基于视觉思维的教育类网站Banner运营设计研究

Banner Design of Educational Website Based on Visual Thinking

中文关键词: Banner  在线教育  视觉思维  运营推广  用户研究

英文关键词: Banner  online education  visual thinking  operation and promotion  user research

中文摘要:

      目的 针对不同用户群体的认知差异，研究在线教育网站Banner通用性传达设计原则。方法 首先，基于视觉思维理论，拆解教育类Banner，将其文案和视觉元素作为变量；然后，随机区组抽取用户进行测试，归纳分析其认知侧重点，进而总结出Banner运营设计的通用性传达设计原则；最后，进行新一轮迭代设计，并通过数据验证该设计原则的可行性。结论 基于用户调研和数据分析结果提出4条传达设计指导原则，即情感共鸣设计、差异化设计、情境塑造设计与变量间互动设计，以上原则的有效性在运营设计实践中得到了数据验证，对教育类网站运营传达设计有一定的参考意义。

英文摘要:

      It aims at researching on the universal principles of communication design of banners in online education website, focusing on cognitive differences of different user groups. Based on visual thinking theory, it disassembles the copies and visual elements of educational banner as variables, and after randomly selecting users for testing and analyzing their cognitive focus, the universal communication design principles are concluded. Finally, a new iteration design is carried out to verify the effectiveness of the design principles through data analysis. Through the investigation and data analysis of different occupational users, four communication design principles are proposed, including emotional resonance design, differential design, situational building design and interactive design of variables, and data is validated in the practical design practice. Finally, it provides guidance for the educational website communication design.