Design strategy of interactive creativity in advertising design

Design strategy of interactive creativity in advertising design

In life, advertising is a powerful link that connects consumers all over the world. In the design process of advertising works, it is very important for designers to display product information and how to spread it out. The following is the design strategy of interactive creativity in the advertisements I searched and sorted out. Please refer to and read. I hope it helps you! For more information, please continue to pay attention to our fresh graduates training network!

Traditional print advertisements take the form of pictures and text descriptions. But this kind of advertisement was quickly conveyed and forgotten, because it was only a simple process of persuasion and information transmission, and it could not be based on the hearts of consumers. In this respect, the ideas, behaviors and methods of advertising design are also advancing with the times. In order to obtain unexpected publicity effect, various interactive advertisements are adopted. Advertising is no longer a single promotion activity, but a regional and spatio-temporal communication activity with various propaganda methods. Creativity is unconventional, and it is also a communication process with consumer participation and interactive experience, that is, interactive creativity is integrated into advertising design.

Interaction, that is? * * * Participate in and promote each other? The basic characteristics are interaction, mutual influence and mutual induction, which can be divided into psychological interaction and behavioral interaction. Integrating interactive creativity into advertising design, namely interactive advertising, is a broad concept, John? d？ Raikombi (Johander. Leckenby) and Hairong Li (Hairong Li) provided a comprehensive definition of interactive advertising in 2000, namely? Interactive advertising refers to the paid or unpaid introduction and promotion of products, services and ideas by some promoters through the media, including the interaction between the audience and producers. ? Interactive creativity in advertising design, whether as a design concept or as a design method, has brought innovative inspiration to print advertising design.

First, the characteristics of advertising interactive creativity

(A) people-oriented, concerned about the inner feelings of the advertising audience. In print advertising design, the core of interactive creativity is the creativity of interactive ideas and behaviors, which is based on the understanding of people's psychology and behaviors. Designers should fully understand the psychology and behavior of the audience, and implement effective interactive design around consumers' needs, living habits, lifestyles, attitudes and concepts, so that advertisements are no longer limited to? Tell it widely? But let it touch the hearts of the audience, and then let people feel and appreciate the meaning of advertising in the voice of * * *.

(2) Carefully plan the communication process and change from static communication to two-way participation and interaction. Interactive advertising can make the audience continue to pay attention to information and stimulate the participation, experience and interaction of the advertising audience. In the process of information contact, the audience does not passively and completely accept information, but is influenced by their own interests. They are more willing to choose the information content that suits their position and interests, and then accept it. Designers need to find the correct design direction from investigation and analysis, rely on new media or other means as the basis for implementation and dissemination, mobilize people's inner feelings and make them accept and participate in advertisements or the new use of old media. Or use the clever combination of content and environment to make the work itself show strong dynamics and tension, arouse the audience's ability to accept and understand information actively, promote the effectiveness of advertising and improve the audience's memory durability.

(3) The design effect is more intuitive, spreading from flat surface to multi-forms. Traditional print advertisements are always confined to the two-dimensional world of print media, and various interactive concepts urge advertising designers to break the design mindset of pure print. Does print advertising also rely on various forms, or various forms? The props are attractive, and the design effect is more stereoscopic, spatial and scene-oriented. These ideas and props improve the enthusiasm of consumers, and the audience will feel intimate with the main idea of the advertisement because of their participation, making the information more interesting, vivid and complete, touching the various sensory experiences of the interactors, and then deepening the audience's goodwill towards the advertisement.

Second, the design strategy of advertising interactive creativity

(A) Sensory interaction creativity

Traditional advertisements use pictures and words to introduce the basic information of products to the audience, just to arouse the audience's visual feelings. Interactive creative advertising should make the audience feel the existence of advertising information, and at the same time make the information transmission more real by touching human senses such as vision, hearing, taste, smell and touch. Sensory interaction pays attention to the stimulation of various senses. In view of the adaptability of almost all human sensory organs, a single continuous visual stimulus is easy to produce a conditional imperceptible phenomenon, that is, turning a blind eye, which is easy to form in traditional advertisements. Therefore, in advertising design, we should also pay attention to capture the audience's other sensory attention. Unexpected and unusual stimuli will produce different degrees of freshness, and can also maintain the audience's conscious attention to advertising brands and make the audience change? Be told? Active attention. For example, the well-known Odenplan subway station in Stockholm, Sweden, has designed a staircase to walk out of sweet music with the theme of environmental protection. The stairs are composed of huge piano keys, and sensors are installed in the stairs. Every time you step on a step, it will emit a tone corresponding to the keys, so when you go up and down the steps, you will hear different music created by everyone. The original intention of this design is to publicize the concept of environmental protection and attract people who take the subway to take the stairs. Once the advertisement was launched, the effect was obvious, and the number of people who were willing to take the stairs was 66% more than those who took the elevator. This design made people want to stop. It uses modern media materials and technology, combined with special interactive creative design concept, to stimulate people's auditory feelings, so that the audience can actively participate in stair walking activities, and achieve the effect of promoting environmental protection and establishing the concept of active and healthy life.

