新经济时代的特点是消费趋势变幻莫测,消费需求更加模糊。这些消费特点,决定了产品在设计上,特别是在外观上要吸引消费者,把握住消费者的心理,另外,产品的实用功能要满足消费者的需要。这就对产品设计师提出了更高的要求,产品设计不仅要满足消费者的使用需求,更要对精神消费的关注。文章从消费心理和设计规律两方面做了论述,以期对消费心理与产品设计有更全面的认识。 The new economic era is characterized by unpredictable trends in consumer spending, consumer demand is more blurred. These consumer characteristics determine the product design, especially in appearance to attract consumers, to seize the consumer’s psychology, in addition, the practical function of the product to meet the needs of consumers. This puts forward higher requirements for product designers, product design not only to meet the needs of consumers, but also on the spirit of consumer concern. The article elaborates from the aspects of consumer psychology and design law in order to have a more comprehensive understanding of consumer psychology and product design.