Outdoor fixed led billboard keep harmony with city itself
Outdoor fixed led billboard keep harmony with city itself
A readable city, its streets, signs, advertisements, facilities, etc. should be easily identifiable to form a complete landscape form and inspire people's powerful judgment. The constituent elements of the urban landscape form should also be mutually coordinated and orderly structural relationships. As an urban symbol, high-quality outdoor advertising has become a “power factor” for urban development, and of course, it also constitutes a necessary prerequisite for the improvement of the urban landscape. Along with the accelerated development of China's urbanization process, many cities are trying to build a good image of the city as one of the resources for sustainable urban development.
China's outdoor fixed led billboard advertising has experienced a relatively complicated development process from prevailing to chaos, from rectification to scientific combing. In recent years, the government has begun to use the power of advertising to enhance the image of the city and beautify the city, which will certainly provide a broad development for outdoor advertising. Market. As an essential connecting element affecting the urban landscape, outdoor advertising is also closely related to urban culture. Therefore, outdoor fixed led screen advertising has become the most direct and intuitive spokesperson of the city image. At present, outdoor fixed led display advertising design in many cities in China requires effective development of environmental resources and revenues based on actual conditions. On the other hand, it is also necessary to pay attention to the coordination role of visual images in space. This requires designers to put forward specific ideas and methods based on the two-way harmony between urban landscape and modern outdoor advertising.
Interpretation of the cultural characteristics of the urban landscape
The impression of a city is characterized by a certain individualized spatial environment. This spatial characteristic of individualized environment has accumulated into a specific scene culture and spatial characteristics in the continuation of the history, which inevitably forms a psychological sense of belonging, including psychological perception and Behavioral habits. In fact, urban outdoor fixed led video wall advertising has a small land area, but its impact on the city is huge; although it can not directly change the urban framework, its form and quality can directly affect the city's appearance. Therefore, promoting the integration of advertising forms and urban cultural styles will be a key issue for future advertising designers to study.
1. Design expression should be integrated with regional culture
The difference in urban culture is essentially the difference in regional culture. The rich regional culture has a strong personality and distinct characteristics. The combination of outdoor advertising creative design and different regional cultures will produce different creative integration points. The integration of regional cultural factors into outdoor advertising is based on the human characteristics and development trends of the local area, as well as the life segments with strong emotional factors, thus forming the focus and attraction of outdoor advertising culture, and doing outdoor advertising and urbanization. The integration of culture requires the following four elements: (1) environmental natural elements, (2) street space elements, (3) spatial interface elements, and (4) marked landscape elements.
Taking the commercial street reconstruction project in the Taijiang central section of Fuzhou as an example, the architectural restoration and advertising integration reconstruction project reproduces the historical landmark of Cha Ting Street more than 200 years ago. Cha Ting Street was once a famous handicraft street in Fuzhou, located in the central axis of urban development. On the top, whether it is landscape or cultural heritage, the tea pavilion has played a role in the demonstration of landmarks. The advertising plan respects the structural characteristics and interface requirements of the tea kiosk building, and builds the bottom plaque, building sign, building guide system, and implants the essence of the tea kiosk cultural design, reflecting the spiritual characteristics of the Hakka people, and matching The material process is more in line with the requirements of the renovation of the block, thus highlighting the local characteristics of Fuzhou and the style of the city.
2, the form design should match the urban building texture
In the urban planning system, we need to consider the overall layout and quantity distribution of outdoor advertising, but also consider the urban style, regional functions, and road characteristics. In the planning subdivision and specific operations, it is necessary to solve the matching and integration of buildings and advertising structures. Outdoor advertising is generally based on business objectives, but it also has its own special looks and character, so when it is harmoniously integrated into the urban environment, it must also consider the landscape environment, architectural texture, dynamic rhythm, cultural context, etc. Make outdoor advertising fully coordinated with the built environment.
As shown in the following figure, Chuangweiwei is a modern landscape landmark advertisement tailored for the Meixi Lake Art Center in Xiangjiang New District of Changsha. The shape can perfectly combine the architectural context of the art center, and the rhythm conforms to the flowing structural lines. Perfectly integrated with greenery, it also provides convenient information broadcast control. The artistic works of Zaha Architects and the open space of the venue provide scarce nutrients for the design of the advertising landscape. The designer uses the “petal in the wind” as a semantic symbol to make this landmark landscape advertisement from concept to The connection was made in space, and the perfect match of the building eventually improved the value of its advertising.
Focus on the integration of outdoor advertising and urban culture
1. The expression of outdoor advertising should reflect diversity and creativity.
This is the reality and future of outdoor advertising development. With the development of Internet technology, the information communication of outdoor advertising has shown a rich and comprehensive expression, especially with the ingenious combination of optoelectronic art and digital technology, outdoor advertising creative design can Use the various elements such as vision, color, environment, architecture, and styling to create your own personality and style. For example, the Cool Summer large-scale outdoor e-sports "Icetown Tetris" advertisement jointly launched by Yashiwei Media Group and Coca-Cola Company is located in Russell Street, Causeway Bay, a shopping hotspot. Visitors can play O&O interactive advertisements on a 162-square-meter giant screen. Just connect through the mobile phone, the game screen, and unique sound will be displayed on the big screen simultaneously, allowing visitors to enjoy the visual and auditory experience of the city block while receiving the advertising information, so that the city's cultural characteristics are ingeniously cut.