(B) Experience interactive creativity

b？ Joseph? Pine and James? h？ Gilmer in Experience Economy? Experience? Defined as:? Activities that involve everyone in a personalized way? Experience interactive creative advertising is to encourage consumers to experience and participate in design projects, mobilize the enthusiasm of the audience with creativity, let the audience communicate directly with advertising products, and mobilize the enthusiasm of the audience. Heartbeat? Arrive? Action? . In the process of experience, the starting point of interaction comes from the emotional communication between people and creative systems such as products and scenes, as well as the exchange of ideas hidden in the meaning of advertising, thus enhancing the audience's perception of advertising products. The transposed version of the WWF public service advertisement "Standing between Life and Death" put by Ogilvy & Mather in Beijing subway station is very creative. In the advertising picture, the mouth of the animal that ambushes human beings is equipped with a sensor. As long as someone walks by, the sensor will emit gunshots from the speaker. People passing by can experience the quilt of conscience for themselves? Fight? This kind of feeling, which kind of performance is good? How would you feel if you were ambushed? This theme. This kind of design skillfully uses people to experience the feelings of animals without knowing it, and it also reflects the designer's idea of wanting people to put themselves in their shoes. Judging from this design, shocking pictures and gunshots can resonate with people far more than simple animal pictures. If you simply use pictures to advertise for people to protect animals, the effect you get may be only instant sympathy and will soon be forgotten. Thus, with the help of customer experience interaction in advertising, people's participation can be better mobilized, and people can think deeply and understand the meaning of advertising. Of course, in this design process, only by creating an unforgettable or unique experience for the target audience can real value be generated.

(C) Interactive creativity of the scene

In advertising design, immersive scenes are often used to enhance the excitement and feelings of the advertising audience and promote the communication between the audience and the promotional products. Is it shaped by various tools, environments or manufacturing scenes? Love? And then what? Scene? Find out the characteristics that can be consistent with the advertising theme or product information and intention, so that the people who receive the information can fully integrate into the situation and interact with the advertisement. An advertisement of a brand deodorant was posted on the induction automatic glass door of a shopping mall. When people are not close to the automatic door, the door closes, and the advertising words posted on the door will greet you with a smile. But as soon as people get close, the door opens. Will these advertising words posted on the door be ok? Disappear? . Imagine that when people shop, they will find that people in the mall are avoiding you, and they will become very depressed, so they will buy deodorant recommended by advertisers, and this is the purpose of this advertisement. This is to use the closing and opening of automatic doors and the gathering and dispersion of the masses to arouse the inner interaction of the audience. We should know that situational interactive advertising should not blindly pursue the use of a scene or a prop, but really capture the hearts of the audience. Therefore, it is necessary to properly choose the creative methods of advertisements and borrow appropriate scenes to make advertisements both unexpected and unexpected.

In a word, the interactive creativity integrated in advertising design is a two-way design concept and creative communication mode that conforms to human natural communication behavior. Designers should use interactive creativity in print advertisements to stimulate the audience's real feelings about advertisements, so as to establish a trust relationship between advertisers and advertisers, and let the audience actively accept product information instead of passively accepting various direct sales advertisements. When designers use various media forms to apply interesting interactions to advertisements, information will naturally enter the audience's field of vision and reduce the psychological resistance of the audience, thus closely linking products, media and audiences. Therefore, in advertising design, we should adopt the idea of interactive creativity and apply some new media, new technologies and new materials to promote the effective two-way communication of advertising information, make the audience more willing to take the initiative to contact the advertising content, make the advertising information stay in the hearts of customers for a longer time and make the advertising communication more influential.

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