Speaking and design belong to the rhetorical activity of creating the world. The rhetorical differences between China, the West and Japan are also reflected in design culture. The design rhetoric in China, the West and Japan can be expressed as: form follows ethics, form follows function, and form follows feeling. The "form follows ethics" model is characterized by "the relationship between man and man determines the form of things"; the "form follows function" model is characterized by "the relationship between human and things determines the form of things"; The "form follows the feeling" model is characterized by " the relationship between man and his own human nature determines the form of things ". These three models are respectively based on the three dimensions of goodness, truth and beauty. Unity is achieved when they are reduced to human senses of freedom.