Online Store Decoration (Second Edition)

任小琼 / 罗颖 / 柴玉娥 / 熊传红Chongqing University Press · ChinaJul 2025

Word count

51K words

Chapters

25

ISBN

9787568906401

Tags

Summary

Editor's review

In terms of content architecture, the book does not stop at simple software operation but starts from the heights of "visual marketing," emphasizing that the purpose of decoration is to drive sales. It breaks down in detail the design points of different modules such as store home pages, detail pages, and campaign pages, covering the full process of color matching, font selection, layout, copywriting, and even motion design. The book incorporates a large number of real cases from mainstream platforms such as Tmall and JD.com and provides comparative analysis of successful and failed cases, enabling readers to intuitively understand the difference between "good design" and "effective design."

Particularly commendable is the second edition's strengthened focus on mobile visual design. As mobile traffic has become absolutely dominant, the book devotes considerable space to the decoration characteristics, size specifications, and user experience optimization strategies of mobile storefronts—a highly timely and practical value. In addition, the concept of "data-driven decoration" in the book is inspiring, guiding readers to pay attention to metrics such as click-through rates and dwell time, using data feedback to guide and refine visual design, thus combining artistic sensibility with commercial objectives.

Overall, this is a clearly structured, solid, and up-to-date textbook from beginner to intermediate level. It may not satisfy designers pursuing ultimate artistic expression or cutting-edge motion design, but for the vast number of e-commerce entrepreneurs, store operators, graphic designers, and marketing students, it provides a complete, actionable visual marketing methodology that effectively helps readers avoid common pitfalls and quickly build online stores that are both aesthetically pleasing and commercially attractive.

Who it's for

A good fit for

• E-commerce beginners who need to learn from scratch how to build and beautify their online stores
• Operations staff or graphic designers at small and medium-sized e-commerce companies seeking to systematically improve store visuals and conversion rates
• Students majoring in marketing, e-commerce, and related fields looking for a textbook that combines theory and practice
• Practitioners interested in visual marketing who want to understand how design influences consumer decisions

Not a good fit for

• Senior graphic designers seeking advanced art design theory or pure software technical progression
• Readers seeking in-depth technical solutions for specific niche platforms or independent websites

Reading tips

1. Read the first two chapters first to establish an overall framework of "visual marketing," then selectively read subsequent chapters based on your store's weak points
2. It is best to practice in the e-commerce platform backend while reading, turning the specifications and cases in the book into your own templates or designs
3. Focus on the chapters on mobile design and data-driven optimization—the most direct entry points for improving store performance today

About the publisher

Chongqing University Press is a comprehensive university press whose publishing areas span social and cultural studies, industrial technology, finance and economics, medicine, social psychology, and theory. Judging from its catalog, the press publishes both academic works and popular science titles. Representative books include E. H. Gombrich's Shadows: The Depiction of Cast Shadows in Western Art, Magnesium-Based Hydrogen Storage Materials by Pan Fusheng et al., Research on China's Regional Spatial Development Models by Sun Jiuwen, and titles from the Gynecologic Oncology Committee of the Chinese Anti-Cancer Association, such as the Guidelines for Diagnosis and Treatment of Common Gynecologic Malignancies in China (2019) and Bipolar Disorder: What You and Your Family Need to Know. Its authors work in art history, materials science, regional economics, clinical medicine, and social research methods. Public information is limited, but its publishing profile combines academic translation, industrial technology, and practical medical guides.

Contents

1. 版权信息
2. 前言
3. 项目一 网店装修前的准备工作
4. 任务一 申请店铺
5. 任务二 初识网店装修
6. 任务三 确定网店风格及配色
7. 任务四 使用网店模板
8. 项目二 店标和店招的设计与制作
9. 任务一 设计与制作店标
10. 任务二 设计与制作店招
11. 项目三 导航的设计与制作
12. 任务一 设计导航
13. 任务二 制作导航
14. 项目四 海报的设计与制作
15. 任务一 设计海报
16. 任务二 制作海报
17. 项目五 商品主图的设计与制作
18. 任务一 设计商品主图
19. 任务二 制作商品主图
20. 项目六 商品详情页的设计与制作
21. 任务一 设计商品详情页
22. 任务二 制作商品详情页
23. 项目七 网店发布
24. 任务一 发布“乐享办公用品旗舰店”
25. 任务二 网店运营数据分析

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About the author

Ren Xiaoqiong: currently, publicly available information is limited, and details such as nationality, dates of birth and death, education, and professional experience cannot be confirmed. Judging from the works held in the collection, Ren Xiaoqiong's writing focuses on the practical field of online shop operation and store decoration. The two works currently available are Online Shop Decoration and its second edition, both centering on the visual presentation and page design of online stores, and commonly classified under general computer topics. This kind of subject matter addresses actual needs in opening and running a shop, emphasizing practicality and ease of use; the content generally involves store page layout, image processing, and the use of decoration tools, making it a technical application reading aimed at beginners. The appearance of a second edition indicates that the first edition found a certain readership, and the author accordingly updated and refined the content. Overall, Ren Xiaoqiong is an author writing on the practicalities of online shop decoration, with works that tend toward the instructional and tool-oriented, suitable for readers who wish to manage their own store pages; beyond this, the author's personal background and full body of work await further public information.

Luo Ying is a Chinese book author about whom limited public information is available. Her nationality, dates of birth and death, education, and professional background cannot be confirmed at present, and no authoritative source has disclosed an English name for her. Two of her works are included in the collection: Online Shop Decoration and its second edition. They fall within the general field of computer science, focusing specifically on visual design and page decoration for online shops. Judging from the titles, the author attends to practical matters such as page layout, graphic treatment, and decoration procedures for online stores, with an emphasis on hands-on, applied content aimed at e-commerce practitioners and beginners who wish to decorate their own shops. The appearance of a second edition suggests that the first was received favorably and that the content has been revised and updated. Given the scarcity of available information, any assessment of her writing style and influence must rest on these existing works, and further background awaits additional sources.

Chai Yu'e is an author about whom relatively limited public information is available; what can be confirmed is that she writes practical computer-related books. Two of her titles are included in the collection: Online Store Decoration and its second edition, both falling under the general category of computer books and dealing with visual design and page building for online shops. Judging from her subject matter, Chai Yu'e focuses on practical aspects of storefront decoration—page layout, image processing, template use, and decoration operations—aimed at shop owners and beginners who want to beautify their own stores, and her writing style tends toward clear, step-by-step instruction close to actual practice. The appearance of a second edition suggests that the first was carried forward and revised for a certain readership, and that the author keeps up with changes in platform tools and software versions. Overall, Chai Yu'e is a technical author writing on the specialized practical skill of online store decoration, and her books offer fairly direct operational guidance for readers new to e-commerce.

Xiong Chuanhong is a Chinese author of books on applied computing, about whom limited public information is available. According to the available records, the author has published two works: E-commerce Store Decoration (Second Edition) and Store Operations (Second Edition), both of which focus on the practical aspects of online retail and are categorized under general computing. These two titles address the needs most commonly encountered by e-commerce practitioners: the visual design and setup of store pages on the one hand, and day-to-day management of products, traffic acquisition and order handling on the other. The edition numbers indicate that the content has been revised and updated to keep pace with changes in platform rules and tools. In terms of approach, the author clearly emphasizes step-by-step procedures and practical methods, aimed at shop owners and operations staff who want to get started quickly rather than at theoretical discussion. Because biographical details, professional background and further publication records are unavailable, a fuller account of the author's writing cannot yet be given; readers may refer to the two works above to understand the author's areas of focus.