Innovative interactive design that empowers global brand visual communication with immersive technology (AR/VR) from the perspective of using and satisfying theories 
Li Yunzhe

Taylor's University Malaysia，1 Jln Taylors Subang Jaya Selangor Malaysia, 47500;

Abstract: Starting from the classic "Use and Fit Theory" in communication studies, this article comprehensively analyzes how enhancing immersive technologies such as reality and virtual reality can innovate the visual communication and interaction design of global brands. The research first sorts out the technical characteristics of AR/VR and the core propositions of the U&G theory. This laid a theoretical foundation for analyzing how immersive experiences fit users' cognitive, emotional and social needs. Then, by dissecting the successful cases and user experience data of global brands such as Nike and Coca-Cola, the key mechanism of immersive interaction design in enhancing brand appeal, interaction depth and user fit was explored. The research has proposed a design optimization strategy and cross-platform integration path centered on user needs, providing a practical framework and future outlook for brands to build deep and empathetic consumer relationships in the digital age.

KeyWords: Innovative interactive design; global brand visual communication; immersive technology; satisfying theories

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