A Study on the Posters of Graduation Exhibition Using AISAS Model : Taking the Exhibition Posters of H University from 2018 to 2022 as Examples

서지정보

· 발행기관 : 한국상품문화디자인학회
· 수록지 정보 : 상품문화디자인학연구 / 73호 / 111 ~ 123페이지
· 저자명 : 왕레이, 최원재

초록

Graduation exhibition posters serve as an important medium for publicity of graduation exhibitions. The AISAS(Attention, Interest, Search, Action, Share.) model, widely used in target audience decision-making behavior analysis, can help designers better understand the needs and decision-making behaviors of their target audience. Therefore, it is of both theoretically and practically significant to apply the AISAS model to the study of graduation exhibition poster design. By taking the graduation exhibition posters of Hongik University from 2018 to 2022 as the research subjects, this study applies the AISAS model to analyze the design of graduation exhibition posters. Through questionnaire and SPSS 25.0 analysis results, the strengths and weaknesses of poster designs are evaluated, and corresponding suggestions are provided. The research results demonstrate the adaptability and guidance of the AISAS model in the design of graduation exhibition posters. It is found that Hongik University's graduation exhibition posters perform well in terms of “Attention” and “Sharing” but are relatively low in audiences’ “Interest” and “Action”. It is suggested that designers increase the posters' app eal and interactivity to enhance these two aspects, thereby expanding the posters' reach and influence. This study aims to explore how to utilize the AISAS model to improve the dissemination and promotion of posters while providing an empirical case for the research of target audience decision-making behavior analysis models.

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