户外广告的设计心理学研究
发布时间：2018-09-11 14:41
【摘要】： 20世纪90年代以来,户外广告逐渐成为新兴的大众媒体。一方面,随着经济的发展和人际交往的频繁,人们的户外活动越来越多,这为户外广告的发展提供了基础。另一方面,随着城市的发展和城市人口的增加,户外活动带来的交通堵塞,导致人们花在交通上的时间大大增加。 正如Asia poster(亚洲户外)公司的CEO史默伍德所说,“户外广告才是真正的大众媒体。不是所有人都看电视、读报纸或者上网,但是任何人只要离开家,就会看到户外广告。”在户外广告蓬勃发展的同时,户外广告的设计缺乏相关的理论指导,从而暴露出大量的问题。要么缺乏创意,仅是平面作品的移植和嫁接;要么过于简单,只是变大广告语字体、突出品牌标识,并没有进行有针对性的考虑。问题的根源在于户外广告有自身的媒介特性,有自己的传播特点,其设计不能完全照搬平面广告设计的相关理论,应该依据自身的特点探索一套适合自己的设计理论。 本文的研究从户外广告的终端用户——广告受众入手,针对户外广告要取得的效果,以受众的认知心理特点为依据,引入了设计心理学的研究内容,以期研究结论能指导户外广告的设计。 本文在对户外广告的研究中引入设计心理学,从设计心理学的角度,分析了户外广告受众的认知心理过程。在具体的分析中,以受众的认知心理特点为依据,将户外广告的设计看作一个完整的认知过程,使户外广告的设计与受众的认知过程互动起来,在二者的互动研究中创造性地提出适用于户外广告的设计原则。同时针对消费者更注重广告的情感附加值的特点,将设计上升到情感体验的层次,提出了户外广告的情感体验设计的概念和户外广告情感体验设计的心理策略。最后,在户外广告的设计心理研究的基础上,从设计角度提出了户外广告的设计程序,并对户外广告发展趋势进行了展望。 本文的研究意义在于:通过对户外广告认知心理体系的分析与研究,提出了户外广告的设计原则和心理策略,为户外广告的设计提供了理论指导,同时改善了目前户外广告设计无章可循的局面。
[Abstract]:Since the 1990s, outdoor advertising has gradually become a new mass media. On the one hand, with the economic development and frequent interpersonal communication, more and more people's outdoor activities, which provides a basis for the development of outdoor advertising. The time spent on transportation has increased greatly.
As Asia poster CEO Smolwood said, "Outdoor advertising is the real mass media. Not everyone watches TV, reads newspapers or surfs the Internet, but anyone who leaves home sees it." While outdoor advertising is booming, the design of outdoor advertising lacks relevant theoretical guidance. The root of the problem lies in the fact that outdoor advertisements have their own media characteristics and communication characteristics, and their designs can not be fully taken into account. Copying the relevant theory of graphic advertising design, we should explore a set of design theory suitable for ourselves according to its own characteristics.
This paper starts with the end-user of outdoor Advertisement-The advertising audience, aiming at the effect of outdoor advertisement, and based on the cognitive psychological characteristics of the audience, introduces the research content of design psychology, hoping that the research conclusion can guide the design of outdoor advertisement.
In this paper, design psychology is introduced into the study of outdoor advertising, and the cognitive psychological process of outdoor advertising audience is analyzed from the perspective of design psychology. The process interacts with each other and creatively puts forward the design principles suitable for outdoor advertisement in the study of the interaction between them. At the same time, aiming at the characteristics that consumers pay more attention to the emotional added value of advertisement, the design rises to the level of emotional experience, and puts forward the concept of emotional experience design of outdoor advertisement and the psychology of emotional experience design of outdoor advertisement. Finally, on the basis of the research on the design psychology of outdoor advertising, the design procedure of outdoor advertising is put forward from the design point of view, and the development trend of outdoor advertising is prospected.
The significance of this study lies in: through the analysis and study of the cognitive psychological system of outdoor advertising, the design principles and psychological strategies of outdoor advertising are put forward, which provides theoretical guidance for the design of outdoor advertising, and improves the current situation that outdoor advertising design has no rules to follow.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
本文编号：2236986
[Abstract]:Since the 1990s, outdoor advertising has gradually become a new mass media. On the one hand, with the economic development and frequent interpersonal communication, more and more people's outdoor activities, which provides a basis for the development of outdoor advertising. The time spent on transportation has increased greatly.
As Asia poster CEO Smolwood said, "Outdoor advertising is the real mass media. Not everyone watches TV, reads newspapers or surfs the Internet, but anyone who leaves home sees it." While outdoor advertising is booming, the design of outdoor advertising lacks relevant theoretical guidance. The root of the problem lies in the fact that outdoor advertisements have their own media characteristics and communication characteristics, and their designs can not be fully taken into account. Copying the relevant theory of graphic advertising design, we should explore a set of design theory suitable for ourselves according to its own characteristics.
This paper starts with the end-user of outdoor Advertisement-The advertising audience, aiming at the effect of outdoor advertisement, and based on the cognitive psychological characteristics of the audience, introduces the research content of design psychology, hoping that the research conclusion can guide the design of outdoor advertisement.
In this paper, design psychology is introduced into the study of outdoor advertising, and the cognitive psychological process of outdoor advertising audience is analyzed from the perspective of design psychology. The process interacts with each other and creatively puts forward the design principles suitable for outdoor advertisement in the study of the interaction between them. At the same time, aiming at the characteristics that consumers pay more attention to the emotional added value of advertisement, the design rises to the level of emotional experience, and puts forward the concept of emotional experience design of outdoor advertisement and the psychology of emotional experience design of outdoor advertisement. Finally, on the basis of the research on the design psychology of outdoor advertising, the design procedure of outdoor advertising is put forward from the design point of view, and the development trend of outdoor advertising is prospected.
The significance of this study lies in: through the analysis and study of the cognitive psychological system of outdoor advertising, the design principles and psychological strategies of outdoor advertising are put forward, which provides theoretical guidance for the design of outdoor advertising, and improves the current situation that outdoor advertising design has no rules to follow.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前1条
1 李斯;广州城市形象视觉传达设计研究[D];东北林业大学;2011年
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