基于品牌形象塑造的交互广告设计策略分析  

Analysis of Interactive Advertising Design Strategy Based on Brand Image

作　　者：李淳[1] 陶晋[1] 李亚萍[1] 

机构地区：[1]北京科技大学,北京100083

出　　处：《包装工程》2016年第6期21-24,66,共5页Packaging Engineering

基　　金：北京市青年英才计划资助(YETP0372);北京科技大学第五批研究型教学示范课程建设项目(KC2015YJX06)

摘　　要：目的从品牌形象塑造的角度分析交互广告设计的策略,力图为企业和设计师利用交互广告这一形式塑造品牌形象与提升品牌知名度提供有益的借鉴。方法以交互广告的基本特性为依据,从用户体验、交互方式、品牌形象等理论出发,结合设计案例进行分析,探讨有效的交互广告设计策略。结论交互广告因其独特的优势,可从实现交互方式自然高效、互动趣味性、用户体验性、信息传达准确及时、品牌传播差异化5个方面,使品牌信息更有效地传播,使消费者在获得更好的品牌体验的同时,促进品牌形象的提升。It analyzes the interactive advertising design strategy based on brand image,tries to provide a useful reference for shaping brand image and enhancing brand awareness by the way of interactive advertising.Based on unique advantages of interactive advertising,from the perspective of user experience,interactive method,brand image and other theories,combined with the analysis of the design cases,it discusses the interactive advertising design strategies.Because of its unique advantages,interactive advertising can disseminate brand information more effectively from five aspects：natural and efficient interaction,interactive fun,user experience,accurate and instant message communication,brand communication differentiation and so on,allowing consumers to experience better and promoting the brand image.

关 键 词：品牌形象 交互广告 设计策略 

分 类 号：J524.3[艺术—艺术设计]