理論探討
作者：王威
【Abstract】The coming of the network era representatives the changes on our lifestyle and also leads to changes on product design in the fu-ture. In this paper， through an analysis on the emergence and develop-ment of a unique affinity in product design， proposes that product de-sign should be based on ergonomics and aesthetics so as to create prod-ucts with high affinity and is helpful to our everyday life， joyful to our mood and harmony with the environment.
【Key words】Network era； product design； affinity
1.The characteristics of network era and its links with product design
Since 1990， Internet is developing itself in an unimaginable speed. Till now， the internet has already penetrated into every corner of the world. And the online world it has built has a more significant and profound impact on our human civilization even than the invention of television. It brings human civilization to a new course. The coming of network era represents the changes of human lifestyle.
Therefore， the direction of product design in the future will change and the product design will be the integration of physical and virtual world. The work of product design will be aimed at finding out the obstacles， problems in people’s real life， and by relying on the features and capabilities of internet， to create a product that could remove the barriers for people.
2. The impact of network era on product design
In such a network era， the functions and morphology studied by product design have to comply with the following consumption features of the network era：