Exploration on construction of shop window EAVFS kansei design mode

According to Philip Kotler, the world-famous marketing master that kansei consumption is the consuming behavior that generated based on the personal emotional experience of consumer. Taking the personal preference as the decision criteria of buying, perceptual consumption is aimed to reflect psychology satisfactory, personality realization and mental pleasure and focuses more on "emotional value" of commodities than "functional value". With the progress of modern economy and society, people's living standard has improved and people are no longer limited to rational consumption when shopping. Emotion and meaning are playing an increasingly important role in buying decision and people's consuming behavior will be judged by feelings to meet the inner feeling and emotional demand and the source of these behaviors is kansei. According to the research of the related literature, 64.1% of people will pay attention to the windows of shops in the shopping. According to the research and statistics of Nomura Junichi from Japan, 24% of consumers go in shops for shopping as they are attracted by the window display [1]. Psychology studies have also shown at the same time that, in all the information received by people, 83% is from visual sense, 11% from auditory sense and the other 6% from the sense of smell, touch and taste, which reflects the physiological characteristics of feeling of people [2]. The shop window is area that firstly contacted by consumers, which is the displaying window of commodities, external image of commercial space, the media to express commodities and credit as well as the most direct sensory bridge between consumers and commodities. Shop window conveys in visual sense to realize the goal of displaying or selling of goods and at the same time also has functions of greeting, inducting the pedestrians to become the consumers in the store and selecting consumers [1]. However, designers often express window design in an abstract way, ignoring consumers' appeal of window design, especially the appeal of kansei when communicating with proprietor about the window. It can be known that the creation and conveying of kansei value has been the key of commodity sales in modern time.