基于符号学的服装品牌春节主题橱窗陈列研究

Research on the Window Display with Spring Festival Theme of Fashion Brands Based on Semiotics

基于行为符号在消费主义下的应用,节日主题橱窗设计除了累积相关的节日元素,还应该把橱窗作为节日文化符号和品牌形象的视觉呈现形式,暗示消费对象,增加潜在消费行为。文章从节日主题橱窗这一大类说起,引申到春节橱窗设计,探讨其在符号学下的构成体系,分析其内涵的元素符号、文化符号、情感符号,研究这3类符号在春节橱窗设计中的意境表达,同时,针对服装品牌春节橱窗的同质化和特殊性,思索节日橱窗个性和品牌文化共性的平衡关系,发掘节日主题橱窗在新时代背景下的拓展路线。

This paper analyzes the application of behavioral symbols under consumerism. In addition to the accumulation of relevant festival elements, the window should also be regarded as the visual presentation form of festival culture symbols and brand images, implying the consuming objects and increasing the potential consumption behavior. This paper begins with the festival theme window, extends to the spring festival window design, discusses the composing system under the semiotics, analyzes the element symbols, the cultural symbols and the emotion symbols, and studies the artistic conception expression of these three kinds of symbols in the design of spring festival window. Meanwhile, aiming at the homogeneity and particularity of spring festival window of fashion brands, the paper discusses the balance relationship between individuality of the festival window and the common character of brand culture, and explores the expansion way of festival theme window under the background of new era.