【摘要】：21世紀(jì)已經(jīng)進(jìn)入到一個(gè)視覺圖像為中心的時(shí)代,電影、電視、繪畫、廣告、攝影、多媒體等正在互為激蕩匯流。一方面,隨著計(jì)算機(jī)、通信技術(shù)的日益發(fā)展和融合,以及互聯(lián)網(wǎng)的普及應(yīng)用和發(fā)展,信息處理和傳遞突破了實(shí)踐和地域的局限,世界經(jīng)濟(jì)向全球化和信息化的方向發(fā)展。另一方面,網(wǎng)絡(luò)購(gòu)物的興起,開拓了網(wǎng)絡(luò)視覺設(shè)計(jì)這一新的設(shè)計(jì)領(lǐng)域。商業(yè)攝影和視覺設(shè)計(jì)的融合在網(wǎng)絡(luò)銷售中起著至關(guān)重要的作用。依托于互聯(lián)網(wǎng)的網(wǎng)絡(luò)銷售讓人類社會(huì)開始跨入一個(gè)全新的網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代。本文站在視覺設(shè)計(jì)的角度上,談?wù)摿藬z影和設(shè)計(jì)在網(wǎng)絡(luò)銷售中的融合運(yùn)用。商業(yè)攝影所獨(dú)具的紀(jì)實(shí)性和直觀性,使得其在網(wǎng)絡(luò)銷售這個(gè)平臺(tái)上被高度廣泛的運(yùn)用,依托于科學(xué)技術(shù)的高速發(fā)展,使得視覺設(shè)計(jì)在生產(chǎn)使用中有了多樣化的展現(xiàn)方式。但也由于多樣化的應(yīng)用范圍和網(wǎng)絡(luò)的無(wú)門檻狀態(tài),使得網(wǎng)絡(luò)圖片市場(chǎng)問題諸多。圖片質(zhì)量和版權(quán)問題尤為突出,在設(shè)計(jì)過程中人員的交流溝通問題也是造成圖片市場(chǎng)不統(tǒng)一的重要原因。雖然問題諸多,但是網(wǎng)絡(luò)視覺設(shè)計(jì)也是有章可循的,遵循一定的設(shè)計(jì)準(zhǔn)則和商業(yè)原理。對(duì)視覺元素進(jìn)行重新排序設(shè)計(jì),能讓網(wǎng)絡(luò)視覺設(shè)計(jì)更加統(tǒng)一完整。設(shè)計(jì)的前期需要多方溝通,后期需要從商業(yè)和藝術(shù)感上多方考慮,信息的主次性,色彩的情感性,構(gòu)圖的合理性,品牌風(fēng)格的展現(xiàn)和延續(xù)等等是對(duì)商業(yè)攝影視覺設(shè)計(jì)的基本要求。隨著時(shí)代的不斷變化,商業(yè)攝影也在隨著社會(huì)經(jīng)濟(jì)的發(fā)展而不斷的做新的改變和調(diào)整,不僅僅是真實(shí)展現(xiàn)產(chǎn)品,更有帶有情感的渲染和表達(dá),圖片在網(wǎng)絡(luò)銷售中有著文字無(wú)可替代的作用。本文就攝影和設(shè)計(jì)在網(wǎng)絡(luò)銷售中的規(guī)范化應(yīng)用在理論和實(shí)踐上都做了條理的闡述。
[Abstract]:The 21st century has entered a visual image-centered era, film, television, painting, advertising, photography, multimedia and so on are converging. On the one hand, with the development and integration of computer and communication technology, as well as the popularization and development of the Internet, information processing and transmission have broken through the limitations of practice and region, and the world economy has developed towards globalization and informatization. On the other hand, the rise of online shopping has opened up a new design field of network vision design. The combination of commercial photography and visual design plays a vital role in online sales. Relying on the Internet network sales, human society began to enter a new era of network economy. This paper discusses the combination of photography and design in online sales from the point of view of visual design. The unique documentary and intuitive nature of commercial photography makes it highly widely used on the platform of network sales. Relying on the rapid development of science and technology, visual design has a variety of ways of showing in production and use. However, due to the variety of applications and the threshold-free state of the network, there are many problems in the network picture market. The problem of picture quality and copyright is particularly prominent, and the communication problem is also an important reason for the disunity of the picture market. Although there are many problems, the network visual design is also rule-based, following certain design principles and business principles. Reorder the visual elements to make the network visual design more unified and complete. In the early stage of the design, we need to communicate in many ways. In the later stage, we need to consider the commercial and artistic sense, the primary and secondary character of the information, the emotion of color, the rationality of the composition. The display and continuation of brand style are the basic requirements of visual design of commercial photography. With the constant changes of the times, commercial photography is constantly making new changes and adjustments along with the development of social economy. It is not only the real display products, but also the emotional rendering and expression. The picture has the function which the text cannot replace in the network sale. In this paper, the normative application of photography and design in network sales is described in theory and practice.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J405

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