To reduce the risk of probably no solution for solving the problem of formulation based on optimization technique, the conceptual design method and model of double-base solid propellant formulation based on quality function deployment(QFD) and axiomatic design(AD) were proposed. A modified double-base propellant formulation example was designed by the conceptual design system of formulation. The application effect of the model in the conceptual design system of propellant was showed. Results show that in the conceptual design step of formulation, the formulation to preliminary solve is rquired to basically satisfy the index requirement of formulation functional components and their boundary content to ensure the detailed design (optimization design) of subsequent formulation has solution. In traditional design work of formulation, a new method according to "conceptual design+ detailed design +performance prediction + redesign" can effectively avoid the optimization risk from solution, improve the efficiency of formula design and reduce the cost of formula design.