A Kansei Evaluation of Movie Poster

Abstract

This paper proposes an evaluation system to discover the influence that information on movie posters has on our impressions. First we carried out a questionnaire about impressions of posters. Second we analyzed the elements included in posters. Here, a multiple regression analysis was done and the forecast value and the coefficients of determination value were obtained. We also analyzed the results in terms of gender responses, dividing them into men and women. As a result, same strong differences between men and women's impressions become clear. It also becomes clear that we should conduct the study again with a wider group.