Although the innovative designs deliver, superior customer value has long been noted. However, the emotional experience of innovative products brings remains mostly unknown. This work focuses on two kinds of innovative products: function innovation (FI) and design innovation (DI), to uncover the mystery of the emotional experience, these two types of innovative designs bring. Participants in Study 1 were required to subjectively report their practical, emotional experience of the two kinds of innovative designs. The result showed that the emotional experience of innovation products might be a mixture of emotionality. Also, FI and DI products may cause different emotional experiences performance. Multidimensional scaling was employed in Study 2 to simplify the dimensions of these reported emotions to investigate the difference of emotion dimensions distribution that FI and DI brings. The results showed that DI products mainly reflected strong arouse than FI in positive emotions. However, DI product brings more negative emotions than positive emotions. Whereas, FI product did not show the quantitative differences between positive and negative emotions. In Study 3, the difference between FI and DI in emotion intensity was investigated, and the result indicates that both FI and DI products can bring high-intensity positive emotion. However, the DI brings higher intensity negative emotion and lower intensity positive emotion than FI. These studies demonstrate the first direct evidence of the essence of the difference between FI and DI emotion experience and suggest possible guidance for consumers to avoid the effect of the emotions when choosing innovative products.