立體書概念應用於珠寶品牌 快閃活動展示設計創作研究

Abstract

在商業化的銷售手段中，展示設計相對是以一種較為感性靈活的手法，為企業品牌做形象包裝。現今的展示陳列的表現形式多元且媒材多樣，具特色的櫥窗，也時常吸引路人們停下腳步駐足觀看。成功優異的展示設計，不僅是產品資訊的宣達，更可將產品提升為不同空間場域的藝術作品。透過不同方式媒材的視覺呈現，能傳遞給觀者不一樣的感受和訊息。本創作研究的目的，期望能歸納出立體書結構延伸至書本以外的展示特點；並統整分析展示設計的特性；結合立體結構與快閃活動與其展示設計趨勢，為品牌提供一創新的行銷活動模式。在研究方法上，以文獻探討匯整立體書的結構種類和技術，同時分析展示設計在不同應用中的功能與目的；案例分析是蒐集篩選符合國際知名取樣標準的品牌案例，對照比較其在過往活動中，呈現的風格、色彩、手法，分析當前品牌展示設計的趨勢走向，作為本研究創作之參照依據。最後導入創作實證，以三種不同形式的立體書結構，結合法國珠寶品牌Les Néréides的三款經典主題，呈現既符合品牌固有形象概念又具突破創新的活動展示設計。經由創作研究後獲得以下數點結論：一、立體書透過簡單的打開、抽拉等動作，迅速便利的完成展示的性質，特別適合應用在時效短暫的快閃活動中；二、展示設計透過多元創新的形式，容易達成資訊的傳遞並與觀者進行雙向溝通；三、情境式融入的場景，能給予消費者產生好奇心理，可為立體書結合快閃展示活動的未來趨勢；四、提供商業品牌未來一個新型態概念的展示模式，提升行銷效益。關鍵字：立體書、快閃店、品牌、展示設計In this commercialized market, Exhibition Design is a relatively sensual and lively displaying method for brand image. Since there are various displaying methods and materials for visual merchandising, it would be easier to draw people’s attention on their own way somewhere with those gorgeous window-displays. A successful exhibition design can be not only a small size of space exhibition but also an artwork integrating products into experiencing scenario as well. With different visual displaying methods and materials, those artworks convey corresponding messages and feelings to audience.The purpose of this creative research is to summarize the display characteristics of the pop-up book structure extending beyond the book; Integrated analysis to demonstrate the purpose and characteristics of the Exhibition Design; Display design trends that combine three-dimensional structures with pop-up events; Provide an innovative marketing template for branding campaign. In terms of research methods, the structure types and technologies of the integrated pop-up book are discussed in the literature, and the functions and purposes of the display design in different applications are analyzed at the same time; The case study is to collect and select brand cases that meet the internationally renowned sampling standards, compare and contrast their styles, colors, and techniques presented in past activities, and summarize the current trends of brand display design as a reference for the creation of this research. Finally, the creative evidence is introduced, and three different forms of pop-up book structure are combined with the three classic themes of the French jewelry brand Les Néréides to present an event display design that not only conforms to the brand's previous image concept but also has breakthrough innovations.The following conclusions have been obtained after the creative research: 1. The pop-up book can quickly and conveniently complete the display properties through simple actions such as opening and pulling, which is especially suitable for short-lived flash events; 2. The main purpose of the display design is to achieve two-way communication with the audience through the transmission of information through a variety of innovative forms; 3. The scene of situational integration can give consumers a sense of curiosity, and can combine pop-up books with pop-ups to display the future trend of activities; 4. Provide a display template for a new type of brand concept in the future to promote commercial marketing benefits.Keywords：Pop-up Book、Pop-Up Store、Branding、Exhibition Design