Fan hao

【Abstract】 The class structure of modern Chinese society has taken initial shape， which contains complex personnel and different social resources. In the context of “design stratification”， for the audiences psychological studies should be put in important position， by the method of communication and psychology to the design of the audience to accept activities in-depth analysis，from the audience to accept need，motive，psychological effect and psychological tendency to four aspects carries on the analysis， eliminate design communication barriers and misunderstandings，finally realizes the benign interaction of designers and the audience，so that the design can more effectively serve the social construction，make a design as a kind of communication activity can truly realize effective communication and information dissemination from all walks of life.

【Key words】design layering; Audience psychology; Design for dissemination; The benign interaction

【作者簡介】Fanhao， Qilu University of Technology Shandong.

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 audiences 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.” 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 thepsychological 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 audiences psychological needs is the primary task of design

All human activities are to meet needs， design activities are no exception. Todays design has been able to basically meet peoples 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.

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

Motivation is an individuals 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

“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”.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 audiences mind”.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.

（4）The audiences 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 audiences individual psychological acceptance of the design，while the influence of factors from the designer level is not obvious.The audiences psychological tendency mainly includes general psychology， individual psychology，forward psychology and reverse psychology. Each different audience psychology is mainly related to the audiences own education level， social environment， product expectations， temperament， age， region， nationality and other background.Designers should be good at taking advantage of the audiences psychological tendency to design activities.