Non-existent characters with which firms are associated. Brand hero in advertising

Some prominent advertisers and PR people of the 20th century foreshadowed a bright future for video advertising. They had no idea what technologies would soon be used in commercials. Digital animation, 3D effect - this was not even discussed, because half a century ago commercials were just a collection of changing frames. However, in those days, marketers knew a technique that was already widely used to promote a brand - the creation of commercial characters.

Where did you come from, advertising character?

The history of the creation of advertising characters begins at the beginning of the twentieth century. Poor artists who somehow had to earn a living began to take orders from private firms. First, an image was thought out that could attract the attention of buyers, then it was transferred to paper, then to all product packaging, advertising booklets and commercials.

Once upon a time, American artist Haddon Sundblom was working on a character for Coca-Cola. He had a difficult task: to come up with an image that would attract buyers of a cold drink in the winter. Sundblom painted Saint Nicholas, who became known as Santa Claus. The funny old man immediately fell in love with everyone without exception. Riding in a team with a bottle of drink in his hands, in his white and red suit, he perfectly fit into the corporate identity of the brand. It is considered that It is with this image, created in 1931, that the history of the advertising character begins.

The Ideal Advertising Character: A Recipe for Creation

It is possible to determine what the future advertising hero should be like only after getting acquainted with the manufacturer, its products and the target audience. However, marketers have managed to develop general criteria that an advertising character must meet:

• attachment to a brand or product at the level of associations;
• the presence of character is a clearly traceable line of behavior;
• alignment with the psychological or functional benefits of the product;
• positive, the image should not cause negative emotions;
• displaying the interests and preferences of the target audience, national traditions;
• originality, uniqueness.

Cute, funny or courageous and courageous - the heroes of advertisements are full of images and characters. They are created not at all in order to sell a product, but in order to sell emotions. Funny video from the company Molokia about two cute cows is unlikely to go unnoticed by a demanding viewer.

This commercial is about love between sourdough and milk VIVO. The purpose of the video is simple - to show the consumer that as a result of mixing branded sourdough and milk, yogurt will appear. Therefore, it is advisable to buy two products at once.

The commercial allows you to create an animated character - "revive" the image, therefore, today video advertising is at the peak of popularity. The main advantage of the video is dynamism, the ability to show the hero in motion, demonstrating his actions and character.

Video advertising allows the brand to influence the feelings and psychological attitudes of the consumer, because each image, each character has its own habits and habits. The animated advertising hero is most of all endowed with human qualities, in comparison with the images that are used, for example, on posters or advertising booklets.

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- the best, largest and most structured collection (1350 photos, 22 sections) of advertising characters in the world- there are a lot of characters in this section:

Advertising charactersor corporate heroes, advertising heroes, corporate characters are visual images, animated creatures or living real characters, a special brand element that is used to give the brand human features that are close to certain stereotypes of the target audience, to draw attention to the brand. Advertising characters make the consumer empathize with the brand, work for brand recognition, create the "face" of the campaign or its advertising, help in detuning from competitors (stand out among competitors), increase the attractiveness of the company and its positive perception by employees and customers. Most often, an advertising character is not just an image, but a certain role played by a corporate character.Usage corporate characters, as a rule, is caused by historical premises - people tend to choose totems for themselves.

The character either offers to buy, or buys himself, while being in dialogue with the viewer, with a similar character, or in an internal dialogue with himself. Among the characteristics of brand perception, strengthened by the advertising character: "Status-reliability", "Status-leadership", "Action-adventure", "Action-magic", "Principle-health", "Principle-security".

one). Metaphor - a corporate character should reflect the features of a product or brand or be its symbolic embodiment.

2). "Conformity" or "similarity" with the functional or psychological benefits that the brand promises to the consumer (an advertising character must carry the idea of ​​​​a unique selling proposition - how a product or brand differs from others).

3). A corporate character should emotionally color the attitude towards a product or brand, make it a personality and character.

4). Individuality and uniqueness (with the exception of the task of "joining" the image of another brand, for example, hares Dyurasel and Energizer).

6). Psychological identification. In this case, the advertiser strives for the viewer to voluntarily or involuntarily imagine himself in the place of a popular character and “feel” how he enjoys the purchased product.

