Research On Strategy Of Brand Limit Space Design Based On Emotional Experience

In recent years,e-commerce has gradually eroded traditional commerce in terms of brand richness,fashion communication speed and value aggregation with the advantages of information flow efficiency,capital flow and logistics convenience.Brand time limited space is a positive transformation and change for the entity business to expand its influence and spread to meet the difficulties by virtue of the advantages of Internet and Internet of things;it provides a short-term effect of gathering consumers according to the personality characteristics;it is an efficient communication mode of zero distance contact between brand and consumers in the era of online consumption,a new retail format and a retail market Fashion vane.Now the consumer demand in the era of experience economy is gradually changing from simple material demand to the demand for shopping experience and environmental quality.This requires that the brand limited time space design should adapt to the changes of people's consumption psychology and behavior,emphasize the construction of the interaction between space and experiencer,so that the experiencer can obtain the corresponding space emotion and feeling.Today,brand limited time space is lack of corresponding emotional elements,cultural connotation,consumer throbbing elements a nd commodity catalytic aesthetic fatigue.The emotional experience strategy of brand limited time space will provide a possibility for the further development of commercial space under the new retail mode.It is not only a response to the lack of experienc e and homogenization design in traditional commercial space,but also a humanistic concern for the space interaction experience emphasized by the emotional experience theory.From the perspective of emotional experience,this paper explores the consumer psychology and behavior characteristics of the experiencer,uses literature review method to sort out the status quo,development,research overview and existing problems of brand time limited space,and analyzes the relationship between emotional experience and the elements of brand time limited space and the ways of emotional expression.By using the method of field investigation and questionnaire survey,the typical time limited space of different types was sent out,and the influencing factors of emotiona l experience in the space were investigated.SD method was used to analyze data classification,analogy and overall analysis.Factor analysis method is used to reduce the dimension of the influence variables of spatial emotional experience in brand time li mited space,and three influence factors are obtained,which are summed up and named as: emotional activity and visual scene factor,emotional advantage and interactive feedback factor,emotional activation and interactive experience factor.Then,the space design strategy of the fourth chapter is put forward: space material design strategy of emotional activity,space environment design strategy of emotional activation,space spirit design strategy of emotional advantage.We hope to comprehensively improve the comfort of space experience environment and the richness of experience emotion,create a unique space interaction and friendly and pleasant social place,and put forward new ideas and new methods of brand limited time space design under the new consumption mode.