Optimising　affective　design　based　on　customer　needs　help　to　earn　competitive　advantages.　However,　affective　design　has　been　studied　qualitatively　and　the　value　of　online　opinions　providing　affective　design　ideas　has　not　been　exploited　deeply.　To　fill　this　gap,　a　framework　is　proposed　to　reveal　customer　affective　needs　from　a　perspective　of　the　Kansei-integrated　Kano　model.　Firstly,　inspired　by　Kansei　Engineering,　customer　affective　emotions　are　extracted　contextually　from　online　reviews.　Next,　related　product　features　are　positioned　based　on　syntactic　relations　and　a　clustering　algorithm.　Enlightened　by　the　Kano　model,　product　features　are　prioritised　based　on　affective　emotions　to　show　their　importance　on　customer　satisfaction.　Finally,　experiments　with　practical　data　are　illustrated　to　evaluate　the　effectiveness　in　innovative　product　design.　Take　smartphone　for　example　and　camera,　material,　aesthetic　design,　safety,　service,　physical　interface,　and　price　are　found　to　be　attractive　features　in　this　study.　Additionally,　product　reviews　are　transferred　into　a　structured　format　by　analysing　affective　emotions　and　corresponding　features.　It　provides　a　straightforward　perspective　on　affective　needs,　which　facilitate　new　product　design　by　including　innovative　design　ideas　and　the　proposed　KE-integrated　Kano　model　helps　to　capture　customer　affective　needs　and　give　inspirable　insights　for　affective　design　from　the　viewpoint　of　companies.　©　2021　Informa　UK　Limited,　trading　as　Taylor　&　Francis　Group.