Abstract: In order to reveal the internal relationship between the morphological features of Chinese characters and the
emotional images of the audience, a relationship model between the morphological features of Chinese characters and
the emotional image was proposed from the perspective of visual cognition. First, the design elements of Chinese
character font stroke shape were analyzed to construct its project and category table using the morphological analysis
method. Then, the K-means clustering algorithm was employed to select the representative emotional image words,
and a semantic difference (SD) questionnaire was issued to obtain the emotional image scores for each font sample.
Finally, the multiple linear regression method was used to establish the relationship model between the design
elements of font stroke shape and emotional images. From the coefficient of the expression, the influence of each
morphological feature element on the emotional images can be analyzed. The model can provide technical support for
the image positioning of Chinese character font design, and provide a new idea and method for the relevant research.
It is applicable to the practice in the field, and the results show that the method is of high feasibility and reliability.

Key words: Chinese characters, morphology, kansei engineering, image, multiple linear regression