关于宣传科学性的思考！
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文/沈唯 图/Google</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>设计无论多么有创意，<span style="color: black;">亦</span>无论视觉美感多好，它都是<span style="color: black;">创立</span>在科学<span style="color: black;">办法</span><span style="color: black;">基本</span>上的。“科学性”是<span style="color: black;">宣传</span>设计的基本特征之一，<span style="color: black;">宣传</span>设计的“科学性”<span style="color: black;">包括</span><span style="color: black;">非常多</span>方面，笔者认为有几点很关键：</span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWUer7vtvMn7xFC6vZUKjYJcyrbZGjfxsN7gbCuHP3dbV3kH0mKe2XCg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①从市场调研中<span style="color: black;">发掘</span>消费者的需求</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②从<span style="color: black;">制品</span>特点中寻找消费者的利益点</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③从创意概念中抓住消费者的心理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④从视觉习惯中留住消费者的目光</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑤从<span style="color: black;">详细</span>文案中强化消费者的感知</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这五点告诉<span style="color: black;">咱们</span>，<span style="color: black;">宣传</span>设计的内容与形式都要根植于科学分析与判断，<span style="color: black;">按照</span>市场<span style="color: black;">实质</span><span style="color: black;">状况</span>作出对策，以达到实用、有效的目的。</span><span style="color: black;"><span style="color: black;">宣传</span>设计<span style="color: black;">必要</span>围绕对消费者的认识、对消费者需求的认识展开，以<span style="color: black;">加强</span><span style="color: black;">宣传</span>设计的<span style="color: black;">实质</span>效果。</span></span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWEof7vYvzxhOibECJExUba0lwbFHCSNz7hrKCl49SFnzBk7GUWXIF3hg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从市场调研中<span style="color: black;">发掘</span>消费者的需求 </span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>设计的过程<span style="color: black;">拥有</span>科学的系统性。在<span style="color: black;">宣传</span>设计前进行市场调研是基本的着手点，做市场调研的目的是<span style="color: black;">发掘</span>消费者的需求，<span style="color: black;">认识</span>什么<span style="color: black;">原因</span>是消费者最看重的，什么<span style="color: black;">原因</span>是次要的，这对<span style="color: black;">宣传</span>设计方向起到决定<span style="color: black;">功效</span>。</span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWqX8I2O1EjkmrZF3WOgwNx729gAm9Admib5c6vE5VCDrk5MYtOBSZysQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如，<span style="color: black;">宣传</span>大师大卫・奥格威（David Ogilvy）曾经在为赫莲娜・鲁宾斯面霜做<span style="color: black;">宣传</span>时，对作出的承诺作了市场调查，以确立<span style="color: black;">宣传</span>的正确方向。在对消费者的<span style="color: black;">许多</span>承诺中，他<span style="color: black;">发掘</span>面霜的“深层清洁力”<span style="color: black;">作为</span>最受欢迎的承诺，<span style="color: black;">因此</span>在<span style="color: black;">制品</span>的名字中放入了这种承诺。这一<span style="color: black;">措施</span>虽然看似“简单”，但<span style="color: black;">经过</span>市场调研<span style="color: black;">发掘</span>了<span style="color: black;">宣传</span>成功的关键点：对消费者的承诺。赫莲娜・鲁宾斯面霜<span style="color: black;">宣传</span>取得成功是必然的，<span style="color: black;">由于</span><span style="color: black;">经过</span>市场调研，该面霜在消费者眼中<span style="color: black;">拥有</span>“深层清洁力”，这是最大的卖点。</span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWmTWT5eV8T3SPRrSdaBu6qrlA1WUsyriaBrOr6MrGg1h5kALzqpIqnYw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">市场调研这一步骤虽然与<span style="color: black;">宣传</span>设计创意看似关系不大，但确实是<span style="color: black;">宣传</span>美术设计的<span style="color: black;">基本</span>，<span style="color: black;">宣传</span>设计之美源于市场调研的结果，<span style="color: black;">亦</span><span style="color: black;">便是</span>消费者认同<span style="color: black;">怎么样</span>的<span style="color: black;">宣传</span>美学，从内容到形式，消费者的真正需求为<span style="color: black;">宣传</span>创意设计指明了正确的方向。