효과적인 비주얼 머천다이징을 위한 크리스마스 윈도우 디스플레이 디자인 요소 연구 - 영국 주요 백화점을 중심으로 -

Abstract

As a visual merchandising by department stores located in London, Christmas window display is developing into a realm of art expanding its functions beyond the primary functions of sales promotion and product display. Accordingly, this study aims to determine the trends of Christmas display based on the analysis of design elements in the Christmas season window display visual merchandising by major department stores in the United Kingdom. The research objects included the 2015-2016 season window displays at Liberty, Selfridges, Harvey Nichols, and Harrods, and they were classified and analyzed along content elements and formal elements. According to findings in terms of content elements, the window displays were not limited to the theme of Christmas but used as complex themes, providing multiple roles such as mixed-type display and marketing, communication, and a window display of culture and art. In terms of formal elements, the use of human and animal figures was prevalent while abstract and symbolic components were also in the window displays. In addition, amusing and visual targeting objets were used along with independent and direct modes of expression for them to highlight the products and the theme of the display. Main colors, navy, red, while orange, navy were used as assistance colors, and red and navy were used as basic colors. In the use of mannequins, realistic mannequins were predominantly used. As the size of window displays is scaling down compared to the increased importance of window display, it is expected that Christmas window display, which is expanding into an art form of its own, is revitalized as a medium that conveys the image and aesthetics of a department store to the consumers.