Design creation support device, design creation support method, and design creation support program

Abstract

Provided are a design creation assistance device, a design creation assistance method and a design creation assistance program for assisting a user who does not have much knowledge about advertisement design in creating an advertisement design. This design creation assistance device 100 assists in creating the design of a design object that includes an advertisement or a publication, the design creation assistance device 100 comprising input information acquisition units 210, 220, a design information generation unit 230, and output units 160, 240. The input information acquisition units 210, 220 acquire input information including the purpose of the design object. The design information generation unit 230 generates design information relating to the design of the design object on the basis of a behavioral economics background determined in accordance with the input information. The output units 160, 240 output the design information generated by the design information generation unit 230.

Description

[Technical Field]

[0001] The present invention relates to a design creation support device, a design creation support method, and a design creation support program. [Background technology]

[0002] The design of advertisements for products and services is an important factor in attracting consumer attention in the market. Traditionally, sellers have used image strategies to attract consumer attention and lead them to purchase their products.

[0003] When a seller advertises a product or service, they may outsource the creation of the ad design, but they may also create the ad design themselves, depending on the balance of costs, delivery time, quality, etc. However, for sellers with little knowledge of advertising design, it is difficult to create an advertisement that is effective for sales promotion, and the workload is also heavy.

[0004] In this regard, Patent Document 1 below discloses an information processing device that manages templates (model data) for creating edited materials such as flyers and advertisements, and has the function of providing templates upon request. This device extracts content (background content, image content, character string content, etc.) from an input document, determines the style of the content, and selects a template.

[0005] Furthermore, Patent Document 2 listed below discloses a screen expression evaluation device that evaluates each element to determine whether the conspicuousness of each element matches the importance of that element when viewed on the entire screen. This device evaluates the conspicuousness of each element from a combination of expression information that indicates the characteristics of the expression applied to the element and the importance that indicates the degree of importance of that element on the target screen. [Prior art documents] [Patent documents]

[0006] [Patent Document 1] Patent No. 6623603 [Patent Document 2] Patent No. 6186754 Summary of the Invention [Problem to be solved by the invention]

[0007] However, the device of Patent Document 1 has a problem in that it is difficult for sellers who have little knowledge about advertisement design to input appropriate documents.

[0008] Furthermore, the device in Patent Document 2 is a technology for evaluating the conspicuousness of components, not a technology for supporting design creation, so there is a problem in that it is not clear what specific components should be used.

[0009] The present invention has been made in view of the above-mentioned problems. Therefore, an object of the present invention is to provide a design creation support device, a design creation support method, and a design creation support program that support the creation of advertisement designs for users who have little knowledge about advertisement design. Here, the term "user" refers to a person who actually uses the design creation support device. [Means for solving the problem]

[0010] The above-mentioned problems of the present invention are solved by the following means.

[0011] (1) A design creation support device that supports the creation of designs for design objects including advertisements or publications, comprising: an input information acquisition unit that acquires input information including the purpose of the design object; a design information generation unit that generates design information, which is information relating to the design of the design object, based on a behavioral economics background determined in accordance with the input information; and an output unit that outputs the design information generated by the design information generation unit. a database that stores behavioral economics backgrounds corresponding to the purpose of the design object; and a behavioral economics determination unit that uses the database to search for behavioral economics backgrounds corresponding to the purpose of the design object and determine the behavioral economics background to be applied; and The behavioral economics background is at least one of the bandwagon effect, the Zajonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the MAYA theory, the paradox of choice, undermining, gamification, and prospect theory.Design creation support device. (2) A design creation support device that supports the creation of designs for design objects including advertisements or publications, comprising: an input information acquisition unit that acquires input information including the purpose of the design object; a design information generation unit that generates design information, which is information related to the design of the design object, based on a behavioral economics background determined in accordance with the input information; an output unit that outputs the design information generated by the design information generation unit; and a behavioral economics determination unit that determines the behavioral economics background to be applied in accordance with the purpose included in the input information.

[0012] ( 3 ) The output unit has a design proposal presentation unit that generates a design proposal for the design object based on the design information, and a display unit that displays the design proposal for the design object, or (2) The design creation support device according to claim 1.

[0013] ( 4 The input information acquisition unit further acquires, as the input information, at least one of an aspect of the design object, a target demographic, an image to be inserted into the design object, and an application medium, (1) above. One of ~(3) The design creation support device according to claim 1.

[0014] ( 5 ) The application medium is a print medium or a digital medium. 4 ) The design creation support device described in

[0017] ( 6 ) The behavioral economics determination unit interprets the text content of the purpose of the design object, and determines the behavioral economics background to be applied based on the interpretation result. 1 ) The design creation support device described in

[0018] ( 7 ) the design information generating unit selects a catchphrase for the design object based on the determined background, and generates the design information including the catchphrase and a display layout of the catchphrase, 1 )or( 6 ) The design creation support device described in

[0019] ( 8 ) A design creation support device that supports the creation of designs of design objects including advertisements or publications, comprising: an input information acquisition unit that acquires input information including a purpose of the design object; a design information generation unit that generates design information that is information related to the design of the design object based on a behavioral economics background determined in accordance with the input information; and an output unit that outputs the design information generated by the design information generation unit. a background selection unit that allows a user to select the behavioral economics background to be applied; ,of Has, The behavioral economics background is at least one of the bandwagon effect, the Zajonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the MAYA theory, the paradox of choice, undermining, gamification, and prospect theory;The design information generating unit selects a catchphrase for the design object based on the selected background, and generates the design information including the catchphrase and a display layout of the catchphrase. , De Design creation support device.

[0020] ( 9 ) The above ( 3 ) The design creation support device described in

[0021] ( 10 ) The physical quantity includes at least one of the eye-catchingness and the hue, 9 ) The design creation support device described in

[0022] ( 11 ) the design information generation unit generates a display layout for displaying the purpose of the design object, a catch phrase for the design object, an image to be inserted into the design object, a behavioral economics background corresponding to the purpose of the design object, and the physical quantity on the same screen, and the output unit displays the purpose of the design object, a catch phrase for the design object, an image to be inserted into the design object, a behavioral economics background corresponding to the purpose of the design object, and the physical quantity on the same screen, 9 ) The design creation support device described in

[0023] ( 12 ) The above (1) to (2) further include a result receiving unit that receives a conversion of a campaign of a design object for the purpose of the design object. 11 ) The design creation support device described in any one of the above.

