The enduring appeal of ceramic products in history comes from its practical and aesthetic values. This unique charm cannot be replaced by other products and is also an important reason to attract consumers. Finding consumer’s emotional preferences plays a significant role in product development. However, research which has empirically documented the link between user emotional demand and ceramic product design strategy is scant. This paper attempts to investigate how the constituent elements of ceramic product affect user’s psychological feeling, and clarify the relationship between various kinds of ceramic products and user emotions. The purpose of this study is to build guidelines in order to provide design strategies for designer. Evaluation Grid Method was used to find out the attractive factors and proposed some important abstract and concrete features for ceramic product. Quantification Theory Type I was conducted to identify potential relationships between ceramic product and users. results of this study depicted the attractive factors for ceramic product and showed how various ceramic products appeal to people with detailed and hierarchical information, which can be design strategies for manufacturers and thus improve the positive emotions experienced by users.