当代中国经济处于高速的发展期,物质的繁荣使得人们开始趋于对精神世界的追求。在品牌林立的今天,无印良品从虚无的审美观出发,带给人们“这样就好”的满足感,触发了人们对于优雅质朴生活的追求。本文通过对无印良品的解读,试图探索节制化设计的社会价值以及设计师对于引导理性消费观构建的责任。 With the rapid economic development in contemporary China, material prosperity has led people to start their pursuit of the spiritual world. Today, with its brand name, MUJI embarks on a nihilistic aesthetic concept that gives people a sense of satisfaction such as “this is good,” which has triggered people’s quest for an elegant and simple life. Through the interpretation of Muji, this article tries to explore the social value of the temperate design and the designer’s responsibility to guide the construction of rational consumption.