Emotional Poitioning Of Real Estate Sale Promotion Graphic Design

With China's entry into WTO, the domestic companies and brands are facing stronger and stronger competition. It is very difficult for enterprises to take the lead in the market by merely stressing the functions of their products, as they did under the planned economy. Today buyer's market is giving way to seller's market, therefore the homogeneity has inevitably appeared among products. It's a common practice that enterprises are trying to give prominence to their products by offering creative service. We have entered into the brand-new stage of emotion consumption. As Mr. Philip Kotler, a marketing expert from the United States, puts as following: people's consumption behavior can be divided into three stages: the first stage is the quantity consumption; the second stage is the quality consumption; and the third stage is emotion consumption. In the third stage, after satisfied with the quality and quantity of merchandise, consumers attach much importance to the degree of intimate relationship arose between consumers and products. Their purchase behavior is driven by a emotional desire or a pursuit of combining commodities with their ideal ego concept.If an enterprise is orientated to the real estate, the key to success lies in displaying unique advantages of the project. These advantages must draw consumers' attention and have the features that their rivals cannot have or are better than their competitors. Generally speaking, the orientation of real estate consists of the following sub-divisions as compound orientation, apartment layout orientation, theorientation of management of real estate, price orientation, individuality orientation, culture orientation. The rise of emotion orientation is an inevitable economic marketing strategy as well as a brand-new design facing fierce competition of modern market. It also function as effective supplement and revision to traditional orientation methods. In many people's eyes, houses, as a kind of special commodity, imply an Eden built in their hearts. Their demands of houses not only come from the construction of steel and cement, but also from the spiritual satisfactionAccording to consumer psychology, it is of vital importance for a visual design to grasp the psychological structure of different target groups appropriately. Because he market is subtly divided, different consuming groups have different psychological structure. Thus, designers must have deep understanding of psychology, which falls into the realm of social science, and incorporate it into their thought system and their designs. They should not only pursuit visual effect. What is more important is to find clues and inspirations from the receivers' psychology and try their best to satisfy the receivers' psychological need. Only thus can they move the consumers deeply.Many elements in graphic design can convey certain emotional meanings. But they are separate and not enough to express the whole design thought and emotional implications. In order for their designs to touch people's heart, designers must make choices among these elements according to the overall emotional expression requirement, organize them in such a way as to form a holistic visual image, create a certain emotional atmosphere. The three basic visual delivery elements of color, text and graphics must be incorporated into a harmonious whole.Either the traditional function orientation or the emotion orientation we discussed above is nothing but a methodology, a starting point, whereas the consumers' needs are the ultimate destination.