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Kansei engineering

Kansei engineering is a consumer-oriented methodology in ergonomics and product design that translates users' subjective sensory perceptions, emotions, and psychological feelings—collectively termed kansei in Japanese—into quantifiable design parameters and specifications for developing innovative products and systems.^[1] Developed by Mitsuo Nagamachi in the early 1970s at Hiroshima University, it emerged as a branch of human-centered engineering to bridge the gap between abstract customer impressions and concrete engineering features, using tools like semantic differential scales and statistical modeling to map emotional responses to physical attributes.^[2] The approach emphasizes integrating multisensory experiences, such as vision, touch, and aesthetics, to create designs that evoke desired affective responses, thereby improving user satisfaction and product appeal.^[3] Historically, Kansei engineering originated from Nagamachi's research in the 1970s, with foundational work published in 1974, and has since evolved to incorporate artificial intelligence, big data analysis, and multidisciplinary methods for applications beyond traditional manufacturing.^[4] Key concepts include the identification of kansei words (adjectives describing emotions, e.g., "luxurious" or "comfortable") through consumer surveys, followed by categorization into design elements via techniques like Type I (category classification) or Type II (Kansei engineering system) among eight recognized variants.^[5] This process often employs psychological evaluation methods, such as the Semantic Differential technique, to quantify subjective impressions and correlate them with product variables like shape, color, or material.^[1] Notable applications span industries including automotive design, where it informed the development of the Mazda Miata MX-5's sporty aesthetics; consumer electronics, such as Samsung appliances tailored to emotional preferences; and even healthcare products like pressure-ulcer-preventing mattresses or prosthetic devices that prioritize user comfort and identity.^[5] In recent advancements, Kansei engineering has integrated AI for predictive modeling in web design, vehicle interiors, and architecture, enabling dynamic personalization based on user data while maintaining a focus on cultural and emotional nuances.^[2] By prioritizing human-centric innovation, it continues to influence global product development, fostering competitiveness through empathy-driven engineering.^[4]

Fundamentals

Definition and Principles

Kansei engineering is a consumer-oriented methodology that translates subjective customer feelings and images—termed kansei in Japanese, referring to psychological sensibilities and emotions—into tangible design elements of products and services, such as shape, color, texture, material, and functionality.^[6] This approach emerged in Japan during the late 20th century to enhance product development by directly incorporating human affective responses.^[7] At its core, kansei engineering operates on principles of customer-oriented design and emotional ergonomics, which prioritize bridging the gap between users' psychological needs and quantifiable engineering parameters to create emotionally resonant outcomes.^[8] Kansei itself represents a holistic integration of sensory experiences, encompassing external perceptions like sight, sound, touch, and smell, alongside internal cognitive and emotional states triggered by product attributes.^[3] The discipline arose as a response to the shortcomings of mass production systems, which saturated markets with functional goods but often overlooked individual emotional satisfaction, leading to diminished consumer demand for standardized items.^[7] Its basic framework centers on collecting kansei data via semantic differential scales—bipolar adjective pairs that quantify subjective impressions—and subsequently mapping these insights to specific design variables for iterative refinement.^[8]

