Clothing E-Store Visual Style Research Based On Consumer Perception

Clothing network sales trend has already been obvious, visual marketing of clothing network is more and more important. As a psychological way that affects consumer purchase decisions, the research on the visual style of clothing online shop is a good point. This paper, based on the consumer vision preferences, do a classification of visual style of clothing E-store and research the factors that effect affect the visual style design, has a practical significance to the clothing E-store operation.Based on visual communication web design theory and experiment psychology related theory method, this paper aims to use consumer experiments to research the clothing E-store visual style. The concrete content includes four parts:1) Index structure combing. Studied the books and literatures on visual graphic design related theory, sort out 12 factors that affected clothing E-store visual style design, through the expert interview correction, get a 3 level index structure with 18 indexes, and get 13 experimental index for the design of experiments2) Material gather. Through setting 5 standards for this study, successively screening existing clothing E-store for 4 times, pick out 52 stores from 815494 clothing E-stores, make visual style sample card.3) Experiment and data analysis. This part could divided into preparing experiment and formal experiments:The preparing experiment part, so called the whole clothing E-store visual style experiment, collected 87 semantic adjectives through the consumer interviews, screening and made it into 34 pairs. Through questionnaire about 50 consumers, frequency analysis gets 10 pairs of experiment semantic adjectives, through the consumer psychological projection experiment and statistical analysis gets 4 pairs of semantic adjectives, constitute the whole clothing E-store visual style evaluation system; Formal experiment part, so called clothing E-store visual style experiment, combined with visual style clothing E-store index structure and style evaluation system designed the experiment, using programming technique to build real-time interactive network experiment platform to realize the background data synchronization acquisition, through doing a survey of 113 consumers, classifing the stores into "neutral refined style", "soften sweet style", "concise lovely style", "original national style" four categories by statistical analysis tool of SPSS 17.0, respectively quantitative analysis all kinds of visual style design elements, get the regression equations for four kinds of visual style design effect factors.4) Operating application. Using the theory and experiment results of former phases of study, combined with clothing E-store visual style design operation status, write clothing E-store visual style design instruction manual, through designing the visual style positioning standard experiments card and sample card, visual style design impact factors and degree of reference table, visual style design process and selecting out clothing shop visual style design example as a reference, finally achieve the aim of guiding clothing E-store visual style design.This paper, based on the consumer perception, from the angle of clothing E-store visual style, through establishing whole store visual style evaluation system, do the classification of the existing plothing network shop visual style; by combing and perfecting the visual graphic design theory, construct the index structure of visual factors that affect visual style; through computer programming structures a real-time interactive dynamic clothing E-store browsing experimental platform, realize the synchronous background data collection, after the experiment, get the quantitative function interaction relationship of different visual effect factors, and finally, combined with the actual operation and this research, writing clothing shop visual style design guideline.This research provided a reference to the relevant theoretical research and practical operation for design of visual style of clothing E-store.