Newspapers are special commodities, and commodities must create value. The value of newspapers must be transformed and embodied through the readers' market. In a sense, the reader market and the advertising market are equal. So how can newspapers attract readers? Needless to say, the content should be the first, but from the perspective of "commodity", packaging is also very important. The so-called "sale of a leather goods" is a good example of this problem. Therefore, the author believes that to operate a newspaper well, paying attention to the commercial packaging of newspaper pages is an issue that must be included in the editing business research agenda.
Aesthetics are not the ultimate goal of layout design. As a "commodity", design that cannot induce readers to purchase is unsuccessful.
The purpose of creating a wonderful layout is to attract readers. As the front page of the newspaper's front page, the effect of "First Impressions" is also being accepted and valued by numerous newspapers.
From the “attracting effect†produced by the first impression of the newspaper layout, a successful layout should first of all produce an “eye-catching†effect. In terms of the commercialization of the layout, it is necessary to consider the uniqueness of the newspaper layout. You must let your newspaper “jump†out of the newspapers on the newsstand to catch the reader’s eyes. Therefore, in determining the language and style of the layout, you must consider the style of other newspapers in the same area. If other newspapers are already “browning eyes,†you cannot “make makeupâ€. Otherwise, other newspapers are “upright,†and you cannot. Pursuit of "Clear and Meaningful."
Zen has a well-known koan government case and asks whether the waving flag on the flagpole is the movement of the wind or the flag. The final confirmed answer is neither the wind nor the flag but the heart. In light of the "first impression" effect of layout design, whether the layout design is "bright eyebrows" or "beautiful and elegant", its purpose should be only one--"let the readers know what it is", inducing readers' desire to read newspapers. Sell ​​the newspaper to make it create the value that "special goods" deserve.
The guiding role of newspapers should also be reflected in the layout of newspapers in order to create psychological implications for readers and to act as a “product promotion†for newspapers.
Layout is the overall composition of manuscripts, titles, photographs, drawings, lines, and colors. Its evaluation of a manuscript is potential. The application of various arrangement means is actually to produce a psychological suggestion effect to readers and guide readers to Newspapers have an interest in reading and reading desires.
It can be said that modern people read newspapers to a large extent for certain needs. In today’s “speed changing lifeâ€, fewer people have been able to sit and spend a long time on tea tasting, and with the advent of newspapers and magazines, more than a dozen or even dozens of editions have been reborn. People who read at the end of the day no longer exist. Therefore, the arrangement of the layout must consider how to use the arrangement means to give the readers psychological implications, so that the reader can quickly find out the need for a certain information in many manuscripts. And guide them to make reading decisions.
For example, in the layout of the layout, the title flower is the easiest for editors to ignore, but if you look at the commercial packaging of the layout, it is the least should not be overlooked. From the perspective of readers, if a manuscript bears the “exclusive coverage†of the title, it will give the reader the “invisible elsewhere in this reportâ€. If the “special reminder†title is pressed, it will give The reader has a psychological hint that “whether this manuscript is relevant to meâ€. On the contrary, if readers are not given this kind of suggestion, even readers who have a close relationship with themselves or even affect their own lives will be swept away and will not pay attention. .
The front page layout should have a "shopping guide" awareness, and it is necessary to guide different reader groups to find the "counter" of the "merchandise" they need in the shortest time.
The increase in newspaper “thickness†has led to a more detailed news classification and a wider information space for readers. However, at the same time, the problem is that readers, especially readers who read the newspaper for the first time, can only find it after reading newspapers. The information you need.
The front page of newspapers has always published important information. However, for a "reporter", without giving up the importance, the first edition should be used as the whole newspaper's outer package, and it should have a "product specification". The function.
A product's external packaging, in addition to its attractive appearance, it also describes the product's specifications, quantity, and methods of use. If we want to embody the role of the “instructions†on the front page of newspapers, we must consider how to “purchase†the internal pages. As mentioned earlier, “high-profile newspapers†have made newspapers more detailed in their classification of news. - Social news, military news, cultural news, economic news, etc. Each edition has its own "important news," and each edition has its own followers. At the same time, it must attract More readers can increase the effectiveness of news information dissemination. Therefore, considering the edition as the "outer package" and "manual" of the entire newspaper is very necessary for newspapers as a "special commodity".
In terms of specific operations, there are now many newspapers on the front page with columns such as “Introduction of the current period†and “Inside Page Clickingâ€. However, for some readers, too simple instructions cannot attract attention from them. Therefore, it is worthwhile to make a "guide shopping" on the front page of individual important reports in the internal pages or using pictures or in more detailed words on the front page.
Products do not pay attention to packaging will not attract customers' attention in many similar products. Since we have a clear understanding of the newspaper's product attributes, we must study and examine the layout design from the perspective of product management. The role of commercialized packaging has enabled newspapers to maximize the value of their products, so that newspapers can occupy a larger reader market and realize its value.
Reprinted from: <<China City News Reporter>>