Abstract
The development of digital media has brought substantial changes to the cosmetics advertising communication. In this study, the environment and models of cosmetics advertising communication design in the era of digital media were firstly analyzed in detail, then the problems in the communication design of cosmetics advertising were discussed, and finally innovative strategies for the design of cosmetics advertising communication in the era of new digital media were proposed.
Highlights
The rapid development of the Internet has created a large number of new media, leading to substantial changes in consumers’ behavior of media contact and purchase
This paper proposed three innovative design strategies based on the environment and problems of cosmetics advertising communication design in the era of digital media, tried to give an effective guide to designers and cosmetic corporates
[1] In the era of digital communication, Internet thinking has become the key to advertising design, which requires brands to put themselves in the position of consumers to understand the real needs of consumers, give play to their creativity and initiative, optimize advertising methods and content, and build the most direct connection with consumers to cultivate consumers’ brand loyalty
Summary
The rapid development of the Internet has created a large number of new media, leading to substantial changes in consumers’ behavior of media contact and purchase. In the era of independent information dissemination, “decentralization” and the prevailing social media have deprived traditional mass media of communication authority, entitling consumers to interact and share with brands on the top of the communication chain. With the continuous development of omni-media communication technology, the traditional one-way linear relationship between communicators and information receivers is broken, allowing users to enjoy the initiative to receive, follow, and share information. [1] In the era of digital communication, Internet thinking has become the key to advertising design, which requires brands to put themselves in the position of consumers to understand the real needs of consumers, give play to their creativity and initiative, optimize advertising methods and content, and build the most direct connection with consumers to cultivate consumers’ brand loyalty With the continuous development of omni-media communication technology, the traditional one-way linear relationship between communicators and information receivers is broken, allowing users to enjoy the initiative to receive, follow, and share information. [1] In the era of digital communication, Internet thinking has become the key to advertising design, which requires brands to put themselves in the position of consumers to understand the real needs of consumers, give play to their creativity and initiative, optimize advertising methods and content, and build the most direct connection with consumers to cultivate consumers’ brand loyalty
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