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Perspectives and the new trend of Kansei/affective engineering

Mitsuo Nagamachi (Hiroshima International University, Hiroshima, Japan)

The TQM Journal

ISSN: 1754-2731

Article publication date: 13 June 2008




The purpose of this paper is to present and discuss Kansei engineering (KE), which uses a unique ergonomic technology to produce a new product which fits to consumers' feelings and demands. It is a consumer‐oriented product development method based on the consumer mind. It has been applied to realize several new Kansei products so far.


KE is sometimes able to create an invention, but mostly it is powerful to create more comfortable and affective products or services to the customers. KE utilizes psychological methods to grasp the customer's feelings, and the data obtained by this method are analyzed using multivariate statistical analyses which are transferred to the design domain (design specifications).


It was found that a customer has a hierarchy of values of his/her life. All people, from children to the elderly, want to enhance their quality of life. Having qualified products and services, including service men's smiles and greetings is an important factor.


KE is spreading out in the world at present. The paper (witten by the pioneer and founder of KE) tells “a story” about the methods and procedures to create a new Kansei product and refers to the implications of Kansei/affective engineering.



Nagamachi, M. (2008), "Perspectives and the new trend of Kansei/affective engineering", The TQM Journal, Vol. 20 No. 4, pp. 290-298.



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Copyright © 2008, Emerald Group Publishing Limited

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