Kansei Evaluation of Music Festival Images and Subject’s Personality

Abstract

It is necessary to understand the Kansei evaluation structure such as impressions and preferences, in order to help designing better advertisements for music events or tourist spots. We have built a model of the relationship between color features, impressions and evaluations of music festival images based on the hierarchical Kansei model. We grouped the evaluators based on their personality traits and considered the characteristics of each group’s Kansei model. We have found that evaluations such as “like” and “fun” have a positive relationship with “cheerful” impressions, and “intense” and “noisy” impressions have a positive or a negative relationship depending on the evaluators’ personality. These results suggest that the personality effect on Kansei evaluation is larger on the higher layer than that on the lower one.