商场橱窗设计研究摘要随着社会经济的发展，商业活动的日益频繁，企业品牌意识也越来越强烈。橱窗陈列设计作为商品营销的手段，它展示商品的性能与特色，传递品牌的企业文化，刺激消费者的购买欲望，并促成消费者最终的购买行为。因此，国内外的知名品牌都十分重视橱窗的设计。其中橱窗设计的表现形式是关键因素，设计师根据商品的个性和特点、商家的品牌文化和经营理念，在有限的橱窗展示空间内进行创造性的设计活动，如通过色彩与光感的调和、夸张怪诞式的艺术化处理等形式，来共同营造符合消费者心理及商品个性的营销环境。探究商场橱窗设计的方法，能够更准确的解析当前橱窗设计过程中的一些新的趋向，以及为当前的橱窗设计提供可借鉴的经验。关键词：橱窗；色彩；灯光AbstractWiththedevelopmentofsocialeconomy,commercialactivities,enterprisebrandawarenessisbecomingmoreandmorestrong.Windowdisplaydesignasameansofcommoditymarketing,itdemonstratetheperformanceandcharacteristicsofproductsandbrandculture,stimulatingconsumer'spurchasedesire,andcontributedtofinalconsumerspurchasingbehavior.Therefore,bothathomeandabroadwell-knownbrandallattachgreatimportancetothedesignofthewindow.Theformofshowwindowdesignisthekeyfactor,thedesigneraccordingtothepersonalityandcharacteristicsofgoods,themerchant'sbrandcultureandbusinessphilosophy,inthelimitedwindowdisplayspaceforcreativedesignactivities,suchasthroughthesenseofcolorandlighttoreconcile,exaggeratedbizarretypeofperformanceart,tojointlybuildthemarketingenvironmentofconsumerpsychologyandcommoditypersonality.Toexploremethodofthedesignofthestorewindow,canmoreaccuratelyresolvesomeofthenewtrendindesignprocessandthecurrentwindowdesignaswellasthecurrentwindowprovidesreferentialexperience.Keywords：Window.Color;Light目录摘要................................................................................................................................1Abstract..........................................................................................................................1前言................................................................................................................................2一、商场橱窗设计概述................................................................................................3（一）橱窗的概念................................................................................................3（二）橱窗设计的内涵........................................................................................3（三）橱窗设计的类型........................................................................................31.开门见山型.................................................................................................42.托物言志型.................................................................................................4二、我国商场橱窗设计的现状与存在的问题............................................................5（一）商场橱窗设计的现状................................................................................5（二）我国橱窗设计中存在的问题....................................................................61.缺乏个性.....................................................................................................62.缺乏文化内涵.............................................................................................6三、商场橱窗设计的方法............................................................................................7（一）材...
