In view of the inconsistency between the potential design intent and actual user perception in the design process, based on the objective and quantified experimental results, the paper aims to study the perception differences of the products from the participants with different backgrounds according to the designer's intent. Based on Semantic differential-SD experiment, eye tracking technology and retrospective interviews, using the chairs as experimental samples, 42 participants were conducted product semantics matching experiment. The data about participants’ perception of product features and the image decision-making process were recorded and analyzed to compare different attention patterns. Generally speaking, the participants with industrial design backgrounds have the higher matching degree to product semantic perception. When the semantic matching degree between different backgrounds, the gaze points of design features are different. And all participants with different backgrounds pay more attention on the back and surface of the chair.The results show that user’s attention to product features is related to the perception of the generated imagery, and the relationship can be described objectively with eye tracking technology. It will help to understand the perception differences between users with different backgrounds, and support designers to operate design features in a targeted way in the innovative design.