Abstract：Based on the qualitative information of design awards and the interview data from 25 users，this study proposed a “product design-product character- attributive analysis- design image” framework by adopting grounded theory. This framework revealed the managerial meaning of product design, explored the intermediate mechanism of users perceiving product design，and reflected that the user perception of product design is a “product image” that includes aesthetic impression, function, ergonomic experience, symbolic meaning and semantic association.