这种“科学性”带来的是<span style="color: black;">宣传</span>设计内容与形式的正确。</span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uW7CnfOUkdhUAv0pAzrpWm4pxrKQg6rlOIkyvxJvnjPAgbwO2xPib214g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从<span style="color: black;">制品</span>特点中寻找消费者的利益点 </span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>的特点与消费者的利益点是对接的。<span style="color: black;">制品</span>的卖点、与其他<span style="color: black;">制品</span>的差异点、<span style="color: black;">制品</span><span style="color: black;">自己</span>的<span style="color: black;">特殊</span>是进行<span style="color: black;">宣传</span>设计的前提，它确定了<span style="color: black;">宣传</span>说什么，而说什么是怎么说的核心。</span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWy0FQ0yS7fzqGz9kiatSXprSswFV4pkia0XibDg1qU7AMdbe9UzG2DwA2Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如，USP（独特<span style="color: black;">营销</span>主张）理论的提出者和倡导者<span style="color: black;">宣传</span>大师罗瑟・瑞夫斯（Rosser Reeves）为马氏巧克力豆所做的<span style="color: black;">宣传</span>，<span style="color: black;">便是</span>从<span style="color: black;">制品</span>中寻找到了能带给消费者的最大的好处，“只溶在口，不溶在手”，这一<span style="color: black;">宣传</span>语造就了马氏巧克力豆的畅销局面。<span style="color: black;">制品</span>的差异化、<span style="color: black;">特殊</span>是带给消费者利益点的<span style="color: black;">基本</span>，<span style="color: black;">由于</span><span style="color: black;">经过</span><span style="color: black;">制品</span>特点的挖掘，该巧克力豆在消费者眼中<span style="color: black;">拥有</span>“<span style="color: black;">独一</span>用糖衣包裹的巧克力”这一最重要卖点。</span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWo9S8QTC3pT3dYtvE1icQfLJGM5dJLRo9VxFnM6qic1NibiaztHvgLoib1uA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>特点是<span style="color: black;">宣传</span>设计的核心，<span style="color: black;">目的</span>指向是消费者的利益点，这两者缺一不可。尽管如今看来，USP理论、定位理论等<span style="color: black;">安身</span><span style="color: black;">制品</span>差异化与<span style="color: black;">特殊</span>的<span style="color: black;">宣传</span>理论并不是在任何<span style="color: black;">宣传</span>环境中都能取得很好的效果，<span style="color: black;">然则</span>鲜明、科学的<span style="color: black;">宣传</span>立场为<span style="color: black;">制品</span>的<span style="color: black;">营销</span>确实带来了很大的益处。这种“科学性”带来的是<span style="color: black;">宣传</span>设计诉求点的聚焦。</span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWV5Trnib47nzHSn6t8sUg7oOofbibdQEJ2HMRKMcvicCHev5VGiagoTt01g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从创意概念中抓住消费者的心理 </span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">创意的形式是艺术，创意的概念是科学，创意的概念是创意的定位、定性，是创意的内核，是创意形式的灵魂，它<span style="color: black;">亦</span>指引着广告设计的航向。<span style="color: black;">倘若</span>创意的概念偏离<span style="color: black;">目的</span>，<span style="color: black;">那样</span>创意的形式再好<span style="color: black;">亦</span>是无<span style="color: black;">道理</span>的。</span><span style="color: black;">创意的概念不仅植根于<span style="color: black;">制品</span>，<span style="color: black;">况且</span>植根于消费者心理，<span style="color: black;">这般</span>的创意才是有<span style="color: black;">道理</span>的，能够对<span style="color: black;">宣传</span>起到<span style="color: black;">实质</span><span style="color: black;">功效</span>。<span style="color: black;">宣传</span>设计的创意是<span style="color: black;">制品</span>与消费者心理之间的艺术张力，创意的概念越是准确、聚焦，就越能满足消费者真正的需求，当创意越<span style="color: black;">拥有</span>冲击力，<span style="color: black;">宣传</span>的效果<span style="color: black;">亦</span>就越好。这种“科学性”带来的是<span style="color: black;">宣传</span>设计创意的准确、有效。</span></span><span style="color: black;"><span style="color: black;">举荐</span>阅读：</span></span><span style="color: black;"><a style="color: black;">探究！