Window Display Analysis

741 Words3 Pages

The journal I choose is Determinant of design elements and compositional settings of window display on the corporate strategic merchandising of large scale department store: a case of central world department store, written by Thitipann Kernsom: Ph.D.Candidate Bangkok, Thailand and Prof. Nopadon Sahachaisaeree: Urban and regional planning, King Mongkut’s Institute of Technology Ladkrabang Thailand. This journal was accepted on March 11, 2010. This study aim to elucidate the differentiation of design settings in attracting and conveying of merchandizing message to its target group. Window display resembles product wrapping used in a store, which is characterized as an important medium of communication to customers. In window display performs …show more content…

The second objective will be to determine the extent of comprehension of a target group with different attributes in terms of perceptual cognitive and affective processes. And the last objective is to develop a model of a window display design utilizing compositional setting principles and design elements for effectively conveying corporate strategic identity and responding to the cognitive and affective processes of a target …show more content…

The sampling method used was simple random sampling. Respondent demographic information was grouped into three: gender and age, art skills, and income and taste. The instruments in this research were questionnaires and visual stimuli images derived from literature reviews determining perception of the target groups and using composite measure to gauge preferences and comprehension of the subjects based on affective and cognitive processes. There variables include 11 aspects from S-O-R theory, visual perception, design elements and compositional setting of window display design. 3D photographic images were developed to show the image of window display as well as number of indicators. The respondents would ask to express their opinions towards 24 pairs (48 images) and rate them accordingly in 5-level Likert questionnaire items. The format of a typical five-Likert item was used by five represent the highest scores of both left and right pictures. Respondent were asked to give their level of opinion to the pictures and preferences towards product differentiation, product taste, price range, product value, and product worthiness factors reflecting the product

Open Document