The market is the medium of production and consumption, and the place where consumers realize their purchase motives and implement their purchase plans. The market mentioned in this chapter is mainly the place where industrial and commercial enterprises and consumers finally exchange goods and services. It is a concept of space, where all kinds of goods are concentrated, including marketing service personnel and consumers. When consumers enter a specific store, all relevant factors will play a role in the specific time and space of the store, strengthening people's realistic psychological feelings and behaviors. Therefore, market factors such as appearance design, interior decoration, position control, sales service and commodity price give different consumers different psychological impressions and cause different emotional feelings, which become the inducement or condition of some behavior of consumers.
Section 1 Appearance and Window of the Store
The appearance of a store is the first objective thing consumers see when they know a store, which will leave a strong first impression on consumers and even affect their mood and behavior after entering the store.
In modern business activities, the window is not only an important advertising form, but also an important means to decorate the storefront. At the same time, commodity window also plays an important role in consumer behavior, which can stimulate buying interest, promote buying desire and increase buying confidence.
First, the influence of store design on consumers' psychology.
The appearance of the store is the overall external characteristics of the store, including the following aspects:
(1) elevation
The facade of the store is the "face" of the store and a key part of the store image. Its design style has a great influence on consumers' subjective judgment on the old and new, good and bad, size and so on.
The fa? ade with novel and unique style, the fa? ade with national characteristics, the simple and lively fa? ade and the simple and solemn fa? ade will leave different impressions on consumers.
Decorating the facade in the form of couplets is original in China. According to legend, Zhu Yuanzhang, the founding emperor of the Ming Dynasty, wrote a pair of Spring Festival couplets for porcupines on New Year's Eve: "Open the road of life and death with both hands, and cut off the root of right and wrong with one knife." Emperor Qing Qianlong made a couplet for a shoe store: "Big last and small last are poor, thick hemp rope and fine hemp rope bind the god of wealth." Later, scholars followed suit, which played a certain role in the emergence and popularity of commercial couplets. A pair of couplets with exquisite conception, profound artistic conception and concise words, coupled with exquisite calligraphy or other unique arts and crafts (such as inlays and table ornaments), can make people unforgettable.
In a word, the facade design should satisfy consumers' psychological desire for convenience and practicality, and also take into account the specific goods operated by the store. For example, shops dealing in daily industrial products and daily necessities, shops dealing in precious commodities such as gold and silver jewelry, shops dealing in specialty products such as glasses, watches and stationery, and shops dealing in agricultural and sideline products, non-staple food, aquatic products and eggs should have their own characteristics in terms of store size, decoration and comparison with signboards and windows.
(2) Signboards
Shop signs are used to identify shops and attract business, and are the names of shops. In the market, consumers often browse all kinds of shop signs, large and small, in order to find commercial service places that realize their purchase goals or are worth visiting. The quality of signboards has a very obvious psychological impact on consumers, which often affects the operating effect of stores. Because of this, a highly generalized and powerful
Attractive store brands can effectively stimulate consumers' senses and cause corresponding behaviors. The naming methods of shop signs in China mainly include:
1. This naming method, which is associated with business characteristics or main commodity attributes, usually enables consumers to easily identify the business scope of the store, guide and facilitate consumers to choose and buy, and achieve the purpose of attracting business. For example, the names of "Daguangming Optical Shop" and "Wan Li Leather Shoe Shop" reflect that the operators' main commodities are glasses and leather shoes.
2. This naming method associated with service spirit or business motto can usually reflect the business ethics and service spirit of businessmen who do business in a civilized way, pay attention to credibility and serve customers wholeheartedly, and make consumers feel trust. For example, "ten-profit department store" and "half-profit snack bar" imply the purpose of small profit sales by operators.
This naming method, which is associated with historical celebrities or folklore, can usually arouse consumers' strong interest and respect. For example, "Luyu Tea Shop" was named after China's first monograph on tea written by Lu Yu, a scholar in the Tang Dynasty, which reflected that the operators were familiar with tea classics and had certain experience in tea management.
4. This naming method, which is associated with enjoying artistic conception or good wishes, usually reflects that the operator is willing to add fun to consumers' lives, and at the same time contains good wishes for consumers, which makes consumers have beneficial associations, thus generating cordial psychological feelings for operators. For example, "Taotaoju" means that when you come here, you will be immersed in the environment of Le Tao Tao. Another example is "Sweet Cafe", which means that couples who come here to taste coffee get a sweet ending.
