User Experience Analysis for Visual Expression Aiming at Creating Experience Value According to Time Spans

Abstract

According to the popularity of O2O E-commerce model, which is used in digital marketing to describe systems enticing consumers within a digital environment to make purchases of goods or services from physical businesses, it shows us that online purchase becomes to the main way for customers in this days. However, the touch point from customers to the final goal becomes to a vital point. Based on the Human Centered Design (HCD), throughout the product promotion process, the customer is the starting point to promote the customer’s purchase behavior through various marketing methods, but the ultimate goal is to achieve the long-term stable relationship between the product and customer.

By the online purchase, visual expression is considered as the most effective channel for customers to gain the information of the production. In this paper, I will summarize the brand image characteristics of existing dark chocolate brands to explore the relationship between the user’s impression of the brand and the actual desire to buy the product. Mainly focus on the importance of vision in five senses, taking the color used in the packaging of the existing brand as the starting point, the analysis focuses on the relationship between different colors and different tastes, and the user’s impression of the product.