To understand the user's perceptual needs more accurately in design, a product form design method based on semantic difference method is proposed. Through the selection and establishment of kansei image vocabulary, the selection of samples and the establishment of kansei image semantic and morphological feature mapping model, information entropy is introduced to obtain the evaluation information entropy of user image. Value, as the constrained design of kansei image semantic quantification, has carried on the innovative design to a wine bottle, preliminarily verified the feasibility of this method, provides the reference for the innovative design of distilled wine bottle, and also provides a new method for reducing trial error of design and stimulating innovative ideas of designers in the early stage of product design.