中文版Photoshop淘寶美工設(shè)計(jì)完全自學(xué)教程

目錄
第1章 淘寶美工常識............................26
1.1　什么是淘寶美工......................................................26
1.2　淘寶美工都做什么....................................................　26
1.2.1　優(yōu)化商品圖片.......................................................　26
1.2.2　設(shè)計(jì)店鋪首頁........................................................　28
1.2.3　制作活動(dòng)海報(bào)........................................................　29
1.2.4　制作寶貝描述頁....................................................　29
1.3　淘寶美工工作準(zhǔn)備....................................................　30
1.3.1　基礎(chǔ)軟件配備.......................................................　30
1.3.2　分析商品圖片........................................................　30
1.3.3　收集常用素材........................................................　30
1.3.4　拍攝商品圖片.......................................................31
1.3.5　分析店鋪風(fēng)格........................................................　33
1.4　認(rèn)識淘寶店鋪...........................................................　34
1.4.1　店鋪首頁..............................................................　34
1.4.2　寶貝詳情頁...........................................................　36
1.5　淘寶美工工作的目的.................................................　36
1.5.1　商品美化的目的....................................................　36
1.5.2　店鋪設(shè)計(jì)的目的....................................................　36
1.6　色彩是致命誘惑........................................................　36
1.6.1　顏色的影響...........................................................　36
1.6.2　顏色的性格...........................................................　37
1.6.3　網(wǎng)頁安全色...........................................................　37
1.6.4　淘寶色彩搭配技巧.................................................　38
1.7　字體賦予標(biāo)題競爭力.................................................　39
1.7.1　網(wǎng)頁常用字體.......................................................　39
1.7.2　如何提升標(biāo)題競爭力..............................................　40
1.7.3　文字內(nèi)容也是重點(diǎn)................................................41
1.7.4　淘寶常用文本設(shè)置準(zhǔn)則.........................................41
1.8　版式布局凸顯格調(diào)....................................................　41
1.8.1　淘寶常見版式布局....................................................　41
1.8.2　如何提升版式設(shè)計(jì).................................................　42
1.8.3　店鋪布局設(shè)計(jì)原則.................................................　43
1.8.4　巧用網(wǎng)格與輔助線.................................................　45
1.8.5　元素決定版式風(fēng)格.................................................　45
第2章　淘寶美工Photoshop基礎(chǔ)操作.......46
2.1　Photoshop 工作界面.................................................　46
2.1.1　Photoshop 工作界面組件........................................　46
2.1.2　菜單欄..................................................................　46
2.1.3　標(biāo)題欄..................................................................　47
2.1.4　工具箱..................................................................　47
2.1.5　工具選項(xiàng)欄...........................................................　47
2.1.6　面板.....................................................................　47
2.1.7　狀態(tài)欄..................................................................　48
2.1.8　文檔窗口..............................................................　49
2.1.9　選項(xiàng)卡..................................................................　49
2.2　圖像的基礎(chǔ)設(shè)置........................................................　49
2.2.1　新建文檔...............................................................　49
實(shí)戰(zhàn)：新建一個(gè)商品文件..................................................　50
2.2.2　打開與置入文件.....................................................　50
實(shí)戰(zhàn)：打開和置入一個(gè)商品文件.......................................　50
2.2.3　存儲(chǔ)文件........................................................................51
實(shí)戰(zhàn)：存儲(chǔ)寶貝圖像文件.........................................................51
2.2.4　修改寶貝圖片尺寸與畫布大小.................................　52
實(shí)戰(zhàn)：修改寶貝畫布大小..................................................　52
實(shí)戰(zhàn)：修改寶貝圖像文件大小...........................................　52
2.2.5　復(fù)制、剪切與粘貼..................................................　52
實(shí)戰(zhàn)：如何對寶貝進(jìn)行復(fù)制、剪切與粘貼..........................　53
2.2.6　撤銷、返回、恢復(fù)操作...........................................　53
實(shí)戰(zhàn)：寶貝的撤銷與恢復(fù)操作...........................................　53
2.2.7　寶貝圖像的自由變換..............................................　54
實(shí)戰(zhàn)：寶貝圖像的自由變換..............................................　54
