"Guangzhou Bus Culture ｜ Body Advertising ②" Ye Zhenfeng: People who tell stories on the bus

Keywords in this issue: [Body Advertising]

Bus is a landscape of a city, and it is also a window for urban civilization. A smart and jumping body advertisement not only adds a beautiful stroke to the urban environment, but also shows the social, economic and human connotation of a city, and also witnessed the development and change of the city and cultural charm.

In this issue of Guangzhou bus text, professional professionals engaged in the design of body advertising, through their description of the humanistic landscape we used to be familiar with our lives, evoking people's common memories, and continuing the historical context of the city.

Ye Zhenfeng: People who tell stories on the bus

Text/Yangcheng Evening News all -media reporter Ma Cantu/Interviewee provided

Interviewing Ye Zhenfeng is not easy. In the face of every question, he answered extremely simple.

As a result, the reporter changed the way of communication and talked to him in WeChat, hoping that he could say more detailed and deeper. Unexpectedly, he said: "The code word is much more difficult than the size!" In a word, he blocked the words again.

When meeting again, the reporter was deeply attracted by the "emergency rescue" buses in his hand, and read the handsome man in front of him. He was so delicate and agile inside.

Ye Zhenfeng

The design is determined by the heart, the details determine the success or failure

Ye Zhenfeng, a native of Jiangmen, Guangdong, 34 years old, a designer of Guangzhou Treasure Advertising Co., Ltd..

In the face of the interview with all media reporters from Yangcheng Evening News, he seemed very shy and even introverted. Ye Zhenfeng said that before that, he had been engaged in wedding photography work.

There is no way to walk in the world, and the design of photography and advertising has many commonality in visual communication. Due to the specialties in photography, he laid a solid foundation for him to enter the advertising design industry.

Along the way, smooth and smooth water. In a new post, Ye Zhenfeng has his own ideals and pursuit. When talking about how to meet the customer's requirements, he has his own unique understanding. He said that because some customers are advertising across the country, most of them are fixed elements. Generally, they are in the form of outdoor posters. Creation.

He explained that the second creation is a journey of the product, giving them vitality and a sense of the times.

In fact, when the treasure advertising designer received the material assigned by the customer, they immediately considered how to design the content of the poster on the body. "After all, the buses are not like an outdoor billboard. There is 'material'. "Ye Zhenfeng said.

How can there be "materials" (which bus body) is suitable? Ye Zhenfeng said with a smile that Kung Fu was usually accumulated. It turns out that there is a set of work processes in Treasure Advertising. Whenever a bus company has a new bus, the designer will "scan" these buses. In other words, the data is archived by the bus: the length, width, and height of the new car are accurate to millimeters, and a 1: 100 equivalent ratio depicts, and each detail is marked on the flat map.

"The design work details determine the success or failure, so we cannot make any errors, so as to avoid the cutting and obstruction of important elements according to customer requirements." Ye Zhenfeng said that at the same time, we can intuitively let customers know the situation on the body. And the visual experience after finished product.

To this end, Ye Zhenfeng takes the "Coca -Cola" brand advertising design as an example. At that time, customers provided "Coca -Cola" LOGO, red color blocks, characters, bottles, slogans and circles of various sizes. "Our design team began to analyze the screen, distinguishing which customers want to express, and which ones need to be weakened so that they will not be loud." Ye Zhenfeng said.

The "Coca -Cola" body advertisement of the treasure advertising design has won the "2021 Gold Bus · Bus Advertising Marketing Award -Business Design"

After in -depth discussions and brainstorming, everyone agreed that the advantage of using the "big tail" was placed to place the scene characters at the end of the car, highlighting the joy of the time of the party, and at the same time made the passing citizens feel like they were in it.

Because the bus is three -dimensional, the treasure advertising design team also thought of a interesting point: divide the bottle into two halves, each design on both sides of the body and the tail of the car. At the same time, in order to highlight the lines of the bottle, the design team also made the scene. The effect of gradually transitioning on both sides of the characters. In the process of painting, the master of the picture was required to stitch the bottle of these two parts. From 45 degrees behind, the bottle three -dimensional sense is pleasing to the eye.

