二维码广告“量体裁衣”设计研究

RESEARCH ON THE DESIGN OF QR CODE ADVERTISING"TAILOR-MADE"

针对动静态二维码广告设计单调与繁杂所造成的二维码与广告主题关联不佳、画面混乱的问题,进行适度设计,增强二维码广告与品牌主题的关联性,从而提升广告视觉效果,激发用户扫码兴趣。借助案例分析法,分析二维码广告在设计中存在不适度的问题,针对问题提出具体的解决方法,并进行设计实践验证方法的可行性和合理性。分别从二维码广告动静态两种广告形式展开探讨,静态形式从“色彩、图形、版式”三要素着手,动态形式在三要素基础上增加“动态元素”的考虑,总结出切实可行的应对策略。该方法可设计出具有视觉美感、契合品牌理念的动静态二维码广告,为新媒介融合背景下的广告发展提供更多研究的可能性。

In view of the monotonous and complicated design of dynamic and static QR code advertisements,the poor association between the QR code and the theme of the advertisement and the confusion of the picture are carried out.Appropriate design is carried out to enhance the correlation between the QR code advertisement and the brand theme,thereby enhancing the visual effect of the advertisement.To stimulate users'interest in scanning codes.With the aid of case analysis,the problem of discomfort in the design of QR code advertising was analyzed,specific solutions were proposed for the problem,and the feasibility and rationality of the method were verified by design practice.With the help of case analysis,analyze the problem of discomfort in the design of the QR code advertisement,propose specific solutions to the problem,and conduct design practice to verify the feasibility and rationality of the method.Discussed from the dynamic and static two advertising forms of QR code ads.The static form starts from the three elements of"color,graphics,and format",and the dynamic form adds the consideration of"dynamic elements"on the basis of the three elements,and summarizes practical solutions.Strategy.This method can design dynamic and static two-dimensional code advertisements that have visual aesthetics and fit the brand concept,and provide more research possibilities for the development of advertising under the background of new media integration.