融入装置艺术创作思维的橱窗优化设计研究

发布时间：2018-12-11 23:59

【摘要】：橱窗设计是当前品牌、产品在视觉营销竞争中不可或缺的一环,精心构思设计的橱窗是产品销售和品牌宣传的重要平台,在给消费者带来全新视觉享受的同时,也能加深他们对产品或品牌的认知与好感,继而提升进店率和成交量。而装置艺术作为当代艺术中广受推崇和重视的艺术形式,以视觉效果、体验方式和内涵传达上别具一格的冲击力和震撼介入到公众生活,给予观者难忘的身心感受,并使之在此基础上获得对艺术家思想观念的启迪。装置艺术在橱窗设计领域的尝试性融入可以创造多方面效益,达到艺术和商业的结合,给品牌商家带来与众不同的视觉营销效果,也使橱窗比传统的设计形式更好。本文选取装置艺术的“创作思维”作为研究角度,来分析其改造橱窗设计的相关跨界问题,以期为激烈市场竞争背景下的品牌产品视觉营销指明优化方向。首先是对装置艺术创作思维与橱窗设计的关联性分析,包括装置艺术及其创作思维等概念的综述、装置艺术与橱窗设计间共性的归纳比较以及在共性基础上所得出的三点启示性创作思维,并进一步研究三者之间的关系;其次,从预期消费者反馈角度,结合装置艺术的三点创作思维,来探寻橱窗设计的优化路径,再分别从“可变思维”、“互动思维”、“观念思维”三个层面对橱窗设计的优化目标和改造手法做对应整合,逐个细致梳理探讨,以论证装置艺术创作思维在橱窗设计中融入的可行性及优化点;最后,根据前文梳理的优化路径及相关策略对融入装置艺术创作思维的橱窗进行设计实践,通过目标品牌主题理念的设定、设计元素的提炼和方案效果的反馈来巩固论证本文观点。
[Abstract]:Window shop design is the current brand, the product in the visual marketing competition is an indispensable link, carefully conceived window is an important platform for product sales and brand promotion, while bringing new visual enjoyment to consumers, They can also deepen their product or brand awareness and goodwill, and then increase the rate of entry and turnover. Installation art, as a widely respected and valued art form in contemporary art, has a unique impact and shock on the transmission of visual effects, experiences and connotations, and gives the viewer an unforgettable feeling of body and mind. And make it on this basis to obtain the inspiration to the artist's idea. Installation art in the field of window design try to create a variety of benefits, to achieve the combination of art and business, brand merchants bring a distinctive visual marketing effect, but also better than the traditional design form of window display. In this paper, the "creative thinking" of installation art is selected as the research angle to analyze the related cross-border problems in the renovation of window design, in order to point out the optimized direction for visual marketing of brand products under the background of fierce market competition. The first part is the analysis of the relationship between the creative thinking of installation art and window design, including a summary of the concepts of installation art and its creative thinking. The generality of installation art and window design and the three enlightening creative thinking on the basis of commonness are summarized and compared, and the relationship between them is further studied. Secondly, from the perspective of expected consumer feedback, combined with the three-point creative thinking of installation art, to explore the optimal path of window design, and then separately from the "variable thinking", "interactive thinking," "Conceptual thinking" three levels of the shop window design optimization objectives and transformation methods to make corresponding integration, one by one meticulous combing to discuss, in order to demonstrate the installation of artistic creative thinking in window design integration of the feasibility and optimization points; Finally, according to the above combed optimization path and related strategies, through the design practice of the shop window of the installation art creative thinking, through the target brand theme concept setting, The refinement of design elements and feedback of the effect of the scheme to consolidate and demonstrate the point of view of this paper.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J525.2;J5

【参考文献】