New stores or women operators sometimes choose the color they like. However, in order to vote well, it is best to classify the nature first.
The human body's perception of color in daily life tutors the following three elements:
(1) Hue: It is the color of red, yellow and green, that is, the primary color, which is the basic color of all colors.
(2) Lightness: The color indicating the brightness of the color. For example: light pink, bright red, yellowish green. Indicates a dark color, such as light gray, purple, olive, or brown.
(3) Chroma: It is the vividness of color, such as black, white and red. It can also be divided into bright and warm colors.
Warm colors are generally easy to get close to color, such as red, yellow and other colors, which is more suitable for younger-level shops, in the same color, pink, bright red, goose yellow and other female favorite colors, for women's goods store It is more suitable for gorgeous stores such as baby and children's clothing stores.
The cold color system seems to have a very high feeling, and there is a sense of expansion. Shops with high ceilings in the cold and cold areas should not be used. Otherwise, they will feel very deserted when entering the store, and the intimacy will be reduced. Try to avoid using them.
However, in the summer, in order to reproduce the feeling of mountains and seas, the use of cold colors during the display can produce a sense of coolness, so it is appropriate to use it as a seasonal application.
In addition, the element that can form a color effect is the blending of the product color and the wall color. For example, if the background is a yellow wall, if the yellow color of the same color is displayed, it is not only strange, but also easy to lose the value of the product. It can be seen that if the contrast color of the opposite color system is displayed, for example, the black and white goods are combined, the product will be more vivid, and the contrast color must be used. The color of the store not only improves the purchasing power of the customer, but also improves the level of the product.
Air conditioning and scent are self-evident, and every customer wants the air and temperature of the store to be fresh and pleasant, so that they have a good mood to buy goods. Therefore, the fresh air and pleasant indoor temperature, coupled with the flavor of the store-style style, are the details that should be carefully considered in visual marketing planning. The so-called "do not be small and not good", the details of the things are done, the overall will be perfect and perfect, so that will really attract customers, and leave a deep impression in the minds of customers. Therefore, the choice of indoor air conditioners, fresheners, and fragrances should be considered in the overall planning to make them consistent with the overall image. This is a must for high-level visual marketing management.
Background music has great emotional appeal and emotional communication. In an elegant or fresh clothing store, customers will feel very comfortable if they can hear the same style and style of music as shops and products. It will stay for a little longer, which is very significant for the store. Even if the customer does not shop, the impression that the music gives them is extremely profound, which will help them to know and remember the store and the brands and goods here. Maybe one day, they will become loyal customers.
However, when using music to create an atmosphere, the music must be carefully selected to match the preferences of the target customers. In addition, the time and intensity of music playback should also be considered, because any beautiful music that is played continuously for a long time can be boring, especially if the rhythm is strong, if the way of playing is not Reasonable, it will make people irritated. Therefore, when choosing background music, be sure to pay attention to the following points:
The type of music should be the same as the style of the store and the goods;
The number of songs is sufficient, and it does not make people feel dull when playing continuously;
The playing time and playing volume of the music are reasonable;
The music can cater to the interests and style of the customers.
The role of in-store lighting in the store is just as important as the color. It enhances the display of merchandise and creates a store atmosphere, creating a pleasant and comfortable shopping environment. In the entire store, the lighting design has the finishing touch, it is like a palette, can produce a variety of different shades, and like a five-flavor bottle, can be formulated with different tastes, so the clever lighting design can Improve the value of goods, strengthen the customer's willingness to purchase, and make the effect of visual marketing to the best.
First, the lighting design of the product display With the illumination of the light, the product becomes more attractive, and for the customer, the light plays a guiding role. In other words, the purpose of lighting in the mall can be divided into two aspects: one is for goods, and the other is for customers.
