二维码广告设计“违和感”研究

RESEARCH ON"ACOSMIA FEELING"OF QR CODE ADVERTISING DESIGN

针对目前二维码广告存在的关于视觉营造方向的问题,通过消除二维码和广告之间所存在的“违和感”,优化二维码广告的视觉效果,从而吸引用户,提高二维码广告的扫码率,使二维码广告能够更多地被大众所接受。利用文献分析法、案例分析法以及消费者调查法,分析二维码广告的现状,总结出二维码广告目前在视觉上所存在的问题,了解到消费者的心理需求。针对问题提出相应的设计策略,并通过设计实践加以佐证。从格式塔心理学入手,提出设计策略,二维码通过与产品造型与广告主题两个方面的融合,可解决目前二维码广告存在的“违和感”问题。二维码广告合理精巧的视觉营造,有利于提升广告的吸引力,加大广告的扫码率,加强广告的识别性和推广度。

In view of the current two-dimensional code advertising about the visual construction direction of the problem,by eliminating the two-dimensional code and advertising between the existence of the"acosmia feeling",optimize the two-dimensional code advertising visual effect,so as to attract users,improve the scanning rate of two-dimensional code advertising,two-dimensional code advertising can be more accepted by the public.By means of literature analysis,case analysis and consumer investigation,this paper analyzes the status quo of twodimensional code advertising,summarizes the visual problems of two-dimensional code advertising,and understands the psychological needs of consumers.According to the problem,the corresponding design strategy is put forward and proved by the design practice.Starting from gestalt psychology,the design strategy is proposed.The two-dimensional code can solve the problem of"acosmia feeling"existing in two-dimensional code advertising through the integration of product modeling and advertising theme.The reasonable and exquisite visual construction of two-dimensional code advertisement is conducive to enhancing the attraction of advertisement,increasing the scanning rate of advertisement,and strengthening the recognition and promotion degree of advertisement.