Research on Visual Communication Effect of Advertising Art Design Based on Fractal Geometry

Fractal geometry is based on mathematical geometry, and the full application of computer technology makes it a strong competitive advantage in advertising design. In this paper, based on the development and application of fractal geometry and fractal graphics in the field of art, it is proposed to incorporate fractal geometry in advertising art design. The algorithm for generating fractal graphics, the Iterative Function System (IFS), has been selected. Based on the iterative function system, a fractal graphic generation algorithm based on Markov chains is proposed, and the Markov chain algorithm is used to regulate the effect of fractal graphic generation. The color assignment rules are combined with fractal graphics to innovate the visual communication effect of advertising art design and improve its effectiveness. Using audience survey data, the visual communication effect of advertising art designs composed of fractal geometric shapes is analyzed. More than 80% of the audience think that advertising art designed with fractal geometries is more prominent than traditional advertisements in terms of visual communication. The survey on men’s and women’s favoritism shows that the pattern color (brightness, purity, hue), size, density of arrangement, angle of inclination, and base color (brightness, purity, hue) all affect consumers’ preference for the overall design effect of the advertisement pattern to different degrees. The use of fractal geometry to design advertising content needs to be combined with the market’s need for innovative design.