一个值得全体信息流优化师和SEMer珍藏的落地页！
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">知识 | <span style="color: black;"><strong style="color: blue;">经验 </strong></span>| <span style="color: black;">新闻</span> | 资料 四大版块</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者：杜江 艾奇学院特约作者</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/NDxke64sBEC2cqvVcQtvhyMnYQMZExPy2DQibg1Q0hInxC3DKJjZgcXfWUtyg6t6ib5mMb8wCN3CsTn0jaLpClyQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>一个17年工龄的老<span style="color: black;">宣传</span>人，看到下文中的这个落地页设计时，我的<span style="color: black;">第1</span>感觉是要<span style="color: black;">爱惜</span>—— <span style="color: black;">能在一个页面里完美的跳入每一个设计忌讳的坑，<span style="color: black;">亦</span>是难得一见的 。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>都<span style="color: black;">晓得</span>，大部分落地页的任务是要促成转化，而转化的前提是要先留住客户。<span style="color: black;">亦</span><span style="color: black;">便是</span>说， <span style="color: black;">从用户点击<span style="color: black;">宣传</span>进入落地页<span style="color: black;">转</span><span style="color: black;">起始</span>，到提起兴趣之前，<span style="color: black;">不可</span>令其产生关闭页面的想法 。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然而现实<span style="color: black;">状况</span>是，大部分用户在进入页面后还没正经看两个字就<span style="color: black;">已然</span>被排版、<span style="color: black;">照片</span>等<span style="color: black;">导致</span>的不舒适感烦得退出去了，哪里还等得到转化……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">尤其是下面</span><span style="color: black;">这个落地页，不管是 <span style="color: black;">整体结构、页面排版，还是<span style="color: black;">照片</span><span style="color: black;">选取</span>、色彩搭配等 </span>，都完美避开了所有的正确做法。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/NDxke64sBEC2cqvVcQtvhyMnYQMZExPyG7ITeLCZrCHHYibWa6WZWVRypXGvsxaicvQ9NMkVvrpy54xGPNIZnAlw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">设计<span style="color: black;">规律</span>vs美女<span style="color: black;">规律</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">落地页给到人的 <span style="color: black;"><span style="color: black;">第1</span>眼感觉 </span>，<span style="color: black;">能够</span>理解成人正常<span style="color: black;">状况</span>下 <span style="color: black;">猛然看到 </span>一个事物时的 <span style="color: black;">整体感受 </span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就像<span style="color: black;">咱们</span>对一个姑娘的 <span style="color: black;"><span style="color: black;">第1</span>印象 </span>是比较干净、时尚、眉清目秀、气质良好，<span style="color: black;">而后</span><span style="color: black;">咱们</span>的印象里就会<span style="color: black;">始终</span>记得这姑娘是美女，<span style="color: black;">实质</span>上你<span style="color: black;">无</span>细看，她<span style="color: black;">亦</span>许长相<span style="color: black;">通常</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">落地页设计<span style="color: black;">亦</span>是如此，<strong style="color: blue;"><span style="color: black;">第1</span>眼美很重要</strong>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">类似 <span style="color: black;">排版乱、<span style="color: black;">照片</span><span style="color: black;">无</span>感觉、loading时间长 </span>这些问题都会给到用户 <span style="color: black;">很糟糕 </span>的<span style="color: black;">第1</span>眼感觉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，一个想要吸引用户留下来看到你<span style="color: black;">营销</span>文案的落地页，需要<span style="color: black;">尤其</span><span style="color: black;">重视</span>下列 <span style="color: black;">3个节点 </span>的设计：</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第1</span>眼唤起<span style="color: black;">心情</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个好的落地页，给人的<span style="color: black;">第1</span>眼需要符合以下两个<span style="color: black;">要求</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、<span style="color: black;"><span style="color: black;">不可</span>杂乱无章 </span>，<span style="color: black;">第1</span>眼杂乱无章会<span style="color: black;">增多</span>阅读压力，有压力自然会逃避。