Abstract:  With the entry of present era of highly competition and homogeneity, product-based differences are becoming smaller and smaller, and traditional communication with consumers is faced with new challenges. For this reason, more and more leading global innovation enterprises are paying more and more attention to design-based innovation as their main competitive strategy, and design-driven innovation as the third innovation mode besides traditional technology promotion and market pull has attracted more and more attention. At the same time, this study further points out that product semantic design is the essence of design-driven innovation, that is, design achieves innovation through product semantic creation such as symbolic, emotional and formal beauty, including color, shape, material, mechanism, and based on the internal relationship between "form" and "meaning", which can make the design credible and have a clear basis and source.At the same time, this paper makes an in-depth analysis of the micro-perspective of design-driven innovation, and puts forward a full conceptual model of design-driven innovation (aesthetics, style and user insight) for perceiving emotions and purchasing intentions, and word-of-mouth communication. On this basis, the research framework of design-driven innovation is constructed. Based on 191 questionnaires, the internal mechanism and action path of design-driven three dimensions (aesthetics, style and user insight) on perceived emotional value, purchase intention and word-of-mouth communication are analyzed. This study finds that design is of great significance for manufacturing enterprises to improve their ability of independent innovation, product and brand added value and transformation and upgrading. The main conclusions and enlightenments include:First, the aesthetic dimension of design and perceived emotional value have no direct impact, while the style dimension of design has the most direct impact on perceived emotional value, followed by the user insight dimension of design. It can be seen that design or design semantics are no longer simple appearance beautification, but go beyond the usual understanding of design meaning, and further evolve to style construction and user insight. That is to say, as the post-90s and post-00s consumer groups become more and more mature, they have their own special understanding of the brand, and tend to pay attention to their own style, tonality, lifestyle, and even value orientation. To this end, we must achieve and transfer through design, and visualization, complete the product "utensils" level and life, through design to achieve dialogue with consumers. Only in this way can we really grasp the hearts of consumers.Second, user insight has a direct effect on word-of-mouth communication, followed by style dimension and aesthetic dimension. User insight, what matters is the details that really touch consumers' emotions. If consumers are impressed, they will subconsciously accept product or brand information, and actively participate in interaction and experience, including social media forwarding and word-of-mouth communication, so as to work with brands to achieve common value.Third, relative style and insight dimension, aesthetics has a greater direct impact on consumers' purchase intention. Of course, the biggest impact on purchase intention is perceived emotional value. It can be seen that, on the one hand, aesthetics or "face value" can still motivate and stimulate consumers' desire to buy; on the other hand, consumers purchase products, expecting more emotional pleasure from product consumption, which is why users choose the deep-seated psychological and cultural demands of the product, consumers need to change from satisfaction with the product to spiritual satisfaction.

Key words: design driven innovation, aesthetics, style, user insight