论消费者心理对POP广告设计的影响

发布时间：2018-03-21 21:11

本文选题：消费者心理　切入点：POP广告　出处：《苏州大学》2007年硕士论文　论文类型：学位论文

【摘要】： POP广告是陈列于商业场所的一种促销性广告,它的图形、文字、色彩以及空间形态等视觉要素能够影响消费者的购买心理,从而影响其购买行为;消费者对POP广告中商品信息的心理反映,反过来又影响POP广告的设计。因此,研究消费者心理对于POP广告设计具有重要的意义。消费者受年龄、性别、文化层次、经济状况等不同因素的影响,因而具有不同的消费需求心理,本课题的研究目的在于如何使POP广告广泛地满足不同消费者心理,从而达到促进销售的目的。文章运用理论研究和调查分析的方法,探讨消费者心理对POP广告设计的导向作用,通过对消费者心理的研究,客观地分析他们的实际需要,总结出如何使POP广告设计在视觉上满足消费者的实用、审美、情感、价格等方面的心理需求。
[Abstract]:POP advertisement is a kind of promotional advertisement displayed in commercial place. Its visual elements, such as figure, text, color and spatial form, can influence the purchasing psychology of consumers and thus their purchasing behavior. The psychological reaction of consumers to commodity information in POP advertisements, in turn, affects the design of POP advertisements. Therefore, the study of consumer psychology is of great significance to the design of POP advertisements. Consumers are influenced by different factors, such as age, sex, cultural level, economic situation and so on, so they have different consumer demand psychology. The purpose of this research is to make POP advertisement satisfy different consumer psychology widely. In order to achieve the purpose of promoting sales, the article uses the methods of theoretical research and investigation and analysis, discusses the guiding role of consumer psychology to POP advertising design, through the research of consumer psychology, objectively analyzes their actual needs. This paper summarizes how to make POP advertising design meet consumers' practical, aesthetic, emotional, price and other psychological needs visually.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

【引证文献】