Research On Application Of Visual Perception Theory In Commercial Exhibition Design

Commercial Exhibition Design is a very comprehensive subject, involvingextensive subject areas, which is not only artistic and scientific but also social andcommercial. The interdisciplinary and cross-industry research toward this characteristiccan contribute to improve the objectivity, comprehensiveness and feasibility of thecommercial exhibition design industry and the theoretical framework of this discipline.This paper firstly investigates and collects the development of commercialexhibition design and the theoretical research results of visual perception theory,summarizing the mutually reinforcing and promoting internal connection between them.From microcosmic to macrocosmic view point, the visual perception theory extensivelyand profoundly impacts the design of the elements in commercial exhibition design,involving color, space composition, luminous environment, etc. It changes the processof the commercial visual marketing activities by affecting the audience’s visualpsychology. The research subject of this paper covers the multidisciplinary studies likeArt, Visual Psychology, Semiotics, Marketing and so on, which carries out themulti-layered and multi-dimensional analysis and research on commercial exhibitiondesign based on the visual perception theory. The research focuses on the analysis of thespecific application of design methods and elements in commercial exhibition design,which is followed by the people oriented design philosophy and instructed by the visualperception theory. Furthermore, the profound influence of visual perception theory onthe commercial brand image construction is well studied in order to prompt commercialexhibition design to guide the audience’s visual experience, meet the consumers’ visualpsychological needs, emphasize the excavation and fusion of culture and improve thecommercial value of the design works.Finally, taking practice as the basis, this paper proposes a visual perception theorybased design thinking in commercial exhibition design, which investigates thedevelopment tendency of the application of visual perception theory in the commercialexhibition design in the epoch of big data and interaction. It aims at providing thereference and experience for the benign development of commercial exhibition designin the future.