商场橱窗设计研究
摘要
随着社会经济的发展，商业活动的日益频繁，企业品牌意识也越来越强烈。橱窗陈列设计作为商品营销的手段，它展示商品的性能与特色，传递品牌的企业文化，刺激消费者的购买欲望，并促成消费者最终的购买行为。因此，国内外的知名品牌都十分重视橱窗的设计。其中橱窗设计的表现形式是关键因素，设计师根据商品的个性和特点、商家的品牌文化和经营理念，在有限的橱窗展示空间内进行创造性的设计活动，如通过色彩与光感的调和、夸张怪诞式的艺术化处理等形式，来共同营造符合消费者心理及商品个性的营销环境。探究商场橱窗设计的方法，能够更准确的解析当前橱窗设计过程中的一些新的趋向，以及为当前的橱窗设计提供可借鉴的经验。
关键词：橱窗；色彩；灯光
Abstract
With the development of social economy, commercial activities, enterprise brand awareness is becoming more and more strong.Window display design as a means of commodity marketing, it demonstrate the performance and characteristics of products and brand culture, stimulating consumer’s purchase desire, and contributed to final consumers purchasing behavior.Therefore, both at home and abroad well-known brand all attach great importance to the design of the window.The form of show window design is the key factor, the designer according to the personality and characteristics of goods, the merchant’s brand culture and business philosophy, in the limited window display space for creative design activities, such as through the sense of color and light to reconcile, exaggerated bizarre type of performance art, to jointly build the marketing environment of consumer psychology and commodity personality.To explore method of the design of the store window, can more accurately resolve some of the new trend in design process and the current window design as well as the current window provides referential experience.
Key words：Window.Color;Light
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