Research On Thematic Business Design Based On The Perspective Of "form And Meaning Field"

In this paper,through the study of the current situation of commercial space,the traditional commercial space is impacted by the Internet industry,and lacks of humanization and rich experience in its development.In this context,China's commercial space has also begun to gradually transform,in the space function,demand,space,commerce,format,space,personality and other aspects of transformation,toward the direction of compound,open,quality,experience,personalized development."Form" is the visible form,"meaning" is the experience and feeling;"field" is the perceptual cognition.The theory of form meaning field basically summarizes all the external features,sensory features and perceptual features of space,which can be used as the standard to guide the design."The field of form and meaning" has the characteristics of polysemy,inclusiveness and hierarchy.Combining the characteristics of "form and meaning field" with thematic commercial space,this paper puts forward new optimization design guidelines: enrich the space inclusiveness,increase the level of space,and define the polysemy of design techniques.Inclusiveness constructs a compound subjective commercial space from three aspects of space,function and culture.Hierarchy starts from the hierarchy of people's needs and experience to meet consumers' physiological,spiritual and other needs,so as to enrich the theme experience.This paper redefines the polysemy of design techniques,extends the original polysemy of the theory of "form meaning field",and puts forward new suggestions and supplements.In order to achieve the integrity of the theme,the four layer sequence of "starting,carrying,transferring and combining" is constructed,which corresponds to the entrance space,atrium space,aisle space and departure space respectively.In view of the theme experience of space,this paper puts forward the experience idea of "flow,connection,forgetting and return",shapes the space node and creates the experience path feeling;designs the moving line to extend the shopping time,promote consumption and enhance the experience;reuses the characteristic elements to organize the space and set off the theme atmosphere;improves the indoor supporting space and strengthens the consumer experience and feeling.In the design of the theme commercial space,it also needs to reflect the spirit of the space itself,which has a certain role in the display and promotion of the city style and urban culture.Strengthen the era characteristics of space,reflect the ecology and innovation.