Core Concepts

Kansei in Kansei engineering refers to the consumer's psychological feeling and image resulting from interactions with products or environments. It encompasses sensory experiences and cognitive processes that give rise to subjective emotional states and impressions, such as feeling "giddy" or "secure." To assess kansei, physiological measurements—such as changes in heart rate, electromyography (EMG), or electroencephalography (EEG)—provide objective indicators of sensory reactions, while psychological evaluations capture conscious impressions. Kansei is also shaped by cultural contexts, individual cognition, societal norms, and personal experiences, which can lead to diverse interpretations of the same stimulus.^[9] The semantic differential method serves as a primary tool for quantifying these subjective impressions in Kansei engineering. It employs bipolar adjective pairs, such as "warm-cold" or "modern-traditional," to create scales that capture emotional responses; participants rate stimuli on a typically 7-point Likert scale ranging from one pole to the other, for example, from "very warm" to "very cold." Scales are constructed by first collecting a broad set of kansei words from user interviews, literature, or domain experts, then selecting relevant pairs through clustering or expert judgment to ensure coverage of the emotional domain without redundancy. Validation occurs via statistical techniques like factor analysis, which confirms the underlying structure—often reducing the scales to a three-dimensional semantic space comprising evaluation (e.g., good-bad), potency (e.g., strong-weak), and activity (e.g., active-passive)—ensuring reliability and discriminant validity before application.^[9]^[8] Kansei space represents a multidimensional framework for mapping emotional responses, visualizing kansei as vectors in a semantic coordinate system derived from the semantic differential method. This space integrates user perceptions with product attributes, allowing designers to plot how variations in design elements influence feelings. Principal component analysis (PCA) is commonly applied to reduce the high dimensionality of raw evaluation data, identifying principal components that explain the majority of variance—typically the first two or three—without losing essential emotional information, thus simplifying the representation of complex kansei interactions.^[9]^[8] Prototypes and stimuli play a crucial role in eliciting and mapping kansei responses by serving as tangible or visual representatives of product designs. Physical prototypes, digital renders, or simplified stimuli (e.g., images of beer cans varying in color and shape) are presented to users to provoke reactions, linking specific design features—like a black can with a non-oval logo—to associated kansei words such as "bitter." These elements bridge the gap between abstract emotions and concrete parameters, enabling the quantification of how stimuli influence the kansei space.^[9] Kansei engineering distinguishes between explicit and implicit kansei to capture the full spectrum of user experiences. Explicit kansei consists of verbalized, conscious impressions that users can articulate, often measured directly through semantic differentials or questionnaires. In contrast, implicit kansei encompasses unconscious or latent feelings that are harder to express, such as subtle emotional nuances arising from physiological responses or cultural conditioning, which may require indirect methods like physiological monitoring to uncover.^[10]

History

Origins

Kansei engineering was founded in 1970 by Mitsuo Nagamachi, a professor at Hiroshima University in Japan, as a method to integrate human emotional responses into product design processes.^[11] Nagamachi's initial work built on his background in psychology and ergonomics, publishing the first related article in 1974 to address the limitations of traditional ergonomics, which primarily focused on physical comfort and functionality while overlooking affective and sensory experiences.^[11] This approach was motivated by Japan's post-World War II emphasis on quality improvement and consumer-driven innovation, where industries sought to differentiate products through emotional appeal amid rapid economic recovery and global competition.^[12] The core motivation stemmed from recognizing gaps in conventional manufacturing practices, where emotional factors like user feelings and impressions—termed kansei in Japanese—were not systematically translated into design elements.^[13] Nagamachi aimed to create a consumer-oriented technology that bridged subjective human perceptions with objective engineering specifications, enhancing product satisfaction in an era of standardized production.^[14] By the late 1970s, this framework began to take shape through experimental studies at Hiroshima University, laying the groundwork for practical applications. In the 1980s, Kansei engineering saw its first major industry applications, particularly in Japan's automotive sector, where it was used to refine vehicle interiors and overall user experience. A notable example was Mazda's adoption of the method for designing car interiors and models like the MX-5 Miata, focusing on evoking feelings of joy and sportiness through sensory elements such as seating and controls.^[15] During this period, Nagamachi established the Kansei Engineering Laboratory at Hiroshima University to advance research and collaborations with industry partners.^[16] By the 1990s, early publications from Nagamachi and his collaborators gained significant academic recognition in Japan, solidifying Kansei engineering as a distinct discipline within ergonomics and design. Seminal works, including Nagamachi's 1995 book The Story of Kansei Engineering, detailed foundational methodologies and case studies, influencing university curricula and industry practices across the country.^[17] This period marked the transition from theoretical development to widespread acknowledgment of its role in enhancing product emotional quality.^[4]

