PurposeIt is desirable that shape appeal in craft design takes people's cultural and emotional influencers into consideration. Five Royal Lords worship, prevalent in the southwest coastal part of Taiwan and a source of religious and spiritual support to the local residents, offers such a shape appeal. This study takes the design of Taiwan's cultural handicrafts as the main point of discussion and uses Kansei engineering with semantic technique to promote the linkage between shape and the mental image of the Five Royal Lords' headwear. There are only two types of traditional headwear for the Five Royal Lords: the Imperial Crown and Lord Crown, despite the different personal characteristics of the five deities. This study aims to design a crown for each that matches their individuality.Design/methodology/approachIn the first stage of the research process, the Kawakita Jiro method was used to arrive at appropriate descriptions representative of the deities' individuality. Fuzzy set theory was then applied to convert the relationship between the representative descriptions and headwear shape features into a quantitative one, after which the headwear could be redesigned and validated.FindingsThe study results show that: (1) analysis of the relationship between shape features and representative deity descriptions offered guidance to the redesign. (2) A method combining fuzzy theory and description terms could generate quantitative data that helped to provide design suggestions and result validation, supporting both scientific rationality and designers' sensibility. (3) The validation revealed that the redesigned headwear was better than the original headwear.Originality/valueThe study successfully established a design and development process featuring collaboration by folklore experts, designers, craftspeople and worshippers, and helping to promote new cultural product development. The success of the research process can serve as a reference to the development of other different products with shape features.