Creative Research On Dynamic Posters Of E-commerce Platform

As one of the effective forms of information transmission,posters have been applied in many fields.The rapid development of new media technology has broken the restrictions of traditional plane carriers and promoted the focus of posters from offline to online.With the help of new digital technology,poster designers turn static patterns into dynamic graphics,and dynamic posters came into being.As a product closely combined with modern digital technology,dynamic posters show digital characteristics in the process of creation,dissemination and display.They can link the picture with sound effect and terminal interaction to create a new information receiving experience,so that the audience can enjoy rich multi sensory experience while obtaining information and meet the growing aesthetic pursuit of the public.With the extensive immersion of e-commerce platforms in people’s daily life,e-commerce platforms have also become another important place for advertising communication after search engine advertising,and become the most widely used place for dynamic posters,which is highly representative.Based on this,the creative research on the dynamic poster of e-commerce platform is carried out.Firstly,it preliminarily discusses the growth source of dynamic posters on e-commerce platforms,defines the market types of dynamic posters,and summarizes that the value of dynamic posters for advertising communication is mainly reflected in three aspects: improving brand image,stimulating consumption desire and creating communication explosion points.Secondly,by analyzing the creative environment of dynamic posters on e-commerce platforms,it is found that the market environment such as stock competition and consumption trend change is an important factor to promote the development of dynamic posters,and the new consumption trend and multi-dimensional communication are important factors affecting the creative tendency of dynamic posters.In addition,the creative elements of the dynamic poster of the e-commerce platform are disassembled,and the four elements affecting the creative effect of the dynamic poster are analyzed,including color matching,graphic expression,text arrangement and dynamic control.These creative elements make the dynamic poster more prominent in visual level and personality than the traditional plane poster,and also have the advantages of bonding form and content and expanding information capacity.In the creative practice of dynamic posters,based on empirical investigation,this paper analyzes the market effectiveness of dynamic poster creativity from reaching users to promoting behavior.Finally,combined with the survey results and content analysis,from the two aspects of market effect and information technology,this paper puts forward the challenges faced by the dynamic poster of e-commerce platform and the judgment of development direction: at present,the dynamic poster has the problems of single interaction and imbalance between dynamic effect and connotation.The application of new digital technologies such as C4 d modeling and AR can provide more diverse ways to realize the interactive creativity of posters,Tapping new market demand can break through the existing comfortable space of dynamic posters and guide a new strategic direction for poster creativity to a certain extent.E-commerce platform is the main traffic dispersion of advertising marketing,and advertising marketing in turn has a considerable impact on the development of e-commerce platform.Even for dynamic posters,their core attraction still comes from creativity.Creative dynamic posters can help brands build brand personality in fierce e-commerce marketing,attract young main consumers,and play an important role in winning market opportunities for platforms and brands.