Evolution and Key Milestones

In the 1990s, Kansei engineering saw significant expansion within Japanese industry, with adoption by major companies such as Toyota and Panasonic for product development initiatives. This period marked the practical application of the methodology to over 60 new products, including automobiles, home appliances, and housing designs, often in collaboration with founder Mitsuo Nagamachi.^[4]^[12] A key advancement during this expansion was the introduction of classifications for Kansei engineering methods, notably Type I (category classification for creative design elements) and Type II (predictive modeling using computer systems like expert systems). These types formalized the approach, enabling structured translation of consumer emotions into tangible design parameters, and were detailed in Nagamachi's foundational works.^[18] The methodology's global dissemination accelerated in the 2000s through English-language publications of Nagamachi's research and the establishment of international conferences. Notable efforts included translations and adaptations of core texts, facilitating broader accessibility beyond Japan. The International Conference on Kansei Engineering and Emotion Research (KEER), initiated in 2007, played a pivotal role, with its 2010 edition featuring 234 papers from 25 countries and promoting cross-cultural dialogue. Additionally, the 2001 workshop on Kansei engineering at the International Conference on Affective Human Factors Design in Singapore served as an early milestone for international education and dissemination.^[19]^[20] By the 2010s, Kansei engineering integrated into European and Asian academic programs, with institutions in countries like China, the UK, and France incorporating it into design and ergonomics curricula. Bibliometric analyses indicate approximately 1,200 research papers had been published cumulatively by 2021, reflecting its growing academic impact across disciplines.^[21] The focus of Kansei engineering shifted from manufacturing-centric applications to broader design fields, including services, by the mid-2010s. Extensions to product-service systems, such as transportation and healthcare, emphasized experiential requirements alongside physical products.^[22] Challenges in standardizing Kansei measurement amid cultural variations were addressed through comparative studies and adapted methodologies. Cross-cultural experiments, such as those comparing web-based and paper-based evaluations across Asian and European groups, helped refine tools to account for differences in emotional perception, ensuring more universal applicability.^[23]^[24] Into the 2020s, the field continued to evolve with biennial KEER conferences, including the 2022 edition in Barcelona, Spain, and the 2024 edition in Tokyo, Japan, fostering ongoing international collaboration and integration with emerging technologies like AI.^[20]

Methodology

Standard Procedure

The standard procedure in Kansei engineering follows a structured five-step workflow designed to translate consumers' emotional responses into tangible design elements, ensuring products align with user feelings and preferences.^[25] This process, originally developed by Mitsuo Nagamachi, emphasizes systematic data gathering and analysis to bridge subjective kansei with objective design parameters.^[14] The first step involves identifying target customers and collecting kansei words through interviews, surveys, or focus groups to capture emotional descriptors relevant to the product domain.^[14] Target demographics, such as age, lifestyle, and cultural background, must be clearly defined as a prerequisite to ensure the kansei words reflect the intended user base accurately.^[26] In the second step, stimuli are created, including prototypes, images, or virtual models of the product or its components, to represent design variations for evaluation.^[25] The third step entails evaluating kansei responses to these stimuli using techniques like semantic differential scales, where participants rate impressions on bipolar adjective pairs (e.g., "warm-cold").^[14] Data collection here incorporates questionnaires and focus groups for explicit feedback, supplemented by physiological measurements such as EEG or heart rate monitoring to capture implicit emotional reactions that verbal methods might miss.^[27] The fourth step analyzes the collected data with statistical tools, such as quantification theory type I, to identify correlations between kansei evaluations and design features.^[25] Finally, the fifth step translates these analytical results into specific design parameters, followed by verification through prototype testing to confirm emotional alignment.^[14] Throughout the procedure, iteration loops are incorporated, where feedback from evaluation and verification stages refines stimuli or kansei words, allowing multiple cycles to optimize the design before finalization.^[28] Common pitfalls include over-reliance on verbal data from questionnaires, which may overlook nonverbal cues, and failing to validate for cultural biases, particularly when applying the method across diverse global markets beyond its Japanese origins.^[24] Understanding the product context, such as market trends and usage scenarios, is essential as a prerequisite to avoid misaligned kansei interpretations.^[26]