2.2.8　寶貝的單位與標(biāo)尺設(shè)置...........................................　54
實(shí)戰(zhàn)：設(shè)置寶貝的單位與標(biāo)尺...........................................　54
2.2.9　寶貝的參考線設(shè)置..................................................　55
實(shí)戰(zhàn)：寶貝的參考線設(shè)置的應(yīng)用.......................................　55
2.2.10　調(diào)整緩存寶貝文件位置.........................................　55
實(shí)戰(zhàn)：調(diào)整緩存寶貝文件位置...........................................　55
2.3　Photoshop 圖層操作.................................................　56
2.3.1　新建圖層與圖層組.................................................　56
實(shí)戰(zhàn)：寶貝圖層的新建方法..............................................　56
2.3.2　合并與蓋印圖層.....................................................　56
實(shí)戰(zhàn)：寶貝圖層的合并與蓋印...........................................　56
2.3.3　圖層混合模式........................................................　57
實(shí)戰(zhàn)：用混合模式制作炫彩唇妝.......................................　60
2.3.4　寶貝圖層樣式........................................................　60
實(shí)戰(zhàn)：寶貝圖層樣式.........................................................61
2.3.5　圖層蒙版...............................................................　63
實(shí)戰(zhàn)：用圖層蒙版合成寶貝照片.......................................　63
第3章　商品與素材準(zhǔn)備——摳圖............64
3.1　為什么要摳圖...........................................................　64
3.2　商品的摳圖技巧........................................................　64
3.2.1　商品的素材準(zhǔn)備....................................................　64
實(shí)戰(zhàn)：為寶貝展示準(zhǔn)備素材..............................................　64
3.2.2　更換商品的顏色.....................................................　65
實(shí)戰(zhàn)：通過色相 　飽和度為商品替換顏色...........................　65
3.2.3　更換商品的背景.....................................................　66
實(shí)戰(zhàn)：通過填充工具更換商品的背景.................................　66
3.2.4　基本形狀摳圖........................................................　67
實(shí)戰(zhàn)：利用橢圓選框工具對商品摳取.................................　67
3.2.5　批量復(fù)制寶貝........................................................　67
實(shí)戰(zhàn)：通過調(diào)整邊緣摳取商品...........................................　67
3.3　復(fù)雜商品的摳圖技法.................................................　69
3.3.1　復(fù)雜背景摳圖........................................................　69
實(shí)戰(zhàn)：復(fù)雜背景摳圖........................................................　69
3.3.2　處理商品中的毛發(fā)..................................................　70
實(shí)戰(zhàn)：處理商品中的毛發(fā)..................................................　70
第4章　修飾淘寶商品主圖........................72
4.1　如何選擇商品圖片....................................................72
4.2　商品主圖的尺寸規(guī)范.................................................73
4.2.1　圖片尺寸與要求....................................................73
4.2.2　在軟件中修改尺寸.................................................73
4.3　商品圖片常見問題....................................................74
4.4　淘寶圖片修復(fù)技法....................................................74
4.4.1　修復(fù)商品位置........................................................74
實(shí)戰(zhàn)：通過修復(fù)工具修復(fù)商品的位置.................................75
4.4.2　去除圖片水印........................................................75
實(shí)戰(zhàn)：去除口紅圖片上的水印...........................................75
4.4.3　修補(bǔ)商品瑕疵........................................................75
實(shí)戰(zhàn)：修補(bǔ)陶瓷杯上的瑕疵..............................................76
4.4.4　調(diào)整商品輪廓........................................................76
實(shí)戰(zhàn)：虛化商品輪廓........................................................76
4.4.5　補(bǔ)全商品圖片........................................................76
實(shí)戰(zhàn)：補(bǔ)全殘缺的玉器.....................................................76
4.4.6　商品清晰化...........................................................77
實(shí)戰(zhàn)：通過銳化工具讓項(xiàng)鏈更清晰....................................77
4.5　淘寶圖片修飾技法....................................................77
4.5.1　添加圖片水印........................................................77
實(shí)戰(zhàn)：為手機(jī)圖片添加水印..............................................77
4.5.2　突出商品模糊背景.................................................78
實(shí)戰(zhàn)：模糊太陽帽圖片的背景...........................................78
實(shí)戰(zhàn)：放大突出商品........................................................78
4.5.3　去除背景雜物........................................................78
實(shí)戰(zhàn)：去除背景雜物........................................................79
4.5.4　美化商品邊緣........................................................79
實(shí)戰(zhàn)：美化紙杯蛋糕邊緣..................................................79
