What problems should be paid attention to in Taobao picture design?

What problems should be paid attention to in Taobao picture design?

What can Taobao pictures do to attract people? What problems should be paid attention to in Taobao picture design? Four problems that should be paid attention to in Taobao picture synthesis design are shared with artists.

This chapter has an in-depth understanding from the following four aspects!

① Basic attributes

② color

③ Light and shadow

④ visual angle

1. Basic attributes: time and place

First of all, there are obvious differences in artworks, architecture, humanities and costumes in different periods. When choosing the material of the picture, we must set the age, region, history and humanities required by the picture;

Through the background texture, tone and environment, we can distinguish the styles of the above three pictures, which are retro, sweet and simple respectively. The texture and tone environment are all related to the environment, history and humanity in our lives. So when choosing materials, sit in the right position; Firstly, the key words of the required materials are extracted, and then related words such as synonyms and synonyms are expanded according to the key words; Search for material pictures with the same attributes through different keywords.

2. Color: hue, hue and color scale.

First, the tone

According to the characteristics of color lightness, we can divide lightness into high lightness, pure color and low lightness.

Bright colors are often used for children and women, and tend to be soft pictures; Pure tones have high color saturation and strong color penetration, and are often used in e-commerce design for marketing promotion. Contrast colors are also formed by high-purity color contrast. Low lightness tones are often used in luxury, quality and texture design pages.

After this division, we can choose the appropriate matching materials according to the attributes, appearance and other characteristics of the products.

After the lightness is determined, choose a general direction between cool color and warm color, and then choose the material, so that the tone of the selected material will not be too far apart, and it is easier to adjust later.

B, color (mainly used for photographic picture material)

Shadow is a gradual trend of light and shade in an object image under light irradiation. The design of color tone is the design of light and shade. Understanding the essence of color tone is conducive to setting off the artistic conception of the picture and rendering the theme.

According to the brightness of the whole picture, the tones are divided into high-key, medium-key and low-key. According to the difference between the brightest part and the darkest part in the picture, the timbre can be divided into long sound, short sound and hard sound.

High-profile clean, ethereal, lively and lively, white to light gray accounts for the vast majority of the picture, and dark color only accounts for a small part.

The middle tone is peaceful, simple, hazy and subtle, and gray accounts for the vast majority of the picture.

Low-key, deep, steady, jumping, dark color accounts for the majority, bright color accounts for a small part.

The long sound is delicate and soothing, the tone color transition is even and the layers are rich. Short notes are short and straightforward, with distinct color levels and strong sense of rhythm. Hard tones are strong, with few color levels and strong contrast.

C, color level

Everyone knows that sunlight will be divided into seven colors through Mitsubishi mirror, but few people know the specific difference. Color is a feeling, and light is a substance-electromagnetic wave. It is precisely because of the different wavelengths (electromagnetic waves) of the seven colors that a colorful physical world is created.

If you look at the above picture, you will find that the trees nearby are more saturated and the trees in the distant hills are more unsaturated. This is because the object reflects the color of the sun (electromagnetic wave), which is far away. Color (electromagnetic wave) is scattered by tiny molecules in the atmosphere. When the electromagnetic wave is captured by the eyes, it will weaken a lot, so the spatial relationship between distance and distance will be visually produced.

Select the colors of highlights, midtones and dark parts of the foreground and middle scenes again. The nearby images have higher contrast and rich details; The foreground image has low contrast and no details; Therefore, when choosing the material, the picture with the same contrast and saturation will be more integrated with the picture.

According to the analysis of the above photos and the composition of the above two great gods, we can also find the law of color change. It is concluded that the nearby color saturation is high, the contrast is high, the details are rich, and the three-dimensional sense is strong, while the distance is the opposite. Therefore, choose the right color material to put in the near, middle and far of the picture to make the picture more realistic.

3. Light and shadow: the direction of light and the environment of light.

First, the direction of light

Especially in the synthetic scene, this is very important, and it will be more natural to choose the same direction of light and shadow image fusion.

