The present study applied an impression transferring method to such higher-order impressions as “elegance” or “attractiveness” to manipulate the facial impressions and confirmed the validity of this method. First, impression ratings were performed by the semantic differential method on synthesized faces utilizing potent physical information by the principal components. Then we chose several principal components that had larger effects for modifying the impressions related to the Evaluation factor (e.g. elegant, attractive, etc.) in Experiment 1. Next, based on the results of the impression ratings of actual faces, we chose two sets of sample faces: high Evaluation and low Evaluation (Experiment 2). In Experiment 3, we successfully derived the impression transfer vectors that modified the evaluative impressions based on the results of Experiments 1 and 2. We discussed the potentiality of the impression transfer vector method to render higher-order impressions more dynamically and this technique's applicability to various fields.

View full abstract

The objective of this research is to partly clarify how Kansei works for interface users through the experimental study about effects of user's Kansei excited by color information in user interface. Firstly, we discuss how Kansei can be understood and evaluated in the field of user interface. Then an experimental study is introduced. In the experiment a PC program of “mental-rotation in virtual 3D environment” was developed, in which the interface background color could be changed by designed beforehand or by user's favorable choose. We utilize 4 kinds of interface background colors as stimuli to the subjects in 4 groups, and quantitatively compare emotional reactions from two aspects of physiological response and subjective evaluation among the 4 groups. According to the results of experiment, the effects of user's Kansei are discussed in the relationship among stimuli information of interface, emotional reactions and operating behaviors. Finally, we propose possible approaches and new challenging topics in the study of Kansei supporting interface.

View full abstract

The evolution of internet business has lead e-Commerce businesses to battle with competitors, especially in the effort to enhance visitor's stickiness to their website targeting to promote visitors conversion and retention. Review on literatures has shown that prospect's decision is based on their feelings and emotion. This has encouraged the study of emotional appeal in website design as interactive space with potential consumer. Based on Kansei Engineering methodologies and previous studies involving Kansei Engineering, we propose a model on building Kansei product design as a foundation to measure consumer emotional responses and incorporate emotional appeal into new product design. We present actual implementation of the model in e-Commerce website, and utilize generated result to validate the model. Justifications are done by the measurement of subject's Kansei and analysis by Principal Component Analysis, Cronbach's alpha and averaged evaluation results. Results from the actual measurement of subject's emotional response to e-Commerce website are discussed, which provide evidence that the model presented is valid and justifiable.

View full abstract

In Japan, a number of traditional craft products have been popular since ancient times. However, over the past few decades, factors such as globalization, changing lifestyles, and the development of plastic products, have created hardship for the craft industry. In response to this problem, some practitioners have tried to create new ways to communicate with younger generations. For example, a furoshiki is a square-shaped piece of fabric. MINOBE INC., a traditional furoshiki maker founded in 1919, once faced severe challenges in selling these old-fashioned items. This paper explains how MINOBE INC. has redefined the furoshiki by designing a new concept called “ARCHITEXTURE,” an innovation bringing the rebirth of furoshiki. Regarding traditional craft revitalization, the value, resonance, strategy and brand scan of crafts are explained from Kansei perspective. The outline of this paper is organized as follows: First, Kansei Value, Kansei Resonance, and the Kansei Value of furoshiki will be briefly discussed. Second, we will analyze the product design strategy of “ARCHITEXTURE” from the Kansei Engineering perspective. Third, a Brand Scan analysis of six quadrants using the 360 degree brand management model developed by Ogilvy and Mather Advertising will be examined.

View full abstract