Top 10 lines of copywriting that I like recently

Reading copywriting is like listening to music. When you are happy, you listen to your ears, and when you are sad, you listen to your heart. In fact, you are listening to your own mood.

The penetrating power of copywriting, thousands of people, different time points, like different copywriting.

The person who writes the pen has a flash of inspiration, and the person who catches the eye has an instant hit.

That’s it.

01

The questions we give ourselves,

make us who we are in time.

From Luo Zhenyu’s 2021 “Friends of Time” New Year’s Eve speech.

The world is giving out papers every day, and we are busy with the papers thrown by the whole world every day. One after another.

What about ourselves? What about the questions we set for ourselves? This creates our future. What are you going to do? What are you going to accomplish? What are you going to cross? The world is so complex and changeable. Our generation should have our own path in mind.

In 2021, I hope everyone has their own paper. And, answer it well.

02

No matter how long the night is,

the light is always there.

From vivo's "Ordinary Night"

This is my favorite short film made by Shanghai Italian advertising for vivoX60. This copywriting is really great and combines the current social emotions. and insight, giving warmth and encouragement.

Night not only refers to the dark night, but also the darkest moment in the past 2020. And light not only refers to light, but also confidence and hope of life, as well as the product features of the X60 mobile phone that captures the glimmer of light in the dark night.

Coupled with Pu Shu's "The Ordinary Road" as the background music, it is full of healing and powerful.

No matter how many disappointments there are in life, please believe that light is always there.

03

When people encounter problems that they cannot solve themselves

The best way is to tell the truth

From the 2021 Poverty Alleviation Drama "The Love of Mountains and Seas"

I didn't expect that at the beginning of 2021, I would be conquered by this poverty alleviation drama from Noon Sunshine. I also didn't expect that one day I would be so addicted to watching a poverty alleviation drama. The high score of 9.4 on Douban also proves that my choice was right.

The whole drama needs details, details, care and attention, laughs and laughs, especially acting skills, as netizens said "

It feels like even Mushroom’s acting skills are online

”.

The Professor Ling played by Huang Jue is really impressive. I didn’t dare to recognize him at first. Huang Jue, who has always been a literary and artistic person, still has a strong aura even after his literary skills have faded away. He is not acting at all. It's completely Professor Ling himself. I once regarded the play as # Professor Ling's Mushroom Grower's Notes. Therefore, I must share Professor Lin’s wise words after being beaten with everyone. After all, I watched it with a smile.

04

Every word sent out

has been modified 100 times

from Proya.

Proya released 82 illustrated posters with the theme "First Year of Graduation, Fighting with the New World" at Chongqing Red Earth Station. I talked about the things I encountered in the first year of graduation. Some of my feelings are still fresh in my mind, no matter how many years have passed since graduation.

Every word in this copy is too true. Every young person who has just entered society will find that the world may be different from what you imagined, but this is a life lesson you have to complete.

Grow up in the collision with the world, and discover a bigger world and a better self while you are young.

Think of what is said in "Friends of Time": "Fight against time, but also make friends with time." Learn to do things in confrontation and learn to enjoy.

05

No matter where you are,

whatever you have in mind is the year of reunion.

From Oreo's "Three Immortals Return to the Cave"

At this time of year, there will be a batch of short films about the Spring Festival, reunions, and family ties.

This year is no exception. Due to the impact of the epidemic, people are encouraged to celebrate the festival in situ, and the homesickness and reunion will naturally be heavier.

Nothing else to say, no matter where you are, no matter why you can’t go home to celebrate the New Year,

As long as you have concerns in your heart, as long as you are intentional, it will be the Year of Reunion

06

There is no Shenzhen in the world

When you come, there is Shenzhen

From the Shenzhen City Global Recruitment Video "Shenzhen Footsteps"

This is probably the most explosive, youthful and humorous urban promotional video I have ever seen. Everyone says this is a short film about "robbing people" in Shenzhen, but in fact, it is also a heart-warming and inspirational short film, igniting the fighting spirit of "migrant workers".

Shenzhen has used a small incision like "footstep" to realize the upgraded expression of the concept of talent, and this is also the step for each of us to move towards the future.

Especially the copywriting is really neatly expressed and full of rhythm.

07

If life could shine,

it would probably be in the sea of ??people.

From Douyin's "Someone" series.

Douyin’s advertisements are always close to ordinary people, and we find touching materials from the lives of ordinary Douyin users.

The copywriting of this series is also very interesting. Five ordinary people with almost no reputation were selected, and many adjective prefixes were used to make the characters three-dimensional and give them light.

The idea is very good. Every ordinary person has his or her own shining points, and countless shining points constitute an ordinary but extraordinary life.

So, who is someone? Someone is everyone in the sea of ??people! We can all add countless prefixes to our lives. I am "a xxxxxxxxxxx person".

08

Every Chinese who is naturally strong is born in the year of Ox.

From Mengniu.

On January 20, landmark buildings in 15 cities including Beijing, Shanghai, Shenzhen, Wuhan, Guangzhou, Hangzhou, Xi'an, Chengdu, Chongqing, Jinan, Qingdao, Changsha, Nanjing, Hefei, and Fuzhou On the curtain wall, blessings for the Year of the Ox from Mengniu also shined.