[0024] ( 13 ) Contains advertising or publicationsA design creation support method for supporting the creation of a design of a design object, comprising: a step (a) of acquiring input information including a purpose of the design object; a step (b) of generating design information that is information relating to the design of the design object based on a behavioral economics background determined in accordance with the input information; and a step (c) of outputting the design information generated in the step (b). and (d) a step of searching for a behavioral economics background corresponding to the purpose of the design object using a database storing the behavioral economics background, and determining the behavioral economics background to be applied, wherein the behavioral economics background is at least one of the bandwagon effect, the Zeijonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, application of affordance, the MAYA theory, the paradox of choice, undermining, gamification, and prospect theory. Design creation support methods. (14) A design creation support method for supporting the creation of designs of design objects including advertisements or publications, comprising: a step (a) of acquiring input information including the purpose of the design object; a step (b) of generating design information, which is information related to the design of the design object, based on a behavioral economics background determined according to the input information; a step (c) of outputting the design information generated in the step (b); and a step (d) of determining the behavioral economics background to be applied according to the purpose included in the input information. A design creation support method comprising: (15) A design creation support method for supporting the creation of designs of design objects including advertisements or publications, comprising: a step (a) of acquiring input information including the purpose of the design object; a step (b) of generating design information that is information related to the design of the design object based on a behavioral economics background determined according to the input information; a step (c) of outputting the design information generated in the step (b); and a step (d) of having a user select the behavioral economics background to be applied, wherein the behavioral economics background may be a bandwagon effect, a Zeijonc effect, a Veblen effect, a halo effect, or the like. effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the MAYA theory, the paradox of choice, undermining, gamification, and prospect theory, and in the step (b), a catchphrase for the design object is selected based on the selected background, and the design information including the catchphrase and a display layout of the catchphrase is generated.

[0025] (16) Any one of the above (13) to (15) A design creation support program for causing a computer to execute the processes included in the design creation support method described above. [Effects of the Invention]

[0026] According to the present invention, design information relating to the design of a design object is generated and output based on a behavioral economics background determined in response to input information including the purpose of the design object. Therefore, design creation can be supported even when the user has little knowledge about the design of the design object. [Brief explanation of the drawings]

[0027] [Figure 1] FIG. 1 is a block diagram illustrating a schematic hardware configuration of a design creation support device. [Figure 2] 2 is a functional block diagram illustrating the main functions of a control unit shown in FIG. 1. FIG. [Figure 3A] 4 is a flowchart illustrating a design creation support method of the design creation support device according to the first embodiment. [Figure 3B] 3B is a subroutine flowchart for explaining details of step S102 in FIG. 3A. [Figure 4A] This is a schematic diagram illustrating a design proposal including a catchy slogan aimed at men in their 30s. [Figure 4B]This is a schematic diagram illustrating a design proposal including a catchphrase aimed at men in their 60s. [Figure 5A] This is a schematic diagram illustrating a design proposal when the behavioral economics background to be applied is reciprocity. [Figure 5B] This is a schematic diagram illustrating a design proposal when the behavioral economics background to be applied is scarcity. [Figure 5C] This is a schematic diagram illustrating a design proposal when the applied behavioral economics background is the bandwagon effect. [Figure 6] FIG. 10 is a schematic diagram illustrating a screen configuration in a design creation support device according to a second embodiment. [Figure 7] FIG. 10 is a diagram illustrating examples of advertising catchphrases and inquiry rates for each recipient persona. [Figure 8] FIG. 10 is a diagram illustrating an example of advertising costs and estimated amounts of lost sales when advertising is sent and when advertising is not sent. [Figure 9] FIG. 10 is a diagram illustrating an example of expected loss amounts and a determination result as to whether or not to transmit an advertisement, for cases where an advertisement is transmitted and where an advertisement is not transmitted. DETAILED DESCRIPTION OF THE INVENTION

[0028] Hereinafter, an embodiment of the present invention will be described with reference to the drawings. In the drawings, the same elements are denoted by the same reference numerals, and duplicate explanations will be omitted. Furthermore, the dimensional proportions in the drawings are exaggerated for the sake of explanation, and may differ from the actual proportions.

[0029] (First embodiment) FIG. 1 is a block diagram illustrating a schematic hardware configuration of a design creation support device. The design creation support device 100 in the first embodiment is a device that supports the creation of advertisement designs by presenting a user with advertising slogans and / or design ideas for products, services, etc. Note that the following description will mainly focus on the case where the design creation support device 100 supports the creation of advertisement designs. However, the design creation support device 100 is not limited to the creation of advertisement designs, and can be configured to support the creation of designs for design objects including publications (e.g., magazines, etc.). In this case, the design creation support device 100 can also be used to create designs for the covers of magazines, etc., for example.

[0030] The advertising medium (applicable medium) may be a print medium or a digital medium. The print medium may be, for example, a paper print medium in which information is printed on paper for advertising, such as a paper flyer. The print medium may also be a medium in which advertising is carried out by printing information on something other than paper. On the other hand, the digital medium may be, for example, a web flyer displayed on a personal computer or a smartphone. The user is the user (operator) of the design creation support device 100, and may be the advertiser (e.g., the seller of the product or service targeted by the advertisement), a corporation such as an advertising agency commissioned by the advertiser to create an advertisement, or an advertising designer. Alternatively, the user may be, for example, a person who creates a sample advertising design as part of sales (e.g., a sales representative at a printing company). It is expected that many advertisers and sales representatives have little knowledge of advertising design.

[0031] The design creation support device 100 may be a personal computer, a smartphone, a PDA (Personal Digital Assistant), a tablet terminal, or the like, on which a design creation support program described below is installed.

[0032] 1, the design creation support device 100 includes a CPU (Central Processing Unit) 110, a RAM (Random Access Memory) 120, a ROM (Read Only Memory) 130, an auxiliary storage device 140, an input device 150, a display device 160, and a communication device 170. Of these, the CPU (Central Processing Unit) 110, the RAM (Random Access Memory) 120, the ROM (Read Only Memory) 130, and the auxiliary storage device 140 constitute a control unit 200.

[0033] The CPU 110 executes an OS (Operating System) and a design creation support program loaded in the RAM 120, and controls the operation of the input device 150, the display device 160, and the communication device 170. The RAM 120 stores data temporarily generated by the processing of the CPU 110. The ROM 130 stores programs executed by the CPU 110, as well as data and parameters used in executing the programs. The auxiliary storage device 140 has, for example, an HDD (Hard Disk Drive), an SSD (Solid State Drive), etc., and stores programs.

