手写体在电商详情页中的应用研究

Research on the Application of Handwriting in E-Commerce Detail Pages

摘要: 基于互联网的技术发展，线上购物已成为主流的消费方式之一，电商行业也由此更加重视商品详情页设计。本文聚焦手写体在电商详情页中的应用价值，通过分析当前电商视觉设计存在的问题，系统探讨了手写体介入电商详情页的合理性。同时，从功能型标注、营销型渲染与氛围型营造三个维度解析了手写体的具体应用形式，并总结了其应用过程中的显著优势和主要应用原则。本研究为当前电商详情页的视觉设计提供了新的思路，也为电商视觉设计从功能主义向情感设计的范式转型提供了一定的理论支持。

Abstract: Based on the technological development of the Internet, online shopping has become one of the mainstream consumption modes, and the e-commerce industry has paid more attention to the design of product details page. This paper focuses on the application value of handwriting in e-commerce detail pages, and systematically discusses the rationality of handwriting intervention in e-commerce detail pages by analyzing the problems existing in current e-commerce visual design. At the same time, the paper analyzes the specific application forms of handwriting from three dimensions: functional annotation, marketing rendering and atmosphere construction, and summarizes the significant advantages and main application principles in its application process. This study provides a new idea for the visual design of current e-commerce detail pages, and also provides some theoretical support for the paradigm transformation of e-commerce visual design from functionalism to emotional design.