<span style="color: black;">宣传</span>的视觉冲击力</a></span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWv1iaia9rL44ZfOvS2udjOKFhRQPykGjPZq3IN9zqibEcxTibndhvdddyTg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从视觉习惯中留住消费者的目光 </span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">视觉习惯是人们阅读的视觉规律。在大卫・奥格威看来，消费者看平面<span style="color: black;">宣传</span>设计是从插图到标题，由标题再到正文的过程。这种视觉流程是人们阅读<span style="color: black;">资讯</span>、<span style="color: black;">宣传</span>的习惯。视觉习惯不因创意而改变，这是两个概念。遵循了视觉习惯、视觉规律的<span style="color: black;">宣传</span>设计便于人们阅读，在阅读过程中是<span style="color: black;">非常</span>省力的，越是省力，人们对<span style="color: black;">宣传</span>内容的关注就会越多。</span><span style="color: black;">在<span style="color: black;">宣传</span>设计过程中，对视觉规律的把握、对视觉习惯的遵循使消费者接受<span style="color: black;">宣传</span>设计传播的信息更快速，会在较<span style="color: black;">短期</span>内给人留下较深刻的印象。这种“科学性”带来的是<span style="color: black;">宣传</span>设计阅读的<span style="color: black;">方便</span>。 </span></span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uWibbXnsj1Aa7VcIEphGaBYr6nZMpSW6AqukHCx2xdlmLWLBxDuEcWFQQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">从<span style="color: black;">详细</span>文案中强化消费者的感知</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>文案与<span style="color: black;">宣传</span>插图如同姐妹。在读图之后，受众对<span style="color: black;">制品</span>特点与创意概念的兴趣<span style="color: black;">已然</span><span style="color: black;">创立</span>，文案是对<span style="color: black;">宣传</span>画面的进一步阐释，会对消费者进行<span style="color: black;">仔细</span>的描述，使人们更加<span style="color: black;">认识</span><span style="color: black;">制品</span>的特点。 </span><span style="color: black;">消费者对<span style="color: black;">制品</span>的感知要依靠“科学性”来进行深化，“说服”的过程<span style="color: black;">便是</span>“事实”展开的过程，说什么、怎可说都以<span style="color: black;">得到</span>消费者的信任、强化消费者对<span style="color: black;">制品</span>的感知为核心。这种“科学性”使<span style="color: black;">宣传</span>设计的表达更为清晰，更具说服力。</span></span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uW6x2L6zricMTIcgPZiaPbaXTSr8CrTKaLvibVvasbhtiatgbxK1JSAaETtw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>设计的科学性是<span style="color: black;">宣传</span>设计具备<span style="color: black;">实质</span>效果的重要前提。如今，当<span style="color: black;">宣传</span>迈入数字营销时代，<span style="color: black;">各样</span>新<span style="color: black;">宣传</span>在数字技术的支撑下、在营销方式的变革下飞速发展，<span style="color: black;">宣传</span>人、设计师注重<span style="color: black;">宣传</span>的“科学性”仍是<span style="color: black;">宣传</span>获取成功的重要<span style="color: black;">原因</span>。<span style="color: black;">知道</span>了<span style="color: black;">宣传</span>设计的科学要素，<span style="color: black;">才可</span>更好地开拓<span style="color: black;">宣传</span>创意的发展空间，<span style="color: black;">才可</span>更好地促进<span style="color: black;">宣传</span>战略的实现。</span><span style="color: black;"> <span style="color: black;">举荐</span>阅读：</span></span><span style="color: black;"><a style="color: black;">阐释！平面<span style="color: black;">宣传</span>中的美感</a></span><img src="http://mmbiz.qpic.cn/mmbiz_jpg/eAomzibBwCjaeCKHib75dbNLKibqk6J76uW0TBFHJJcI8rHuibazAW8FXRS0TqRX5xLGdFk3qdiameK0B0vUbuNx9DA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz/eAomzibBwCjZjx6m2BMkZZ0Vgs2lCszdC5ZhVQNbSIfNo9b6dOaKWrLHouRTY54ibrwhz87UJKbVT9FOsaJvydkQ/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz/eAomzibBwCjaUHksmRiaZt0slwwVsg7T4pqubiasHDIvuaP7AruJ1WG13PZkYXic1ZEJfhJ9oPT1VuBuiaicfZUZiaWow/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz/eAomzibBwCjZjx6m2BMkZZ0Vgs2lCszdClgzbrehXlU3QR4gjbu6h1GrVjPJD7qzpmV3qvWyaleatMczT8LhCicw/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
这篇文章真的让我受益匪浅，外链发布感谢分享！
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