作业代写：Women's consumption and window design

下面为大家整理一篇优秀的essay代写范文- Women's consumption and window design，供大家参考学习，这篇论文讨论了女性消费与橱窗设计。橱窗设计，在对改变女性在社会消费构成中的地位以及女性的消费行为和生活方式，乃至影响女性的消费审美意识有积极意义。设计师可通过灯光、道具、色彩等的综合运用，有针对性地设计出吸引女性驻足的橱窗，从而更好地促进女性消费。

Window design is of positive significance for changing the status of women in the composition of social consumption, women's consumption behavior and lifestyle, and even influencing women's consumption aesthetic consciousness. Stylist can pass lamplight, prop, colorific to wait integrated apply, design the window that attracts a woman to stop pointedly, promote female consumption better thereby.

Window design endows products with vitality by means of ingenious layout and display of commodities, props, ornaments, and color lighting. By creating a good visual effect, it can attract customers to enter the store and achieve the purpose of promotion. The shop window design is the visual communication design of the combination of stereo and space, form and content. The function of the shop window is shown in the following two aspects: first, the physical function. The second is the psychological function. The window can attract customers' attention and interest, establish the store and brand image, and improve consumers' loyalty. Further achieve the goal of expanding sales. Window ACTS as a kind of space way, can use connect appear and demarcate two elements, make two Spaces each other permeate, real and imaginary alternate with, increase dimensional administrative levels feeling thereby. Look from its space way, show window space has a few kinds of forms below: total enclosed; Completely permeable; Semi-permeable.

As an important means of product visual marketing, window display is the first step to attract customers' attention and guide them to enter the store, browse and shopping. In Europe and America, Japan, Hong Kong and other streets, whether in the commercial downtown or passing the street corner, exquisite window design can be seen everywhere, whether selling high-end fashion or ordinary goods, shops pay great attention to window design. Compared with the mature window design in Europe and America, there are still many deficiencies in the window design in China. Second, too much image information weakens the theme of the window; Third, the degree of specialization is not high.

Women are the main buyers of household consumer goods. In the marketing of daily necessities, women's supplies and children's supplies, the target groups are mainly women. Women's purchasing ability, purchase demand and purchase decision are obviously different from men's. Women have rich feelings, large emotional changes and exquisite observation, and attach importance to the beauty of appearance and body. These characteristics of women are reflected in their consumption behaviors. First, decision-making is emotional and vulnerable to the impact of the environment. Second, I have a strong sense of self and strong language expression ability and rich association. When choosing goods, I pay more attention to my actual needs and the practicability of the goods. After making decisions, I am good at influencing other consumers around through language communication. Third, careful observation, commodity details and price sensitivity.

The integrated effect and the number of Windows are the main factors influencing the consumption behavior of women. The element of shop window design has graph, commodity, prop, colour, lamplight, the effect that these element are integrated apply is different, can bring different feeling to female consumer mentally. Therefore, it produces different visual judgment and consumption behavior. Women are more likely to be tempted by the appearance of products because they buy more types and quantities of products than men and are more susceptible to shopping environment than men. Beautiful packaging, bright window display and so on, can arouse the female consumer's emotion and produces the purchase behavior. Therefore, there are more Windows for women.

The impact of window design on women's consumption behavior is manifold. From a macro perspective: one is to change the status of women in the composition of social consumption. In the traditional consumption structure, female consumers are in a passive position and the initiative is in the hands of producers. But in the current consumption era, there is an interactive relationship between consumers and producers. As far as window design is concerned, for female consumers, they are not only the main target group for consumption in commodity market activities, but also the object that is highlighted in all kinds of window design. Women themselves become participants in the design activities by participating in market research, trial and purchase of commodities, and form their own aesthetic ideas, which are fed back to merchants and become an important reference for their improvement of design. It can be seen that as a practitioner, theoretician, consumer and the object to be represented, women participate in the window design in various ways, virtually improving the status of women in the composition of social consumption. Second, change women's consumption behavior and lifestyle. With the development of window design, exquisite window design has become an important factor affecting women's consumption psychology, greatly stimulating their desire to shopping, shopping has become a way of life for women. The third is to influence women's aesthetic consciousness of consumption. In this process, women's awareness of accepting new things is constantly improving, and the window design improves women's aesthetic awareness while innovating and seeking change.

