This　research　evaluates　the　visual　features　of　different　hair　dryer　handles.12　home-use　hair　dryers　of　top　brands　in　market　were　selected　as　samples,　our　study　collected　40　most　suitable　adjectives　out　of　146　by　10　professional　consumers.　Then,　the　Semantic　Differential　Method　(SD　method)　was　used　to　design　the　questionnaire,　whose　results　were　analyzed　with　the　factor　analysis　method,　and　factors　were　renamed　afterwards.　The　statistical　data　from　the　market　questionnaires　were　carried　out　in　the　triangular　fuzzy　numerical　calculation,　and　the　evaluation　values　of　the　12　hair　dryers　were　generated　in　6　visual　images　respectively.　The　image　evaluation　values　for　different　handle　styles　were　trivial　in　terms　of　＇robustness＇,　＇simplicity＇,　＇lightness＇　and　＇interesting＇,　but　very　different　in　terms　of　＇novel＇,　＇safe＇,　＇healthy＇　and　＇elegant　qualities＇.　The　overall　shape　of　these　handles　has　several　similarities　between　each　other,　consumers　have　more　than　one　choice　for　each　characteristic,　such　as　NEUEO,　PHENIX,　Sima　or　Feike,　are　often　deemed　to　be　safe,　healthy　and　rugged.　Rowenta,　Superpower　and　Panasonic　tend　to　be　interesting,　personal,　simple　and　lightweight.　Povos,　Haier,　Sassoon　were　favored　for　their　elegant　quality.　The　study　helps　designers　to　set　up　the　product　image　cognitive　model　of　home-use　hair　dryers,　in　order　to　clarify　the　relation　between　customers’　needs　and　product　form.　©　2023,　The　Author(s),　under　exclusive　license　to　Springer　Nature　Singapore　Pte　Ltd.