The research of individual differences in perception of product appearance design is conducted by investigating 627 college students from the viewpoint of individual differences in personality psychology based on the subject of iPhone design. The results show girls are more sensitive than boys in the appearance of the product design, liberal arts students are more sensitive than science students, third-year liberal arts students more sensitive than second grade and first grade, while students from rural family with poor economic status are less sensitive. The results show products designed for women and older consumers should focus more on details and beauty, while the products for people with science and engineering background should highlight the rough design style. Enterprises should adopt differentiated product designs in developed and underdeveloped regions.