From the visual results, the effect of window design on women's consumption is the change of consumption quantity. From the microcosmic point of view, the window design has a series of influences on the consumption behavior of women directly, that is, following the rule of AIDMA: phonation -InterestDesire-Memory Action. Obviously, attention is the starting point of all links in the whole process of commodity sales, and window display is the key to attention.

The following principles should be properly applied to the window design. One is the principle of showing goods. The basic purpose of the presentation means and methods adopted in the shop window design is to show and display commodities, so that potential consumers can know, accept and finally buy commodities in the shortest time. Second, the design theme is clear. Window design, like other visual communication designs, must have a clear theme. To judge the quality of a shop window, first of all, see whether the theme of the shop window design is clear and distinct, whether the center is prominent, whether the performance form is novel and vivid, whether the consumer group is clear, and whether it can move people. Third, meet consumer demand. The content that the shop window displays should satisfy consumer physiology demand not only, still should satisfy consumer psychology demand. The shop window should be designed and updated according to the changes of festival, season, climate, fashion trend, time theme, the characteristics of the brand itself and the psychological characteristics of the audience, so as to better guide consumption. Meet the needs of consumers.

One is lighting design. The unique light in figure 1 highlights the splendor of PRADA's perfume, as if it were lifting dark clouds and opening the door of a beautiful cave. PRADA spray-painted a black film around the window, and the color and light gradually changed to form the effect of "see the day through the clouds". PRADA has an exquisite chain sticker on every window glass, which makes people immediately think of it without looking at the brand logo. This window design with sculptural sense strengthens female consumers' memory of the brand, while highlighting the status and value of perfume and also catering to the psychological needs of female consumers.

The second is the prop design. As shown in figure 2, CHANEL's classic "A" dress often has floral elements, namely the huge black and white flower props that appear in the window. The design details of fashion products are exaggerated and magnified to present three-dimensional flowers far beyond the actual size, which can ensure customers to see clearly the texture and structure of each flower. These flower elements can be found in the fashion display in the shop window, distributed in the neckline of the suit and the decoration of the necklace. In the window structure, these three-dimensional flower props form the prospect of the window, and the flower advertisement painting behind the CHANEL leading model form a background that echoes each other, thus deducting a design element to the indelible degree of impression. CHANEL model is the most vivid human model in the world. Under the unique props and environment, the perfect model conveys the brand value of the main character in the show window of CHANEL fashion incisively and vividly. This kind of props form of exaggerated design of commodity details is the psychological reflection that female consumers pay attention to commodity details, and also reflects the effect of female consumption characteristics on window design.

Third, color design. FIG. 3 is the window of LV, a world-famous brand. This window is designed with bright red, which is popular among women, to unify the colors of the background and flowers. Stylist regards the two letters of flower and LV as window design element, make window has integral feeling and appear concise, nobility, grace. The center of the flower is dark black color, periphery also is bright-colored red, white letter "LV" appears so lightsome below the foil of big red background, resemble the note that goes through flower cluster, give a person with extremely strong visual impulse feeling. Stylist will commodity reasonable and clever place the visual center of the window, make whole window gives a person with intense visual effect.

"Girls tend to create a static environment in the design, while boys are more concerned with building external Spaces, such as roads and traffic," said Erikson, a psychoanalyst. As consumers, men and women show significant differences. In today's society, women are a large consumer group. It is very important to pay attention to the consumption characteristics of women and apply them to the design practice in the window design. This helps designers form a design language targeted at women, so as to specifically design works that can attract women to stay, and thus promote female consumption.

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