A practice about advertising design: Practice documentary
These are the 8 stories harvested by this group of designers, and their little wishes.
1. Be by your side earlier
Designers: Deartree + Peiyao + Chunjuan
This sausage noodle shop has been open for 8 years. On the way to the company, in order to have breakfast, I have to go to the company a little earlier. Although we often meet, our conversation is limited to "boss, I want a double egg".
We made two wooden boards, one was placed at the entrance of the community to attract customers, and the other was placed at the entrance of the store to make a menu.
The overall design is mainly based on fonts, discarding redundant decorations, and only making graphical changes on the words "early" in the Logo. There are two symmetrical semicircles in Zaohedian. Together they are the sun, and when they are separated, they look like two bowls. Although the meaning is abstract, it is good to add a little memory point.
We chose spray paint to spray the text on the wooden board. Although the result is not as neat as printing, we consider that the spray paint is not easy to fade due to the sun and rain, and we hope to do it by hand. Make these two boards more warm.
After this practice, we also became familiar with each other. The boss told me that she was originally a housewife and wanted to supplement the family with nothing to do, but she didn’t expect to do something she liked. I am really happy to have my own business.
2. Grandpa repairs the car
Designers: Gray ＋ Xiaoxiao ＋ Tenten
There is an inconspicuous roadside car repair booth near the Science and Technology Park. On the bicycles are hanged waste papers with typos, which read crookedly "repair cars, sell and buy" trams, bicycles". The stall owner is a lovely grandpa with a kind face and only three front teeth left.
After getting in touch, I learned that my grandfather and his wife have hearing and language impairments, and can only communicate through sign language and a few simple words. I heard from the uncle who sells Liangpi next door that the elderly couple has no children and has been here for several years. People around them often help them.
We want to help design the signboard of the car repair booth, but we can't understand the sign language expressions of grandpa and grandma. We only see grandpa waving his hands all the time, as if saying: " No need, no trouble."
On the day I gave the signboard to my grandfather, my grandfather looked a little embarrassed at first, but when he saw the signboard with his portrait printed on it, he showed a cheerful expression.
The detail that touched us the most was that after receiving the Polaroid photo, Grandpa carefully put it into the car basket and covered it layer by layer , and finally wrapped the rubber band, this small act made us feel both gratified and sad.
Although there is little we can do, seeing grandpa's smile, we know that the little bit of goodwill presented by our signboard design has also been cherished. I hope that the optimism of grandparents can be passed on to more people, so that everyone can face life with a smile on their face.
3. Hainan Young Coconut
Designers: Cason + Yexiao
Motion picture dialogue:
Photographer: "Yexiao fix your bangs, they are all flying"
The old man touched his head and said, "I don't have bangs..."
The green coconut stall is next to a park in Nanshan. The stall owner is a cute and funny old man. In the corner of the stall hangs a billboard written by the old man himself. The content is so playful that it is not suitable for children, "Eighteen spring, there is a lot of water, full..."
We think he sells not only young coconuts, but also his cheerful and optimistic life attitude and mood, so in the signature In terms of design, we want to make an interpretation of the coconut he sells from the perspective of expression. Imagine, on a hot day, when a guest encounters such a funny old man and ice-cold green coconut, when he drinks it in one sip, he should be pleasantly surprised, satisfied, happy, etc. Different feelings emerge. So, we designed a 9-meter-long banner with various coconut expressions, and maybe, it can also attract the attention of some children.
△ The banner with coconut expression can be seen from three sides of the booth
△ Coconut expression
At the same time, we also want to keep the witty slogan written by the old man himself, so we found a double-sided blackboard and designed "The Secret of Coconut" on one side "Such a small popular science article, because there are many children and customers during the day, is on this side. After 10 o'clock in the evening, the nightlife on the pedestrian street becomes lively, so you can turn the small blackboard over to display his nifty advertisements.
In fact, there are many humorous and down-to-earth advertisements in life. As designers, we have this opportunity to support them in design. We feel that we should not be saboteurs. is the best.
4. Starlight Vegetable Stall
Designers: Don + Tooyang + She + Yijie
We found that people who get off work pass by the vegetable stalls to buy vegetables at night, and it is difficult to see the quality of the vegetables because of insufficient light. It also makes it difficult to sell the dishes at night.
We set up a starlight theme for the vegetable stand at night, drew some wooden signs, brought some baskets and star lights, and hoped to create an atmosphere for selling vegetables at night for the vegetable stand atmosphere. Customers will experience a little bit of the joy of grocery shopping, and maybe chat with the stall owner.
Actually, the "Starlight Vegetable Stall" was not originally designed for the current stall owner, but another vegetable seller who didn't want to show his face. During the communication process, Auntie shared her story and difficulties, but rejected the design request.
During the process, we saw the real difficulties in her life, which also made us start to reflect on the real value of designers to life.
