基于消费心理的商业店面设计研究

发布时间：2018-04-28 18:13

本文选题：消费心理 + 店面设计　；参考：《中南林业科技大学》2011年硕士论文

【摘要】：随着社会经济的发展,人们生活水平的日益提高,消费不再局限于满足日常生活的生存需求,而是成为一种具有文化生活情调的精神享受。消费者做为消费活动的主体,在消费活动中起到主导作用,因此对消费者消费心理的研究和引导就成了店面设计需要考虑的一个重要因素。首先,本文以消费心理作为研究切入点,通过资料收集、实地调研、问卷调查等方法,全方位的了解顾客消费心理,做为店面设计研究的基础。其次,通过对消费者需求、购买动机进行总结分析,探讨了在消费心理下的店面设计各要素,如招牌、橱窗、材料肌理、灯光、色彩等的设计研究。最后,对两个设计案例从消费心理的视觉下进行了剖析,进一步阐述店面设计时消费心理层面影响因素的重要性。对店面设计进行系统全面的研究得出：①店面的招牌设计的广告性、开放性和识别性,可瞬间吸引消费者,使之一见倾心；②橱窗具有促销、选择和展示商品以及情感依托的功能,可架起与消费者心灵沟通的桥梁；③材料和材料肌理特性,可营造良好的情感氛围和舒适的触觉、视觉效应,进而促成其消费的实现；④店面色光可诱导、煽动、调节消费情绪,从而激发消费欲望。所以从消费心理视角研究店面空间环境设计,可有效地刺激、诱导消费,激发消费者的购买欲望。
[Abstract]:With the development of social economy and the improvement of people's living standards, consumption is no longer limited to meet the needs of daily life, but become a spiritual enjoyment with a cultural and life tone. Consumers are the main body of consumer activities and play a leading role in consumption activities. Therefore, the study and guidance of consumer consumer psychology It has become an important factor to consider in storefront design.
First of all, this article takes consumer psychology as the research entry point, through data collection, field investigation, questionnaire survey and other methods, to fully understand customer consumption psychology, and be the foundation of shop design research.
Secondly, through the summary and analysis of the consumer demand and purchase motivation, this paper discusses the design and research of the various elements of the shop design under the consumption psychology, such as the signs, the window, the material texture, the light and the color.
Finally, we analyze the two design cases from the perspective of consumer psychology, and further elaborate the importance of consumer psychology level in storefront design.
A systematic and comprehensive study of the store design has been carried out in a systematic and comprehensive way: (1) the advertising, openness and identifiability of the shop sign design can instantly attract consumers and make it clear at the first sight; (2) the window has sales promotion, selection and display of goods and the function of emotional support; it can build a bridge with the soul of the consumer; (3) material and material texture. Sex can create a good emotional atmosphere and comfortable touch, visual effect, and then promote the realization of its consumption; (4) the storefront light can induce, incite, regulate consumption emotion, thus stimulate the consumption desire. Therefore, the study of the design of the store space environment from the perspective of consumer psychology can stimulate, induce consumption and stimulate consumers' desire for purchase.

【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TU247

【引证文献】