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、几乎在<span style="color: black;">第1</span>眼的<span style="color: black;">同期</span>，进入用户眼睛的<span style="color: black;">照片</span>要能 <span style="color: black;">激发起用户的认同感 </span>，用户才会产生兴趣。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">上面两点都实现，<span style="color: black;">亦</span><span style="color: black;">便是</span>既 <span style="color: black;">看着不累，又有感觉 </span>，用户才会暂时留下来。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第二眼展开勾搭</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第1</span>眼过关之后，<span style="color: black;">便是</span>第二眼。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">刚才</span><span style="color: black;">第1</span>眼咱们只要是照顾用户的<span style="color: black;">心情</span>，先让他稳下来，<span style="color: black;">此刻</span>第二眼要做的事情<span style="color: black;">便是</span>要把<span style="color: black;">咱们</span>想要用户看的东西，清晰的放在<span style="color: black;">她们</span>自然会看的<span style="color: black;">地区</span>，切记不要用多余无用的东西来影响<span style="color: black;">她们</span>。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第三眼搞定钱包</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来就好办了，人<span style="color: black;">咱们</span>勾搭住了，只要<span style="color: black;">即时</span>给到他一个 </span><span style="color: black;">方便易懂好操作的引导方式，促成<span style="color: black;">她们</span>行动就好了 <span style="color: black;">。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当然，这个方便易懂好操作要看你推广的是什么类型的用户，<span style="color: black;">例如</span>针对<span style="color: black;">青年</span>和年长用户<span style="color: black;">思虑</span>的就不<span style="color: black;">同样</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一</span>，还要看你的目的，是要指引咨询还是要指引填表单，<span style="color: black;">倘若</span><span style="color: black;">此时</span>用户找不到行动的进一步指引，可能他不会有耐心仔细再翻一遍，<span style="color: black;">引起</span>前功尽弃。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">设计视角VS用户视角</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简单介绍了一下落地页设计的<span style="color: black;">需求</span>，<span style="color: black;">咱们</span><span style="color: black;">一块</span>回到本文开头那个值得全行业人士珍藏的信息流<span style="color: black;">宣传</span>页面，以他为案例，说说，<span style="color: black;">到底</span>犯了<span style="color: black;">那些</span>忌讳，应该怎么<span style="color: black;">调节</span>。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">品牌logo到底要不要放</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是某个厨房改造<span style="color: black;">机构</span>制作的<span style="color: black;">宣传</span>落地页，用户点击<span style="color: black;">宣传</span>进入后看到的<span style="color: black;">第1</span>眼是下面这个样子的，出于人道主义的<span style="color: black;">思虑</span>，<span style="color: black;">咱们</span> <span style="color: black;">匿掉了品牌logo、名<span style="color: black;">叫作</span> </span>等信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/NDxke64sBEC2cqvVcQtvhyMnYQMZExPypwV7AIEHceibfQCu7rLNuS3zsa4jYT0aXia3uR1ibEZNUfv07BlM6TVoQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这个落地页的整体结构<span style="color: black;">包括</span>页头、导航、头图、主体及底部转化浮层——而这，</span><span style="color: black;">其实是一个门户网站的设计结构 </span><span style="color: black;">。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上，用门户网站的结构去做信息流<span style="color: black;">宣传</span>的落地页是一种很不讨巧的方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">信息流<span style="color: black;">宣传</span>落地页设计重点是要在奇短无比的时间内抓住用户的痛点，狠抓猛打，直刺人心， <span style="color: black;"><span style="color: black;">海量</span>内容的堆砌很容易让用户丧失掉那少得可怜的耐心 </span><strong style="color: blue;">。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">例如</span>导航！</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由于</span>门户网站是对某个企业或<span style="color: black;">制品</span>的从整体到细节的详细描述，信息流很大，且架构<span style="color: black;">繁杂</span>，需要多次<span style="color: black;">转</span>，为了让搜索进来的用户找到要<span style="color: black;">转</span>的<span style="color: black;">地区</span>，就需要用“导航“来指引用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而信息流<span style="color: black;">宣传</span>的前提 <span style="color: black;">并非是基于用户的主动搜索 </span>，他是不想看<span style="color: black;">宣传</span>的，在<span style="color: black;">这般</span>一个心理背景下设置导航，显然高估了用户的耐心，以为”用户会想<span style="color: black;">认识</span><span style="color: black;">咱们</span><span style="color: black;">更加多</span>呢！”