Product development typically refers to all of the stages and in other words, product development incorporates a product’s entire journey. There are two main factors in product development. The product value itself and the relationship between product and user. The basic perspective of a product’s value is concept generation, an early design thinking in product development. The gap analysis suggested that consideration must be taken on the human judgmental process and desire (emotional) in concept generation. Human are end user and their opinion is essential. This correlation can be matched towards user satisfaction as an additional demand feature towards product value. To enhance the approach, the research gap suggested the influence of visual and linguistic context in concept generation would lead to the user decision. Car centre console product is used as a case study. The data is analysed and identified using the mathematical decision-making approach, Analytical Hierarchy Process (AHP). The results showed that Design No. 3 is the best design choice among respondents. It gives the emotional feeling of simple (in emotional word) while looking at the product. This design also significantly correlates with the emotional word (simple) at the value of 0.663, p < 0.05. The results also indicated that the design elements (features) in Design no. 3 are the main priority in design consideration towards the car centre console.