Color Environment Studies

Dewi Ratih Megawati

1. Brands alanysis
1-1 Versace
- Brand history
- Concept
* Store Interior and Show windows.
* Product - Clothing and accessaries...
- Consumer analysis.
1-2 H&M
- Brand history
- Concept
* Store Interior and Show windows.
* Product - Clothing and accessaries...
- Consumer analysis.
2. Target market (using image scales)
3. Concept
4. Mood boards
5. Color palettes
6. Color combinations and variations
7. Color applications
8. Final design

Aim:
Stimulate consumer to purchase product
Focus of Designing Window Display:















Window Display Introduction
Attention
The objective of a window display is to draw attention, and
to do this it is necessary to know your audience well, to be
able to stimulate their interest, feelings, etc.
Perception
Here, we should remember that each person perceives
messages in a different way and as a result the messages are
open to various interpretations.
Involvement
The window must express a message that directly involves
the public. However, the stimulus should not be obvious, so
that the consumer can form an idea according to their way
of thinking.
Credibility
The message should be credible and possible, so that the
buyer does not feel tricked in any way.
Memory
In order to make the content expressed in the window stick
in the memory it is necessary to repeat information. In this
way the receiver can recognise and accept the message more
easily.
Design elements to attract products target:

Lighting
Color
Material
Art Composition
Visual stimuli used in 3d photographic instruments:

Color impact perception, mood and attitude
Warm is stimulating and cold cool color is calming
Lighting create attractiveness, generating interest, providing
comfortable ambiance, compatibility with its identity, and flexibility
Material create a certain impact
Composition n the term of line arangement, forms, shapes, and
color
Context setting of window display impact signficantly to
Consumers mental imagery and arouse response textual and
signange
Full figure mannequins has bigger aesthetic response than the flat
hanging one
Harmony between the window display element

Window Display Component
Components of Window Display Design

1. Color Element to capture immediate attention
2. Lighting Creates moods and minimizes unimportant
areas while emphasizing others
3. Material To beautify window display
4. Composition The arrangement of line, forms, shapes,
and color into a pleasing whole which directs the viewers
eye to the various bits and pieces of the setting and relays
a particular message
5. Property To visually support other displayed items
6. Textual style(signage and graphic) doesnt only convey a
message but also enhances window displays
sophistication
7. Mannequins - mere player while the window is the stages
8. Merchandize To create harmony in a window display


Window Display Component
Window Display Component
Composition
Text
Mannequin
Products
Window Display Component
Indirect lighting
Pop colors
Lighting as signange
http://www.enlightermagazine.com/projects/ubpa-pavillions-shanghaichina
http://www.facade-lighting.com/lyon-2012/
Ligting and graphic design
Window Display Component
Window Display Component
Arranged item in a display window stimulates both rational and emotional
motivation

1. Rational Motivation: Traditional economic sense as a consumer makes a careful decision to choose
what provides him/her with greatest utility
2. Emotional Motivation: Selection of goals in accordance with personal or subject criteria such as
pride, fear, affection, or status

Schiffman and Kanuk(2000)
Finding from S-O-R model research by Kernson and Sahachaisaeree

Fashionable product should brighten themselves by exploiting props in dressing their window display
showing single merchandizing through a large window size to showcase their product
Entire Exterior and Interior Visual Display Results in:

Attention-Interest-Desire-Action


Work for
Callaghan
Genny
Gianni Versace
Donna
First Couture
collection
Legendary
safety pin dress
New Era
1972 1978 1989 1994 1997
History
1.1 versace
Strenght
Exclusive , Breathtaking and Intricate collection
Very well established brand image and recognized globally
High quality and original luxury goods
Their brands are worn and endorsed by all celebrities who enjoy looking both sexy and sophisticated




Concept
1.1 versace
Collection
New York


History meet
future
Catwalk exper
ience for the
guests

Beijing
Modern,
Clean-look
Black, Gray,
White Colour
Clean look
Simple -
Elegant
Houston
Versace Milan
Colorful LCD
lighting-
Classic
building
Concept
1.1 versace
Store

Aggressive, confident, strong personality women

Represent the woman of our times

Strong purchasing power

Consumer Analysis
1.1 versace
History
1.2 H&M
founded as
Hennes by E.
Persson
low-price
clothing
concept
Merge with
Mauritz
Family section
clothing
Global fashion
1947 1964 1968 1970 1990s
Strenght
Fast-fashion
Flexible concept
Affordable


Purpose of Collaboration
To elaborate each distinct character between each brand. Versace with its exclusiveness plus H&M with it
s
1
fast-fashion multinational retail clothing empire.
Versace had his signature style that previously had only been accessible to the wealth. Nowadays, some
designer that the public is virtually unaware of is touted and hyped, Wolfe.

