Research On The Performance Of "Sticky" Creativity In Contemporary Advertising Design

The concept of "sticky" creativity comes from a marketing reference book "Making Ideas More Sticky".The author proposes the "SUCCESS Rule",which enables the information to attract the attention of the audience,and then touch and leave a deep Impressions,a method of strong adhesion that ultimately changes its behavior.Under the current Internet background,the audience accepts many and complicated information from all aspects,which is more likely to cause attention scarcity.As a carrier of product information or ideas,advertising design is more important to attract the attention of target audience and maintain attention and form lasting influence.The purpose of the two is similar,and it is feasible to apply the "sticky" idea to the advertising design to improve the design effect.This article expounds on the application performance of the six principles of"sticky" creativity in contemporary advertising design,and expounds the creative thinking and application performance of "sticky" creativity.The research process is mainly divided into the following parts: basic meaning of "sticky" creativity,analysis of audience's psychological needs and value appeal;artistic characteristics and creative thinking methods of "sticky" creativity;"sticky" creativity principles and advertising The performance in the design,through the analysis of the six principles of "sticky" creativity,explore the feasibility of each of the six principles in the application of performance in advertising design,achieve the audience's understanding and emotional maintenance of advertising design,and form a lasting influence;finally," The innovation of the "sticky" creativity to the advertising design,and recognizes that the "sticky" creativity can be used as a thinking and effective method for attracting the audience's attention in the context of the current scarcity of public attention.New technologies give birth to new media,information dissemination will be faster,more precise and more efficient,information technology will occupy a higher position,and people 's desire for new and different will be stronger.The exploration of the application performance of "sticky" creativity in contemporary advertising design is not to provide a design criterion,but to provide effective ideas for designers to create good designs,and at the same time,it becomes a reference for testing the design effect.Its greatest effectiveness lies in starting from theaudience-oriented thinking,cracking the information asymmetry between the design and the audience,attracting the audience's attention,triggering behavior changes and establishing a certain degree of loyalty."Sticky" creativity can achieve effective communication from the psychological level of the audience.When applied to advertising design,it will definitely create emotional value and marketing value,which has become an important method of design expression.