"POP" is a form of advertising, which is the abbreviation of "Point_f_urchase" in English. The original meaning of "POP" in English is selling point advertisement, while in Chinese it is called "in-store poster" or "in-store advertisement". Its production methods are divided into "mechanical printing or printing (referred to as machine printing)" and "hand painting (referred to as hand painting)". Among them, hand-painted in-store posters are the most unique, wonderful and widely used. I call it "hand-painted in-store poster", but people in the business circle are used to calling it "POP", whether professional or unprofessional. Here, on behalf of myself, I solemnly appeal to everyone to use Chinese as much as possible, that is, "hand-painted in-store posters", referred to as "hand-painted posters" or "hand-painted". Because there is no doubt about the expressive ability of Chinese. Of course, for brevity, we can call it "POP". But on formal occasions, I personally advocate using Chinese naming.
From many related introductions, we can know that modern "hand-painted in-store posters" first appeared in the United States, then in Japan, and then in Taiwan Province Province of China. When it was introduced into Taiwan Province Province, the charm of "hand-painted" advertising was fully displayed. The reason is probably the combination of the characteristics of Chinese characters and China's artistic concept since ancient times with this modern form of expression. As for when "hand painting" spread to Chinese mainland, it's hard to say. In short, it happened after the reform and opening up. My feeling is that the true "hand painting" in modern China should appear in the late 1990s.
Of course, the above is from the narrow sense of modern "hand-painted in-store posters". The generalized "hand-painted in-store posters" have existed since ancient times, but today they are more intense. I won't go into details here.
2. The development status of "hand-painted in-store posters"
What is a "hand-painted in-store poster"? Perhaps, there will be many theoretical introductions to this. Here is only a summary of my experience in actual combat. "Hand-painted in-store posters" (referred to as "hand-painted") is a form of advertising. To put it bluntly, it is a handwritten advertisement. Hand-drawing is irreplaceable in many cases. This is because hand-drawing has the following characteristics: 1, with the lowest equipment requirements; 2. The immediacy is the strongest; 3, the production cost is the least; 4. Humanization is unparalleled. Some people say that hand-drawing has limitations. But I think its limitation is the irreplaceable feature of hand painting. In other words, the application of hand-drawing has a certain scope, within which other production methods are not suitable. On the other hand, if someone insists on including hand painting in its inapplicable scope, then he will definitely say that "hand painting has limitations". In this regard, we must know that the evaluation of everything is relative, but it cannot be absolute.
There are two kinds of hand-painted posters that I see the most today. The former is used by professional or amateur artists in shopping malls and supermarkets.
Mike pen
Hand-painted poster painted on coated paper. The latter are some hand-painted enthusiasts or people who don't know hand-painted at all in various shops on both sides of the road. In order to save money for publicity, they usually write on thin and cheap yellow paper with a brush dipped in red advertising color.
In the former, there are few professional artists. Most of the remaining artists are either temporarily called in to make up the numbers or muddling along. The reason is very simple, that is, there are few professional hand-painted artists. Many enterprises want to hire qualified professional or amateur artists, but it is always difficult to find them. I have been a part-time artist outside for more than three years, which is also my deepest feeling. And businessmen often come to me and want me to be a full-time artist. After I refused, I was asked to introduce one. Based on the shortage of professional hand-painted artists and the serious shortage of ordinary amateur hand-painted artists, this textbook was compiled. I sincerely hope that this textbook can help the fans.
The latter is understandably limited in production level and tools due to non-professional reasons. However, I personally advise the majority of businesses in good faith that many hand-painted advertisements are of low production level. This kind of advertisement posted in front of the door sometimes has negative effects and damages the image of the store. Among them, a considerable number of businesses have realized this and are trying their best to improve it by adopting "machine advertising", which increases the cost and is not conducive to frequent replacement. Some of them are interested in hand painting and want to learn related skills, but they don't know where to consult. Although there are relevant books and materials in bookstores or online, most of them are too professional, which makes it difficult for beginners in general, especially those without any foundation, to practice. Moreover, most fans don't want to be professional hand-painted artists, just want to have a general application level to meet the needs of daily business promotion. Therefore, those professional books are almost useless to them. Therefore, I think there is the widest market to promote the general level of practical hand-drawing skills today.
In addition, as far as I know, all colleges and universities that offer art advertising related majors have offered "hand-drawing" related courses. However, there are serious defects. First, there are few contemporary hand-painted tutors. At present, the so-called hand-painted teachers are usually just people who wrote good calligraphy at that time.
calligraphy
Our teacher. What he teaches is completely out of touch with the present situation of contemporary hand-painted development. Even individual institutions are perfunctory about such courses. This also shows that colleges and universities pay insufficient attention to this. It can be said that there is a clear and strong contrast between this phenomenon and reality. This is also the original intention of writing this textbook. I dare not expect fans' approval, but I hope I can make some efforts for this industry.
