Principles of innovation
创意就是打破陈规，可以尝试打破所有的传统的或现代的观念建立起以人的情感和欲望为生活导向和中心的观念，反对一切形式的思想枷锁，主张思想的完全颠覆与革命，一个观念就足以让很多消费者在看到创意广告设计的时候记住了这个。更为重要的是,在某种层面上来说它所宣扬的是生活态度，间接消解了消费者对香烟危害的戒备心理。
Creativity is to break the stereotypes. We can try to break all the traditional or modern concepts, establish a life-oriented and central concept based on people's emotions and desires, oppose all forms of ideological shackles, and advocate the complete subversion and revolution of ideas. One concept is enough to make many consumers remember the brand when they see the creative advertising design. More importantly, to some extent, it promotes the attitude of life, which indirectly dispels consumers' awareness of the dangers of cigarettes.
合理准则
Principle of reasonableness
广告创作活动充满了不同事物之间、现实与虚幻、真理与荒诞、幽默与讽刺、具体与抽象之间的碰撞、交融、转化、结合，并且需要发挥策划人的想象力，用大胆、异想天开的方法去创造广告精品。但是，广告的本质是一种商品，而商品的属性就决定创意想象力和创造力，不可以无节制的、荒谬的，它还要遵循一定的规律，掌握一定的分寸。
Advertising creation is full of collision, blending, transformation and combination among different things, reality and fantasy, truth and absurdity, humor and satire, concrete and abstract. It also needs to give full play to the imagination of planners and create advertising essence with bold and fantastic methods. However, the essence of advertising is a kind of commodity, and the nature of the commodity determines the creative imagination and creativity. It can not be unrestrained and absurd. It has to follow certain laws and master a certain degree of propriety.
余地原则
Margin principle
创意人求好的心理是不容置疑的，一般是不到后面时限不拍板。但等到有问题被发现的时候却没有时间修改了，只有硬着头皮照做不误，这有违精神。所以我们设立“创意审核会议”，针对提案事先审定创意概念和创意草稿。所以一般情况下，任何创意都应该在时间流程上留出两天时间冷静反省再做决定。
There is no doubt that the creative person's psychology of seeking good is not to make a decision after the time limit. But when a problem is found, there is no time to revise it. It is against the spirit to insist on doing the same. Therefore, we set up a "Creative Review Meeting" to examine and approve creative concepts and draft ideas in advance. So in general, any idea should set aside two days in the time flow to reflect calmly before making a decision.
科学与艺术融合的法则
The law of the integration of science and art广告创意设计作为一门科学性和艺术性高度统一的知识体系，应该树立“科学为始，艺术为终”的思想观念。所谓“科学为始”，是指广告前期的工作，如营销目标的落实、广告策略的确定、广告对象的选择和生活形态的描绘，以及广告创意概念的得出都是依据科学的市场调查、市场分析得来的。
As a highly unified knowledge system of science and art, advertising creative design should establish the idea of "science as the beginning, art as the end". The so-called "starting with science" refers to the work in the early stage of advertising, such as the implementation of marketing objectives, the determination of advertising strategies, the selection of advertising objects and the description of life forms, as well as the conclusion of the concept of advertising creativity, which are all based on scientific market research and market analysis.
共鸣准则
Resonance criterion
共鸣其实就是情感共鸣，好的创意广告设计能够直接与消费者进行心灵上的交流。消费者的情感很多时候是有点混乱无序的，消费者往往追求情感上的刺激来体现自我的存在,这是一种拜物主义，但却并不是简单的追求物质。而是需要依靠物质来满足情感的寄托实现对自我的认识负责准则Resonance is actually emotional resonance, good creative advertising design can directly communicate with consumers on the mind. Most of the time, consumers' emotion is a bit chaotic and disordered. Consumers often pursue emotional stimulation to reflect their existence. This is a kind of fetishism, but it is not a simple pursuit of material. It needs to rely on the material to meet the emotional sustenance and realize the principle of self-awareness想法和执行之间还有很长的一条路要走，很多想法在转为设计稿的时候没有什么问题，但在执行的时候因为技术限制或者预算限制根本无法完成，如果不在创意成型要实现的时候估量执行因素，会在后期出现很多麻烦。记住：想到的创意，要卖的出去也要做的出来。
There is still a long way to go between ideas and implementation. Many ideas have no problems when they are converted into design drafts, but they can't be completed due to technical or budget constraints. If the implementation factors are not estimated when the creative shaping is to be realized, there will be a lot of trouble in the later stage. Remember: think of the idea, to sell out also to do out.
市场实效性法则
The law of market effectiveness
所谓实效性，就是能带来现实的广告效果，能给广告主带来实际的收益。广告创意的目的在于更好地去说服。广告创意是与广告的目的和主题相一致的，既需要想象力，又不能让想象力漫无目的。创意人要充分发挥想象力，挖掘产品价值，主题或要传达的信息更生动、更可信、更有说服力。
The so-called effectiveness means that it can bring real advertising effect and bring actual income to advertisers. The purpose of advertising creativity is to persuade better. Advertising creativity is consistent with the purpose and theme of advertising. It needs imagination and can't make imagination aimless. Creative people should give full play to their imagination, excavate the value of products, and make the theme or information conveyed more vivid, more credible and more convincing.