2. The expression of advertising content should reflect public welfare and interactivity
With the commercial profit and the fading of the utilitarian color, the public welfare of content expression has become the focus of outdoor advertising creative design. For example, the giant curtain wall advertisement released by Yashiwei Media in Huaying Century Square in Wanchai combines the characteristics of athletes with the landmark environment through the combination of outdoor landmark advertisements and scene activities, so that advertisements, venues, and athletes echo each other and encourage athletes. Jumping over the record, but also jumping to fate, and thus bringing out the brand concept to become a hot topic in the city! Make landmark advertising show all aspects of spiritual characteristics, forming the focus of urban culture!
Outdoor advertising design should focus on people-oriented
As part of the urban environment, outdoor advertising plays the role of decoration and embellishment. At the same time, outdoor advertising as a carrier of information is closely related to people's demand psychology. Therefore, outdoor advertising design should pay attention to the coordination with the urban environmental system and the psychological adaptation of the audience. In the specific link, the use of visual elements or the expression of color should be human-oriented. In the coordination with the natural landscape and human environment of the city, we should find the inspiration for creation, ignore the perception of human beings and exaggerate the economic benefits. Counterproductive, it will also violate the law of harmonious development of the urban landscape.
2, the form design should match the urban building texture
In the urban planning system, we need to consider the overall layout and quantity distribution of outdoor advertising, but also consider the urban style, regional functions, and road characteristics. In the planning subdivision and specific operations, it is necessary to solve the matching and integration of buildings and advertising structures. Outdoor advertising is generally based on business objectives, but it also has its own special looks and character, so when it is harmoniously integrated into the urban environment, it must also consider the landscape environment, architectural texture, dynamic rhythm, cultural context, etc. Make outdoor advertising fully coordinated with the built environment.
As shown in the following figure, Chuangweiwei is a modern landscape landmark advertisement tailored for the Meixi Lake Art Center in Xiangjiang New District of Changsha. The shape can perfectly combine the architectural context of the art center, and the rhythm conforms to the flowing structural lines. Perfectly integrated with greenery, it also provides convenient information broadcast control. The artistic works of Zaha Architects and the open space of the venue provide scarce nutrients for the design of the advertising landscape. The designer uses the “petal in the wind” as a semantic symbol to make this landmark landscape advertisement from concept to The connection was made in space, and the perfect match of the building eventually improved the value of its advertising.
Focus on the integration of outdoor advertising and urban culture
1. The expression of outdoor advertising should reflect diversity and creativity.
This is the reality and future of outdoor advertising development. With the development of Internet technology, the information communication of outdoor advertising has shown a rich and comprehensive expression, especially with the ingenious combination of optoelectronic art and digital technology, outdoor advertising creative design can Use the various elements such as vision, color, environment, architecture, and styling to create your own personality and style. For example, the Cool Summer large-scale outdoor e-sports "Icetown Tetris" advertisement jointly launched by Yashiwei Media Group and Coca-Cola Company is located in Russell Street, Causeway Bay, a shopping hotspot. Visitors can play O&O interactive advertisements on a 162-square-meter giant screen. Just connect through the mobile phone, the game screen, and unique sound will be displayed on the big screen simultaneously, allowing visitors to enjoy the visual and auditory experience of the city block while receiving the advertising information, so that the city's cultural characteristics are ingeniously cut.
2. The expression of advertising content should reflect public welfare and interactivity
With the commercial profit and the fading of the utilitarian color, the public welfare of content expression has become the focus of outdoor advertising creative design. For example, the giant curtain wall advertisement released by Yashiwei Media in Huaying Century Square in Wanchai combines the characteristics of athletes with the landmark environment through the combination of outdoor landmark advertisements and scene activities, so that advertisements, venues, and athletes echo each other and encourage athletes. Jumping over the record, but also jumping to fate, and thus bringing out the brand concept to become a hot topic in the city! Make landmark advertising show all aspects of spiritual characteristics, forming the focus of urban culture!
Outdoor advertising design should focus on people-oriented
As part of the urban environment, outdoor advertising plays the role of decoration and embellishment. At the same time, outdoor advertising as a carrier of information is closely related to people's demand psychology. Therefore, outdoor advertising design should pay attention to the coordination with the urban environmental system and the psychological adaptation of the audience. In the specific link, the use of visual elements or the expression of color should be human-oriented. In the coordination with the natural landscape and human environment of the city, we should find the inspiration for creation, ignore the perception of human beings and exaggerate the economic benefits. Counterproductive, it will also violate the law of harmonious development of the urban landscape.
As Kazakhstan’s President Nazarbayev wrote in his book on Astana, “Like people, the city has its own destiny”. In just 20 years, Astana has become the most modern and promising city in Central Asia, and the capital Astana is also the most magical realist architectural landscape cluster in Central Asia. The master Kurokawa is in design. It combines the theory of “metabolism” with the “symbiosis of the city”, and planning the future of Astana will become a unique city. Recently, a realistic digital landscape was built on the city square. The axis pattern conforming to the evolution direction of human civilization explained the phoenix nirvana and the free-spirited urban concept. The appearance of the open modern art style expresses the people. The desire for a better life creates an immersive experience for visitors through excellent image quality and powerful visual effects. The technology is light-illuminated and equipped with LED grille screens for perfect daytime lighting and nighttime dreams. I have to say that this is a highly integrated art of spirit and culture, art and technology.
Outdoor fixed led billboard advertising is more like a barometer of urban development. How to make the city better? How to find a tacit understanding of outdoor advertising and the city? How to make outdoor advertising a city landscape and become part of the civic life? This requires planning designers to make long-term plans for outdoor advertising innovation. Objectively speaking, the integration of outdoor advertising and urban culture is not freely available, but it is based on the creator's understanding of urban culture, especially regional culture, plus the perception of the inner world of the people, through the form of expression. The innovation and the vivid expression of the content to pursue excellence.
