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In the past, the design of CNC machine tools focused on their functional aspects and was hard to acquire any resonance with customers. Nowadays, despite the needs of low-price and high-quality machine, more and more customers request a good-looking machine. Regarding this, our study aims to provide a novel approach based on the combination of Kansei engineering and support vector machine scheme to determine the best design combination of product form elements of machine tools for matching consumer-preferred product images. Furthermore, for practical consideration, a user-friendly design expert system is developed and an example of new-designed machine tool out-looking based on this system is demonstrated.