Real Estate Advertising Creative Design

The market environment in China is unique, and the real estate industry is actually a special one. The real estate industry in China is developing very fast in recent years. Although the house price is very high, it’s also very hard to buy one, the pursuit of Chinese people for owing a house is strong since the ancient period. As one of the most expensive, the most widely market goods, real estate advertising has become independent from the advertising industry. In recent years, there is a rapid increase in real estate industry, innovation, creative novel real estate advertisement is needed and has become a target for developers and designers to pursue.At present, most of the real estate advertisement has no originality, they imitate each other and lack creativity most of time.Thus, the creative design research for the real estate advertising can guide to a good development of the real estate advertising in the future."Creativity"is the core aspect of today’s social development, and innovative society has become a trend of development whether to business or personal and even countries.Only by innovation can we survive in this competitive market, and so as to the real estate advertising industry, we should concentrate more on the innovation to inspire the whole industry. As people has strong emotional appeal beyond other commercials, the real estate advertising is not just a commodity advertisement, but also can fulfill the cultural and spiritual demands of customers. At the same time, this paper has done research on key points and technique of expression of print advertising creative design, therefore can conclude creative design guidelines for the real estate advertising. Finally, based on the theory, this paper has designed a whole set of real estate advertisement for the "KAWEH" building in SHUNYI district, Beijing.This paper has comprehensively expounded the importance of creative design from theoretical analysis to practical application. We really hope this paper can summarize certain theoretical foundation for the real estate advertising creative design, and enrich the real estate advertising system, looking for more development space and direction for the industry. We want to study the new form of expression for the real estate advertising, making it more commercial, practical, beautiful and innovative.