1, outdoor advertising and architectural style
Harmonious buildings according to their function, nature and forms into a variety of building types, such as cultural buildings, office buildings, commercial buildings, residential buildings and so on.
Building is the most attractive urban landscape, the most personalized and artistic elements, it attached to the wall or roof above the outdoor advertising a great influence on the nature of the building, size, form, color, materials, texture and so directly affect the type of outdoor advertising, scale, nature, form and color.
(1) the nature of outdoor advertising and architectural coordination. Buildings can be divided according to the nature of the executive office building, recreational buildings, protection of historical and cultural buildings, commercial buildings, residential buildings and other types of construction affects the nature of different types of advertising, layout, scale difference. Advertising executive office building should not be arranged. Culture and entertainment buildings such as libraries, galleries, museums, theaters, cultural centers, etc., can be properly issued by the number of display, perform ad, but not damage the building's image. Protection of historical and cultural buildings to retain their original architectural style is important.
Commercial building is one of the best carrier commercial advertising, outdoor advertising can be done through the settings to do light to form a feature. Outdoor types should colorful, colors, bright bright lights should. Residential construction is not declared home advertising.
(2) architectural style, materials have great influence on advertising design, advertising design is further elaborated on the construction style is a
The facade has further enriched and embellished. The ancient architectural style, materials, advertising materials required, consistent with modeling, have ancient charm. Advertising design requirements of modern architecture with simple, modern, innovative and unique style, the modern novel materials, fluid dynamic images, consistent with the modern aesthetic.
Second, to consider outdoor advertising and building with color
Color as the "First Vision" in the maintenance of the visual coordination of construction play a very important role. Improper use of outdoor advertising color, that color is not too complicated main colors, color contrast and strong color out of touch the surrounding environment, are the main cause visual confusion.
Recognition of the unity of the city color is the urban landscape of the overall performance of the U.S., outdoor advertising a great impact on the urban color, outdoor advertising color choices should be colors and spirit of the times and the spirit of the city closely linked.
McDonald's ad package floor color processing of color to convey the public concept of urban space. Color control outdoor advertising outdoor advertising mainly in the choice of primary colors. Establishment of the primary colors both natural and historical performance of the traditional, but also to regulate the characteristics of modern, urban residents of color have to consider the mental habits and mental cultural structures correspond to reflect the characteristics of modern urban ecology. Outdoor advertising should not only protect the color cities in the space of traditional colors, but also from the local natural and cultural environment of the overall needs, and other man-made environment, urban color (such as building walls, floor pavement, street sketch vector systems and related ) coordination in the overall.
Some European countries attach great importance to the city's color planning, such as Paris, the city is building the cheese color and the Eiffel Tower's dark gray color is up, the mandatory protection of the urban color, color management for more than two-story building restrictions set shop bills and advertisements, even if there should also use similar colors and architecture.
Some global chain store signs are required to adjust part of the company at the standard color to suit the requirements of the urban landscape, the McDonald's restaurant in Paris recruited to dark gray and the city replaced the main theme of the big red very coordinated Milan, Italy, have abandoned the McDonald's store with red and yellow, pale gold with a black bottom with noble tone, and color around the classical style of architecture is very similar
Said.
In recent years, begin to focus on urban color building, Beijing, Dalian and other cities to establish urban color system. Color image of the city is the basic element of the city, outdoor advertising design to urban color balance and consideration is necessary.
Third, building scale, form and harmony with the outdoor advertising
Construction by size, shape can be divided into high-rise buildings, multi-storey buildings, low-rise, long span construction, they set the requirements for outdoor advertising also varied.
High-rise buildings often face the city, and also the corporate image of the commanding heights set release. Outdoor advertising should concise and elegant, should set skirt instead of a main building designed to not damage the overall image of the building established and the principle of the roof skyline.
Ad colors should be coordinated with the building color, advertising-scale building facade should not be divided, not filling the building real walls, scale should be coordinated with the building facade, as an organic part of the facade.
More emphasis on multi-storey building set and shape, its scale is relatively high-rise buildings and majestic, the more cordial and pleasant, with its outdoor advertising as the carrier set building facade should not be divided, damaged buildings to use functions, should not set more than three ads Overhanging ads from specifications, size should be in harmony with the surrounding environment. Bright colors bright, no visual pollution. Low-rise building itself should be kept small size of the American cowboy style of outdoor advertising, outdoor advertising should not be located. Large span roof construction should set up a small ad, advertising elevation model should coordinate with the building facade.
A good outdoor advertising should be in harmony with the surrounding environment, which is the outdoor advertising operator must be the concept. Outdoor advertising embedded environment and the most worthy of the most prominent research and development, and match the architectural style of New York in the door first outdoor advertising, harmonious and lively is the integrated use of multiple technologies style of outdoor advertising, outdoor advertising will break the current style is too single and average of the pattern.
Personalization, differentiation will be able to win in the competition an important weapon.
First, the beauty of outdoor advertising is in its size, color, brightness, harmony with the surrounding scenery generated with orderly, harmonious environment for those with dependent variable, with the arrival rate, flow, and other assessment indicators were combined to achieve a relatively personalized advertising. Advantage of the embedded environment than outdoor advertising billboards other simple eight more financial environment, so that the passive reception of visual and environment integration into the deep imprint.
