| With the rapid development of information technology in the Internet era,the status of media platform based on smart phones is becoming increasingly important.As the most frequently used social media in China,Wechat's product Wechat Public Platform is undoubtedly an efficient and powerful information dissemination platform.Many commercial brands apply their Wechat Public Account in the new media marketing strategy as an important part.Although the attributes of luxury brands are different from those of the Internet,the irreversible nature of Internet development and the motive of seizing huge market opportunities in mainland China have made most luxury brands entering China choose to open Wechat Public Account.As luxury brands pursue sophisticated and advanced category attributes,they are very careful in the design of pictorial and text messages for Wechat Public Account.The optimization of the design of electronic screen can make the viewer get more fluent reading experience and better visual experience.From the design,it can convey the historical value,brand attributes,spiritual connotation of luxury brands and other multi-level information.In this paper,we reference the top ten fashion luxury brands in the Digital IQ Report of L2 2018,a New York digital marketing agency as the analysis sample,from the content orientation,text characteristics,visual communication,layout design,color theory,multimedia elements and other aspects of analysis,hoping to find out the corresponding design rules through the design of the content and form of the Wechat Public Account of fashion luxury brands.The paradigm model can be used as a reference for better digital design in the new media era. |
