Key Vision for the 6th Anniversary Promotion of RED

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小红书6.6周年庆主视觉设计

TIME：2019.5

01 Background & Theme｜项目背景 & 主题发散

June 6th is the anniversary of RED, a series of large-scale promotion would be launched accordingly. Due to the importance of the anniversary, REDesign wanted to make a visual design that was very different from any previous one.
Combined with the surprise box interactive game of 6.6 anniversary, we brainstormed different themes. After several rounds of theme divergence and screening, we finally decided to create a time-limited amusement park which is opened in the RED CITY, used the concept of "surprise box in the amusement park" as the key vision of the 6.6 event. The amusement park is a magical existence, regardless of age and gender, everyone who comes here can go back with a whole happy day. We hope to bring the lively atmosphere into the event.

6月6日是小红书的周年庆，相应会推出一系列大型促销活动。由于周年庆的重要性，REDesign对这次活动进行了和以往很不一样的视觉设计。

结合6.6周年庆的惊喜盒子互动游戏，我们脑暴了不同的画面主题，经过几轮主题发散和筛选，最终决定打造一个在RED CITY中限时开放的惊喜游乐场，用“游乐场里的惊喜盒子”概念作为6.6活动的主视觉。因为游乐场是一个很神奇的存在，无关年纪和性别，每个来到这里的人，都能带着一整天的欢乐回去，我们希望将游乐场的热闹氛围带入到活动中。

△ Try different theme scenes in the early stage 前期不同主题场景尝试

02 Elements & Refinement｜元素绘制 & 设计深化

a. Element: In addition to the lively atmosphere, it is also necessary to better combine the type of goods with the facilities in the amusement park, taking into account the promotional atmosphere and visual presentation. We created the special amusement park with the blushing ferris wheel, lipstick jumping machine, afternoon tea cup bumper car, cheese cold drink shop, surprise box conveyor belt and so on.

b. Angle: In order to better reflect the space, we chose to use 2.5D as the entry point. We also made different tests on the selection of the inclined angle of the elements, and finally chose the 30° inclined angle because it has the most spatial depth. According to the 30° grid extension composition and taking the texts and pictures into account, we finally completed the “surprise box in the amusement park” outline.

a.元素：除了热闹的氛围，还需要更好地结合商品品类与游乐场设施，兼顾促销气氛与视觉的呈现。腮红摩天轮、口红跳楼机、下午茶杯碰碰车、CHEESE冷饮店，还有惊喜盒子传送带等等，我们将打造一个最特别的游乐场。

b.角度：为了更好的体现游乐场空间，我们选择以2.5D作为切入点，在元素倾斜角度的选择上，也做了不同测试，最终选择了最有空间纵深感的30°倾斜角。根据30°网格延展构图并且兼顾文字和画面，完成“游乐场里的惊喜盒子”线稿。

△ Some elements of the amusement park 部分游乐场元素的绘制

△ Tests of the angle 倾斜角的尝试

△ Composition according to the 30° grid extension 根据 30° 网格延展的局部构图

c. Style: We have not chosen the C4D style that tends to homogenization, neither the game cyber which has a tide cool feeling. We finally chose the flat pop style with power, fashion sense and vivid color, hoping to bring a different feeling to the overall vision.

d. Color: We tried different lines and gradients, finally used red, pink and yellow as the main color, with the gradient of contrasting colors , reflecting the lively atmosphere.

c.画风：我们没有选择目前运用趋向同质化和视觉疲劳的C4D风格，也没有选择意识流潮酷感的游戏赛博，而是选择了年轻活力，有时尚感的，色彩更鲜明活泼的扁平波普风格，希望能给整体的视觉带来不一样的感受。

d.颜色：颜色上尝试了不同的描线和渐变搭配，最终以红粉黄为主色，搭配对比色渐变，体现活泼欢快的氛围。