屏幕阅读体验下的交互广告设计研究

Research on Interactive Advertising Design Based on Screen Reading Experience

在数字阅读时代,信息载体和阅读行为发生质的转变,从屏幕阅读体验的视角提出交互广告设计策略,对提升企业品牌形象和宣传产品信息具有重要意义。该文基于屏幕阅读的特征和交互广告设计的困境,对用户屏幕阅读行为、感官、空间三个方面提出设计方法,加强行为的主动性参与性,触发多感官的注意力机制,实现多元化场景化的交互体验。

In the era of digital reading,information carriers and reading behavior have undergone qualitative changes.Proposing interactive advertising design strategies from the perspective of screen reading experience is of great significance to enhancing corporate brand image and promoting product information.Based on the characteristics of screen reading and the dilemma of interactive advertising design,this paper proposes design methods for users’screen reading behavior,senses,and space,strengthens the active participation of behaviors,triggers multi-sensory attention mechanisms,and realizes diversified scenarios.Interactive experience.