基于情感设计三层次的户外建筑投影广告研究

RESEARCHR ON OUTDOOR ARCHITECTURAL PROJECTION ADVERTISING BASED ON THREELEVEL EMOTIONAL DESIGN

将唐纳德•诺曼的情感化设计中的本能层、行为层、反思层作为理论依据,应用到户外建筑投影广告研究中,为探索出更符合现代人审美需求的户外建筑投影广告。利用文献分析法、案例分析法、消费者调研分析法,把握了户外建筑投影广告的发展现状,总结了户外建筑投影广告设计本身、广告与建筑结构中所存在缺乏吸引力与记忆点的问题,并从情感化设计的角度总结其解决方法。得出增加户外建筑投影广告吸引力与记忆点的设计方法并加以例证。从用户的角度出发,通过情感化设计的三层次得出设计方法,为其发展提供了一个新的方向,从而提升其在广告界中的竞争力。

The instinct,behavior,and reflection in Donald Norman's emotional design are used as theoretical basis and applied to outdoor architectural projection advertising research,in order to explore outdoor architectural projection advertising that is more in line with the aesthetic needs of modern people.Using literature analysis,case analysis,and consumer research and analysis,we have grasped the development status of outdoor architectural projection advertising,and summarized the lack of attractiveness and memory in the design of outdoor architectural projection advertising itself,advertising and architectural structure.And summarize its solution from the perspective of emotional design.Draw out and exemplify design methods to increase the attractiveness and memory of outdoor architectural projection advertising.From the user's point of view,the design method is obtained through the three levels of emotional design,which provides a new direction for its development,thereby enhancing its competitiveness in the advertising industry.