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Article
Publication date: 13 June 2008

Mitsuo Nagamachi

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'…

Abstract

Purpose

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.

Design/methodology/approach

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).

Findings

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.

Originality/value

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.

Details

The TQM Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 13 June 2008

Jens J. Dahlgaard, Simon Schütte, Ebru Ayas and Su Mi Dahlgaard‐Park

The purpose of the paper is to present and discuss the Kansei engineering (KE) methodology, and to reflect on the future development of KE. The paper presents a model of…

Abstract

Purpose

The purpose of the paper is to present and discuss the Kansei engineering (KE) methodology, and to reflect on the future development of KE. The paper presents a model of the KE methodology and illustrates how this model was applied on a simple example which all may understand – design of a new chocolate bar.

Design/methodology/approach

The research methodology is a combination of desk research (literature analysis), data collection, data analysis, reflections and model building.

Findings

The paper suggests a structural model as a possible expanded framework for future Kansei/affective engineering research studies. According to the model profound affection is a result of the following six enabler factors: sensing experience; emotional experiences (Kansei); behavioural experiences/action; social experiences/interactions and relations; spiritual experiences/moral, ethics; intellectual experiences/cognition.

Originality/value

The paper defines “Profound affection” as a very comprehensive state, which is a result of a combination of sensing, intellectual/cognitive, emotional, social, behavioural and spiritual experiences. “Profound affection” is not only a result of sensing or emotional experiences.

Details

The TQM Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 13 June 2008

Cathy Barnes, Tom Childs, Brian Henson and Stephen Lillford

The purpose of this paper is to describe the Kansei engineering toolkit that has been developed to provide a set of tools and techniques to support better packaging design.

Abstract

Purpose

The purpose of this paper is to describe the Kansei engineering toolkit that has been developed to provide a set of tools and techniques to support better packaging design.

Design/methodology/approach

The toolkit has its foundations in Kansei engineering but the work has extended the scope and increased reliability of results by: including structured linkages to designers; replacing “highest level Kansei” from Kansei type 1 with brand values; introducing a more structured process for the elicitation of type 2 selection of pack physical properties; reducing the complexity of the semantic differential survey used to elicit consumer perceptions; and structuring a process for selection of the Kansei words.

Findings

The work has shown that the proposed toolkit is able to support the design of packaging by illustrating the process with industrial case studies.

Research limitations/implications

Kansei engineering and the techniques presented in this toolkit are inevitably simplifications of the real situation, since many more variables affect the consumers purchase decision than is tested in this process. There is still a need to test the insights gained by the toolkit into a wider investigation.

Practical implications

This paper offers the packaging industry a robust and repeatable method to develop better packaging.

Originality/value

The paper presents an overall description of the Kansei engineering toolkit for packaging design and is a structured process that provides quantitative results for the relationship between branding, consumer perception and design variables.

Details

The TQM Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 6 July 2015

Mu-Chen Chen, Kuo-Chien Chang, Chia-Lin Hsu and Jia-Hau Xiao

To obtain a competitive advantage in the logistics market, international express companies should design services to stimulate customers’ usage intention by understanding…

Abstract

Purpose

To obtain a competitive advantage in the logistics market, international express companies should design services to stimulate customers’ usage intention by understanding customers’ affective perceptions (or in Japanese, Kansei) of the service offerings. Thus, the purpose of this paper is to analyze the relationships among the service elements of international express, customer Kansei perceptions, and intentions to use the service, to provide new ideas for the design of international express services (IESs).

Design/methodology/approach

By using Kansei engineering approach, customers’ Kansei perceptions related to elements of IES are first determined, and the logistic regression technique is then used to analyze three constructed models based on the relationships among the service elements of international express, customers’ Kansei perceptions, and usage intention.

