In order to solve the problems of ambiguity, uncertainty and lack of innovation in the process of product modeling style innovation design, this paper conducts a study of innovative design methods for product styling from a prototype perspective based on prototype theory. By introducing the prototype theory approach, it provides guidance for the whole process of innovative design of product styling from a macro view. Firstly, product styling is classified based on perceptual imagery; Secondly, design morphology analysis is combined with dispersion analysis to extract prototypical features of product styling, and the weights of shape elements in product styling are analyzed through joint analysis to identify the prototypical features of key styles; Lastly, in combination with shape grammar, it carries out innovative design of product styling. Taking the elegant car front face as the research object, its design scheme inherited and innovated some of the shape features on the basis of the continuation of the product style, forming a brand new car front face. The evaluation result of the design scheme shows the feasibility and practicability of this method in the innovative design of product style.