1. Advertising characters - animated product or brand - page 1.
2. Fictional characters - page 2.
3. The most unusual advertising characters - page 3.
4. Animal characters in advertising - page 4.
4.1 Hares, rabbits - popular advertising characters - page 4
4.2 Commercial feline characters - page 5
4.3 Dogs and wolves - advertising characters - page 6
4.4 Bears - frequent animal characters in advertising - page 7
4.5 Reptiles and amphibians in advertising - page 8
4.6 Other animals - advertising characters - page 9
4.7 Bird characters in advertising - page 10
4.8 Fish advertising characters - page 11
4.9 Insect characters in advertising - page 12.

5. Cartoon characters in advertising - page 13.
5.1 Disney cartoon characters - page 13
5.2 Good old Soviet Russian cartoon characters - page 14
5.3 Characters from other cartoons and animated series - page 15

6. Puppet characters in advertising - page 16.
7. Negative characters and anti-heroes in advertising - page 17.
8. Advertising characters - monsters and horror stories - page 18.
9. Female characters in advertising - page 19, page 20.
10. Erotic advertising characters - page 21.
10.1 Sexual and erotic advertising characters - page 21
10.2 Sexy Playboy Bunnies - page 22
10.3 Sexy girls - playboy bunnies - page 23
10.4 Promotional porn characters - page 24
11. Male characters in advertising - page 25.
12. Characters - heroes and superheroes - page 26.
13. Children characters - children's characters in advertising - page 27.
14. A group of characters in advertising - page 28.
15. Symbolic characters little men - p. 29.
16. People in the role of corporate characters - page 30.
17. 3D Characters of computer games in advertising - page 31.
18. Technological characters - robots in advertising - p. 32, p. 33.
19. Animated animated logos - page 34.
20. Characterscomics in advertising - page 35.
21. Political characters - page 36.
22. sports charactersand talismans - page 37
22.1. Symbols and mascots of the Olympic Games - page 37

22.2. Official emblems of the Olympic Games - page 38
22.3. Emblems and mascots of sports teams - pages 38, 39
22.4. Advertising and symbols of competitions and cups - page 40.

Download character:

1. The Forbes magazine named the ten most popular advertising characters in the United States. The leaders of the rating were the heroes of M&M's chocolate dragee advertising, which was first launched by Mars back in 1954.(M&M's were first released in 1941) .
Characters « Yellow" and " Red"Constantly fall into different comical situations because of their opposite characters. High-quality advertising of this company made the recognition of these heroes almost one hundred percent. Each video clip with its interesting plot and good graphics attracts the attention of consumers of all age categories. These signature characters have become favorites in many countries:

2. Pioneers in the use of a fictional corporate character is the Michelin Corporation. Its main products are tires, and tires for everything you can imagine. The company created a fictional character Bibendum. This little white man eventually became more than just a corporate character. And he made a tangible contribution to the formation of the image of Michelin:

Old posters with Bibendum. Example 9

3. "Sam Samych"- a character invented for advertising. Here's how the creators characterize him:" Samych himself is a dumpling superhero. Addressing customers, he says that making dumplings is an exciting and fun activity. Modern life with its frantic pace leaves no time for anything, and Samych himself is ready to help solve this problem."

4. And they consider the ancestor of "Sam Samych"English character boy-from-Testa Pillsbury(from Pillsbury Doughboy advertising food products. And all these translation options are offered in dictionaries for translating the noun "kolobok" into English. Therefore, we will call this advertising character Gingerbread Man Pillsbury:

Original character from Pillsbury. Download character. Example 19.

5. Quite gloomy heroes caused a lot of surprise " Sberik" and " savings", presented by Sberbank as advertising characters. The symbols of the country's largest bank, previously present only in the corporate newspaper, are a revived logo emblem, which in turn is a wallet symbol. According to official information, Sberik and Sberochka are the corporate heroes of Sberbank ", which have become a symbol of the brand in promotions.
The use of diminutive suffixes in the names of advertising characters did not add consumer love to these characters. Sweeter and prettier because of this, the character himself will never become. The absolute discrepancy between the appearance of the characters of Sberbank with their shapeless heads, dressed in dark green gloomy clothes, put an end to the career of the unlucky creations of a financial organization with their nicknames.

6. "Clapperboard Lyubyatov" invented at the Leo Burnett Moscow agency under the leadership of Ilya Olenev, the author of Ovip Lokos. Flattened and processed grain with eyes, legs and handles is designed to embody the naturalness of Lyubyatovo flakes and emphasize the closest connection with nature. At the end of the video, the Flapper, who finally found her relatives, was happily eaten.

