The Influence of Brand Visual Communication on Consumer Psychology Based on Deep Learning

Abstract

In order to solve the problem that there are few methods of users’ consumption psychology, the author proposes a research on the influence of brand visual communication on consumer psychology based on deep learning. First, establish the mapping relationship between experience level-product features-aspect words and then use aspect word extraction technology, mining users’ attention to different experience levels from user comments and dividing users into three types: instinctive preference, behavioral preference, and reflective preference; finally, the deep learning-based aspect sentiment analysis technology is used to calculate the user’s preference for the product and further analyze the characteristics of different types of users. Experimental results show that based on the application analysis of more than 900,000 JD.com mobile phone review data, three types of consumer preference user groups were obtained, of which instinctive preference users accounted for 41.6%; it is higher than behavioral preference users (33.01%) and reflection preference users (25.39%), and the consumption characteristics of the three types of users are analyzed from the aspects of mobile phone brand and price. It is proved that the author’s user portrait method can better express the consumption preferences of different types of users.