項(xiàng)目2溯源視覺營(yíng)銷之力任務(wù)2信息與數(shù)據(jù)之?dāng)?shù)據(jù)VisualMerchandising視覺營(yíng)銷任務(wù)2信息與數(shù)據(jù)之?dāng)?shù)據(jù)數(shù)據(jù)?數(shù)據(jù)模型?數(shù)據(jù)視覺化?數(shù)據(jù)素材數(shù)據(jù)數(shù)據(jù)信息與數(shù)據(jù)視覺營(yíng)銷中的數(shù)據(jù)數(shù)據(jù)模型數(shù)據(jù)項(xiàng)數(shù)據(jù)說明數(shù)據(jù)類型數(shù)據(jù)視覺化圖類文字類數(shù)據(jù)素材圖像素材文字素材輔助素材2.1.2數(shù)據(jù)1.數(shù)據(jù)2.數(shù)據(jù)模型3.數(shù)據(jù)視覺化4.數(shù)據(jù)素材信息模型產(chǎn)品品牌活動(dòng)用戶數(shù)據(jù)模型產(chǎn)品信息品牌信息活動(dòng)信息用戶信息信息模型信息量

數(shù)據(jù)項(xiàng)數(shù)據(jù)說明數(shù)據(jù)類型數(shù)據(jù)范圍……數(shù)據(jù)模型信息建模轉(zhuǎn)換為數(shù)據(jù)模型1數(shù)據(jù)數(shù)據(jù)與信息?數(shù)據(jù)定義?數(shù)據(jù)類型?視覺營(yíng)銷中的信息與數(shù)據(jù)數(shù)據(jù)與信息數(shù)據(jù)定義數(shù)據(jù)類型視覺營(yíng)銷中的信息與數(shù)據(jù)2.1.2數(shù)據(jù)1數(shù)據(jù)第1點(diǎn).數(shù)據(jù)與信息【小思考】先有信息還是先有數(shù)據(jù)？信息數(shù)據(jù)數(shù)據(jù)與信息虛-靈魂實(shí)-載體定量定性數(shù)據(jù)化符號(hào)化信息化2.1.2數(shù)據(jù)2數(shù)據(jù)第2點(diǎn).數(shù)據(jù)定義定義：指對(duì)客觀事物進(jìn)行記錄并可以鑒別的符號(hào)，是對(duì)客觀事物的性質(zhì)、狀態(tài)以及相互關(guān)系等進(jìn)行記載的物理符號(hào)或這些物理符號(hào)的組合。它是可識(shí)別的、抽象的符號(hào)。記錄可鑒別物理符號(hào)組合數(shù)據(jù)定義2.1.2數(shù)據(jù)1數(shù)據(jù)第3點(diǎn).數(shù)據(jù)類型信息多樣性的需要。數(shù)字型字符型文本型日期時(shí)間型圖形圖像音頻視頻數(shù)據(jù)類型2.1.2數(shù)據(jù)1數(shù)據(jù)第4點(diǎn)，視覺營(yíng)銷中的信息與數(shù)據(jù)信息數(shù)據(jù)信息是抓手，數(shù)據(jù)是工具。抓牢信息，用好數(shù)據(jù)。視覺營(yíng)銷中的信息與數(shù)據(jù)2數(shù)據(jù)模型數(shù)據(jù)模型?信息模型轉(zhuǎn)換為數(shù)據(jù)模型數(shù)據(jù)模型模型轉(zhuǎn)換2.1.2數(shù)據(jù)2.數(shù)據(jù)模型數(shù)據(jù)模型【數(shù)據(jù)集】由數(shù)據(jù)項(xiàng)和數(shù)據(jù)約束組成。【數(shù)據(jù)項(xiàng)】由名稱、說明和數(shù)據(jù)類型、數(shù)據(jù)項(xiàng)一級(jí)的數(shù)據(jù)約束組成【數(shù)據(jù)模型內(nèi)含】數(shù)據(jù)集、數(shù)據(jù)項(xiàng)、數(shù)據(jù)約束。2.1.2數(shù)據(jù)2.數(shù)據(jù)模型表

