what do hand-painted posters mean?
1. Background knowledge of "hand-painted in-store posters (POP advertisements)"
"POP" is a form of advertising and publicity, and is the abbreviation of English "Point_f_urchase". The original meaning of "POP" in English is selling point advertisement, and it is called "in-store poster" or "in-store advertisement" in Chinese. Its production methods are divided into "mechanical printing or printing (abbreviated as machine printing)" and "hand drawing (abbreviated as hand drawing)". 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 only solemnly appeal to you to use Chinese as far 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 the sake of brevity, we can call it "POP". But under formal circumstances, I personally advocate the use of Chinese naming.
We can know from many related introductions that modern "hand-painted in-store posters" first appeared in the United States, then in Japan and then in Taiwan Province. When it was introduced into Taiwan Province, the charm of "hand-painted" advertising and publicity was fully displayed. Exploring the reasons is probably the result of the combination of the characteristics of Chinese characters and China's artistic ideas since ancient times with this modern form of expression. As for the time when "hand painting" spread to Chinese mainland, it's hard to say for sure. In short, it happened after the reform and opening up. My feeling is that "hand painting" in the true sense of modern China should have appeared in the late 1991s.
of course, the above is from the narrow sense of modern "hand-painted in-store posters". In a broad sense, "hand-painted in-store posters" have existed since ancient times, but they are fierce today. I won't go into details here.
2. Current development of "hand-painted in-store posters"
What is "hand-painted in-store posters"? Perhaps, there will be many theoretical introductions for this. Here, I only introduce my experience summary 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. Minimum equipment requirements; 2. The immediacy is the strongest; 3, the production cost is the least; 4. The 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, and within its scope, other production methods are not suitable. On the other hand, if someone insists on putting hand-drawing into its inapplicable scope, then he will definitely say that "hand-drawing has limitations". In this regard, we should know that the evaluation of anything is relative, but it can't be absolute.
Today, I see two kinds of hand-painted posters the most. The former is a hand-painted poster drawn on coated paper by professional or amateur artists in supermarkets. The latter is that some hand-painted enthusiasts or people who don't know hand-painted at all in various shops on both sides of the road want to save money for publicity, so they usually write on very thin and cheap yellow paper with a brush dipped in red advertising color.
in the former, there are very few professional artists. Most of the rest of the artists are either temporarily called in to make up the numbers or muddle along. The reason is very simple, that is, there are very few professional hand-painted artists. Many businesses want to hire qualified professional or amateur artists, but it is always difficult to find them. I have worked as a part-time artist outside for more than three years, which is also my deepest feeling. Moreover, 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 is compiled. I sincerely hope that this textbook can be of some help to the vast number of fans.
the latter, due to non-professional reasons, has limited production level and tools, which can be understood. However, I personally advise the majority of businesses out of kindness that many hand-painted advertisements are of low production level. This kind of advertisement is posted in front of the door, which sometimes has a negative effect 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, using "machine advertising", which increases the cost and is not conducive to frequent replacement. Among them, some individuals are interested in hand-drawing and want to learn related skills, but they don't know where to go for advice. Although there are relevant books and materials in bookstores or online, most of them are too professional to be practiced by ordinary beginners, especially those without any foundation. And most fans don't want to be professional hand-painted artists, but just want to have a general application level and be able 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 practical hand-drawing skills of general level today.
In addition, as far as I know, all colleges and universities with art advertising related majors have offered "hand-drawing" related courses. However, there are serious defects. First, there are few contemporary hand-painted instructors. At present, the so-called hand-painted teachers are usually just some teachers who used to write fine calligraphy and
brush calligraphy
. What he teaches is completely out of touch with the current situation of contemporary hand-painted development. Even individual institutions are perfunctory about such courses. This also shows that colleges and universities have not paid enough attention to this. It can be said that there is a clear and strong contrast between this phenomenon and reality. This is also my original intention of compiling this textbook. I dare not expect the recognition of fans, but I hope I can make some efforts for this industry. Six Steps and Skills of Hand-painted POP Posters
Six Steps and Skills of Hand-painted POP Posters
Hand-painted POP Posters are a popular advertising form. If you want to get a beautiful POP poster, you must make great efforts in composition, graphic arrangement, text, color matching and flow. Below, I will share with you six steps and skills of hand-painted POP posters, hoping to help you!