4.6　淘寶批量修圖技法....................................................80
4.6.1　批量更改圖片格式.................................................80
實(shí)戰(zhàn)：批量更改商品圖片格式...........................................80
4.6.2　批量添加水印........................................................80
實(shí)戰(zhàn)：批量添加商品圖片水印...........................................80
第5章　淘寶商品主圖調(diào)色........................82
5.1　常見圖片顏色問題....................................................82
5.2　Photoshop常用調(diào)色設(shè)置...........................................82
5.2.1　亮度 對比度命令..................................................83
5.2.2　色階......................................................................84
5.2.3　曲線......................................................................85
5.2.4　色調(diào)均化...............................................................88
5.2.5　反相......................................................................88
5.2.6　色相 飽和度.........................................................89
5.3　淘寶圖片顏色修復(fù)技法..............................................90
5.3.1　調(diào)整曝光過度........................................................90
實(shí)戰(zhàn)：調(diào)整曝光過度照片..................................................90
5.3.2　調(diào)整曝光不足..............................................................91
實(shí)戰(zhàn)：調(diào)整嚴(yán)重曝光不足照片............................................91
5.3.3　弱化背景色調(diào)..............................................................91
實(shí)戰(zhàn)：弱化背景色調(diào).........................................................91
5.3.4　調(diào)整圖片暗部........................................................92
實(shí)戰(zhàn)：調(diào)整商品圖片暗部..................................................92
5.3.5　調(diào)整顏色偏色........................................................92
實(shí)戰(zhàn)：調(diào)整商品照片的顏色偏色.......................................93
5.3.6　更改商品圖片色調(diào)..................................................93
實(shí)戰(zhàn)：更改商品圖片色調(diào)..................................................93
5.3.7　制作黑白圖片........................................................93
實(shí)戰(zhàn)：制作黑色復(fù)古商品照片...........................................93
5.4　淘寶圖片調(diào)色技法....................................................94
5.4.1　調(diào)整圖片顏色對比.................................................94
實(shí)戰(zhàn)：調(diào)整商品圖片顏色對比...........................................94
5.4.2　調(diào)整暖色調(diào)圖片.....................................................95
實(shí)戰(zhàn)：調(diào)整暖色調(diào)商品圖片..............................................95
5.4.3　調(diào)整冷色調(diào)圖片.....................................................96
實(shí)戰(zhàn)：調(diào)整冷色調(diào)商品圖片..............................................97
5.4.4　調(diào)整顏色純度........................................................97
實(shí)戰(zhàn)：調(diào)整商品顏色純度..................................................97
5.4.5　調(diào)整背景色調(diào)........................................................98
實(shí)戰(zhàn)：調(diào)整商品圖片背景色調(diào)...........................................98
5.4.6　更換背景顏色........................................................98
實(shí)戰(zhàn)：更換商品圖片背景顏色...........................................98
5.5　淘寶批量調(diào)色技法....................................................99
5.5.1　批量調(diào)整曝光度不足..............................................99
實(shí)戰(zhàn)：批量調(diào)整商品圖片曝光度不足.................................99
5.5.2　批量調(diào)整圖片色調(diào)................................................100
實(shí)戰(zhàn)：批量調(diào)整商品圖片色調(diào).........................................100
第6章　淘寶商品特效合成......................102
6.1　合成特效為商品加分...............................................102
6.2　淘寶圖片合成技法..................................................102
6.2.1　制作投影與陰影..................................................102
實(shí)戰(zhàn)：豆?jié){機(jī)投影的合成................................................103
實(shí)戰(zhàn)：商品的陰影展示...................................................104
6.2.2　商品組合展示......................................................106
實(shí)戰(zhàn)：商品組合展示......................................................106
實(shí)戰(zhàn)：電壓鍋組合展示...................................................108
6.2.3　完善商品背景..............................................................110
實(shí)戰(zhàn)：豐富商品背景..............................................................110
6.3　淘寶圖片特效添加..................................................112
6.3.1　豐富商品功能.............................................................112
實(shí)戰(zhàn)：豐富產(chǎn)品功能..............................................................112
6.3.2　添加光暈特效.................................................................113
