First of all, show

Use the illusion of space to enrich the display of goods and reduce operating costs. A pedestrian passed by a shop with all kinds of lights hanging on the roof. All kinds of lights are connected together, dazzling, attracting him to walk in. When he looked at it, he found that the shop was not big. Just because the whole store is covered with mirrors and extends from the roof, the area of the whole store seems to have doubled. Due to the refraction of the mirror and the effect of increasing the depth of field, the lamp hanging on the roof has also increased by half in vain, making it look colorful and giving people a lot to see. This is the wonderful use of space illusion in business. How to display goods in a shopping mall with an inch of land and gold is directly related to the sales effect of goods. If we learn from the above practices and make full use of mirrors and lights in commodity display, we can not only make commodities look bright, but also reduce the number of displayed commodities and reduce the loss and operating costs of commodities. In some areas with small space, using mirrors, lighting and other means to make the space bigger can not only adjust the mood of consumers, but also enable salespeople to serve consumers in a good mood and avoid conflicts between customers due to bad mood. Use the illusion of time to adjust mentality and improve business performance. Maybe you have had the experience of "waiting for someone", and you have a headache and a surprisingly bad mood when you are in trouble. If you wait for someone while reading or listening to music, you will find that time passes quickly. This is because when you read a book or listen to music, you distract your attention from time and realize the change from intentional attention to unintentional attention, thus creating the illusion that "time passes quickly". We can hear music in many shopping malls, but most shopping malls don't know it.

How should music be played? Music has a great influence on people's mood. The rhythm and volume of music will affect the mood of customers and salespeople. In a good mood, many unnecessary contradictions and conflicts between customers will be avoided, and many business opportunities will appear, achieving higher social and economic benefits. If you play some music with moderate volume and slow rhythm when the number of customers is small, it will not only make customers and customers feel more comfortable, but also slow down the pace of customers' actions, prolong their stay in the mall, increase the probability of random purchase, and make the sales staff's service more in place. If some loud and fast-paced music is played when there are a large number of customers, the action rhythm of shopkeepers and customers will be accelerated with the rhythm of music, which will improve the efficiency of purchase and service, and avoid the situation of bad mood and increased contradictions and conflicts caused by the inefficiency of many people.

Second, the restaurant.

Use the illusion of movement to adjust the service means. There is a cake cutting stall near the pier of the dam of Changtan Reservoir in Huangyan, Zhejiang. When the shopkeeper sells cakes, he cuts them less on purpose. After weighing, he found that the weight was not enough. After weighing, he added a little more, but it was still not enough. Finally, he cut more and added it, so that the tail of the scale became higher. If you are a customer, you will feel that you have measured everything with your own eyes. You have a down-to-earth heart and trust the cake seller. If the cake seller doesn't do this, but cuts a large piece on the scale, and then cuts it down again and again until you weigh what you want, you will feel very different. Seeing the cake cut into smaller pieces again and again, there is always a sense of loss-this is the effect of the illusion of movement on customers. Smart cake sellers skillfully take advantage of the subtle psychological changes of customers, and truly achieve the goal of childlike innocence, so that the cake stall is in a favorable position, and the popularity is harmonious, and the business is prosperous all day long. It can be seen that always being "accurate" and "accurate" is not necessarily a good thing, nor is it necessarily a sign of good service.

Third, the price

Use the illusion of comparison to scientifically set commodity prices. Commodity price is an extremely sensitive factor in the market. There are two important concepts in price science: price comparison and price difference. The so-called price comparison refers to the price comparison between different commodities. There is such a joke: a farmer went to town to buy a clock and bought a big wall clock, and said to the salesman, "I bought a big one, please give me a small one." ! Theoretically, due to cost and other reasons, the prices of different commodities are often not comparable, but in reality, our consumers tend to compare: the same commodity with a marked price in 20 yuan is a "low price" commodity if it is displayed in the commodities above 20 yuan; Commodities displayed below 20 yuan are "sky-high" commodities. It can be seen that the essence of the so-called price comparison is consumers' illusion of commodity prices. Therefore, it is an important task for marketers to make full use of commodity price comparison to display commodities and promote commodity sales. The so-called price difference refers to the price difference between the same goods. There is another joke: A consumer spent more than 100 yuan to buy a suit, which was not suitable for wearing, so he found a friend in the clothing business to resell it at a price of more than 90 yuan, but it could not be sold. When another friend learned about it, he came up with an idea: change the price of more than 90 yuan to 590 yuan for sale. As a result, suits were sold quickly. Why is this happening? Modern marketing research shows that most consumers in the consumer goods market are non-experts. Because most of them lack commodity knowledge and market knowledge, they often measure and judge the quality and value of commodities by commodity prices. This is the so-called "a penny for a penny" and "good goods are not cheap, and cheap goods are not good". Speaking of price illusion, there are two interesting phenomena: ① Odd pricing makes consumers feel cheaper than even pricing. ②99 yuan is less than 100 yuan, which is cheap; 10 1 yuan is more expensive than 100 yuan. -in fact, only 2 yuan money is needed. As consumers, they always want to get the maximum satisfaction with the minimum expenditure, that is to say, two kinds of goods have the same quality and function, and consumers always choose the one with lower price. Therefore, according to the target market and development strategy of enterprises, we should make full use of consumers' price illusion and make scientific and reasonable pricing.

