体验式展示在电器品牌终端的设计应用

刘依君

摘 要：互联网的发展及电商的迅猛生长对大众的生活方式和消费观念产生了深刻的影响。过去依赖实体店消费的大众越来越多地分流到网络来购物，这令品牌终端实体店经营受到严重的冲击。有鉴于此，为商业服务的展示设计必须顺应这一趋势，积极地为品牌终端实体店找寻新的设计对策。对比品牌终端实体店与线上店铺不难发现，实体店的优势在于有真实感的现场体验。由此，以体验式展示为主的品牌终端应运而生。电器行业作为与人民生活密切相关的科技含量较高的产业，其对设计的实用性和艺术性要求较高，我国的电器产品及品牌众多，竞争激烈。若没有较贴心的体验服务，消费者在选购上则应有基本的电器专业知识作为消费保障。文章通过分析探讨体验式展示在电器品牌终端建设中的设计应用方式，以期能使未来家电行业产品信息的展示更生动更形象。

关键词：体验式展示；品牌终端；品牌展示；展示设计

检 索：www.artdesign.org.cn

中图分类号：G206.3 文献标志码：A 文章编号：1008-2832（2016）12-0084-03

Experience shows in electrical appliance brand terminal design application

LIU Yi-jun（Chengdu Neusoft University， Chengdu 611844，China ）

Abstract ：The development of the Internet and the rapid growth of electricity to the masses life style and consumption idea has had a profound effect. Used to depend on consumption of the physical stores are increasingly shunt to the network shopping， this makes the brand terminal stores operating under severe shock. Because of this， serving the commercial display design must conform to the trend， actively for brand terminal stores to find new design countermeasures. Contrast brand terminal stores and online stores， the scene of the advantage of physical stores has realistic experience. As a result， the brand is given priority to with experiential display terminals arises at the historic moment. Electrical appliance industry as closely related to peoples life industry with relatively high content of science and technology， the design is practical and artistic demand is higher， our electrical products and brand is numerous， competition is intense. If no more intimate experience， service consumers in the choose and buy， should have the basic appliances professional knowledge as a consumer protection. In this paper， through the analysis to investigate the experiential way of display design application in electrical appliance brand terminal construction， in order to make the future of home appliances industry show more vivid image of the product information.

Key words ：experiential show； brand terminal； brand display； display design

Internet ：www.artdesign.org.cn

一、体验式展示的概念

体验式展示是通过一场场“戏剧”设计演绎的商品“故事”，使消费者在体验活动中感受美妙的购物过程。在体验经济蓬勃兴起的背景下，体验式展示已经成为展示行业的一种主流设计方式。它强调了展示的主动性、展品与人的互动性、信息传达的有效性，尊重人的选择、将展示营造成为一个平等、包容、开放的交流平台。例如宜家家居（图 1）正是通过倡导体验式的展示方式，鼓励消费者在卖场进行产品体验，让消费者深度了解了产品再做出决定，这是时下最亲和最包容最鲜活的品牌体验式营销案例。……