探究！女装详情页设计
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文/张拓 当确定好了<span style="color: black;">制品</span>的核心卖点后， 就<span style="color: black;">必须</span>对该<span style="color: black;">制品</span>进行详情页设计，详情页设计<span style="color: black;">便是</span>要向消费者述说独特的<span style="color: black;">营销</span>主张，一个好的详情页应该具备以下几个特征：</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/77cd0245d2914fda81591cc791a5456e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723646142&x-signature=ijIAS8e1K8utEIa6nbkC8hLfU1E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">①独特性。独特性的目的在于能够快速吸引消费者的<span style="color: black;">重视</span>力，消费者总是对<span style="color: black;">有些</span>新奇的商品<span style="color: black;">持有</span><span style="color: black;">剧烈</span>的好奇心。在一个详情页中，<span style="color: black;">制品</span>的主图<span style="color: black;">重点</span>担任了像人脸<span style="color: black;">同样</span>的被识别的角色，主图的识别能力越强，吸睛能力就越强，点击率自然<span style="color: black;">亦</span>就高。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②降低购买<span style="color: black;">危害</span>。值得<span style="color: black;">重视</span>的是成年人的大脑<span style="color: black;">针对</span>接受<span style="color: black;">鲜嫩</span>而又陌生的事物，既存在<span style="color: black;">剧烈</span>的好奇心，又存在<span style="color: black;">剧烈</span>的戒备心，<span style="color: black;">小心</span>又小心。卖家<span style="color: black;">必须</span>给出一个令人信服的承诺来降低消费者的戒备心理，如某些女装在详情页中呈现7天无理由退换的条款等。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/80b313c256d144cb97f76da158ad893a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723646142&x-signature=a1RRfXRY4flMZqe1mSeRyPHjcq0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③促进<span style="color: black;">营销</span>。在将<span style="color: black;">鲜嫩</span>的理念传达给消费者的<span style="color: black;">同期</span>，<span style="color: black;">亦</span>要打消消费者的疑虑，并且<span style="color: black;">必须</span>使消费者产生购买的决定，这<span style="color: black;">亦</span>是详情页设计的<span style="color: black;">最后</span>目的。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/37af5c7887eb4657a4073812bec5ae1b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723646142&x-signature=OBh%2FHasDv4Gf%2BYzTdqsHZ95fZWI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">消费者在看到女装<span style="color: black;">制品</span>到完成购买，会经历一系列的心理变化过程，哪怕产生决策购买的时间非常短，这个过程有5个<span style="color: black;">过程</span>：<span style="color: black;">导致</span><span style="color: black;">重视</span>、产生兴趣、激发欲望、强化记忆、<span style="color: black;">促进</span>行动。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在设计详情页时，<span style="color: black;">必须</span>确定完成视觉所<span style="color: black;">必须</span>传达出来的阐述基调。总体而言，详情页的基调<span style="color: black;">能够</span>分为：</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">故事型的详情页风格，是把详情页变<span style="color: black;">成为了</span>一个卖家经历的故事、<span style="color: black;">非常多</span>卖女装的店铺，店主会把自己设计这款女装<span style="color: black;">制品</span>的初衷理念及生产的点点滴滴在详情页里进行描述，与在线下拍摄的<span style="color: black;">制品</span>场景搭配在<span style="color: black;">一块</span>，形成符合品牌基调的形象。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">拟人型的详情页会把<span style="color: black;">有些</span>卡通<span style="color: black;">名人</span><span style="color: black;">做为</span>主角，对<span style="color: black;">制品</span>进行描述，<span style="color: black;">这般</span>的风格适合相对<span style="color: black;">青年</span>的消费群体。卡通<span style="color: black;">名人</span><span style="color: black;">更易</span>让消费者接受，<span style="color: black;">同期</span>页面的内容就像漫画<span style="color: black;">同样</span>，不会让消费者感到枯燥和厌烦。消费者会<span style="color: black;">特别有</span>耐心地读完详情页里的文字内容，<span style="color: black;">经过</span>卡通漫画的形式，促进消费者对文字的阅读积极性。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">说明型风格是绝大部分卖家所<span style="color: black;">运用</span>的详情页风格，用类似于<span style="color: black;">制品</span>说明书的阐述方式，对<span style="color: black;">制品</span>进行<span style="color: black;">仔细</span>介绍。有的卖家强调权威性，塑造属于自己的品牌，具备可信度的卖点等；有的卖家强调营销，会呈现出刺激眼球的手法来对<span style="color: black;">制品</span>进行渲染；有的卖家会像电视购物推销员<span style="color: black;">同样</span>打造爆款详情页。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">①材质介绍。服装材质是服装材料与其表面质地的简<span style="color: black;">叫作</span>，在服装设计的3个基本要素，即造型、色彩和材质，材质是<span style="color: black;">构成</span>服装的最基本的物质<span style="color: black;">基本</span>，<span style="color: black;">亦</span>是服装造型设计依存的媒介。在一个详情页里<span style="color: black;">必要</span>要对<span style="color: black;">制品</span>的材质进行说明。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a32a780b9fe9481cbb69bad04b4f079f~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723646142&x-signature=ici32HGUONP5ixUmZaZDcfttPJU%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②尺码介绍及选购<span style="color: black;">意见</span>。服装<span style="color: black;">是不是</span>合体的重要性在某种程度上要大于面料、品牌，<span style="color: black;">倘若</span>尺寸不合适、穿起来不合体，再高档的服装<span style="color: black;">亦</span>不适合消费者。<span style="color: black;">因此</span>女性消费者在购买服装时，<span style="color: black;">必须</span><span style="color: black;">认识</span>女装尺寸的标注<span style="color: black;">办法</span>以及每种<span style="color: black;">办法</span>的含义。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/bc8acf6987ef4cf7807eb35241e433fa~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723646142&x-signature=SVjt8qCZg%2Fhpu%2BHOpZVROZbWhEs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">③品牌介绍。品牌是给<span style="color: black;">持有</span>者带来溢价、产生增值的一种无形的资产，品牌承载的<span style="color: black;">更加多</span>的是一部分人对其<span style="color: black;">制品</span>以及服务的认可，是一种品牌商与顾客购买<span style="color: black;">行径</span>间相互磨合衍生出的产物。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/12b54fe6e8ac46fba9ff0d6c7988338e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723646142&x-signature=gc%2Bek3XVigoKPBySqoFu%2Bf7drJg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">④搭配<span style="color: black;">举荐</span>。女装搭配总体上分6个部分，即个性服装搭配技巧、服装款式搭配技巧、脸型与身材搭配技巧、颜色搭配原则与禁忌、衣服的款式与鞋子的搭配技巧、社会交往中的搭配原则。而这 6大部分内容都<span style="color: black;">能够</span>呈<span style="color: black;">此刻</span>详情页中，并且<span style="color: black;">能够</span>进行<span style="color: black;">相关</span>营销搭配<span style="color: black;">营销</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/6bd16c3df1f1421d85191a44b247d377~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723646142&x-signature=4PtJkFZrwHgOUM8hqmP%2FKk%2B7T%2Bg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">⑤洗涤保养<span style="color: black;">意见</span>。洗涤保养<span style="color: black;">办法</span>应从女装材质来<span style="color: black;">思虑</span>， 例如：棉类服装可用肥皂和洗衣粉等<span style="color: black;">各样</span>洗涤剂清洗，既可手洗<span style="color: black;">亦</span>可机洗，<span style="color: black;">通常</span>的洗涤温度在40~50等。 </p>
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