In my previous research (1986), I considered a general characteristics of a visual image of products. There were really many difficulties in designing all kinds of needs in compliance with the all of their requests in order to satisfy consumers. In addition, under the characteristics of goods, the consumers seem to choose an opti$$mu$</TEX> comulcornerbinations after considering the combinations of trade-off. Therefore, this study that selected a watch as an object on this study was analyzed a Design Assessment Structure under the trade-off. As a result of this research: First, an effect of a negative superiority appeared under the trade-off condition among ifems when consumers purchased products. Second, these four items were extracted from the eight items which were suggested in this study through an analysis of factors. Third, the three courses were conformed when a consumer purchased a watch. Fourth, in the all kinds of goods, the price which was considered as an important point was not important item ina relation to a purchasing behavior. According to the concomitant effects, we figured out these four items, that is, form, thickness, readability and wearing and its have to be considered a lot when designing a watch.