The Interactive Creative Research About The Outdoor Advertising Design

Outdoor advertising,one of the oldest forms of advertisement, plays an important role in spreading visual business information. With the development of the social economy, outdoor advertising requires improvement both in its accuracy and in its influence to present a more flexible people-oriented form. Thus, a breakthrough has to be made in the mode of thinking, and some innovation in interactive originality. In spite of the unavailability of fixed pattern for originative design, lessons can be learned from those well-acknowledged advertisements, reducing waste of resources and avoiding setbacks. This papers attempts to break the traditional pattern of originality and add into it a new thinking of interactive originality. By analyzing the relationship of the three elements in interactive originality and propagation---propagator, propagating media, and audience, the paper suggests three effective ways to achieve interactive originality in outdoor advertising design:trial interaction, situational interaction, and sensory interaction.Based on the principle of people-orientation and on the comparison of single-way propagation and interactive propagation, the author puts forward relevant specific and feasible methods of creation, including media language method, audience psychology method, environment method, space & time method, visual stimulation method, touch method, and smell method, which provide for the originality design of outdoor advertising some new thought of creation and broaden the designing field.According to the status quo of the outdoor advertising in China, the author offers some principles to strengthen the employment of interaction of advertisements---principle of fluent interaction, principle of brand's culture, principle of city landscape, principle of proper media, and points out the prospect of applying design of outdoor advertising.It is a demand for the innovation and development of design to research and practice the relevant theories of the interactive originality for outdoor advertising design, which remains at a preliminary level and requires further systematic exploration and research.