The arti cles outlines some of the ideas Of S. Freud, which could help us better understand the current product design and the shift of design paradigms. This shift can be observed in the gradual replacement of impersonal typical products, that emerged in 1920s, with designing products specifi cally targeting certain groups such as children, women, etc. The use of Freud’s ideas in design can signifi cantly transform object environment and everyday culture of human beings.