the general process of making hand-drawn POP
step 1: collect the content related to activities or products
step 2: refine the title and simplify the text
step 3: select the appropriate layout
step 4: select the appropriate color matching
step 5: select relevant illustrations
step 6: make POP according to the layout requirements. Beginners are advised to buy a copybook and practice calligraphy with a marker and a calligraphy practice grid.
master several commonly used font decoration methods
The title word is the soul of a poster. Doing a good job of the title word can not only highlight the theme, but also make the picture more vivid. However, there are many ways to decorate the title, and beginners may not find the direction. You might as well find several decorative ways you like in practice, so that you can not only master the techniques easily, but also learn better. At the same time, you can shorten the production time and quickly improve the quality of students' hand-painted POP posters.
Pay attention to the layout of typesetting
The simplest typesetting is horizontal typesetting. Beginners would rather seek stability than expect to live and change. At this time, the text and title words can be distinguished by decorative lines or color blocks in decoration, so that they can be distinguished from each other, but they echo each other. Other typesetting layouts are as follows:
Title, illustration and text each account for about 1/3 of the poster area
The title and subtitle of a POP together should account for 1/4 to 1/2 of the whole POP area, and the title usually accounts for about 1/3 of the poster area. (When there is less POP text content, the title can account for about 1/2 of the poster area; When there is a lot of text content, the title can also be compressed to 1/4. )
Leave the four sides of the poster blank
This is also called "leaving air" on the outside of the POP poster. If you don't leave air, the contents written on the poster will be pushed to the four sides, which will make people feel suffocated and stuffy. The specific width of the blank space will be different according to the size of the poster, and 3 ~ 5 cm of blank space should be left on the four sides of 2-open (531cm×761cm)POP paper; 4-inch (391cm×543cm) POP should be left with 2 ~ 4 cm blank on four sides; Generally, 1.5 ~ 1 cm blank is left on the four sides of the explosion card.
The line spacing is greater than the word spacing
As long as there are more than two lines (including two lines) in the p>POP content, it should be noted that the line spacing of each line of text should be greater than the word spacing. We usually use the size of specific line spacing between 1/3 and 1/2 of the word height. The requirement of word spacing is that words are next to each other, but generally they cannot be connected, so a certain gap should be left.
there are not many colors but miscellaneous
a poster can have 3~5 theme tones. Too many colors are easy to be messy, and too few can't highlight the key points. To this end, the author suggests that the title words can be written in 1~3 colors, the main body is written in one color (that is, one pen to the end), and the key contents (such as "delivery", price and date) can be written in another color.
The selection of illustrations should be related to the product
For example, the figure below shows a slim young woman, which is easily reminiscent of the young women as the target customers of Besunyen, and her slim figure can better demonstrate the slimming effect of the product.
making activity posters
generally speaking, the main title of activity posters is relatively direct, so that people can know what the activity is at a glance, or the main title is more interesting and the subtitle is more straightforward. Six Steps and Skills of Making Hand-painted POP Posters
Six Steps and Skills of Making Hand-painted POP Posters
Hand-painted POP is a kind of POP advertisement, which is mainly used to stimulate consumption and enliven the atmosphere of stores. Because of its low production cost, bright colors and silent sales staff, it is favored by the retail industry. So, how to make hand-painted POP posters? What are the skills? Please take a look at it together.
6 steps and skills of making hand-painted POP posters 1
General process of making hand-painted POP
Step 1: Collect content related to activities or products
Step 2: Refine the title and simplify the text
Step 3: Choose the appropriate layout
Step 4: Choose the appropriate color matching
Step 5: Select relevant illustrations. The word
is the basis of a poster. Beginners are advised to buy a copybook and practice calligraphy with a marker and a calligraphy practice grid.
second, master several common font decoration methods.
