数字化转型下电商海报视觉语言的动态化革新研究
Research on the Dynamic Innovation of E-Commerce Posters Visual Language during Digital Transformation

在数字化时代，电子商务高速发展，视觉传播成为影响消费者决策的一个重要因素，电商海报设计呈现出从静态走向动态的范式转变。本文主要探讨电商环境下海报视觉语言的转变，对比应用动静态海报的差异，从图形的动态演绎、文字的信息引导和色彩的情感表现三方面进行分析。研究表明，电商动态海报在创新视觉语言、增强信息传递、激发情感共鸣等方面具有明显的优势。随着数字技术迭代，动态海报将进一步推动电商视觉传播的个性化发展，设计师需积极构建动态海报的表现方式与叙事逻辑，创作出兼具创新性与传播力的作品，助力各平台和品牌在竞争中脱颖而出。
In the digital era, e-commerce has witnessed a rapid growth, and visual communication has emerged as a crucial factor influencing consumer decisions. The design of e-commerce posters has undergone a paradigmatic shift from the static to the dynamic. This article primarily delves into the transfor-mation of visual language in e-commerce posters, contrasts the disparities between the application of static and dynamic posters, and conducts the analysis from three aspects: the dynamic interpretation of graphics, the information guidance of text, and the emotional expression of color. Research indicates that dynamic e-commerce posters possess distinct advantages in innovating visual language, enhancing information transmission, and stimulating emotional resonance. Alongside the iteration of digital technology, dynamic posters will further facilitate the individualized development of e-commerce visual communication. Designers are required to actively construct the expression methods and narrative logic of dynamic posters to create works that are both innovative and possess strong communication power, assisting various platforms and brands to stand out in the competition.