Under the background of ＂design stratification＂ the attentio

　　Under the background of "design stratification" the attention should be paid to the study of audience psychology

Design psychology is an important aspect of the design theory research, but most of the time on the study of design psychology or stay on to design the product function, appearance, colour for the study of the influence of the audience, with little real from the audience's own psychological activity, psychological demand and psychological tendency to are discussed. Through the study of communication, especially the audience psychology, it can be found that the audience, or consumers' psychological activities and psychological state have a decisive impact on their final choice. Social stratification makes the changes in audience psychology more complex and diverse, therefore, to make the design concept or design products more effective dissemination or circulation, the study of audience psychology is more urgent.

1.Design is a communication activity

In essence, design activity is a kind of human communication activity. The task of designers is to improve the quality of information dissemination, enhance the power of information dissemination. The progress of science and technology cannot directly improve the quality of information, nor will it necessarily make the flow of information more effective, while the acceptance of design form and design concept by the audience often becomes the decisive factor for the success of design.

"When the individual information receiver is exposed to the mass media and receives the information work alone, it is the role of consumer, decoder, participant, feedback, with the essential characteristics of passivity and initiative." [shao peiren, communication [M] higher education press, 2nd edition, June 2007, page 277.] Due to the differences in family conditions, social environment and value orientation, audiences will show different attitudes towards the communication activity of design, which will directly lead to the stratification of design. If we want to stratify the research design more accurately, we must conduct the research on the  psychological level of the audience.

2.Audience psychology research is the key link of design stratification

Designers will inevitably face a variety of social contradictions when designing products. It is necessary to alleviate social contradictions through rational and scientific analysis of design stratification. How to communicate well with the audience is undoubtedly the key to solve this problem. Communication is based on mutual respect and understanding. Therefore, psychological research on design audience is the key link of design stratification research. The acceptance needs, motivation, psychological effect and psychological tendency of the audience are the important factors influencing the design acceptance, and also the important contents of the study on the audience psychology.

（1）Satisfying the audience's psychological needs is the primary task of design

All human activities are to meet needs, design activities are no exception. Today's design has been able to basically meet people's physiological needs, and the audience is more to pursue the safety needs, social needs, dignity needs, self-realization needs given by design. Therefore, only by understanding the specific needs of the audience under specific conditions and designing the content and form corresponding to this, can designers make the products they design be recognized and accepted. There are various ways to understand the needs of the audience, such as sampling survey, questionnaire design, content analysis, control experiment, etc., which can be used as a way for the designer to communicate with the audience.

When designers have a deep understanding of the audience's psychological needs, they can take appropriate ways and certain steps to improve the audience's enthusiasm to accept the design, so as to make their own design more acceptable. For example, designers can first use advertising design to stimulate the demand, so that the needs of the audience can be expressed and displayed, then designers can adapt to the demand through product design, and finally meet the needs of consumers, so as to complete a benign interaction between design and demand.

（2）Correctly grasping the motivation of the audience is the key link of design

  Motivation is an individual's intention, desire, ideal, belief, etc., to promote an activity. As a design activity serving the public, correctly grasping the motivation of the audience can make the design activity achieve twice the result with half the effort. The real driver of design acceptance should come from the recipient of the design itself. Whether external motivation or internal engine, surface motivation or deep motivation, the designer should be accurate grasp. If you want to make your design more in line with the audience psychology, the research on the deep motivation of audience design acceptance should be in an important position.

（3）The psychological effect of the audience determines the acceptability of the design

"Audience's psychological effect refers to the influence of some psychological phenomena in communication activities on the communication process and effect" [shao peiren, communication [M] higher education press, 2nd edition, June 2007, page 293.] In terms of design activities, it is reflected in that designers engage in design activities through the common psychological effect of audiences, thus achieving a wider range of influence. The psychological effect of the audience mainly includes prestige effect, "name card" effect, halo effect and conformity effect, etc. Designers should be good at choosing and utilizing different psychological effects of the audience according to different design situations and designs.

