Abstract: A method of mapping customer's Kansei cognition to product shape features is proposed to address the problem how to use customer cognitive knowledge to support product shape design.A relationship model between the elements of shape features and customer's cognition is presented based on the characteristics of customer's Kansei cognition involved in product shape design.Then the customer's Kansei cognition identification and similarity analysis are achieved by feature matching,which takes cognitive behavior as standard.Furthermore,a mapping model of customer's Kansei cognition and product features based on fuzzy cognitive map is put forward,and ant colony clustering algorithm is used to determine the structure and adjacent matrix of fuzzy cognitive map to acquire customer's Kansei cognition.The validity of the model is illustrated by an case.