The study was started with the analysis of kansei words which were related to beauty features for innovative crafted adornments design. It was based on the different aspects of esthetic sensibilities that were evaluated by experts’ professional experience. In this paper, from the experts’ viewpoints, the 5W1H and interpretive structural modeling (ISM) methods are used to find the hierarchy of kansei words of beauty and design routes. Then, the matrix based interpretative structure modeling (MSM) was conducted in this study to analyze the main sectional factors of design procedure in order to get the better design road map for creating the products to satisfy the consumer's desire.