| With the rapid development of information technology,the application environment of Internet has been improved increasingly,so that the development of mobile Internet technology and the popularization of mobile devices have led to the rapid increase of mobile data traffic,which gradually changed people’s consumption habits.In this trend,advertising industry has undergone tremendous changes.By virtue of the superior characteristics of mobile terminal device,the APP advertising that takes APP as the carrier has developed gradually with becoming the major advertising marketing means.During the rapid development of APP advertising,on the one hand,advertising transmission efficiency and scope have been increased thanks to the portability,instantaneity and other advantages of mobile devices,which effectively affected consumption,received satisfying advertising effect and enabled the form of APP advertising to become popular.On the other hand,considering the rapid growth in the number of advertising on mobile terminals and the uneven quality of advertising design,users’ experience in using APP is greatly lowered.As a result,the advertising audiences contradict against APP advertising and advertising brand from psychology to clicking behavior.This not only fails to play the advantages of APP platform in information dissemination,but also assumes the risk of losing users’ trust,which goes against the future development of APP advertising form.Therefore,focusing on audiences’ experience of advertising has become an important value trend of advertising.This topic researches on the design elements of APP advertising from this perspective.Firstly,this paper introduces APP advertising.By means of literature research and comparative research method,it analyzes the development history,characteristics,main forms and current problems of APP advertising.Secondly,this paper elaborates on the concept of experience and audience experience theory,concludes its influence on advertising design,and then forms the experience and advertising design scope at all design levels in Donald Norman’s theory of “instinct level”,“behavior level” and “reflection level”.Based on the analysis of audiences,demands and psychology characteristics,and combined with quantitative research,audience experience in APP advertising,audiences’ experience preference and emphasis of advertising design are cognized.Thirdly,according to previous theoretical research and research findings,advertising design elements based on three levels are classified and analyzed.Finally,the concluded design elements and application methods are adopted to guide the design practice of application store APP,and the views in this article are further verified in the form of audience experience evaluation.The research achievements of this paper play guiding significance for guiding the design of APP advertising and promoting the revenue of products as well as advertisements,which also carry certain academic value and application prospect. |
