Forms and methods of creative thinking in advertising design

In advertising design, advertising designers repeatedly plan and think on the basis of theme requirements, and can properly use their own unique artistic means, thus creating unique and novel artistic conception, ideas and concepts. This process is advertising creativity. Creativity is unique, and it takes enough thinking and labor. Creative thinking is a kind of thinking activity, which concentrates the wisdom of human beings and is an open, active, varied, theoretical and dynamic way of thinking.

First, the form of creative thinking

We usually think that there are two basic forms of creative thinking, namely, image thinking and logical thinking. Thinking in images is a reflection of concrete images, which is inseparable in the whole process and uses imagination as a psychological phenomenon.

Imagination plays an extremely important role in thinking in images, which promotes people's work, study, life and various creative activities. According to different standards, imagination can be divided into creative imagination, spatial imagination and recreative imagination. Creative imagination is to conceive relevant and innovative ideas or shapes for a certain purpose; Spatial imagination is to transform flat things into solid things, so that they have a sense of space, which is called spatial imagination; To recreate imagination is to imagine written and abstract things into graphic and concrete things. In addition, fantasy is also a kind of imagination, which is ahead of time, and the content of imagination belongs to future activities. Fantasy also belongs to creative imagination.

Compared with thinking in images, logical thinking is another form of creative thinking. Logical thinking is an abstract thinking. It uses the methods of reasoning, judgment and concept when verifying and summarizing creativity. These methods are abstract forms. Therefore, logical thinking can also be called abstract thinking. Logical thinking is applied to the whole process of advertising creativity, especially in the preparation stage. It is necessary to analyze and summarize the whole advertisement, that is, plan. If abstract thinking is used to express ideas and specific affairs in advertising creativity, it will be easier to understand the connotation of advertising.

Logical thinking can be divided into analogical reasoning, inductive reasoning and deductive reasoning. The so-called analogical reasoning is the method of analogy. If two things have some of the same attributes, we can conclude that other things also have the same attributes. In the creative field, associative reasoning? With what? Similar reasoning? This is the pattern. Inductive reasoning is also called. Induction? , is a kind of reasoning from special to universal, and summarizes the universal principle from some individual cases. Just like the individual and the whole, the two are not only interrelated, but also penetrate each other. Deductive reasoning has three most common forms: selective reasoning, dilemma reasoning, hypothetical reasoning and direct syllogism reasoning. Deductive reasoning provides a foundation for the deepening of inductive reasoning.

Logical thinking and thinking in images are related. Advertising should be expressed by thinking in images and guided by correct logical thinking. Only by organically combining the two can creative thinking be creative and advertising be more effective and active.

Second, the method of creative thinking

No matter which classification form, creative thinking is divided into what forms, in advertising creativity, we should follow the following thinking methods:

1, dialectical thinking

Dialectics is the most scientific and advanced way of thinking in the history of human cognition. The core method of dialectics is to look at and solve problems from the viewpoint of unity of opposites. Everything is contradictory and related. Everything is unity of opposites in development, unity is temporary and opposition is absolute. Two contradictory things can be transformed into each other under certain conditions. We should strive to turn negative and unfavorable conditions into positive and favorable conditions and let the whole process move forward.

Step 2 distract your mind

Divergent thinking is a new, flexible and convenient way of thinking from the starting point, using divergent and associative thinking methods. So it is also called open thinking, radiation thinking and diffusion thinking. In other words, from one point to the surrounding, the direction is changeable, the paths are more, and the methods are more open. This way of thinking is unconventional, step by step, and does not stick to the rules. It breaks the mindset and makes breakthroughs and challenges while following the laws of logical thinking. More importantly, this way of thinking can dig out important problems that ordinary people can't find in the simplest and most common things.

3. Reverse thinking

When people consider problems, they usually form a mindset. Starting from the original thinking direction, it will increase obstacles to the development and improvement of people's thinking ability. Therefore, we should learn to find a breakthrough in the opposite direction, and then solve difficult problems and give full play to our extraordinary logical thinking ability. This way of thinking was used in many strategies and tactics in ancient China, such as? An empty city plans to build a plank road, and it is a secret? .

If advertising creativity wants to stand out from many works and show its unique style, it is a good choice to use reverse thinking method.

Step 4 think deeply

You can't just observe and draw conclusions from the superficial phenomena of things. At the same time, we should grasp the internal laws of things and deeply understand things, that is, we should look at the essence through phenomena. This is to think deeply, understand things deeply, and solve problems by using laws. The whole process will reduce many difficulties, be handy and get twice the result with half the effort.

An expert's understanding of the fable of cattle reveals this truth, as long as we think deeply about the problem, know the internal laws, think and observe.

Step 5 focus on thinking

In doing anything, we must find the key points of the matter and focus on solving these problems. As long as the key issues are grasped, the main method in the theory of contradiction is to grasp the key points. In advertising creativity, it is required that the theme is clear and the focus is clear, so that consumers can find their due customers and get the due benefits.

6. Comprehensive thinking

Everything is complex and changeable, so when considering the problem, we should consider it comprehensively, otherwise we will make one-sided and subjective mistakes. If we want to consider things comprehensively, we must solve and think about problems with a moving, developing and connected point of view. Advertising creativity needs to use words, colors, graphics, lines and other media to express the inner spirit, character, soul and emotion of advertising. Advertising art is also a cultural phenomenon. Designers should broaden their thinking, improve their cultural and moral cultivation, enrich cultural details in their works and reflect various material and cultural forms.

To sum up, advertising creativity should use the forms and methods of creative thinking to sort out their existing knowledge, data, ideas and ideas, form their own knowledge system, and find the inherent laws. In advertising design, we should constantly learn new knowledge, be enthusiastic about advertising and constantly explore and create, so that the creative thinking of advertising design can be developed and carried forward.