莫兰迪色系的电商详情页设计在网购中的转化率研究

Research on the Conversion Rate Enhancement Effect of E-Commerce Product Page Design Based on Morandi Color Scheme in Online Shopping

摘要: 在电子商务高速发展的背景下，视觉艺术与商业营销的融合日益成为提升用户体验与转化效率的关键。本文将从美术设计的专业视角出发，探讨莫兰迪色系——一种源于意大利画家乔治·莫兰迪的低饱和度、灰调色彩美学，及其在电商详情页设计中的商业价值转化机制。通过艺术理论与消费心理学交叉分析，眼动追踪实验等方法，验证莫兰迪色系通过其独特的“高级灰”视觉语言，能够有效提升消费者的情感认同与信任度。本文强调色彩美学与消费行为的协同关系，旨在为电商视觉营销提供策略建议。

Abstract: In the context of the rapid development of e-commerce, the integration of visual art and commercial marketing has increasingly become a key factor in enhancing user experience and conversion efficiency. This article will start from the professional perspective of art design to explore the Morandi color system—a low-saturation, gray-toned color aesthetic derived from the Italian painter Giorgio Morandi, and its commercial value transformation mechanism in e-commerce detail page design. Through cross-analysis of art theory and consumer psychology, combined with methods such as eye-tracking experiments, it verifies that the Morandi color system, through its unique “high-grade gray” visual language, can effectively enhance consumers’ emotional identification and trust. This article emphasizes the synergy between color aesthetics and consumer behavior, aiming to provide strategic suggestions for e-commerce visual marketing.