Findings

Accordingly, five critical service elements that correspond to four vital Kansei words related to usage intention were obtained based on cross-comparisons of the results of three models. The findings have important implications for international express managers, in that the priorities in designing services should be those service elements that favorably elicit certain Kansei perceptions among customers and effectively lead to customers’ usage intention in the pre-purchase phase. Moreover, some important missing Kansei perceptions further derived from customers’ real service experiences in the post-purchase stage should be incorporated into future design considerations.

Originality/value

This study incorporated customers’ Kansei perceptions into the procedure of IES design. By understanding the service elements and feelings that customers deem important, international express companies can improve the content of existing services and strengthen the design of new services to increase customers’ behavioral intentions.

Details

International Journal of Physical Distribution & Logistics Management, vol. 45 no. 6
Type: Research Article
ISSN: 0960-0035

Keywords

Abstract

Details

International Journal of Clothing Science and Technology, vol. 32 no. 1
Type: Research Article
ISSN: 0955-6222

Content available
Article
Publication date: 13 June 2008

Jens J. Dahlgaard

Abstract

Details

The TQM Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1754-2731

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Article
Publication date: 6 March 2017

Xiaoxi Zhou, Hui’e Liang and Zhiya Dong

Today clothing has become the largest category in online shopping in China, and even in Asia-Pacific. The satisfaction degree of apparel online shopping can be improved by…

Abstract

Purpose

Today clothing has become the largest category in online shopping in China, and even in Asia-Pacific. The satisfaction degree of apparel online shopping can be improved by effective personalized recommendation. The purpose of this paper is to propose a personalized recommendation model and algorithm based on Kansei engineering, traditional filtering algorithm and the knowledge relating to apparel.

Design/methodology/approach

Users’ perceptual image and the design elements of apparel based on Kansei engineering are discussed to build the mapping relation between the design elements and user ratings employing verbal protocol, semantic differential and partial least squares. The implicit knowledge and emotional needs pertaining to users are accessed using analytic hierarchy process. A personalized recommendation model for apparel online shopping is established and the algorithm for the personalized recommendation process is proposed. To present the personalized recommendation model, men’s plaid shirts are taken as the example, and the recommendations of apparel for online shopping were implemented and ranked in the context of differing users’ emotional needs. A comparison between the traditional model and this model is made to verify the effectiveness.

Findings

The recommendation model is capable of analyzing data and information effectively, and providing fast, personalized apparel recommendation services in accordance with users’ emotional needs. The experimental results suggest that the model is effective.

Originality/value

Similar researches of recommendation mainly focus on the field of computer science, the basic idea of which is using users’ history accessing records or the preferences of other similar users for determination of users’ preferences. Since the attributes of apparel products are not factored in the approach referred above, the issue of personalized recommendation cannot be solved in a really effective way. Combining Kansei engineering and recommendation algorithm, a framework for apparel product recommendation is presented and it is a new way for improvement of recommendations for apparel products on shopping sites.

Details

International Journal of Clothing Science and Technology, vol. 29 no. 1
Type: Research Article
ISSN: 0955-6222

Keywords

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Article
Publication date: 13 June 2008

Keiko Ishihara, Ryo Nakagawa, Shigekazu Ishihara and Mitsuo Nagamachi

Gift flowers should be chosen to depict a message with the sender's kansei and are bound by nature of flowers and social manners, to maintain social relationship between…

Abstract

Purpose

Gift flowers should be chosen to depict a message with the sender's kansei and are bound by nature of flowers and social manners, to maintain social relationship between the sender and the recipient. Few buyers, but most florists, have expert knowledge of the flowering time, scent, price, and nature of each flower, and are experts in arranging flowers that meet a given purpose. The purpose of this paper is to incorporate handling constraints into the inference process of a kansei engineering system.

