Abstract: The traditional design method of Qipao is combing the collar, placket type and overlapping, etc., with fabric color and patterns. It requires designers have experiences and high literacy. If these experiences can be transformed to logics programming languages, it will be able to realize the automatic design of Qipao for custom made. Qipao’s collar type and placket are the most important parts of the structure that influence the visual impression of Qipao. In order to explore the influence of Qipao’s collar type and placket, and the specific impact of different collar types and placket on the overall style, this study is used by a combination method of semantic differential and eye tracker experiments, and analyzes the visual perception, style, and style preference of subjects with Qipao which has different collar types and placket styles. From the results of semantic differential method and eye tracker experiments, analyzes the semantic and influence of the collar type and placket style, and the visual perception and style characteristics of the Qipao under the influence of each component. It was found that when the fabrics were consistent, the change in placket style had a greater impact on the overall style and visual perception of the Qipao. Only when the collar type is Fengxian, Yuanbao, and wave collar, the Qipao’s overall style is determined by the collar type.

Key words: collar type; placket style; semantics; visual feeling; eye movement experiment