What is pop?
pop is not a food. pop advertising is one of many forms of advertising. It is the abbreviation of British pointofpurchaseadvertising, which means "point-of-purchase advertising". There are two kinds of concepts of pop advertising: the broad concept of pop advertising refers to all the advertisements placed around and inside commercial spaces, places of purchase, retail stores and places where goods are displayed, which belong to pop advertising. Such as: the plaque of the store, the filling and window of the store, the inflatable advertisements and banners hanging outside the store, the decoration, furnishings, poster advertisements and service instructions inside the store, the advertising publications distributed in the store, the advertising performances, and the advertisements of radio and video electronic billboards. In a narrow sense, the concept of pop advertising only refers to the exhibition counters set up in the purchase places and retail stores, and the advertising media that can promote the sales of goods by hanging, placing and displaying around the goods.
pop advertising originated from the advertisements in supermarkets and self-service stores in the United States. In 1939, the American pop Advertising Association was formally established, and since then, pop advertising has gained a formal status.
after 1931s, pop advertisements appeared frequently in supermarkets, chain stores and other self-service stores, so they were gradually valued by business circles. After the 1961s, supermarkets, a self-service sales method, gradually expanded from the United States to all parts of the world, so pop advertisements also went to all parts of the world.
pop advertisement is just a title, but in terms of its form, in ancient China, the wine bottle gourd and wine flag hung outside the hotel, the banner hung outside the inn, the medicine bottle gourd, plaster or painted elixir hung at the door of the drugstore, and the lanterns decorated on holidays and in case of festive events can all be described as the originator of pop advertisement.
functions of pop advertisements
1. functions of informing new products
almost all pop advertisements belong to informing advertisements of new products. When a new product is sold, it can attract consumers' attention and stimulate their desire to buy by cooperating with other mass media and using pop advertisements in sales places.
2 Function of arousing consumers' potential purchasing consciousness
Although various manufacturers have widely publicized their own enterprises or products by using various mass media, sometimes when consumers step into stores, they have forgotten the advertising contents of other mass media. At this moment, using pop advertisements to display on the spot can arouse consumers' potential consciousness, recall the goods again and promote the purchase action.
3 functions to replace salespeople
pop advertisements have the good names of "silent salespeople" and "most loyal salesmen". The environment in which pop advertisements are often used is a supermarket, which is a way of optional purchase. In the supermarket, when consumers are faced with many commodities and have no way to start, an outstanding pop advertisement placed around the commodities can faithfully and continuously provide consumers with commodity information, which can play a role in attracting consumers to promote their purchase determination.
4. the function of creating sales atmosphere
by using the strong colors, beautiful patterns, prominent shapes, humorous actions and accurate and vivid advertising language of pop advertisements, a strong sales atmosphere can be created, which can attract consumers' attention and promote their impulse to buy.
5. the function of enhancing corporate image
now, some domestic enterprises not only pay attention to improving the visibility of products, but also pay great attention to the publicity of corporate image. Pop advertising, like other advertisements, can establish and enhance the corporate image in the sales environment, and then maintain a good relationship with consumers.
classification of pop advertisements
there are many kinds of pop advertisements with different classification methods. If classified according to the function, pop advertisements can be divided into the following four categories:
1. Hanging pop advertisements;
2. price card and display card pop advertisement;
3. pop advertisement combined with commodities;
4. Large-scale stand-up pop advertisement.
development trend of pop advertising
In recent years, pop advertising has shown the following development trend:
1. Series of pop advertising
In order to effectively cooperate with promotional activities and form a strong sales atmosphere in a short period of time, a single pop advertising is no longer competent. Therefore, the simultaneous use of various types of series of pop advertising media can make the turnover increase rapidly, so now pop advertising has developed from single to series. Although our country's pop advertisement is still in the primary stage, we should still pay attention to this feature.
2 absorption and synthesis of new technologies
with the development of science and technology, new technologies, new processes and new materials are constantly emerging. The technologies of sound, light, electricity, laser, computer and automatic control are combined with pop advertisements, resulting in a number of brand-new pop advertising forms. Using high-tech technology to make pop advertisements, although the cost is high, its effect is incomparable with ordinary pop advertisements.
3. hand-painted pop advertisements
hand-painted pop advertisements, as the name implies, are made by hand. There are many ways to make pop advertisements, which can be roughly divided into hand-drawn and mechanical processing. After the 1961s, Japan began to use hand-painted pop advertisements to sample the names and prices of commodities, centering on supermarkets. The appearance and application of the Mike pen has promoted the development of hand-painted pop advertisements and spread them to other countries.
hand-drawn pop advertisement is a kind of pop advertisement in shopping malls. It doesn't need too much production cost, exquisite printing processing, and only needs a little creativity and some simple tools to write beautiful pop advertisements with hand-drawing. Its characteristic is that it can provide commodity information quickly and communicate with customers, and its effect sometimes exceeds that of mechanically produced pop advertisements. How to design a vitamin E pop poster
About POP
is an abbreviation of English, which means "selling point advertisement". Its main commercial purpose is to stimulate and guide consumption and enliven the atmosphere of stores. Her forms include outdoor signs, exhibition boards, window posters, in-store tables, price lists, flags, and even three-dimensional cartoon models. POP is commonly used for short-term promotion, with exaggerated humor and strong colors, which can effectively attract customers' views and arouse their desire to buy. As a low-cost and efficient advertising method, POP has been widely used. > > > Production form of POP: The production forms of POP include color printing, printing and hand drawing. With the development of computer software technology, it shows its beautiful and efficient advantages in art design and application, and can even imitate the graffiti effect of hand-painted artistic glyphs to the fullest, and can receive and dial LOGO pictures from digital cameras and scanners. It is especially suitable for making selling points with large demand for POP quickly, efficiently and at low cost. > > > Application of POP: POP is mainly used in supermarket stores and various retail terminal stores, etc. At present, most large supermarket stores are printed into a unified template, and then the artists fill in the text content according to the requirements, so as to meet the different use requirements of the exquisite goods counters, which is very flexible and timely. Therefore, generally simple hand-painted POP is not competent and must be mass-produced in a modular way. At present, there is a trend for product specialty stores to operate in a brand chain. Many of them operate synchronously with brand operators and manufacturers in terms of product organizational structure, promotion plan, store style, etc., but in the use of POP, many of them still advocate different copywriting and different discount information. Some stores even use yellow paper brushes to write posters such as "great news" ... This obviously does not adapt to the trend of brand operation. Perhaps at this point, brand suppliers should consider more
tools commonly used in POP hand-painted posters
To draw a beautiful POP poster, you can use the following tools to mix and match, and you don't have to use a specific tool. These tools are the basic tools for completing a POP hand-painted poster, which can be bought in art shops or bookstores:
