浅论POP广告造型设计与消费心理.docVIP

浅论POP广告造型设计与消费心理 摘 要 POP广告作为一种新颖的现代广告媒体形式，被应用于人们的生活中，直接面对广大顾客。我们的生活离不开广告，购物也为广告提供了很宽广的发展空间。POP广告以其独特的形式感，为企业增加了不少效益。 消费者受年龄、性别、文化层次、经济状况等不同因素的影响，因而具有不同的消费心理，由此，POP广告应该把握住消费者的个性差异，对于不同的消费群体采用不同的广告策略以及设计，使POP广告广泛地满足不同消费者心理，从而达到促进销售的目的。 本文主要论述了POP广告造型设计与消费者心理之间的相互影响，POP广告针对不同的消费者的消费心理活动所做出的设计的变化。文章首先就POP广告的概述下手，介绍其起源、发展以及其应用。从POP广告造型设计的相关内容入手。接着重点研究POP广告心理研究并且消费心理对POP广告造型设计的影响 关键字: POP广告 消费心理 造型设计 Abstract： POP advertising as a novel form of modern advertising media has been used in peoples lives, directly facing the majority of customers. We can not live without advertising, shopping also offers a very wide ad space for development. POP advertising its unique sense of form, added a lot of benefits for the enterprise. Consumers by age, sex, educational level, economic situation of different factors, which have different consumer psychology, therefore, POP advertising should grasp the difference between the consumers personality, for different consumer groups with different ad strategies and design to POP advertising widely for different consumer psychology, so as to achieve the purpose of promoting sales. This paper discusses the design and POP advertisement shape the interaction between consumer psychologies, POP advertising in consumer spending for different activities to make the design of psychological changes. The article first start with an overview of the POP advertising to introduce its origins, development and its application. Modeling Design POP advertising from relevant content to start. Then focuses on POP advertising and consumer psychology of advertising psychology on the POP style design. Key words：POP advertising，customer psychology， modeling design目录 前言 1 1．POP广告及其造型设计 1 1.1 POP广告设计的基本组成元素 2 1.2 POP广告造型设计分析 4 2消费心理对POP广告造型设计的影响 5 2.1消费者心理及对广告活动的影响 5 2．2消费者心理对POP广告造型设计的影响 6 2.2.1针对消费者需求心理采取的POP造型设计 6 2.2.2针对消费者视觉心理采取的POP造型设计 8 结论 10 参考文献 11 致 谢 12 前言 POP广告的运用肇始于20世纪30年代美国的超级市场和自助商店里的店头广告。POP广告的兴起是在20世纪的70年代末，80年代初由沿海发展到内地。目前，POP广告在我国已逐渐形成气候，并