【摘要】：櫥窗設(shè)計(jì)是當(dāng)前品牌、產(chǎn)品在視覺營(yíng)銷競(jìng)爭(zhēng)中不可或缺的一環(huán),精心構(gòu)思設(shè)計(jì)的櫥窗是產(chǎn)品銷售和品牌宣傳的重要平臺(tái),在給消費(fèi)者帶來全新視覺享受的同時(shí),也能加深他們對(duì)產(chǎn)品或品牌的認(rèn)知與好感,繼而提升進(jìn)店率和成交量。而裝置藝術(shù)作為當(dāng)代藝術(shù)中廣受推崇和重視的藝術(shù)形式,以視覺效果、體驗(yàn)方式和內(nèi)涵傳達(dá)上別具一格的沖擊力和震撼介入到公眾生活,給予觀者難忘的身心感受,并使之在此基礎(chǔ)上獲得對(duì)藝術(shù)家思想觀念的啟迪。裝置藝術(shù)在櫥窗設(shè)計(jì)領(lǐng)域的嘗試性融入可以創(chuàng)造多方面效益,達(dá)到藝術(shù)和商業(yè)的結(jié)合,給品牌商家?guī)砼c眾不同的視覺營(yíng)銷效果,也使櫥窗比傳統(tǒng)的設(shè)計(jì)形式更好。本文選取裝置藝術(shù)的“創(chuàng)作思維”作為研究角度,來分析其改造櫥窗設(shè)計(jì)的相關(guān)跨界問題,以期為激烈市場(chǎng)競(jìng)爭(zhēng)背景下的品牌產(chǎn)品視覺營(yíng)銷指明優(yōu)化方向。首先是對(duì)裝置藝術(shù)創(chuàng)作思維與櫥窗設(shè)計(jì)的關(guān)聯(lián)性分析,包括裝置藝術(shù)及其創(chuàng)作思維等概念的綜述、裝置藝術(shù)與櫥窗設(shè)計(jì)間共性的歸納比較以及在共性基礎(chǔ)上所得出的三點(diǎn)啟示性創(chuàng)作思維,并進(jìn)一步研究三者之間的關(guān)系;其次,從預(yù)期消費(fèi)者反饋角度,結(jié)合裝置藝術(shù)的三點(diǎn)創(chuàng)作思維,來探尋櫥窗設(shè)計(jì)的優(yōu)化路徑,再分別從“可變思維”、“互動(dòng)思維”、“觀念思維”三個(gè)層面對(duì)櫥窗設(shè)計(jì)的優(yōu)化目標(biāo)和改造手法做對(duì)應(yīng)整合,逐個(gè)細(xì)致梳理探討,以論證裝置藝術(shù)創(chuàng)作思維在櫥窗設(shè)計(jì)中融入的可行性及優(yōu)化點(diǎn);最后,根據(jù)前文梳理的優(yōu)化路徑及相關(guān)策略對(duì)融入裝置藝術(shù)創(chuàng)作思維的櫥窗進(jìn)行設(shè)計(jì)實(shí)踐,通過目標(biāo)品牌主題理念的設(shè)定、設(shè)計(jì)元素的提煉和方案效果的反饋來鞏固論證本文觀點(diǎn)。
[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.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J525.2;J5

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本文編號(hào)：2373475