5. Zhang Ming Haircut
Designers: Tin + Qiqi + Shaw
I chose to design Ms. Zhang’s barber booth because I felt a sense of time travel when I saw it. On the side of the mottled road casted by the sun through the shade of the trees, the early-rising grandparents are sitting on the stone benches, and the grandchildren are playing on the side. Sister Zhang is cutting her hair while chatting with the guests about family affairs. Time becomes quiet and peaceful at this moment. Slow, reminds me of the small town I grew up in.
“ At first it was 5 yuan, everyone urged me to increase the price every day, and then it rose to 8 yuan, I think it is already very expensive, come here to cut There are many elderly people, and 8 yuan is a lot for them.”
Sister Zhang started cutting hair at the age of 17, and now she has set up a small stall on the street for the convenience of her neighbors. When asked about Sister Zhang's future plans, she said, "They all hope that I can continue to come here to cut, and I will try my best. If conditions permit, I hope I can continue to cut like this."
Sister Zhang likes orange, which is very similar to her personality, warm and enthusiastic. We use it as the main color of the signboard. The font is based on Song typeface, reducing the details of starting and ending strokes, turning points, etc., and making it more concise while retaining the elegance of Song typeface. In the middle, the scene of Sister Zhang's haircut on the street is depicted by hand, which makes people intuitively feel its life atmosphere and characteristics.
Many people will not get a haircut here, but I hope they can feel the temperature of the city when they pass by in a hurry and glance at it.
6. Tianqiao Zongzi
Grandma Zongzi on Tianqiao has been known to Tencent people for a long time. The opportunity for grandma to start a business was one day after retirement. She read the story of KFC grandpa’s success in starting a business in the newspaper. She was inspired and hoped that she could create value even after retirement. Age is not a problem.
Ask grandma what is the biggest gain from selling zongzi? "I am in a very happy mood and feel very happy. In the past, even though I worked in a public institution, I was cautious about losing my job. Now my son goes to work every day, my grandson goes to school, and my wife has been right for decades. Talk a lot!"
Hey, grandma doesn't seem to be from Jiaxing, right? Then, why are you selling Jiaxing rice dumplings? "There are so many Wuhan hot and dry noodles outside, and not all of them are from Wuhan! The important thing is technology!"
Grandma has a lively and interesting personality. When designing cloth signboards, we added an interesting slogan in addition to the logo and menu, hoping to inspire grandma and people who buy A nice and warm day.
By the way, there is a happy event at grandma's house. There will be no stalls in the next month, and there will be another stall in mid-October!
Seven. Lao Zheng repairs shoes
Designers: Aimee + Yetta + Sybil
Uncle Zheng’s hometown is in Sichuan. He is 57 years old this year and came to Shenzhen in 2005. He opens his stalls every morning from 8:00 am to 10:00 pm, rain or shine. Whenever a customer comes with shoes, the uncle puts on his reading glasses and polishes them meticulously and attentively. He has been beating and beating like this for more than ten years.
The shoe repair booth is very simple, without a signboard. There are various shoe accessories and parts stored in old biscuit boxes on the booth, and there is also a faded second QR code payment card. Considering the needs of the booth, we designed booth signboards, code scanning cards, T-shirts, and wooden boxes for storing parts for the uncle. I hope that these simple materials will bring more convenience to the uncle.
If a small shoe repair sign reminds you of broken shoes that you are reluctant to throw away, you might as well bring it here and let it be restored in the hands of the uncle Some brilliance, put it on, and continue to walk the next road.
8. hello fruit
Designers: Zihan + Doris + Hunk + Dora
The fruit shop owner's surname is Leng, and his personality is the same as his surname. He operates with integrity and spreads word of mouth with fresh fruits. He is also faced with the helplessness of Beidiao. The eldest son goes to school in his hometown, and the youngest daughter, who has just turned one year old, is brought by the couple and looked after by the child's grandfather.
Most of the people who come to buy fruit are Internet people who live nearby. They leave early and return late, shuttle between the company and the rental house every day, and the pressure of work makes their lives exhausted. Therefore, we want to make some interesting billboards for the fruit stand, and make them in the form of dialog boxes, so that people can smile knowingly after seeing them.
In addition, we also observed that "walking" is the daily "business" of nearby residents. In the hot summer, we sent fans in the shape of fruits , I hope customers can bring fun and word of mouth back to the neighborhood.
"Why do you want to design for these small vendors?"
"If you really want to help them , why not fund them directly?"
In the process of practice, we will be questioned like this. For these questions, after experiencing and trying to improve the "life" of others, designers have their own thinking and answers. Thank you also for reading these eight stories. This advertising practice is not for visual impact, nor for technological innovation. I only hope to achieve warm advertising design, which can solve some problems within the power of design for those in need around me. piece of cake.
A group of Tencent designers used their spare time to do a heart-warming practice:
They locked their eyes on places that people usually don't pay attention to, such as the breakfast stalls on the roadside and the rice dumpling shop on the overpass. Use romantic design language instead of rational data algorithm to make each small shop beautiful and interesting, and also harvest smiles and stories——
Design can also be a part of life,
beautiful and Funny things happen all the time.
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