For commodities, the main purpose of lighting is to:
Enhance the color and texture of the product: After the light is irradiated, such as warm light, it can enhance the color effect of the product, and the light reflected by the glassware or the shiny object adds the exquisiteness and nobleness of the product. ;
Emphasis on the characteristics of the product: the carefully designed projection beam separates the product from the background, thus creating a sense of space; in addition, the color light has an expression, which can create a special atmosphere, so that the connotation of the product can be interpreted to achieve the final display. purpose.
For customers, the purpose of lighting is to:
Attracting customers' attention: When the goods can't stand out from the surrounding environment, the light can play its role. For example, by using the contrast between brightness and hue, the customer's attention can be focused on specific products. Achieved the role of visual guidance;
Improve the affinity of the product: through the color light, the product will produce a soft, warm feeling, so that the customer gets a psychological euphoria, and then a good feeling for the product, so that the desire to buy.
1. Appropriate lighting methods The characteristics of the goods are different, and the lighting method should also be changed accordingly, so as to achieve targeted lighting modeling. The lighting methods commonly used are mainly the following:
Direct and semi-direct illumination directly has high light intensity, high efficiency, and easy formation of obvious shadows. Therefore, the contrast is strong, and it is a dynamic lighting method, which is the best for glossy products.
Semi-indirect and indirect lighting is inefficient, but the light is soft and the contrast is small. It can be used to create a light, soothing or awkward, gentle mood for elegant styles or underwear.
2. Light sources of different colors have different color temperatures. For example, incandescent lamps are warm light and suitable for warm color products. Fluorescent lamps are cold light, which makes white and cool colors more personalized. Therefore, with different lamps, artificial adjustments can create different atmospheres to make them appear cool or warm.
3. Lighting design principles The prominent visual effects of goods are simple and effective lighting means. The choice of lighting equipment should take into account the lighting effect and the principle of energy saving. Pay attention to the following points when designing lighting:
For the wall illumination, the other parts should be lowered, so that the background color of the wall is prominent, which can fully express the personality and characteristics of the product;
Lighting design should fully consider the customer, strong lighting is easy to make the eyes feel tired, should be avoided as much as possible;
The intensity of the lighting reflects the taste of the store, that is, the more sophisticated the mall, the softer the light;
High-intensity lighting is not equal to effective lighting, so it is designed according to the visual needs of the merchandise display.
Second, the window lighting window lighting is designed for the past pedestrians, therefore, the brightness of the window must be 2 to 4 times higher than the store.
The lighting of the window should not only have an aesthetic sense, but also must enhance the visual enhancement of the product and the atmosphere. Therefore, decorative lighting such as downlights and chandeliers can be used to make the lighting layer clear and expressive; at the same time, the average and single should be avoided. The brightness should be adopted instead of 'tuned lighting; in addition, in conjunction with the display of goods in different seasons, the lighting should pay attention to the coordination of color temperature.
Third, the illumination of the wall and pillars of the wall-mounted cabinet requires 1.5 to 2 times the brightness of the store. The display racks are from top to bottom, and each layer requires the same brightness, so fluorescent lamps should be used between the layers. Some stores require spotlights to complement the brightness. As for the display of the wall, a bracket light or a spotlight can be used to increase the value of the product.
For the illumination of the wall display cabinet, the thin tube fluorescent lamp is often used, and the auxiliary light is provided by the spotlight above, which usually achieves the desired effect.
If there is a pillar in the store, then the bracket light and the chandelier should be used as the light source. If the space around the pillar is used for display and display, it is better to have a certain dark contrast lighting effect. If the upper and lower parts of the pillar have the same brightness, Will result in mediocre, monotonous effect.
The lower ceiling is suitable for use with the downlights, otherwise it will make the light dim and cause a sense of depression; the green lawn of the decorative display stand will have a bright and moving color. If you use the spotlight, it will show a life; it should be in the shelf. The fluorescent lamp is installed to make the goods clear and identifiable, and the illumination is uniform; the thin tube fluorescent lamp should be used in the display cabinet to highlight the soft effect; the wall display shelf has enough light source to make the product stand out.