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上用户<span style="color: black;">仅有</span>在 <span style="color: black;">产生<span style="color: black;">剧烈</span>兴趣 </span>并且对<span style="color: black;">制品</span> <span style="color: black;">有刚需</span>时，才“<span style="color: black;">亦</span>许”会想要多<span style="color: black;">认识</span>，<span style="color: black;">这里</span>之前，这些导航的设置除了让用户觉得繁杂凌乱，别无它用。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">再<span style="color: black;">例如</span>页头。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这一页的页头部分占掉了1/6<span style="color: black;">那样</span>大的屏幕，可惜，<span style="color: black;">针对</span>一个信息流<span style="color: black;">宣传</span>落地页<span style="color: black;">来讲</span>，这1/6版面的logo展示的毫无<span style="color: black;">道理</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span>呢？还是从门户网站说起。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">通常</span>门户网站的页头都会做logo，<span style="color: black;">亦</span>不需要做很大，只要存在就好，反正用户来回主页都是会看到的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">然则</span>落地页里用logo目的是要品牌露出，是要让用户<span style="color: black;">晓得</span>你看的是我这个品牌的东西，<span style="color: black;">那样</span>就 <span style="color: black;">不如把logo放在主图位置更醒目，<span style="color: black;">更易</span>被人看到 </span>。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">塞的内容越多效果越糟</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">排版<span style="color: black;">包括</span><span style="color: black;">照片</span>的 <span style="color: black;"><span style="color: black;">体积</span>、位置、<span style="color: black;">摆列</span></span>、文字的 <span style="color: black;">行距、边距、间距 </span>等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从理论层面看，排版就像是设计师的<span style="color: black;">规律</span>，是一个已经非常成熟的系统理论。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说，</span><span style="color: black;"><span style="color: black;">怎么样</span>排更适合用户体验是有规则可循的</span><span style="color: black;">。</span></span><span style="color: black;">然而，本案中的这个落地页完美的避开了所有正确排版的规则。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>头图：</span><span style="color: black;">（见上一张图的结构说明），占比很大，却<span style="color: black;">无</span>表达出什么。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“梦想中的厨房”部分，依然是门户页的设计习惯（当然<span style="color: black;">亦</span>可能是设计师直接搬了模板照抄），在<span style="color: black;">那样</span>逼仄的<span style="color: black;">地区</span>排了三张图。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">讲真，不要妄想所有点击你<span style="color: black;">宣传</span>的用户都是在拿着iPhone Plus<span style="color: black;">乃至</span>是iPad看<span style="color: black;">宣传</span>，就算是Plus的屏宽，这么三张图挤在那儿<span style="color: black;">亦</span>会 </span><span style="color: black;">严重影响视觉舒适度和信息传播度</span><span style="color: black;">，就像此案中，完全<span style="color: black;">无</span>将“梦想中的厨房”的感受传达给用户。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">还有字体：</span></span><span style="color: black;"><span style="color: black;">全部</span>页面多达 <span style="color: black;">5种字体 </span>（还不<span style="color: black;">包含</span>斜体等变体），大标题、标题、正文、题图字等的区分<span style="color: black;">亦</span>很凌乱。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">设计师似乎完全<span style="color: black;">无</span>计划，大概只是觉得：“嗯，<span style="color: black;">刚才</span>用了这个字体了……<span style="color: black;">那样</span>，<span style="color: black;">此刻</span>来换一个吧！”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这般</span> <span style="color: black;">无规则的设计会给用户传递一种混乱的信息，影响用户看到有<span style="color: black;">道理</span>的内容 </span>，<span style="color: black;">引起</span>用户失去往下拉的兴趣。