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In recent years, the relationship between consumers’ affective responses (CARs) and product form features (PFFs) has been an important issue in the industrial design field. Responding to consumers’ feelings towards a product’s appearance, CARs are usually presented in the form of a choice of adjectives. Based on the Kansei Engineering (KE) concept, this study conducted Clustering Analysis (CA) and Procrustes Analysis (PA) to find the CARs of a product’s shape, and compared the results of CA and PA. In the initial stage of the study, 75 samples of mobile phones were collected from the Taiwan market place. Twenty-two pairs of adjectives describing the cell phones were used for a Semantic Differential (SD) experiment. Two-stage clustering was implemented to find the clustering segmentations of the affective responses according to the factor loading from the Factor Analysis (FA), and to obtain representative …