Abstract: Along with the development of science and technology in the modern society, consumers’
demands and preferences are also changing. Purple clay teapot represents a treasure of China's
traditional culture. Against the background of modernization, how to inherit and innovate purple clay
teapot to better meet the needs of the younger generation of consumers is increasingly significant. This
study anchors on the correlation between the morphological elements of traditional teapots and visual
images by means of sensible engineering. The factor analysis method is used to extract the
morphological image vocabulary suitable for traditional teapots, and then the five types of user's visual
morphology image for teapots are summarized. Using quantification theory type I to analyze the
influence weight of various morphological elements of traditional teapot on visual imagery; propose the
ranking table of the influence of traditional teapot morphological elements on the five visual form
images, which provides reference basis for the innovative design of traditional teapots by relevant
personnel to grasp the appropriateness of innovation.

Key words: quantification theory type I, traditional culture, visual image