国内团购网页的视觉传达设计研究

发布时间：2018-03-17 12:23

本文选题：团购网页　切入点：页面设计　出处：《河北师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前，团购网站竞争日渐白热化，为使网站具有好的视觉形象，各大网站纷纷打起广告大战，这其中网站页面的视觉设计效果起到了关键性作用。作为团购品牌推广传播的基础要素，网站视觉设计对于品牌形象塑造十分重要。随着消费者审美能力的不断提高，团购网站页面设计不再仅仅局限于技术层面，更多向美感化及艺术化转变。在团购网站兴起之初，或许由于成本控制及人为因素等原因，网站版面设计无法专业化、艺术化。但纵观目前国内团购网站的现状，网站的视觉设计效果并未在其品牌竞争中起到的重要作用。作为提高团购网站之间竞争的有效手段之一，我国的团购网站在视觉效果方面急需提升。本文通过对团购网站的页面设计现状进行系统分析，，指出国内团购网站页面设计中存在的问题，即主要涉及到用户界面、设计文本、交互方式三个方面。并从设计心理学、艺术设计学和营销学多个角度，提出个人关于网站视觉设计的研究观点，用以解决国内团购网站页面设计存在的缺陷。强调团购网站的页面设计应树立独特的品牌形象，坚持视觉品牌设计原则，充分考虑到当下时尚的网络新媒体特性。本文参考视知觉的理论研究，将美学和视觉传达设计原理相结合，从视觉角度入手，分析大众浏览团购网站页面及接受网站视觉信息的相关流程。以相关理论知识为平台，深入分析并总结出从设计与美学角度制作团购网站页面的方法，以提高对团购网站建设的理性认识。最终的研究目的，是为国内团购网站的页面设计提供一种全新的分析视角及理论依据。
[Abstract]:At present, the competition of group buying websites is becoming more and more intense. In order to make the websites have a good visual image, all the major websites have started advertising wars one after another. The visual design effect of website page plays a key role. As the basic element of brand promotion and communication, website visual design is very important for brand image shaping. Group purchase website page design is no longer limited to the technical level, more to the aesthetic and artistic transformation. At the beginning of the rise of group-buying websites, perhaps due to cost control and human factors, the layout of websites could not be specialized and artistically designed. But looking at the current situation of domestic group-buying websites, The visual design effect of website has not played an important role in the brand competition. As one of the effective means to improve the competition among group purchase websites, the group purchase websites in our country are in urgent need of improving the visual effect. Through the systematic analysis of the present situation of the page design of the group purchase website, this paper points out the problems existing in the page design of the group purchase website in China, that is, it mainly involves the user interface, the design text, the interaction mode, and from the design psychology, the paper points out the existing problems in the design of the group purchase website. In order to solve the defects in the design of group purchase website in China, the author puts forward his own viewpoints on the visual design of website from the angles of art design and marketing, and emphasizes that the page design of group purchase website should set up a unique brand image. Adhere to the principles of visual brand design, fully taking into account the current fashion of the new network media characteristics. Referring to the theoretical study of visual perception, this paper combines aesthetics with the design principle of visual communication, analyzes the relevant flow of mass browsing website pages and receiving visual information from a visual perspective. In order to improve the rational understanding of group purchase website construction, this paper analyzes and summarizes the methods of making group purchase website page from the angle of design and aesthetics. It is to provide a brand-new analysis angle and theoretical basis for the page design of the domestic group purchase website.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP393.092

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