摘要
针对目前插屏广告存在的用户点击意愿低的问题,对插屏广告的设计提出改良意见,以改善其品质和用户体验,提高广告的点击率。利用文献和案例分析等方法,研究插屏广告现状,了解消费者的心理需求,并结合福格行为模型从动机、能力、提示三方面来找寻解决方案。基于福格行为模型下提出的合理的视觉引诱、简化用户操作、强化行为召唤元素等方法能够增强用户的点击意愿,优化插屏广告的整体效果,为未来的插屏广告设计提供更多可能性。
Aiming at the problem of low user click intention in screen insert advertising,this paper puts forward improvement suggestions on the design of screen insert advertising,so as to improve its quality and user experience and improve the click through rate of advertising.Using the methods of literature and case analysis,this paper studies the current situation of plug-in advertising,understands the psychological needs of consumers,and combined with Fogg behavior model to find solutions from three aspects:motivation,ability and hint.Based on the Fogg behavior model,the methods of reasonable visual temptation,simplifying user operation and strengthening behavior call elements can increase users'click intention,optimize the overall effect of screen insert advertising,and provide more possibilities for the design of screen insert advertising in the future.
作者
罗婷
万萱
LUO TING;WAN XUAN
出处
《设计》
2023年第11期72-75,共4页
Design
关键词
插屏广告
福格行为模型
点击意愿
设计方法
引导性
Plug-in advertisement
Fogg behavior model
Click intention
Design method
Guidance