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不仅如此，所有需要留出<span style="color: black;">更加多</span>行间距、边距的<span style="color: black;">地区</span>，设计师一概填满了元素；填写信息部分，两个文字框和申请按钮之间的间距都不一致……啊啊啊尴尬癌都要犯了……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">这些都会<span style="color: black;">增多</span> <span style="color: black;">视觉上的拥挤感，<span style="color: black;">增多</span>用户的阅读门槛</span>，让用户失去耐心，<span style="color: black;">加强</span>跳出率。</span><span style="color: black;"><span style="color: black;">例如</span>下面这个，<span style="color: black;">上下</span>两边边距不等：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPyFrQ19mnxlpxEnfQVXZ7M25dSv781r14zqfdlaWOvo3gqMWJbdAMY2g/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>这个表单，三个元素之间的间距不等：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPyUUVrniclFZGhBd6gaWGWUGfnliajibhb3EriavibrCCxZc1vCaoqGZey8Ww/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>这个，“改造后”文字几乎占满了蓝绿色底图：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPy8Oib2j9KgTrYsNzkpqmvLvO3Y8AnASE2xBLIBbAicUonTicMByWJ0elAQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">照片</span>是用来传达<span style="color: black;">心情</span>的</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">照片</span>在落地页中，<span style="color: black;">常常</span>起到唤起<span style="color: black;">心情</span>、加强<span style="color: black;">心情</span>、促进行动的<span style="color: black;">功效</span></span><span style="color: black;">，<span style="color: black;">因此呢</span>，<span style="color: black;">照片</span><span style="color: black;">选取</span>的好坏非常重要。而本案中的<span style="color: black;">非常多</span><span style="color: black;">照片</span><span style="color: black;">选取</span><span style="color: black;">叫作</span>得上诡异……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>下面这张。为了指出用户的痛点，设计师在脏乱差厨房图集锦后，放了一张家庭主妇大声呼喊的<span style="color: black;">照片</span>，<span style="color: black;">照片</span>上还配了文字：您，<span style="color: black;">是不是</span>还在隐忍厨房的凌乱？？？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我把图放大<span style="color: black;">有些</span>，<span style="color: black;">大众</span><span style="color: black;">一块</span>来感受一下，有<span style="color: black;">无</span>觉得哪里不对？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPyuRtxf8FaNXFL08T1qv5VibIKDA2CtBQbMtW3xCjnXQZnVQsDKyBw46A/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">主妇<span style="color: black;">满脸</span>崩溃，却对你说：“您，<span style="color: black;">是不是</span>还在隐忍？“——<span style="color: black;">这般</span>的对话……现实么？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">但<span style="color: black;">倘若</span>改成<span style="color: black;">这般</span>呢？</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/NDxke64sBEC2cqvVcQtvhyMnYQMZExPy0otpt1szokCeBg6LibUPmg4dAKk91HmA0ib9O88DlUX3JEcIfDiaZ83Xg/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是不是感觉主妇真诚了许多？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再来看一组<span style="color: black;">照片</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了说明厨房改造后的<span style="color: black;">“成功案例”</span>，落地页上放了一组<span style="color: black;">这般</span>的<span style="color: black;">照片</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPy8Jq68qic0Ipd3b3ZicILhAo9mXasjcgaD88W1JukMkJEmsrGKjk1jWoA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从设计<span style="color: black;">方向</span>看，<span style="color: black;">照片</span>的内容、形式、构图、<span style="color: black;">方向</span>都是在传达<span style="color: black;">心情</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可是这张图给到用户的感觉是<span style="color: black;">怎么样</span>的呢？是会觉得“真的好赞哦！”，还是觉得“啊，这<span style="color: black;">便是</span>改造完的？还不如我家的呢……”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">再<span style="color: black;">例如</span><span style="color: black;">这般</span>的一个广角俯视图：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPyrGW7qy4DMQCWF0pmn9Y9hKbLicHBZOTmD5o0UE3jfAz1n4wfF4xI1Bw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">既然是整理收纳后的<span style="color: black;">照片</span>，应当尽可能<span style="color: black;">表现</span>一个“完美”厨房的样子，传递给用户一种好想体验的感觉，可<span style="color: black;">照片</span>中这满满的烟火气……</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">你是想让我说你实诚呢？