The headline is the soul of a poster. Making a good headline can not only highlight the theme, but also make the picture more vivid. However, there are many ways to decorate the title, and beginners may not find the direction. You might as well find several decorative ways you like in practice, so that you can not only master the techniques easily, but also learn better. At the same time, you can shorten the production time and quickly improve the quality of students' hand-painted POP posters.
third, pay attention to the layout.
The simplest typesetting is horizontal typesetting. Beginners would rather seek stability than expect to live and change. At this time, the text and title words can be distinguished by decorative lines or color blocks in decoration, so that they can be distinguished from each other, but they echo each other. Other typesetting layouts are as follows:
Leave the four sides of the poster blank.
This is also called the external "air retention" of the POP poster. If there is no air retention, the content written in the poster will be pushed to the four sides, which will make people feel suffocated and stuffy. The specific width of the blank space will be different according to the size of the poster, and 3 ~ 5 cm of blank space should be left on the four sides of 2-open (531cm×761cm)POP paper; 4-inch (391cm×543cm) POP should be left with 2 ~ 4 cm blank on four sides; Generally, 1.5 ~ 1 cm blank is left on the four sides of the explosion card.
line spacing is greater than kerning.
as long as there are more than two lines (including two lines) in the content of p>POP, it is necessary to pay attention to the fact that the line spacing of each line should be greater than the word spacing. We usually use the size of specific line spacing between 1/3 and 1/2 of the word height. The requirement of word spacing is that words are next to each other, but generally they cannot be connected, so a certain gap should be left.
The title, illustration and text each account for about 1/3 of the poster area.
the title and subtitle of a POP together should account for 1/4 to 1/2 of the whole POP area, and the title usually accounts for about 1/3 of the poster area. (When there is less POP text content, the title can account for about 1/2 of the poster area; When there is a lot of text content, the title can also be compressed to 1/4. )
fourthly, there should not be too many colors.
a poster with 3~5 theme tones is enough. Too many colors are easy to be messy, and too few can't highlight the key points. To this end, the author suggests that the title words can be written in 1~3 colors, the main body is written in one color (that is, one pen to the end), and the key contents (such as "delivery", price and date) can be written in another color.
fifth, the selection of illustrations should be relevant to the product.
For example, in the picture below, there is a slim young woman, which easily reminds people that Besunyen's target customers are young women, and her slim figure can better show the slimming effect of the product.
sixth, the production of activity posters.
Generally speaking, the main title of activity posters is relatively straightforward, so that people can know what the activity is at a glance, or the main title is more interesting and the subtitle is more straightforward.
There are generally two types of activity poster body templates
1. Time and place type. Just like writing a composition when I was a child and explaining "when, where and who happened", we can tell you the time, place and other things that need to be notified by this kind of activity poster.
2. prize seduction type. "There must be a brave man under the big prize". If your competition is rich in prizes, why don't you tell everyone? Maybe, the number of participants will double and the atmosphere of the event will be even HIGH.
of course, it is more attractive with a cartoon illustration to the point.
Six Steps and Skills of Making Hand-painted POP Posters 2
Drawing according to photos
For beginners, learning to draw by hand is more helpful than drawing according to photos, which lays a solid foundation for future outdoor sketching and creation. If beginners go directly to the field to sketch, they will generally feel that they don't know where to start, either because the proportion is wrong or too partial, and they are obsessed with a detail, and they are stuck in the performance of light and shadow. Therefore, it will be relatively easy to cover the picture according to the photo, and students need not be distracted by light, shadow, color and proportion. The key point is to understand the general hierarchy of black, white and gray, and the performance of black is not a rigorous sketch performance, but mainly emphasizes the general expression and understands the rhythm of the picture. Therefore, it is very necessary to practice the hand-drawing of Montague. We must practice it persistently, understand the organizing language of the picture, and learn to choose.
problems in painting
1. Selective painting
Every photo we choose can't be perfect, and we need to re-compose. The most important principle is to choose the visual center and focus of each photo, that is, the theme of the photo itself, and the rest are secondary links, so we should cut it appropriately. Can summarize the painting, according to the needs of the picture, boldly omit, summarize, and make the necessary.