[0034] The input device 150 includes, for example, a keyboard, a mouse, etc., and is used by the user to input characters using the keyboard, mouse, etc., and to give various instructions (inputs) such as various settings, etc. In this embodiment, it is used to input the purpose and angle (target) of the advertisement.

[0035] The display device 160 includes a display that functions as a display unit, and displays advertisement design ideas, information input or set by the user, and the like.

[0036] The communication device 170 has a communication circuit such as a network interface card (NIC), and transmits data to and from external devices via a communication network (not shown).

[0037] 2 is a functional block diagram illustrating the main functions of the control unit 200 shown in FIG. 1. The control unit 200 functions as an advertiser objective input unit 210, a user input unit 220, an advertisement design creation unit 230, a screen configuration database 231, a behavioral economics database 232, a catchphrase database 233, an image database 234, a behavioral economics determination unit 235, an advertisement creation algorithm unit 236, an advertisement design physical quantity calculation unit 237, and a design proposal presentation unit 240. These functions are realized by the CPU 110 executing the design creation support program. The advertiser objective input unit 210 and the user input unit 220 constitute an input information acquisition unit.

[0038] The advertiser objective input unit 210 acquires the objective of an advertisement (design object) by an advertiser (brand owner). The advertiser may be, for example, a seller of a product or service. The objective of the advertisement may be, for example, "creating a favorable impression," "creating a new need," or "appearing attractive." The user inputs the objective of the advertisement using, for example, the input device 150. When multiple objectives of the advertisement are input, the advertiser objective input unit 210 acquires these multiple objectives of the advertisement.

[0039] The user input unit 220 acquires advertising information (input information) related to the advertising angle, target demographic, image to be inserted into the advertisement (hereinafter referred to as "insertion image"), advertising medium, etc. The user can input advertising information using the input device 150. The advertising angle is the viewpoint and means for achieving the purpose of the advertisement. Specific examples of advertising angle will be described later.

[0040] The target demographic is a target demographic, and is, for example, a group of people who belong to the same age, sex, annual income, residential area, etc. as the target of the advertisement.

[0041] The inserted image is, for example, an image related to a product or service, and helps the reader of the advertisement understand the concept or content of the product or service. The user input unit 220 acquires the inserted image through user input, or acquires the inserted image from an external server via the communication device 170, and stores the inserted image in the image database 234. The advertising medium may be, for example, a print medium, a digital medium, or the like.

[0042] The auxiliary storage device 140 functions as a screen configuration database 231 , a behavioral economics database 232 , a catchphrase database 233 , and an image database 234 .

[0043] Screen configuration database 231 stores data related to the configuration of an advertisement. The data related to the configuration of an advertisement may include, for example, a plurality of templates that define the types of components (e.g., inserted images, tables, etc.) and the display layout of the components, corresponding to the purpose and perspective of the advertisement.

[0044] The behavioral economics database 232 stores effects, properties, theories, etc. based on behavioral economics corresponding to advertising information (hereinafter simply referred to as "behavioral economics" or "behavioral economics background" in this specification). As shown in Table 1 below, the behavioral economics database 232 has behavioral economics preset according to, for example, the purpose and angle of the advertisement.

[0045] [Table 1]

[0046] Behavioral economics may include, for example, the bandwagon effect, the Zajonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the briming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the MAYA theory, the paradox of choice, undermining, gamification, and prospect theory. Note that these behavioral economics theories are known in the fields to which so-called skilled artisans belong, and therefore detailed explanations thereof will be omitted.

[0047] The catchphrase database 233 stores a large number of catchphrase candidates for various products and services. One or more catchphrase candidates are included for each combination of advertising purpose, advertising angle, and behavioral economics. Table 2 below shows examples of catchphrase candidates when the advertising purpose is "creating new needs," the angle is "forced recall of risk," and the behavioral economics is "loss aversion."

[0048] [Table 2]

[0049] The image database 234 stores a large number of images corresponding to elements of a printed surface of a print medium (or a screen of a digital medium, etc.). The images may be, for example, photographs of products, product packaging, services, brand logos, or diagrams or tables showing product features. The images are stored in image formats such as JPEG (Joint Photographic Experts Group), TIFF (tag image file format), and PNG (Portable Network Graphics).

[0050] The behavioral economics determination unit 235 determines the behavioral economics to be applied. More specifically, the behavioral economics determination unit 235 uses the behavioral economics database 232 to search for behavioral economics that corresponds to the advertising information and determines the behavioral economics to be applied. Behavioral economics represents the behavior or decision-making of the target of the advertising. Therefore, from the behavioral economics database 232 (Table 1), it is possible to determine the behavioral economics relationship between the advertising information (the purpose and angle of the advertising) and the behavior or decision-making of the target of the advertising.

[0051] Furthermore, the behavioral economics determination unit 235 applies known natural language processing algorithms to perform morphological analysis, syntactic analysis, semantic analysis, and contextual analysis on the advertisement objective acquired by the advertiser objective input unit 210. This allows the behavioral economics determination unit 235 to interpret the text content of the advertisement objective and determine behavioral economics based on the interpretation results.

[0052] The advertisement creation algorithm unit 236 receives each component of the advertisement, such as a catchphrase, an image to be inserted, a table, etc., from the advertisement design creation unit 230, performs various calculations for creating the advertisement design, and transmits the calculation results to the advertisement design creation unit 230. More specifically, the advertisement creation algorithm unit 236 has an algorithm for calculating the position, size, etc. of each component on the printing surface (or screen, etc.) of the advertisement.

[0053] The advertisement design physical quantity calculation unit 237 generates physical quantities (indicators) related to the components of an advertisement. The components may be, for example, an inserted image. In this embodiment, the physical quantities may be, for example, at least one of eye-catchingness and hue. Eye-catchingness indicates the degree to which an inserted image attracts a user's visual attention. For example, on a printed surface or a display screen, the eye-catchingness of the inserted image relative to the entire printed surface or the entire display screen may be calculated based on the balance of the color scheme of the inserted image, the strength of contrast, etc.

[0054] The advertisement design creation unit 230 functions as a design information generation unit and generates advertisement design information, which is information related to the design of an advertisement. More specifically, the advertisement design creation unit 230 selects a catchphrase for an advertisement from a large number of catchphrase candidates stored in the catchphrase database 233, based on the applied behavioral economics and advertisement information. The advertisement design creation unit 230 also obtains information related to the advertisement screen configuration from the screen configuration database 231, depending on the applied behavioral economics.

