| With the development of the Internet economy and the arrival of digital age, peoplehave gained more and more access to information. Shopping online has become a newshopping mode, which is challenging the traditional one and urges people to changetheir ways of life. The emergence of B2C shopping website is making more and morecustomers to choose self-help shopping on the Internet, a convenient way which saveslots of unnecessary time and effort.So far the domestic research on B2C website mainly focuses on the marketingmethods, successful business model and network users’ psychological behavior. Also,most research on the website design focuses on the overall construction and color layout.The visual study of the website design is traditionally based on the research of theaesthetics and the principles of aesthetics.User experience is influenced by the website interface design. The idea oftaking the user experience as the center of design is influencing more and more designfield. An excellent website should bring visual enjoyment and operational convenienceto its users. This thesis analyzes the present situation of B2C website by studying thebasic concept, domestic development of B2C website and the consumer cognitivepsychology. In the process of analyzing the visual elements of B2C website interface,the author mainly analyzes the comparison between the dynamic web page and staticweb page, the navigation bar and the website interface color.At last, the thesis takes the success of VANCL as a specific case to analyze thewebsite interface. The website of VANCL displays the commodity information in ahumanized way and takes the user experience as the center of the current design. Thisthesis analyzes and summarizes a series of website elements such as the design of itemdisplay list and shopping cart and the user experience etc. In the process of analyzingthose elements, whether the design meets the aesthetic requirements and promote theuser experience should be paid close attention. |
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