An embroidering machine controller which can be operated with improved operability even by unskilled operators or by operators of foreign nationalities despite language barriers, if any. The controller (12) is provided with exclusive pictorial switch keys (21A to 21J) and auxiliary switch keys (22A to 22D) on its operating panel (14). The faces of the exclusive pictorial switch keys (21A to 21J) bear graphic symbols indicative of the contents of exclusively allotted commands. The auxiliary switch keys (22A to 22D) are selectively allotted with commands in relation with and in submission to a keying operation on one of the exclusive pictorial switch keys (21A to 21J). Graphic symbols of the commands which are currently allotted to the respective auxiliary switch keys (22A to 22D) are shown in a menu area (15A) on the viewing screen of a display means (15). In addition, a corresponding graphic symbol is shown as a guide message in a message area (15B) of the display screen in response to a keying operation.