统一店招背景、问题与对策研究——以芜湖为例

RESEARCH ON THE BACKGROUND,PROBLEMS AND DESIGN STRATEGY OF UNIFIED STORE SIGNS——TAKING WUHU AS AN EXAMPLE

引言"千里莺啼绿映红,水村山郭酒旗风",诗中描写的酒旗就是挂在酒家门口的店招,我国的店招历史最早可追溯到东周时期,当时店招的主要功能是为了招揽顾客,而店招发展至今,店招已然成为户外广告的一种重要广告形式,是商户对外宣传的窗口与标志,也是街区的历史文化载体,城市历史文化风貌的展现。近些年来,上海、南京以及芜湖等地出现了统一店招的现象,引起了社会的关注,以下即对统一店招的利弊进行分析,并提出一些建议,期望能为"统一店招"问题带来一些帮助。

Due to the rapid development of the economy and the acceleration of urbanization in Chinese ever since the reform and opening up,the number of physical stores in the country has increased sharply,but the store signs are in a state of random development,and some local governments have implemented the"unified store signs"policy targeting at this problem.The unified store signs violate the esthetical rule and thus arouse the concern of the society.Taking Wuhu as an example,this paper analyzes the background,advantages and disadvantages of the unified store signs,and proposes the design strategy to solve the"unified store signs"problem.