Fourth, sales.

Use the illusion of form and weight to promote commodity sales. Which is heavier, a catty of cotton or a catty of iron? Cotton is heavy-it's an illusion of shape and weight. There is such a joke that people are deeply inspired: an old lady led her grandson to buy slippers. As a result, she bought a pair of "big" slippers. Children are not suitable for wearing, but the old lady said excitedly: big slippers are the same price as small slippers, of course, it is cost-effective to buy big ones-this is the sales effect caused by the illusion of shape and weight. Some merchants put goods in different sizes (including size, weight, size, thickness, etc. ) but the same price is sold together, and people will think it is more appropriate to buy a big one than a small one. In this way, the "stupidity" of merchants makes consumers "take advantage", thus promoting the sales of goods.

Verb (short for verb) quality

Use the illusion of color contrast to improve economic benefits. The owner of Sanye Coffee Shop in Japan found that different colors can make people feel different, but which color coffee cup is the best? So he did an interesting experiment: invited more than 30 people to drink four cups of coffee with the same concentration, but the four coffee cups were red, brown, yellow and cyan. Finally, it is concluded that almost everyone thinks that a red cup of coffee is too strong; About two-thirds of people who use brown cups think it is too strong; The feeling of using a yellow cup is that the concentration is just right; The one with the blue cup feels too weak. From now on, Sanye Coffee Shop will use red cups to hold coffee, which not only saves costs, but also makes customers satisfied with the quality and taste of coffee.

Six, body shape

Using the illusion of geometry, we can provide targeted services and get better service results. The vertical zebra crossing uniform of Argentine football team is very distinctive among the uniforms of football teams all over the world. The players look chic in such uniforms, and their bodies are even more enviable. Horizontal lines lead people's eyes to the left and right, making people's bodies look fuller; Vertical lines guide people's eyes to move up and down, making people's bodies look slimmer-this is the effect of overestimating illusions. Therefore, when providing services to consumers, clever use of geometric illusion can often receive excellent service results. For example, recommend vertical clothes to stout people and discourage them from buying horizontal clothes, wide belts, low-necked shirts and other goods to make themselves look slim; Thin people are recommended to wear striped clothes to look plump.

Seven, the stage

Stage art design is to use people's optical illusion to complete the creation of drama space modeling. The so-called optical illusion "is an objective and true perceptual image that people feel when they know things, but it is different from the objective and true nature of things." There are both physiological and psychological reasons for the illusion. Light waves enter the eyes, and then the photosensitive elements are projected onto the retina. These retinal images, whether from two-dimensional graphics or from our three-dimensional world, will become semi-planar shapes on curved surfaces. Therefore, the retina has inherent fuzziness when inputting images. When there is not enough information in the image to disambiguate, the illusion will follow. The most prominent illusion is optical illusion. Stage designers often use the optical illusion of drama scenery, costume design, stage lighting and actor makeup to enhance the salience of perceived image. Stage art design is the expression of visual language, which needs to be based on the research, utilization and induction of optical illusion, in order to fully and effectively convey the artist's creative intention and convince the audience of the authenticity of the things in front of them. Then, how to apply the phenomenon of optical illusion to stage art design? Combined with decades of experience in designing and operating dance beauty, the author talks about his own understanding from several aspects. In order to properly apply the phenomenon of optical illusion in stage art design, we must explore and study the causes of optical illusion. The reasons for people's optical illusion are the contrast between things, people's perception prediction when observing things and other factors, among which contrast is one of the main factors to guide optical illusion. The contrast phenomenon formed by the difference of things "is that the contradictory elements of things interfere with each other, which makes the contradictory parties have strong and strong, weak and weak reverse induction phenomena", which mainly causes two kinds of contrast of optical illusion:

1, morphological comparison

That is to say, when comparing different forms, there are many ambiguities in the visual perception of the differences in the external contour characteristics of visual forms. For example, if the same form is placed in different environments, the perceptual impression is different.

First of all, when things in the same form are surrounded by things in smaller forms, people will think that they are bigger than the actual ones; When it is surrounded by something bigger than it, it will make people feel smaller than it really is. Applying this optical illusion phenomenon to stage art design will often achieve good performance results. In the early 1980s, the large-scale opera Brave, jointly performed by Ankang Theatre and Shaanxi Song and Dance Theatre Opera Troupe, tells the story of the "Iron Lady" represented by rural women militia in southern Shaanxi, such as Dan Ying, Iron Lady and Liu Lin, who responded to the call of the Party and went to the railway site to prepare for the war. In the scene of Standing on the Ground, the stage background is designed as a 100-meter-long tunnel, with many bent frames and bright lights, which shows the tense and busy construction scene of the "Tienvlian" soldiers in the tunnel. In order to create a dangerous scene of collapse in the depth of the tunnel, Dan Ying picked up a huge supporting wood without fear and pushed it towards the fracture. We arranged a lot of bit part wood around the set, and successfully used the proportional relationship between the set and the vision to make the images of the main characters and props more realistic.

