今日头条信息流广告创意设计及优化技巧

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最近地铁上、公交上随处看到很多人都拿起手机在看《延禧攻略》,而且大多是妹纸们在看/捂脸,好了,好了!步入正题,为嘛这部剧那么有吸引力呢,除了人物故事情节,单从布景、服饰、色调等细节,看到是制作团队的精雕细琢,不仅还原了历史,还惊艳了时光。那么,信息流创意素材也应是这般设计,抓住潜在人群的目光,就会到来更多的回报。

今日头条信息流广告创意四大技巧

1、创意制作原则一:目标定位清晰

比如:

活动促销:双十一狂欢!全场满199元减100元

品牌宣传:中华老字号,独居匠心

产品功能述求:快速止痒,5分钟起效

2、创意制作原则二:主题明确

主题明确,抓重点,一次只讲一个故事

正确的宣传:双十一大促,全场满199减100

不合适的宣传:双十一大促,史上最大促销力度,电器五折起,生活用品9.9元起,全场满199减100

3、创意制作原则三:吸睛

1.传统广告的3B原则:beauty 美女 、 beast 动物 、 baby 婴儿

2.名人效应

3.互联网时代的新武器:

网红表情、夸张标题党;

仿系统UI、仿原生;

动态创意(千人千面)等

4、创意制作原则四:适当的行动召唤

使用有紧迫感、号召性、时限性、从众性、稀缺性等文字搭配按钮,促使受众产生下一步行为的冲动。

今日头条信息流广告创意设计及优化技巧


创意设计五大要点

1、创意设计要点一:色彩搭配

1)不宜超过3种色相

颜色搭配:色彩一般不超过3种色相(比如深红和暗红即可视为一种色相)

今日头条信息流广告创意设计及优化技巧


一般颜色用的越少越好,颜色越少,画面越简洁,作品会显得更加成熟,颜色越少,越容易控制画面,除非有特殊情况,比如一些节日类的素材,要求画面有一定的热闹,活力的氛围,多颜色可以使画面显得活跃,但颜色越多,越要严格按照配色比例来分配颜色,否则,画面会非常混乱,难以控制。

单色调:采用单色为主体色,配以图形和文案,画面更加简洁干净。

2) 色彩搭配—相邻色搭配法

在色轮中挨着比较近的就是邻近色,根据红橙黄绿蓝紫这六个字的顺序,相邻色的搭配就有

红橙、橙黄、黄绿、绿蓝、蓝紫……以此类推

今日头条信息流广告创意设计及优化技巧


相邻色由于比较邻近,有很强的关联性,很协调柔和,画面和谐统一,可以制造一种柔和温馨的感觉,因为在色轮中位置比较近,对比比较弱,所以这种搭配视觉冲击力比较弱

3) 色彩搭配—间隔色搭配法

根据红橙黄绿蓝紫这六个字的顺序,间隔一个色就有红黄、橙绿、黄蓝……、

今日头条信息流广告创意设计及优化技巧


间隔色的视觉冲击力要强于相邻色,且间隔色应用比较广泛,既没有180°互补色视觉冲击那么刺激,又比相邻色多了一些明快活泼,对比的感觉。特别是红黄蓝三原色之间相互搭配应用非常广泛也很流行。竞价爱好者交流群:331845742

4) 色彩搭配—互补色搭配法

在色轮中相隔180°的颜色为互补色,是色彩搭配中对比最为强烈的颜色,根据红橙黄绿蓝紫这六个字的顺序,互补色就是红绿、橙蓝、黄紫。

今日头条信息流广告创意设计及优化技巧


互补色搭配可以表现出一种力量,气势与活力,有非常强烈的视觉冲击力,且是非常现代时尚的搭配。

2、创意设计要点二:文字排版及设计

①文字要符合用户的浏览习惯

1.让文字从一个方向排列,避免多方向,以至于导致无规则的混乱;

2.国人的大多习惯是从左往右看,因此,尽量将文字从左往右排序;

②文字要具有适读性

1.保证文字内容清晰,文字样式和大小可搭配使用,重点内容放右边;

2.一般2种文字搭配,粗细有区别,字体不超过三种;

③文字位置考虑整体布局

1.注意文字和图片的交叉,保证文字和图片交叉后的美观度;

2.文字和图片的边角保持适当的距离,避免文字在图片的边角;

④文字间适当间距

1.文字小,间距适当加大,避免文字小,间距小;

2.文字大,间距适当缩小,避免文字大,间距大;

3、创意设计要点三:创意构图法

①垂直构图法

垂直构图能充分显示产品和主体的高大与深度,因此多用于单薄细长的产品

今日头条信息流广告创意设计及优化技巧


②平衡构图法

平衡构图给人一种完美、满足的感觉,常用在地产设计、茶具设计等

今日头条信息流广告创意设计及优化技巧


③斜线放射线构图法

其分为斜线和放射线两种,斜线具有运动,流动的感觉,因此常用在运动装备,细长的文具等产品上。

放射线以主题为核心,元素向四周呈放射状散布,常用于需要突出主体,而场景复杂的情况

今日头条信息流广告创意设计及优化技巧


④对角线构图法

对角线构图巧妙的利用了对角线长度优势,使画面动感,活泼,达到吸引视线,突出主体,均衡视觉的效果。

今日头条信息流广告创意设计及优化技巧


⑤三角形构图法

正三角形给人稳定的感觉,逆三角形具有不安定的效果,而斜三角形和倒三角形显得灵动活泼,因此,随着三角的变化,可以有不一样的视觉感受,是一种灵活多用的构图方法

今日头条信息流广告创意设计及优化技巧


⑥框架构图法

框架构图能增加画面的纵向对比和装饰效果,产生深度感

今日头条信息流广告创意设计及优化技巧


⑦九宫格构图法

九宫格中的四个交叉点是放置主体的最佳位置,这种构图方式,适合人们的视觉习惯

使主体自然成为视觉中心,既突出了主体,又平衡了画面。

今日头条信息流广告创意设计及优化技巧


4、创意设计要点四:PC信息流创意设计

1.定期更换素材,一般为3-6天更换一次,保证素材的新鲜度

2.为不同定向人群制作不针对性的素材,如新客使用新人礼,爆款类创意,突出与竞品差异化特点,老客突出品牌特征,或者老客独享优惠类素材。

3.用吸引人的文案提升点击率;

5、创意设计要点四:注意事项

图片要清晰,辨识度要高,尽量使用产品高清特写图;

产品背景色避免使用白色,利用产品图片背景色提升关注度;

产品名称简明扼要,凸显品牌或产品信息;

商品图片中尽量不使用文案或者少使用文案,名牌要凸显LOGO,避免占用产品图片版面;


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