Taking　many　excellent　works　of　interactive　design　at　home　and　abroad　as　examples,　this　article　chooses　the　user　experience　as　the　study　object,　combines　with　some　basic　theories　and　takes　some　relevant　literature　as　reference　to　comparatively　analyze　the　previous　successful　interactive　design　cases.　Combining　with　theories　and　practices,　the　author　summarizes　the　functions　and　the　design　features　of　the　interactive　design　in　brand　advertising.　©　2015　Taylor　&　Francis　Group,　London.