Research On Application Of 3D Motion Graphics Design In Online Advertising

With the gradual maturity of modern information technology and the rapid development of the economy,online advertising has become one of the most common advertising communication methods in our lives by virtue of its short,concise,convenient and fast features,which meet the needs of current audiences to understand advertising information.As an emerging form of design expression in recent years,3D motion graphics is very active in the online advertising market.Many brands and products use 3D motion graphics as a form of expression for advertising design.However,the related theoretical research is still very weak.Therefore,based on the relationship between 3D motion graphics and online advertising,this thesis proposes the necessity of researching related theories.First of all,starting from the concepts and characteristics of 3D motion graphics and online advertising,referring to the excellent online advertising cases in the market,and sorting and classifying them,analyzing their application status from the aspects of advertising content performance and style type,and summarizing the three-dimensional motion Advantages and characteristics of graphics used in online advertising.Secondly,based on the support of advertising,communication,design psychology and other theories,it analyzes the audience’s demand for online advertising from two levels of sensory experience and psychological experience,and how 3D motion graphic design can effectively attract audiences and improve the spread of online advertising.efficiency.Then,according to the advertising theory,combined with the author’s design practice,starting from the specific visual performance of 3D motion graphics in online advertising,it discusses the motion design expression of 3D graphics,color and material,light and shadow,and the construction of lens perspective.The role and method of motion design expression.Sort out and summarize certain design and application rules to achieve visual rapid and effective dissemination of advertising content and information.Finally,combined with the above discussion,this thesis briefly analyzes the problems and misunderstandings of online advertisements produced by using 3D motion graphics in China,and reflects on them,and looks forward to their future development trends.The author hopes that through the analysis of the case and my own design practice,I can summarize the relevant feasibility suggestions of 3D motion graphics in the field of online advertising design,so as to attract future design practitioners or related theoretical researchers.