Methodological Models

Nagamachi's Kansei Engineering (KE) model structures the process as an integrated system that translates subjective customer emotions into objective design specifications. The model comprises three primary subsystems: Kansei analysis, which captures input as customer feelings through semantic evaluations; Kansei inference, which processes and quantifies these feelings using statistical methods; and Kansei presentation, which outputs refined design elements such as shapes, colors, and materials.^[29] This framework ensures a systematic flow from emotional input to actionable product outputs, emphasizing ergonomic integration in consumer-oriented development.^[18] A core analytical tool in KE is Quantification Theory Type I (QT1), a statistical method for mapping categorical design variables to Kansei adjectives derived from semantic differential scales. QT1 employs the formula y = \sum_{j=1}^{m} \sum_{k=1}^{c_j} b_{jk} x_{jk}, where y represents the predicted Kansei evaluation score, b_{jk} is the partial regression coefficient for the k-th category of the j-th design element, and x_{jk} are dummy variables indicating category presence (1 if applicable, 0 otherwise).^[12] This approach quantifies relationships by minimizing prediction errors via least squares, enabling designers to identify which design elements (e.g., curved forms) most strongly evoke specific emotions (e.g., "elegant").^[30] Partial correlation coefficients from QT1 further highlight the relative impact of each element on Kansei outcomes.^[31] Hybrid models in KE extend traditional frameworks by incorporating fuzzy logic to address the inherent vagueness in emotional data, allowing for more nuanced handling of overlapping Kansei categories. For instance, fuzzy Kansei clustering algorithms group similar emotional responses using membership functions that assign partial belongings to clusters, rather than binary assignments, thus capturing gradations in user perceptions.^[32] These models integrate fuzzy sets with QT1 or neural networks to generate probabilistic rules for design inference, improving adaptability in ambiguous scenarios like aesthetic preferences.^[33] Evaluation of KE models relies on established metrics to ensure reliability and validity of emotional assessments. Cronbach's alpha is commonly applied to semantic differential scales to measure internal consistency, with values above 0.7 indicating reliable Kansei word groupings for subsequent analysis.^[34] Validation often involves conjoint analysis, which decomposes user preferences into part-worth utilities, confirming the predictive accuracy of KE-derived design rules against actual choice behaviors.^[35] KE methodological models are categorized into eight types developed by Nagamachi, with Type I and Type II serving as foundational approaches differing in their exploratory versus predictive orientations. Type I employs category classification techniques to iteratively build design hierarchies from scratch, ideal for innovative products lacking prior data.^[18] In contrast, Type II leverages data-driven quantification, such as QT1, to predict Kansei responses based on existing samples, facilitating rapid prototyping and optimization in established domains. Subsequent types (III to VIII) extend these with computational, hybrid, and AI-integrated methods.^[36]^[5]

