Analysis on the visual image of the web page of theemerging niche clothing e-commerce brand

夏雨欣

Abstract：With the rapid development of e-commerce platforms，China's clothing industry is booming.This article aims to explore how the emerging niche clothing brands stand out by shaping the visual image of the web page in the context of the prevailing era of e-commerce.

Keywords：emerging niche clothing brands;Gangfeng women's clothing e-commerce brand;visual publicity;web design

Introduction

Gangfeng women's clothing e-commerce brand is one of the emerging niche clothing e-commerce brands with obvious style characteristics. Its style usually refers to the dress style of Hong Kong women during the 1980s and 1990s，which is really a retro style.Although the emerging niche clothing e-commerce brand is not stable enough and the audience is not large，as long as the e-commerce network platform is used，and a reasonable visual language is used to shape the visual image of the webpage corresponding to its style，it can give consumers Passing the correct brand，product and service information will also play a certain role in stabilizing your brand position.

The visual image of the niche Gangfeng women's clothing e-commerce brand

（1）The influence of web color design on the visual image of clothing e-commerce brands

The color of the brand's clothing products will not be too bright，the models look softer，and the makeup is lighter. Therefore，the web pages of these clothing brands should present a quiet and comfortable color style. The color of the selected web pages should be low purity，moderate brightness，and color. The blocks are evenly arranged，and the contrast between different colors cannot be too strong，so that it is consistent with the style of the clothing product，but not too obtrusive. For a Hong Kong style women's clothing brand that has a European and American hip-hop feel，the color of the webpage must be rich. You can choose high-purity and high-brightness colors. The color blocks can have a jumping feel and strong contrast. The more lively and dynamic the picture，the more attractive it is. Personality clothing lover. Brand clothing website is an important bridge to communicate the internal and external of clothing enterprises，and is a powerful way to promote brand image and culture. The webpage color design is of great significance for the entire clothing website design. Beautiful and accurate brand clothing webpage color design can improve. The speed and accuracy of viewer information acquisition and classification，and the speed of understanding，can improve the accuracy of consumers' understanding of products than words.

（2）The influence of brand culture display on the visual image of clothing e-commerce brands

Common fashion e-commerce brand culture display methods mainly include text narration，video narration and product display. In general，they use tangible things to express the meaning of intangible cultural elements. In the case of Hong Kong style women's clothing，the culture of Hong Kong style promoted in text must carry words such as "return，personality，and retro"，and the promotion of video must also have retro-style filters and representative Hong Kong style. For a cultural scene，you can choose an empty port or foggy sky for literary and artistic styles，and retro streets or old walls with graffiti elements for street style. The cultural propaganda effect of the clothing product category is the strongest. When the product style is consistent with what consumers want，this is the best cultural propaganda effect.

（3）Impact of product poster publicity on the visual image of clothing e-commerce brands

No matter how attractive the color of the webpage and brand culture is，consumers are still at the core of a clothing brand. Only the fusion of clothing products，poster styles and models can resonate with consumers. The design of product promotion posters is an important means of brand marketing. The reason why the poster has repeatedly studied the beauty of the posters is not so much to meet the aesthetic needs of consumers as it is to use the beauty of posters as a means to make clothing products work harder to consume. The consumer's psychological prejudgment of the product uses the atmosphere shown in the poster to infect consumers' emotions，thereby realizing the consumer's purchasing behavior.

Summary

The emergence of new niche clothing e-commerce brands is the inevitable development of productivity. At the initial stage，their niche nature determines that they must pay attention to the brand's web visual propaganda. The most important of these are web color design，product culture display，and product development. Promotional poster design. Perfect visual design can not only bring a good consumer experience to consumers，but also help to establish the image of your own brand. When these factors are combined，they can clearly show consumers what kind of clothing products they are and allow consumers to consume. Only when the poster feels that the sentiment expressed by the poster is consistent with himself，can he successfully achieve the marketing goal.