creative-direction

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Creative Direction

创意指导

Image prompt templates, model selection guidance, and anti-generic patterns for generating visual assets. Covers hero images, feature illustrations, testimonial photos, OG images, and more.

用于生成视觉素材的图像提示词模板、模型选择指南及避免同质化的方法，涵盖首屏图、功能插图、客户见证照片、OG图像等多种类型。

When to Use

适用场景

User needs images for a landing page, app, or marketing site
User asks for "hero image", "feature illustration", or "OG image"
User wants AI-generated visuals that don't look like stock photos
User is choosing between image generation models
User's current AI images look generic and need direction

用户需要为着陆页、应用或营销网站制作图像
用户提及“首屏图”“功能插图”或“OG图像”需求
用户希望生成的AI视觉素材不会看起来像库存照片
用户在不同图像生成模型间做选择
用户当前生成的AI图像过于同质化，需要优化方向

Core Philosophy

核心理念

Generic is the enemy. "A person using a laptop" produces forgettable images. Specificity creates memorability.
Every image has a job. Hero = emotion + aspiration. Feature = clarity. Testimonial = trust. Know the job before prompting.
Model matters. Different models excel at different things. Pick the right tool.
Consistency beats quality. A cohesive set of 7/10 images beats one 10/10 with six mismatches.

同质化是天敌。“一个人使用笔记本电脑”会产出毫无记忆点的图像，细节越具体，图像越有辨识度。
每张图像都有使命：首屏图传递情绪与愿景，功能图追求清晰易懂，客户见证图建立信任。在撰写提示词前先明确图像的使命。
模型选择至关重要：不同模型各有所长，要选对工具。
一致性优于单图质量：一套风格统一、质量7分的图像，远胜过一张10分但与其他6张风格割裂的图像。

Model Selection Guide

模型选择指南

When to Use Each Model

各模型适用场景

Model	Best For	Weaknesses	Cost
GPT-4o / DALL-E 3	Text in images, diagrams, infographics, precise compositions	Can feel "illustrated", less photorealistic	API credits
Gemini Imagen	Photorealism, natural scenes, product shots	Less control over composition, text rendering varies	API credits
Midjourney	Artistic quality, mood, cinematic shots, brand imagery	No API (Discord-only), inconsistent with specific details	Subscription
Flux (via Replicate)	Photorealism, faces, flexible styles	Requires Replicate account	Per-image
Unsplash / Pexels	Real photography, when AI looks too AI	Limited to what exists, generic poses	Free

模型	最佳用途	局限性	成本
GPT-4o / DALL-E 3	含文字的图像、图表、信息图、精准构图	风格偏“插画感”，真实度稍弱	API调用额度
Gemini Imagen	写实风格、自然场景、产品拍摄	构图控制能力弱，文字渲染效果不稳定	API调用额度
Midjourney	艺术质感、氛围营造、电影感镜头、品牌视觉	无API接口（仅支持Discord），细节还原一致性差	订阅制
Flux（通过Replicate）	写实风格、人像拍摄、风格灵活	需要Replicate账号	按张计费
Unsplash / Pexels	真实摄影素材，当AI生成效果过于“AI化”时使用	素材受现有内容限制，姿势易同质化	免费

Decision Tree

决策树

Need text in the image? → DALL-E 3 / GPT-4o
Need photorealistic people? → Flux or Gemini
Need artistic/cinematic mood? → Midjourney
Need a specific real-world scene? → Unsplash/Pexels
Need consistency across many images? → Pick ONE model, same style prompt prefix
Need diagrams/UI mockups? → DALL-E 3 / GPT-4o

需要在图像中添加文字？ → DALL-E 3 / GPT-4o
需要写实风格人像？ → Flux 或 Gemini
需要艺术感/电影氛围？ → Midjourney
需要特定真实场景？ → Unsplash/Pexels
需要多图风格统一？ → 选定单一模型，添加统一风格前缀提示词
需要图表/UI原型？ → DALL-E 3 / GPT-4o

Prompt Templates by Asset Type

按素材类型分类的提示词模板

Hero Image

首屏图

Job: Create an emotional first impression. Communicate the product's vibe in 2 seconds.

