【摘要】：櫥窗設計是當前品牌、產(chǎn)品在視覺營銷競爭中不可或缺的一環(huán),精心構思設計的櫥窗是產(chǎn)品銷售和品牌宣傳的重要平臺,在給消費者帶來全新視覺享受的同時,也能加深他們對產(chǎn)品或品牌的認知與好感,繼而提升進店率和成交量。而裝置藝術作為當代藝術中廣受推崇和重視的藝術形式,以視覺效果、體驗方式和內(nèi)涵傳達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,并使之在此基礎上獲得對藝術家思想觀念的啟迪。裝置藝術在櫥窗設計領域的嘗試性融入可以創(chuàng)造多方面效益,達到藝術和商業(yè)的結合,給品牌商家?guī)砼c眾不同的視覺營銷效果,也使櫥窗比傳統(tǒng)的設計形式更好。本文選取裝置藝術的“創(chuàng)作思維”作為研究角度,來分析其改造櫥窗設計的相關跨界問題,以期為激烈市場競爭背景下的品牌產(chǎn)品視覺營銷指明優(yōu)化方向。首先是對裝置藝術創(chuàng)作思維與櫥窗設計的關聯(lián)性分析,包括裝置藝術及其創(chuàng)作思維等概念的綜述、裝置藝術與櫥窗設計間共性的歸納比較以及在共性基礎上所得出的三點啟示性創(chuàng)作思維,并進一步研究三者之間的關系;其次,從預期消費者反饋角度,結合裝置藝術的三點創(chuàng)作思維,來探尋櫥窗設計的優(yōu)化路徑,再分別從“可變思維”、“互動思維”、“觀念思維”三個層面對櫥窗設計的優(yōu)化目標和改造手法做對應整合,逐個細致梳理探討,以論證裝置藝術創(chuàng)作思維在櫥窗設計中融入的可行性及優(yōu)化點;最后,根據(jù)前文梳理的優(yōu)化路徑及相關策略對融入裝置藝術創(chuàng)作思維的櫥窗進行設計實踐,通過目標品牌主題理念的設定、設計元素的提煉和方案效果的反饋來鞏固論證本文觀點。
[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.
【學位授予單位】：浙江理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J525.2;J5

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本文編號：2373475