實(shí)戰(zhàn)：給汽車添加光暈特效.....................................................113
6.3.3　美化商品展示..............................................................115
實(shí)戰(zhàn)：美化商品展示..............................................................115
第7章　商品文字制作............................120
7.1　商品文字制作注意事項(xiàng)............................................120
7.1.1　文字設(shè)計(jì)的基本原則...........................................120
7.1.2　文字設(shè)計(jì)的基本要求...........................................121
7.1.3　文字設(shè)計(jì)的制作過程............................................122
7.1.4　文字設(shè)計(jì)的禁忌..................................................122
7.2　制作標(biāo)題文字.........................................................123
7.2.1　標(biāo)題設(shè)置.............................................................123
實(shí)戰(zhàn)：淘寶標(biāo)題設(shè)置......................................................123
7.2.2　標(biāo)題展示技法......................................................124
實(shí)戰(zhàn)：標(biāo)題的展示技法...................................................125
7.3　編輯段落文字.........................................................125
7.4　淘寶常用文字設(shè)計(jì)..................................................125
7.4.1　筆畫相連............................................................125
實(shí)戰(zhàn)：筆畫相連的制作技法............................................126
7.4.2　圖形趣味.............................................................126
實(shí)戰(zhàn)：“鮮芒果”趣味字體設(shè)計(jì).....................................126
7.4.3　文字變形.............................................................128
實(shí)戰(zhàn)：文字變形的字體設(shè)計(jì)............................................128
7.4.4　點(diǎn)綴與修飾.........................................................129
實(shí)戰(zhàn)：點(diǎn)綴與修飾的字體設(shè)計(jì).........................................129
7.4.5　減少筆畫.............................................................130
實(shí)戰(zhàn)：筆畫減少字體設(shè)計(jì)................................................130
7.5　淘寶常用文字效果..................................................131
7.5.1　立體文字效果.....................................................131
實(shí)戰(zhàn)：立體文字效果設(shè)計(jì)...............................................131
7.5.2　材質(zhì)文字.............................................................132
實(shí)戰(zhàn)：材質(zhì)文字效果設(shè)計(jì)................................................132
7.5.3　透視與角度..........................................................135
實(shí)戰(zhàn)：透視與角度的文字效果設(shè)計(jì)..................................135
第8章　淘寶店標(biāo)制作............................136
8.1　認(rèn)識淘寶店標(biāo).........................................................136
8.1.1　店標(biāo)的作用.........................................................136
8.1.2　淘寶店標(biāo)的制作原則............................................136
8.1.3　淘寶店標(biāo)的分類..................................................137
8.2　淘寶店標(biāo)應(yīng)用到店鋪中............................................139
8.3　文字類淘寶店標(biāo)制作...............................................139
8.3.1　淘寶的中文類店標(biāo)...............................................139
實(shí)戰(zhàn)：制作淘寶炫酷中文店標(biāo).........................................140
8.3.2　淘寶的英文類店標(biāo)...............................................141
實(shí)戰(zhàn)：淘寶的英文類店標(biāo)制作圖.....................................141
8.4　圖案類淘寶店標(biāo)制作...............................................142
8.4.1　淘寶中的單色圖形店標(biāo)........................................142
實(shí)戰(zhàn)：淘寶店標(biāo)單色制作圖............................................142
8.4.2　淘寶中的卡通圖案店標(biāo).........................................143
實(shí)戰(zhàn)：卡通圖案店標(biāo)制作圖............................................143
8.4.3　淘寶中的三維立體店標(biāo).........................................145
實(shí)戰(zhàn)：三維立體店標(biāo)制作圖............................................145
第　9章 淘寶首頁店招設(shè)計(jì)......................148
9.1　店招的作用及分類..................................................148
9.1.1　店招存在的意義..................................................148
9.1.2　常見店招的類別...................................................148
9.2　店招設(shè)計(jì)的注意事項(xiàng)...............................................149
9.2.1　店招尺寸規(guī)范......................................................149
9.2.2　店招格式規(guī)范......................................................149
9.2.3　店招設(shè)計(jì)要點(diǎn)......................................................149
9.3　店招包含的信息......................................................150
9.3.1　店鋪Logo與名稱.................................................150
9.3.2　店鋪主營品牌名稱................................................150