Secondly, the distance contrast between things is also an important spatial component. In the limited stage space, the characteristics of being far small, near large and far imaginary are used to shape the distance relationship of drama space, fully mobilize the optical illusion, and analyze the particularity of space depth to determine the principles for stage designers to deal with the basic elements of stage art design. Available methods include perspective method and overlapping method. Perspective itself is a way for artists to express objective things in a three-dimensional and spatial sense, but stage art designers can also fully grasp and interpret the perspective of the stage through various methods to create infinite drama space on a limited space stage. In the stage design of the operas "Yu Qian Er" and "You San Jiang Shui" performed by Ankang Troupe of Shaanxi Art Festival, the author made full use of the characteristics of optical illusion, used many wall pieces and used modern lighting transformation techniques to achieve the artistic conception of Qinba deep mountain forest, which is different from the side of the mountain. At the same time, the method of "near the big and far from the small, near the real and far from the imaginary" is used to form a deep space on the stage and create a good visual effect.

The overlapping rule is based on the illusion of human eyes, which forms the space of the stage through the overlapping of scenes. Visual experience tells us that when two things partially overlap, although the back part is blocked, we can still associate the complete image with it in our minds. For example, in the popular shadow play in southern Shaanxi, figures, animals and scenery are all made on the same plane. The modeling of scenery and actor scale and the modeling of the actual platform need to use a small and exquisite modelling technique and artificial lighting to make the audience become a complete artistic image through visual association. Scenes with the same shape but different sizes can form the illusion depth of field of the stage by overlapping. The New Long March Ensemble, which was performed to commemorate the 70th anniversary of the victory of the Red Army's Long March, not only superimposed the scenery on the stage, but also superimposed the performance area of the stage in a more scientific way, expanding the performance area of the actors to more levels, fully demonstrating the magnificent scene of the Red Army's long March climbing snow-capped mountains and crossing grasslands, and using modern lighting and scenery to give the audience a brand-new artistic enjoyment.

2, color contrast

"The differences in psychological stimuli such as area, shape, position, hue, purity and lightness of various colors in composition constitute the contrast between colors." The same color in different color environments can give people different color impressions. When a small area of color is surrounded by another large area of color, the color characteristics of both sides are more distinct and the contrast is more intense. The mutual exclusion of large-area colors and small-area colors makes small-area colors give people a stronger illusion in brightness, hue purity and warmth. This phenomenon is widely used in modern stage art design. The images of Li Nainai and Li Tiemei in the scene of "Hanging the Red Lantern", Li Yuhe in the execution ground struggle, and Jie Jiang and his comrades-in-arms in the scene of Jie Jiang in prison are all in a dark background, with a small area of high brightness red and orange, forming a stronger contrast and performing artistic expression.

Meanwhile, color and light are twin brothers. With the help of modern lighting and control means, colorful light is projected to every corner of the stage to create an environment, portray characters, render the atmosphere and explain the plot. People's visual habit is to pay attention to light and color first, and then to shape, which is also natural color, and will show many changes under different light. Therefore, every kind of lighting will be divided into cold and warm, strong and weak, and lighting engineers will grasp the rationality of color laying and organize visual information of different nature and levels on the stage. When choosing colors, we should take the real life content as the basis, according to the needs of plot and scene setting, supplemented by light colors. When highlighting the night scene, blue light is more important than other colors, so we should pay attention to setting up warm light sources reasonably. If we set colors at will in order to pursue the relationship between cold and warm colors and violate the laws of real life, regardless of the needs of the plot and scene, it will cause a negative illusion to the audience's vision.

In addition to the contrast in shape and color, the audience's prediction of visual perception will also cause illusion. Prediction belongs to the category of psychology, so the optical illusion it causes comes from people's visual experience and subconscious mind. People can perceive the object by experience, and sometimes the audience can understand a play even if they can't hear the lines clearly on the stage, because the content accepted by visual prediction has "hinted" the audience. The greater the ambiguity of suggestion, the stronger the illusion component, and the audience will produce infinite reverie and prediction through their own visual experience and subconscious mind, through a drama title, a piece of music and a line. In China's traditional operas, literary and artistic ancestors often use suggestive techniques: four walk-ons can represent thousands of troops; Actors can cross mountains and rivers with a set of immediate actions; A table became a high wall. In the work, we should carefully analyze the audience's prediction trend, fully mobilize the audience's predictive power, create a theater atmosphere, and let the audience participate in the task of shaping stage figures. In short, in the practical work of stage art design, we can skillfully use the optical illusion to form a space that is different from objective things and looks like real life in the form and color relationship of stage art image. At the same time, we can use various stage expressions and stage changes to connect the performance area with the audience, so that the audience can feel the infinite charm of stage art while enjoying the drama performance.