The Relationship Between The Forming Shape Of Diamond's Design And The Consumption Psychology

Along with the upturning of social economy and living standards in recent years, the totalvolume of imports and exports of diamond in China increases sharply, and China becomes thesecond biggest consumer market in the world. The purpose of this research is to national policysupport diamond market, and further to meet the needs of consumers to the diamond to providetheoretical and practical support by the research between the diamond's composition and theconsumption psychology.There are seven kinds of diamond's composition, which can be classified into concrete twotypes. One is mainly the composition underlining disciplinary and orderly form, and the changeof basic shape, containing five kinds which are repeat, similarity, gradient, emission andconcentration, proceeds in foreseeable order range. The other type, including comparison andvariation, is the one emphasizing the difference, change and contrast of dissimilar shapes. In linewith the consumer experience and consumer demand of diamond, and through the empiricalresearch of questionnaire method and so on, there are five kinds of consumption psychology ofdiamond which are revealing identity, expressing love, blessing, pursuing brands and high qualitylife, aspiring spiritual enjoyment and demonstrating individual character.Diamond's compositions mean something different. Repeat stands for rhythm of orderliness,similarity signifies rich common difference, gradient reveals regular transition, emissiondemonstrates extensity of innervation spread, variation embodies the unique personalitysubordinating generality, concentration reflects the density in motion, and comparison incarnatespersonality differences. However, the symbolization of diamond should fulfill consumerpsychology. Therefore, the writer analyzed the relationship between the two through designingquestionnaire, interviewing and investigating markets in Beijing, Tianjin and Shenzhen, andconducting data analysis.The results show that the relationship between the composition of repeat and similarity andthe meaning of aspiring pursuing spiritual enjoyment and revealing personality is notable, therelationship between concentration and delivering love and blessing is significant, that betweengradient and demonstrating identity is striking, and that between similarity and seeking brandsand high quality life is significant. Hence, to meet demands and consumer psychology ofdifferent consumers, diverse compositions of diamond should be taken into consideration, and themarketing of diamond should also be launched from the aspect of its design.