9.3.3　店鋪主題廣告語...................................................150
9.3.4　商品圖片.............................................................150
9.3.5　店鋪收藏.............................................................150
9.4　常見淘寶店招設(shè)計(jì)..................................................150
9.4.1　服飾類店招.........................................................150
實(shí)戰(zhàn)：歐美風(fēng)女裝店招設(shè)計(jì)與詳解..................................150
實(shí)戰(zhàn)：男鞋旺鋪店招設(shè)計(jì)與詳解.....................................154
9.4.2　食品類店招..........................................................156
實(shí)戰(zhàn)：海鮮旺鋪店招設(shè)計(jì)與詳解.....................................156
9.4.3　母嬰類店招..........................................................160
實(shí)戰(zhàn)：母嬰產(chǎn)品店招設(shè)計(jì)與詳解.....................................160
9.4.4　運(yùn)動(dòng)類店招.........................................................162
實(shí)戰(zhàn)：運(yùn)動(dòng)類店招制作...................................................162
9.4.5　數(shù)碼類店招..........................................................166
實(shí)戰(zhàn)：數(shù)碼相機(jī)店招設(shè)計(jì)與詳解.....................................166
9.4.6　美妝類店招..........................................................168
實(shí)戰(zhàn)：美妝店招設(shè)計(jì)與詳解............................................168
9.5　好店招具備哪些優(yōu)勢...............................................171
9.5.1　品牌優(yōu)勢突出......................................................173
9.5.2　寓意直觀深刻......................................................173
9.5.3　信息傳達(dá)深刻......................................................173
9.5.4　極強(qiáng)的視覺記憶...................................................173
第10章　店鋪導(dǎo)航條設(shè)計(jì)........................174
10.1　認(rèn)識導(dǎo)航條..........................................................174
10.1.1　導(dǎo)航條常用尺寸...............................................174
10.1.2　自定義導(dǎo)航頁面...............................................175
10.2　導(dǎo)航條設(shè)計(jì)要點(diǎn)....................................................175
10.3　導(dǎo)航條上傳與管理.................................................176
10.4　店鋪導(dǎo)航欄設(shè)計(jì)展示..............................................177
10.4.1　小清新風(fēng)格......................................................177
實(shí)戰(zhàn)：制作小清新風(fēng)格導(dǎo)航條........................................177
10.4.2　時(shí)尚簡約風(fēng)格...................................................180
實(shí)戰(zhàn)：制作科技手機(jī)導(dǎo)航條...........................................180
10.4.3　可愛風(fēng)格..........................................................182
實(shí)戰(zhàn)：可愛風(fēng)格的導(dǎo)航條設(shè)計(jì)........................................182
10.4.4　中國古風(fēng).........................................................184
實(shí)戰(zhàn)：中國古風(fēng)導(dǎo)航條設(shè)計(jì)...........................................184
10.4.5　歐美復(fù)古風(fēng)......................................................185
實(shí)戰(zhàn)：黑白經(jīng)典男裝導(dǎo)航條...........................................185
第11章　淘寶首屏海報(bào)制作.....................188
11.1　首屏海報(bào)非常重要.................................................188
11.1.1　首屏海報(bào)是什么..............................................188
11.1.2　尺寸與格式規(guī)范...............................................188
11.1.3　首屏海報(bào)重要性...............................................189
11.1.4　影響海報(bào)的展示因素........................................190
11.2　首屏海報(bào)設(shè)計(jì)技巧.................................................191
11.2.1　各元素之間的關(guān)系................................................191
實(shí)戰(zhàn)：協(xié)調(diào)各元素制作首屏海報(bào)....................................192
11.2.2　文案字體不超過三種........................................194
實(shí)戰(zhàn)：文案字體不超過三種...........................................195
11.2.3　海報(bào)用色不宜過多............................................195
實(shí)戰(zhàn)：海報(bào)用色不宜過多..............................................196
11.2.4　制作風(fēng)格與頁面一致........................................198
實(shí)戰(zhàn)：制作風(fēng)格與頁面一致...........................................198
11.2.5　模特使用是否得當(dāng)............................................201
實(shí)戰(zhàn)：模特使用是否得當(dāng)..............................................201
11.2.6　圖文不要強(qiáng)行拼湊............................................202
實(shí)戰(zhàn)：美妝海報(bào)的制作..................................................203
11.2.7　文案過多怎么辦...............................................204
實(shí)戰(zhàn)：母嬰海報(bào)制作.....................................................205
11.2.8　創(chuàng)意欠缺怎么辦...............................................208
實(shí)戰(zhàn)：創(chuàng)意女裝活動(dòng)海報(bào)..............................................208
