Application Of Empathy Design In H5 Advertising

The topic of this thesis is the Application of Empathic Design in H5 Advertisement.To meet the request of Hang Zhou JIA RAN dress Design Co.,Ltd.,I design a H5 advertising work with the theme of "Zen Tea Life" to promote the brand concept of JIA RAN.In the early stage of design,I use empathy to get the user's cognition of brand demand,and finally design creative advertisement in accordance with user's cognition to achieve the psychological emotion resonance between user and brand,and enhance the user's emotional impression in brand.User's demand survey report: According to the demand of Zen Tea Lifestyle,I conduct a research on the brand user group market,focus on the empathy of the target users,and interview their understanding of the lifestyle.I also do the research on the competitive brand H5 advertising design and other H5 advertising on the market.By using offline interviews to investigate user group preferences,as well as supporting research methods such as literature review and online information collection,I find that the way of life of Zen tea is more attractive among young people and middle-aged people.This group has strong demand for Zen products.Literature research report: Through combing a large number of books,I read some related literature theory of empathic Design,focus on the definition and method of empathic Design The core logic of empathy is that designers empathize with users,so as to better analyze the understanding of users.According to the analysis,I create a design accords with the user's feelings and resonates with each other.Practice report of Design process: According to the propaganda request of the user experience,the JIA RAN Zen Life H5 advertisement design scheme is designed to describe the theme of "Zen Tea Life" by empathic Design.Advertising page design is based on the proportion of mobile phone screen.I use life and landscape scene to present the content.In my advertisement,the color style is simple and elegant without standing Zen tea life characteristics.The design extracts the user's emotional cognition of life and brand concept completes the copywriting and drawing of the sub-lens,r releases thepages with the software at the later stage,completes the design of the H5 advertisement,and displays it on the screen of We Chat and the exhibition hall in the form of a web page.