The reporter learned that there is another highlight of the advertising design: designing circles of different sizes on the screen, just like the blisters of soda, as if the whole vehicle is in a soda. In the idea of ​​both sides of the design, the designers designed the scene characters in the main screen area. Due to the more body structure lines on both sides, and the heat dissipation hole, the character's eyes were avoided during the design process. The picture was perfectly presented, and the customer was highly recognized and praised.

Take a bridge and tell the brand story

Today, Ye Zhenfeng has been engaged in bus advertising design for nearly 8 years. He deeply appreciated the importance of advertising design to brand (merchants). Advertising is a bridge that connects products and consumers. It is a preacher for customers to face the audience. "Therefore, we must tell the story behind the brand and design. "".

In this regard, Ye Zhenfeng believes that the body's advertisement must be vivid, simple, and novel, and it must be integrated into life. As an advertising design practitioner, each brand design is a new challenge: what customers need, just create. The design team begins to conceive according to customer needs, design themes, slogans, and concise and clear pictures. It is more authentic and close to achieve the effect of the customer. Ye Zhenfeng's scene when working

According to reports, Treasure Advertising took over the "series of publicity of the Huangpu District Emergency Administration" last year. In the early stage, they had a meeting with customers in multiple rounds of meeting, and finally formulated "safe production", "disaster prevention and mitigation", "forest fire prevention", "emergency rescue rescue", "emergency rescue rescue rescue" "Wait 15 themes, and make pictures in the form of cartoons. The reporter saw the advertisement in the hands of Ye Zhenfeng: the picture is simple and fresh, the character is vivid, the theme is spoken, easy to read and read; the 7 -year -old child, the 80 -year -old elderly, can easily understand the meaning of the advertisement and reach the customer's Requirement and original intention.

It is worth mentioning that the treasure design team also outlines the pattern of theme representative according to the theme content. "Because this release is a line around Huangpu District, some iconic buildings in Huangpu District have been added to make the theme closer to closer to the theme closer to Life. "Ye Zhenfeng said.

With the improvement of people's living standards and quality of life, people's requirements for products are getting higher and higher, and enterprises or brands (customers) are also more picky about products. Therefore, advertising practitioners must consider multiple factors when designing products. , Various details to make the design products satisfy different customer groups.

For the successful release of a project, Ye Zhenfeng believes that this is the result of the team's efforts. He said that the design advertising process seemed simple: from receiving materials, designing the first draft, reviewing the body draft, to the samples of inkjet elements, coordinating vehicles, and finally arranging to draw production. All of these are inseparable from the close cooperation between the teams, and the unity and struggle can achieve success.

If you pay, you will gain. During the interview, what made the treasure advertising design team happy is that their works were recognized by everyone and the industry. It is reported that after getting the customer's permission, Treasure Advertising will participate in the "Coca -Cola" brand design products, participated in national and provincial competitions, and won the "2021 Gold Bus · Bus Advertising Marketing Award -Business Design Category". The 28th Advertising Exhibition and Public Welfare Advertising Creation Competition of Guangdong Province won the "Category of Outdoor Advertising Category".

Every work is a dream. Looking at the dreams of dreams, Ye Zhenfeng said that these achievements tell us that there is opportunities for life only if you work hard. "All success is struggling."

No struggle, no youth. This is a new era that belongs to the struggle, a new era for the unremitting hard work of a better life.

(The planning report of "Guangzhou Bus Culture" is original content, and the copyright belongs to the Yangcheng Evening Newspaper. Without authorization, it shall not be reproduced.)

Source | Yangcheng Evening News • Yangcheng School

Planning | Sun Aiqun Liu Yun

Coordinated | Liu Yun Yanyi

Editor -in -law | Wang Min

Poster | Cai Hong

School pair | Peng Jiye

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