"In communication activities, when the audience places the communicator or information source in a position of high authority and reliability, such identification will turn into belief in the information content" [shao peiren, communication [M] higher education press, 2nd edition, June 2007, p. 294. Therefore, "the generation of the prestige effect of audience psychology mainly depends on the prestige and status of the communicator, communication organization or information source in the audience's mind" [ii.above]. . This audience psychology can be used as an important reference for design activities. When a designer or design company wants to convey a serious, social concept, it can adopt a more formal design. Such as high-grade car itself is to satisfy consumers' desire for status or power, when consumers have intention to buy, he want to know is the stability of the vehicle, massiness, he pursues social recognition of him, as a result, consumers will not choose to instead the public car, but choose the high authority, the proportion of big brand. For another example, in the environmental design of churches, courts, conference centers, etc., high authority, high reliability and even serious design will make the audience spontaneously develop a respect for religion, law and conference, and all kinds of activities carried out on such occasions can achieve the desired goal.

The "name card" effect in the audience psychological effect depends on the study of "design stratification". Designers need to envision the audience have a more comprehensive understanding, understanding of what they can accept and the design concept of familiar with and love, and then quietly into their design concept, make consumers believe that a designer and its view is the same or similar, the designer as their "own", is helpful to eliminate the audience's defensive psychology already so, also can make their own design concept is recognized as soon as possible, form a harmonious communication atmosphere. In fact, the "name card" effect in the audience psychology effect has been widely used in design practice. For example, nowadays, female designers are often employed to carry out packaging, marketing and promotion activities for female products, so as to shorten the distance between designers and consumers and make the design more acceptable. And college student supplies is to dormitory, classroom as the product design background, so that college students have a kind of psychological identity for student supplies.

Halo effect is widely used in design. "Halo effect refers to the tendency of receivers to extend certain impressions of cognitive objects to other aspects without analyzing them, so as to obtain the overall impression of all good or all bad" [shao peiren, communication [M] higher education press, 2nd edition, June 2007, p. 295]. . Corporate image design is the most extensive application of halo effect. Enterprise image recognition system, including concept identifying, behavior recognition, visual identity, product in concept design, image design, logo design, website design aspects of audience's perception must pay attention to integrity, attention to cultivating the consumer in the design of the product and promotion for the brand recognition and trust, which makes the design concept and product enterprise is more simple, quickly accepted by the audience.

Conformity effect is also a psychological effect often used by designers in design activities. Although history there have been "pop movement" such as the pursuit of novelty design activities, it has become a trend, but also because a number of the herd mentality of young people, of course, this kind of the design of the formalism trend has not formed a design, it also demonstrates why as individuals in the audience in the information received by consistent with most people's psychological and behavioral tendency of countermeasures, in contrast to the social most of the psychological and behavioral tendency of design activities, although can in a short period of time to form a trend, but ultimately difficult to form the influential design style.

（4）The audience's psychological tendency is an important reference to design stratification

The audience will have different psychological tendency in the design acceptance, which is different from the psychological effect of the audience. It is more reflected in the audience's individual psychological acceptance of the design, while the influence of factors from the designer level is not obvious. The audience's psychological tendency mainly includes general psychology, individual psychology, forward psychology and reverse psychology. Each different audience psychology is mainly related to the audience's own education level, social environment, product expectations, temperament, age, region, nationality and other background. Designers should be good at taking advantage of the audience's psychological tendency to design activities.

The benign interaction of design should be realized under the background of "design stratification"

3.Under the background of "design stratification", the benign interaction of design should be realized

Design activity is actually the communication between people, which can be regarded as a communication activity, which is expressed through concrete objects. Stylist is in design of products, consciously or unconsciously to join his own values, and consumers as the design of the audience, his heart structure is bound to be affected to the design, but also in intense or conservative way for design feedback, therefore, under the background of "design stratification" should attach great importance to the positive interaction of designer and the audience.

Under the background of "design stratification" benign interaction of designer and the audience should not only stay on the level of audience psychological understanding, more important is to build a new designer and audience communication mechanism, allowing designers to really understand the audience to think, rather than behind closed doors, only on the theoretical analysis of audience psychology.

This puts forward higher requirement to stylist. Designers should not only go out for social investigation, but also analyze the audience's psychology, pay attention to the audience's psychological changes, needs changes, emotional changes, so as to their own design concept, design works for innovation, so that they can better meet the needs of the audience. At the same time, it is necessary to establish a communication mechanism to make the audience's psychological activities as complete as possible in front of the designer, so that the designer can get more reliable reference. Only in this way can the psychological research of the audience be more reasonable and the design communication under the background of layered design be more effective.