The Advertisement Design Research Of Point Of Purchase During The Festival Celebrates

The festival, which is inherited generation by generation, is the accumulated outcome of history and culture of a nation. As well it has diversified forms, exceptional feature, and abundant contents. However, the POP advertisement is imported to China in 1980s. As a branch of advertisement, it is also the outcome when the social economy arrives to certain level. The POP advertisement during the festival promotes the distribution of products under the atmosphere of festival. By investigation, the POP advertisement during the festival also has diversified forms, exceptional feature. Therefore, to study all the festivals'features could impact the design of POP advertisement, which becomes an important question in the field of the POP design, even in that of the graphic design.By plenty of market investigation and example collection, this paper starts from the manifestation of the POP advertisement and the business atmosphere, then analyses the relationship between the festival and POP advertisement through the ways of historical heritage, custom, emotional expression, business activities, and festival factor. By the studying of the example, the paper concludes the characteristics of visual language of POP advertisement starting from signifier and signified. From the analysis on the characteristics of visual language, the paper considers that the graphic design is basically based on the festival custom and festival symbol, the character design is basically based on the festival theme, and the color design is basically based on the festival emotion. Further, the paper collates and concludes the uniqueness of the element, point, line and surface in the POP advertisement design during the festival, which includes coordinating with the active festival atmosphere, matching with the festival rhythm, consistent with the complete and enriched festival environment. From the view of business environment layout, the paper uses the principle of beauty in form, the paper analyses the rule of artistic form that makes the POP advertisement design harmonious with the entire store and have the sense of rhythm. Finally, starting from the gestalt psychology, the paper annotates that the impact of the festival on POP advertisement design origins from the reflection of visual psychology and aesthetic emotion, hence during the festival, how to cater to the consumers'visual psychology and aesthetic emotion, how to move the customers and stimulate the purchasing desire is the logic starting point when discussing the impact of the festival on POP advertisement design.Currently, in the store during the festival, the product promotion among sellers competes fiercely. The POP advertisement design during the festival integrates the festival culture, custom with the market economy, which not only promotes the product circulation, establishes the good enterprise image and drives the social economy but also has a positive effect on inheriting the festival culture. Therefore, the study on the POP advertisement design during the festival provides a beneficial enlightenment and important reference for the enterprises, who face market full of the homogenous products, to design the POP advertisement effectively.