</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">还是说你不懂营销呢？</span></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">底线是不要扰乱用户视线</span></strong></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">依然是头图，这次<span style="color: black;">咱们</span><span style="color: black;">来讲</span>他的 <span style="color: black;">配色问题</span>（这个头图到底犯了多少错，感兴趣的<span style="color: black;">能够</span>回头去点点……）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPy6sfLWza4RcNaoSe1I90C5YA7gibBEABgpbDhDZqfFMSuuQzfXzmu3LA/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>把头图放到最大，<span style="color: black;">发掘</span>依然需要定睛仔细看<span style="color: black;">才可</span>看清“不负好时光”那一堆字，直接手机上看的话，这几个字<span style="color: black;">便是</span>花的，看不清楚。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span>许设计师会说：<span style="color: black;">“本来就不需要看清啊，<span style="color: black;">便是</span>个<span style="color: black;">安排</span>啊！”</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可是，一个设计元素，连看都看不清，留着它过年么？<span style="color: black;">咱们</span>不指望一个元素既好看又能传达有效信息，但它<span style="color: black;">起码不要扰乱用户视线，影响用户看到真正有效的信息 。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有这个：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_png/NDxke64sBEC2cqvVcQtvhyMnYQMZExPyVib0jiawfEF6wVxFjImQj5b2YicibcGnRQdPtf1mfwpR3s9Bj5AQr4icc9A/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一样</span>的绿色背景上，白色文字清晰可辨，而橘色则糊成一锅。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span>？<span style="color: black;">由于</span><span style="color: black;">照片</span>底色的明度和文字色的明度太过接近， <span style="color: black;">明度接近会<span style="color: black;">引起</span>底色和文字<span style="color: black;">无</span><span style="color: black;">知道</span>边界 </span>，<span style="color: black;">引起</span><span style="color: black;">咱们</span><span style="color: black;">没法</span>清楚的辨认出文字。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不得不说，在信息流<span style="color: black;">宣传</span>投放的过程中，设计的价值是被严重低估的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">设计实则是营销重要的一部分，和营销<span style="color: black;">同样</span>有<span style="color: black;">招数</span>可循，那<span style="color: black;">便是</span>以用户为主导，从用户的视角去看，他<span style="color: black;">怎么样</span>才更愿意看下去。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天之后，当你再拿到设计任务时，<span style="color: black;">期盼</span>你先别急着下手，<strong style="color: blue;">去体会一下文案表达的意思，去感受一下<span style="color: black;">照片</span>的调性，去想象一下用户的心情</strong>，千万别做只会用关键词搜索配图的设计。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">关联</span>阅读：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span><a style="color: black;"><span style="color: black;">爆文：总监解释CPC、CPM、CPA、CPS、CPL、CPD、CPR...我忍不住笑了！节操呢？</span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span><a style="color: black;">各大信息流平台真实流量有多少？看了最新数据就<span style="color: black;">晓得</span>！<span style="color: black;">途径</span><span style="color: black;">选取</span><span style="color: black;">必须</span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><a style="color: black;">恕我直言，信息流<span style="color: black;">宣传</span>中，80%都死在了落地页上！</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、</span><a style="color: black;">1个<span style="color: black;">招数</span>损失了15万<span style="color: black;">宣传</span>费！这些信息流文案你还敢用？</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、</span><a style="color: black;">信息流<span style="color: black;">宣传</span>CTR<span style="color: black;">同样</span>高，哪</a>条文案转化率更好?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6、</span><a style="color: black;">SEM<span style="color: black;">宣传</span>转化效果差，你还在替它背黑锅吗？</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7、</span><a style="color: black;">信息流文案被用烂时，<span style="color: black;">怎样</span>独树一帜，让用户眼前一亮？</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8、</span><a style="color: black;">看完这60+个案例，你还不会做信息流，算我输！</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
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