Mobile advertising UX design framework based on users' cognitive experience

Abstract

Background The mobile advertisement users are exposed to indiscriminate advertisements, resulting in high fatigue. It is necessary to consider the boundary of user's ad acceptance limit and the cross-scope of effectiveness. This study aims to study the types of mobile advertising, users' cognitive experience factors, and finally propose a mobile ad design framework. Methods The following methods were used for the study process. First, the existing categories of mobile ad types were analyzed and redefined through the literature review. Second, the survey in South Korea and China were conducted to verify the types of advertisement and the users' recognition. Third, design elements used for advertisement were extracted by analyzing actual mobile ads. Fourth, the mobile ad design framework was proposed by integrating the studies conducted in the previous chapter. Results Mobile ads are largely divided into banner advertising, native advertising, and video advertising by the visual types. The cognition factors include FOV, Salience, STM and LTM. Design elements for the mobile ad are divided into fixed elements, visual elements, interaction elements, content elements and time elements. Conclusions This paper proposed a design framework by reconstructing mobile advertising types and dividing design elements into cognitive aspects. The new design frameworks can be used as a foundation for the creation of better mobile ad UX designs. © 2020, Korean Society of Design Science.