Principles of innovation
創意就是打破陳規，可以嘗試打破所有的傳統的或現代的觀念建立起以人的情感和欲望為生活導向和中心的觀念，反對一切形式的思想枷鎖，主張思想的完全顛覆與革命，一個觀念就足以讓很多消費者在看到創意廣告設計的時候記住了這個。更為重要的是,在某種層面上來說它所宣揚的是生活態度，間接消解了消費者對香煙危害的戒備心理。
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.
合理準則
Principle of reasonableness
廣告創作活動充滿了不同事物之間、現實與虛幻、真理與荒誕、幽默與諷刺、具體與抽象之間的碰撞、交融、轉化、結合，并且需要發揮策劃人的想象力，用大膽、異想天開的方法去創造廣告精品。但是，廣告的本質是一種商品，而商品的屬性就決定創意想象力和創造力，不可以無節制的、荒謬的，它還要遵循一定的規律，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.
余地原則
Margin principle
創意人求好的心理是不容置疑的，一般是不到后面時限不拍板。但等到有問題被發現的時候卻沒有時間修改了，只有硬著頭皮照做不誤，這有違精神。所以我們設立“創意審核會議”，針對提案事先審定創意概念和創意草稿。所以一般情況下，任何創意都應該在時間流程上留出兩天時間冷靜反省再做決定。
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.
科學與藝術融合的法則
The law of the integration of science and art廣告創意設計作為一門科學性和藝術性高度統一的知識體系，應該樹立“科學為始，藝術為終”的思想觀念。所謂“科學為始”，是指廣告前期的工作，如營銷目標的落實、廣告策略的確定、廣告對象的選擇和生活形態的描繪，以及廣告創意概念的得出都是依據科學的市場調查、市場分析得來的。
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.
共鳴準則
Resonance criterion
共鳴其實就是情感共鳴，好的創意廣告設計能夠直接與消費者進行心靈上的交流。消費者的情感很多時候是有點混亂無序的，消費者往往追求情感上的刺激來體現自我的存在,這是一種拜物主義，但卻并不是簡單的追求物質。而是需要依靠物質來滿足情感的寄托實現對自我的認識負責準則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想法和執行之間還有很長的一條路要走，很多想法在轉為設計稿的時候沒有什么問題，但在執行的時候因為技術限制或者預算限制根本無法完成，如果不在創意成型要實現的時候估量執行因素，會在后期出現很多麻煩。記住：想到的創意，要賣的出去也要做的出來。
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.
市場實效性法則
The law of market effectiveness
所謂實效性，就是能帶來現實的廣告效果，能給廣告主帶來實際的收益。廣告創意的目的在于更好地去說服。廣告創意是與廣告的目的和主題相一致的，既需要想象力，又不能讓想象力漫無目的。創意人要充分發揮想象力，挖掘產品價值，主題或要傳達的信息更生動、更可信、更有說服力。
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.
