目的 研究基于产品调性的互联网产品设计。方法 通过阐述产品调性的定义和内涵， 指出了其对于用户情感归属、 产品差异化和品牌识别的价值与意义， 并对互联网产品的品牌、 功能、 交互、 UI与文本这5个产品调性的体现要素进行了梳理与分析。结论 提出了基于产品调性的互联网产品的3大设计策略， 即确保用户情感归属与品牌内涵在产品调性中的统一， 保证产品调性与各调性体现要素之间的横向一致性， 以及坚持产品调性在产品迭代过程中的纵向一贯性。

Research the Internet products design based on the product tonality. Through analyzing the definition and connotation of product tonality，it indicated the value and significance of the emotional attribution of users，product differentiation and brand recognition， arranging and analyzing the elements of the product tonality of Internet products from the aspects of brand，function，interaction，UI and text. It put forward three main design strategies of Internet products especially based on product tonality， making the unity of emotional attribution of users and brand connotation；making the conformity of the tonality and the elements of it and making the consistency of the tonality in the product iteration.