Lead: In the organization of indoor space, the choice of color and lighting, and the comparison of indoor environment and atmosphere, it is more necessary to study people's behavioral psychology and visual feelings.
The three basic elements of the interior space of a store are goods, consumers and buildings. Grasping these three basic points is the key to the success or failure of design.
Interior design of goods and shops
The direct criterion to measure the quality of store design is to look at the quality of commodity sales, which is the most convenient, intuitive and clear for customers? Contact? Commodities are the primary goal. When receiving the interior design task of a store, we should first analyze the shape and nature of the goods sold in the store, with the aim of highlighting the shape and personality of the goods by using various artificial design elements, rather than usurping the role of the owner. The analysis of commodities can be roughly started from the following points.
1. Size range of commodity types: How big is the size change of similar commodities? For example, musical shops have both huge pianos and exquisite harmonicas, and the specifications of bookstores and optical shops are basically the same. This different range of change has caused different sense of space. Commodities with large changes are rich in appearance, but they are also easy to be messy. In design, we should emphasize order and reduce artificial decorative elements. Commodities with small changes are arranged neatly, but they are easy to fall into monotony. Pay attention to changes and add decorative elements when designing.
Second, the shape of goods: the shape of similar goods changes greatly, and the space feels lively, but it is also easy to be messy, such as toy stores. If there is little difference in the image of the goods sold, we should pay attention to the change when conceiving the space, otherwise it will make people feel dull. For example, the shape of shoes has not changed much, and our common shoe stores are classified and placed, which is difficult to arouse people's interest. On the contrary, some shoe stores abroad often make full use of the changes in space and display devices, resulting in a vivid atmosphere. In addition, the shape of goods is also variable. For example, clothing stores use models to form colorful images. Models are often the main elements of fashion stores.
Third, the color and texture of the goods: the colors of antiques and household appliances are gloomy, and the colors of plastic products and toys are bright, which requires the interior design tones to set off and highlight the color of the goods as much as possible. In addition, the texture of goods often shows charm under specific light and background. For example, the display of glassware must highlight its glittering and translucent characteristics to attract customers.
Fourth, the group and individual of goods: whether goods appear in the form of groups or individuals has a great influence on customers' purchasing psychology. Small commodities can attract attention in groups, but too many parties can also bring them? Slow sales? Guess. Clever asymmetric group handling will give people? Is it hot? In my mind. As for expensive goods, only by strictly limiting the number of exhibitions can their value be fully displayed. For goods that appear in groups, interior design should be accompanied by a lively and prosperous atmosphere; For goods that appear as individuals, the design should pursue elegant and stretched style.
Fifth, the character of goods: the character of goods determines the style of interior design. Both are fashion shops. The freshness and elegance of high-end women's clothing stores should be completely different from the freedom of young casual clothing stores. The harmony between interior design style and management characteristics is directly related to the sale of goods.
Second, consumer behavior psychology and store interior design
First, the behavior and psychology of consumers entering the store.
Business psychology divides customers into three categories. A purposeful shopper. They have a purchase goal before they enter the store, so their eyes are focused and their steps are clear. ② Selective shoppers pay attention to certain range of goods, but they also pay attention to other goods. They walk slowly, but their eyes are more focused. (3) Visitors without a purpose, they go to the store without a certain goal, with slow steps, unfocused eyes and irregular movements.
Different stores receive different proportions of three types of customers. For example, in the industry of buying by name, many customers received by pharmacies are purposeful shoppers, and the indoor layout should be based on functions. Customers choose to buy a certain range of industries, such as stationery stores and food stores. Design should pay attention to organization and order. Compare the industries you choose to buy, such as fashion shops, jewelry stores and toy stores. Design should make the space environment attractive. Drawing the customer's action track in different types of shops by tracking survey can provide basis for interior design.
The psychological activity of consumers when shopping is a comprehensive reflection of their own needs and objective influence. The goal of our research is the influence of external environmental stimuli on customers. The following are eight stages of the psychological process of consumers' purchasing activities;
Generally speaking, when consumers go shopping, most of them will experience the above-mentioned series of psychological processes, although sometimes it is not so obvious. In the interior design of the store, we should formulate countermeasures against this series of psychological activities of the prospective consumer, so that he can realize the shopping action smoothly.
Second, cognitive process and visual psychology.
