Consumers: Cognition Process And Visual Psychology

1, enhance the comparison between commodity and background. There are many kinds of visual information in the store, so people can only choose a few to identify objects. According to the principle of visual psychology, the larger the difference between object and background is, the easier it is to perceive. It is easy to see objects with color on the background without color, and objects that are easy to notice in dark background. For example, in the interior design, use dim colors and low lighting, and use the light to project the light onto the merchandise, so that the customers' eyes are attracted to the merchandise. For example, light goods are based on dark walls, while dark goods are based on white shelves, which are used to highlight goods.

2, master the appropriate Stimulus intensity 。 In addition to highlighting goods. Advertisements, neon lights, TV and so on are also used to attract. customer 。 But stimulation can not play a role beyond a certain limit. The greater the number of signboards, the less likely the relative attention will be paid to each item. Experiments conducted abroad have shown that the possibility of attention is much faster than that predicted by people who only focus on quantity. An increase of second signboards will not halve the possibility that the first signboard will be noticed, while the influence of the third signboards will be greater than that of the fifteen signboards. Sign The probability of being noticed is far below fifteen. Experiments show that the average person's visual attention range is not more than seven, for example, the letter can be displayed in a short time. The average person can only see about six. This 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.

After making consumers pay attention to commodities, a series of countermeasures should be adopted to promote his successful purchase. We can take the following measures in interior design.

1, arouse interest. New and beautiful display and environmental design can make products look more attractive. Foreign commercial buildings pay much attention to the diversity of display devices. They often design display devices according to the commodity, so that the characteristics of the products can be fully displayed.

2, induce Association. It is very effective to use the visualized commodity image to induce customers to use associations. For example, children's articles store can make children's bedding and toys arranged in a children's room much more vividly than the classified queuing display mode. One of the masterpieces of the famous post modern architecture, the ring opera service hall of Vienna opera house, is also a metaphor and symbolism, which plays a role in inducing the association of consumers.

3, arouse desire. Pay attention to the diversity of display devices, because beautiful display methods and environment are just as attractive as merchandise, and even more attractive than merchandise. They give the goods the fullest display.

4, promote trust. This requires that the style of interior design coincides with the characteristics of commodities. For example, the traditional style of traditional Chinese medicine shop is more reliable than the modern form of Chinese medicine shop, and the fashionable shop is more competitive.

Related links:

The same commodities are often considered to be worth more in the well decorated shops than in the night market stalls. Facing the market competition, we must win the consumers with the outstanding features of architectural decoration. For this purpose, the following techniques can be used.

First, create theme artistic conception. In the interior design, a theme is set up according to the characteristics of the commodity, and a set of techniques for interior decoration is formed around it, creating an artistic conception, which is easy to give consumers a deep feeling and memory. For example, in the children's toy shop, the theme of the designer is the forest paradise. The flannelette animals are climbing, lying and leaning on the tree. They are very lively and lovely. Although the interior space is simple in decoration, the attraction to small customers is not weak.

Second, repeat motif. Some shops which specialize in the management of some famous brand products often use the logo as decoration, repeatedly appear in doorways, wall decoration, display devices and bags, and strengthen the impression of customers. Shops with more varieties can also be used repeatedly in the decoration of motif in order to deepen the memory of customers.

Third, flexible change. The consumption trend is constantly changing, so shops should be able to adjust their layout at any time. Some stores abroad have to make some adjustments every week to give customers a new impression. For this reason, a number of flexible designs have also emerged. If a bookstore's smallpox is a grid type track, the display rack is the R steel wire rack hanging from the track. It can change the position at will, and the owner is very convenient to adjust. The Waker office in the US has designed a series of large shopping centers with high flexibility. The steel frames made of standard parts are the main characters of the space, and large advertisements, TV screens, commodity models, models and so on are installed on them. Because the steel frame has great flexibility, it can be adjusted according to different display, providing consumers with constantly changing information which is full of stimulation.

In short, under the premise of not interfering with the commodity, the careful use of various artificial decorative materials can not only make the style of interior design distinct, but also give prominence to the characteristics of the shop, and can also play a good role in setting up some commodities. In the increasingly fierce market competition, designers must integrate the above three points in order to provide a good foundation for the store to win competition.