Talking about Art Design and Marketing "One Stone with Two Birds" II

2. I would like to focus on the study of art design and marketing

(A) The relationship between art design and the market

The purpose of modern design is to serve people's enjoyment. The economics of art design are the primary characteristics of distinguishing Other art activities and handicrafts. People's interconnectedness constitutes a complex society. The continuous progress and development of society will inevitably lead people to pursue the material and spiritual life. In the case of large-scale machine production, modern design was born. One of the elements of modern human society, the "market", is produced in the context of the heightened human civilization. Art design is also a brother and dad. To understand the market from the perspective of modern market economy means that the market consists of people who have a demand for products and have enough ability to buy. From the microeconomic analysis of the market, the market is: market = consumer (customer) + purchasing power + desire (demand) The generation of desires (requirements) in the modern market should be a matter of design concern. The purpose of analyzing the specific market lies in grasping the “designed for whom and for whom” art design, or else the art design will lose its own basic value. The designer must introduce the concept of the market into the design. This is a prerequisite for artistic design. It is also a decisive factor for the success of art design, whether it can open up the market for the enterprise, and whether it can help the survival and development of the company. However, we should carefully analyze that the market in art design is not entirely one of the many market connotations of marketing construction. We should clearly identify it. The market for art design research is similar to the concept of “market segmentation” in marketing. To a certain extent, artistic design must have a high degree of service of “elite culture” and “aristocratic design”. On the other hand, it must also meet the needs of all social strata and all types of consumer groups. Sometimes the level of art and design work needs to have "Yangchun Baixue", and sometimes there must be "Lower Libera People", but there must be more "Elegance and Popularity". Before the birth of capitalism, the design mainly served a specific individual, and the goal of modern design was no longer limited to someone. Instead, it is designed to serve the market with common preferences. The so-called "targeting the market" is to define a market composed of people with common psychological needs, close to consumer spending power, and the same or similar satisfaction in design. The "market segmentation" of market research in marketing of art design studies differs from the tendency of grasping design concepts. One is the management and control of design. Do a good job in the study of art design and marketing, use the advanced research methods of marketing to learn more about the "market" issues that need to be improved in art design and marketing, and strictly distinguish the different points and the same points in the marketing definition market.

(b) The relationship between art design and demand

The rapid development of social economy and culture promotes the diversification of social consumption and demand. The ultimate goal of design is to meet people's two major needs. The desires and demands of human beings in the process of survival and development are called requirements. According to Maslow's demand theory, a well-known psychologist in the United States, human needs are divided into five levels: physiological needs, security needs, social needs, respect for needs, and self-fulfillment needs. Maslow's theory of hierarchy of needs indicates the logical sequence and order of human needs. Marketing studies will introduce it into its theoretical scope. After learning from the theory of marketing demand, art design should consider the characteristics of regional economy and culture, and carefully explore new models that can find the needs of art design:

(1) Demand for mood When a person acquires basic survival and satisfaction, he naturally desires the outside world to show his existence. For example, the application of the big red and green in our country's rural areas to a certain extent reflects the feelings of joy for survival after people are satisfied with their food. The strong exaggerated use of color is the minimum requirement for the United States, and it has a special sentiment.

(2) Human needs When people are no longer paralyzed by food and clothing and their food and clothing expenditures are relatively low, they are objectively pursuing a culture or even a certain civilization in order to show their social status and economic strength. It is possible to enjoy the taste of life, the pursuit of cultural civilization and the arty appearance. For example, an outburst once asked the author to design a large bedroom for him that is nearly 80 square meters. I told him that if I graduated from a non-interior design related major, this person would say that "every design is connected" is so full of philosophical words. Ask me to help him decorate. Unreasonable entanglement, only thickly scalp to engage in home renovation. After completing the design plan, he first wrote me a few words, and then asked me to amend the design proposal, and proposed that the program did not have the style of imperial palace imperialism, European Baroque style, elegant Thai house, and the original African atmosphere. Those who listened to these requests were blinding. Finally, in the case where I would make the house freakish by way of TD, your excuse to abandon these strange requests.

(3) Perceptual demand This is a transitional demand between mood demand and cultural needs. This kind of demand manifests itself in the publicity of its own personality, and strives to express its unique aesthetic appeal to the outside world. The idea of ​​unique and distinctive products has become the target of competing pursuit. This demand phenomenon is too much reflected in contemporary young people, and + is the driving force behind the design of today's popularism.

Art design is essentially the performance of the expectations and emotions of the vast majority of consumers. Designers should investigate and understand consumer expectations of the company's products before designing. Then, the study of art design needs should be based on the satisfaction of the needs of material subjects, which is very different from artistic creation. Works of art can, in a certain amount of time and space, remove creators and appreciators to the extent of the needs of the material subject and directly satisfy the needs of the spiritual subject. However, if artistic design tries to abandon the consumer's needs as a material spiritual subject, it completely violates the purpose of design. The failure of the "Comet" passenger aircraft designed and produced in England in the 1950s is a typical example. The "Comet" passenger aircraft has the world's most advanced speed, performance and very novel streamlined appearance. However, when designing the window of the aircraft, in order to take care of the customer's visual psychology and obtain a beautiful appearance, the designer gave up the round window that meets the best technical requirements, and designed the square shape according to the architectural style. As a result, the abrupt change in air pressure during repeated take-off and landing of the aircraft caused extreme fatigue on the four sides of the window. Eventually, two consecutive aircraft shell fractures occurred in 1953 and 1954. This example proves that the demand for design satisfies the first scientific final artistic considerations, the artificial intention of psychological needs, and the neglect of the existence of science will inevitably make the design fail. Therefore, while studying the needs of art and design, we must not be completely insensitive to absorb all theories of the needs of marketing. We must absorb and digest the dialectical. Others' things are not always good.

(to be continued)