Abstract
The differences of understanding of words among individuals often lead to miscommunication or misimpression. These differences are dependent on individual subjectivity. This paper proposes a method that visualizes the relationships between two subjects' impression words employed to evaluate the same objects in Semantic Differential (SD) method. The proposed method constructs a visualization space by applying the Principal Component Analysis (PCA) and Orthogonal Procrustes Analysis (OPA) to the evaluation data. This visualization space enables the users to compare relationships between two subjects' impression words. This paper employs the design templates of Microsoft PowerPoint 2002 as the objects of the evaluation by the SD method. It shows the proposed method can visualize the relationships of each subject's impression words. It also shows that the proposed method, which enables the users to make comparisons of a lot of impression words between individuals, creates more suggestive results than the conventional method.
