The Research Of Outdoor Advertising Design Psychology

Since the 1990s, the outdoor advertising has become the emerging mass media gradually. Along with the development of economic, people's outdoor activity are getting more and more, which has provided the foundation for outdoor advertising's development, and the traffic jam which the outdoor activity brings, causes the people to spend in the transportation the time to increase greatly. Just like Asiaposter (the Asian outdoors) company's CEO Small Wood said, "the outdoor advertising is the genuine mass media. Not all people watch TV or read newspapers, but as long as any person leaves the house, he will see outdoor advertising."Now Outdoor advertising is in flourishing, but at the same time, the design of outdoor advertising reveals a large number of issues because of lack of theoretical guidance.Some are lack of creativity, nothing but the plane work transplant and grafts, some are too simple, just words and brands, does not carry on any target-oriented consideration.The root of the problem is that outdoor advertising has its own special media feature and its own characteristics of spreading. The design of can not be completely copied the design of print ads related to theory, should be based on the characteristics of their own to explore the design of a suitable theory.This study is based on the research into outdoor advertising's terminal user audiences of advertisement.Considering what effect the outdoors advertisement must obtain and what cognition characteristic the audiences have, introduced the design psychology study research concept, hope the research conclusion can instruct the design of outdoor advertising.This article has analyzed the outdoor advertising audiences' cognition mechanism from design psychology's angle. In the concrete analysis, take audiences' cognition psychology characteristic as the basis, regards outdoor advertising's design as a complete cognition process, so that the design of outdoor advertising has interaction with audiences' cognitive processes, based on this interaction the Study creatively proposed the design principles of outdoor advertising. Simultaneously aimed at consumer to pay great attention on the emotion characteristic of outdoor advertisement, this paper put forward the outdoor advertising emotion experience design concept and outdoor advertising emotion experience design the psychology strategy. Finally, in outdoor advertising's design psychology research's foundation, proposed design approach of outdoor advertising project from design angle and forecast the trend of outdoor advertising development.This significance of this study lies in: through the analysis of cognitive psychology, established outdoor advertising's design principles and psychological strategies, give a theoretical guidance to improve the unsystematic situation of current outdoor advertising design.