5. Stimulate consumers' interest or curiosity. For example, a small jar, a white duck and a yellow dog were painted on the signboard of a small shop near the People's Cinema in Ming Kai Street, Ningbo, Zhejiang. Pedestrians are curious when they see it, and they only know it is a dumpling shop when they enter the store. Because the original owner's name was Jiang Agou, he managed well and created a famous brand old shop. Now the signboard is drawn according to the homonym of the original owner's name Such fresh and interesting signs often make small shops full of customers.
Known far and wide. The owner of a department store in Hong Kong used his huge photo as a signboard, which also attracted customers into the store to see its true colors.
6. Borrowing foreign store names and place names Because China has implemented the correct economic opening policy, the life of domestic people has changed from closed to open, and some internationally influential big companies have erected their own signboards in China to attract consumers in China. For example, KFC, McDonald's and Penny have aroused consumers' early adopters' psychology because of their unique and novel business methods. Obviously, this kind of enterprise wins by the name of the store, which conforms to the psychology of consumers seeking innovation and change and is worth learning from.
Shop signboard design should strive to be concise, fresh, easy to read and remember, endow it with aesthetic feeling, make it attractive, promote consumers' thinking activities and meet ideal psychological requirements. However, it is worth mentioning that in recent years, some strange shop names have appeared in many places, such as Imperial Entertainment Palace, Night Owl Restaurant, Devil Restaurant, Girls Cafe, etc., which have aroused the dissatisfaction of the masses and been generally corrected. We believe that business naming, as a cultural phenomenon, actually bears the responsibility of spreading socialist spiritual civilization, which should not only be loved by the masses, but also have noble, healthy and beneficial connotations. That strange name of grandstanding is not conducive to purifying social atmosphere.
(3) Inlet and outlet
The design should consider the number, form and width of entrances and exits, and take the principle of attracting consumers' attention and facilitating entering the store. If the location and specifications of the entrances and exits are unreasonable, causing congestion and other phenomena, people will be afraid to go forward and leave a bad impression.
(4) Building structure
A good building is a solidified symphony. Shop building is a part of the beauty of the city, and often different building materials will form different images. For example, the antique buildings, brick and wood structures, carved beams and painted columns of Liulichang Cultural Street in Beijing give people a quaint beauty. Guangzhou Huaxia Company is decorated with steel-aluminum glass curtain wall, which is full of modernity.
The special decoration of the store will arouse people's interest and attract many people to like bait with its brand-new appearance. People who are attracted by strange buildings will always come in and have a look, and it is inevitable that they will buy something.
(5) Visibility
Shops with inconspicuous locations and poor visibility are bound to be less attractive to consumers. The habitual characteristics of consumers' shopping behavior are: they like to walk on the right and enter roadside shops by the way, instead of crossing the street back and forth; I like the obvious store location and convenient transportation, and I don't want to be remote, and I don't want to change cars many times. In addition, to improve visibility, it is necessary to combine shop facades and signboards.
(VI) Store environment
In an area, we should not only make the store itself outstanding, but also take care of the surrounding buildings and scenery to complement each other. Because a good shop environment is conducive to establishing a good shop image, if the shop is not in harmony with the environment, it will often make people feel neither fish nor fowl, which will affect the public's consumption psychology.
Second, the psychological requirements of window design
The shop window is a glass window set up by the store facing the street. It is a comprehensive art form that arranges important commodities into decorative and integral sample groups according to clever design, and introduces and publicizes them with scenery props and decorative paintings as the background, with lighting, color and text description. In modern business activities, the window is not only an important advertising form, but also an important means to decorate the storefront.
(A) the impact of the window on consumer buying activities
1. Stimulate buying interest, select important goods for display, and put popular goods or newly promoted goods in a conspicuous position in the window according to consumers' interests and seasons, which can not only give consumers an overall image of business projects, but also give consumers a sense of freshness and intimacy, and arouse consumers' attention and interest in the store.
2. Publicizing decorative arts, national styles and the flavor of the times in the window of purchasing desire will not only make consumers have a good intuitive impression on goods, but also make them have a good association with things and get spiritual satisfaction, thus promoting their psychological purchasing desire.