Template:

[Art style], [subject doing something specific and aspirational],
[environment with mood-setting details], [lighting description],
[color palette constraint], [composition note]

Example — SaaS Product:

Cinematic photograph, a product designer reviewing a clean dashboard
on a large monitor in a sunlit corner office, morning golden hour
light casting long shadows, muted blue and warm cream color palette,
shot from over the shoulder with shallow depth of field, 35mm lens feel

Anti-generic patterns:

❌ "A person using a computer" → ✅ "A designer reviewing analytics on a ultrawide monitor, sticky notes scattered on the desk"
❌ "Happy team working" → ✅ "Three engineers around a whiteboard, one mid-laugh, marker in hand, late afternoon light"
❌ "Technology abstract" → ✅ "Closeup of hands arranging physical cards on a table, each card showing a tiny wireframe sketch"

使命：打造有感染力的第一印象，在2秒内传递产品调性。

模板：

[艺术风格], [主体进行具体且有氛围感的动作],
[带有氛围细节的环境], [光线描述],
[色彩限制], [构图说明]

示例——SaaS产品：

电影感摄影，产品设计师在洒满阳光的角落办公室里查看简洁的仪表盘，
清晨黄金时段的光线投下长长的影子，低饱和度蓝色与暖奶油色配色，
肩后视角拍摄，浅景深效果，模拟35mm镜头质感

避免同质化技巧：

❌ “一个人使用电脑” → ✅ “设计师在超宽屏显示器上查看分析数据，桌面上散落着便签纸”
❌ “开心的团队在工作” → ✅ “三名工程师围在白板旁，其中一人笑着拿笔，傍晚的光线洒进来”
❌ “科技感抽象图” → ✅ “特写：双手在桌面上排列实体卡片，每张卡片上有微型线框图”

Feature/Product Illustration

功能/产品插图

Job: Explain what a feature does. Clarity > beauty.

Template:

[Clean/minimal style], [the feature's core concept as a visual metaphor],
[simple background], [brand colors], [no text unless needed]

Example — Analytics Feature:

Minimal 3D illustration, a translucent glass cube containing floating
data points that form a rising trend line, soft gradient background
from white to light blue, subtle shadows, isometric perspective

Tips:

Use visual metaphors, not literal screenshots
Keep backgrounds simple — the illustration should work on any page section
Maintain consistent style across all feature illustrations (same rendering style, same perspective, same color treatment)

使命：清晰解释功能用途，清晰度优先于美观度。

模板：

[简洁/极简风格], [将功能核心概念转化为视觉隐喻],
[简单背景], [品牌配色], [除非必要否则不添加文字]

示例——数据分析功能：

极简3D插画，半透明玻璃立方体中漂浮着组成上升趋势线的数据点，
白色到浅蓝色的柔和渐变背景，细微阴影，等轴测视角

小贴士：

使用视觉隐喻而非字面截图
背景保持简洁，确保插图能适配任意页面板块
所有功能插图保持风格统一（相同渲染风格、视角、色彩处理）

Testimonial / Social Proof

客户见证 / 社交证明

Job: Build trust. Make real people feel real.

Approach: Use real photos when possible (with permission). If generating:

Professional headshot, [specific person description with age/style details],
[neutral or office background], [natural lighting], [warm but professional mood],
shot at eye level, slight smile, [avoid uncanny valley — add imperfections]

Tips:

Diversity matters — vary age, ethnicity, style
Avoid the "corporate headshot" look — slightly candid feels more trustworthy
⚠️ AI-generated faces for testimonials is ethically questionable. Prefer real photos. If generating, be transparent about it.

使命：建立信任，让人物看起来真实可信。

方法：尽可能使用经授权的真实照片。若需生成：

专业头像照，[包含年龄/风格细节的具体人物描述],
[中性或办公背景], [自然光线], [温暖但专业的氛围],
平视角度拍摄，略带微笑，[避免恐怖谷效应——添加小瑕疵]

小贴士：

注重多样性——在年龄、种族、风格上有所差异
避免“企业标准头像”的刻板感，略带 candid（抓拍感）的风格更可信
⚠️ 用AI生成客户见证人像存在伦理争议，优先使用真实照片。若必须生成，需明确告知用户。

Open Graph (OG) / Social Card

开放图谱（OG）/社交卡片

Job: Get clicks in a feed. Must work at small sizes.

Template:

[Bold, high contrast], [simple central element],
[large readable text area (left or center)],
[brand color background or gradient], [16:9 aspect ratio],
minimal detail — this will be viewed at 600×315px

Key constraints:

Must be readable at thumbnail size
Text should be generated separately and composited (AI text rendering is unreliable)
High contrast between background and text area
Simple shapes > complex scenes

使命：在信息流中吸引点击，需适配小尺寸显示。

模板：

[醒目、高对比度], [简洁的中心元素],
[大尺寸可阅读文本区域（左侧或居中）],
[品牌色背景或渐变], [16:9比例],
细节极简——将以600×315px尺寸展示

关键限制：

必须在缩略图尺寸下仍清晰可读
文字建议单独生成后合成（AI文字渲染效果不稳定）
背景与文本区域需高对比度
优先使用简单图形而非复杂场景

Icon / Logo Concept

图标 / Logo概念

Job: Convey brand identity in a tiny space.

