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"시선을 사로잡는" 효과적인 웹프로모션 디자인 연구

Title
"시선을 사로잡는" 효과적인 웹프로모션 디자인 연구
Other Titles
Study of Design for Attractive Web Promotion page : In the web promotion cases of the company P
Authors
박수연
Issue Date
2008
Department/Major
디자인대학원 디자인학과정보디자인전공
Publisher
이화여자대학교 디자인대학원
Degree
Master
Abstract
The internet is being used in almost all areas as the population using the Internet has been increasing recently. Above all, the Internet has been built up as the place of new economic activities together with the global trend of the world’s becoming information-based society. As the Internet shopping industry has been so rapidly developing, big business enterprises with major brands are vying for advancing into the Internet business recognizing the online business as a new distribution channel and accordingly web promotion is actively making progress. As the online shopping mall market is reaching maturing stages and is recognized as an independent distribution channel, the demand for social responsibilities on the part of the online shopping business enterprises has gradually been generated. However, the quality of both planning structure and design of the online promotion is not as impressive as the growth rate of the online shopping market. Differentiating web promotion can hardly be found since each firm is engrossed in imitating others and practicing low quality massive promotions. So, it is very urgent to research and develop web pages that can enhance the quality of online business and effective purchase conversion rates. The shopping industry, in the early stage of the market, focused on winning the favor of consumers with low price and piecemeal promotions as its potent weapon, but now securing customers with loyalty and changing the market structure into that of continuously increasing sales as well as enhancing its quality irreverently required. The purpose of this research is to increase added value of the online shopping industry by enhancing the quality of online promotion and its efficiency through presenting research and development of efficient factors of eye-catching designs factors among the methods that can maximize the purchase conversion rates. Also, not only to promote sales of products but also to enhance communication function, this research attempts maximize the efficiency of increasing customer satisfaction by providing effective visual factors through intuitive and attractive eye-catching designs and scientific verification. As a theoretical background, John Caples’ eye-catching visual factors of successful advertisement have been investigated and studied and also factors of scientific advertisements have been examined based on the theories through experiments and research. As the first step, the web promotion cases of the company P were investigated and analyzed and as the second step, consumers’ recognition of web promotion and designs were surveyed and as the third step, both qualitative and quantitative researches were conducted by investigating responses to visual design factors through FGI (Focus Group Interview). As a result, the design factors in the eye-catching web promotion pages have been found and their prototypes are formed, so this research attempts to present design differentiation for eye-catching web promotion pages. Also, this research is expected to play an important role as the basis on which web multimedia designs are to be developed as the basic frame of visual factors and enhancing qualitative value of web promotion designs going forward.;최근 인터넷의 사용인구가 증가함에 따라 인터넷이 거의 모든 분야에서의 이용되고 있다. 이에 따른 온라인을 하나의 새로운 유통채널로 인정하며 웹 프로모션도 함께 활발하게 진행되고 있다. 그러나 이 같은 눈부신 증가율에 온라인 프로모션의 기획구성이나 디자인 퀼리티는 이에 미치지 못하고 있는 현실이다. 서로 따라 하기에 급급하고 저급의 다량 프로모션을 실행하기에 차별화된 웹프로모션을 찾아보기 힘들다. 본 연구의 목적은 이와 같이 웹 프로모션 디자인이 하나의 온라인 광고로써 소비자의 시선을 사로잡는 디자인 구성요소 연구개발, 개선을 통하여 효율성 있는 디자인 요소가 어떠한지에 대해 연구하고 프로토타입을 제안하여 웹 프로모션의 질적 향상을 높이고 그 효율성을 증대시키는데 있다. 또한 웹프로모션 광고의 커뮤니케이션 기능을 향상시키고 직관적이고 시선을 끄는 매력적인 디자인과 과학적인 검증에 의한 효과적인 시각적 요소를 제안하여 주의, 집중(attention)성을 갖는 웹프로모션 디자인을 제안하고자 한다. 외적 요소로써 존케이플스(John caples)의 성공하는 광고의 시선을 사로잡는 시각적 요소들을 조사, 연구하고 과학적인 광고의 요소들을 실험과 조사를 통한 이론에 근거하여 시선을 사로잡는 시각적인 요소들에 대해 연구하였다. 1차적으로 P사 웹 세일즈 프로모션의 사례를 조사하여 분석하고 2차로 설문조사를 통해 웹프로모션에 대한 소비자의 인식과 디자인 인지도를 조사하였으며, 마지막 3차로 FGI(Focus Group Interview)를 통해 시각적 디자인 요소의 반응을 조사하여 질적인 연구와 양적인 연구를 동시에 진행하였다. 웹 세일즈 프로모션 페이지 내에서 시선을 사로잡을 수 있는 디자인 요소 연구하고 효과적으로 시선을 사로잡을 수 있는 차별화된 웹 세일즈 프로모션 페이지 디자인을 제안하여 웹을 통한 효율적인 커뮤니케이션 증진과 화면상에서의 시각적인 혼란을 최소화하고자 한다. 또한 본 연구를 바탕으로 향후 웹 세일즈 프로모션 디자인의 질적 가치상승과 외적 시각적 요소로써의 기본적인 틀로써 앞으로 발전할 웹멀티미디어 디자인의 밑거름으로써의 역할을 기대한다.
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