目 录
第1章　装修基础篇............................................................................................1
1.1　拍摄事项 ..........................................................................................................................2
1.1.1　拍摄基本知识 .......................................................................................................2
1.1.2　拍摄脚本与流程 .................................................................................................25
1.1.3　视频应用 .............................................................................................................37
1.2 收集素材 ..........................................................................................................................38
1.2.1　确定图片要求 .....................................................................................................38
1.2.2　搜索方法 .............................................................................................................38
1.2.3　归类存储 .............................................................................................................49
1.3　图片处理 ........................................................................................................................41
1.4　发布上传 ........................................................................................................................49
1.4.1　图片切片流程 .....................................................................................................49
1.4.2　图片空间的使用 .................................................................................................58
本章习题 .................................................................................................................................66
第2章 页面设计篇..........................................................................................67
2.1　首页设计 ........................................................................................................................68
2.1.1　店铺首页核心功能 ............................................................................................68
2.1.2　首页装修的作用 .................................................................................................68
2.1.3　店铺首页布局 .....................................................................................................71
2.1.4　页头设计 .............................................................................................................81
2.1.5　页中设计 .............................................................................................................85
2.1.6　页尾设计 ...........................................................................................................102
2.2　详情页设计 ..................................................................................................................105
2.2.1　详情页的重要性 ...............................................................................................105
2.2.2　详情页尺寸 .......................................................................................................107
2.2.3　详情页制作流程 ...............................................................................................108
2.2.4　详情页文案采集与分析 ...................................................................................108
2.2.5　详情页设计模块 ............................................................................................... 116
2.2.6　详情页模块排序方法 .......................................................................................131
2.3 专题页设计 ....................................................................................................................139
2.3.1 专题页的作用 .....................................................................................................139
2.3.2 专题页的设计思路 .............................................................................................143
2.3.3 专题页的设计执行 .............................................................................................150
2.3.4 特别注意事项 .....................................................................................................155
本章习题 ...............................................................................................................................156
第3章　图片设计篇...................................................................................... 158
3.1　图片设计的基本方法 ..................................................................................................159
3.1.1　色彩篇 ...............................................................................................................159
3.1.2　字体篇 ...............................................................................................................167
3.1.3　构图篇 ...............................................................................................................172
3.2　广告图片的设计标准和制作步骤 ..............................................................................177
3.2.1　广告图片的设计标准 .......................................................................................177
3.2.2　广告图片的制作步骤 .......................................................................................185
3.3 网店常用图片设计 ........................................................................................................198
3.3.1　主图设计 ...........................................................................................................198
3.3.2　颜色图设计 .......................................................................................................206
3.3.3　店内海报图设计 ............................................................................................... 211
3.3.4　直通车图设计 ...................................................................................................217
3.3.5　活动图片设计 ...................................................................................................223
3.3.6　智钻展位图片设计 ...........................................................................................228
本章习题 ...............................................................................................................................235
第4章　旺铺网店装修篇..............................................................................236
4.1　旺铺版本介绍 ..............................................................................................................237
4.2　淘宝旺铺PC端装修 .....................................................................................................237
4.2.1　PC悬浮导航 ......................................................................................................237
4.2.2　自定义页多端同步 ...........................................................................................239
4.3　淘宝旺铺手机端装修 ..................................................................................................241
4.3.1　视频导购 ...........................................................................................................241
4.3.2　标签图 ...............................................................................................................245
4.3.3　页面优化对比 ...................................................................................................247
4.3.4　千人千面 ...........................................................................................................249
4.3.5　首页镇店必买视频 ...........................................................................................252
4.3.6　电梯导航 ...........................................................................................................253
4.3.7　定向模块 ...........................................................................................................255
4.3.8　微淘精选 ...........................................................................................................256
4.3.9　淘宝群 ...............................................................................................................257
4.3.10　买家秀 .............................................................................................................258
本章习题 ...............................................................................................................................258
第5章　视觉优化篇......................................................................................259
5.1　视觉优化逻辑 ..............................................................................................................260
5.1.1　优化思路 ...........................................................................................................260
5.1.2　视觉数据优化模型 ...........................................................................................261
5.2　优化主图点击率 ..........................................................................................................262
5.2.1　主图点击率解读 ...............................................................................................262
5.2.2　受众需求分析 ...................................................................................................262
5.2.3　主图卖点呈现 ...................................................................................................264
5.2.4　主图优化效果评估 ...........................................................................................265
5.2.5　案例：使用CAHA模型优化水果类目商品主图............................................266
5.3　优化详情页转化率 ......................................................................................................270
5.3.1　商品转化率解读 ...............................................................................................270
5.3.2　消费需求挖掘 ...................................................................................................270
5.3.3　详情页呈现内容优化 .......................................................................................271
5.3.4　详情页优化效果评估 .......................................................................................272
5.3.5　案例：使用CAHA模型优化水果类目商品详情页........................................273
5.4　优化首页动线布局 ......................................................................................................278
5.4.1　网店页面的动线数据分析 ...............................................................................279
5.4.2　网店页面的布局调整方法 ...............................................................................281
5.4.3　网店首页优化效果的评估方法 .......................................................................282
本章习题 ...............................................................................................................................284