In order to accurately reflect the uncertainty of consumers' perceptual perception, this paper describes consumers' subjective judgment with hesitant fuzzy linguistic terminology set, analyses its operation rules, and constructs hesitant fuzzy CWW(computing with words) model. The case study shows that the aggregation of consumers' perceptual preferences in hesitant fuzzy terms and the realization of information aggregation through linguistic computation can help accurately reflect consumers' subjective perception, reduce consumers' uncertainty in perceptual judgment of packaging shape and support industrial designers to deal with consumers’ kansei opinions more accurately.