基于新媒体技术的户外互动广告视觉效果优化方法研究

Research on outdoor interactive advertising visual effect optimization method based on new media technology

户外互动广告是组成现代信息产业的重要部分,为了提高户外互动广告的视觉效果,提出基于新媒体技术的广告视觉效果优化方法。在遵循优化的独创性、震撼性、审美性以及互动性的原则基础上,分析户外互动广告的视觉特征和传播特性。根据特征分析结果,重构户外互动广告画面布局,并调动文字、色彩、图形等视觉表现元素,分别从创新视觉空间维度和被动向主动转变两个方面,转变户外广告视觉效果的表现形式。同时利用新媒体技术融入环境元素,塑造不同的广告环境,从而实现对户外互动广告视觉效果的优化设计。通过视觉效果评价实验发现,应用设计的视觉效果优化方法后,广告的综合记忆率提高了11.3%,有效达到率提升了9.2%。

Outdoor interactive advertisement is an important part of the modern information industry.In order to improve the visual effect of outdoor interactive advertisement,the advertising visual effect optimization method based on new media technology is proposed.On the basis of the principles which abide by optimization of originality,shock,aesthetics and interaction,the visual features and communication characteristics of outdoor interactive advertisement are analyzed in this paper.According to the results of feature analysis,the layout of outdoor interactive advertising screen is reconstructed,and the visual elements such as text,color and figure are mobilized.The expression form of visual effect of outdoor advertisement is transformed in the two aspects of innovative visual space dimension and transformation from passive to active.The new media technology is integrated with environmental elements to create different advertising environments,so as to realize the optimal design of visual effect of outdoor interactive advertisement.The results of the visual effect evaluation experiment show that the comprehensive memory rate of the visual effect optimization method is increased by 11.3%and its effective rate is increased by 9.2%.