What are the characteristics of hand-painted poster design? 1, saving cost and time.
The design of hand-painted POP posters is hand-painted with special POP pen materials, which has the advantages of less consumables, low cost, saving expenses, quick production, time saving, strong operability and flexibility. Stimulate consumers' potential desire to buy. Although manufacturers use major media to widely publicize their own enterprises or products, sometimes consumers step into stores and forget the advertising contents of other media. At this moment, using hand-painted POP posters for on-site display can arouse consumers' potential awareness, re-remember the goods and promote the purchase action.
2, can replace the salesman
Hand-painted POP posters have the reputation of "silent salesman" and "most loyal salesman". In supermarkets and shopping malls, when consumers are faced with many commodities and have no hands, fascinating hand-painted POP posters are faithfully and continuously placed around the commodities, providing consumers with commodity information and stimulating consumers' purchasing impulse.
3. Rich
attraction
And intimacy.
Hand-painted POP posters reveal intimacy that other printed materials can't express. Its affinity can best stimulate consumers' potential desire to buy, make consumers impulsive and bring business opportunities to operators. Hand-painted POP posters with contrasting colors, flexible shapes, humorous and exaggerated patterns and accurate and vivid language can create a strong sales atmosphere, attract consumers' attention, guide consumption and promote purchase impulse.
4. Enhance corporate image
With the increasingly fierce business competition, enterprises not only pay attention to improving the visibility of products, but also pay more attention to the publicity of corporate image. Hand-painted POP posters, like other advertisements, can establish and enhance the corporate image in the sales environment, thus maintaining a good relationship with consumers.
On the characteristics of hand-painted poster design, Qingteng Bian Xiao would like to share with you here. If you are interested in web design and website design,
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What are the characteristics of hand-painted poster design?
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What is a hand-painted popular poster? It's complicated
Let's put it simply: hand-painted pop posters are propaganda posters drawn with simple tools (mainly Mike pens). That is to say, in general stores, posters hand-painted with POP pens or markers are very creative and more attractive than most posters. Because it is simple to draw by hand, Taiyuan hand-painted POP is a stepping stone to professional training guidance, and there are opportunities from fonts, variants and copybooks. The pens on May Day Road are more expensive, and the ones here are more suitable. Overview of 6585322POP advertisement
The production of pop advertisement: it is relatively simple, and the visual impact after production is great, which has achieved the expected purpose of the merchants. Therefore, most pop advertisements are made of water-based markers or oily markers and special papers of various colors.
There are many ways and methods to make POP advertisements, and there are countless kinds of materials, but hand-drawn POP is the most flexible, economical and friendly. The basic principles of making hand-painted POP are: easy to attract attention; Easy to read; You can know the focus of your appeal at a glance; Have aesthetic feeling; Have personality; Have a sense of unity and cooperation; Effective.
The writing method of hand-painted POP. POP must first have the following three basic points: ● Eye-catching. ● Concise. ● Easy to understand.
First of all, in order to make POP stand out, we should find a way from the size and color of the paper. Shops will display goods of different sizes and colors. In this colorful environment, if all POPs are made of white paper, it will certainly not attract customers' special attention. Please try to make POP with different colors of paper, and you will get different effects.
Customers have different feelings about different colors, yellow gives customers a feeling of cheap price, and light pink and orange have good effects. Most customers prefer warm colors to cool colors.
In addition, the area of POP will also change according to the size of goods and the content of writing. Large POPs should be used for special goods placed in piles, while for small goods placed on shelves, attention should be paid to the size of paper when making POPs, and it is best not to block all goods. POPs of different sizes should be prepared.
The second point is simplicity. Fashion can't be infinitely magnified. At this point, how to accurately express all the contents you want to publicize is a problem. Although the more detailed the information conveyed to customers, the better. However, if a lot of content on POP is written in fine print and customers can't read it clearly, they won't read it at all. To this end, we should try to sum up the characteristics of goods into three items, at most three. POP is a means to attract customers' attention to goods. It summarizes the characteristics of goods into items, which is convenient for customers to read and understand goods.
The pen for writing POP should be controlled within three colors. If there are too many colors in the font, customers will be dazzled and difficult to see.
The third point is easy to understand. The language of introducing goods should be clear to customers at a glance, not vague or obscure.
POP advertising is a new commercial advertising form developed on the basis of general advertising form. Compared with ordinary advertisements, its characteristics are mainly reflected in the way, place and time of advertisement display. This can be seen from the concept of POP advertising.