Psychological effect of design and appeal psychology of animation design: image appeal, rational appeal, emotional appeal, the role of memory in animation works and products, and the role of imagination in animation works and products,

Keywords: animation, products, emotions, cartoon characters

The ultimate goal of animation design is to sell goods. To achieve this goal, we must follow the laws of consumers' psychological activities and start from consumers' psychology to make people happy and easy to accept, so as to receive better animation effects. Successful animation design can not only achieve the purpose of sales to the maximum extent, attract more consumers, but even advocate a certain lifestyle for a period of time, bringing multi-level and multi-faceted influence to consumers. It can be said that any excellent animation design is based on successfully grasping the psychology of consumers.

1, the psychological effect of design

In the economic globalization and the new economic tide, the animation industry has become a force to be reckoned with, and is constantly growing. It has become the object of people's leisure after dinner. Any psychological activity has its process of emergence and development. The same is true of consumers' psychological activities towards a cartoon. To implement the psychological strategy of design, we must understand the psychological mechanism of consumers. This explains how to explore the psychology in the process of interaction between animation and consumers.

Phenomena and psychological laws, how to make animation have an impact on people's thoughts, emotions, concepts and behaviors, and how to implement the psychological strategy of animation are the primary problems we must consider in animation design.

2. Appeal psychology of animation design.

The object of animation is consumers. In order to realize the effective spread and appeal of animation, animation design must conform to the psychology of consumers. There are many demands for animation design.

2. 1 image appeal

Image is the perception in psychology, that is, the reproduction of various feelings. People perceive things through hearing, sight, taste and so on, and form the overall image of things in the brain, that is, perception. It has the laws of integrity, selectivity, comprehensibility and constancy, and is widely used in animation design. In addition, using the image of a star to promote products is also the most popular way of animation. Almost all the movie stars and sports stars have appeared in animation, and animation with cartoon characters plays a significant role. In a word, they all put in a good word for the main products of animation in one way or another. Death, Gundam, One Piece. Naruto is a Japanese animation, which is very popular in China. Insert some cartoon characters into the animation to spread pictures of Isuzu, Japan. This design is ingenious. Taking advantage of the attraction of cartoon characters to the audience, I can't help but become interested in what it teaches and Japanese culture. Expand Japan's cultural influence in the world. At the same time, industrial products related to comic characters will be sold in the market, and people's love for comic characters will be transferred to real industrial products. At this time, an animation industry chain was formed invisibly, and the benefits it brought were enormous.

2.2 Reasonable demand

Rational appeal means that the animation appeal is located in the rational motivation of the audience, which truly, accurately and fairly conveys the objective situation of enterprise products and allows the audience to make rational decisions through the thinking process of concept, judgment and reasoning. Attraction is usually used for products or services that consumers decide to buy after careful consideration.

2.3 emotional needs

The ultimate goal of animation product design is to induce consumers to buy, and consumers' buying behavior is related to people's emotional activities. According to the research of consumer psychology, the general psychological process of consumers buying goods roughly includes seven stages, namely attention-interest-association-desire-comparison-decision-actual purchase. Here, consumers' emotions can be the engine of buying behavior. Therefore, the emotional law of consumers is an important aspect of modern animation design. Emotional appeal, also known as emotional appeal, refers to that animation designers stimulate consumers' emotions, meet their self-esteem and self-confidence needs, and make them sprout buying motives through extremely human appeal. In the design of animation products, aiming at the subconscious of the target consumers, satisfying their subconscious needs, and allowing consumers to receive animation information in the process of sneaking into prison, we can quietly achieve unexpected publicity effects. It should have the psychological effects of attracting attention, arousing interest, cultivating goodwill, stimulating desire, triggering action and deepening impression.

3 memory

Memory is a reflection of past experiences in people's minds, and it is a complex psychological process. For animation memory, it is to distinguish different animations and remember them in the brain. For the propaganda of animation, a certain degree of forgetting is inevitable, but according to the law of consumers' memory, certain strategies can be adopted in the design of animation products and animation propaganda to limit forgetting to a minimum and enhance consumers' animation memory. For example, appropriately repeating cartoon information and adopting exaggerated and unique cartoon images can enhance the appeal and arouse the emotional memory of consumers.

4 imagine

Imagination is a unique psychological activity of human beings, and it is a psychological process of establishing a new image in the mind on the basis of existing knowledge and experience. It can be divided into two types: recreating imagination and creating imagination. For an animation designer, the new image he conceived is to create imagination; For the receiver of animation, the image conceived in the mind according to the description of animation works is to recreate the imagination. Good animation should be able to stimulate the imagination of the audience.

5 conclusion

The above is only from the main aspects of design psychology to explain its application in animation industry design, and there are many other aspects that can not be ignored, such as cultural psychology, brand psychology, planning psychology and so on. These are inseparable from "going to the army to cut the plan, and attacking the heart is the best." Consumers are the objects of animation. If an animation wants to be successful, brilliant creativity and technology are of course important, and consumers' psychological laws and behavioral characteristics can not be ignored, which satisfies consumers' psychological desires. Only by using various technologies to enhance their attention and effectively promote the audience's "memory" and "association" can we become a good animation design.