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.