广告设计的思维过程及其影响因素

发布时间：2018-11-17 16:58

【摘要】：让１０个具有不同知识背景和工作经验的被试独立完成一个假设的广告设计任务，要求在设计过程中大声报告他们所想到的内容。根据被试的口语报告，分析广告设计思维的基本过程，并探讨设计者的工作经验和知识背景对设计思维过程的影响。实验结果表明：（１）广告设计活动可以看成是一种问题解决行为，设计要求规定了问题的初始状态和目标状态，设计就是经过一系列认知操作产生出符合设计要求的设计结果；（２）实际工作中的广告设计过程包括问题理解、整体策划以及方案构思等阶段，这种阶段性同样存在于个体的设计思维过程中；（３）由于工作经验和知识背景不同，不同被试的广告设计思维过程具有明显的差异，这些差异体现在使用规则、理解问题以及整体策划等方面。
[Abstract]:Let 10 subjects with different knowledge and working experience independently complete a hypothetical ad design task and ask them to report what they think out loud during the design process. Based on the oral report of the subjects, this paper analyzes the basic process of advertising design thinking, and probes into the influence of the designer's working experience and knowledge background on the design thinking process. The experimental results show that: (1) Advertising design activities can be regarded as a problem solving behavior, and the design requirements specify the initial state and the target state of the problem. Design is a series of cognitive operations to produce design results that meet the design requirements; (2) the process of advertising design in practice includes the stages of problem understanding, overall planning and scheme design, which also exist in the process of individual design thinking; (3) because of the different working experience and knowledge background, there are obvious differences in the thinking process of advertising design among different subjects, which are reflected in the use of rules, understanding of the problem and overall planning.
【作者单位】：中国科学院心理研究所
【基金】：国家自然科学基金
【分类号】：B845.6

【共引文献】