To promote the brand image of cosmetic to the female consumers, the important designs attributes, the figure images, reflecting the feeling and symbolic meaning of feminization were adopted frequently in advertisement design. To explore the influence of figure image of poster on consumers’ evaluations on preference, attention and emotional, a case of poster design was discussed in this study. Hence the impact of figure design attributes, the pose of face, facial expression, the proportion of face appearing in the poster, and the gesture, on consumers’ evaluations was also discussed. Ten adjectives related with the expecting emotion expression of female consumers for cosmetics were adopted to evaluate the consumers’ emotions. The result indicated that consumers had different levels of preference, attention and emotional evaluations on poster with different figure image designs. The factor of pleasure with higher impact on consumers’ preference, and the strength factor with higher impact on consumers’ attention evaluation, they both are important emotions for poster design. While the results of the Quantitative Theory Type Ι pointed
out the relationship between design attributes and the emotion factors of pleasure and strength. It was confirmed that the presence of a figure with pleasant facial expression and gesture on a poster capable of
arousing the feeling of pleasure in consumers, and ‘pose of face’ and ‘the proportion of face appearing in posters’ have greater influence on the perceived poster strength. According to the research result, it can
provide the figure design guidelines of poster designs for designers and cosmetic industry on promoting emotional image of brand/product to achieve the effective communication.