The Mood Subdivision Of The New Middle Class’s Design Values

This article firstly analysis the features of the three deferent consumption models and consumers, based on the economic types and eras. And then, sum up the conclusion of coming of mood consumption era and the impaction on the design. On the other hand, by analyzing the human emotions, moods, as well as the theory of consumer segmentation, the article summed up the mood realistic model of segmentation. Following, the article elaborate on the definition, emergence and significance of the new middle class, by the analyzing of the social classification.Based on such theory, the article summed up the design values of the new middle class by analyzing the growth and life style of the new middle class. Additionally, the article segment these design values by the theory of the mood segmentation. Finally, by case study summarized the results of the research of accuracy and applicability.This article summed up the design values of deferent moods in the background of mood consumption, and look forward to the application of the results while designing for the new middle class to get close to their emotion needs.