Abstract: In order to design the products that meet consumers’ affective needs, the product
image form design method based on conjoint analysis is proposed. Firstly, multidimensional
scaling and cluster analysis are chosen to ascertain the typical samples, and the attributes and
levels of them are identified through morphological analysis. Secondly, product kansei images are
determined via factor analysis, and then are integrated by form attractiveness. Based on this,
correspondence analysis is used to explorer the relationship between kansei images and attributes.
Finally, conjoint analysis is applied to build the mathematical model between them. An
experimental study of office chair is conducted based on the presented method, and the results
suggest that this method is valid and feasible.

Key words: industrial design, form design of product image, conjoint analysis, office chair