Minimal vector icon, [object/symbol], [single or two-color],
clean lines, works at 32px, [style: geometric/rounded/sharp],
white background, no gradients, no shadows

Tips:

Generate concepts, then recreate in Figma/SVG for production
AI-generated logos are starting points, not finals
Test at small sizes — if it doesn't read at 32px, simplify

使命：在极小空间内传递品牌标识。

极简矢量图标，[物体/符号], [单色或双色],
线条简洁，可适配32px尺寸，[风格：几何/圆角/锐利],
白色背景，无渐变、无阴影

小贴士：

生成概念后，在Figma/SVG中重新制作用于生产环境
AI生成的Logo仅作为起点，而非最终成品
测试小尺寸显示效果——若32px下无法识别，需进一步简化

Background / Texture

背景 / 纹理

Job: Add depth without competing with content.

Abstract [texture type], [color palette], subtle variation,
tileable/seamless, low contrast, [usage: dark background with light text / light background with dark text]

Texture types: gradient mesh, noise grain, geometric pattern, organic shapes, topographic lines, dot grid

使命：增加层次感但不干扰内容。

抽象[纹理类型], [配色], 细微变化,
可平铺/无缝衔接，低对比度，[用途：深色背景配浅色文字 / 浅色背景配深色文字]

纹理类型：渐变网格、噪点颗粒、几何图案、有机形状、等高线、点阵

Style Consistency Framework

风格一致性框架

When generating multiple images for a project, create a style prefix and prepend it to every prompt:

STYLE PREFIX: "Minimal 3D illustration, soft matte materials, isometric perspective,
pastel color palette with [brand blue] accents, subtle ambient occlusion shadows,
white background —"

Then each prompt becomes:

[STYLE PREFIX] a shield icon representing security features
[STYLE PREFIX] a speedometer showing performance optimization
[STYLE PREFIX] a connected graph showing team collaboration

为同一项目生成多张图像时，创建风格前缀并添加到每个提示词前：

风格前缀：“极简3D插画，柔和哑光材质，等轴测视角，
 pastel配色搭配[品牌蓝]强调色，细微环境光遮蔽阴影，
白色背景——”

之后每个提示词变为：

[风格前缀] 代表安全功能的盾牌图标
[风格前缀] 显示性能优化的速度表
[风格前缀] 展示团队协作的互联图表

Consistency Checklist

一致性检查清单

Anti-Generic Playbook

避免同质化手册

The Specificity Ladder

细节递进阶梯

Each level adds memorability:

Generic: "A workspace" ❌
Specific: "A designer's workspace with a drawing tablet" ⬆️
Atmospheric: "A designer's workspace at golden hour, warm light on a Wacom tablet" ⬆️
Story: "A designer's workspace at golden hour, a half-finished illustration on the tablet, coffee cup with a lipstick mark, headphones draped over the monitor" ✅

Always aim for level 3–4.

每一层都能提升图像记忆点：

同质化：“一个工作区” ❌
具体：“配有数位板的设计师工作区” ⬆️
氛围感：“黄金时段的设计师工作区，暖光洒在Wacom数位板上” ⬆️
故事感：“黄金时段的设计师工作区，数位板上有未完成的插画，咖啡杯上有口红印，耳机搭在显示器上” ✅

始终瞄准第3-4层。

Overused AI Image Tropes to Avoid

需避免的AI图像烂大街套路

❌ Cliché	✅ Alternative
Glowing orbs / particles	Physical textures, natural materials
Floating holographic UI	Real devices, paper prototypes
Purple/blue gradient everything	Earth tones, brand-specific palettes
Isometric city blocks	Focused single-object compositions
Perfect symmetry	Intentional asymmetry, rule of thirds
Hyper-saturated colors	Muted, desaturated palette with one accent
"AI art style" shininess	Matte materials, film grain, imperfection

❌ 陈词滥调	✅ 替代方案
发光球体/粒子	物理纹理、天然材质
悬浮全息UI	真实设备、纸质原型
满屏紫/蓝渐变	大地色系、品牌专属配色
等轴测城市街区	聚焦单一物体的构图
完美对称	刻意不对称、三分法构图
高饱和色彩	低饱和度配色+一个强调色
“AI艺术风”光泽感	哑光材质、胶片颗粒、小瑕疵

