The purpose of this paper is to explore the Key Success Factor for luxury brands' value (L-KSF) in the Japanese market through discussion of luxury brands' market position and their marketing mix. Firstly, brand value and brand market position of 8-luxury brands (Ralph Lauren, Armani, Coach, Louis Vuitton, Tiffany, Cartier, Cadillac, Mercedes Benz) are analyzed by consumer perception investigated with 314 respondents through a consumer survey based on the Kapferer scale (Kapferer 1998) in/around Tokyo. By factor analysis, 3-factors are extracted which are effective for luxury brand value. Secondly, peculiarities of each brands' marketing mix are discussed and 8-common-peculiarities of high scoring brands in 3-factors (Own manufacturing, Symbolic top-of-the-pyramid product, Less brand expansion or brand expansion upward as well as downward, High price range, Majestic museum-like-store, Sales channel under own control, Image advertising, Storytelling) are found. These 8-peculiarities are considered as L-KSF to contribute to building luxury brand value.

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In pediatric medical treatments, preparations (explanations of treatments, including practices by patients) are important. But if photos are used for explanations, children will be likely to feel fear or pain, and then sometimes we cannot go on explaining any more. On the other hand if cartoons are used, they will often lack reality, and when patients feel pain during treatments they will think they are deceived. So to control the balance between actuality and visual pain is important in preparations. In our preceding study we showed that we were able to control child patients' pain by modifying photos of inanimate things. But in order to let child patients manipulate the level of pain themselves in preparations, more findings and accuracy are needed. In the present study we carried out some research on the appropriate degree of modifying photos of both animate and inanimate things in order to control patients' pain, focusing on their correlations.

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We proposed KANSEI evaluation method using new 13 evaluative words which can evaluate an impression that viewers receive from high-definition large-sized images. Using this method, we compared different impression between 4K and 2K image. As a result, the validity of the proposed method was verified by reasonable experimental results such as an impression of “feeling of material” increases as the viewing distance decreases. We also considered the viewing environment and image production technique suitable for a high-definition and large-size images from the result of different viewing distances and materials.

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This paper aims to consider the Kansei of the fourth graders of the elementary school to the public space through the analysis of the environmental estimation and the proposal by means of the use of Five Senses' icons and Thanks icons. The method can be categorized into three stages, the first being the conduction of the fieldwork and workshop about security in their school route and around school. In the workshop, students make suggestions about the security of a well-known city. The second being the collection of the result data discriminated in quantitative terms in order to understand their tendency and the third stage being the qualitative consideration of the proposed typical.
According to the analysis during the estimation phase by the fourth graders of the elementary school, it is revealed that Thanks icons bring about the positiveness of the children.

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The visual factor for interior design affects comfort of trains and sitting comfort of seats is important because passengers sit on seats for long time. In this study, we focused how the seat color influences sitting comfort. First, we carried out an experiment to prepare graphics of seat colors. Next, we conducted sensory tests on display to assess images of seat colors. Finally, we fabricated train seat covers of green and blue colors and performed sitting experiments to examine the visual influence of seat color on sitting comfort. As the results, evaluation about touch feeling improved over time on green colors. Not only evaluation scores of touch feeling but also those of relaxation feeling increased over time on blue colors. Therefore, it is assumed that seat colors affect sitting comfort and this effect is different by color types.

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In this paper, we describe a new time-sharing, display-based, color-assisted vision system for individuals with color vision problems associated with aging. Most of the proposed type of existing color-assisted vision systems apply to only computer systems or car-navigation systems. Here, we propose a new system that may help even the elderly clearly perceive color signs and indicators. This system has an image-processing unit, a camera and HMD for elderly people which create the enhanced color image. For consistent evaluation and repeatability of experiments, wearing simulated eyeglasses is assumed to be the same as an aged person's vision. The effectiveness of the proposed method is evaluated by applying the SD method.

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The visual impression evaluation of the white polka-dot textiles with six base colors, covered by the transparent white or black polyester georgette fabrics with four different cover degrees, 0 (uncovered), 0.48, 0.58 and 0.74, were examined by means of the semantic differential method with 12 pairs of adjectives. The results were compared by those obtained for the textiles without the polka-dot patterns. The impression became weaker in the most adjective pairs for the larger cover degree and was, in some cases, shifted in between the paired adjectives, one side to another. The impressions especially tended to be more “elegant”, “adult-like” and “humble” by the covering. It was found that the ratio of the magnitude of the covering effect by the black fabrics to that by the white was constant for each adjective pairs independently of the textiles patterned or un-patterned and of their colors.

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Kawaii is one of the representative concepts of Japan-original Kansei. In this paper, we categorized Kawaii motion of Roomba and investigated the correlation between physical properties of motions and Kawaii-ness. First, we classified motions of Roomba into 10 types. Impressions of those motions were investigated and three of them were found to be Kawaii by subjects. Based on the findings, we formed a hypothesis that variations in acceleration, namely the jerk, affect Kawaii-ness. Second, we evaluated parameters of seven physical properties (position, velocity, acceleration, angle, angular velocity, angular acceleration, and time) of three Kawaii motions of Roomba. Then, we created 24 types of robot motions and evaluated impressions of them. The physical features of created motions were correlated with the Kawaii-ness of them. The result indicated that the jerk certainly affects the Kawaii-ness of motion but not always. It clearly indicated that the Kawaii-ness of motion is multifaceted.

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Products are created for some purpose, and some parts of the purpose are to create particular functions. This paper discusses the fundamental process to create the functions of artifacts.
In case of a product as an artifact, creators should try to understand the purpose of that, and to make up the concept for that. So it is important to understand the point of design of functions. In this paper, the process of function design is discussed with two view points, from creator's side and user's side. The story to create function structure with creators is completely different from the story on user's side, but there are few discussions about this difference. This paper would point out the most important element to create products that are accepted to many users in the market.

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This paper reveals effects of changes in captured size of main subject of content on subjective evaluation of content and main subject. Due to the recent explosion of video contents and diversification of video capturing and rendering methods, research on subjective evaluation is acknowledged as a quite important. Recently, Chu et al. examined the effect of image size on subjective aesthetic evaluation of an image. We address our study as an extension of Chu et al.'s work to temporal domain. In other words, our target is the size change, i.e., zoom-in/zoom-out. In our daily watching of video contents, both zoom-in and zoom-out are used frequently. To reveal the effects, we generate video contents with three variations; without zoom change, short cycle zoom change, and long cycle zoom change. Experimental evaluation employing 16 people shows that long-term changes in size of main subject improve the subjective perception of both contents and main subject.

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