A combination of behavioral and electroencephalogram (EEG) experiments was adopted to analyze the effect of appearance characteristics (shape, color, material) and its familiarity (low, medium, high) on product identity. Before the experiment，subjective evaluation data from participants were obtained through questionnaires and hypotheses were proposed. The EEG experiment is based on the classic learning-recognition paradigm，with the experimental materials of 3(shape, color, material)×3(low, medium, high) hybrid design. The results show that low and high familiar color characteristics, low familiar shape characteristics, and high familiar material characteristics can enhance product identification degree.