电商首页设计中的“视觉经济学”效益研究——以古典油画构图法则的运用为例

The “Visual Economics” of E-Commerce Homepage Design—A Study through the Lens of Classical Oil Painting Composition Principles

摘要: 电商首页视觉设计的经济效益是平台获取竞争优势的关键，然而，信息过载导致的视觉混乱严重削弱了其效能。为破解此困境，本研究基于视觉经济学理论，创新性地将古典油画构图法则转译为现代电商首页的设计策略。通过理论构建与跨案例比较分析，本研究证实，黄金分割法则通过确立理想的视觉焦点，能显著提升首屏注意力的捕获效率，而三角构图则通过规划有序的视觉流线，有效引导用户浏览行为，增加页面访问深度。研究结果表明，这套源于古典美学的视觉秩序系统，能够系统性地优化首页的视觉经济效益，为降低跳失率、提升转化率提供了经过历史检验的设计范式。

Abstract: In the competitive landscape of e-commerce, the visual design of the homepage is crucial for gaining a competitive advantage. However, visual clutter caused by information overload severely undermines its effectiveness. To address this challenge, this study innovatively translates the compositional principles of classical oil painting into design strategies for modern e-commerce homepages, based on the theory of visual economics. Through theoretical construction and cross-case comparative analysis, this research confirms that the golden ratio principle significantly enhances attention capture on the first screen by establishing an ideal visual focus, while triangular composition effectively guides user browsing behavior and increases page visit depth by planning an orderly visual flow. The findings demonstrate that this visual order system, derived from classical aesthetics, can systematically optimize the visual economic benefits of the homepage, providing a historically validated design paradigm for reducing bounce rates and improving conversion rates.