基于品牌文化表达的终端零售店SI设计研究

Research on the SI Design of Terminal Retail Store Based on Brand Culture Expression

品牌文化是企业与消费者之间沟通的桥梁,是消费者对品牌精神层面的认同,终端零售店是企业向外展示企业形象与品牌文化的核心平台,同时也是品牌推广的重要载体。目前,国内很多企业的终端零售店设计对品牌文化的表达不够充分,制约了终端零售店的品牌文化表达。SI设计是包含色彩搭配、装饰选材、照明设计、空间氛围等设计要素的企业终端形象识别设计,能够推动终端零售店的品牌文化表达,提升品牌文化竞争力,促进企业发展。

Brand culture is the bridge of communication between enterprises and consumers, is the identity of the brand spirit level, terminal retail store is the core platform for enterprises to show their corporate image and brand culture, but also an important carrier of brand promotion, the importance of terminal retail store design is self-evident. At present, the terminal retail store design of many domestic enterprises does not fully express the brand culture, which restricts the brand culture expression of the terminal retail stores. SI design is the enterprise terminal image identification design including color collocation, decoration materials, lighting design, space atmosphere and other design elements, which can promote the brand culture expression of terminal retail stores, enhance the competitiveness of brand culture, and promote the development of enterprises.