3. Enhance purchasing confidence. Shop windows are composed of real goods. Truthfully introducing the efficacy, uses, uses and storage methods of goods directly or indirectly reflects the characteristics of reliable quality and reasonable price of goods, which can not only improve consumers' enthusiasm for buying goods, but also give them a genuine feeling and enhance their confidence in buying goods.
(B) the psychological principles of window design
The window should play the role of introducing goods, guiding consumption, promoting sales and publicity and education. First of all, we should be eye-catching and pay attention to visual effects. Judging from the perceptual law of psychology, the principles that window design should follow are:
1. The stimulation of windows should be strengthened. The degree of people's concentration is directly proportional to the intensity of stimulation. Where the color is bright, the luminosity is bright, the sound is pleasant, and the mark is prominent, it is irritating and will inevitably attract more attention.
2. The contrast between windows should be strengthened. The greater the difference between the perceived object and the perceived background, the easier it is for people to perceive clearly. The white swan in the snow and the squirrel in the forest are not easy to be noticed because of their protective colors. On the contrary, "stand out from the crowd" and "a little red in the green" are easy to be noticed.
3. Attention should be paid to the activities of displaying commodities. Generally speaking, moving objects and recurring objects are easy to attract people's attention. Such as meteors in the night sky, flashing neon advertisements, movies, traffic lights at intersections, etc. It is easy to be noticed.
4. It should be noted that the combination of displayed goods will have a great impact on people's perception because of the integrity of perception, often because of different combinations of stimuli. For example, the goods displayed in the window and the words and pictures on the page should not be too many and too fragmentary, otherwise it will distract people's attention. In addition, the location of the visual center is the best, that is, in the "golden distribution line" respected by many advertisers.
(C) the psychological method of window design
Shop window is a street art that meets consumers every day. To achieve a successful overall effect, no matter what design method is adopted, we should pay attention to adapting to consumers' psychology and meeting their various psychological requirements, so as to win consumers' love, stimulate their desire to buy and enhance their confidence in buying. To exert the psychological influence of the window on consumers, the following methods can generally be adopted:
1. Fully display commodities, highlight commodities, and adapt to consumers' purchasing psychology. In stores, goods are the most concerned visual objects of consumers. The purpose of most consumers to look at the window is to watch, understand and evaluate the goods displayed in the window, and collect the relevant information of buying goods in order to make a decision. Therefore, the most important psychological method of shop window design is to fully display the goods, highlight the goods, and clearly show the main excellent qualities or personality characteristics of the goods to consumers, giving them a sense of convenience.
2. Create a beautiful overall image and give consumers artistic enjoyment. In the window display, goods are the first, but it is difficult to attract consumers only by isolated goods and random stacking. Therefore, to adapt to the aesthetic trend of consumers, we should use various artistic methods to decorate the window vividly and skillfully. The design and application of artistic composition and color are decisive links in window design. The artistic conception of the window should strive to reflect the concise, concise, novel and unique composition, and the color of the window should be fresh and pleasing to the eye, unified and harmonious. Shop windows with strong artistic appeal can not only decorate cities and beautify shops, but also satisfy consumers.
Enjoy the beauty.
3. Use the indirect rendering of scenery to meet the emotional needs of consumers. Expressing the theme with lyrical artistic techniques, indirectly describing and rendering the display content, so that the window display has intriguing image symbols, which can make the viewer associate a beautiful and happy artistic conception from the implicit artistic conception and meet emotional needs.
Generally speaking, we can explore the internal relations from the name, performance, origin, raw materials, uses, users, seasons and other aspects of the goods, and grasp the aspect that can best describe and render the goods to enrich our imagination and create attractive artistic conception. In addition, in order to facilitate shopping and attract customers, facilities such as children's playgrounds can be arranged to create a better shopping environment.
4. According to seasonal changes and market consumption, timely adjust the commodity display. Shops should use scientific methods to regularly investigate and study commodities, markets and consumers, so as to obtain reliable market information and materials as the basis for timely adjustment of commodity display. Timely put marketable goods and new products in a conspicuous position. People are curious, and novelty can stimulate people the most, so it is the easiest to attract people's attention, thus playing the role of window promotion.