Applications

In Product Design

Kansei engineering plays a pivotal role in physical product development by translating consumer emotions into tangible design elements, such as shape, color, texture, and material, to enhance aesthetic and experiential appeal across industries. In automotive applications, Mazda pioneered its use in the 1980s to optimize interior aesthetics, focusing on sensory stimulation for enjoyable driving experiences, which resulted in the development of "kansei-quality" vehicles like the MX-5 Miata that evoke feelings of oneness between driver and car.^[15]^[37] Similarly, Toyota employs Kansei design approaches in ergonomic seating to align vehicle interiors with users' emotional and physical comfort needs, as seen in concept development at Toyota Motor Europe.^[38]^[39] In consumer electronics, Kansei engineering guides the optimization of appliance forms and colors to evoke positive emotions, such as "friendliness," through iterative sensory evaluation; for instance, companies like Sharp have applied it to refrigerator designs to better match user perceptual preferences for approachability and usability.^[11] This approach ensures products not only function efficiently but also resonate emotionally, fostering a sense of familiarity and delight in daily interactions. For furniture and fashion, Kansei engineering facilitates emotional prototyping by mapping user feelings like comfort to design parameters; in furniture, studies on wooden pieces, such as Ming-style chairs, use it to correlate tactile and visual sensations with perceptions of elegance and relaxation, informing prototypes that prioritize user well-being.^[40] In apparel, it links "elegant" Kansei to fabric textures, with research identifying smooth, lustrous materials as key to evoking sophistication, as demonstrated in semantic differential analyses of style images.^[41]^[42] A notable case study involves the development of a "luxurious" wristwatch, where Kansei engineering quantified emotional responses to materials like stainless steel and leather straps through semantic evaluations and principal component analysis, revealing that polished metals and supple textures strongly correlated with perceptions of prestige, guiding material selections for enhanced market appeal.^[43]^[44]^[45] The benefits of integrating Kansei engineering into product design include heightened customer satisfaction by addressing latent emotional needs beyond functionality, leading to market differentiation through unique sensory experiences; for example, applications in automotive and electronics have shown improvements in satisfaction metrics, such as increased perceived quality scores, and stronger brand loyalty without specific Net Promoter Score data widely reported.^[1]^[46]^[47]

In Service and Other Domains

Kansei engineering has been extended to service design, particularly in hospitality, where it guides the creation of environments that evoke specific emotional responses. In budget hotels, for instance, the methodology integrates with service quality tools to translate customer feelings such as "comfortable" and "welcoming" into tangible elements like room layouts and ambient lighting, enhancing overall guest satisfaction amid competitive pressures.^[48] Similarly, in healthcare settings, Kansei engineering informs patient room designs to foster calming effects, using attributes like soft color schemes and ergonomic bed configurations to reduce anxiety and promote comfort during recovery.^[49] In digital and user experience (UX) design, Kansei engineering maps emotional needs to interface elements, ensuring intuitive and engaging interactions. For website design, such as transportation platforms, it employs semantic differential scales to evaluate Kansei words like "reliable" and "innovative," leading to optimizations in navigation through high-contrast colors and clear typography that enhance user trust and ease.^[50] In mobile app development for e-commerce, the approach prioritizes emotional engagement by aligning interactive features, such as personalized recommendations, with feelings of "delight" and "simplicity," thereby improving retention and satisfaction.^[51] Beyond core services, Kansei engineering applies to architecture and the food industry, adapting emotional design to spatial and sensory experiences. In urban architecture, it analyzes perceptions of city districts to create vibrant community spaces, identifying elements like green areas and pedestrian-friendly layouts that evoke "youthful" and "friendly" kansei, with nonarchitects particularly valuing prestige and peacefulness in residential choices.^[52] In the food sector, particularly logistics services, it refines packaging and delivery processes to elicit "appetizing" and "fresh" sensations, emphasizing cold-chain integrity and thoughtful presentation in scenarios like fresh produce transport to meet perceptual needs such as "pleasant" and "surprised."^[53] A notable case study involves airline service optimization, where Kansei engineering combined with SERVQUAL and the Kano model prioritized attributes like spacious cabins and attractive uniforms to cultivate "premium" experiences. Surveying passengers at Indonesian airports revealed strong links between elements such as flight scheduling flexibility and kansei words like "safe," "elegant," and "roomy," resulting in recommendations for staff training in politeness and environmental upgrades for enhanced comfort.^[54] Unlike its application in static products, Kansei engineering in services emphasizes temporal and interactive dimensions, capturing evolving emotional responses through dynamic elements like staff interactions and real-time feedback to sustain positive kansei over the service duration.^[55]

