Abstract: Aiming at improving design in an optimal manner, the method of product form image based on genetic algorithm is presented. Firstly, users’ implicit product image information are extracted from semantic differential method, product form features acquired through multidimensional scaling and mor- phological analysis. Then the relation between form features and image words are quantified by quantification I. The optimal design is advanced through genetic operation, in which the objective function is decided by analytic hierarchy process. Results of the example in designing mobile phone indicate that this method is reasonable and practical.

Key words: Analytic hierarchy process, Genetic algorithm, Product image, Quantification I, Semantic differential method