After a corn flakes manufacturer ran a TV commercial claiming that corn flakes were somehow made from wheat, the country was shocked. (Watch the video for yourself.) In fact, the company also has other flakes, including those made from wheat, but corn flakes are advertised in the video - a box with an inscription flickers in the frame.
"Komsomolskaya Pravda" wrote about the incident: "School biology teachers nervously grab the valocordin. City kids only see corn on TV. They believe the advertisements! How can you teach botany after that?!" The reaction of flake and roller producers is not yet known.

7. Advertising character of the concern "Unilever" - a creature Delmi, like a big yellow bean. Revived mayonnaise (or margarine) together with the hostess prepares a salad, after which it is seasoned with mayonnaise. Against the background of vegetables and salad - two packs of mayonnaise. Delmi rides on the penny saved. "Tangible Benefit". Delmi has long disappeared from the television screens, leaving behind a joke "What are we going to cook, Delmi? - Dad, mom is talking with margarine again."

8. Advertising character from CJSC "GUTA Insurance" - green plasticine man, invented by Immedia Holding. In general, the autumn campaign continues the idea of ​​the previous advertising flight, marked with the slogan "Everything will be GUT":

9. Poultry farm "Roskar" has brought to the market a new product - a chicken egg "Polziki" of an unusual sandy color with a high content of iodine. And the characters came up with the corresponding egg men - Users.
It is assumed that the bright design of the packaging with game elements will attract the attention, first of all, of the children's audience. And for parents, the argument in favor of buying a new egg will be the presence of a useful element - iodine.

10. Most Favorable associations with Gedelix advertising connected with green ivy leaf, which is perceived as proof of the naturalness and natural strength of the drug.

Animated character Twinkie the Kid by Twinkies snack cakes. Example 31.

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Of all the elements of the advertising message, it is the character that makes the virtual world of advertising look like reality, revives it. In an advertising appeal, in which goods without characters appear, the chances of attracting attention, of interest to the consumer are small, "a person or an animal always first of all attracts the attention of the addressee - the living is interested in the living." In an advertising message, the consumer is more interested in a person than a product: "People are interested in other people and their fates. People are interested in moving pictures: whether they are commercials or films where the fate of other people is decided ..."

An advertising character (corporate character, corporate character) is a graphic image representing a person, animal, fantastic creature or animated inanimate object that is associated with the company's product.

Due to the fact that the buyer identifies himself not with the trademark, but with the protagonist of the advertisement, the successful and timely introduction of a particular character into the message can make the product or service more attractive in the eyes of the consumer. R. Batra, J. Myers, D. Aaker identify three positive aspects associated with participation in a character's advertisement. Firstly, the characters expand the circle of consumers (viewers, listeners) of advertising. Secondly, characters can cause a positive change in attitude towards the company and its products. Thirdly, the personal qualities of the character can be associated with the image of the brand. character advertising image

The appeal on behalf of the character is presented in advertising quite intensively, "it is a person, as a communication partner, who can act as an authoritative witness, a bearer of individual consumption experience, a well-wisher, a competent expert, an authoritarian leader or a picky appraiser." But it should be noted that the advertising character in relation to the consumer acts not only as a communication partner, but also as an object of identification. "The right choice of the hero (character) of the advertising message is very important, because it allows, under a successful set of circumstances (a sufficient number of repetitions and the adequacy of the choice), to transfer the personal qualities of the hero to the brand itself, and through it to the advertised product. The consumer gets used to the hero of the advertising message more than the abstract image of the brand".

As is known, proposals about goods and services constitute the "primary discourse" of advertising, and constructs about society, relationships in it, i.e. existing social, gender or gender-role stereotypes - its "secondary discourse" In the primary discourse, we can talk, for example, about how cleanly this or that powder washes, how well new kitchen appliances work, and so on. And the secondary discourse informs about who does (should) wash with powder, who cooks (should cook) food, who makes (should make) computer decisions, and who needs to be sexually attractive in order to succeed in life. Therefore, this gives us the right to assert that the secondary discourse of advertising is formed precisely due to the presence of characters in it.

4. Brand character (brand face)

7. Subject of action

Narrower definitions are also noted: the hero of an advertising message, the hero of an advertising video, the hero of an advertising film, the hero of an advertising plot.

