The work aims to explore the process of semantic fractal dimension quantitative evaluation of visual perception characteristics of wood materials and the effects of different characteristics on the evaluation results based on analysis with Spss 24.0 software. The dimension of visual perception characteristics of wood materials was determined by literature research and expert investigation. The semantic fractal dimension evaluation scale was constructed by semantic fractal dimension evaluation. Through questionnaire survey, the evaluation results of subjects with different gender and professional background were collected. The results were analyzed by variance analysis tools. Results showed the color and gloss characteristics of wood materials were significantly different in five dimensions. The texture characteristics only had significant differences in the dimensions of aesthetics and environmental protection. The interaction of luster and texture characteristics had a significant impact on the dimensions of environmental protection and culture. The evaluation of wood materials by different gender subjects had significant differences in environmental protection and culture, while the evaluation of different professional subjects had significant differences in aesthetics, economy and culture. The visual perception of wood materials is mainly affected by color and gloss, and texture has little effect. Whether the subject is a design major has a great impact on the evaluation result. This quantitative evaluation method provides data support for the innovative design and application development of wood materials, and also assists design practitioners to grasp user psychology. At the same time, it opens up a research route for the application of other materials in furniture design.