網路廣告設計之視覺創作研究－以保險產業為例

Abstract

隨著資訊科技的進步，網路的運用已經深入至人們的生活中，同時，隨著社群媒體的發展和普及，越來越多的企業和品牌選擇在社群媒體平台上投放廣告，以吸引更多的潛在客戶且能提高曝光率。而現今的社群媒體平台除了逐漸提供多元的網路廣告形式，例如品牌代言、直播、購物推薦、插入式廣告等，並且也開始注重網路廣告與觀眾的互動體驗，讓網路廣告更加貼近用戶的需求，以強化圖像對消費者的溝通。一直以來，保險產品的行銷方式皆以業務人員為媒介，如今保險產業逐漸轉化為數位服務模式讓購買保險產品不再僅限於與業務人員面對面推銷。本研究主要目的是針對保險產業在社群平台設計系列的網路廣告，期能帶給觀看者不同的網路廣告，提升觀看者對網路廣告的吸引力及記憶度。本研究先藉由對相關的網路廣告的文獻探討與訴求特點，繼而針對Facebook上所投遞的40張網路廣告的排版構圖、色彩運用及廣告訴求等面向進行分析後，最後針對旅平險、醫療險、意外險及年金險四種險種進行網路廣告設計之創作，並將創作結果製作問卷，進行問卷調查，而得到觀看者的反饋。本研究所得結論如下：1.網路廣告內容訴求面向定義出情感訴求、理性訴求、幽默訴求、恐嚇訴求及性訴求五種訴求。其中「旅平險」及「醫療險」使用情感訴求較能吸引觀看者，「意外險」使用恐嚇訴求較吸引觀看者，「年金險」使用恐嚇訴求及理性訴求較能較吸引觀看者；2.網路廣告版面構圖因手機版面限制，建議使用由上至下及由左至右版面構成，使得視覺動線較符合使用情境；3. 網路廣告的色彩選擇部分，可以依照廣告圖中的所使用的色彩為主色調，使用輔色及對比色進行搭配，也能以大面積的單一色塊為的表現手法，易讓觀看者聚焦於網路廣告設計中，重要的文字資訊建議使用紅色或對比色更能凸顯資訊的易讀性。With the advancement of information technology, the use of the Internet has penetrated into people's lives. At the same time, with the development and popularization of social media, more and more companies and brands choose to place advertisements on social media platforms to Attract more potential customers and increase exposure. Today’s social media platforms not only gradually provide multiple forms of online advertising, such as brand endorsement, live streaming, shopping recommendations, interstitial advertisements, etc., but also begin to pay attention to the interactive experience between online advertising and audiences, making online advertising closer The needs of users to strengthen the communication of images to consumers.For a long time, the marketing methods of insurance products have been based on business personnel. Now the insurance industry has gradually transformed into a digital service model, so that the purchase of insurance products is no longer limited to face-to-face sales with business personnel. The main purpose of this study is to design a series of online advertisements on social media platforms for the insurance industry, hoping to bring different online advertisements to viewers, and enhance viewers' attraction and memory of online advertisements. This research first discusses the literature and appeal characteristics of relevant online advertisements, and then analyzes the layout, composition, color application, and advertisement appeals of 40 online advertisements posted on Facebook, and finally focuses on travel insurance. , medical insurance, accident insurance and annuity insurance for the creation of online advertisement design. The conclusions of this study are as follows: 1. The content appeals of online advertisements define five appeals: emotional appeal, rational appeal, humorous appeal, intimidating appeal and sexual appeal. Among them,"travel insurance" and "medical insurance" use emotional appeals to attract viewers, "accident insurance" uses threatening appeals to attract viewers, and "annuity insurance" uses both threatening appeals and rational appeals to attract viewers; 2 .Due to the limitations of the layout of the mobile phone, it is recommended to use the layout from top to bottom and from left to right, which is more suitable for the use situation; 3. The color selection part of the online advertisement can follow the color used in the advertisement The color is the main color, and the auxiliarycolor and contrasting color are used for matching. It can also use a large area of single color block as the expression method, which makes it easy for viewers to focus on the online advertisement design. It is recommended to use red or contrasting colors for important text information to be more prominent Information accessibility.