Abstract: Because plenty of the existing one-dimensional KE models cannot express the users’
perception information of products comprehensively. The method of structuring multi-dimensional
perception information based on product feature deconstruction was proposed. Structured
Multi-dimensional feature space and emotional perceiving space by using the method of product
shape deconstruction; combined the theory of similarity, MDS and the K-mean CA to quantify the
image vocabularies and extract the typical emotional dimension; determined the main influence
factors with PCA. Finally structured the KE model of multi-dimensional variables by multiple linear
regression analysis method. Based on an example of the microwaves, proved the feasibility of this
method, and the result indicated that this method was more effective to lead product design.

Key words: morphological characteristics deconstruction, kansei image, design elements, multi-dimensional perception information model