[0055] The advertisement design creation unit 230 inputs the selected catchphrase, information about the screen layout of the advertisement, and the insertion image acquired by the user input unit 220 into the advertisement creation algorithm unit 236, and acquires the calculation results.

[0056] Next, the advertisement design creation unit 230 generates a display layout (e.g., information on position, size, etc.) of the advertisement catch phrase and the inserted image based on the calculation results by the advertisement creation algorithm unit 236. Then, the advertisement design creation unit 230 transmits advertisement design information including the catch phrase, image data, and their display layout to the design proposal presentation unit 240.

[0057] In this embodiment, the advertisement design information is configured to include at least the data of the selected catch phrase and the display layout of the catch phrase. When an insert image is acquired by the user input unit 220, the advertisement design information includes the data of the catch phrase and the insert image, and the display layout for displaying them.

[0058] The design proposal presentation unit 240 generates an image of the advertisement design proposal based on the advertisement design information and transmits it to the display device 160. The display device 160 controls the display to display the image of the advertisement design proposal and the applied behavioral economics. The design proposal presentation unit 240 and the display device 160 function as an output unit.

[0059] <Design creation support method> Fig. 3A is a flowchart illustrating a design creation support method of the design creation support device 100 according to the first embodiment, and Fig. 3B is a subroutine flowchart for explaining the details of step S102 in Fig. 3A. The processing in Fig. 3A and Fig. 3B is realized by the CPU 110 executing a design creation support program. Fig. 4A is a schematic diagram illustrating a design proposal including a catchphrase aimed at men in their 30s, and Fig. 4B is a schematic diagram illustrating a design proposal including a catchphrase aimed at men in their 60s.

[0060] In the design creation support method of this embodiment, a design proposal including an advertising slogan is displayed according to the behavioral economics to be applied, and the user modifies the design proposal as necessary by changing the advertising information or the behavioral economics to be applied. By repeatedly displaying and modifying the design proposal, an advertising design (outline) that is close to the image the user (and ultimately the advertiser) has in mind can be obtained. The processing steps of the design creation support method are outlined below.

[0061] First, as shown in FIG. 3A, advertising information including the purpose of the advertisement is acquired (step S101). The input information acquisition unit acquires the purpose of the advertisement, the advertising angle, the target demographic, the inserted image, and the advertising medium. For example, assume that the purpose of the advertisement is "creating new needs" and the advertising angle is "forced recall of risks." Furthermore, the target demographic is men in their 30s or 60s, the inserted image is an image 300 of clothing (see FIG. 4A or 4B), and the advertising medium is a smartphone.

[0062] Next, advertisement design information is generated (step S102). The advertisement design creation unit 230 generates the advertisement design information based on the behavioral economics relationship between the advertisement information and the behavior or decision-making of the target of the advertisement.

[0063] 3B, the behavioral economics determination unit 235 determines the behavioral economics to be applied according to the advertising information (e.g., the purpose and perspective of the advertisement) (step S201). In the example of Table 1, the purpose and perspective of the advertisement are "creating new needs" and "forced recall of risk," respectively, so the behavioral economics to be applied is determined to be "loss aversion."

[0064] Alternatively, the behavioral economics to be applied can be selected based on user input, as described below.

[0065] Next, the advertisement design creation unit 230 selects a catchphrase for the advertisement based on the applied behavioral economics and the advertisement information (step S202). If the target demographic is men in their 30s, for example, a catchphrase such as "First time in Japan, limited quantities, so don't miss out!" is selected. On the other hand, if the target demographic is men in their 60s, for example, a catchphrase such as "If the size doesn't fit, we'll exchange it for free!" is selected.

[0066] Next, the advertisement creation algorithm unit 236 calculates the positions, sizes, etc. of the catch phrase and insert image to be displayed in the advertisement on the printing surface (screen) of the advertisement, and transmits the calculation results to the advertisement design creation unit 230. The advertisement design creation unit 230 generates a display layout of the advertisement catch phrase and insert image based on the calculation results by the advertisement creation algorithm unit 236 (step S203). The advertisement design creation unit 230 transmits advertisement design information including data of the catch phrase and insert image and their display layout to the design proposal presentation unit 240.

[0067] 3A, the advertisement design information is output (step S103). The design proposal presentation unit 240 generates an advertisement design proposal based on the advertisement design information generated by the advertisement design creation unit 230 in step S102, and controls the display to display an image of the design proposal.

[0068] For example, as shown in FIG. 4A, if the target demographic is men in their 30s, a design proposal 411 including an image of clothing 300 and a catchphrase 401 ("First time in Japan, limited quantities, so don't miss out!") is displayed on a display screen 501. On the other hand, as shown in FIG. 4B, if the target demographic is men in their 60s, a design proposal 412 including an image of clothing 300 and a catchphrase 402 ("If the size doesn't fit, we'll exchange it for free!") is displayed on a display screen 502. Thus, the user can check the behavioral economics to be applied and the catchphrase design proposals for each target (persona) demographic.

[0069] Furthermore, the design proposal presentation unit 240 can display the advertising information acquired by the input information acquisition unit, the behavioral economics to be applied, the eye-catchingness (not shown) of the clothing image 300, and the like on screens 501 and 502. For example, the area indicated by reference numeral 421 in FIG. 4A illustrates an example in which the target demographic is "men in their 30s," the advertising medium is "smartphones," and the behavioral economics to be applied is "loss aversion." Furthermore, the area indicated by reference numeral 422 in FIG. 4B illustrates an example in which the target demographic is "men in their 60s," the advertising medium is "smartphones," and the behavioral economics to be applied is "loss aversion."

[0070] Next, it is determined whether or not the advertisement design information needs to be revised (step S104). If the advertisement design information does not need to be revised (step S104: NO), the control unit 200 ends the process (END). On the other hand, if the advertisement design information needs to be revised (step S104: YES), the control unit 200 proceeds to the process of step S102.

[0071] The user can visually check and, if necessary, change the catch phrase, advertising information (e.g., target demographic, advertising medium, etc.), display layout, and applicable behavioral economics of the design proposal displayed by the design proposal presentation unit 240. The control unit 200 can accept user input as to whether or not the advertising design information needs to be revised, and can determine whether or not the advertising design information needs to be revised based on the input result.

