The Research Of Visual Design About Clothing Sales Page Based On The Kansei Engineering Uesd The Fuzzy Comprehensive Assessment Means

Web is becoming increasing the important way of display the enterprise image and sales, so how to enhance the web page visual appeal rapidly and accurately becomes a problem of concerning. This paper proposed the method of fuzzy comprehensive evaluation, study the consumer visual response faced to the sales page with rational psychological, analyzed the relationship and the control method between the visual design of clothing sales web page and effect evaluation, thus, to clear the main points and the content of visual design.Based on the above research target, this paper analyzed the constructing principle and basis of the clothing sales page visual effects, assumed and established the perceptual evaluation index system of clothing sales page visual effect, proposed the research direction and solutions of analyzed the consumer visual preferences, and built the fuzzy comprehensive evaluation model with the single factor, completed the construction of the fuzzy comprehensive assessment system of clothing sales page visual effect based on the Kansei engineering.To institute the rationality of index system set up, this study takes the visual design of sales web page in infants underwear for instance, screened the research object, and conducted a comprehensive research, applied the established fuzzy comprehensive evaluation model to the data analysis, verified the hypothesis about the established index system, concluded the visual design points of the infant underwear sales web page.In order to verify the practical value of the study results, this paper selected infant underwear brand which shopping online to study and verification. According to the design key points, combining with the characteristics of the selected brand and web trends, improved the visual design of its sales web page. By observing the change of traffic data such as web page bounce rate, it confirmed the visual improvement can affect the browsing behavior of consumers positively and get a good effect.Based on the analysis in fuzzy comprehensive evaluation and the practice of case validation, it proposed the process of visual design in clothing sales web page based on kansei engineering, summarized the design principles and main points the of the process building, hope to provide some basis and reference for the related design practices, make the visual image of clothing sales page can be targeted rational design, build a good visual effect to satisfy the consumers’ emotional appeal and brand marketing strategy.