基于HTML5技术的移动端广告设计研究

发布时间：2018-05-13 06:15

本文选题：HTML5技术 + 移动端　；参考：《江南大学》2017年硕士论文

【摘要】：随着宽带无线接入技术和移动终端技术的飞速发展,移动端优化了用户体验,改变了用户上网的使用习惯,同时以HTML5技术为核心的广告设计也应运而生,丰富了互联网广告的形式。H5广告是一种基于HTML5技术的实现的移动端网页广告形式,是国内广告界对于对于HTML5广告的简称,方便设计者与用户记忆和认知。HTML5广告打破了各种设计界限,串联起各种艺术表现形式的广告,它是融合了视觉、听觉和触觉这三种感官的广告形式,结合其丰富的交互方式,给用户带来更好的感官体验。以技术为基础的HTML5广告是目前较为普遍且发展迅速的互联网广告之一,但这并不能代表传统的广告就应该摒弃,广告的本质并没有变,还是通过运用创意的手法、精美的画面效果以及情感化的设计方式去打动用户,建立用户与产品利益、感情上的联系。HTML5广告设计不单单只是视觉层面,还包括从听觉、触觉等方面给予用户全方位的体验来吸引用户的注意力,也就是多感官设计,多感官设计的融合打破了设计的界限,使用户能够从多各方面对产品产生一定的认知,带给用户沉浸式的体验,从而引导消费。HTML5广告遵循设计简洁性的原则,合理运用元素进行创意,同时合理色彩的搭配也会为广告增色,使创意得到完美的表达,使用信息传播更具影响力;听觉上,通过声效和音乐的气氛渲染,增强广告的吸引力,为突出广告主题起到了辅助作用,同时也丰富了用户的感官体验;触觉上,关注用户与产品之间的交互方式,结合有趣的互动体验带给用户控制感和在场感。综合多种感官设计加强用户体验,在潜移默化中达到品牌宣传的目的。基于此,本文聚焦于基于HTML5技术的移动端广告设计,分析HTML5在近几年的技术发展以及其具有的优势,不断更新的技术为设计带来了更多可能性,但同时也需要思考技术的实现是否真的是HTML5广告传播量的决定性因素。通过对比分析、典型性案例研究与用户调研等研究方法分析得出HTML5广告所具有的独特特点,其中包括热点追踪、多感官设计融合、交互性、参与性、社交性、技术性等特性,结合HTML5广告特点与广告设计的具体要素提出针对HTML5广告的设计方法。根据用户体验设计要素模型,结合HTML5广告设计要素及设计流程推导出设计模型,以用户(User)为中心的原则,技术(Technology)作为广告要素构成的一部分也是HTML5广告设计的基础,在设计中注重设计的创意(Originality)、交互(Interaction)、视觉(Graph)等多方面,提出UT-OIG设计模型。最后通过对豆瓣《我们的精神角落》HTML5广告的项目背景、用户需求、设计进行全面的案例分析,实证研究提出的设计方法与原则,尝试为HTML5广告设计提供依据。
[Abstract]:With the rapid development of broadband wireless access technology and mobile terminal technology, the mobile end optimizes the user experience and changes the usage habits of users. At the same time, the advertising design with HTML5 technology as the core also emerges as the times require. It enriches the form of Internet advertising. H5 advertising is a mobile web page advertising form based on HTML5 technology. It is the abbreviation for HTML5 advertising in domestic advertising circles. Convenient designer and user memory and cognition. HTML5 advertising breaks all kinds of design boundaries and links up advertisements of various artistic expressions. It is an advertising form that combines visual, auditory and tactile senses, and combines its rich interaction. Give users a better sensory experience. The technology-based HTML5 advertising is one of the most popular and rapidly developing Internet ads, but this does not mean that the traditional ads should be abandoned. The nature of the ads has not changed, but through the use of creative methods, Beautiful screen effects and emotional design to impress users, build user and product interests, emotional connections. HTML5 advertising design not only visual level, but also from the hearing, Tactile and other aspects give users all-round experience to attract the attention of users, that is, multi-sensory design, the fusion of multi-sensory design broke the boundaries of design, so that users can from many aspects of the product to produce a certain degree of cognition. Bring users immersive experience, thus guide the consumer. HTML5 ads follow the principle of design simplicity, reasonable use of elements for creativity, and reasonable collocation of color will also add color to the ad, so that the idea is perfectly expressed, The use of information communication is more influential; hearing, through sound effects and musical atmosphere rendering, enhance the appeal of advertising, to highlight the advertising theme, but also enrich the user's sensory experience; tactile, Focus on the interaction between the user and the product, combined with an interesting interactive experience to give the user a sense of control and presence. Comprehensive multi-sensory design to strengthen the user experience, in the subtle to achieve the purpose of brand publicity. Based on this, this paper focuses on the mobile advertising design based on HTML5 technology, and analyzes the technical development and advantages of HTML5 in recent years. The updated technology brings more possibilities for the design. But at the same time, we also need to consider whether the realization of technology is the decisive factor of HTML5 advertising dissemination. Through comparative analysis, typical case study and user investigation, the unique characteristics of HTML5 advertising are analyzed, including hot spot tracking, multi-sensory design fusion, interactivity, participation, social, technical, and so on. Combined with the characteristics of HTML5 advertising and the specific elements of advertising design, this paper puts forward a design method for HTML5 advertising. According to the user experience design element model, combined with HTML5 advertising design elements and design process, the design model is deduced. The principle of user center is that technology is also the basis of HTML5 advertising design. The design model of UT-OIG is put forward in this paper, such as originality, interaction, visual graph and so on. Finally, through the comprehensive case analysis of the project background, user demand and design of Douban "our spiritual Corner" HTML5 advertisement, and the design method and principle put forward by the empirical study, this paper tries to provide the basis for the design of HTML5 advertisement.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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