基于AIDA模式按钮广告用户主动性设计研究  

RESEARCH ON USER INITIATIVE DESIGN OF BUTTON ADVERTISEMENT BASED ON AIDA MODEL

作　　者：胡瑞雪 万萱[1] HU RUIXUE;WAN XUAN

机构地区：[1]西南交通大学设计艺术学院

出　　处：《设计》2022年第6期115-118,共4页Design

摘　　要：本文基于AIDA广告心理效应模式,研究按钮广告中提高用户主动性的设计方法,从而提升按钮广告的投放影响效应,满足广告商、网站、用户的三方需求。运用案例分析法和文献分析法,对按钮广告的应用现状进行分析,总结目前按钮广告的特性,设计的优劣点与技术支持;同时运用问卷调查法,挖掘用户对于按钮广告的心理诉求。基于AIDA模式的注意与兴趣阶段,提出突出色彩图像,放置关联位置,插入号召文案,使用组合按钮,应用交互动态五种提高用户主动性的设计方法。进一步强化按钮广告在网页广告中的优势,为网络广告发展提供更多的参考。Based on the AIDA advertising psychological effect model,this paper studies the design methods to improve the user's initiative in button ads,so as to improve the impact effect of button ads and meet the demands of advertisers,websites and users.Using case analysis and literature analysis,the application status of button advertising is analyzed,and the characteristics,advantages and disadvantages of the design and technical support of the current button advertising are summarized.At the same time,using the questionnaire survey method,mining the psychological demands of users for button advertising.Based on the attention and interest stage of AIDA mode,five design methods were proposed to enhance the user initiative,including highlighting the color image,placing the associated position,inserting the call copy,using combination buttons,and applying interactive dynamics.To further strengthen the advantages of button advertising in web advertising,provide more references for the development of online advertising.

关 键 词：按钮广告 主动性 AIDA模式 广告心理效应 优势强化 

分 类 号：J524.3[艺术—艺术设计]