Second, in the form of outdoor advertising, may wish to introduce new, sweeping away the whole world is square both sides of the matchbox model, according to the specific needs of the environment, design a refreshing style, not only to take into account the needs of the environment, also makes surprisingly difficult to produce the effect of advertising, while advertisers more to a kind of professional services tailored to the spirit of the experience. Third, in cases involving issues such as cultural and historical monuments should give full consideration to the protection of the heritage of Chinese civilization, in addition to differentiation will be able to win in the competition an important weapon.
Third, the beauty of outdoor advertising is in its size, color, brightness, harmony with the surrounding scenery of the match produced an orderly, harmonious environment will be those with the dependent variable, and the arrival rate, people flow, and other assessment indicators combined to achieve a relatively personalized advertising. Advantage of the embedded environment than outdoor advertising billboards other simple eight more financial environment, so that the passive reception of visual and environment integration into the deep imprint.
Fourth, not to impede the visual impact of historical monuments, but also the bold innovation in design, so that outdoor advertising products combined with unique cultural environment, unified style, more intensive advertising product publicity.
"Construction as the main body of urban space, a synthesis of arts in the environment accounts for a large proportion, have always been praised as 'solidification of music'. Zheyi reputation is building height has caused the city, scattered the rhythmic level metaphor . "visible, building the position in an urban environment is important, building a harmonious beauty is the beauty of the city's environment an important factor.
However, economic prosperity in the market today, the outdoor advertising overwhelming lack of harmony and unity with the building, often breaking the "solidification of Music" in harmony, only some fragmentary "notes" the. It not only destroyed the building's beauty, but also undermined the overall urban environment, and because most dependent on outdoor advertising structures exist, this problem is particularly serious. To create a good urban space environment, must deal with the relationship between outdoor advertising and building.
D, consider the architectural design advertising
"Building the information society to host this function in the history of the development process has never ceased, but in different historical periods, due to social and public awareness of different forms, expressed by the community will be focused on the type of information, and at different stages of construction for carrying people use social information has a great amount of change, sometimes in certain historical period, a lot of people will use this tool to achieve some purpose. "
In the commercial prosperity of contemporary society, people more and more use of construction to release this information carrier to convey business information, in the modern city's buildings, in addition to special provisions are not allowed to set the outdoor advertising (such as the construction of state organs) , almost no ads no.
This gives the architect has put forward new requirements: the architectural design, it is necessary to take into account the building advertising to the overall design. Many outdoor advertising in China are now completed and hang on in the construction, and not in the building design phase will incorporate advertising, outdoor advertising and this also contributed to the root causes of construction out of touch.
Thus, between urban outdoor advertising and urban architecture, the relationship between the need for architects and ad designers work together in building design stage advertising factors into account, the overall image of the ad as part of construction to treat combination of building body mass, ideological and practical, take into consideration the proportion of scale so as to reserve the position of advertising and outdoor advertising in urban form, layout, technical means and color to be limited, making it an indispensable building entities components.
Of course, the constraints of reality, can not be fixed the same ad the same as building up. Such as advertising in
Content may be changed frequently, will not be as lasting as the building. However, as long as the ads in the construction of the general form of a unified arrangement, the replacement of the specific content of the advertisements will not affect the overall results. Therefore, the architectural design and advertising design together, the ads into the architectural design system is the design architect and advertising facing new challenges.
Handle the construction and advertising, "acquired" integration is a historical building in the city area, building is a long history. We now see a lot of buildings have been several hundreds or even thousands of years, so that all the buildings in the design of advertisements when taking into account factors is unrealistic, this can only be done in future design efforts.
Remedial measures to spin, try to do a good job in the design of advertising and architecture combination. This requires us to set up ads to take full account of architectural features, style, form and other factors, according to the specific situation to determine the form and style of advertising. For example: For the classical style architecture, we will use with the classical forms of advertising are appropriate to, the modern-style architecture and modern style with must use appropriate forms of advertising.
Should give full consideration to the advertising placed on building on what would be the effect, will undermine their own style of architecture. To the various aspects of integrated features, for the outdoor advertising to find a suitable location and form of integration as far as possible be "seamless."
Handle the combination of architecture and advertising, on succinic to distinguish between different building, such as landmark buildings not suitable for setting up ad. Rodin once said: "We are on the whole of France included in our cathedral, as contained in the Greek Parthenon as well."
Landmark has a generally excellent choice of site, excellent design and beautiful environment, with the finishing touch to form the image of the role of the city, it is a symbol of the city or a country.
Such as the Statue of Liberty in New York, the Louvre in Paris, Beijing's Tiananmen Square and so on. These are of special significance to the very serious construction (sculpture), should maintain its original appearance, such construction should not be set up ads. The ads can be set in accordance with the provisions of the building, but also analyze specific issues, make careful and comprehensive investigation and study, as far as possible without destroying the original appearance of the building. The success of outdoor advertising can make up for their lack of buildings, size up the situation of the use of good building this interface, with its fully integrated form, play a decorative and beautifying the role of the building.
Modern brand theory: "Brand is not just a name, a logo or a symbol of an intangible asset but the minds of consumers. As for the city brand, it also requires clear and distinctive image symbols to people feel and understand its existence.
The city gives the impression of the most intuitive thing is what? In addition to construction, public infrastructure, I am afraid that the sight line of sight range of the most attractive people, and is now in all major cities in China, outdoor advertising can be seen everywhere.
