The profession of designer has been specialized for about one century, but, how does design come out from the development of capitalism? Critique of commodity aesthetics : appearance, sexuality, and advertising in capitalist society , written by Wolfgang Fritz Haug in 1971, argues that design and advertisement are deceptive. However, how does this happen? How are consumers taken in? first, money mediates the exchange procedure of things, thus there are unified quantitative standards among different commodities. Secondly, people's sensuality correspondent to products splits up to become quantified, evaluative and comparable, with the result that there emerge images of use value of products -‘commodity aesthetics’which can be recognized and fascinated by potential users. Finally, design, advertisement, further channels and types of sales become means to please people. So, the sensory organs of human are reconstructed by capitalism. For Haug,‘design’is equal to‘fashion design’, Through the notion of commodity aesthetics proposing by Haug, it would be possible to explicate the constructional function of industrial design in the development of capitalism: to prevent the mechanical mass production and rapid extending market from conflicting, capitalism disciplines consumers by way of design practice, so as to promote faster circulation of commodities. Thereby people are forced forward by waving fashion.