网页中动画体验设计的模式研究

发布时间：2018-07-06 14:38

本文选题：体验 + 品牌　；参考：《同济大学》2008年硕士论文

【摘要】： 体验是人的本性，人们总是会去尝试一些自己没有体验过的事情。人的感官和精神都需要新陈代谢，，不断地接受新的事物，才能不断地满足各自的需要。品牌作为一股强大的推动力，将自身逐渐地发展成为一种体验，每件来自品牌的产品都将带给消费者一种新的体验，而以产品为基础的营销过程，也成为了体验的一个重要部分。在《体验营销》一书中提出的SEM体系，将营销过程划分为感官、情感、思考、行动、关联五大体验模块，对品牌体验的实施战略，实施工具进行了系统的分析。体验媒介是实施体验的工具，而网站动画是体验媒介中的新成员，是伴随着网络的普及和RIA(富媒体应用程序)快速发展的产品。网络动画通过丰富的视觉、听觉感官，能够更直观、更明确的传递产品带来的体验，而且它最大的优势互动性可以让消费者在感官之外通过自己的行动感受更深刻的体验。体验和网页动画作为各自领域内的一颗新星，并没有太多相关理论，而平面广告和电视广告已经有稳定的理论基础。网页动画结合了平面与电视广告的优势，通过借鉴对比后两者的一些特点，分析成功品牌的网页动画案例，寻求出网页动画的体验形式以及这些形式与表现五大战略模块之间的关系。使设计师在设计前可以根据所要实施的体验模块选择适合的切入点和体验形式，找到准确的体验点进行创意。
[Abstract]:Experience is human nature, people always try something they have not experienced. People's senses and spirits need metabolism and new things to meet their needs. Brand as a powerful driving force, gradually develop itself into an experience, each product from the brand will bring a new experience to consumers, and product-based marketing process, Also became an important part of the experience. The SEM system proposed in the book "experience Marketing" divides the marketing process into five experience modules: sensory, emotional, thinking, action and relevance. The implementation strategy and implementation tools of brand experience are systematically analyzed. Experience media is a tool to implement experience, and website animation is a new member of experience media. It is a product with the popularity of the network and the rapid development of RIA (rich media application). Network animation through rich visual, auditory senses, can be more intuitive, more explicit delivery of product experience, and its greatest advantage interactivity can allow consumers to feel more profound experience through their own actions outside the senses. Experience and web animation as a new star in their respective fields, there are not many related theories, and print advertising and television advertising has a stable theoretical basis. Web animation combines the advantages of plane and television advertising, through the comparison of some characteristics of the two, the successful brand of web animation case, To find out the experience form of web animation and the relationship between these forms and five strategic modules. The designer can choose the appropriate entry point and experience form according to the experience module to be implemented before the design, and find out the exact experience point to carry on the creativity.
【学位授予单位】：同济大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：TP393.092

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