本次研究围绕电子商务导航界面设计在数字经济背景下的优化路径,探讨电子商务导航界面在用户体验提升和平台竞争力建设中的重要作用。研究发现,通过动态视觉构建数字生成艺术可以增强平台用户的参与感;通过个性化推荐算法,人工智能技术可以提高交互效率;通过场景虚拟化,VR和AR技术可以将优化决策呈现出来。在电子商务导航界面设计中建立用户忠诚度,包括认知流畅度的提升和情感联结的加强等作用机制,情感化设计策略显示出了显著的效果。研究显示,多模态技术融合将为行业转型升级提供理论支撑和实践参考,推动面向智能互动方向的电子商务导航行业发展。This study focuses on the optimization path of e-commerce navigation interface design under the background of digital economy, and discusses the important role of e-commerce navigation interface in improving user experience and building platform competitiveness. The research found that building digitally generated art through dynamic vision can enhance the sense of participation of platform users;artificial intelligence technology can improve interaction efficiency through personalized recommendation algorithms;and VR and AR technologies can present optimized decisions through scene virtualization. In e-commerce navigation interface design, user loyalty is established, including cognitive fluency enhancement and emotional connection enhancement. Emotional design strategy shows significant effect. The research shows that multi-modal technology integration will provide theoretical support and practical reference for industry transformation and upgrading, and promote the development of e-commerce navigation industry oriented to intelligent interaction.
在数字化时代,电子商务高速发展,视觉传播成为影响消费者决策的一个重要因素,电商海报设计呈现出从静态走向动态的范式转变。本文主要探讨电商环境下海报视觉语言的转变,对比应用动静态海报的差异,从图形的动态演绎、文字的信息引导和色彩的情感表现三方面进行分析。研究表明,电商动态海报在创新视觉语言、增强信息传递、激发情感共鸣等方面具有明显的优势。随着数字技术迭代,动态海报将进一步推动电商视觉传播的个性化发展,设计师需积极构建动态海报的表现方式与叙事逻辑,创作出兼具创新性与传播力的作品,助力各平台和品牌在竞争中脱颖而出。In the digital era, e-commerce has witnessed a rapid growth, and visual communication has emerged as a crucial factor influencing consumer decisions. The design of e-commerce posters has undergone a paradigmatic shift from the static to the dynamic. This article primarily delves into the transfor-mation of visual language in e-commerce posters, contrasts the disparities between the application of static and dynamic posters, and conducts the analysis from three aspects: the dynamic interpretation of graphics, the information guidance of text, and the emotional expression of color. Research indicates that dynamic e-commerce posters possess distinct advantages in innovating visual language, enhancing information transmission, and stimulating emotional resonance. Alongside the iteration of digital technology, dynamic posters will further facilitate the individualized development of e-commerce visual communication. Designers are required to actively construct the expression methods and narrative logic of dynamic posters to create works that are both innovative and possess strong communication power, assisting various platforms and brands to stand out in the competition.
