Interior Design Graduation Thesis

Three basic elements of store interior design

Abstract: This article analyzes the three basic elements that constitute the store interior space-commodities, consumers and decoration, and explains the store interior design The basic principle should be to highlight the product as the center and conform to the behavioral psychology of consumers.

Keywords: store design interior decoration

The three basic elements of a store interior space are merchandise, consumers and architecture. Grasping these three basic points is the key to the success or failure of the design.

1. Merchandise and store interior design

The direct criterion for measuring the quality of store design is the quality of product sales. Therefore, allowing customers to "contact" products in the most convenient, intuitive and clear way is the primary goal. When receiving a store interior design task, you must first analyze the form and nature of the goods sold in the store. The purpose is to use various artificial design elements to highlight the form and personality of the goods, and not to dominate. The analysis of commodities can be roughly started from the following points.

First, the size range of product types: how much the size of similar products changes. For example, a musical instrument store has both a huge piano and a delicate harmonica, while the products in a bookstore and an optical store have basically the same specifications. . This different range of changes creates different senses of space. Products with large changes have rich shapes when displayed, but they can also easily cause chaos. Order should be emphasized in the design. Reduce artificial decoration elements. Products with small changes are arranged neatly, but they tend to fall into monotony. When designing, you should pay attention to changes and add decorative elements.

Second, the shape of the goods: if the same type of goods have many shapes, the space will feel lively, but it can also be messy, such as a toy store. If the image of the goods sold is not very different, you should pay attention to changes when imagining the space, otherwise it will make people feel dull. For example, the styles of shoes do not change much from each other, and our common shoe stores are arranged in categories, which is difficult to arouse people's interest. On the contrary, some foreign shoe stores often make full use of changes in space and display devices to create a lively 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 compositional element in fashion stores.

Third, the color and texture of the product: antiques and home appliances are dark in color, while plastic products and toys are brightly colored. This requires the interior design tones to play a foil role and try to highlight the color of the product. In addition, the texture of goods often shows its charm under specific light and background. For example, the display of glassware must highlight its crystal clear characteristics to attract customers.

Fourth, groups and individuals of goods: Whether goods appear in groups or individuals has a great impact on customers' purchasing psychology. Groups of small items can attract attention, but too much aggregation can also lead to speculation of "unsaleable". Clever handling of asymmetrical groups can give the impression of being "in demand". As for valuable goods, only by strictly limiting the number of displays can they fully display their value. For goods that appear in groups, the interior design should be accompanied by a lively and prosperous atmosphere; for goods that appear as individuals, the design should pursue an elegant and stretched style.

Fifth, the character of the product: the character of the product determines the style of the interior design. Both are fashion stores. The freshness and elegance of high-end women's clothing stores should be completely different from the unrestrained youth casual clothing stores. The harmony between interior design style and business features is directly related to product sales.

2. Consumer behavioral psychology and store interior design

First, consumer behavior and psychology entering the store

Business psychology divides customers into three types kind. ①Purposeful shoppers. They have a purchasing goal before entering the store, so their eyes are focused and their steps are clear. ② Selective shoppers pay attention to the products to a certain extent, but they also pay attention to other products. Their steps are slow, but their eyes are focused. ③Aimless visitors. They go to the store without a certain goal. They walk slowly, their eyes are not focused, and their actions are irregular.

Different stores receive different proportions of the three types of customers. In industries where designated purchases are made, for example, pharmacies receive many customers who are purposeful shoppers, and the interior layout should be functional first. Customers choose to purchase within a certain range of industries such as stationery stores, food stores, etc.

Design should focus on organization and order. Compare the industries you choose to buy from, such as fashion stores, jewelry stores, and toy stores. The design should make the space environment attractive. Drawing customer movement trajectories in different types of stores through tracking surveys can provide a basis for interior design. Consumers' psychological activities when shopping are a comprehensive reflection of their own needs and objective influences. The goal of our research is the impact of external environmental stimuli on customers. The following are eight stages of the psychological process of consumer purchasing activities;

Generally speaking, when consumers enter a store to shop, most of them will go through the above series of psychological processes, although sometimes it is not so obvious. In store interior design, we should formulate countermeasures for a series of psychological activities of prospective consumers so that they can smoothly complete the shopping action.

