探究VDM中的视觉陈列设计

ANALYSIS OF VISUAL DISPLAY DESIGN IN VDM

视觉营销(VDM)这个雏形最先来源于欧洲,大规模的生产需要大量的交换来完成,这些资本家为了推销其商品,因而促使了展示商品的发展,而到了19世纪末,服装业发展,需要大量生产销售,这时视觉营销开始出现,随之,伴随着百货商场的产生,视觉营销不断地成熟、完善。本文从视觉营销概念以及旗下的视觉陈列构成进行分析,从视觉陈列要素中的店面、陈列进行色彩、环境色、照明道具方式等规划,强调陈列与展示带来的视觉冲击,视觉陈列通过服装与品牌的形象化展示,用无声的语言连接着消费者,从而向消费者传递商品信息,服务理念以及品牌定位,达到实现商品价值的目的。

The first prototype of visual merchandising （VDM） is from Europe, because large-scale production requires a lot of exchange to complete. Capitalists sell their goods, which has prompted the development of the display of goods, and to the late 19th century, with the development of the garment industry, it requires a lot of production and marketing, visual merchandising began to appear and be followed. Along with the produce department stores, visual merchandising continues to mature, and constantly improve. From the concept of visual merchandising and visual display, the article analyzes from the visual display elements store, display for color, ambient color, lighting, props, planning methods, emphasizing the display and showing the visual impact, the visual display through the clothing and brand visualization display, with a silent language connects consumers, so as to pass commodity information to consumers, the service concept and brand positioning to achieve the purpose of the value of goods.