Due to the uncertainness and fuzziness of image evaluation on product form, many fuzzy multi-criteria decision making approaches are applied in this fields. Fuzzy linguistic is usually used by expert to evaluate the importance of the criteria and to rate the alternatives; hence, we integrating fuzzy linguistic based analytic hierarchy process methodology to image evaluation of product form. Trapezoidal fuzzy number and 11-scale linguistic variables were applied in this model. The proposed approach started by a web-based image evaluation system, and then target products were extracted and divided in many design characteristics. Fuzzy linguistic based AHP was applied to generate the critical forms that ordered by vary image adjectives. A case study of mobile phone design was demonstrated the effectiveness.