Based On The Visual Marketing Research Of Empathy Theory

With the growth of Internet users,the maturity of science and technology and the increasing perfection of e-commerce related services,internet shopping has been rapidly swept around the globe.In 2016,the Tmall Double 11 global Carnival only with 1 hours 57 seconds turnover exceeded 36.2 billion yuan,far exceed 2013 year double 11 all day transaction amount,visible its commercial potential immeasurable.Shopping on line is a typical example of an eyeball economy,consumers in this procedure is designed not only to buy products,including aesthetic pursuits,improvement of personality,culture and lifestyle,both experience the added value of brands and products.Visual marketing focused on the physical and psychological needs of consumers,in the meeting on the basis of its aesthetic,taking into account their emotional experience.This research takes the current routine on-line pregnant infant brand visual marketing as the case,uses the network questionnaire form carries on the investigation,summarizes current on-line pregnant infant brand vision marketing present situation and the question.After a large number of electronic data statistics found,the most intense problem in the visual shopping experience is that the pregnancy baby products line brand Visual homogeneity of product choice difficult;users cannot be accurately rendered on the interface;special shapes and lines cannot try,to generate high rates of return.In the first chapter,this chapter analyzes the development of c-commerce market and the current situation of online mother and infant industry,and explores the factors influencing the empathy of online brand vision marketing.As the main basis of this research,the research direction is pointed out,and the meaning,purpose,emphasis,difficulty,innovation point and method are studied.The second chapter,the introduction of empathy theory and the concept of visual marketing,according to the theory of empathy with Advanced research achievments and its application in other domains such as design,put forward the theory of empathy and visual marketing strategy combination of innovative ideas.In this chapter,we will discuss the influence factors in the field of visual marketing.In the third chapter,the visual elements of online pregnancy and baby brand visual marketing and the influence factors of empathy vision are studied.first,the brand visual marketing present situation carries on the analysis summary,and then screening collected 47 stores:to visual marketing website's online brand visual sample card,and statistical analysis it is concluded that the present online:visual elements of brand visual marketing.Secondly,according to the empathy related books and literature data of the theory of common sense and visual marketing,the factors of visual influence of the prenatal and infant brands were analyzed.Through interviews,head of alibaba UED design field and online store operations managers:to 20 professionals such as online brand sense of vision impact factors recognition evaluation,their opinions are concise and revised,get online:brand sense of vision impact factors.Finally,through the questionnaire analysis,it is concluded that the visual elements of visual marketing of online pregnancy and baby products are correlated with the empathy visual influence factors.The fourth chapter,according to the third chapter:to online brand visual marketing sense of visual elements and visual factors affecting visual sample card,through visiting survey,the online:based on the theory of the common sense of brand visual marketing to collect and analyze relevant semantic words,get online:to make consumer resonate with brand visual marketing empathy semantic vocabulary;Reuse Likert5 point rating scale of visual marketing online:brand empathy semantic vocabulary,the questionnaire survey to the survey data into SPSS 20.0 software is analyzed,through the verification method of the linear regression model and regression analysis to the end:to draw a line brand visual marketing factors affecting empathy which scenario,personalized,functional and comfort,informative,sweet.The fifth chapter,according to the results of the fourth chapter empirically:online:the empathy of brand visual marketing scenario,the personalization,the influential factors of function,comfort,informative,warmth,empathy for online:brand "Js mammy" visual marketing proposal plan and test feedback.First of all,the system analysis of the basic VI and brand homepage and secondary pages of the brand of "Js mammy" brand,put forward a co-sensory vision marketing proposal and made a new web design.Secondly,the design of the "Js mammy" brand of visual marketing was compared with that of traditional visual marketing.Through the investigation and interviews with 150 people hit test method,using the theory of empathy "Js mammy" web homepage hit rate was 90.8%,this data is significantly higher than the original traditional visual marketing page hits.Thus proved that:to use the online brand visual marketing factors affecting empathy for visual design innovation can be brought online:brand visual marketing richer visual experience,better:to solve the product users of online shopping experience.This paper provides a reference for the design and research of the visual marketing of online pregnancy and baby brands based on the research results of the theory of common sense.Make consumers shopping online at the same time can be a good emotional communication with brand and product,produce instant "empathy",let the consumer have a relaxed and happy,efficient and accurate online shopping experience.Make the brand establish good visual image,promote brand development,excavate more potential consumers,and create economic value with emotional value.