A corporate character (advertising character, corporate character) is a graphic image representing a person, animal, fantastic creature or animated inanimate object that is associated with the company's product. . The success or failure of the video, and indeed the entire advertising campaign, largely depends on the characters of the advertisement. Characters become a living symbol of the product, so they must be attractive, credible and, above all, be relevant.

Relevance in this case means nothing more, nothing less than the relevance of the character's image in today's day, its correlation with the psychophysical data of the audience for which it is designed. The advertiser must imagine the inner world of the person he is addressing: the viewer and his inner world, his attitude towards people, his motives for behavior, what he wants, the goal in life. Advertising creates a special image of the product, impression, myth about it. This myth is especially well perceived if it is concentrated in a clear and concise symbol, in our case - a character that allows you to feel its essence. He must have the ability to clearly convey to the audience the ideas laid down by the advertiser.

According to researchers, a person needs myths. It is hardly possible to subject all characters that have ever been invented to any gradation, because everything material can become a character. But the main and beloved character for all ages is, of course, the man himself. Unlike other heroes who draw some kind of advertising abstractions, a person is the only one who can create at least the illusion of the authenticity of what is happening, say: "guys, what you see is part of your life." A particularly popular genre of advertising that emphasizes this phrase is Testimony.

The best source of evidence is a satisfied customer. There is nothing complicated in creating a hero, as it may seem. But, experts have a habit of complicating things. They figured out how to choose such a character from the mass of any, with whom advertising would be most effective. Conventionally, this choice is called "living silhouette". It is created on the basis of statistical data on the potential audience of consumers, i.e. This is a character depicting the most likely consumer of a product or service. The advertiser supplies him with imaginary data: name, house, past, family.

As a rule, along with the "live silhouette" in the video, another character participates, a kind of promoter, who offers this most likely consumer to try some product. But the main task of the "living silhouette" is to give the real addressee of the advertising message. As if he himself is from the consumer camp, but is on the other side of the screen. And as a result of getting acquainted with the product, He tries to convey his conviction in its excellent qualities to his own kind, sitting in front of the TV. It is believed that the best advertising is created when it is possible to talk directly from the screen with a specific person. "Living silhouette" just provides such an opportunity. This principle of advertising is used by creators in the case of advertising propaganda for daily consumption goods: household chemicals, personal hygiene items, etc.

The Pampers baby diaper company created a whole series of commercials using a moving silhouette. The essence of the idea lies in the fact that, having offered young mothers in the first video to try to put their babies in these diapers and convincing them of excellent results, company representatives in the following videos return to the same families and see how much better babies feel after using Pampers ". The winning position for advertisers in this case is that in the second video, not the promoters, but the satisfied mothers themselves talk about the merits of the product, which significantly increases the audience's confidence in the video.

When an advertiser wants to present a user rather than a product, lifestyle advertising is used. The genre is called "Lifestyle". The wording is somewhat confusing: both genres represent the user. However, in a situation of attraction, advertisers proceeded from the understanding that a person’s whole life was lined up in this way only because he consumed this particular product, in the case of performing the “lifestyle” technique, personal qualities determined the choice of a trademark. Suppose ads for beer and soft drinks target active young people and show those who buy a certain drink, rather than talk about its beneficial properties. In this genre, of course, fashion plays an important role. Fashion for clothes, profession, manner of relaxing - everything that is called a lifestyle. If activity in everything is now popular, then none of the advertisers will dare to say: "our drink is drunk by lazy losers," since none of the consumers will dare to call themselves such.

For example, a certain kind of lifestyle, or rather, a style of life behavior, is an advertisement for Klinskoye beer. A young man is going to a party in front of a mirror, while thinking about how he will meet girls. Then, appearing at the party, his friends say: "We are for communication! We are for" Klinskoye! Particular attention is paid to the appearance of the characters, because the features of the dominant standard of physical beauty are certainly associated with a certain model of life behavior, a certain formula for success.

For example, advertising perfume Emotion from Laura Biagotti. The main character is a young beautiful woman who dances, runs through the forest, hugs a man. The video is accompanied by the text: "Laura Biagotti asks: why get involved when you can love? Why move when you can dance? Why walk when you can fly? The new fragrance Emotion by Laura Biagotti." The perfumes and lifestyles of people with above-average incomes are advertised. The lifestyle genre is characterized by some exclusivity, selectivity of the audience, in some ways even elitism at the same time as universality and ordinariness.

