Research On The Spatial Color Marketing Of Household Brand Stores

Looking at the current consumer market,the stability of society brings about the improvement of people’s consumption ability.Consumers’ consumption behavior is not only to meet the needs of life and continue life,but also there is a consumption phenomenon of "seeking" without "need",that is,commodities are endowed with added value,and consumption tends to be symbolic and spiritual.In brand competition,color has been paid more and more attention in brand management because of its aesthetic,cultural and emotional characteristics,low cost and high income.Color marketing is a kind of characteristic marketing mode guided by color characteristics and values.This paper summarizes the application rules of color marketing in different types of home brand space,as well as the spatial color This paper discusses the design method,discusses the concept of color,the means of color,the effect of color,and devotes itself to how to please people with "color".First of all,the theoretical basis of color language,color marketing and household brand space elements.It explains the structure of color language,the concept,characteristics,consumption psychology and spatial relationship of color marketing,analyzes the carrier elements of color marketing in space,and provides basic theoretical support for the following discussion.Secondly,the color marketing analysis of household brand in space.Firstly,the contents and methods of the research are specified,and the current situation of three kinds of household brand space color using in different market positioning is discussed.Through the research and examples,the factors that affect the use of space color can be obtained,that is,target environment and consumer groups,brand image and product image,fashion and theme,and subjective preference of designers.The commonness and individuality of household space color using are obtained,And use Wu Guan method to analyze the application law of different color marketing concepts in different types of home space.Finally,the paper summarizes the color design methods,principles and applications of space home brands.Put forward the methods and steps of space color construction: the first step,Wu Guan methods--View brand,view product,view customer,view event,view vision;the second step,key words array corresponding to color language image coordinates,select and combine color elements to form color structure,so as to build space color system;in addition,explore how color can be used more accurately and effectively to achieve marketing Finally,the spatial color method based on color marketing is applied to the conceptual design of home brand space.From the perspective of space color designer,the author discusses how color can promote brand and marketing,and become a powerful tool for sales promotion,which can provide reference for color methods and color marketing in China’s home brand space.