搜索引擎广告“ 表里如一”的设计研究  

RESEARCH ON THE DESIGN OF SEARCH ENGINE ADVERTISEMENT

作　　者：杨雅雯 万萱 YANG YAWEN;WAN XUAN

机构地区：[1]西南交通大学建筑与设计学院

出　　处：《设计》2021年第5期34-37,共4页Design

摘　　要：从"表里如一"的角度出发研究能使搜索引擎广告保持视觉统一性的设计方法,从而提升用户对搜索引擎广告的信任度,促进互联网广告市场的良好发展。通过对其市场现状、文献以及消费者分析总结出现有广告视觉层次的问题,为此提出具体的解决方法,并通过设计实例验证其方法的可行性。通过搜索引擎广告案例将色彩、品牌、图形与品牌风格的统一提升其视觉效果,更好地改变了网络广告的视觉呈现。通过分析调研现搜索引擎广告"表里不一"的问题,提出视觉表现提高的方法,在设计上增加搜索引擎广告的统一性,使其达到"表里如一"视觉效果,优化了用户的视觉体验,推动其网络广告行业的良好发展。From the perspective of"being the same in the table",research the design methods that can maintain the visual unity of search engine advertisements,so as to increase the trust of users in search engine advertisements and promote the good development of the Internet advertising market.Through the analysis of its market status,literature and consumers,there are problems with the visual level of advertising.To this end,specific solutions are proposed,and the feasibility of their methods is verified through design examples.Through the search engine advertising case,the unity of color,brand,graphics and brand style will enhance its visual effect and better change the visual presentation of online advertising.By analyzing and investigating the problem of"inconsistent appearances"in current search engine advertisements,a method for improving visual performance is proposed,and the unity of search engine advertisements is increased in design to achieve the"uniform appearance in appearances"and optimize the user’s visual experience.Promote the good development of its online advertising industry.

关 键 词：搜索引擎广告 “表里如一” 风格统一 视觉 

分 类 号：J0-03[艺术—艺术理论]