Mengniu pays tribute to all the Chinese people who have gone through an extraordinary year in 2020, and gives its best wishes for the upcoming Year of the Ox. It basically praises all Chinese people and rushes here. As for the copywriting, I would highly recommend:

09

From "Qi Pa Shuo" Li Dan.

This was one of Li Dan’s views in the debate topic "Should Adults Hide Their Collapses" in the issue of "Qi Pa Shuo" at that time. I happened to read that issue, and this sentence came up at that time. Hot search.

To be precise, this is not a sentence of copywriting, but it directly hit me when I read it, and probably hit many other people, so it was logical that it became a hot search.

No matter when, there are always various small and big things that break down in adult life. The reason why they hit me is because I said "forget it". Thinking about it now, although there may be something behind it It is helpless and bitter, but it is actually a mediocre way of doing things and a compromise in life.

Regardless of whether it collapses or not, whether it is necessary to hide the collapse or not, I still hope that everyone will face a collapse, forget about it less, and don’t deceive yourself.

10

You don’t need to make a fuss about the love of young people

From UnionPay’s “Monster Family”

In the face of the people who are about to take control of consumption Generation Z born after 1995, I think this perspective is really great. What I see is tolerance and the ability to accept the different loves and lifestyles of young people.

If you still use the didactic method, or use the simple and crude "catch" before, or impose your own universal view on them, then it will be like children listening to adults talking boringly. If so, I feel helpless and helpless.

So, there is no need to make a fuss about the love of young people;

Let the rights be younger and make the youth more special

. This should be the attitude of all young brands.

/

So, do you have any favorite copywriting recently?

Text | Illustrations by Mumu Laothief (public account ID: mumuseo) in APP design Applications

Nowadays, the number of APPs is increasing, and the production is becoming more and more exquisite. Various APPs want to be distinguished from other APPs in design, so as to better attract users' attention. Using illustrations in APPs is undoubtedly a good choice. A lot of illustrations are used in the AppStore "Today" of iOS 11, which brings a new experience to users.

1. Why use illustrations in APP?

Increase the visual impact, which can be summarized in two words "amazing". For example, in the "walkup" APP, every page in it is Illustrations are used and the design is extremely beautiful.

Add interest so that the page does not appear monotonous and boring. An obvious example is the empty page and error page in the APP. For example, when Taobao is offline, displaying a cute illustration is better than simply displaying a cute illustration. The displayed text will give people a much better feeling and can also reduce the user's anxiety as much as possible.

It carries more information and is more intuitive. This is more obvious in the icons. For example, Baidu Nuomi’s classification icon adopts a realistic style, which makes it feel more intuitive. .

Meet the emotional needs of users and adopt an emotional design. This is well reflected in keep. During the Chinese Valentine’s Day that just passed, keep turned the running route pink and paired it with A dog and a person running during Chinese Valentine's Day are most likely single. The meaning is self-evident.

2. Several types of illustrations that are currently popular and their characteristics

Flat illustrations

Texture illustrations

Hand-drawn illustrations

MBE illustration (a master of Dribble created this style, so it is called MBE style illustration)

Gradient illustration (sometimes also called shimmer illustration)

Three-dimensional illustration (Also called 2.5D illustrations)

Stroke illustrations

The following are examples of various illustrations. All examples are from dribble.

Flat illustrations: Flat illustrations are characterized by being flat, concise and clear. Flat illustrations are very popular and the most commonly used style now.

Texture illustrations: I think texture illustrations also belong to flat illustrations. It is a kind of illustration, but in the end it is necessary to increase the graininess. The most obvious feature of texture illustrations is that it has texture and the relationship between light and shadow is better expressed.

Hand-drawn illustrations: I think this is the most difficult type, and it also requires the most artistic skills from the designer. The hand-drawn style has a wide range of applications and can display many things. The designer's work below is full of childlike interest and as beautiful as a dream.

MBE illustrations: simple, round and cute.

Gradient illustration: a very beautiful style. Generally, similar colors are used in the use of colors, and there should not be too many types of colors.

Three-dimensional illustrations: As you can see from the name, the biggest feature of this type of illustrations is that they are three-dimensional and can express three-dimensional things in a two-dimensional space.

Stroke illustrations: In addition to using shapes, you also need to use strokes, which can abstract things very well.

MBE illustration: For icons in the kitchen, MBE style is very suitable for making icons

Gradient illustrations and three-dimensional illustrations: pull hooks. We talk about these two together because many times an illustration contains these two styles. (used in banners, topics)

Stroke illustrations: Pinduoduo, NetEase Cloud Music (used in icons, startup pages)

To summarize: illustrations are suitable for use in APP startup Page, banner, topic, refresh, icon, pop-up box, background image, etc.

What are the categories of illustrations?

Illustrations are divided into three categories: anime Japanese two-dimensional illustrations, children's illustrations, and advertising packaging illustrations

Animation illustrations are targeted at games, comics, and novel covers

Children's illustrations are targeted at packaging and novels. Advertising

Advertising packaging illustrations are targeted at packaging types

Game animation illustrations are the most expensive. Ranging from 500--20,000. There are higher ones but very few. 30,000. 40,000. 100,000 pieces appeared before