The Study Of Experience Based Commercial Interior Space Design Based On Emotional Design

With the development of society and the progress of science and technology, a variety of new furnishings, new technology and new craft keep emerging, which makes our designers have more possibilities in the form and style of design, and makes the current interior design more diversified and complicated, hi-tech and humanized, also makes more and more excellent design works appear in public. But on the other hand, with the continuous improvement of the public aesthetic and the coming of the era of experience economy makes people pay more attention to pursuing a quality life. people are no more satisfied with the material needs caused by the space environment, and want to get a higher level of emotional enjoyment in space.Commercial space is an important gathering place for people in the process of production and living. The traditional commercial project design is based on aesthetics, and aim to guide the customers to consuming. In the experience economy, leisure and entertainment is getting more and more prosperous, people’s demand for commercial space from a simple shopping place rose to a complex place containing shopping, leisure and entertainment, They expect commercial space can bring more emotional experience and promotion of personal value. There are some problems in the present commercial space:(a). The design style is disorganized and lack of the own theme; (b).Over pursuing luxury style, such as European style, American style, decorative style, and so on, but lack of humanity; (c). Blindly pursuing superior quality and huge investment. (d).The design lacking of content, only focusing on the form of innovation and ignore the upgrade of the "quality". (e). Lacking of attention to the emotional needs of consumers and the concern of human nature, can not be emotional communication with customers.Donald Arthur Norman,a cognitive psychologist, proposed three levels theories from the point of view of cognitive psychology in his book, Emotional Design. The theories have been got more development on some other design area, especially on industrial design, while less on interior design. My paper will detailed analyses the customers’ emotional needs from three levels, instinct, action and self-examination, combined with the specificity of commercial space, and based on three levels theories from Emotional Design, Building a theories system of emotional design in commercial space through field investigation, case analysis and other methods. And it’s hoping look for the positive connection between human, space and emotion through emotional design, providing referential designing ways to building experiential commercial project.