1. Color pens: two kinds of pens: corner head and round head.
2. Mike pen: It is divided into two kinds of pens, i.e. corner head and round head, and three kinds of solutions, i.e. alcohol, water and oil.
third, powder and crayons.
fourth, pastel pen.
5. colored pencils and sketching pencils.
six, watercolor, poster color, round or flat watercolor pen.
seven, brush, ink, color Dan.
VIII. Pen knife, art knife, circle cutter, modeling scissors, scissors.
IX. Double-sided adhesive, lipstick adhesive, scotch tape, paper tape, glue, photo adhesive and Taiwan Province adhesive.
11. Cutting board, cutting steel ruler (one for each of 31cm, 71cm and 111m), small ruler, wave ruler and soft ruler.
Xi. Compass.
XII. stylus.
XIII. Likebai, correction tape, white paint pen, gold paint pen and silver paint pen.
XIV. Handbags and paper reels.
combination factors of hand-painted POP posters
The combination factors of hand-painted POP posters can be roughly divided as follows:
1. Illustrations
(1) Thematic
(2) Decorative
(3) Whole topic
2. Copywriting
(1) Headlines
(2
second, write with a hard pen → write with a round pen → write with a corner pen → practice with a soft pen
third, practice pen rotation and joint from top to bottom and from left to right.
fourth, creative font practice.
five, grid space allocation.
VI. Font decoration.
VII. Reading books.
VIII. Font first → big character poster → graphic poster → three-dimensional poster → three-dimensional object
VII. Application of computer and artist
Besides hand-drawn POP posters, recently, computer draft posters synthesized by computer drawing and output by color inkjet printers are also common. In addition to the overall output by computer, the characters printed by computer can also be used as a tool for producers who are not good at writing POP fonts by day. With the use of computer software such as CroalDraw, Pagemaker and Quack, we can get many varied computer words.
marketing of hand-painted POP posters
Just because a POP poster is written well does not mean that it is successful. The time limit, the duration of posting and the location of posting are all affecting the effectiveness of this poster in conveying information. If you make a very beautiful poster, and the posting time is only one day, and the posting place is not where the target audience can see it, then the effectiveness of the poster is wasted. Hand-painted POP posters should not only be beautifully written, but also be carefully photographed because the production time takes a lot of effort.
I can only teach you, but I can't give it to you. Will support you! Come on! How to draw POP style posters?
1, PS
Photoshop mainly deals with digital images composed of pixels. Using its numerous editing and drawing tools, you can edit pictures effectively. Ps has many functions, including images, graphics, text, video, publishing and so on.
in p>2113, AdobePhotoshop8 was renamed AdobePhotoshopCS. In July 2113, Adobe introduced a new version of PhotoshopCC. Since then, PhotoshopCS6, as the last version of AdobeCS series, has been replaced by the new CC series.
2. CorelDRAW
CorelDRAW Graphics Suite is the graphic design software of Corel Company in Canada; This software is a vector graphics production tool software produced by Corel company. This graphics tool provides designers with many functions such as vector animation, page design, website production, bitmap editing and webpage animation.
This software package provides professional designers and drawing enthusiasts with briefings, colorful pages, manuals, product packaging, logos, web pages and others. The intelligent drawing tools and new dynamic guidance provided by the software can fully reduce the difficulty of user's manipulation, allow users to create the size and position of objects more easily and accurately, reduce the click steps and save design time.
3. Excel
Office is often the standard for making document files, and it has some features that other products do not have, but other products also have features that Office lacks.
since the beginning of Microsoft2117OfficeSystem, there has been a user interface which is quite different from the previous version. This interface is called Ribbon interface, and it has been used in MicrosoftOffice2111, MicrosoftOffice2113 and MicrosoftOffice2116.
4. As the most famous vector graphics software in the world, AdobeIllustrator
has occupied most of the global vector editing software with its powerful functions and considerate user interface. According to incomplete statistics, 37% of designers around the world are using AdobeIllustrator for artistic design.
especially based on the application of PostScript technology patented by Adobe, Illustrator has completely occupied the professional printing and publishing field. Whether it is the designer of line draft and professional Illustrator, the artist who produces multimedia images, or the producer of internet pages or online content, after using Illustrator, you will find that its powerful function and simple interface design style can only be compared with Freehand.
5. AdobeDreamweaver
DW is a WYSIWYG webpage code editor that integrates webpage production and website management. With the support of HTML, CSS, JavaScript and other content, designers and programmers can quickly make and build websites almost anywhere.
AdobeDreamweaver uses WYSIWYG interface and HTML (an application under standard generalized markup language) editing function, and with the help of simplified intelligent coding engine, it can easily create, code and manage dynamic websites.