摘 要

随着社会的发展，品牌汽车的设计风格越来越多样，与之对应的展示空间设计风格是营造卖场气氛的关键。优秀的展示空间设计能充分的展现品牌理念和品牌文化，准确地向顾客传递品牌信息，为顾客提供一个好的消费环境。在这样的环境下，各品牌都渐渐形成了自己独特的展示空间设计风格。

本文以奥迪品牌为研究对象，通过奥迪品牌的发展历程、品牌文化以及设计理念，从而引出本文奥迪品牌的研究方向。作为品牌汽车的商业展示空间，它们的设计决定着消费者的购买欲望，由于设计对象主要是为大众服务，奥迪不论是汽车样式设计还是展示空间设计都需要有各自的特色，其展示空间的布局、展具的材料与风格、空间中的色彩设计等既有共性又有个性。本文通过对汽车品牌专卖店的实地调查研究以及网络资料查询，以汽车品牌的展示空间设计为研究对象，通过在实际展示案例中的研究和探索，从空间布局、展示风格、灯光照明以及色彩运用等方面入手，分析并阐述其设计表达手法以及与品牌定位和消费者心理之间的关系，从而为消费者营造一种与众不同的消费环境。

关键词：展示空间、品牌定位、设计要素及方法

ABSTRACT

With the development of our society , the design style of brand cars is becoming more and more diverse , thus , making the style of show space related to it the key to creating a favorable atmosphere in the sales field. Excellent design of show spaces will reveal its brand concepts and cultures to the full , accurately convey its brand messages to the customers , and provide a comfortable consumption environment . Consequently , each brand owns its specific design style of show space.

Taking the Brand Audi for research objects,the text tells the development history , the brand cultures and design concepts of Audi , followed by the core of this text , that is , the research direction of Brand Audi , As the commercial show space of brand cars , their designs determine consumers’ desire to buy . Meanwhile , focusing its design targets on the brand masses of the people , Audi should possess its own of features not only in car’ style design but in the design of show space , including the reflection of universality and individuality in such aspects as geographic layout of show space , the materials and styles of exhibition appliance , and the color design in such space .

By means of field survey of brand cars’ characteristic stores as well as Network data query , this text takes the design of brand cars’ show space for research objects , starts from the space layout , show style , lamplight and the color application, consumer psychology , with the purpose of creating a distinctive consumption environment for consumers.

Key words:

Show space Brand positioning Design elements and means

目 录

1. 绪论......................................................................1

1.1引言...................................................................1

1.2选题目的及意义.........................................................1

1.3展示空间设计概述.......................................................1

1.4国内外研究现状.........................................................2

1.4.1国外研究现状......................................................2

1.4.2国内研究现状......................................................2

1. 奥迪展示空间设计概况分析..................................................2

2.1品牌的涵义.............................................................2

2.2奥迪汽车的品牌定位.....................................................3

2.2.1奥迪的产品定位....................................................3

2.2.2消费群的定位......................................................3

2.3奥迪品牌汽车的产生与流行原因...........................................4

2.4奥迪品牌汽车展示空间设计现状...........................................4

2.4.1奥迪品牌汽车展示空间的发展历程....................................4

2.4.2奥迪品牌汽车展示空间的艺术特征....................................4

1. 奥迪品牌汽车展示空间中的设计要素及方法....................................5

3.1展示空间的整体布局设计.................................................5

3.1.1功能分区的设计....................................................5

3.1.2人流动线的设计分析................................................6

3.2展示空间的色彩表达.....................................................7

3.2.1色彩的情感与功能..................................................7

3.2.2色彩搭配原则......................................................7

3.2.3色彩设计原则......................................................8

3.3展示的展具设计及材料应用...............................................8

3.3.1展具设计与品牌形象................................................8

3.3.2展具材料的运用....................................................9

3.4展示空间的照明........................................................10

3.4.1整体照明与局部照明...............................................10

3.4.1.1整体基础照明的规划..........................................10

3.4.1.2局部重点的强调..............................................10

3.4.2照明方式与氛围营造...............................................11

3.5新媒体在展示空间的应用................................................11

3.5.1影像的应用.......................................................12

3.5.2交互设计的应用...................................................12

1. 设计思路与设计展开.......................................................13

4.1选题背景..............................................................13

4.2设计思路..............................................................13

4.3效果图................................................................14

4.4模型制作..............................................................15

1. 结论......................................................................16

参考文献...................................................................17

致谢.......................................................................18

1. 绪论

1.1 引言

随着时代的发展，人们的消费购买力增强，为了适应不同人群的喜好，现在各种汽车品牌都发展出了自己明确的品牌文化，比如世界知名的一些品牌：永葆品牌本色的德国品牌汽车奔驰（Benz），坚持理念至上的德国品牌汽车保时捷（Porsche），秉承速度与时尚为一体的意大利品牌汽车兰博基尼（Lamborghini），专注于赛车的意大利品牌汽车法拉利（Ferrari）等。根据大众的不同审美又细分出许多风格独特的汽车品牌，适合大众的品牌日益增多，而不同风格的品牌汽车，又有不同设计风格的汽车品牌展示空间。

品牌汽车的设计风格越来越多样化，与之对应的展示空间设计风格是营造卖场的关键。作为优秀的展示空间，既要充分展现品牌理念和品牌文化，又要准确的向消费者传达品牌信息，为消费者创造良好的消费环境。