Competition becomes deepen in modem consumer`s society, due to overflowing goods and information, and store-identity strategy is required to differentiate with other competitors. Modem consumer`s society requires more emotional communication, visual marketing becomes more important. The importance of emotion becomes important in communication to differentiate with other competitors. The purpose of this thesis is to apply visual marketing elements of department stores to the on-line shopping malls. Two spaces have different characteristics, but has the same purpose, so the consumers have similar expectations. Visual marketing in off-line stores is already matured, and the competition of newly emerged on-line market becomes deepen, the construction of store identity is required. In on-line market, visual presentation with story telling is studied among the composition of store identity. This is similar to the show case of department stores, which promotes emotional communications with goods, stores and direction. Over flowing information gives no real values to consumers, and to give more valuable information, the importance of story-telling is can be cleared Digital consumers are increased who use on-off line market, the necessity of store identity construction is recognized. The Visual marketing of department store is analyzed, and it is applied to on-line stores.