Communicating Happiness Image of a Product

Abstract

Nowadays, people have an ever stronger desire for happiness feeling and thus cause an enhancement in product spirituality. Happiness-image product deepens product connotation and brings sense of happiness besides aesthetic and pleasant perception. Feeling of happiness is originated from sensory intuition as well as cultural and life experience. From viewpoint of Kansei design, this study discusses definition, characteristics and expressing modes of happiness-image product and summarizes design patterns of such products. Focus group is used for two-stage investigation into product characteristics: explicit elements and implicit elements are obtained from product form and product connotation respectively. Finally, design patterns of happiness-image products are summarized according to investigation results. This research finds happiness image can be reflected by color, shape and texture, and consumers' cultural backgrounds and experiences are the key to happiness feeling. Purposes of this study include: investigate spiritual value of product and use introduction of happiness image to strengthen people's everyday perception of product, thus to promote invisible connection and product-human attachment.