This confrontation is wonderfully demonstrated by the commercial for the Sprite drink. The voice-over reads:

What do beautiful, ... very beautiful people drink? (Young, beautiful, confident people move across the screen)

The same as everyone else. (An awkward person appears with a bottle of Sprite in his hands)

Image is nothing, thirst is everything. "Sprite"! Don't let yourself dry out!

The original chosenness on the principle of beauty is sharply refuted at the end by the statement "image is nothing." In principle, the video turns out to be even a refutation of the very essence of the genre, it is rather an anti-lifestyle, because the main idea of ​​the video sounds like “whatever you are, whatever you do, you want to drink and therefore choose Sprite.

For example, a commercial for the Schweppes drink. Warm summer evening. The viewer sees a couple running to the ship. Later we find out that they left the "boring party", finally stayed together, and all this thanks to "Schwepps". There are often no direct calls to use the advertised product, the audience is not promised to be assigned to any group, the suggestion of the idea conceived by the advertiser occurs in a different way.

Advertising of the medicine "Vitrum osteomag" solves such a problem as the care of children about their parents. In the room, a young woman wipes dishes with a towel. Her elderly mother comes in. The mug falls from the hands of the daughter, the mother picks up the pieces. The video sequence is accompanied by the following text: "Once your mother gave you life, give her the joy of a full life." Later, viewers are shown mother and daughter looking at a photo album together. "Take care of those who took care of you" reads at the end of the video.

Psychologists say that one of the vital factors for a person is communication. In the process of communication, impressions are formed, tastes and habits are developed. People communicate with advertising. In genre scenes, a person is presented with an example of a certain behavior that makes life easier or more enjoyable. The behavior of each person almost always acts as a stimulus for the behavior of other people - this is the basis of the work of the character in the genre scene. As already noted, everything material can become a character. But experts noted that a woman gives the greatest attractiveness to advertising. A man will pay attention to her by nature. A woman, on the other hand, cannot resist the temptation to compare her with herself, evaluate, adopt or condemn something.

A lot of videos are also created with the participation of animals: a chimpanzee drinks tea, a cat takes out canned food with its paw. Pets are often seen as part of the family, and adults treat them with the same tenderness as children. Advertising tries to reinforce this association so that the item of expenses for pets in the family budget increases as a percentage. All characters, including animals, must have expressiveness. There should be an understatement in their appearance and behavior that encourages the viewer to imagine.

For viewers, the video should be extremely understandable, attractive. A good technique in this case is the introduction of a permanent character. It can be a "revived" trademark, a cartoon character, a certain advertising symbol of the company. He is the protagonist of the video, he "lives" in it, making it interesting for the viewer. The statements coming from such a character are perceived by the audience more easily, more quickly taken on faith. For example, in advertising children's cosmetics "Morozko" cartoon Santa Claus is used. Fairy tale characters are featured in advertisements for Delmi margarine, Sam Samych dumplings, Alpen Gold chocolate, Beseda tea, Nesquik cocoa, Ryzhiy Ap dairy products, My Sunshine children's cosmetics, etc.

It may seem logical that commercials with cartoon characters should be aimed at children, but in practice this is not always the case. "Diligent crumbs" Sort "advertise, probably, the most boring thing that you can put on yourself - washing powder. Pink fluffy bunny-drummer - Energizer batteries. Psychologically, the creators' calculation is quite accurate. From the gray monotony of products of the so-called daily consumption, unfortunate adults will surely choose one that they will simply like, because in their minds a wonderful toy-character is associated with it, as part of a long-gone childhood.

However, over-enthusiasm of advertising producers with computer animation can lead to unpleasant consequences for the advertiser. An example of the same Energizer batteries. Thanks to the batteries, the wonderful hare-drummer could drum for a long, long time and in this variant he moved from one video to another. But, finally, the advertisers decided to bring the hero of the occasion onto the stage, to add a battery, created again, in a cartoon form, as the second hero. But it is difficult to create a special aesthetics based on a battery, and as a result, the hero turned out to be repulsive, especially since this battery throws a beloved bunny out of the frame. Carried away by animation, the authors have caused themselves hardly reparable harm - they destroyed a favorable image with their own hands, replacing it with a much more unsuccessful one.

