Abstract: To evaluate products by using Kansei words,an approach was introduced based on fuzzy Dempster-Shafer theory(DST) in product Kansei evaluation system(KES).Kansei knowledge is represented as "if-then" rules,and evidences are composed of form features of products.The objective set represented by Fuzzy Set is defined with Kansei vocabulary and its relative semantic difference(SD) scale.The ultimate reliability of Kansei knowledge and Kansei evaluation of the products are acquired through a rule combination algorithm based on fuzzy DST.The proposed method was applied successfully in Auto-front-view conceptual design case.