Research On Emotional Design Of Mobile Augmented Reality Advertising

With the advent of the era of mobile Internet and the rapid development of Internet technology,mobile intelligent terminals such as mobile phones have also been widely popularized.A new advertising mode,mobile augmented reality advertising,has attracted wide attention.Relying on augmented reality technology and mobile intelligent terminal,augmented reality advertising enriches the traditional advertising form with its unique portability,interaction and creativity,especially its superposition of virtual and real technology characteristics,realizing the real world and beyond the real display,so it attracts much attention.However,in the process of development,there are some problems in mobile augmented reality advertising: there is no formal innovation in the application of technology,and there is a trend of homogenization;the use of new technologies is not mature enough to meet the personalized and diversified user needs of advertising audiences;advertising relies too much on the attraction of new technologies and lacks creativity in content;advertising content is also lacking.Lack of storytelling and emotional humanistic care.Excellent mobile augmented reality advertisements should be concerned in form,function and emotion.Therefore,this paper introduces Donald Norman's emotional design method and applies it to the design of mobile augmented reality advertisement.It combines advertising design with emotional design.It designs and studies mobile augmented reality advertisement at the level of instinct,behavior and reflection,in order to find a new solution.In this paper,emotional design is the theoretical basis,mobile augmented reality advertising as the research object.Firstly,the development status of mobile augmented reality advertisement is analyzed,and the concept of mobile augmented reality advertisement is defined.Secondly,the theoretical structure of this object is analyzed in detail,and the similarities and differences between mobile augmented reality advertisement and fixed-end augmented reality advertisement,and between mobile augmented reality advertisement and traditional advertisement in technology application are analyzed.The relevant characteristics of this type of advertisement are emphatically pointed out.Through comparative analysis,the characteristics and shortcomings of mobile augmented reality advertising are summarized.Then,according to the deficiencies of current mobile augmented reality advertisements,the necessity of emotional design for mobile augmented reality advertisements is proposed from three perspectives,namely,advertising marketing purpose,user needs and human emotional pursuit.Then,according to the three-level theory of emotional analysis,the design elements of mobile augmented reality advertisement are extracted layer by layer.Then,according to the design elements extracted,ten design principles and six design methods of mobile augmented reality advertisement are summarized from the perspective of advertising,user experience and emotional.At the end of this paper,a three-level design case integrating emotional design is analyzed for reference.