Previous Store
Dreamlike quality by 'Home Reflections'
Installaition Tittle
H&M Home Stockholm by Uxus H&M Osaka
Scribble graphics and cut-outs. Developed in
collaboration with the H&M Graphic
Department
Concept
1.2 H&M
Store
A remorse, bourgeois, baroque dialogue
with a pop, modern, contemporary style
Aim to show H&M collections in the
best possible way, which is why the
second skin is neutral, in black and white
Rhythm and dynamic : surprises, changes
of atmosphere
This entrance works as a shop window
Concept
1.2 H&M
Barcelona Flagship by Estudio Mariscal Ginza
Acrylic and glass material
Black and white accentuate simple but
luxury nuance
Store
iconic faade
rigid, geometric pattern
flexibility to be applied to any store across the
globe
creating overall brand consistency

Previous Store
H&M Seoul
Using white, gray and black as basic color
Using bold and gold color as accent in
furniture and lightning
H&M Vegas
Concept
1.2 H&M
Store
Major : film major
Hobby : photography, writing,
reading
TV Show : That `70s Show and ED
Pet : Maltese-chihuahua mix
Cute-ackward-simple-family oriented
Alexis Bledel
Consumer Analysis
1.2 H&M
Hobby : singing, dancing,
horseback riding,
gymnastics, and
swimming
Interest : Activist for animal protection
Pet : Dogs

Heyden Penetiere
Student or woman middle &
working class
Simple, chic but stylish
Active



Confident-lovely-bold-active
Concept
1.2 H&M
Collection

Location : Myeongdong
Samil-daero
Marennaero
Euljiro
Namdaemun
Toegyeoro
Myeongdong
- Shopping district in Downtown Seoul famous among the
International tourist
- Fashion mecca in 1970s era
- Seoul Financial Hub: Financial securities company headquarter
compounds
- Landmark : Chinese embassy, YCWA Hall, Myeongdong Theater.
Myeongdong Cathedral



Residential

Financial&Commerce

Tourism
Location Analysis
Location : Myeongdong
- One of the most expensive
floor-rent shopping district

- There are brand competitor
nearby: Zara, Mango, 8 Sec,
and forever 21

- Really packed with domestic
and foreign tourist

- There are several branch of
H&M in Myeongdong, the
biggest one located in the
entrance gate

- Pedestrian friendly



Location Analysis
3.6
2.4
1.6
Location : Myeongdong
Location Analysis
Previous Display
Location : Myeongdong
Pevious Project
Window Display Component
Type of Display
Product Form Structure Location Presentation
Article Arcade Angled Front/Facade Ordinary
Fashion Straight Parallel Arcade Mixed window
Angle Corner Inside the store Up market
Enclosed Sales/price
reduction
Half-open Holiday
Arcades Informative
Windowless Animated
Live or Demo
Location : Sinshadong
Comparative Study
Location : Sinshadong
Comparative Study
-Shinsadong relatively known
among local and not as pact as
myeongdong
-Calm with nude color
-Collection is bold and full of pattern
-Sea theme
MODERN
MONO
CLASSIC
COLORFUL
Image Scales
Young
Bold
Independent
Down to earth
Professional
Sociable
Fashion Company
Intern
Persona
Optimist-Passionate-Effortless Chic
Finance Consultator
Urban - Rock&Roll - Clean Cut
Persona
Color Palettes
Color Arrangement
D
S
A
Color Palettes
Color Arrangement
D
S
A
Main Color
Turqoise
Main Color
Fuschia
Sub Color
Yellow

Cleopatra
Royal Gold
Window Display Style
1. Concept
Royal Narcism
Neo Cleopatra
Another Pyramid
Pyramid Layers
Royal Friends
Thank You