视觉营销下购物类网站页面设计的研究

发布时间：2018-05-14 12:27

本文选题：购物网站页面设计 + 网站转化率　；参考：《天津工业大学》2017年硕士论文

【摘要】：随着互联网技术的迅速发展,购物网站越来越深得人们的青睐。而网站页面设计是用户对网站的第一印象,也是影响用户体验的一个重要因素。不论是从商家盈利的角度还是从用户需求的角度出发,对购物网站页面视觉设计的研究和探索都显得十分重要。此外,随着时代的不断进步,人们的审美要求也在不断提高,对购物网站页面设计的艺术性需求也越来越高。这就要求商家和设计师在兼顾网站转化率的同时,要注重网站给予用户更高层次的沉浸体验。本文以视觉营销为切入点,对购物网站及购物网站页面的设计进行了分析与研究。通过查阅大量书籍、文献资料,并对其进行整理、分析,从交叉学科视觉营销理论、消费者心理学、网页视觉设计等视角进行综合研究。从购物网站页面设计的相关理论基础,如格式塔心理学、设计美学、符号学等方面对其进行了解读,强调了页面的视觉效果给用户带来的情感效应和操作体验对电商网站商品销售的影响。通过对一些成熟的国内外购物网站的案例研究分析,找到页面设计应遵循的一些相关原则和形式手法运用的艺术。以本人的网站设计项目为研究对象,系统地对购物网站页面的视觉元素进行了梳理,提出购物网站页面内容要精简,形式要简洁,视觉元素应该朝着图形化、符号化的方向发展,要注重网站易用性和交互性的研究,强调了功能上的设计,并分析了购物网站的现状与发展趋势。
[Abstract]:With the rapid development of Internet technology, shopping websites are getting more and more popular. The design of website page is the first impression of the user and an important factor influencing the user experience. It is very important to study and explore the visual design of shopping website pages, whether from the perspective of business profit or from the point of view of users' needs. In addition, with the continuous progress of the times, people's aesthetic requirements are also increasing, and the demand for the design of shopping website pages is also increasing. This requires merchants and designers to give users a higher level of immersion experience while taking into account the conversion rate of websites. Based on visual marketing, this paper analyzes and studies the design of shopping website and shopping website page. Through consulting a large number of books, literature materials, arranging and analyzing them, a comprehensive study is carried out from the perspective of cross-disciplinary visual marketing theory, consumer psychology, web visual design and so on. From the shopping website page design related theoretical basis, such as Gestalt psychology, design aesthetics, semiotics and other aspects of its interpretation, This paper emphasizes the influence of the visual effect of the page to the users and the influence of the operation experience on the merchandise sales of the e-commerce website. Through the case study and analysis of some mature shopping websites at home and abroad, this paper finds out the art of using some relevant principles and formal methods that should be followed in page design. Taking my website design project as the research object, this paper systematically combs the visual elements of the shopping website page, and points out that the content of the shopping website page should be simplified, the form should be concise, and the visual element should be graphical. In the direction of symbolization, we should pay attention to the study of usability and interactivity of websites, emphasize the design of functions, and analyze the present situation and development trend of shopping websites.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP393.092

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