Visual Design Elements of Photos on Taiwanese Female Clothing On-Line Sales

  • Ro-Han Chang
  • Tsai-Rong Yu
  • Yao-Cheng Tsai
Part of the Lecture Notes in Computer Science book series (LNCS, volume 6768)


The number of on-line shoppers has gradually increased over time. Due to the change of the market, a virtual store has to think highly about the way its brand is represented on its website. In order to be competitive in the market, building a brand image is vital to future success. Recorded documents state that besides the quality of the products, the reputation of the store, and the price of the products, the way in which a store represents itself is of the upmost importance. From an academic perspective, the style and the presentation of the photos from the on-line store is worthy of discussion and systematization. This research will be separated into three parts: (a.)Use a photography perspective to study the difference between traditional commercial photography and photos from on-line stores. (b.)Use a morphology perspective and organize the visual design elements (lighting, framing, composition, angle of shooting, shooting scene and the presentation of products) of the photos of products from on-line clothing store. (c.)Establish how visual design is composed through the use of multiple photography styles with varying emphasis on focal points.


visual design element on-line sale photo female 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Ro-Han Chang
    • 1
  • Tsai-Rong Yu
    • 1
  • Yao-Cheng Tsai
    • 1
  1. 1.Department of Commercial DesignChung Yuan Christian UniversityZhongli CityTaiwan

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