VİTRİN TİPOLOJİLERİNDE RENK TERCİHLERİ
Date
2020-11-10
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Abstract
Vitrin, markaların tüketiciyle buluştuğu ilk mağaza mekanıdır. Potansiyel
tüketicinin markaya ait ürünler ile tanıştığı ve tüketiciyi mağaza içine yönlendirmede
etkisi olan, bu sayede ürün satışlarını da olumlu yönde etkileyen, üretim ile tüketim
arasındaki bağı oluşturan mağazanın önemli bir bölümüdür. Çalışmanın temel amacı;
tüketicilerin, farklı vitrin tiplerinde kullanılan renk uygulamaları karşısındaki tercihlerini
belirleyerek, tüketicilerin tercihleri doğrultusunda vitrin tasarımları için öneriler
oluşturmaktır. Bu çalışmada, vitrin kavramı literatür araştırması yapılarak
tanımlanmıştır. Çalışma kapsamında, belirlenen 6 farklı vitrin tipi referans alınarak
seçilmiş farklı markalara ait vitrin görselleri, sıcak renk (kırmızı), soğuk renk (mavi) ve
nötr renk (gri) ile Adobe Photoshop programında düzenlenmiştir. Kontrollü bir araştırma
ortamında, bilgisayar ekranında, oluşturulan vitrin görselleri 50 kadın 50 erkek olmak
üzere toplam 100 katılımcıya gösterilmiş ve anket çalışması uygulanmıştır. Araştırmada
elde edilen istatistiksel veriler, vitrine uygulanan renkler arasından katılımcılar
tarafından en çok nötr rengin, en az ise soğuk rengin tercih edilen renk olduğunu
göstermektedir. Çalışmada farklı vitrin tiplerinde kullanılan renklere göre, renk
tercihlerinin farklılık gösterdiği görülmektedir. Düz, açık, köşe, arkad ve çift üniteli
vitrin tiplerinde en çok nötr renk tercih edilirken; kapalı vitrin tipinde sıcak rengin en
çok tercih edilen renk olduğu görülmektedir. Ayrıca kadın ve erkek katılımcıların
tercihleri analiz edildiğinde, her iki katılımcı grubu için de en çok nötr rengin, en az
soğuk rengin tercih edildiği görülmektedir. Fakat, farklı vitrin tipolojileri incelendiğinde,
erkek katılımcılar için bütün vitrin tiplerinde en çok tercih edilen renk nötr renk olsa da,
kadın katılımcılar için düz, kapalı ve köşe vitrin tiplerinde en çok tercih edilen rengin
sıcak renk olduğu görülmektedir. Elde edilen veriler sonucunda, tüketici tercihleri
kapsamında, vitrin tasarımına ait öneriler sunulmuştur.
Description
Color Preferences in Showcase Typologies
ABSTRACT: Showcase is the first store place where brands meet consumers. It is an important part of the store, where the potential consumer meets brand – owned products and has an effect in directing the consumer into the store, thereby positively affecting product sales, creating the link between production and consumption. The main purpose of the study is; to determine the preferences of consumers for the color applications used in different display types and to create suggestions for display designs in line with the preferences of the consumers. In this study, the concept of showcase was defined by literature research. Within the scope of the study, showcase images belonging to different brands selected by reference to 6 different display case types are organized in Adobe Photoshop program with hot color (red), cold color (blue) and neutral color (gray). In a controlled research environment, the created showcase images were shown to a total of 100 participants, including 50 women and 50 men on a computer screen, and the survey work was carried out. The statistical data obtained in the research show that among the colors applied on the showcase, the most neutral color and the least cold color is the preferred color by the participants. The study shows that color preferences differ according to the colors used in different showcase types. While neutral colors are preferred for flat, open, corner, arcade and double unit showcases, it is observed that warm colors are the most preferred color for enclosed showcases. In addition, when the preferences of male and female participants are analyzed, it is observed that the most neutral color and the least cold color are preferred for both groups of participants. However, when different showcase typologies are examined, it is seen that although the most preferred color in all showcase types for male participants is neutral color, the most preferred color for flat, enclosed and corner showcase types for female participants is warm color. As a result of the data obtained, within the scope of consumer preferences, suggestions for the display case design were presented.
ABSTRACT: Showcase is the first store place where brands meet consumers. It is an important part of the store, where the potential consumer meets brand – owned products and has an effect in directing the consumer into the store, thereby positively affecting product sales, creating the link between production and consumption. The main purpose of the study is; to determine the preferences of consumers for the color applications used in different display types and to create suggestions for display designs in line with the preferences of the consumers. In this study, the concept of showcase was defined by literature research. Within the scope of the study, showcase images belonging to different brands selected by reference to 6 different display case types are organized in Adobe Photoshop program with hot color (red), cold color (blue) and neutral color (gray). In a controlled research environment, the created showcase images were shown to a total of 100 participants, including 50 women and 50 men on a computer screen, and the survey work was carried out. The statistical data obtained in the research show that among the colors applied on the showcase, the most neutral color and the least cold color is the preferred color by the participants. The study shows that color preferences differ according to the colors used in different showcase types. While neutral colors are preferred for flat, open, corner, arcade and double unit showcases, it is observed that warm colors are the most preferred color for enclosed showcases. In addition, when the preferences of male and female participants are analyzed, it is observed that the most neutral color and the least cold color are preferred for both groups of participants. However, when different showcase typologies are examined, it is seen that although the most preferred color in all showcase types for male participants is neutral color, the most preferred color for flat, enclosed and corner showcase types for female participants is warm color. As a result of the data obtained, within the scope of consumer preferences, suggestions for the display case design were presented.
Keywords
interior architecture and environmental design