Based On Consumer’s Perception Decision Of Exogenous Coding Design Method And Optimization

In recent years, growth of the Chinese economy is very fast, continuous improvement of consumption level, people consumption concept of mature and he high requirements on the quality of life, our country has entered the new zero of consumption. Limited purchased before turned into a selective buying, so products designed not only to be functional, but also to meet consumer demand for the look, feel of the product and many other needs. During the process of consumption, product design elements mainly affect consumer and transmit different perceptual information, so researching the product design elements stimulating consumer desire to purchase is very important.Home of automotive interior systems design elements that affect consumer can be divided into four categories:forms coding, color coding, material code and layout coding. Based on the theories of cognitive psychology and consumer psychology, analyzing the existing literature and consumer perception decision, this study explored the design elements mainly affecting consumer desire to purchase. Eye movement experiment was designed basing on the four categories of code elements, Reaction time, the number of the fixation point and fixation time were used as performance evaluation indictors. Experiment found that: the product design elements main affecting consumer. Finally this study presented the lack of research and how to do further research.