The appearance design of thermal-insulated drinking water containers was evaluated based on the theory and method of Kansei engineering, and then a reasonable method for product appearance design was explored. Eye movement data were captured by an eye movement equipment when testees were observing test pictures. The attention of testees to different product morphology regions and the influences of different product morphology regions on the product appearance morphologies were analyzed by using the method of dividing AOI(area of interest). The appearance design of thermal-insulated drinking water containers was evaluated from both eye movement data and questionnaire evaluation. The relationships between the appearance and the inclination of the containers’ body, the shape of the lid and the position of the trademark were obtained. The trademark is the most noticed by the testees. When the trademark is printed on the low area of the containers’ surface, its aesthetic level is higher than that is printed on the high area. When the shape of the cup cover is designed with a snap and a more delicate structure, its aesthetic level is higher than that with a simpler rotating cover structure. When the inclination of a container body tends to be vertical, its aesthetic level is higher. The visual cognition of users to thermal-insulated drinking water containers was highlighted, and the effectiveness of the eye movement test on product appearance design evaluation was verified.