| 摘要: |
| 目的 互联网环境下，研究用户群体对移动广告设计的态度、习惯和关注重点。方法 前期选取日常使用移动手机的用户进行问卷调查、用户访谈，中期统计数据进行交叉分析对比不同用户群体的特征，最后总结数据讨论移动广告视觉设计的原则。结果 超过50%的用户非常重视广告的视觉，大部分用户明确表明会因为喜欢产品的视觉设计而购买此产品，并且不同年龄段和不同性别的用户在关注广告的侧重点上也不一样。结论 通过对用户自身特征和关注习惯进行分析，得出不同用户群的关注重点和习惯，为广告的视觉设计师提出广告设计重点。 |
| 关键词: 移动广告 视觉设计 用户体验 视觉关注习惯 广告态度 |
| DOI：10.19554/j.cnki.1001-3563.2018.04.008 |
| 分类号:J524.3 |
| 基金项目: |
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| Attitudes and Focus towards the Mobile Advertising Vision Design for Users |
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ZHU Shang-shang, WANG Liu-yu
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Zhejiang University of Technology, Hangzhou 310023, China
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| Abstract: |
| Effects of user group and mobile advertising visual design on attitude, habit and focus in the internet environment were studied. Firstly, a questionnaire survey with post hoc interviews was conducted on daily mobile phone users. The data were then cross-analyzed and used to compare the characteristics of different user groups. Finally, the principles of visual design for mobile advertising were discussed. The result indicated that more than 50% of users pay much attention to the visual effects of advertising, and most users clearly indicate that they will purchase a product because of its corresponding visual design. It was also found that users' focuses were significant different due to age and gender. Based on the analysis of the users' characteristics and habits, and the recognition of focuses of different user groups, design suggestions of advertising design were provided for designers. |
| Key words: mobile advertising visual design user experience visual attention habits attitude toward advertising |
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