A Method of Advertising Information Design in Subway Space based on Passengers' Needs for Cognition

Abstract: This study aims to explore the effectiveness and feasibility of subway advertising information design based on passengers' needs for cognition. Through the analysis and evaluation of the advertisement in the existing subway system, we find that there are some problems in the advertisement of subway space, which can not fully meet the needs for cognition of passengers. First of all, there are often design problems that are not coordinated with the subway environment. Secondly, some advertising content is over-commercialized and lacks practical and emotional resonance that is closely related to passengers' lives. Passengers' needs for cognition are closely related to subway advertising information. In the process of subway travel, passengers not only need travel information, but also want to obtain information about culture, history, art and other aspects related to the destination. They expect ads to provide valuable, meaningful information that will give them a pleasurable cognition experience during their short travel time. Passengers' needs for cognition for advertising include understanding of regional culture, exploring new things, and paying attention to social problems. In order to better meet the needs for cognition of passengers, we put forward a subway advertising information design method based on passenger needs for cognition, which is divided into demand layer, mechanism layer, transformation layer and target layer, and describes the needs for cognition of passengers for subway advertising information and their respective action mechanisms.The results of this study show that satisfying passengers' aesthetic needs, their needs for cognition for regional culture, new things and social problems, and their needs for interesting interactive ways can enhance the attraction and influence of advertising on passengers. Through designing advertisements that are coordinated with the subway environment and have practical content and emotional resonance, the communication effect of advertisements can be enhanced.

Keywords: Metro Space, Advertising Information, Need for Cognition

DOI: 10.54941/ahfe1004257

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