Research On Visual Search Of Clothing Display Based On Color

Clothing display,as an important marketing tool for clothing sales terminals,plays an increasingly vital role in creating brand image,promoting products,attracting consumers and promoting purchase intention.Color,as the most likely element for visual impact on consumers in apparel visual marketing,is a key factor affecting apparel sales.Color has multiple and complex characteristics,which can affect people’s physiology and psychology and trigger association.The well-known "seven-second color theory" in marketing believes that people’s knowledge of things or commodities can be left in the impression of the shape of the color within seven seconds.By changing the color,the product value can be added by 10%-25%.In display sales,through the configuration of clothing colors,the background colors of shops and the lighting colors,they can show consumers the characteristics of display shops and establish a distinctive brand image,thereby attracting consumers’ attention and making consumption choices.Visual search refers to the process of finding and identifying the target in a pile of interfering stimuli when the target stimulus is known.In this study,the concept of visual search was introduced into the display of clothing colors.Through two behavioral experiments,the effects of the number of clothing colors,the contrast between colors and the display position on the visual search efficiency were investigated respectively in two common display modes of stores:display rack and human model.The research results show that:(1)the number of clothing colors and the contrast between colors will affect the visual search efficiency,and the more colors,the greater the contrast between colors,and the lower the visual search efficiency.(2)the influence of the number of clothing colors,the contrast between colors,and the display position on the search efficiency gradually decreases.(3)The position located at the center and the left points are the better positions with high visual search efficiency.In this study,behavioral research technology was used to determine the response of visual search target judgment of clothing color display,and the influences of the three variables of color number,contrast and display position on the accuracy of visual search and response time were explored.The research results can provide a basis for clothing enterprises to design store displays.