THE AESTHETICS OF DESIRE: THE LANGUAGE OF THE SHOP WINDOW DISPLAY IN RETAIL DESIGN

摘要

Why can a shop window catch the eye of someone just walking around? In order to understand how to build a meaningful display, the Shop Window has to be conceived as a complex system. The "Aesthetic of Desire" is a Design System to be used by designers and design managers in the company to design the retail's communication strategies. It uses the System Theory to analyze and to model the interaction between the shop windows display and the "watcher", and to offer a method to design a window display, or a retail communication campaign. A company can use this Method to design the single Shop Window or either it can use the System's maps to analyze and verify the past retail projects and design future communication with more self- confidence. The company can also analyze other companies' communication strategies.