[0072] Furthermore, if the advertisement design information needs to be modified, the control unit 200 can accept a change in the behavioral economics to be applied. The control unit 200 functions as a background selection unit, allowing the user to select a behavioral economics background. The user selects the desired behavioral economics by inputting it using the input device 150, for example. The behavioral economics determination unit 235 changes the behavioral economics to be applied based on the user input.

[0073] In this way, in the process of the flowchart shown in Figure 3A, advertising information including the purpose of the advertisement is acquired, advertising design information is generated based on the behavioral economics background determined according to the advertising information, and the generated advertising design information is output. In the process of generating advertising design information shown in Figure 3B, the behavioral economics to be applied is determined according to the advertising information, and a catchphrase for the advertisement is selected based on the applied behavioral economics. Then, advertising design information including the catchphrase for the advertisement and the display layout of the inserted image is generated.

[0074] (Variation) Figure 5A is a schematic diagram illustrating design ideas when the applied behavioral economics is reciprocity, Figure 5B is a schematic diagram illustrating design ideas when the applied behavioral economics is scarcity, and Figure 5C is a schematic diagram illustrating design ideas when the applied behavioral economics is the bandwagon effect.

[0075] In the above example, we described a case where one catchy slogan is presented depending on the advertising information and the behavioral economics to be applied, but in this modified example, we describe a case where one or more catchy slogans (candidates) are presented depending on the behavioral economics to be applied.

[0076] The following describes an example of designing an advertisement for a specific agricultural product (for example, XX strawberries produced in Sendai). When the behavioral economics to be applied is reciprocity, the advertisement design creation unit 230 selects, for example, "Made with great care" and "Produced in Sendai, invigorating Japan" as catch phrases. Next, the advertisement design creation unit 230 generates advertisement design information including these catch phrases and an inserted image (not shown) of the XX strawberry.

[0077] As shown in FIG. 5A, the design proposal presentation unit 240 displays an image of a design proposal 413 corresponding to the advertisement design information on the screen 503. In the eye-catching image area 301, an insert image of ○○ Strawberry that attracts the attention of people reading the advertisement is displayed. In addition, the suffix "[Reciprocity]" displayed at the end of each catchphrase in the catchphrase candidate list 403 indicates that the behavioral economics is a reciprocal catchphrase. In addition, in the area indicated by the symbol 423 on the screen 503, the applied behavioral economics (reciprocity) is displayed in gray.

[0078] The behavioral economics to be applied can also be changed by user input. For example, as shown in FIG. 5B, when the behavioral economics is changed to scarcity (see the area indicated by reference numeral 424), a list of candidate slogans 404 including, for example, "Take advantage of this limited-time offer" and "20% off now" is displayed.

[0079] Furthermore, a catchy slogan can be displayed in the eye-catching image area. When the behavioral economics to be applied is the bandwagon effect, the advertisement design creation unit 230 selects, for example, "Selling well now" as the catchy slogan. The advertisement design creation unit 230 generates advertisement design information including this catchy slogan and an inserted image of "○○ Strawberry." As shown in FIG. 5C, the design proposal presentation unit 240 displays an image of a design proposal 415 corresponding to the advertisement design information on the screen 505. The catchy slogan candidate list 405 is displayed in the eye-catching image area 303.

[0080] The design creation support device 100, the design creation support method, and the design creation support program according to the present embodiment described above have the following advantages.

[0081] The design creation support device 100 generates and outputs advertising design information, which is information related to the design of an advertisement, based on a behavioral economics background determined according to advertising information including the purpose of the advertisement. Therefore, the device can support the creation of an advertising design even if the user has little knowledge about advertising design. More specifically, the design proposal presentation unit 240 generates an advertisement design proposal based on the advertising design information, and the display displays the design proposal on screens 501-505, allowing the user to visually check the design proposal and make corrections.

[0082] (Second embodiment) In the first embodiment, a method for obtaining an outline of an advertisement that is closer to the advertiser's image by generating / modifying a design proposal according to advertising information and the applied behavioral economics is described. In the second embodiment, a method for obtaining an outline of an advertisement by inputting advertising information, generating, evaluating, and modifying a design proposal through a single screen is described. In the following, detailed description of the same configuration as in the first embodiment will be omitted to avoid duplication of explanation.

[0083] The control unit of this embodiment functions as an advertiser objective input unit, a user input unit, an advertisement design creation unit, a screen configuration database, a behavioral economics database, a catchphrase database, an image database, a behavioral economics determination unit, an advertisement creation algorithm unit, an advertisement design physical quantity calculation unit, and a design proposal presentation unit. These functions correspond to the advertiser objective input unit 210, the user input unit 220, the advertisement design creation unit 230, the screen configuration database 231, the behavioral economics database 232, the catchphrase database 233, the image database 234, the behavioral economics determination unit 235, the advertisement creation algorithm unit 236, the advertisement design physical quantity calculation unit 237, and the design proposal presentation unit 240 in the first embodiment, respectively.

[0084] FIG. 6 is a schematic diagram illustrating a screen configuration for inputting advertising information, generating, evaluating, and correcting a design proposal on one screen in the design creation support device of the second embodiment.

[0085] In this embodiment, the advertising design physical quantity calculation unit calculates, for example, physical quantities (indexes) related to the color scheme of the components in addition to the eye-catching features of the components. The design proposal presentation unit controls the display of the brand owner display area 600, the promotion display area 700, the physical quantity display area 800, and the evaluation result display area 900 in addition to the display of the design proposal 410 and the applied behavioral economics 420. The design proposal presentation unit 240 can omit some of these displays or can add other displays.

[0086] Design proposal 410 corresponds to design proposals 411 to 415 in the first embodiment. Applied behavioral economics 420 corresponds to the domains of behavioral economics to which reference numerals 421 and 422 in FIGS. 4A and 4B of the first embodiment apply, and the domains of behavioral economics to which reference numerals 423 to 425 apply in FIGS. 5A to 5C. To avoid repetition, detailed explanations of design proposal 410 and applied behavioral economics 420 will be omitted here.

[0087] The brand owner display area 600 is an area for displaying the advertiser's name, brand logo, etc. By displaying the advertiser's name, logo, etc. in an easily visible position at the top of the screen 500, the user creating the design can easily identify the advertiser and brand.

