ANALYSIS ON TYPES AND APPLICATION OF EXCELLENT PRINT ADVERTISING DESIGN

Excellent print advertising design can enhance the advertising effect and increase the product sales. Therefore, how to present proper advertising design is important. The related design context and rules are the references for designers. This study invited design experts to analyze 200 pieces of awarded advertising, and by experts’ design knowledge explores the content of samples and design techniques in order to generalize types and applications of excellent adverting design. The research finding are seven design types : citation, exaggeration, manifestation, personification, contrast, metaphor and symbolisation. Among those, the use of metaphor and exaggeration were found to be the more common. This study got a suggestion as follows. When developing design ideas, designers should combine design element by familiar images, so that consumers will approach strange products and their impression will be enhanced.