Tools and Implementation

Software Tools

Kansei Engineering Expert System (KEES-D), developed by Mitsuo Nagamachi, serves as a specialized tool for translating consumer emotional responses into automotive interior designs, particularly for small passenger cars. It employs semantic differential scales with 100 adjective pairs to evaluate Kansei impressions such as spaciousness or relaxation, linking these to 224 design elements like interior dimensions through Quantification Theory Type I (QT1) analysis. The system manages a Kansei database that stores experimental data and graphics, enabling dependency checks and design inferences based on input Kansei words.^[7] Another dedicated tool is the Kansei Engineering Software (KESo), created by Simon Schütte at Linköping University, which facilitates online data collection via questionnaires and automated QT1-based evaluation for linear Kansei analysis. KESo supports stimuli evaluation by subjects rating product samples on Kansei attributes, automatically mapping responses to design parameters and simulating emotional outcomes. A limited free version is available, though full access requires licensing.^[56] Commercial software like SPSS is widely used for processing semantic differential data in Kansei studies, performing factor analysis to reduce Kansei words and principal component analysis (PCA) for visualization of emotional dimensions. For instance, SPSS has been applied to identify correlations between product forms and user feelings in mobile phone design. Similarly, MATLAB extensions enable advanced simulations of Kansei responses, including fuzzy modeling and visualization of design mappings in studies comparing binary and fuzzy data approaches.^[57]^[58] Open-source options include R, which supports Kansei quantification through packages for statistical analysis such as factor analysis and regression. Python libraries like scikit-fuzzy aid in hybrid fuzzy models for handling uncertain Kansei evaluations, integrating with machine learning for emotional clustering in product form studies. These tools allow data input for multi-subject evaluations and automated parameter mapping but often require scripting for full Kansei workflows. Despite their utility, these software tools generally necessitate customization to fit specific Kansei Engineering Type (QT) models.^[59]

Practical Implementation Strategies

Practical implementation of Kansei engineering in organizational settings typically involves assembling cross-functional teams comprising designers, engineers, psychologists, and customer representatives to ensure diverse perspectives in translating emotional needs into product elements.^[14] These teams facilitate collaboration across departments such as marketing, research, design, production, and sales, as demonstrated in projects like Milbon's product development where ergonomists integrated consumer feedback with technical specifications.^[14] In aerospace applications, cross-functional teams have been used to incorporate Kansei principles. Workflow integration embeds Kansei engineering within agile design cycles through iterative processes, beginning with consumer surveys to identify kansei words and progressing to prototype refinement via brainstorming and statistical analysis. This approach aligns with concurrent engineering principles, allowing simultaneous input from multiple stakeholders to map emotional attributes to physical design elements, often using tools like virtual reality for rapid prototyping.^[14] Budgeting for prototype testing is essential, with organizations allocating resources for surveys and validation experiments to iterate designs efficiently. Scaling Kansei engineering in global teams presents challenges in managing large datasets from diverse surveys and adapting kansei words to cultural contexts, requiring tailored vocabulary to account for regional emotional interpretations. For instance, Nestlé uses Kansei engineering as part of its packaging and design toolbox for consumer-centric development.^[60] In multinational projects, logistical issues like coordinating physical prototypes across locations are mitigated by using 3D simulations and sample designs. Success factors include comprehensive training programs to build team expertise in kansei evaluation techniques, such as workshops led by experts like those conducted for Boeing's team. Metrics for return on investment often focus on reduced redesign iterations through precise emotional-design mapping, alongside tangible outcomes like increased market share, as seen in Sharp's refrigerator project where kansei-driven adjustments boosted sales. Overall, these elements contribute to higher customer satisfaction and product success by minimizing post-launch modifications.^[14] Companies like Sony integrate Kansei engineering into their R&D pipelines by incorporating emotional consumer insights early in the development process, fostering iterative feedback loops that align innovative designs with user affections across product lines.