Side light, that is, backlight, helps the main light outline the outline of the photoreceptor, separates the subject from the background and creates a sense of space.

Top light, the light comes from directly above the subject, such as the midday sun, which will give people a mysterious and sacred feeling.

Bottom light, which comes from below the subject, usually shows a darker and scarier side.

Side lights and headlights. Side light refers to the light emitted from the left or right side of the subject, which will enhance the three-dimensional sense of the picture! For example, in the left picture, because the light comes from the side, obvious bright and dark parts will be formed on the face and clothes. In contrast, the three-dimensional sense is strong. Just like girls love beauty and make-up, they will also apply different foundations on their faces to make their facial features more stereoscopic and refined.

B, light environment (mainly for photographic pictures and products)

Strong light VS soft light, the objects in the strong light picture have strong stereoscopic impression, obvious projection and obvious light-dark boundary. If you take it out as material, it is difficult to adjust the light and shadow, and you can only combine pictures or products with the same light and shadow intensity; On the other hand, the soft light picture has a soft tone transition and no obvious projection. You can adjust the light and shadow intensity of the material according to the needs of the picture. When collecting materials, try to collect soft materials and edit them again.

Indoor VS outdoor, when the light is good, the indoor light is soft and the outdoor light is strong. (in the case of only natural light)

Cloudy day VS sunny day, different weather colors, light and shadow will be different, so you should also pay attention to the weather changes in the picture when you are outdoors.

In addition to paying attention to the light environment, we should also understand the light source. Any object that can radiate visible electromagnetic waves can be called a light source, including sunlight, lightning, flame, fluorescent organisms, artificial light and so on. Because objects do not emit light, all the objects we see reflect the light emitted by light sources, so the visual effects of objects under different light sources are very different.

4. Angle of view: apparent horizon, shooting distance

First, the apparent horizon

Visual horizon, one of the technical terms of perspective, is a horizontal line parallel to the painter's eyes. The common horizon and horizon are the apparent horizon.

The apparent horizons of products and models are determined when shooting. When the product is placed in the background picture, it is necessary to ensure that the apparent horizon of the product is consistent with that of the background picture, and the product fusion will be more harmonious. Therefore, it is necessary to find the apparent horizon of the product before synthesis, and then match the background image.

Briefly explain the three types of perspective, so that we can find the apparent horizon. The first is Parallel perspective (that is, a small perspective). As long as one face of the cube is parallel to the picture, the perspective line disappears in the center, which is called Parallel perspective.

Two-point perspective method, any side of the cube is not parallel to the picture (that is, at a certain angle with the picture), but the vertical side is perpendicular to the picture, and there are two vanishing points, which is called angular perspective method, also known as two-point perspective method.

Any face of the cube is inclined to the picture (that is, when the human eye looks down or down). In addition to the left and right vanishing points, there is also an upper vanishing point or a lower vanishing point on the graph, so the cube is a three-point perspective.

The schematic diagram of one point perspective, two point perspective and three point perspective above will be clearer.

Then after understanding the perspective, the perspective of goods, the perspective of background and the perspective of small elements must be unified in one scene to achieve a more realistic visual effect. This undoubtedly adds a condition to the selection of materials, and the difficulty of finding materials is+1.

B, shooting distance

For example, the above picture has a macro, medium and long-term perspective, and the background of the picture must be combined with the product when selecting materials. Macro shots have rich details, clear texture, high color saturation and delicate light and shadow; The details of the middle shot are relatively few, but there are obvious light and shadow directions; Vision has only a rough outline, no details, and the direction of light and shadow is not clear.

Just like the poster above, there are close shot, middle shot and long shot in the scene, and the general goods are placed in the middle shot. When selecting materials, we should choose materials with appropriate proportion and uniform angle, and non-uniform materials can also be processed later.

However, the processed material is always not as realistic as the original material, and there will be some defects more or less. At the same time, creating a scene is not only for the cool visual effect, but also to reflect a certain feature and selling point of the product through the scene, so the style attribute of the material must also be combined with the attribute of the product.

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