目 錄
第1章　裝修基礎(chǔ)篇............................................................................................1
1.1　拍攝事項 ..........................................................................................................................2
1.1.1　拍攝基本知識 .......................................................................................................2
1.1.2　拍攝腳本與流程 .................................................................................................25
1.1.3　視頻應(yīng)用 .............................................................................................................37
1.2 收集素材 ..........................................................................................................................38
1.2.1　確定圖片要求 .....................................................................................................38
1.2.2　搜索方法 .............................................................................................................38
1.2.3　歸類存儲 .............................................................................................................49
1.3　圖片處理 ........................................................................................................................41
1.4　發(fā)布上傳 ........................................................................................................................49
1.4.1　圖片切片流程 .....................................................................................................49
1.4.2　圖片空間的使用 .................................................................................................58
本章習(xí)題 .................................................................................................................................66
第2章 頁面設(shè)計篇..........................................................................................67
2.1　首頁設(shè)計 ........................................................................................................................68
2.1.1　店鋪首頁核心功能 ............................................................................................68
2.1.2　首頁裝修的作用 .................................................................................................68
2.1.3　店鋪首頁布局 .....................................................................................................71
2.1.4　頁頭設(shè)計 .............................................................................................................81
2.1.5　頁中設(shè)計 .............................................................................................................85
2.1.6　頁尾設(shè)計 ...........................................................................................................102
2.2　詳情頁設(shè)計 ..................................................................................................................105
2.2.1　詳情頁的重要性 ...............................................................................................105
2.2.2　詳情頁尺寸 .......................................................................................................107
2.2.3　詳情頁制作流程 ...............................................................................................108
2.2.4　詳情頁文案采集與分析 ...................................................................................108
2.2.5　詳情頁設(shè)計模塊 ............................................................................................... 116
2.2.6　詳情頁模塊排序方法 .......................................................................................131
2.3 專題頁設(shè)計 ....................................................................................................................139
2.3.1 專題頁的作用 .....................................................................................................139
2.3.2 專題頁的設(shè)計思路 .............................................................................................143
2.3.3 專題頁的設(shè)計執(zhí)行 .............................................................................................150
2.3.4 特別注意事項 .....................................................................................................155
本章習(xí)題 ...............................................................................................................................156
第3章　圖片設(shè)計篇...................................................................................... 158
3.1　圖片設(shè)計的基本方法 ..................................................................................................159
3.1.1　色彩篇 ...............................................................................................................159
3.1.2　字體篇 ...............................................................................................................167
3.1.3　構(gòu)圖篇 ...............................................................................................................172
3.2　廣告圖片的設(shè)計標準和制作步驟 ..............................................................................177
3.2.1　廣告圖片的設(shè)計標準 .......................................................................................177
3.2.2　廣告圖片的制作步驟 .......................................................................................185
3.3 網(wǎng)店常用圖片設(shè)計 ........................................................................................................198
3.3.1　主圖設(shè)計 ...........................................................................................................198
3.3.2　顏色圖設(shè)計 .......................................................................................................206
3.3.3　店內(nèi)海報圖設(shè)計 ............................................................................................... 211
3.3.4　直通車圖設(shè)計 ...................................................................................................217
3.3.5　活動圖片設(shè)計 ...................................................................................................223
3.3.6　智鉆展位圖片設(shè)計 ...........................................................................................228
本章習(xí)題 ...............................................................................................................................235
第4章　旺鋪網(wǎng)店裝修篇..............................................................................236
4.1　旺鋪版本介紹 ..............................................................................................................237
4.2　淘寶旺鋪PC端裝修 .....................................................................................................237
4.2.1　PC懸浮導(dǎo)航 ......................................................................................................237
4.2.2　自定義頁多端同步 ...........................................................................................239
4.3　淘寶旺鋪手機端裝修 ..................................................................................................241
4.3.1　視頻導(dǎo)購 ...........................................................................................................241
4.3.2　標簽圖 ...............................................................................................................245
4.3.3　頁面優(yōu)化對比 ...................................................................................................247
4.3.4　千人千面 ...........................................................................................................249
4.3.5　首頁鎮(zhèn)店必買視頻 ...........................................................................................252
4.3.6　電梯導(dǎo)航 ...........................................................................................................253
4.3.7　定向模塊 ...........................................................................................................255
4.3.8　微淘精選 ...........................................................................................................256
4.3.9　淘寶群 ...............................................................................................................257
4.3.10　買家秀 .............................................................................................................258
本章習(xí)題 ...............................................................................................................................258
第5章　視覺優(yōu)化篇......................................................................................259
5.1　視覺優(yōu)化邏輯 ..............................................................................................................260
5.1.1　優(yōu)化思路 ...........................................................................................................260
5.1.2　視覺數(shù)據(jù)優(yōu)化模型 ...........................................................................................261
5.2　優(yōu)化主圖點擊率 ..........................................................................................................262
5.2.1　主圖點擊率解讀 ...............................................................................................262
5.2.2　受眾需求分析 ...................................................................................................262
5.2.3　主圖賣點呈現(xiàn) ...................................................................................................264
5.2.4　主圖優(yōu)化效果評估 ...........................................................................................265
5.2.5　案例：使用CAHA模型優(yōu)化水果類目商品主圖............................................266
5.3　優(yōu)化詳情頁轉(zhuǎn)化率 ......................................................................................................270
5.3.1　商品轉(zhuǎn)化率解讀 ...............................................................................................270
5.3.2　消費需求挖掘 ...................................................................................................270
5.3.3　詳情頁呈現(xiàn)內(nèi)容優(yōu)化 .......................................................................................271
5.3.4　詳情頁優(yōu)化效果評估 .......................................................................................272
5.3.5　案例：使用CAHA模型優(yōu)化水果類目商品詳情頁........................................273
5.4　優(yōu)化首頁動線布局 ......................................................................................................278
5.4.1　網(wǎng)店頁面的動線數(shù)據(jù)分析 ...............................................................................279
5.4.2　網(wǎng)店頁面的布局調(diào)整方法 ...............................................................................281
5.4.3　網(wǎng)店首頁優(yōu)化效果的評估方法 .......................................................................282
本章習(xí)題 ...............................................................................................................................284