富媒体广告中交互动画的设计研究

A Study of Interactive Animation Design in Rich Media Ads

富媒体广告交互动画是以国际互联网为载体，采用相关的电子多媒体技术，以计算机科学、美学、心理学、人机工程学等理论为指导，进行设计制作的具有交互功能和良好的商品信息传播功能的一种网络动画。交互动画可采用体验式的设计理念，运用适合传播、可用、易学、可控、直观、美观等设计原则，创造出具备交互性、集成性、娱乐性等特点，能调动受众参与热情、引起关注的富媒体广告。

Rich media interactive animation is taking the Interact as the carrier, using multimedia technology related, in theoretical computer science, aesthetics, psychology, human engineering as a guide, a network animation designing interactive function and good commodity information dissemination function. Interactive animation can use experience design style, using for dissemination, available, easy to learn, controllable, intuitive, aesthetic design principles, create with characteristics of interaction, integration, entertainment, can arouse the audience participation enthusiasm, amused the concern of rich media ads.