Abstract
Advertising design has to give a consumer an incentive to purchase by giving a visual impact. It is very interesting to examine what kind of image gives an incentive to a consumer. The purpose of this study is to extract the design element which influences kansei strongly. The originals of a food advertisement were used for kansei evaluation experiment. The multivariate analyses which are cluster analyses, factor analyses and quantification type I were used to examine relationships between the design and kansei from obtained data. We mainly made the influence that a kind of product and a design element caused to kansei clear form the examination.