Design/methodology/approach

The paper collected the expert knowledge concerning nature of flowers, composing flower arrangements and social manners on gifts from specialists of flower arrangements including a florist and special books. At the same time, kansei evaluation experiments on the kinds of flowers and colors were conducted. The expertise and the results of kansei experiments were organized into a flower database and inference rules for choice of a main flower, arrangement shapes and combination flowers. The rules were implemented as server‐side programs. Users input information about the recipient, purpose of the arrangement and purchase information using a web browser. The system outputs a solution; a list of main flowers, combination flowers, greens and the shape of arrangement.

Findings

Traditional kansei engineering studies revealed the relationships between design elements and kansei with developing new analyzing methods. Different constraints come into the actual product design and manufacturing should be integrated with findings obtained from the kansei evaluation to successfully utilize kansei engineering for product development.

Practical implications

The inference rules will be able to tell the reasons for choosing the main‐ and combination flowers and arrangement shapes to satisfy the customers.

Originality/value

The proposed system suggests the original arrangement of flowers unlike most online florists selling ready‐made arrangements. The paper shows a solution to incorporate different constraints underlying in a real production process into the inference process based on the result of kansei analysis.

Details

The TQM Journal, vol. 20 no. 4
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 20 November 2017

Zhijuan Zhu, Huai Cao and Bin Li

The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have…

Abstract

Purpose

The purpose of this paper is to explore how logo design characteristics influence consumer response based on visual representation. Logos in different areas may have different characteristics that impact liking a logo. The logos of youth education brands were explored in this study.

Design/methodology/approach

The Kansei engineering (KE) method was employed in this research. In total, 115 logos of youth education brands were collected and classified into three categories: abstract, natural and text mark. Then 12 of these logos were selected as representative samples. A set of 171 Kansei pairwise image words was collected, and 14 of them were chosen for further investigation. The psychological projection experiment was conducted based on a five-point Likert-scale questionnaire with 120 participants. Three statistical methods including cluster analysis, factor analysis and correlation analysis were combined for the data analysis.

Findings

The results show that four factors affect liking a logo including a sense of contemporaneity, a sense of esthetics, a feeling of interest and a sense of style. Accordingly, the weights of these four factors are proposed. The positive correlation between logo characteristics and liking a logo was also verified. In addition, the classification results of this study confirm the wide use of natural and English text mark logos in youth education brands.

Originality/value

The results could guide designers and managers in selecting or modifying logo design for achieving a positive effective response. This is the first research on logo design characteristics linked with industry domains. This study also contributes to the KE approach to investigate the relative impact of logo characteristics on liking a logo.

Details

Journal of Product & Brand Management, vol. 26 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 28 August 2019

Daoling Chen and Pengpeng Cheng

The purpose of this paper is to study the style design methods of professional female vests that meet the emotional needs of consumers.

Abstract

Purpose

The purpose of this paper is to study the style design methods of professional female vests that meet the emotional needs of consumers.

Design/methodology/approach

Using the theory of kansei engineering as a guide to screen representative samples of female professional vests and relevant emotional vocabularies of styles, through morphological analysis, style design elements of female professional vests are extracted, the fifth-order semantic difference questionnaire was used to establish the perceptual assessment matrix for design elements, the correlation analysis method and multiple linear regression analysis were used to analyze the results of the perceptual evaluation of the sample, find out the relationship between the perceptual vocabulary and design elements of professional female vest styles, and establish a regression model, finally, it is verified by random samples of the market, so as to guide the development of new products.

Findings

The seven design elements extracted from professional female vest styles have an impact on consumer perception, by using a linear analysis method, the correspondence between perceptual perception of consumers and style design elements can be quantified and a model can be established to accurately predict consumers’ perceptual intentions.

Originality/value

The application of perceptual engineering in the style design of professional female vests provides a new idea for the design of clothing styles. It helps garment companies and designers to determine the development direction of professional woman’s vest styles, while the research results provide design reference for other products.

Details

International Journal of Clothing Science and Technology, vol. 32 no. 1
Type: Research Article
ISSN: 0955-6222

Keywords

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