In most cases, design solutions target users’ conscious requirements, focusing those needs and desires that people are normally aware of. However, people’s unconscious requirements refer to some unconscious needs that users could not list easily and implicitly. Daily behaviours happened spontaneously because we are familiar with the mundane activities and do not need to think of when operating. This study aims to find out the link between consciousness and unconsciousness behaviours in using everyday product, and contribute to the fundamental factors of behavioural design.
Taking a multi-disciplinary approach, including psychology, marketing, human behaviour, and product design, this research will focus on effective methods of guiding Chinese users' behaviours consciously and unconsciously through designed products.