Key Vision for the 520 Promotion of RED

Key Vision for the 520 Promotion

小红书520告白季主视觉设计

TIME：2020.05

01 Background & Theme｜项目背景 & 主题发散

In Chinese, the number combination “520” has similar pronunciation with “I love you”. Therefore, in that specific period, RED launched a romantic sale promotion named “Love Confession”. The key vision of this event is tarot cards. People usually use tarot cards to forecast love, and we attempt to adopt this concept into the theme of “Love Confession”. We used thin linear drawings to illustrate an elegant scene, and distinguish our design style with the other mainstream 3D design.

520的谐音为”我爱你“，小红书也在这一天推出了名为告白季的线上活动，尝试用“预测爱情运的塔罗牌“为设计概念和元素，选择扁平线描这种相对纤细优雅的设计风格来体现画面，同时也与主流3D画风做差异化对比。

02 Elements ｜画面绘制

We used Tarot cards as a major element to build the picture. We illustrate a couple standing in front of the vintage and delicate castle. This is the key elements of the design. About the display, we tried both use only one card or multiple cards to respectively display the picture. At the end, we chose to use multiple cards to build the scene, because it can strengthen the initial design concept. Meanwhile, this idea can help us to create a smoother animation with the cards, they can build a better visual impact when they are rotating.

Graphic design: the use of linear drawings could make the whole picture more exquisite. Meanwhile, to anchor the design theme, we illustrated many mysterious totems such as hexagrams and meteors.

Colors: we used passionate red and shining gold to strengthen this lively and romantic atmosphere. Besides, we also set deep blue as background color, which could highlight the mysterious attribute of tarot cards.

构图＆元素：构图以塔罗牌为载体，画面以一对站在复古精致的城堡前的情侣为主体，尝试了单张塔罗牌和多张塔罗牌这两种排布方式，最终选择了后者，使得最初的设计概念得以强调。动效方面，也可以在牌面翻转时效果更好，更有视觉冲击力。

图形设计：以线描的方式来呈现画面，会显得更加精致细腻。也绘制了很多六芒星/流星等象征神秘的图腾来呼应主题。

配色：选用热情的红色和闪亮的金色来烘托“告白季”的主题和节日氛围，搭配厚重的蓝色为辅色，来突出塔罗牌的神秘感。

03 Main Page Design ｜主会场设计

The home page consists of 3 sections: sales, theme as well as branches. We try to maintain the balance between shopping atmosphere and visual aspects. Therefore, we used thin linear illustration to decorate the background. By doing that, we can give user a better visual experience, which maintaining an elegant illustration of tarot cards; reducing visual burden; emphasizing the sale information.

主会场大致分为：促销区，主题区，以及分会场入口区。为了延续整体塔罗牌精致高雅的风格，同时尽可能减少用户视觉负担，突出主要信息，最终采用了以复古细线做暗纹的设计方式，力求在促销氛围和高级感中寻求平衡点。