详情
这是一本讲解网页广告设计与制作的图书，针对从事网页广告设计类人群，使读者快速而全面地掌握网页设计方法和制作流程。
本书根据各种网页广告的位置和内容结合大量实际商业案例进行讲解，穿插案例（49个）和举一反三（58个），全面而深入地阐述了网页广告的分析过程、思路展示，以及方案的制作过程。以方案淘汰的形式，对可行方案进行修改，制作出符合客户要求的广告。
目录
01 剖析网页设计.............019
1.1 客户需要我们提供什么....................020
1.1.1 不同网页用不同设计..........................021
1.1.2 拓展设计思路....................................021
1.1.3 色彩的吸引力....................................022
1.1.4 灵活的布局........................................024
1.1.5 造型的组合........................................025
1.1.6 灵活组合网页元素............................025
1.1.7 优化网页............................................028
1.2 搭建网页的12块砖............................030
1.2.1 文字基石............................................030
1.2.2 抢眼标题............................................031
1.2.3 Tab标签 ............................................031
1.2.4 导航指引...........................................032
1.2.5 丰富菜单...........................................033
1.2.6 延展表单...........................................033
1.2.7 面子Logo..........................................033
1.2.8 Icon...................................................034
1.2.9 跳转轮播...........................................034
1.2.10 广告图.............................................035
1.2.11 图片列表..........................................035
1.2.12 弹出层..............................................035
1.3 常见网页布局....................................036
1.3.1 精细设计布局...................................036
1.3.2 赋予导航栏意义.............................. 038
1.3.3 寻找合适的布局...............................038
02 广告与网页的亲密性..039
2.1 媒体广告............................................040
2.1.1 报刊广告............................................040
2.1.2 广播媒介............................................041
2.1.3 电视媒体...........................................041
2.1.4 网络媒体...........................................042
2.2 剖析成功网页...................................045
2.2.1 成功网页的原因................................045
2.2.2 网页设计的要点...............................046
2.3 不同类型的网页广告........................049
2.3.1 **强效果广告....................................049
2.3.2 小面积广告.......................................050
2.3.3 竖式广告...........................................051
2.3.4 翻卷广告...........................................052
2.3.5 弹跳式广告.......................................052
2.3.6 悬浮广告...........................................053
2.3.7 赞助广告...........................................054
2.3.8 竞赛和促销广告................................055
2.3.9 直邮广告...........................................055
03 怎样做好网页广告.....057
3.1 选取有表现力的图片........................058
3.1.1 使用简单的照片.................................058
3.1.2 剪切也是一种设计工具....................059
3.1.3 网页图片切片....................................060
3.2 抢眼球的构图..................................061
3.2.1 比例关系............................................061
3.2.2 位置关系...........................................061
3.3 合理协调配色...................................064
3.3.1 有效的管理配色................................064
3.3.2 色调传递感情....................................066
3.4 人性化的设计理念...........................070
3.4.1 设计理念很重要................................070
3.4.2 不同风格的展示...............................072
04 Banner设计..............075
4.1 女士皮包广告.....................................078
4.2 男士皮鞋广告....................................082
4.3 坚果电商广告.....................................087
4.4 云南风情披肩广告............................093
4.5 越野车广告........................................098
4.6 品牌男装广告....................................103
4.7 马尔代夫旅游广告.............................107
4.8 韵味翡翠广告.....................................111
4.9 冰川矿泉水广告.................................115
4.10 品牌女装广告...................................121
4.11 马术俱乐部广告................................126
4.12 冰箱广告...........................................131
4.13 儿童绘画培训广告...........................135
4.14 游乐场广告......................................140
4.15 冰淇淋甜品店广告...........................147
05 按钮广告设计.............153
5.1 女鞋广告.............................................156
5.2 港式茶点广告....................................160
5.3 女性香水广告....................................166
5.4 男士护肤广告.....................................170
5.5 家具广告.............................................174
5.6 狗粮广告............................................179
5.7 口红广告.............................................182
5.8 裙子按钮广告....................................185
5.9 家政服务广告....................................189
5.10 沙漠旅游广告..................................193
5.11 手表广告...........................................197
5.12 婴儿奶粉广告..................................201
5.13 五谷杂粮广告..................................206
5.14 摄影写真广告...................................211
06 对联广告设计.............217
6.1 时尚旅行箱广告................................220
6.2 职业培训机构广告...........................225
6.3 花店促销广告....................................230
6.4 战地游戏广告....................................234
07 翻卷广告设计.............237
7.1 女性购物广告.....................................240
7.2 滑雪比赛广告....................................246
08 弹跳式广告设计.........251
8.1 品牌彩妆广告....................................254
8.2 啤酒广告............................................258
8.3 高端墨镜广告...................................262
8.4 玉器广告............................................265
09 页面悬浮广告设计.....269
9.1 天然蜂蜜广告....................................272
9.2 女士牛仔裤广告................................276
10 赞助式广告设计.........281
10.1 汉堡公益广告..................................284
10.2 美发产品广告.................................288
11 竞赛促销广告设计.....291
11.1 游泳比赛宣传广告...........................294
11.2 犬舍促销宣传广告..........................298
11.3 山地直降赛宣传广告......................303
11.4 创意比赛宣传广告..........................307
12直邮广告设计.............311
12.1 红酒宣传直邮广告..........................314
12.2 果蔬园宣传直邮广告......................318
