二维码广告品牌化设计研究

Brand Design of QR Code Advertising

中文关键词: 二维码广告  品牌化  识别性  新媒体广告

英文关键词: [D]. Qingdao:Qingdao University, 2018.

中文摘要:

      目的 将二维码广告设计与品牌化概念结合，从色彩、图形、文案、版式四个方面入手，改善二维码广告现有不足，打造出识别性高、蕴含丰富品牌文化的二维码广告，提高消费者的扫码兴趣。方法 利用文献分析法，把握二维码广告发展现状与未来趋势，结合大量广告案例，分析案例并总结出二维码广告在设计层面存在的问题，针对问题提出具体解决方法，并通过设计实践验证方法的可行性与合理性。结果 从色彩、图形、文案、版式入手，总结出具体可行的设计方法，得到识别性高、品牌化强的二维码广告。结论 将品牌化的理念与二维码设计相结合，在提高二维码识别性的基础上，赋予二维码广告更多文化内涵，使得二维码成为传播企业理念的载体，从而促进二维码广告自身的转型，为新媒体广告发展提供更多有价值的参考。

英文摘要:

      The work aims to combine QR code advertising design and branding concept to improve the existing deficiencies of QR code advertising from color, graphics, copywriting and layout, and to create a QR code advertisement with high recognition and rich brand culture, which can improve consumers’ interests in scanning code. Firstly, the development status and future trend of QR code advertising was grasped through literature analysis. Combining a large number of advertising cases, the problems existing in design of QR code advertisements were summarized. Then, the rationality and the feasibility of the method were verified through design practice. Based on concrete and feasible methods about color, graphics, copywriting and layout, a highly recognizable, branded QR code AD was obtained. Combining the concept of branding with the design of QR code can inject more cultural connotation into the QR code advertisement on the basis of improving the recognition of the QR code. It makes the QR code become the carrier of the company philosophy, promotes the transformation of the code AD itself and provides more valuable references for the development of new media advertisement.