The Study Of Fashion Brand Display Design In The Live Broadcast Space

As a brand-new marketing method,live broadcasting stimulates consumption and promotes the diversification of consumption patterns by virtue of the characteristics of real-time interaction.Live broadcasting first appeared in 2015,and in 2016 Taobao,JD.com and other platforms provided merchants with live broadcasting functions.With the advent of the era of information fragmentation,short video platforms represented by Douyin and Kuaishou have gradually emerged and established their own live broadcast platforms,and the live broadcast industry has ushered in rapid development.With the outbreak of the new crown pneumonia epidemic at the end of 2019,everyone began to fight the epidemic at home,making online the only outlet for businesses.Fashion brands are the most common category in live broadcasting,but the live broadcasting industry is increasingly saturated,its advantages are shrinking day by day,the content of live broadcasting is single,and the problem of homogenization of scenes is becoming increasingly prominent.As an important channel for online sales of fashion brands,live streaming directly affects consumers’ impression of the brand through its spatial and visual effects.Therefore,how to use brand advantages to maximize brand benefits,display brand culture,and tell a good brand story is an important consideration under the current background.In recent years,although there have been some theoretical research on live broadcast,but most of them focus on the background and future direction of the development of live broadcast research,not related to the construction of space display and its design methodology.First of all,this article takes the fashion brand live broadcast space display design as the research object,and analyzes the overall design trend of the live broadcast space.Secondly,it summarizes the characteristics of different types of live broadcast space display,summarizes the necessary visual elements in live online and offline display,and then discusses the design methodology of live broadcast space display.The design of live broadcast space scene should be based on three principles: brand image and concept,control of space production cost and deep integration of fashion show elements,the design methodology of the artistic form of the live broadcast space and the design of the scene-based live broadcast space are put forward.Finally,taking brand A as an example to design its live broadcast space,and in order to better display its product characteristics,the main material is to make use of yarn for the live broadcast space,taking advantage of its plasticity and color diversity,the practice of Yarn brand live broadcast space display design was carried out with different design techniques and production techniques,and the possibility of fashion brand live broadcast space display design was explored.To achieve the product and the depth of the integration of Space Show,in order to enhance the live space to show the artistic and creative.Through theoretical research and visual creation,the author believes that the display design of live broadcast space has strong research value for brand live broadcast.The scene construction of the live broadcast space can enhance the pertinence and interest of the live broadcast and display the brand culture and concept,stimulate consumers’ perception of the scene,and stimulate consumer consumption.This article has a strong reference value for the future development of fashion brand live broadcast,and has important theoretical significance.