Product personality assignment is an approach which was developed by Philip Design (Jordan, 1997). The concept of product personality comes from symbolic meaning of the product. This symbolic meaning which refers to physical product itself and can be described by human personality characteristics is called product personality (Jordan, 1997; Jordan, 2000). Consumers not only consider products in terms of their functionality but also often thinking about product’s personality like human beings (Govers et al., 2004). Role of product personality on product choice is more prominent that happens when functionality and usability of products are same. For example, a person can be happy, cute, and honest; equivalently a product may be appearing like happy, cute, and honest. Although, personality of a product is reflected mainly through visual attributes of the product, it may also be perceived through physical interaction (Desmet et al., 2008; Mugge et al., 2009). There are some proposed models of product personality which concludes the role of product personality on product choice (Dumitrescu, 2010; Govers et al., 2004; Govers and Schoormans, 2005; McDonagha, D., Bruseberg, A. and Haslam, C., 2002). Personality congruence model well explains about why people will like to select a product based on product personality (Govers and Schoormans, 2005). Personality congruence model states that product personality influences product choice due to personality congruence effect of consumers but not due to user congruence effect. According to this model, product personality depends on product attributes and if perceived personality of a product matches with personality of the consumer then consumer will like to choice this product. Approaches taken for product personality assignment are closely related with pleasurable product design as highlighted by Jordan (2000). In a recent study, it is reported that different usability dimensions are associated with different product personality characters (Chowdhury et al., 2013; Chowdhury et al., 2014). For example, interesting, lively and cheerful personality of a water bottle is positively related with usefulness, ease of use, user satisfaction and willingness to use of water bottle.