Research On Visual Balance Of E-commerce APP Interface Design Under The Cognition View

The APP interface is an essential carrier for linking users and e-commerce.It delivers information about products and services to target audiences through visual information,as well as guiding user operations and promoting consumer consumption.With the diversified development of e-commerce APP,the increasing expansion of functions,and the acceleration of network speeds,many e-commerce APP interfaces employ visual stimulation to achieve commercial purposes,and hence various visual information fills every inch of the interface.Users are forced to face complicated interface visual information.This kind of visual pollution not only makes users visually uncomfortable but also causes visual fatigue and cognitive disorder,making it an obstacle to distinguish between primary and secondary information.Users are often forced to absorb too much spam or to miss important information.Too much information will cause users to buy excessively,buy randomly,and to be affected by other over-consumption phenomena while missing important information will lead users to purchase unnecessary commodities,and their real consumption needs will not be met.Therefore,building a balanced visual perception is the only way for the healthy development of e-commerce APP interface design.The paper aims to analyze the visual cognitive characteristics of the e-commerce APP interface design from the perspective of cognition,explore the elements of visual balance and reasons of imbalance in the e-commerce APP interface design from a cognitive standpoint,put forward balance construction principles and strategies to ensure that users have comfortable visual cognition and enjoyable user experience when performing APP operations,and achieve visual cognition balance,to realize good communication between the user and the interface.First,the article analyzes the four cognitive characteristics,including interface function perception,interface level attention,interface element memory,and interface layout response in the design of e-commerce APP interface.According to this analysis,a design principle of e-commerce APP interface that balances visual,physical elements and visual perception of the interface is proposed.Then,based on perception,attention,memory,and response characteristics,that is,the four major factors affecting interface balance,interface function,interface hierarchy,interface elements,and interface layout,are analyzed in detail.Secondly,this article proposes four significant principles and strategies for the visual balance of e-commerce APP interface design in the cognitive perspective,namely,the cognitive logic principle for interface functions and levels,the cognitive unity principle for interface elements and layout,and the principle of cognitive limitation for interface layout and function,the principle of cognitive-communication oriented to the elements and levels of the interface,and the four major strategies of shaping interface emotion,creating interface texture,constructing interface aesthetics,and generating interface goodwill.Finally,the article attempts to apply the above research results to specific cases in combination with actual design projects and summarize the research results,deficiencies and prospects.