The Application Of Color Emotion In The Communication Of E-commerce Visual Image

Nowadays,e-commerce has infiltrated all walks of life,is an essential part of people's life,the traditional companies in electric business platform,online stores,flagship store,etc.,to enhance its own competitive advantage,expand brand awareness,"e-commerce" become the popular vocabulary.According to our daily life experience,image communication is faster and more meaningful than text communication,and the audience is more willing to accept it.In the tide of online shopping,consumers pay more and more attention to personalized experience,especially pay attention to the visual effect of psychological satisfaction,"functional" consumption gradually transformed into "emotional" consumption.In store visual image communication,color is the most part to attract the attention of consumers,color emotion can cause the emotional resonance of consumers,thus,colour emotion is the important role in the visual image of online store.In this paper,quantitative and qualitative research methods are used to study.Firstly,I have sorted out the research background,research value and feasibility of the research on the application of color emotion in the communication of e-commerce visual image through extensive searching data.Secondly,with "e-commerce","visual communication","color emotion" as the key words in academic resources platforms such as Cnki.net,Vip network,Google scholar,search and collect the related literatures,made a comprehensive review,preliminary mastered the research status of this research topic,colour and colour emotion plays an important role in web design,but in the past,the research on color emotion was limited to the study of single color,and the overall color and color collocation of the web page were not analyzed comprehensively.Then,research by sorting out and analyzing data and literature,clarifying the intrinsic relationships between the visual image of the color emotion and consumer psychology: color emotion can cause consumers emotional resonance quickly,and considering the modern network consumer spending habits and ideas have changed,in order to improve the shopping experience of online consumers,I decided to issuequestionnaires from the perspective of consumers and conduct extensive research to study the application of color emotion in the visual image of e-commerce.Finally,I select the specific case “RIO flagship store” to study and analyze,on the basis of long-term observation,the integrated use of the semantic analysis and depth interview method,on the emotion of the colour collocation of the online store and color of the overall analysis.I found that color emotion in the visual image of e-commerce,not only laid the emotional tone of online stores,but also can communicate with users spiritually,and optimize the user experience,increase store traffic and sales.Although enterprises have realized the important function of color emotion in store visual image,but the color emotions and color emotional characteristics of modern network consumers is not accurate enough to hold,it will lead to the following situations: all festive festivals use red color,color emotion and the theme of the festival are not correlated highly,and the coordination is not good between various colors and emotions,so the design of visual image can't be accepted by the target audience and thus prevented the spread of the visual image.I believe that,the mode of e-commerce will continue to dominate in the future for a long time,and consumers will become more and more high-demands,so online stores need to keep pace with The Times,updated store's visual image constantly,to communicate with consumers on emotion.