[0088] The promotion display area 700 is an area for displaying promotions and appeal points based on behavioral economics. For example, suppose a user inputs "I want you to buy XX strawberries" and "brand" as the purpose of the advertisement. For "I want you to buy XX strawberries," "reciprocity" corresponds as the means (applied behavioral economics) (see the dark gray area in the figure).

[0089] Furthermore, for the advertising objective of "We want you to buy XX strawberries," multiple angles can be considered, such as "essential aspects of people." By stacking multiple angles for the objective for each advertising trial, a hierarchical structure is formed (a hierarchy of trial building blocks).

[0090] In design proposal 410, reciprocity corresponds to the catchphrase "Raised with great care" (see the arrow in the figure). Present bias corresponds to the catchphrase "Apply now and win XX beef."

[0091] The physical quantity display area 800 is an area for displaying the physical quantities calculated by the advertisement design physical quantity calculation unit. The physical quantity display area 800 includes an insert image display area 810 and an attractiveness map display area 820. The attractiveness map display area 820 is an area for displaying an attractiveness map (not shown) when the insert image is displayed in the eye-catching image area. The attractiveness map is a graph that visualizes the magnitude of the attractiveness value corresponding to each pixel of the insert image, for example, by expressing it using different colors or shades of gray. By checking the attractiveness map, the user can evaluate the attractiveness of the insert image in the advertisement.

[0092] The evaluation result display area 900 is an area for displaying the physical quantities (evaluation results) calculated by the advertisement design physical quantity calculation unit. The evaluation results, for example, relate to the color scheme of the inserted image and can be displayed as a table, graph, or the like. By checking the evaluation results, the user can evaluate and verify the effectiveness of the inserted image in the advertisement.

[0093] The design creation support device of this embodiment described above has the following advantages in addition to the advantages of the first embodiment.

[0094] The purpose of the ad, the ad copy, the inserted image, the behavioral economics corresponding to the purpose of the ad, and the physical quantities are all displayed on the same screen, allowing users to create ad designs while overlooking these components. This makes the entire process of creating ad designs visible, and even if changes to the copy or design occur, it is easy to see what will happen. These components can also be used as materials (evidence) when users propose ad designs to advertisers.

[0095] Furthermore, by using the design creation support device, users can easily and quickly create advertising designs that match the purpose of the advertisement. Therefore, the design creation support device can be used not only to support advertising designers and advertising directors in creating advertising designs, but also to support advertisers in creating their own advertising designs.

[0096] (Third embodiment) In the first and second embodiments described above, a case where behavioral economics is determined from the purpose of advertising based on the correspondence between the purpose of advertising and the behavioral economics stored in the behavioral economics database is described. In the third embodiment, a case where behavioral economics is determined from the purpose of advertising using statistics is described. In the following, to avoid duplication of explanation, detailed explanations of the same configuration as in the first embodiment will be omitted.

[0097] FIG. 7 is a diagram illustrating examples of advertising catchphrases and inquiry rates for each recipient persona.

[0098] The control unit of the design creation support device in this embodiment functions as an advertiser objective input unit, a user input unit, an advertisement design creation unit, a screen configuration database, a behavioral economics database, a catchphrase database, an image database, a behavioral economics determination unit, an advertisement creation algorithm unit, an advertisement design physical quantity calculation unit, and a design proposal presentation unit. These functions correspond to the advertiser objective input unit 210, user input unit 220, advertisement design creation unit 230, screen configuration database 231, behavioral economics database 232, catchphrase database 233, image database 234, behavioral economics determination unit 235, advertisement creation algorithm unit 236, advertisement design physical quantity calculation unit 237, and design proposal presentation unit 240 in the first embodiment, respectively.

[0099] In this embodiment, the behavioral economics determination unit does not determine behavioral economics based on the correspondence between the purpose of the advertisement and the behavioral economics stored in the behavioral economics database, but rather determines the optimal behavioral economics by calculating the posterior probability obtained from Bayes' theorem in statistics.

[0100] For example, let us classify the candidates in behavioral economics as H1, H2, …, H k In addition, let A be the case where the advertisement based on these behavioral economics candidates is successful. The behavioral economics decision unit uses Bayesian estimation to determine the behavioral economics H that causes the advertisement to be successful. i Calculate each behavioral economics H1, H2, ..., H k are independent causes, and in the addition theorem of probability theory, H1∪H2∪…∪H k If we can consider it to be a null event that never occurs, then the following equation (1) can be applied to behavioral economics as a conditional probability using Bayesian estimation.

[0101] P(H i |A)=P(H i )·P(A|H i ) / (ΣP(H i )·P(A|H i )) … (1) Here, P(H i ) is a behavioral economicsi is the prior probability of P(A|H i ) is a behavioral economics i is the conditional probability of A if advertising by i |A) is P(A|H i ) is the inverse conditional probability of A if the advertising is successful. i The behavioral economics decision part represents the contribution of H1, H2, ..., H k The behavioral economics to be applied is determined based on the calculated value of . The above formula (1) can be regarded as a discrete probability distribution. Therefore, the behavioral economics decision unit determines the maximum posterior probability H i may be configured to select

[0102] The most important thing for users and advertisers is that their ads are successful. The "inverse conditional probability" mentioned above is used as an important indicator in investigating the causes of ads' success.

[0103] The success of an advertisement can be confirmed by receiving conversions, such as the inquiry rate (or number of inquiries) from people who read the advertisement, after the advertisement is sent to the target demographic. The input device 150 and the control unit function as a result receiving unit and receive the conversions of the advertising campaign to the advertising objective. Furthermore, the above-mentioned "inverse conditional probability" is thought to vary for each target (persona). Therefore, it is important to break down and analyze the events for each target.

[0104] For example, as shown in Figure 7, the inquiry rate is tallied for each catchphrase when the advertising recipient persona (target demographic) is men in their 20s and men in their 40s. The behavioral economics decision unit determines that the higher the inquiry rate as a conversion, the higher the success of the advertisement, and the lower the inquiry rate, the lower the success of the advertisement.

[0105] Another possible approach to exploring the possibility of successful behavioral economics is to deliberately apply behavioral economics, which has very little data and high variance, to create advertisements and then check whether the advertisements are successful or not.

[0106] In addition, in digital advertising, behavioral economics H s , H t , H u It is also easy to try combining these.

