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We intends to investigate the impact of the characteristics of mascots modelling on the emotional imagery based on the theory of perceptual engineering. Specifically, we used the method of semantic difference image cognitive analysis on representative samples by virtue of SPSS software, which completes principal component analysis and regression analysis, typical vocabulary screening, as well as extraction of projects and category of the project modelling using morphological analysis in combination with the theory of science I analysis the correlation coefficient. Eventually, we will translate user’s perceptual demand description into rational modelling characteristics, so as to acquire a better understanding of the correlation between mascots modelling characteristic and emotional image, all of which provide certain reference basis for designers.