Studies On Consumer Color Preference And Terminal Color Application

As the coming of consumption time,"color" has become a kind of consumption.Emphasizing the visual pleasure and focusing on perceptual pleasure makes the visualconsumption to be the mainstream of contemporary consumption society. Against thisbackground, it is certainly that the consumers’ requirement to color will increase higher andhigher, and many apparel brands have come to realize the importance of color display. But at thepresent time, most of domestic clothing brands don’t exert enough in store display color.Through analyzing the sales terminal color design of apparel market, the author thinks that themain problem is the homogenization between store color design and display design. Tracing it toits cause, the impact on sales, including garment brand location and the consumer emotionalrequirement is ignored. Therefore, the author thinks it is very urgent and necessary to study theconsumer behavior and brand garment display color.In order to complete the study better, the author has read a lot of literature and adhered topractice in the terminal shop for several years. During the practice period, the author got a lot offirsthand material and mastered a lot of practical experience as a shopping guide, a displaydommissioner and a shopkeeper. The author has done the questionnaire investigation for theconsumer behavior, after one and a half months, taking more than1500photos, the authorconfirmed the target consumers finally and issued180questionnaires, taking173validquestionnaires. Rich brand terminal display experience, understanding to brand goods,abundant brand terminal color pictures and the consumers’ photos and questionnaires obtainedby field research are the basis of deep foundation for the study.In the paper, the study for the brand terminal display color is based on he consumers’preference. Through a lot of Theory and case analysis, the author believes the brand terminalcolor design attached to the consumer, attached to consumer demand, association, andexperience etc. In a preliminary study, the author takes Meters/bonwe and ESPRIT as anexample. Color analysis, through the HSB color processing software in PHOTOSHOP, theauthor has analyzed the differences of the two brands, taking the room color, property color,lightness color and clothes color etc. as the entry point，and attributed its reason to the differentcolor preference of the consumer. Then the author takes ayilian as an example to prove thecorrectness of inference. At last, the author takes fashion collection as an example to analyze the method of taking terminal color design by the consumers’ emotion, experience andassociation.The consumer is not only the accepter of clothing color display but also the purchaser,maybe the brand loyalty in the future. The consumer’s attitude for terminal color display willdecide the degree of function of the color display. Therefore, to get the expected effect, the brandmust conform to the consumer psychology, especially the color preferences. The successfulbrand terminal color is the perfect embodiment between brand culture and consumerrequirement.Through the case analysis, the paper gets the detailed method and makes every effort tosupply the theory and practice for brand terminal color design in the future and make brandterminal color design to service the garment enterprise and terminal better.