The purpose of this study is to find out the differences of imagination between Generations by a research of word and visual image, through keyword "Zakka-like". This study is based on the hypothesis, that things which become familiar in childhood, have an influence on the formation of the imagination of "Zakka-like". A research about the imagination of "Zakka" by word and visual image to wide range of Generations show differences of imagination between Generations. And this suggested differences in factor for imagination between Generations.