【作者】 刘锋；

【导师】 王艳君；

【作者基本信息】 福州大学 ， 视觉传达设计（专业学位）， 2018， 硕士

【摘要】 2015年3月,在李克强总理的大力号召下,“互联网+”行动计划被大力推崇到各个领域,各行各业把互联网作为载体,连接线上线下的新型消费在逐渐升级,在此基础上将互联网+以及020推向了高峰。在经历过资本寒冬之后,国务院再次发文大力支持020,明确鼓励生活服务类020,将020渗透到各行各业,推动衣食住行、旅游、健康娱乐等生活服务在线化,促进线上线下服务相结合,提供个性化便利的服务,促使人们较好的感受020带来的生活便利和友好的服务。随着人们对衣食住行要求的变高,人们更关注食品健康状况和安全问题,人们对鲜果配送的质量和优质水果提出来更高的要求。许多生鲜电商APP日益发展,为消费者提供了许多鲜果供应平台,由于整个生鲜电商平台的特殊性,生鲜电商的仓储、物流、冷藏保鲜技术等条件的限制,导致许多生鲜电商APP一直处于亏损状态,大多数都是砸钱运营,没有很好的实现盈利,无法带给消费者良好的购物体验。而“觅桃鲜果配送”市场定位于高端人群,对生活品质有一定的要求,想要有一个健康生活方式的人群。打通与品质鲜果的通道,为这一部分人群带来优质、放心的高品质鲜果产品020服务。本课题通过“觅桃鲜果配送”APP视觉设计研究,将目标人群定位准确,重新定义目标人群的视觉呈现,既是在传统生鲜配送基础上的优化,同时也促进了鲜果APP的发展。文章着力于设计实践的探索与研究,文章总共分为四个部分:第一章主要介绍了课题的研究目的及意义、背景、研究方法以及解决的关键问题等;第二章介绍数字时代背景下视觉设计理论及APP界面设计发展分析;第三章首先对鲜果配送市场调研情况分析,分析其市场竞品发展状况,用户画像分析,从而构建出“觅桃”鲜果配送APP视觉形象;第四章通过结合实际的调查报告,确立起产品形象后进行实际探索设计实践,最后对全文进行总结。本课题创新之处在于重新定义了目标人群,针对目标人群做精准定位,确立一个高品质的鲜果配送平台,为这一人群带来优质放心的服务,从生鲜电商大类别中细化一个鲜果配送,单独优化鲜果配送这一小而美的平台。“觅桃鲜果配送”APP视觉设计中,icon的设计,APP板式设计,色彩的设计都有创新的体现,觅桃吉祥物将情感化设计较好的融入APP中,不仅弥补了这鲜果配送市场的空白而且是对生鲜电商发展的探索与尝试。更多还原

【Abstract】 In March 2015,under the strong call of Premier Li Keqiang,the"Internet +" plan of action was highly respected in all fields.Most industries took the Internet as a carrier and the new consumption of online and offline connections was gradually upgraded.Based on this,development of the "Internet+" and 020 increased to the peak.After the cold winter of capital,the State Council once again issued a document vigorously supporting 020,explicitly encouraging life service 020,infiltrating 020 into every aspect of life,promoting the online service of daily living,tourism,health and entertainment,promoting the combination of online and offline services,improving personalized convenience services,prompting people to a better,more convenient and friendly service of 020.The demand of basic necessities oflife is increasing,and people pay more attention to the health and safety of food.The demand of better quality of fruit delivery and high-quality fruits has been increased.Many Apps of fresh electricity supplier is developing rapidly,providing consumers with many fresh fruit supply platforms.Due to the particularity of the platform for fresh electricity supplier,the restriction of the conditions of storage,logistics and cold preservation of fresh electricity suppliers,many Apps of Fresh electricity supplier have been at a loss,most of which are a waste of money and do not make a good profit,and do not bring consumers a good shopping experience.The market positioning of the "MITAO fruit distribution" is the people of high social status who have certain requirements on the quality of life and want to have a healthy lifestyle.I tend to open up the channel with quality fresh fruit and bring good quality 020 services to high quality fresh fruit products for this part of the population.This topic through the App of visual design named "MITAO Fruit Delivery" to position the target population accurately and to redefine the visual presentation of the target population,this can not only optimize the traditional fresh delivery,but also promote the development of fresh fruit App.This article focuses on the exploration and research of design practice.The article is divided into four parts altogether.The first chapter mainly introduces the research purpose and significance,background,research methods and key problems to be solved.The second chapter introduces the background of the digital age and the theoretical analysis of the visual design of App interface development.The third chapter is about the analysis of fresh fruit distribution market research,and the analysis of the development of its market competing products,user portrait analysis,and the building of the visual image for fresh fruit distribution APP named "MITAO".The fourth chapter combines the actual of the survey report to establish the product image after the actual exploration of design practice,and finally conclude the full text.The innovation of this project lies in redefining the target population,targeting the target population,establishing a high-quality fresh fruit distribution platform and bringing good services to this group,and refining one category from the fresh electricity supplier category distribution of fresh fruits,which individually optimizes fruit delivery by this small and beautiful platform.The visual design,icon design,App board design,color design has an innovative embodiment and in addition,the emotional design and the App are well integrated by the mascot.This would not only fill the gap for the delivery of fresh fruit market but also facilitate the exploration of the development of fresh electricity business.更多还原