽,而“ Fibrglass strong ”(坚硬的钢化玻璃)的字体很粗壮,字体的特点配合了字面的含义。一般如果字体很醒目或是很风格化,这种字体和文字之间的联系就会很明显,记住:我们的目的是突出产品的特性。
3.Snell Roundhand and Futura Heavy font matching. This is a good choice. The elegant font style also matches the meaning of the text itself. The title "Wicher Beautiful" (beautiful rattan knit) is very beautiful, and "Fibrglass strong" (hard toughened glass) is very strong, the character of the font with the literal meaning. In general, if the font is very striking or very stylized, the connection between the font and the text will be obvious. Remember: our purpose is to highlight the characteristics of the product.
五、加上
Five. Add
后要打出自己的标识,但是标识形体要小一点,有两个原因:在销售的过程中,商店是后才被意识到的,记住我们是在卖产品,不是商店本身,同时小的标识也显得更自信。
In the end, you have to hit your logo, but there are two reasons to identify the shape. In the process of selling, the store is finally realized. Remember that we are selling the product, not the store itself, and the small logo is more confident.
以上就是关于宣传单设计的介绍,想要了解更多的内容,可以浏览我们的网站,在网站中有更多精彩内容等着你!
Above is about the introduction of leaflet design, want to know more content, you can visit our website, there are more exciting content in the website waiting for you!

 
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