2?1蘋果數(shù)據(jù)實(shí)例化【案例】蘋果信息模型的數(shù)據(jù)化1）首先根據(jù)量化的信息確定數(shù)據(jù)項(xiàng)和數(shù)據(jù)說明2）然后確定數(shù)據(jù)類型，得到數(shù)據(jù)模型。3）數(shù)據(jù)模型通過數(shù)據(jù)賦值，使模型實(shí)例化?！灸Ｐ娃D(zhuǎn)換】1）信息模型中的信息量一般轉(zhuǎn)換成數(shù)據(jù)模型中的數(shù)據(jù)項(xiàng)，信息集轉(zhuǎn)換成數(shù)據(jù)集。2）信息約束轉(zhuǎn)換為數(shù)據(jù)范圍、數(shù)據(jù)間的制約關(guān)系等。3）數(shù)據(jù)項(xiàng)則進(jìn)一步細(xì)化為名稱、說明、數(shù)據(jù)類型等。2.1.2數(shù)據(jù)2.數(shù)據(jù)模型表

2?1蘋果數(shù)據(jù)實(shí)例化【案例】蘋果信息模型的數(shù)據(jù)化1）首先根據(jù)量化的信息確定數(shù)據(jù)項(xiàng)和數(shù)據(jù)說明2）然后確定數(shù)據(jù)類型，得到數(shù)據(jù)模型。3）數(shù)據(jù)模型通過數(shù)據(jù)賦值，使模型實(shí)例化。【模型轉(zhuǎn)換】1）信息模型中的信息量一般轉(zhuǎn)換成數(shù)據(jù)模型中的數(shù)據(jù)項(xiàng)，信息集轉(zhuǎn)換成數(shù)據(jù)集。2）信息約束轉(zhuǎn)換為數(shù)據(jù)范圍、數(shù)據(jù)間的制約關(guān)系等。3）數(shù)據(jù)項(xiàng)則進(jìn)一步細(xì)化為名稱、說明、數(shù)據(jù)類型等。不同數(shù)據(jù)類型組合的視覺效果展示3數(shù)據(jù)視覺化圖類?文字類圖類文字類圖類文字類按表現(xiàn)手法：實(shí)圖數(shù)據(jù)圖藝術(shù)圖……按表述對(duì)象：產(chǎn)品圖場(chǎng)景圖賣點(diǎn)圖痛點(diǎn)圖……按依呈現(xiàn)方式：靜態(tài)圖動(dòng)態(tài)圖視頻……數(shù)字、文字、文字符號(hào)組合成的序列句子、段落、列表、表格等帶結(jié)構(gòu)的數(shù)據(jù)意象的文案創(chuàng)意形象的字體字型創(chuàng)作4數(shù)據(jù)素材圖像數(shù)據(jù)?文字?jǐn)?shù)據(jù)?輔助數(shù)據(jù)圖像數(shù)據(jù)文字?jǐn)?shù)據(jù)輔助數(shù)據(jù)圖像數(shù)據(jù)采集文字?jǐn)?shù)據(jù)采集輔助數(shù)據(jù)采集如果條件允許，盡量用與產(chǎn)品特征相符的真圖，借圖、盜圖會(huì)影響信息真實(shí)度的呈現(xiàn)主要包括現(xiàn)場(chǎng)數(shù)據(jù)、數(shù)據(jù)標(biāo)準(zhǔn)、官方資質(zhì)認(rèn)定等數(shù)據(jù)，這些數(shù)據(jù)源客觀性、真實(shí)性較高，可以保障信息的可信度。主要包括背景素材、圖案元素、字體素材、符號(hào)素材等輔助視覺呈現(xiàn)的數(shù)據(jù)信息采集。重點(diǎn)回顧了解數(shù)據(jù)、數(shù)據(jù)模型、信息模型轉(zhuǎn)換成數(shù)據(jù)模型，是科學(xué)建構(gòu)視覺營(yíng)銷工作過程的基礎(chǔ)，并通過數(shù)據(jù)模型及轉(zhuǎn)換自然而然的引出數(shù)據(jù)類型、數(shù)