| Currently consumers have been in an era called Kansei consuming in which our decision in consumption is usually based on Kansei demands. As the key of taking chance in marketing is that understand the Kansei demands of users, designers, engineers or managers try best to make products to satisfy consumers’ emotional demands. As daily transportation in people’s working and social life, cars are expected to be a reflection of user’s individuality, taste and emotion and to satisfy user’s emotional demands by its interior and exterior. In addition, researchers states that comparing with other exterior features the car’s front face has a most important impact on its overall Kansei Image.So in this paper, we try to apply the features and rules of expression of certain Kansei Image of Nuo Mask to the car front face design based on the research and analysis to features and rules of expression of certain Kansei Image of Nuo Mask. First of all, we should acquire the users’ emotion demands based on the analysis of user’s Kansei image that users are most interested in, using Kansei Engineering technology and cluster analysis. Secondary,we research the features and rules of expression of certain Kansei Image of Nuo Mask,collected in museum and books which include Nuo Tang Opera mask, AnShun Local Opera mask and Tibetan Opera mask, using Kansei Engineering technology,factor analysis and Comparative Analysis. Thirdly, we build the KE-Model of Nuo Mask of "fierce" image based on 16 specific features,deconstructed from Nuo Mask according the analysis above,and Kansei Image points of Nuo Mask samples. Fourthly, we analyze the features of car’s front face briefly. And at last, two different car front faces of "fierce" Kansei Image were designed which draw some inspiration from the features and rules of expression of "fierce" Kansei Image of Nuo Mask. In some way, this paper has a practical significance in the method and pattern aplication of national characteristic image in modern product design.
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