[0107] Furthermore, since the behavioral economics determination unit of this embodiment employs a method for determining the behavioral economics to be applied by estimation, it is not always possible to determine the optimal behavioral economics, but it is possible to improve the estimation accuracy of the behavioral economics to be applied by Bayesian estimation. In order to further improve the estimation accuracy and increase the probability of advertising success, the behavioral economics determination unit may be configured to feed back observed data.

[0108] Typically, when an advertiser advertises an event, it is often unknown what type of advertisement will resonate with consumers, and it is assumed that the behavioral economics determination unit often does not have prior information on which behavioral economics to apply. In this case, the probability (prior probability) that an advertisement will be successful depending on the behavioral economics applied can be considered to be uniform across multiple behavioral economics. Therefore, the input device 150 can be configured to allow a user such as an advertiser or advertising designer to subjectively select a behavioral economics to apply. Alternatively, the behavioral economics determination unit can be configured to prepare prior probability data as defaults in the auxiliary storage device 140 and determine the behavioral economics determined to be optimal from among the defaults.

[0109] Furthermore, when determining the behavioral economics to be applied using Bayesian estimation, the behavioral economics decision unit can be configured to learn the success or failure of the advertisements that have been placed. In other words, the posterior probability, which is knowledge about the success or failure obtained from the first advertisement, is used as a prior probability when placing the second advertisement, thereby determining the behavioral economics to be applied. In this way, the behavioral economics decision unit can update the probability that an advertising campaign will be successful when a certain behavioral economics is applied, based on observed data.

[0110] The behavioral economics decision unit continues learning the above-mentioned content each time an advertisement is placed, and grasps the transition of the posterior probability of success or failure based on the results of the advertisement success or failure. As a result, the design creation support device can, for example, urge the user to reconsider the policy regarding the advertising method if the probability of advertisement failure seems to be increasing.

[0111] Below, we will explain an example in which the design creation support device determines whether or not to send an advertisement from the perspective of profit and loss, based on the results of the advertisement's success or failure. Fig. 8 is a diagram illustrating advertising expenses and estimated amounts of lost sales (hereinafter referred to as "lost sales amount") when an advertisement is sent and when it is not sent. Fig. 9 is a diagram illustrating expected losses and the results of the determination of whether or not to send an advertisement, for when an advertisement is sent and when it is not sent.

[0112] As shown in Figure 8, in terms of lost sales, if the advertisement is assumed to be a failure (YES), and the advertisement is not sent, the lost sales amount will be 0 yen; however, if the advertisement is not assumed to be a failure (NO), i.e., the advertisement is assumed to be successful, and the advertisement is not sent, the lost sales amount will be 2 million yen. On the other hand, regardless of whether the advertisement is successful or not, if the advertisement is not sent, there will be no advertising costs. Also, in terms of lost sales, if the advertisement is assumed to be a failure (YES), and the advertisement is sent, the lost sales amount will be 100,000 yen; however, if the advertisement is assumed to be a success (NO), and the advertisement is sent, the lost sales amount will be 0 yen. On the other hand, if the advertisement is sent, regardless of whether the advertisement is successful or not, the advertising costs will be 500,000 yen.

[0113] Assume the posterior probabilities for the first through third advertisements are as follows: for the first advertisement, the probability of the advertisement failing and succeeding is 0.1 and 0.9, respectively; for the second advertisement, the probability of the advertisement failing and succeeding is 0.25 and 0.75, respectively; and for the third advertisement, the probability of the advertisement failing and succeeding is 0.75 and 0.25, respectively.

[0114] The control unit of the design creation support device calculates the expected loss amount based on the lost sales amount, advertising cost, and posterior probability in Figure 8. The expected loss amount is the probability of advertising failure × total cost + the probability of advertising success × total cost. The specific calculation results are as follows: The total cost is the lost sales amount + advertising cost for both the case where the advertising fails and the case where it is successful.

[0115] (1) First session (1-1) Expected loss if no advertising is sent: 0.1 x 0 yen + 0.9 x 2 million yen = 1.8 million yen (1-2) Expected loss when advertising: 0.1 x 600,000 yen + 0.9 x 500,000 yen = 510,000 yen (2) Regarding the second session (2-1) Expected loss if no advertising is sent: 0.25 x 0 yen + 0.75 x 2 million yen = 1.5 million yen (2-2) The expected loss from advertising is 0.25 x 600,000 yen + 0.75 x 500,000 yen = 525,000 yen (3) Regarding the third session (3-1) Expected loss if no advertising is sent: 0.75 x 0 yen + 0.25 x 2 million yen = 500,000 yen (3-2) The expected loss from advertising is 0.75 x 600,000 yen + 0.25 x 500,000 yen = 575,000 yen The control unit calculates the expected loss amount for each advertisement based on the loss amount of sales, advertising costs, and posterior probability when the advertisement is sent and when it is not sent, and determines whether to send the advertisement from the perspective of profit and loss based on the calculation result of the expected loss amount. The loss amount of sales and advertising costs when the advertisement is sent and when it is not sent are pre-stored in the auxiliary storage device 140. In the example shown in Fig. 9, after the third advertisement, the expected loss amount when the advertisement is sent is greater than the expected loss amount when the advertisement is not sent, so the design creation support device issues a warning before placing the fourth advertisement.

[0116] The design creation support device of this embodiment described above has the following advantages in addition to the advantages of the first and second embodiments.

[0117] The behavioral economics determination unit determines the optimal behavioral economics to apply using Bayesian estimation, so it can determine the behavioral economics to apply even for advertising purposes for which a correspondence with behavioral economics is not stored in the behavioral economics database. The behavioral economics database is updated according to the estimation results from multiple advertisement transmissions.

[0118] The present invention is not limited to the above-described embodiments, but can be modified in various ways within the scope of the claims.

[0119] For example, the design proposal presentation unit can arbitrarily set the display / non-display of the advertising catchphrase, inserted image, advertising purpose, applied behavioral economics, and physical quantities related to the components of the advertisement, depending on the stage and purpose of design creation.

[0120] In addition, the results of the success or failure of advertisements can be stored in a database, and the past results of success or failure can be used as a posterior probability distribution to improve the design proposals for future advertisements, for example by Bayesian estimation of the conditional prior probability of the display layout of a catchphrase.

[0121] The advertising design support program may be provided on a computer-readable recording medium such as a USB memory, flexible disk, or CD-ROM, or may be provided online via a network such as the Internet. In this case, the program recorded on the computer-readable recording medium is typically transferred and stored in memory, storage, or the like. The advertising design support program may be provided, for example, as standalone application software, or may be incorporated into the software of each device as a function of the server.

