Main Article Content
As the economy grows, competition between jewelry brands has become increasingly intense, demanding that shop windows be designed according to the unique characteristics of each jewelry brand to increase customers' purchase intentions and revenue. This study examined customers' latent psychological demands for jewelry shop window design elements to provide a reference for jewelry brands and designers to design shop windows that cater to the market and create brand value. The Kano model and an online questionnaire were employed to classify customers' demands for various jewelry shop window design elements and the elements most strongly associated with customer satisfaction and service quality. These elements should be prioritized to ensure their optimization. The results revealed that customers are relatively indifferent toward product price display, the material of window props, and window size, but optimized window colors, window lighting, viewing angles, product concepts, window atmosphere, and window layouts effectively elevated customer satisfaction. Thus, jewelry brands and designers should focus on using props to highlight brand concepts, create an enticing window atmosphere, and optimize window lighting and layout, customers' viewing angles, and overall window color designs when designing shop windows to enhance brand image and competitiveness in the jewelry market.