In <The ugly duckling>, the children’s story of H.C. Andersen, the reason for that an elegant cygnet among the ducklings was seemed to more ugly than other ducklings is to estimate the appearance of cygnet under the formal standard of ducklings. When seeing some object, we see it with the existed concept of the object’s form. If the image all people recall commonly when reminding of some special product category was ‘archetype’, the reason for that a cygnet was seemed to ugly in the group of ducklings may be beside the duckling’s archetype. Archetype is started from the natural properties and functions of object and familiar to us because it has been exposed to us for a long time. But people feel unfamiliar to the strange things so when they see the objects which are against the order they have known, they may be under stress that the existed concepts arranged well are complicated. And these objects may be the ugly ducklings who cannot gain people’s affections.But, if there was some reason for the different appearance, if the design known by the ugly duckling was the product of other archetype on acquaintance and if it was the entirely new concept created, it will be more dramatic than the recovery of cygnet.