From the above analysis, what is the beginning of a series of psychological processes? Attention? This requires that goods must have a certain stimulus intensity to be perceived. According to the principle of visual psychology, we can take the following countermeasures:
1. Enhance the contrast between goods and background. There are many kinds of visual information in the store, so people can only choose a few as recognition objects. According to the principle of visual psychology, the greater the difference between the object and the background, the easier it is to be perceived. Colored objects are easy to see on a colorless background, and bright objects are easy to notice on a dark background. For example, in interior design, dim colors are used for low illumination, and floodlights are used to project light onto commodities, so that customers' eyes are attracted to commodities. Another example is that light-colored goods are set off by dark walls, and dark goods are set off by white shelves, highlighting goods.
2. Master the appropriate stimulus intensity. In addition to highlighting goods. Advertising, neon lights and television are also used to attract customers. But if the stimulus exceeds a certain limit, it will have no effect. The more signboards there are, the less likely they are to be noticed. Foreign experiments show that from the perspective of quantity alone, the possibility of attention decreases much faster than people expected. Adding a second signboard will not reduce the possibility that the first signboard will be noticed by half, but the influence of the third signboard will be great. By the fifteenth signboard, the possibility that a signboard will be noticed will be much lower than that of the fifteenth signboard? . Experiments show that the average person's visual attention range is no more than seven, for example, the average person can only see about six letters in a short time, which is very useful for us to reasonably determine the number of commercial signs and advertisements, the number of counters and the division of space in interior design.
Third, emotional psychology and buying action.
After attracting consumers' attention, a series of countermeasures should be taken to promote their smooth purchase. We can adopt the following methods in interior design.
1. arouse interest. Novel and beautiful display methods and environmental design can make goods look more attractive. Foreign commercial buildings attach great importance to the diversification of display devices, and often design display devices according to commodities, so that the characteristics of commodities can be fully displayed.
2. Induce association. It is very effective to use the intuitive image of goods to induce customers' association. For example, arranging the bedding and toys used by children in children's stores into a children's room is much more vivid than the display method of sorting and queuing, so that customers can be there. One of the famous masterpieces of post-modernism architecture, the business hall of the Vienna Opera House Loop Travel Agency, also plays the role of inducing consumers (members of tour groups) to associate with it by means of metaphor and symbol. (See 820 1)
3. Arouse desire. Pay attention to the diversification of display devices, because beautiful display methods are as attractive as the environment and goods, even more attractive than goods, and they make the goods fully displayed.
4. Enhance trust. This requires the style of interior design to be consistent with the characteristics of goods. For example, traditional Chinese medicine shops will make consumers trust more than modern Chinese medicine shops, while fashionable fashion shops are more competitive.
Three elements of architectural decoration and store interior design
For the same goods, people often think that what is put in a decorated shop is more valuable than what is put in a night market stall. In the face of market competition, we must win consumers with the outstanding characteristics of architectural decoration. For this purpose, the following techniques can be used.
First, create a theme mood. In interior design, a theme is established according to the characteristics of goods, and a set of interior decoration techniques are formed around it to create an artistic conception, which is easy to leave deep feelings and memories for consumers. For example, in the children's animal toy store, the theme created by the designer is a paradise in the forest, and the fluffy animals are crawling, lying and leaning on the trees, which is very lively and lovely. Although this kind of indoor space is simply decorated, it is attractive to small customers.
Second, repeat the motif. Some shops specializing in a brand-name product often use the product logo as decoration, which appears repeatedly on the door head, wall decoration, display device and packaging bag to enhance the customer's impression. A variety of shops can also use a certain pattern as a theme in decoration to deepen customers' memory.
Third, change flexibly. Consumption trends are constantly changing, so stores should be able to adjust their layout at any time. Some foreign stores make some adjustments every week to give customers a new impression. Because of this, some flexible designs have also appeared in large numbers. For example, the ceiling of the bookstore is a grid-like track, and the exhibition frame is an R-shaped steel wire frame hanging upside down on the track. It can change its position at will, which is very convenient for the shopkeeper to adjust. Waker, an American company, has designed a series of large shopping centers with high flexibility. Here, the steel frame composed of standard parts becomes the protagonist of the space, and large advertisements, TV screens, commodity models and models are installed on it. Because the steel frame has great flexibility, it can be adjusted according to different monitors, providing exciting and ever-changing information for consumers.
In short, under the premise of not disturbing the goods, the careful use of various artificial decoration materials can not only make the interior design style distinct, highlight the characteristics of the store, but also play a good role in setting off some goods. In the era of increasingly fierce market competition, designers must comprehensively apply the above three points in order to provide a good foundation for shops to win competition.
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