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The product identity is an important topic in modern design. However very little research on the cognition of product identity based on consumers' image and design model has been reported. This article has proposed the cognition concept of the product identity image, and analyzed the main method based on the image cognition. According to the features of the product identity, this study has employed some quantitative relation experiments such as semantic differential (SD), eye track observing, and qualitative analysis methods such as oral description, metaphor analysis, extracted the key features which affect the image identification and image cognition, and formed the feature database and the rule database of the image inferences. Taking this as the foundation, the study has established the prototype design model of the product identity from the input to the output, carried out the dual appraisals and the revision to the inference results using the identification model and the consumer model in the later period, and ensured the correct output.