Permanent magnet flux switching motor (PMFSM) is a novel double salient machine which employs PMs instead of field winding for excitation. PMFSM contains only one set of armature winding, thereby features simple control strategy, low cost power inverter and substantial high efficiency. Due to the unique double salient structure and operation principle, the generated cogging torque in PMFSM is critical and quite different compared to the traditional PM machines. This paper presents and investigates various design techniques for reducing cogging torque in PMFSM. Firstly, an analytical model is proposed to study the influence of different methods on cogging torque. Then the optimal design parameters for minimizing cogging torque are determined by the analytical model, which significantly reduces the computational efforts. At last, the cogging torque with different design approaches are simulated by FEA along with the average output electromagnetic torque, which validates the analysis above.