Recent Developments

Integration with AI and Big Data

Since the 2010s, artificial intelligence has significantly enhanced Kansei engineering by enabling predictive modeling of user emotions through machine learning techniques. Neural networks, particularly convolutional neural networks (CNNs), have been employed to classify emotional responses from user data, such as product images, achieving high predictive accuracy in linking design elements to perceptual needs. For instance, in product design studies, CNN models trained on electronic scale images reached a training accuracy of 96.12% and test accuracy of 81.96% in correlating shapes with perceptions like "simple" or "high-end," outperforming traditional methods like gray relational analysis by providing deeper abstraction of perceptual information.^[61] This integration allows for automated synthesis of Kansei models, reducing reliance on manual semantic differential scales. Big data has played a pivotal role in Kansei engineering by facilitating the analysis of vast datasets from social media sentiments and online review corpora to automatically extract Kansei words and preferences. Text mining techniques process unstructured data from e-commerce platforms, such as Amazon reviews, to identify customer emotional descriptors and map them to design components, as demonstrated in road bike design where reviews were classified into key elements like frame and wheels.^[62] Sentiment analysis tools, including adaptations of lexicon-based models, have been applied to quantify affective responses in product reviews, enabling data-driven extraction of Kansei attributes from large-scale corpora without extensive user surveys. Aspect-based sentiment analysis further refines this by isolating specific product features in smartphone reviews, processing big data volumes efficiently to uncover nuanced emotional insights.^[63] Hybrid approaches combining deep learning with implicit Kansei detection have advanced the field, utilizing techniques like facial recognition and electroencephalography (EEG) to capture subconscious emotional responses. In product styling cognition, EEG and eye-tracking data from multimodal experiments on car photographs revealed stronger event-related potentials for "high match" designs, indicating higher subconscious attractiveness, while deep learning clustered image attributes like "elegant" with statistical significance (e.g., F=45.0062, p=0.0000).^[64] Similarly, VR-enhanced EEG studies in landscape design identified preferences for restorative elements, such as lawn placements, by measuring alpha wave changes aligned with Attention Restoration Theory. These methods support AI-driven recommendation systems in e-commerce, where Kansei models personalize product suggestions based on implicit user data. In the 2020s, generative AI has further propelled Kansei engineering, with diffusion models like Stable Diffusion enabling rapid prototyping of emotional designs by mapping quantified Kansei needs to visual outputs via conditional controls such as ControlNet. Studies on household products, like indoor hydroponics, reported Likert-scale evaluations averaging 4/5 for AI-generated designs, surpassing traditional prototypes in alignment with user perceptions and achieving correlation coefficients up to 0.728 for attributes like "comfortable."^[65] Ethical considerations in these integrations highlight potential biases in AI-trained Kansei data, particularly from underrepresented cultural perspectives, as Kansei concepts rooted in Japanese aesthetics may not fully capture diverse global emotions without cross-cultural validation. Global collaborations in affective engineering, spanning regions like Europe and Asia, aim to mitigate this by incorporating multicultural datasets, though perception biases from prior expectations persist and require Bayesian modeling for correction.

