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本文结合中外优秀户外广告案例,并对其进行详细分析,试图通过案例分析和论述探索视错觉在表达画面效果上的方法和作用。文中分别分析了二维视错觉、三维视错觉和与城市元素相结合的视错觉在户外广告设计中的应用,阐述视错觉创意给广告画面带来的趣味性以及从受众角度出发的感官感受。在此基础上,提出在进行户外广告创意设计的时候,可借助视错觉原理,提高户外广告信息的到达率和品牌在受众心中的辨识率。
This article combines Chinese and foreign excellent outdoor advertising cases and analyzes them in detail, trying to explore ways and effects of visual illusion in expressing the effect of pictures through case analysis and discussion. This paper analyzes the application of the two-dimensional illusion, the three-dimensional illusion and the combination of urban elements and the illusion of illusion in the design of outdoor advertising, elaborates the illusion of illusion creative advertising screen and the sensory experience from the audience perspective. On this basis, it is proposed that the design of outdoor advertising should be based on the principle of optical illusion to improve the arrival rate of outdoor advertising information and the recognition rate of the brand in the audience.