The human body's perception of color in daily life tutors the following three elements:
(1) Hue: It is the color of red, yellow and green, that is, the primary color, which is the basic color of all colors.
(2) Lightness: The color indicating the brightness of the color. For example: light pink, bright red, yellowish green. Indicates a dark color, such as light gray, purple, olive, or brown.
(3) Chroma: It is the vividness of color, such as black, white and red. It can also be divided into bright and warm colors.
Warm colors are generally easy to get close to color, such as red, yellow and other colors, which is more suitable for younger-level shops, in the same color, pink, bright red, goose yellow and other female favorite colors, for women's goods store It is more suitable for gorgeous stores such as baby and children's clothing stores.
The cold color system seems to have a very high feeling, and there is a sense of expansion. Shops with high ceilings in the cold and cold areas should not be used. Otherwise, they will feel very deserted when entering the store, and the intimacy will be reduced. Try to avoid using them.
However, in the summer, in order to reproduce the feeling of mountains and seas, the use of cold colors during the display can produce a sense of coolness, so it is appropriate to use it as a seasonal application.
In addition, the element that can form a color effect is the blending of the product color and the wall color. For example, if the background is a yellow wall, if the yellow color of the same color is displayed, it is not only strange, but also easy to lose the value of the product. It can be seen that if the contrast color of the opposite color system is displayed, for example, the black and white goods are combined, the product will be more vivid, and the contrast color must be used. The color of the store not only improves the purchasing power of the customer, but also improves the level of the product.
Air conditioning and scent are self-evident, and every customer wants the air and temperature of the store to be fresh and pleasant, so that they have a good mood to buy goods. Therefore, the fresh air and pleasant indoor temperature, coupled with the flavor of the store-style style, are the details that should be carefully considered in visual marketing planning. The so-called "do not be small and not good", the details of the things are done, the overall will be perfect and perfect, so that will really attract customers, and leave a deep impression in the minds of customers. Therefore, the choice of indoor air conditioners, fresheners, and fragrances should be considered in the overall planning to make them consistent with the overall image. This is a must for high-level visual marketing management.
Background music has great emotional appeal and emotional communication. In an elegant or fresh clothing store, customers will feel very comfortable if they can hear the same style and style of music as shops and products. It will stay for a little longer, which is very significant for the store. Even if the customer does not shop, the impression that the music gives them is extremely profound, which will help them to know and remember the store and the brands and goods here. Maybe one day, they will become loyal customers.
However, when using music to create an atmosphere, the music must be carefully selected to match the preferences of the target customers. In addition, the time and intensity of music playback should also be considered, because any beautiful music that is played continuously for a long time can be boring, especially if the rhythm is strong, if the way of playing is not Reasonable, it will make people irritated. Therefore, when choosing background music, be sure to pay attention to the following points:
The type of music should be the same as the style of the store and the goods;
The number of songs is sufficient, and it does not make people feel dull when playing continuously;
The playing time and playing volume of the music are reasonable;
The music can cater to the interests and style of the customers.
The role of in-store lighting in the store is just as important as the color. It enhances the display of merchandise and creates a store atmosphere, creating a pleasant and comfortable shopping environment. In the entire store, the lighting design has the finishing touch, it is like a palette, can produce a variety of different shades, and like a five-flavor bottle, can be formulated with different tastes, so the clever lighting design can Improve the value of goods, strengthen the customer's willingness to purchase, and make the effect of visual marketing to the best.
First, the lighting design of the product display With the illumination of the light, the product becomes more attractive, and for the customer, the light plays a guiding role. In other words, the purpose of lighting in the mall can be divided into two aspects: one is for goods, and the other is for customers.