Adding Realism to AI Images

为AI图像增加真实感

Include in prompts:

Film grain: "slight film grain, shot on 35mm"
Imperfection: "slightly worn edges", "coffee stain on the desk"
Natural lighting: "overcast diffused light" instead of "bright studio lighting"
Depth of field: "shallow depth of field, f/1.8" for focus
Texture: "matte finish", "linen texture", "concrete surface"

在提示词中加入：

胶片颗粒：“轻微胶片颗粒，模拟35mm镜头拍摄”
小瑕疵：“边缘略有磨损”“桌面上的咖啡渍”
自然光线：用“阴天漫射光”替代“明亮工作室灯光”
景深：“浅景深，f/1.8光圈”突出焦点
纹理：“哑光质感”“亚麻纹理”“混凝土表面”

Output Format

输出格式

When providing creative direction, output:

undefined

提供创意指导时，采用以下格式：

undefined

Creative Direction: [Asset Type]

创意指导：[素材类型]

Purpose: What this image needs to communicate Model recommendation: [Model] — [Why] Style: [Art direction notes]

Prompt: [Full prompt ready to paste]

Variations to try:

[Alternative angle/mood]
[Alternative style]

Post-processing notes:

[Any needed adjustments — cropping, overlay, text addition]

---

目的：该图像需要传递的信息 模型推荐：[模型] — [推荐理由] 风格：[艺术指导说明]

提示词： [可直接复制使用的完整提示词]

可尝试的变体：

[替代角度/氛围]
[替代风格]

后期处理说明：

[所需调整——裁剪、叠加、添加文字等]

---

Examples

示例

Example 1: "I need a hero image for a project management SaaS"

示例1：“我需要为项目管理SaaS制作首屏图”

Purpose: Communicate clarity and control over complex projects Model: Midjourney (cinematic quality) or DALL-E 3 (if text needed)

Prompt:

Cinematic overhead photograph of a large wooden desk with neatly organized
project cards, color-coded sticky notes in a kanban layout, a MacBook
showing a clean dashboard, a ceramic mug, natural window light from the left,
shallow depth of field focusing on the cards, muted warm palette with
one accent color (brand blue), 35mm film aesthetic with slight grain

目的：传递对复杂项目的掌控感与清晰度模型：Midjourney（电影质感）或DALL-E 3（若需添加文字）

提示词：

电影感俯拍：大型木质桌面，整齐排列的项目卡片，彩色便签组成的看板布局，MacBook显示简洁的仪表盘，陶瓷马克杯，左侧自然窗光，浅景深聚焦卡片，低饱和度暖色调搭配一个品牌蓝强调色，35mm胶片质感带轻微颗粒

Example 2: "Generate feature illustrations for our 4 main features"

示例2：“为我们的4个核心功能生成功能插图”

Style prefix:

Minimal 3D illustration, soft matte clay-like materials, front-facing
perspective, brand indigo (#6366F1) as accent, light gray (#F9FAFB)
background, gentle directional shadow to the bottom-right —

Prompts:

[prefix] a magnifying glass hovering over a organized grid of documents

[prefix] two puzzle pieces connecting, with a small spark at the join

[prefix] a clock face with segments in different colors showing time allocation

[prefix] a shield with a small checkmark, slightly tilted

风格前缀：

极简3D插画，柔和哑光黏土质感，正面视角，品牌靛蓝色(#6366F1)作为强调色，浅灰色(#F9FAFB)背景，右下角柔和定向阴影——

提示词：

[前缀] 悬停在整齐文档网格上的放大镜

[前缀] 拼接的两块拼图，连接处有小火花

[前缀] 不同颜色分段显示时间分配的时钟表盘

[前缀] 带小对勾的盾牌，轻微倾斜

Example 3: "Our AI images look too generic, help"

示例3：“我们的AI图像太同质化了，帮忙优化”

Audit current images against the anti-generic playbook. Common fixes:

Add specificity (level 3–4 on the ladder)
Replace cliché tropes (glowing orbs → physical textures)
Add film grain / imperfection to prompts
Constrain the color palette
Use consistent style prefix across all images

对照避免同质化手册审核现有图像，常见修复方案：

增加细节（达到第3-4层递进阶梯）
替换陈词滥调（比如用物理纹理替代发光粒子）
在提示词中加入胶片颗粒/小瑕疵
限定配色方案
为所有图像添加统一风格前缀