To meet the behavioral needs of contemporary consumers

based on the “interactive design” theory

the research technologies of virtual reality and behavior simulation were applied to improve the design method of commercial buildings. First

a questionnaire survey of the interior space of commercial buildings in Milan was carried out

and the influencing factors of consumer behaviors were explained by relevance analysis via statistical software SPSS. Then

the commercial interior space in three-dimensional dynamic scene was obtained by using the virtual reality technology. Taking the signage system design of commercial space as an example

the signage system set A with single color and low brightness and single form and set B with high brightness color and different shapes were preset

and virtual dynamic scene and behavior simulation were conducted. Finally

the ResNet image recognition technology was adopted to analyze users’ visual experience and use effect. Results show that the plan layout

spatial recognition

and spatial familiarity had significant correlation with usage frequency. Visual perception was the main driving factor in choosing commercial buildings. Comparative analysis of commercial signage system shows that the mean values of the degree of confidence and the average recognition time of set B were less than those of set A

indicating that the design of bright colors and different shapes of signage system is more likely to be concerned and accepted by users. Using the interactive design method to develop commercial building design is helpful to improve the attraction of interior space of commercial buildings.