11.3　淘寶首屏海報(bào)分類.................................................211
11.3.1　活動(dòng)信息類別.........................................................211
實(shí)戰(zhàn)：美食活動(dòng)海報(bào)......................................................211
11.3.2　新品上市類別..................................................212
實(shí)戰(zhàn)：新品發(fā)布海報(bào)制作..............................................213
11.3.3　店鋪通知類別..................................................215
實(shí)戰(zhàn)：國慶通知海報(bào).....................................................215
第12章　淘寶活動(dòng)促銷廣告.....................218
12.1　促銷廣告的存在意義..............................................218
12.2　促銷廣告設(shè)計(jì)準(zhǔn)則.................................................218
12.2.1　牢記尺寸格式規(guī)范............................................218
12.2.2　突出活動(dòng)主題...................................................219
12.2.3　明確活動(dòng)目的...................................................219
12.2.4　保證廣告形式美觀............................................220
12.3　淘寶常見活動(dòng)促銷廣告..........................................220
12.3.1　店鋪開張.........................................................220
實(shí)戰(zhàn)：新店開業(yè)促銷活動(dòng)設(shè)計(jì)........................................221
12.3.2　店慶促銷..........................................................223
實(shí)戰(zhàn)：周年慶促銷活動(dòng)設(shè)計(jì)...........................................223
12.3.3　節(jié)日促銷..........................................................225
實(shí)戰(zhàn)：雙十一促銷活動(dòng)設(shè)計(jì)...........................................225
實(shí)戰(zhàn)：圣誕促銷活動(dòng)設(shè)計(jì)..............................................227
實(shí)戰(zhàn)：春節(jié)促銷活動(dòng)設(shè)計(jì)..............................................229
實(shí)戰(zhàn)：情人節(jié)促銷活動(dòng)設(shè)計(jì)...........................................232
12.3.4　秒殺促銷..........................................................234
實(shí)戰(zhàn)：年末清倉促銷活動(dòng)..............................................234
實(shí)戰(zhàn)：秒殺促銷活動(dòng)設(shè)計(jì)..............................................237
第13章　淘寶公告欄設(shè)計(jì)制作..................240
13.1　公告欄作用..........................................................240
13.1.1　什么是淘寶公告欄...........................................240
13.1.2　公告欄尺寸......................................................241
13.2　公告欄分類設(shè)計(jì)....................................................241
13.2.1　店鋪開張公告..................................................242
實(shí)戰(zhàn)：店鋪開張公告.....................................................242
13.2.2　店鋪聲明公告...................................................244
實(shí)戰(zhàn)：店鋪放假公告.....................................................244
13.2.3　活動(dòng)公告..........................................................245
實(shí)戰(zhàn)：活動(dòng)公告............................................................245
13.2.4　搶購公告..........................................................248
實(shí)戰(zhàn)：搶購公告............................................................248
第14章　店鋪收藏區(qū)設(shè)計(jì).......................252
14.1　收藏區(qū)的設(shè)計(jì)作用.................................................252
14.2　收藏區(qū)的設(shè)計(jì)要點(diǎn).................................................252
14.2.1　收藏區(qū)的常用位置............................................253
14.2.2　如何吸引買家關(guān)注............................................253
14.2.3　收藏區(qū)與店鋪風(fēng)格統(tǒng)一.....................................253
14.3　淘寶常用收藏區(qū)設(shè)計(jì)..............................................254
14.3.1　簡單收藏區(qū)......................................................254
實(shí)戰(zhàn)：簡單收藏區(qū)的制作..............................................254
14.3.2　主題收藏區(qū)......................................................255
實(shí)戰(zhàn)：新品上市收藏區(qū)..................................................255
14.3.3　綜合側(cè)欄收藏區(qū)...............................................256
實(shí)戰(zhàn)：綜合側(cè)欄收藏區(qū)的制作........................................256
第15章　店鋪客服區(qū)設(shè)計(jì)........................260
15.1　客服區(qū)作用..........................................................260
15.2　客服區(qū)設(shè)計(jì)原則....................................................261
15.2.1　明確設(shè)計(jì)目的..................................................261
15.2.2　設(shè)計(jì)尺寸規(guī)范...................................................262
15.3　淘寶客服區(qū)制作....................................................262
15.3.1　簡潔型客服區(qū)..................................................262
實(shí)戰(zhàn)：簡潔型客服區(qū).....................................................262
15.3.2　文案類客服區(qū)...................................................264
