为了发展生产,扩大贸易,特别是在国际市场上使我们的产品具有竞争力,必须重视商业美术与心理学的综合研究。在商业美术——商品装潢、广告设计中,有哪些心理学原则呢?这首先要从人们消费心理的研究即消费行为研究说起。消费者在购买东西时有一个决策过程。这个过程受到各种因素的影响,如环境因素(个人收入、文化环境等)、刺激因素(物品的价格、质量、式样、服务好坏等),反应因素(对物品的选择方式、购买数量、是否经常购买、公用或私用等)。我们应当从这个过程中找出规律性的东西,并加以利用。国外有人将这个过程进行分析,称为 AIDMA 行为模式。A是注意(attention),I 是兴趣(interest), In order to develop production and expand trade, especially in the international market to make our products competitive, we must attach importance to the comprehensive study of commercial art and psychology. In the commercial arts - product decoration, advertising design, what psychology principles? This first from the consumer psychology of consumer behavior research. Consumers have a decision making process when buying something. This process is affected by various factors such as environmental factors (personal income, cultural environment, etc.), stimulus (price, quality, style, service quality, etc.) of the item, reactionary factors Whether it is often purchased, public or private etc.). We should find out the regularity from this process and make use of it. Someone abroad will analyze this process, known as the AIDMA behavior model. A is attention, I is interest,