For commodities, the main purpose of lighting is to:
Enhance the color and texture of the product: After the light is irradiated, such as warm light, it can enhance the color effect of the product, and the light reflected by the glassware or the shiny object adds the exquisiteness and nobleness of the product. ;
Emphasis on the characteristics of the product: the carefully designed projection beam separates the product from the background, thus creating a sense of space; in addition, the color light has an expression, which can create a special atmosphere, so that the connotation of the product can be interpreted to achieve the final display. purpose.
For customers, the purpose of lighting is to:
Attracting customers' attention: When the goods can't stand out from the surrounding environment, the light can play its role. For example, by using the contrast between brightness and hue, the customer's attention can be focused on specific products. Achieved the role of visual guidance;
Improve the affinity of the product: through the color light, the product will produce a soft, warm feeling, so that the customer gets a psychological euphoria, and then a good feeling for the product, so that the desire to buy.
1. Appropriate lighting methods The characteristics of the goods are different, and the lighting method should also be changed accordingly, so as to achieve targeted lighting modeling. The lighting methods commonly used are mainly the following:
Direct and semi-direct illumination directly has high light intensity, high efficiency, and easy formation of obvious shadows. Therefore, the contrast is strong, and it is a dynamic lighting method, which is the best for glossy products.
Semi-indirect and indirect lighting is inefficient, but the light is soft and the contrast is small. It can be used to create a light, soothing or awkward, gentle mood for elegant styles or underwear.
2. Light sources of different colors have different color temperatures. For example, incandescent lamps are warm light and suitable for warm color products. Fluorescent lamps are cold light, which makes white and cool colors more personalized. Therefore, with different lamps, artificial adjustments can create different atmospheres to make them appear cool or warm.
3. Lighting design principles The prominent visual effects of goods are simple and effective lighting means. The choice of lighting equipment should take into account the lighting effect and the principle of energy saving. Pay attention to the following points when designing lighting:
For the wall illumination, the other parts should be lowered, so that the background color of the wall is prominent, which can fully express the personality and characteristics of the product;
Lighting design should fully consider the customer, strong lighting is easy to make the eyes feel tired, should be avoided as much as possible;
The intensity of the lighting reflects the taste of the store, that is, the more sophisticated the mall, the softer the light;
High-intensity lighting is not equal to effective lighting, so it is designed according to the visual needs of the merchandise display.
Second, the window lighting window lighting is designed for the past pedestrians, therefore, the brightness of the window must be 2 to 4 times higher than the store.
The lighting of the window should not only have an aesthetic sense, but also must enhance the visual enhancement of the product and the atmosphere. Therefore, decorative lighting such as downlights and chandeliers can be used to make the lighting layer clear and expressive; at the same time, the average and single should be avoided. The brightness should be adopted instead of 'tuned lighting; in addition, in conjunction with the display of goods in different seasons, the lighting should pay attention to the coordination of color temperature.
Third, the illumination of the wall and pillars of the wall-mounted cabinet requires 1.5 to 2 times the brightness of the store. The display racks are from top to bottom, and each layer requires the same brightness, so fluorescent lamps should be used between the layers. Some stores require spotlights to complement the brightness. As for the display of the wall, a bracket light or a spotlight can be used to increase the value of the product.
For the illumination of the wall display cabinet, the thin tube fluorescent lamp is often used, and the auxiliary light is provided by the spotlight above, which usually achieves the desired effect.
If there is a pillar in the store, then the bracket light and the chandelier should be used as the light source. If the space around the pillar is used for display and display, it is better to have a certain dark contrast lighting effect. If the upper and lower parts of the pillar have the same brightness, Will result in mediocre, monotonous effect.
The lower ceiling is suitable for use with the downlights, otherwise it will make the light dim and cause a sense of depression; the green lawn of the decorative display stand will have a bright and moving color. If you use the spotlight, it will show a life; it should be in the shelf. The fluorescent lamp is installed to make the goods clear and identifiable, and the illumination is uniform; the thin tube fluorescent lamp should be used in the display cabinet to highlight the soft effect; the wall display shelf has enough light source to make the product stand out.
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