實(shí)戰(zhàn)：文案類客服區(qū).....................................................264
15.3.3　圖文結(jié)合類客服區(qū)............................................268
實(shí)戰(zhàn)：圖文結(jié)合類客服區(qū)..............................................268
第16章　首頁熱銷板塊與展架.................274
16.1　認(rèn)識熱銷板塊與展架的區(qū)別....................................274
16.1.1　熱銷板塊與展架的區(qū)別.....................................274
16.1.2　尺寸規(guī)范.........................................................275
16.1.3　熱銷板塊的重要性............................................276
16.2　熱銷板塊的特征....................................................276
16.2.1　主題清晰且吸引人............................................276
16.2.2　展示與優(yōu)惠券呈現(xiàn)............................................276
16.2.3　主推產(chǎn)品與設(shè)計(jì)融合.........................................276
16.3　展架制作要點(diǎn).......................................................277
16.3.1　產(chǎn)品選擇與規(guī)范...............................................277
16.3.2　產(chǎn)品與信息的關(guān)系............................................277
16.3.3　貨架小導(dǎo)航條設(shè)計(jì)............................................277
16.4　寶貝熱銷區(qū)與展架設(shè)計(jì)..........................................277
16.4.1　活動(dòng)熱銷區(qū)......................................................277
實(shí)戰(zhàn)：海鮮館活動(dòng)熱銷區(qū)設(shè)計(jì)........................................278
實(shí)戰(zhàn)：服裝類活動(dòng)熱銷區(qū)設(shè)計(jì)........................................282
16.4.2　寶貝展架設(shè)計(jì)...................................................285
實(shí)戰(zhàn)：運(yùn)動(dòng)鞋類展架設(shè)計(jì)..............................................285
實(shí)戰(zhàn)：男裝展架設(shè)計(jì).....................................................291
第17章　淘寶店鋪首頁設(shè)計(jì)....................296
17.1　店鋪首頁制作規(guī)范.................................................296
17.1.1　首頁包含哪些內(nèi)容...........................................296
17.1.2　首頁制作尺寸規(guī)范............................................298
17.1.3　首頁元素格式規(guī)范............................................299
17.2　店鋪首頁常用布局.................................................300
17.2.1　普通店鋪首頁布局............................................300
17.2.2　旺鋪首頁布局...................................................300
17.3　用顏色美化店鋪首頁..............................................301
17.3.1　根據(jù)店鋪類型選擇顏色.....................................301
17.3.2　根據(jù)產(chǎn)品選擇顏色............................................301
17.3.3　店鋪要有重點(diǎn)色...............................................301
17.3.4　不要大量使用刺激色.........................................302
17.3.5　中性色的妙用...................................................302
17.4　首頁字體使用規(guī)范.................................................302
17.4.1　網(wǎng)絡(luò)常用字體分類............................................302
17.4.2　首頁文本使用原則............................................302
17.5　進(jìn)行Photoshop頁面切圖制作 ...............................302
17.5.1　標(biāo)示裁切位置..................................................302
17.5.2　切圖制作與保存................................................303
實(shí)戰(zhàn)：商品切圖與保存..................................................303
17.6　淘寶店鋪首頁設(shè)計(jì)展示..........................................304
17.6.1　簡潔店鋪首頁設(shè)計(jì)............................................304
實(shí)戰(zhàn)：簡約女裝首頁設(shè)計(jì)..............................................304
17.6.2　時(shí)尚店鋪首頁設(shè)計(jì)............................................311
實(shí)戰(zhàn)：潮流男裝店鋪首頁設(shè)計(jì)...............................................311
17.6.3　復(fù)古店鋪首頁設(shè)計(jì)............................................320
實(shí)戰(zhàn)：茶具店鋪首頁設(shè)計(jì)..............................................320
第18章　淘寶活動(dòng)頁設(shè)計(jì)....................328
18.1　關(guān)于淘寶活動(dòng)頁....................................................328
18.1.1　淘寶活動(dòng)頁的作用...........................................328
18.1.2　活動(dòng)頁尺寸規(guī)范...............................................328
18.1.3　活動(dòng)頁格式規(guī)范...............................................329
18.1.4　活動(dòng)頁包含哪些內(nèi)容........................................330
18.2　常見淘寶活動(dòng)頁布局..............................................331
18.2.1　“T”字布局....................................................331
18.2.2　“王”字布局....................................................331
18.3　如何做好淘寶活動(dòng)頁..............................................331
18.3.1　要符合頁面的氣氛............................................331
18.3.2　顏色會(huì)影響點(diǎn)擊率............................................332
18.3.3　做個(gè)吸引人的文案............................................332
