從使用者觀點探討行動廣告呈現方式之介面設計
A study on interface design of presenting mobile advertisements from users ’ view

陳建文、龔冠華
Chen, Chien Wen、Kung, Kuan Hua

行動網路的傳播模式雖類似網際網路，但本質上卻更貼近一對一的溝通過程。隨著使用者對無線裝置依賴日深，如何讓廣告以最佳的方式呈現，已成為訊息和介面設計者的一大挑戰。本研究透過對行動電話和PDA使用者、廣告從業人員進行深度訪談，輔以六位專家對行動電話簡訊廣告與PDA網路廣告進行專家評估法的結果，歸納出行動廣告呈現方式的設計準則如下：(1)使用者注重快速取得資訊，故應簡化字體及回應選項；(2)以地圖呈現位置資訊廣告，輔以動畫導引；(3)可搭配音樂或語音播放廣告；(4)影片廣告的長度避免超過電視廣告；(5)媒體組合最多不超過三種，以減輕使用者的感官負擔；(6)與硬體功\能做搭配，以增加使用者便利性。

This article explores the presentation of mobile advertisements from users ’ prospective. Through intensive interviews and Heuristic evaluation, we sum up guidelines of presenting mobile ads as follows: (1) The fonts and feedback options should be as simple as possible. (2) Using map to present location based ads, and it may allow using animation effects to direct the destination. (3) It may collocate with music or human voice to present ads. (4) The length of video ads should not be longer than TV commercial film. (5) To avoid users’ sensory overload, the combination of media should not contain more than 3 media elements. (6) In order to enhance the usability, the presentation should be compatible with the mobile handled device.

行動廣告，呈現方式，簡訊廣告(SMS)，介面設計，專家評估法

mobile advertisement, presentation, SMS, heuristic evaluation

2002.06.30

已授權

11B-2.pdf