1) Metaphor - a corporate character should reflect the features of a product or brand or be its symbolic embodiment.

2) "Conformity" or "similarity" with the functional or psychological benefits that the brand promises to the consumer (an advertising character must carry the idea of ​​​​a unique selling proposition - how a product or brand differs from others).

3) A corporate character should emotionally color the attitude towards a product or brand, make it a personality and character.

4) Individuality and uniqueness (with the exception of the task of "joining" the image of another brand, for example, hares Dyurasel and Energizer).

6) Psychological identification. In this case, the advertiser strives for the viewer to voluntarily or involuntarily imagine himself in the place of a popular character and "feel" how he enjoys the purchased product.

Based on the above material, it is possible to distinguish the types of advertising characters:

2. Fictional characters

7. Negative characters and anti-heroes in advertising

12. Characters - heroes and superheroes

13. Children characters - children's characters in advertising

15. Symbolic characters little men

16. People as branded characters

19. Animated animated logos

21. Political characters

22. Sports characters and mascots

All types of characters will be considered in more detail in the practical part of this course work.

In advertising, a method is often used when the carrier of the idea of ​​the video is not a specific character, saying or doing something, but the whole picture as a whole. At the same time, the well-chosen symbolism carries the informative essence of advertising. For example, in a commercial for a concrete products company, the image was of storm waves crashing against a lighthouse. The voice-over read: "I hope it's concrete." The character as such is absent here, and at the same time we can call the sea, and the lighthouse, and even the concrete pedestal on which the latter stands, a character. The possibility of using this method emphasizes that advertising has taken over some of the features inherent in artistic creativity. In it, too, all the available material is endowed with a certain mental content. The sea in this example is the element of violation, something negative, anger; concrete, on the contrary, symbolizes stamina (spirit, body), courage.

Summing up, we can conclude that for a long time in the circles of psychologists and historians it has been said that a person who once lived in harmony with the things around him and lost this connection is now trying to restore it. Thus, advertising got the opportunity to become more effective, using the subconscious reactions of a person who is trying to compensate for the lost symbolism with his correlation with the thing. This is manifested in the commercials by introducing the characters of the things / goods themselves. Things advertise themselves, exactly corresponding to the real world and human needs, embodying qualities that are important for a person. If the character is conceived and implemented correctly, it means that he has an increased margin of safety in advance, a kind of immunity, which often nullifies the opposition of competitors. To do this, they say, you need to attract only charming characters. They, as they say, forgive everything.

A character, brand hero is a fictional character that has its own unique personal data, such as appearance and character.

Characters can be classified into two categories:

• animation
• static

The difference between one class and another in the ways of construction. Since I am not an animator, we will consider only static advertising characters, their classification, and methods of creation.

The hero brand in the context of a creative niche and an income option for an artist seems to me to be a very interesting and profitable niche.

Bright, thoughtful brand hero helps:

• revive the site
• software
• packaging
• can become the face of the company

Let's take a closer look at each type.

brand hero as a key element of the site.

Brand hero as the "face" of the company.

Recommendations for the choice of visual means for creating a hero brand.

• raster graphics
• Vector graphics
• classical technique

The choice of visual means and techniques for creating characters directly depends on where your character will live.

If this is a character or a series of characters to illustrate a book, then for work you can use both raster graphics and vector graphics, and maybe classic techniques (watercolor, tempera). In this case, it doesn't matter.

When is the choice of visual media critical?

If you are limited by technology, for example, a character is created for a website or a commercial (cartoon), then this imposes its own restrictions on the choice of visual means and methods of creation.

In the second case, the classic illustration will definitely not suit us. The choice should be in favor of digital methods of creating graphics.

The second choice you will need to make is raster or vector. If the character is for an animated video, then it must be created in vectors, in all other cases it depends on the personal preferences of the artist.

Personally, I work in both raster and vector illustration techniques, but I prefer vector graphics.

Life hack from the author.

Often, when creating a brand of a hero, it is necessary to lay down and think over a partial or complete modification of postures, emotions, and clothes in the project.

When constructing different poses, there are key nodes that do not change - these are the limbs (arms, legs). I have developed for myself a certain template of typical positions of the hands and use them in all my works, but if the concept involves some kind of complex movement of the arm, leg, head, which are beyond the scope of my accumulated templates, I go to stocks, where I purposefully look for references from the angle I need. This simplifies development.