스토리텔링 기법을 응용한 전자기기 광고 웹사이트 디자인에 관한 연구

Abstract

Advertising techniques for product promotion are diverse. As the era of the Internet network service has begun, ads sites are necessary instead of being extra. When the conditions that attract interests of customers are satisfied, offline sale increases. Recently, electronic appliances or cosmetics look for ads sites to distribute detailed information on products, and prior acquisition of information for offline purchase helps decision of purchase. Or online shopping malls may be directly led to purchase. These days, the importance of online ads sites is rapidly increasing. With change of times, as higher intellectual levels and appreciation eyes require new design and ideas, quality of web ads is improving. Therefore, it is suggested that web ads should provide pleasant experiences as behaviors for self-realization rather than acquisition of simple knowledge. Considering that design applying digital story-telling techniques of web ads sites helps such experiences, this study is to identify the web ads and marketing concepts in online communication environment and analyse visual representations and customer experiences through correlations and examples of web ads and categorization of storytelling structures. Based on the results, this study is to discuss the use of organized features for communication and values. And it is to prepare the base of study in terms of design for effective information delivery and present the directions of design. Before this study, we defined the system to deliver stories as the relations between designers and users based on product ad techniques and organized definitions of storytelling and theories, and components of visual design. We created stories on the products to advertise, and categorized the types of storytelling structure through their combination with design elements. And we analysed diverse examples according to the degree of relations forming based on interaction between designers and users and categorized them into four. That is, we categorized 30 ads sites using storytelling into emotional stimulating, participation-inducing, multi-media and information delivery and designated electronic appliances as subjects to be analysed in design elements of web ads site. And we organized the data on types of storytelling used in ads sites centering on characters of special types. From 30 ads sites we analysed storytelling of in the first study, we selected the eight sites on electronic products designated through questionnaire on preference to analyse the layout, colors, typography and moving effects. Based on the results, we analysed the elements of visual design used in web ads site of electronic appliances and find problems. This study attempted to identify the elements of visual communication in ads sites. Visual or emotional elements are accepted differently according to perspectives ad dispositions of users. However, emotional effects of design with established composition and attraction may lead to purchase needs through consistent interest and refreshed images. Users show interests in visuality and technological senses of design representation. This study expects that it will be an index of effective communication under keen competition of current internet ads markets and a preceding base for further studies at different angles.