This study aims to propose and examine content design principles of affective domain in e-learning materials. The study first reviewed literature and then synthesized the psychological factor, principles, cognitive process, instructional strategies and organization strategy of content design in affective domain learning. The final step was to examine the feasibility and appropriateness of those factors by designing an on-line course of Volunteer Service. This study proved significant and provided suggestions and useful principles for designing e-learning materials in affective domain.