Visual Element Application And Practice In Silk Brand Window Display

As the 21 th century is approaching and the pace of modern life is quickening,customers' access to silk information has gradually been distinguished by simplification and crystallization.And the silk brand window display affiliated to the clients has been increasing concern of the public,and its role in promoting the purchase of silk by customers is almost beyond imagination.Nowadays,the silk brand window display is used in increasingly abundant forms.In patterns adopted in the manifestation of window display,effect and strength arising from the customer group have gradually aroused the attention from the silk brand,in a bid to fit the rapid development of contemporary trends.And the visual design of the silk brand window display has become one of important research topics.Starting from the domestic and foreign silk brands,the paper analyzes the elements visually and the window design,and hunts for the visual element design expression method of the silk brand window display.First of all,it analyzes how the shop window visual elements of Emilio Pucci and Hermès which are the silk brands separately from Italy and France are applied.And the characteristics of the application of visual elements in foreign silk brands are summarized.Secondly,the silk brand window displays of Hangzhou,Shanghai and Jiangsu are selected for analysis,comparison and summary of the similarities and differences in the visual application of domestic silk brands.The different brand concept at home and abroad,product price and target consumers manifest the disparate image of the brand visual elements.Therefore,the research hopes to elaborate the well-known silk brand visual elements at home and abroad,and makes a systematic and thorough analysis on the basis for the visual elements applied in the domestic and foreign silk brand Window Display.Through the analysis and evidence of relevant cases at home and abroad,the use of visual elements in the silk brand shop window is studied.And then the EYE LINK1000 eye tracking equipment is used for an experiment,to analyze the possibility of the silk brand Window Display design at home and abroad attracting the customers to the products directly,to measure how long the customers will focus on the core product,to find out the areas of concern and neglect inside the Window Display,the sensitivity of the consumer to the elements and components of the window and their recognition of the visual center.And the characteristics of the silk brand window are finally validated,and the most suitable methods for silk product window display design are summarized by comparing and extracting elements of silk brands at home and abroad.Eventually,based on the features of silk brand window display,festive atmosphere,CATHAYA silk brand culture,brand design elements,designer concept and the traditional Chinese culture,the elements of silk brand window are designed.As studies show,the visual elements of the foreign silk brands are better used compared with the domestic silk brand.They are still marked by the nature of the silk brand while keeping color,lighting,decorative materials and design forms creative.The domestic silk brands shall be comprehensively planned and designed.Based on silk brand window design elements and combined with the unique cultural property of silk brand,traditional elements and modern design techniques,it spreads the silk brand culture while highlighting the advantages of silk products.