IMPLEMENTATION OF INTERACTIVE ELEMENTS IN ADVERTISING INFOGRAPHICS

Abstract

Interactive components in advertising infographics play a crucial role in enhancing audience engagement and the effectiveness of communication strategies. This issue is relevant due to the need to adapt traditional advertising approaches to modern digital formats, which require dynamic user interaction. The aim of this study is to analyse the impact of interactive tools on the effectiveness of advertising infographics and to develop recommendations for optimizing marketing communications. The objectives include studying the theoretical foundations of interactivity, evaluating examples of digital infographics, analysing the advantages and disadvantages of interactive components, and developing methodological recommendations for creating effective informational materials. Special attention is paid to compositional principles such as visual hierarchy and the use of animation effects, which influence the communicative value of infographics. The study employs quantitative and qualitative content analysis, comparative analysis, design methods, and testing of interactive models. It has been established that modern technologies such as augmented reality, big data, machine learning, and animated graphics significantly enhance the effectiveness of interactive infographics. The effectiveness of dynamic components depends on the context and audience specificity, particularly through personalized interactive methods. Critical success factors include the adaptability of interactive elements to different devices and the consideration of cultural characteristics. Based on the analysis, recommendations have been developed for optimizing the use of interactive elements. Prospects for further research include expanding the application of interactive components in various fields of visual communication, which will contribute to improving user experience and increasing the effectiveness of advertising strategies in the digital environment.