Abstract: Nowadays, customer choice for fashion is shift from rational evaluation to emotional evaluation, the individual difference in emotional evaluation is paid more and more attention. Based on customer educational background, this paper compares the differences in emotional evaluation for fashion design between design-field group and non-design-field group. The results reveal: (1) emotional and overall evaluation variables for the same design are significantly different between two groups; (2) the effect of emotional evaluation variables on overall evaluation is varied from group to group; (3) emotional evaluation dimensions is varied from group to group; (4) the effect of emotional evaluation factors on overall evaluation is also varied from group to group. Based on the results, some related suggestions is put forward, furthermore, directions of future research is point out.

Key words: perceptual evaluation, individual difference, garment design, Kansei engineering, design management