品牌店面中情感体验设计的应用研究

发布时间：2018-01-07 03:03

本文关键词：品牌店面中情感体验设计的应用研究　出处：《北方工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的高速发展,生活水平不断的提高,人们的消费行为和心理诉求也发生了巨大变化。人在外出活动的目的消费在减弱,转而感性、随机的消费行为在凸显,对于消费环境的审美意识在增强,在消费过程中更加关注店面的设计和服务,获取情感上的满足。品牌店面作为人们消费的重要场所之一,承载着交易、展示、娱乐等多种体验形式,店面空间的设计包含了有形的装饰陈列设计,还包含了无形的品牌文化内涵,这些设计元素由人的经验认知转化成为情感符号,与人进行情感交流,产生情感上的共鸣。本文以品牌店面为研究对象,挖掘空间中的情感体验设计的价值意义,从人的情感角度研究空间设计与情感体验的关联性,归纳情感体验设计的表现形式,试图为品牌店面的空间设计提供参考之用。通过研究品牌的概念、特征发现品牌本就包含着消费者的情感表达,品牌店面则是品牌的终端形象,是搭建品牌与消费者之间的情感桥梁,店内空间的设计体验已成为影响消费者购买欲的主要因素。在前人理论研究的基础上,认识到情感体验是体验的最高形式,从人类心理认知学角度可分为三个层次,本能层、行为层、反思层,人会以自身经验、认知把设计要素看做为一种情感符号,产生积极的情绪反应,空间设计师也是基于情感符号来指导设计来感染受众。本文结合品牌现状和消费者情感需求的客观条件,总结出情感体验设计带来的商业价值,改善空间环境的塑造,提升品牌的个性化特征;增强用户的品牌忠诚度,转化更多的消费价值;构建空间与人的情感联系,在商业竞争环境中体现出优势。在传统设计要素情感化的研究基础上,着重分析满足人精神层面需求的情感体验,设计营造身临其境的体验感觉,注重空间情境的塑造,传达品牌的个性化、时尚性和文化性,颠覆传统的店面形态,推动品牌店面的进步发展。
[Abstract]:With the rapid development of economy and the continuous improvement of living standards, people's consumption behavior and psychological demands have also undergone great changes. Random consumption behavior is highlighted, the aesthetic awareness of the consumer environment is enhanced, in the process of consumption more attention to store design and service. As one of the most important places for people to consume, brand stores carry many kinds of experience forms, such as transaction, display, entertainment and so on. The design of store space includes the design of tangible decoration display. It also contains intangible cultural connotation of brand. These design elements are transformed from human experience cognition into emotional symbols and emotional communication with people to produce emotional resonance. This paper takes brand storefront as the research object. Excavate the value meaning of emotional experience design in space, study the relationship between space design and emotional experience from the perspective of human emotion, sum up the expression form of emotional experience design. By studying the concept of brand, it is found that the brand contains the emotional expression of the consumer, and the brand store is the terminal image of the brand. It is an emotional bridge between the brand and the consumer. The design experience of the in-store space has become the main factor that affects the consumer's desire to buy. On the basis of the previous theoretical research. Realize that emotional experience is the highest form of experience, from the perspective of human psychological cognition can be divided into three levels, instinctive layer, behavioral layer, reflective layer, people will use their own experience. Cognition regards design elements as an emotional symbol and produces positive emotional responses. Space designers are also based on emotional symbols to guide the design to infect the audience. This paper combined with the brand status and consumer emotional needs of the objective conditions, summed up the emotional experience design brought commercial value. Improve the shaping of the space environment, enhance the personalized characteristics of the brand; Enhance the brand loyalty of users and transform more consumption value; Based on the research of emotion of traditional design elements, the emotional experience to meet the needs of human spirit level is analyzed. The design creates the experience feeling, pays attention to the space situation mold, conveys the brand personalization, fashion and culture, subverts the traditional storefront form, promotes the brand storefront progress development.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TU247

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