Consumer behavior is the focus of the marketing and advertising process alike, so the thinking of any organization is focused on meeting the needs and desires of the consumer and how to satisfy him. If it is a personality that depends on salesmen or friends, or it is not personal represented in advertising and publicity means.Where advertising plays a major role in directing consumer behavior towards purchasing, and since the means of communication and related technologies have developed, so have developed methods of advertising in particular, and the development of advertising in the third millennium has led to the emergence of a new type of advertising that depends on all advanced technological means, which is called interactive advertising (Interactive Advertising), in order to increase the success of the advertising process, and the possibility of exploiting it to attract more recipients. Features available to the designer and the user.With the continuous development in the field of advertising design and interactive methods, we can employ and use the mechanisms of play in the design of interactive advertisements in an innovative way to create a positive and strong impression on the current customers and attract new customers as well as to influence the behavior of the target audience . Research problem This can be summarized in the following question: How can the advertising designer employ visual and interactive play mechanisms to influence consumer behavior? Objectives: The research aims to employ gameplay mechanisms as a design strategy in interactive advertisements to create a positive and strong impression on current and new consumers, as well as to influence the behavior of the target audience. Methodology: The research follows the descriptive approach to describe and analyze some interactive advertising models based on the use of playing mechanisms in their advertising idea. Results showed that:1- The application of the strategy of playing mechanisms as a design strategy that distinguishes and is unique in the way the advertising message is presented and distinguishes it among other messages and can attract the attention of the largest number of the consumer audience.2- The application of the strategy of playing mechanisms as a design strategy helps some brands that seek to collect data about their customers, study their consumer market and build their own customer base by saving customer data when they subscribe to the game's application.3- Adding attractive game functions and technologies to a marketing campaign increases awareness, so that your brand is on his mind when he thinks of a product or service in the sector in which you operate. Since you have taken the extra step of making your brand interesting and attractive, the consumer may prefer doing business with you which leads to the purchase. Conclusion: The strategy of playing mechanisms allows the designer to devise new and different advertising methods that attract the attention of the recipient and convince him of the advertising idea and help him achieve the highest response from the recipient, as the actual participation of the consumer in the advertisement makes him more attractive to experience and try to reach the highest results.With the human tendency constantly to search for fun and entertainment and to escape from the pressures of life by playing sometimes. Here, the advertising designer can, by studying the consumer and explaining his behavior well, implement an advertisement based on playing strategies that has the ability to attract the attention of the consumer strongly and influence him and consolidate the product in his memory and influence the emotion The consumer through the creation of a different advertisement in the idea and implementation based on interaction, because the person often tends to experiment with the new and the different, as employing the mechanisms of play in the advertisement means making the behavior that you want to change in the form of a game or is the application of the elements of the game and its mechanisms of action in the context of the advertisement to share The recipient is able to solve problems, achieve certain goals, and increase the interaction and contribution of the recipient by providing participation and more stimulating mechanisms.
Al-Jabri, Attiyat Mohammed; Al-Said, Samar Hany; and Mustafa, Kholoud Ali
"The influence of Gameplay Mechanics as Design Strategy on Consumer Behavior”,"
International Design Journal: Vol. 12:
1, Article 16.
Available at: https://digitalcommons.aaru.edu.jo/faa-design/vol12/iss1/16