九宫格信息流广告的图形碎片化研究

RESEARCH ON THE GRAPHIC FRAGMENTATION OF INFORMATION FLOW ADVERTISING

将九宫格信息流广告的图形设计与广告叙事性相结合,从视觉和情感两方面着手,改善九宫格信息流广告的图形碎片化问题,打造叙事性与情感化相结合的广告,提高广告点击率。通过消费者调研,掌握目标人群需求;结合广告案例分析并总结出九宫格信息流广告的图形设计问题,针对问题提出解决方法,并通过设计实践验证方法的可行性。总结出具体的设计方法,得到整体性和叙事性强的九宫格信息流广告。提出叙事性设计方法,提升广告的传播效果。强化九宫格构图的优势,增强视觉吸引和情感交流,从而提高用户接受程度并增加广告点击率。

Through the combination of the graphic design of information flow advertising and narrative advertising,starting from two aspects:vision and emotion.It aims to improve the graphic fragmentation of information flow advertising and create narrative and emotional advertisements,thus increasing the advertisement clickthrough rate.Conducting consumer researches grasps the needs of the target groups;with the cases study of advertisement,it summarizes the problems with the graphic design of information flow advertising,proposes the solutions to the problems,and the feasibility of the method is verified by design practice.Summarize the specific design method,get the integrity and narrative strong information flow advertising.The narrative design method is put forward to improve the effects of advertisement disseminatio.Strengthening the advantages of nine-square composition and also the visual attraction and emotional communication consequently improves users acceptance and increase the advertisement click-through rate.