This study provides the basis far salesman to present formal style in suggesting Good-Bad formal style as well as in examining a meaning structure and valuation differences of visual valuation. Stimulus pictures has been chosen consequently 76 pieces through the preliminary inquiry who are working at department store, franchise salesman, car salesman, insurance staff and other salesmen. The tool for visual valuations about suit style is composed of 7 points of Likert type by making 21 questionnaires from the preliminary study. Collecting data is 512 pieces are used to analyse. The duration to collect data was from August 5th to 20th in 2004 and SPSS statistics package program has been used. At first, main factors according to the visual valuation of formal style are Attractiveness, Having abilities, Uncomfortableness. In second, Good formal style shows more attractive and looks having more abilities than Bad formal style and less uncomfortable. In third, in the relations of Good-Bad formal style and demographics, there is meaningful differences according to gender, age, job, salary. In fourth, in the relations of a purchase purpose and visual valuations of formal style, for Good-Bad valuation, the first impression is the most important factor and it is likely to be related to the purchase purpose, on the other hand, the purchase purpose has related to impression the most. It has presented that Good-Bad valuation and purchase purpose have an influence on the factor of Attractiveness.