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Focus on the consumer's personal factors


          Focus on the consumer's personal factors, we must first clear the market of different types and levels of consumption. Consumer behavior as a habit-based, rational, economical, impulse, imagination-based, amorphous [3]. Most popular are the latter three types of participants, so this force is sufficient to form the mainstream market, and 20 to 40-year-old age group-based. Caused by differences in age, different aesthetic, young people like to compare crisp, bright eyes and the color, the color of high purity; and middle-aged as mature, sensitive to fashion relatively low, and thus prefer elegant, with warm , classic without publicity. In addition, in the form of cattle living human populations, there is a "herd" and "reverse" contradictory and interdependent psychological characteristics, it will directly affect people's behavior, some people always hope to make themselves different from others, and highlights the single itself. With this rebellious people, most popular participant or "trendy family." While others want the other hidden in the crowd, most of the participants or passive participants in the small. Even in the ranks of the participants, but also hold small with attitude and take action to varying degrees.
      Participants in the apparent separation of two parts: one is to guide the color of the communicator, the other is in the color of the recipient. Communicator's personality is characterized by possession of large amounts of information, materials and colors feel a keen and active to receive and disseminate information from the media, always walk in front of the recipient. The recipient's personality is characterized by the lack of firm belief in color, when it admitted that they are more members of a group, with a value inconsistent with the group information to influence the reliability of its smaller. The use of color in modern textile, communicators should focus on the latest color preferences, then their preferences about color and commonly used color or the color of the right combination of outdated, not only to distinguish between the abundance of time, the severity, but also can communicator with both the needs of the recipient, always with the market.

Take into account the national character of the color preferences
       Nation of external and internal features are clear. Modern social change and technological development accelerated, increasing communication between peoples, many of the nation's external features become diluted, blurred, but it is difficult to eliminate the endoplasmic inherent values ​​and aesthetics to judge the things that has unique tendencies. From the perspective of social psychology, ethnic colors like a herd mentality is the third phase - the period of performance [4]. Internalization of the norms and beliefs, most deep-rooted impact on the community response. Exist in all ethnic groups can exert influence and trustworthy people, it has a good ability to judge. Nation of other people will be very easy to accept his (her) advocated faith, and faith into their own criteria to being, once the norm as part of town it has nothing to do with and influence those who have become their own criteria, and will very difficult to change. Chinese red, for example, the Chinese nation has a special understanding for the red, and given its rich content.
      Big red one in China for five parties Stern, the color is, in the ancient emperors have the right to enjoy the CD, with strong political overtones; but at the same time, the big red in civil and Yun Chung auspicious meaning, is the most common color , showing the noble in the eyes of the Chinese position. Thus, less pink in the red, Xing Hong, pink and so is reduced to a supporting role, unlike the Western designers to pink, Xing Hong, pink general use to express the passionate feeling. In 2004, the West's major textile brands popular red, will inevitably affect the Chinese market, but in the popular color in the world more difficult to find a red, red line popular in the West only a limited market, the dominant position is always large red has not been shaken, the consumer is still the first choice of red. Therefore, the textile designer in the design should take full account of the national character of color preferences, and national interest as much as possible to shorten the gap between color in order to find the integration between the two points, so that consumers receive.

Emphasize the unity and brand positioning
        Brand, not only represents the value, attributes, benefits, and a symbol of a culture, personality [mendelevium. It is representative of corporate image, and can bring a high added value products, modern towel - an indispensable market competition factors. Color is a form of brand performance, can give consumers an intuitive feel. The use of color in modern textile design must take into account the brand factor, and with their choice to be had around the brand positioning. Need accurate brand positioning towel. Field analysis concludes that blindly follow the trend of so-called brand is difficult to produce long-term development. Accordance with international practice, all kinds of textile products is carried out based on product style, brand positioning, brand names in avant-garde, traditional, classical, etc. to distinguish. For example, the United States, ESPRIT brand, it represents an avant-garde and lively, upbeat style of life live cattle brand. Vitality, bright colors of its goals, which in its products, often fresh and bright colors combined with simple geometric patterns appear, the use of color in high brightness and purity, for the customer to shape a way of life, a kind of attitude toward life, a sense of self (Figure 1). In China, the typical rich Anna brand, product patterns of its full, colorful, magnificent, for the people living in busy urban aesthetic to create a spiritual home, to give people a sense of elegant. Spring and summer of 2005, China's textile tends to bright colors, rich, rich Anna on the best use of a large green, yellow, red and other vivid rich colors, high purity, the use of flowers, trees and other natural elements, to meet most of the time family preferences, deepen brand image (Figure 2). However, China's textile enterprises, Ip brand positioning on the whole still more vague, although eager to launch its own brand, style guide has not been fully in accordance with product design and production. This phenomenon wine container then led to many textile brand of product color disorganized, out of touch with the brand positioning is more serious, weakened the impression of the brand in the minds of consumers. Therefore, the designer must have a profound understanding of the company's brand content and serve the people of fashion colors for targeted analysis, screening and refining, to comply with the brand characteristics of the color used in the design, and brand positioning of unity.

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