The impact of window design on women's consumption behavior is manifold. From a macro perspective: one is to change the status of women in the composition of social consumption. In the traditional consumption structure, female consumers are in a passive position and the initiative is in the hands of producers. But in the current consumption era, there is an interactive relationship between consumers and producers. As far as window design is concerned, for female consumers, they are not only the main target group for consumption in commodity market activities, but also the object that is highlighted in all kinds of window design. Women themselves become participants in the design activities by participating in market research, trial and purchase of commodities, and form their own aesthetic ideas, which are fed back to merchants and become an important reference for their improvement of design. It can be seen that as a practitioner, theoretician, consumer and the object to be represented, women participate in the window design in various ways, virtually improving the status of women in the composition of social consumption. Second, change women's consumption behavior and lifestyle. With the development of window design, exquisite window design has become an important factor affecting women's consumption psychology, greatly stimulating their desire to shopping, shopping has become a way of life for women. The third is to influence women's aesthetic consciousness of consumption. In this process, women's awareness of accepting new things is constantly improving, and the window design improves women's aesthetic awareness while innovating and seeking change.
From the visual results, the effect of window design on women's consumption is the change of consumption quantity. From the microcosmic point of view, the window design has a series of influences on the consumption behavior of women directly, that is, following the rule of AIDMA: phonation -InterestDesire-Memory Action. Obviously, attention is the starting point of all links in the whole process of commodity sales, and window display is the key to attention.
The following principles should be properly applied to the window design. One is the principle of showing goods. The basic purpose of the presentation means and methods adopted in the shop window design is to show and display commodities, so that potential consumers can know, accept and finally buy commodities in the shortest time. Second, the design theme is clear. Window design, like other visual communication designs, must have a clear theme. To judge the quality of a shop window, first of all, see whether the theme of the shop window design is clear and distinct, whether the center is prominent, whether the performance form is novel and vivid, whether the consumer group is clear, and whether it can move people. Third, meet consumer demand. The content that the shop window displays should satisfy consumer physiology demand not only, still should satisfy consumer psychology demand. The shop window should be designed and updated according to the changes of festival, season, climate, fashion trend, time theme, the characteristics of the brand itself and the psychological characteristics of the audience, so as to better guide consumption. Meet the needs of consumers.
One is lighting design. The unique light in figure 1 highlights the splendor of PRADA's perfume, as if it were lifting dark clouds and opening the door of a beautiful cave. PRADA spray-painted a black film around the window, and the color and light gradually changed to fo