18.4　淘寶店鋪活動(dòng)頁設(shè)計(jì)展示.......................................333
18.4.1　店鋪促銷活動(dòng)頁...............................................333
實(shí)戰(zhàn)：雙十一促銷活動(dòng)頁設(shè)計(jì)........................................333
18.4.2　店鋪圣誕活動(dòng)頁...............................................347
實(shí)戰(zhàn)：狂歡圣誕活動(dòng)頁設(shè)計(jì)...........................................347
18.4.3　店鋪換季活動(dòng)頁...............................................358
實(shí)戰(zhàn)：秋季換裝活動(dòng)頁設(shè)計(jì)...........................................358
第19章　寶貝描述頁設(shè)計(jì)....................370
19.1　關(guān)于寶貝描述頁....................................................370
19.1.1　寶貝描述頁是什么...........................................370
19.1.2　描述頁的尺寸規(guī)范............................................370
19.1.3　描述頁包含內(nèi)容...............................................371
19.2　淘寶描述頁布局設(shè)計(jì)..............................................371
19.3　高信息傳遞的寶貝詳情展示....................................372
19.3.1　商品細(xì)節(jié)放大效果............................................372
19.3.2　靈活添加對比效果............................................372
19.3.3　突出產(chǎn)品特性...................................................372
19.4　不可或缺的寶貝描述設(shè)計(jì).......................................372
19.4.1　寶貝描述設(shè)計(jì)是什么.........................................373
19.4.2　寶貝描述內(nèi)容有哪些.........................................373
19.4.3　為什么設(shè)計(jì)寶貝描述.........................................373
19.4.4　制作描述時(shí)注意什么.........................................373
19.4.5　寶貝描述設(shè)計(jì)技巧............................................373
19.5　寶貝描述設(shè)計(jì)展示.................................................374
19.5.1　左、右分欄類...................................................374
實(shí)戰(zhàn)：女包描述頁設(shè)計(jì)..................................................374
19.5.2　表格羅列類......................................................378
實(shí)戰(zhàn)：女士牛仔褲描述頁設(shè)計(jì)........................................378
19.5.3　細(xì)節(jié)展示類......................................................381
實(shí)戰(zhàn)：兒童運(yùn)動(dòng)襪描述頁設(shè)計(jì)........................................382
19.5.4　多方位展示類...................................................385
實(shí)戰(zhàn)：冬季女鞋描述頁設(shè)計(jì)...........................................385
19.5.5　并聯(lián)展示類......................................................389
實(shí)戰(zhàn)：女士耳釘描述頁設(shè)計(jì)...........................................390
19.6　寶貝描述頁面的設(shè)計(jì)展示.......................................393
19.6.1　模特展示類......................................................393
實(shí)戰(zhàn)：女士秋大衣描述頁設(shè)計(jì)........................................393
19.6.2　商品展示類......................................................396
實(shí)戰(zhàn)：戶外登山包描述頁設(shè)計(jì)........................................396
19.6.3　同類型商品展示類............................................399
實(shí)戰(zhàn)：女士馬丁靴描述頁設(shè)計(jì)........................................399
第20章　服裝類網(wǎng)店設(shè)計(jì)制作分析...........402
20.1　網(wǎng)店整體設(shè)計(jì)分析.................................................402
20.1.1　服裝類店鋪分析...............................................402
20.1.2　本案例的結(jié)構(gòu)展示與配色分析...........................404
20.2　服裝類店鋪首頁設(shè)計(jì)與制作....................................406
實(shí)戰(zhàn)：服裝類店鋪首頁設(shè)計(jì)...........................................406
20.3　服裝類店鋪活動(dòng)頁設(shè)計(jì)與制作.................................411
實(shí)戰(zhàn)：服裝類店鋪活動(dòng)頁設(shè)計(jì)..................................................411
20.4　服裝類寶貝描述頁設(shè)計(jì)與制作.................................414
實(shí)戰(zhàn)：服裝類寶貝描述頁設(shè)計(jì)........................................414
第21章　裝飾類網(wǎng)店設(shè)計(jì)制作分析...........416
21.1　網(wǎng)店整體設(shè)計(jì)分析.................................................416
21.1.1　裝飾類店鋪分析...............................................416
21.1.2　本案例的結(jié)構(gòu)展示與配色分析...........................418
21.2　裝飾類店鋪首頁設(shè)計(jì)與制作....................................419
實(shí)戰(zhàn)：裝飾類店鋪首頁設(shè)計(jì)...........................................419
21.3　裝飾類店鋪活動(dòng)頁設(shè)計(jì)與制作.................................426
實(shí)戰(zhàn)：裝飾類店鋪活動(dòng)頁設(shè)計(jì)........................................426
21.4　裝飾類寶貝描述頁設(shè)計(jì)與制作.................................433
實(shí)戰(zhàn)：裝飾類寶貝描述頁設(shè)計(jì)........................................433
附錄A　Photoshop工具與快捷鍵索引........................................435
附錄B　Photoshop命令與快捷鍵索引........................................437
附錄C　淘寶推廣技巧..............................................................438
附錄D　淘寶常用的配色技巧....................................................440