orientation and innovation in outdoor advertising design(户外广告设计的创新理念)Abstract: With the pace of China's market economy continues to accelerate， there is bound to affect the enterprise's survival and In addition to improving its own internal business management system and product quality， and often would resort to outdoor advertising in the mass media for product promotion， corporate image promotion， because advertisers， especially in outdoor advertising design， targeted， targeted， consumers appear places， outdoor advertising is also arise where a corresponding， to enable enterprises to increase even greater Outdoor advertising design and placement should fully take into account the different geographical groups of aesthetic and consumer preferences， in large and medium cities and rural areas should also be targeted advertising is different， and even between the city and neighboring cities are different， in the Advertising location choice， advertisers and advertising companies should avoid over-concentration of outdoor advertising of lots released， where too much visual interference factors， often can not be accurate and clear transmission of advertising messages， but should choose advertising patchwork of lots， ambient lighting at night to avoid interfering with an accurate flow of advertising content， while the ad is released，Ad-designed social environmental factors can not be ignored in order to target advertising design as a starting point; For example: product concentration in the electronic business point of sale with the food content and form completely different food advertising， in the content， it can be from a cultural Folk connotation dig， while electronic products to reflect the role of technology and knowledge， there must be a certain degree of cultural taste， because the consumer groups in the present is the relative concentration of highly educated Only in-depth investigation and analysis， to understand their aesthetic preferences， targeted to develop accurate and targeted advertising creative and marketing tools， itBe able to achieve the desired To Beijing and Guangzhou as an example， Guangzhou， outdoor advertising design like the straight to the point， given away， which is Guangzhou's fast-paced lifestyle and preferences related to outdoor advertising in Beijing is seeking a taste and mood， only the scientific and precise positioning， will receive good results， kind of "a world of paper copy line" strategy will not Japan's Toyota Motor in China， a long period of research， playing a "must have car to the Piedmont Road， there are roads there must be Toyota，" a very Chinese advertising language， click on China's Ai Chezu A place where there is consumer groups， outdoor advertising will accordingly appear where it In the countryside， our outdoor advertising design for the performance of township consumer groups content， and thus the performance of our content and form of outdoor advertising design and urban differences should be so adapted to local people's aesthetic form of expression， can be a more appropriate and easier to impress Conversely，Right one from the content and form of outdoor advertising are better designed to reflect the degree of feedback can be a reflection of a regional consumer base level of the cultural heritage and Third， the quality of positioningPeople's lives can not do without advertising， but advertising will not be able to leave the consumer， China's current need to have entertainment， humor， and viewing of advertising works， so that the audience in a relaxed， pleasant atmosphere， to accept the transmission of messages; Therefore， the understanding of consumer psychology， with high-quality advertising works impress Creative design is the positioning of outdoor advertising from the concept expressed by the form of a special theme of the performance of ads， with the design of practical and emotional connotation graphics， outdoor advertising design creativity without trend， without Creative design is constantly on the ideological and cultural innovation， rather than the technical Creativity to reflect the human spirit， reflecting How to do creative， is advertisers and advertising planning， writers， designers are commonly faced The creative design of outdoor advertising signs must have a clear form of language into the sales of graphic language， and have the aesthetic connotation and Gestalt psychology， on the form of aesthetic vision， perception analysis， stressed the importance of the form to provide the demands of outdoor advertising targeted content， in content and form， how the performance more Outdoor advertising is characterized by transient visual effects， visual instinctive curiosity of the people， always irritating things interesting， with eye-catching title， simple graphics， bright colors the content of outdoor advertising design， is undoubtedly a good advertising The success of outdoor advertising creative design is a bright spot in people's lives inadvertently excavation， sorting， and know how to discover life has a strong emotional factor in the lives of fragments (such as the Spring Festival， Lunar New Year during the release of various type of advertisements)， so that outdoor advertising through the graphical allow people to to strengthen communication and understanding that evoke Economic conditions in the Chinese market， which demands a human into a form of advertising design is the inevitable product of the future of advertising It reflects the market trends and cultural trends， it is bound to impact consumer psychology and consumer behavior， the more a human and cultural taste of outdoor advertising works，In the future will increasingly have an impact and Outdoor advertising design elements of human emotion as a starting point， in this very rich material and spiritual conditions， the use of information means of communication， the conditions for an unprecedented expansion， together make the greatest designers of the advertising creative degree of play， with people's traditional cultural understanding and insights on a new life， outdoor advertising is bound to face a new and rich services to the Can be said that accurate positioning is half the success of outdoor Reference to translate and annotate: "Advertisement graphic creativity" zguilma a / Hubei Fine Arts Press in January "Visual thinking" in the United States Rudolph Arne Hui el a / knee Shouyao translation， Guangming Daily Publishing House / "Graphics and significance，" Yin Dingbang forward / Hunan Science and Technology Press / November "Graphics Creative" into Zhaohui forward / China Academy of Fine Arts Publishing House / February "Poster Design" Lu Shao-Wen / Zhejiang People's Fine Arts Publishing House / April 1994