Second, cognitive process and visual psychology

From the above analysis, it can be seen that the beginning of a series of psychological processes is "attention", which requires that the product should have a certain stimulation intensity In order to be perceived, according to the principles of visual psychology, we can take the following countermeasures:

1. Enhance the contrast between the product and the background. There is a lot of visual information in the store, and people can only choose a few as recognition objects. According to the principle of visual psychology, the greater the difference between an object and the background, the easier it is to be perceived. It is easier to see colored objects on a colorless background, and it is easier to pay attention to bright objects on a dark background. For example, use dim colors and low-level lighting in interior design, and use floodlights to project light onto the products to attract customers' eyes to the products. Another example is that light-colored products are set against dark walls, while dark-colored products are set against white shelves to highlight the products.

2. Master the appropriate stimulation intensity. In addition to highlighting the product. Advertising, neon lights, television, etc. are also used to attract customers. But stimulation has little effect beyond a certain limit. The greater the number of signboards, the less likely each piece is to be noticed. Some people abroad have done experiments that show that the possibility of attention decreases much faster than people expected from the perspective of quantity alone. Adding a second sign will not reduce the possibility of the first sign being noticed by half, but the impact of the third sign will be greater, and by the time it reaches fifteen, a specific sign will be much more likely to be noticed. Less than one-fifteenth -. Experiments show that the average person's visual attention range does not exceed seven. For example, when letters are presented for a short time, the average person can only see about six. This is very important for us to reasonably determine the number of commercial signs and advertisements, the number of groupings of counters, and the space in interior design. Dividing ranges etc. is very useful.

Third, emotional psychology and purchasing action

After attracting consumers’ attention to the product, a series of countermeasures must be taken to promote him to successfully complete the purchasing action. We can adopt the following methods in interior design.

1. Arouse interest. Novel and beautiful display methods and environmental design can make products look more attractive. Foreign commercial buildings pay great attention to the diversification of display devices, and often design display devices according to the products so that the characteristics of the products can be fully displayed.

2. Induce associations. It is very effective to use intuitive images of product use to induce customers' associations with use. For example, in a children's product store, arranging bedding, toys, etc. used by children into a children's room is much more vivid than the display method of categorizing and queuing up. It makes customers Be there. One of the famous post-modern architectural masterpieces, the Vienna Opera Ring Travel Agency Business Hall also uses metaphors and symbols to induce associations among consumers (tour group members). (See 8201 of this magazine)

3. Arouse desire. Pay attention to the diversity of display devices, because beautiful display methods and environments are as attractive as the goods, or even more attractive than the goods. They allow the goods to be fully displayed.

4. Promote trust. This requires that the style of the interior design be consistent with the characteristics of the product. For example, traditional Chinese medicine stores are more trusted by consumers than modern Chinese medicine stores, while fashion stores with novel styles are more competitive.

3 Architectural Decoration Elements and Store Interior Design

People often think that the same products placed in well-decorated stores are of higher value than those placed on night market stalls.

Facing market competition, we must win over consumers with the outstanding features of architectural decoration. To do this, the following techniques can be used.

First, create the theme and artistic conception. In interior design, a theme is established based on the characteristics of the product, and a set of interior decoration techniques is formed around it to create an artistic conception that is easy to give consumers deep feelings and memories. For example, in the children's animal toy store, the theme created by the designer is a forest paradise, with velvet animals climbing, lying and leaning on the trees, looking very lively and cute. Although such an interior space is simply decorated, it is not less attractive to young customers.

Second, repeat the motif. Some stores that specialize in a certain brand-name product often use the product logo for decoration, which appears repeatedly on doorways, wall decorations, display devices, and packaging bags to strengthen customers' impressions. Stores with a wide variety of products can also use a certain pattern as a motif to repeatedly use it in the decoration to deepen customers' memory.

Third, be flexible. Consumer 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 fresh impression. For this reason, a large number of flexible designs have emerged. For example, the ceiling of a bookstore is a grid-type track, and the display rack is an R-shaped steel wire rack hanging upside down from the track. It can change its position at will, making it very convenient for the store owner to adjust. Waker Architects in the United States has designed a series of large shopping malls with high flexibility. Here, the steel frame composed of standard parts becomes the protagonist of the space, with large advertisements, TV screens, product models, models, etc. installed on it. Because the steel frame has great flexibility, it can be adjusted according to different displays, providing consumers with exciting and constantly changing information.

In short, without interfering with the products, the careful use of various artificial decorative materials can not only make the interior design distinctive and the characteristics of the store outstanding, but also play a good role in certain products. foil effect. In an era of increasingly fierce market competition, designers must comprehensively use the above three points to provide a good foundation for stores to win the competition.