[0122] In addition, in the embodiments, part or all of the processing executed by the program may be replaced with hardware such as a circuit.

[0123] This application is based on Japanese Patent Application No. 2021-092732, filed on June 2, 2021, the disclosure of which is incorporated by reference in its entirety. [Explanation of symbols]

[0124] 100 design creation support device, 110 CPUs, 120 RAM, 130 ROMs, 140 Auxiliary storage, 150 input devices, 160 display device, 170 communication devices, 200 control section, 210 advertiser purpose input unit, 220 user input section, 230 Advertising Design Creation Department, 231 Screen Configuration Database, 232 Behavioral Economics Database, 233 catchphrase database, 234 image database, 235 Behavioral Economics Decision Section, 236 Advertising Algorithm Department, 237 Advertising Design Physical Quantity Calculation Department, 240 Design proposal presentation department.

Claims

1. A design creation support device that supports the creation of designs for design objects including advertisements or publications, an input information acquisition unit that acquires input information including a purpose of the design object; a design information generation unit that generates design information, which is information about the design of the design object, based on the behavioral economics background determined in accordance with the input information; an output unit that outputs the design information generated by the design information generation unit; A database that stores behavioral economics background corresponding to the purpose of the design object; a behavioral economics determination unit that uses the database to search for a behavioral economics background corresponding to the purpose of the design object and determines the behavioral economics background to be applied; A design creation support device, wherein the behavioral economics background is at least one of the bandwagon effect, the Zajonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the MAYA theory, the paradox of choice, undermining, gamification, and prospect theory.

2. A design creation support device that supports the creation of designs for design objects including advertisements or publications, an input information acquisition unit that acquires input information including a purpose of the design object; a design information generation unit that generates design information, which is information about the design of the design object, based on the behavioral economics background determined in accordance with the input information; an output unit that outputs the design information generated by the design information generation unit; A design creation support device having a behavioral economics determination unit that determines the behavioral economics background to be applied depending on the purpose included in the input information.

3. The output unit a design proposal presentation unit that generates a design proposal for the design object based on the design information; 3. The design creation support device according to claim 1, further comprising a display unit that displays a design proposal for the design object.

4. The design creation support device according to any one of claims 1 to 3, wherein the input information acquisition unit further acquires at least one of an aspect of the design object, a target demographic, an image to be inserted into the design object, and an application medium as the input information.

5. The design creation support device according to claim 4 , wherein the application medium is a print medium or a digital medium.

6. 2. The design creation support device according to claim 1, wherein the behavioral economics determination unit interprets the text content of the purpose of the design object and determines the behavioral economics background to be applied based on the interpretation result.

7. 7. The design creation support device according to claim 1, wherein the design information generation unit selects a catchphrase for the design object based on the determined background, and generates the design information including the catchphrase and a display layout of the catchphrase.

8. A design creation support device that supports the creation of designs for design objects including advertisements or publications, comprising: an input information acquisition unit that acquires input information including a purpose of the design object; a design information generation unit that generates design information, which is information about the design of the design object, based on the behavioral economics background determined in accordance with the input information; an output unit that outputs the design information generated by the design information generation unit; a background selection unit that allows a user to select the behavioral economics background to be applied; The behavioral economics background is at least one of the bandwagon effect, the Zajonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the Maya theory, the paradox of choice, undermining, gamification, and prospect theory; The design information generation unit selects a catchphrase for the design object based on the selected background, and generates the design information including the catchphrase and a display layout of the catchphrase.

9. 4. The design creation support device according to claim 3, further comprising a design physical quantity calculation unit that calculates physical quantities related to the display of said design plan.

10. The design creation support device according to claim 9 , wherein the physical quantity includes at least one of an eye-catching degree and a hue.

11. the design information generation unit generates a display layout for displaying the purpose of the design object, a catchphrase for the design object, an image to be inserted into the design object, a behavioral economics background corresponding to the purpose of the design object, and the physical quantity on the same screen; 10. The design creation support device according to claim 9, wherein the output unit displays the purpose of the design object, a catchphrase for the design object, an image to be inserted into the design object, a behavioral economics background corresponding to the purpose of the design object, and the physical quantity on the same screen.

12. 12. The design creation support device according to claim 1, further comprising a result accepting unit that accepts a conversion of a campaign for the design object with respect to the purpose of the design object.

13. A design creation support method for supporting the creation of designs of design objects including advertisements or publications, comprising: (a) obtaining input information including a purpose for the design object; a step (b) of generating design information, which is information relating to the design of the design object, based on the behavioral economics background determined in accordance with the input information; a step (c) of outputting the design information generated in the step (b); and (d) using a database storing behavioral economics backgrounds corresponding to the purpose of the design object to search for behavioral economics backgrounds corresponding to the purpose of the design object and determine the behavioral economics background to be applied; The design creation support method, wherein the behavioral economics background is at least one of the bandwagon effect, the Zajonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the Maya theory, the paradox of choice, undermining, gamification, and prospect theory.

14. A design creation support method for supporting the creation of designs of design objects including advertisements or publications, comprising: (a) obtaining input information including a purpose for the design object; a step (b) of generating design information, which is information relating to the design of the design object, based on the behavioral economics background determined in accordance with the input information; a step (c) of outputting the design information generated in the step (b); and (d) determining the behavioral economics background to be applied in accordance with the purpose included in the input information.

15. A design creation support method for supporting the creation of designs of design objects including advertisements or publications, comprising: (a) obtaining input information including a purpose for the design object; a step (b) of generating design information, which is information relating to the design of the design object, based on the behavioral economics background determined in accordance with the input information; a step (c) of outputting the design information generated in the step (b); and (d) allowing a user to select the behavioral economics context to be applied; The behavioral economics background is at least one of the bandwagon effect, the Zajonc effect, the Veblen effect, the halo effect, the Windsor effect, loss aversion, the brimming effect, confirmation bias, the anchoring effect, the status quo bias, the endowment effect, scarcity, the zincpilion effect, authority, liking, social proof, consistency, reciprocity, intellectual curiosity, the application of affordances, the Maya theory, the paradox of choice, undermining, gamification, and prospect theory; In the step (b), a catchphrase for the design object is selected based on the selected background, and the design information including the catchphrase and a display layout of the catchphrase is generated.

16. A design creation support program for causing a computer to execute the processes included in the design creation support method according to any one of claims 13 to 15.

Images