Future Directions

Emerging trends in Kansei engineering are poised to leverage advanced technologies for more immersive and collaborative design processes. Virtual reality (VR) is increasingly integrated to enable participatory and immersive Kansei testing, allowing users to experience product prototypes in simulated environments that capture nuanced emotional responses more accurately than traditional methods.^[66] This approach has shown high predictive accuracy, with models achieving up to 97% similarity in user intention spaces for VR interfaces.^[67] Blockchain technology holds potential for secure data sharing in collaborative Kansei design, though its application remains underexplored, particularly in protecting sensitive emotional data across distributed teams.^[68] Significant research gaps persist, particularly in standardizing Kansei across cultures and integrating sustainability principles. Cross-cultural standardization is challenged by varying emotional interpretations, as seen in studies on regional designs like Hanfu, where perceptual models must account for diverse tourist preferences to avoid cultural misalignment.^[69] Sustainability integration, such as designing "eco-friendly" emotional experiences, requires bridging gaps in multisensory evaluations beyond visual cues, with current studies limited by small sample sizes and underemphasis on preference-impression linkages in biomass materials.^[70] Recent AI integrations, as explored in affective computing, offer tools to address these but demand further validation in global contexts.^[71] Potential impacts of advancing Kansei engineering include enhanced personalization in Internet of Things (IoT) devices and the need for ethical safeguards in AI-driven emotional design. In IoT applications, such as smart mirrors and home furniture, Kansei methods enable tailored interfaces that align with users' emotional needs, improving long-term engagement through real-time affective feedback.^[72] Ethical AI considerations are critical to prevent manipulative emotional engineering, emphasizing privacy in emotional data handling and avoiding bias in user-centric designs. Predictions for Kansei engineering point toward widespread AI-Kansei hybrids and the establishment of interdisciplinary standards. Virtual Kansei systems, combining AI and VR, are expected to become standard in product development, fostering multidisciplinary collaboration across design, mathematics, and engineering fields.^[66] This evolution will likely expand Kansei applications globally, with a focus on customer satisfaction through big data and algorithmic integration.^[66] Key challenges include measuring long-term emotional satisfaction and developing regulatory frameworks for emotional data. Capturing sustained user emotions remains difficult due to subjective variability and cultural influences, often relying on short-term evaluations that overlook evolving relationships with products.^[24]

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Kansei Engineering - The BYU Design Review
Apr 29, 2020 · Kansei engineering often starts by identifying the target customer, market, and application area. A designer should always make sure they know ...Missing: standard procedure steps
[27]
(PDF) Kansei physiological measurements and constructivist ...
The emerging user experience gathering techniques offer new ways of dealing with subjective aspects,. but at the same time the information obtained (e.g. PrEmo ...
[28]
[PDF] A Mixed Reality Tool for Kansei Engineering - Hal-Inria
The system will focus on the initial design steps for the definition of user requirements and during the design iterations and evaluations of digital prototypes ...Missing: procedure prerequisites pitfalls
[29]
Rule-based inference model for the Kansei Engineering System
System structure The Kansei engineering system is composed of three subsystems: Kansei analysis, Kansei inference, and Kansei presentation. Fig. 2 (Nagamachi, ...Missing: output | Show results with:output
[30]
[PDF] Kansei Engineering Analysis on Mobile Phone Design
Chikio Hayashi's Quantification Theory type I is a computing procedure of multiple regression analysis with categorical variables. Evaluation value on a Kansei.
[31]
Kansei Engineering - RPubs
Oct 8, 2019 · In this study, we propose the Hybrid KES adopted from Matsubara and Nagamachi (1997) as the general framework of KES, which is the combination ...
[32]
Kansei Clustering Using Fuzzy and Grey Relation Algorithms
Dec 14, 2015 · This paper presents a Kansei clustering approach using fuzzy and grey relation algorithms. In the proposed algorithms, topology-based grey ...
[33]
Applying a hybrid approach based on fuzzy neural network and ...
The hybrid approach uses a fuzzy neural network to relate form parameters to image words, and a genetic algorithm to search for near-optimal designs.
[34]
[PDF] APPLYING KANSEI ENGINEERING TO DETERMINE EMOTIONAL ...
In our earlier work, we introduced the concept of. Kansei EC website to integrate subjective feelings, impressions and subjective emotion or Kansei with website ...
[35]
Customer Perception on Last-Mile Delivery Services Using Kansei ...
This article identifies the preferences of the customer of logistics services in Indonesia using the Kansei engineering and conjoint analysis methods.
[36]
Kansei Engineering and its Applications in Automotive Design - jstor
Kansei Engineering was founded by M. Nagamachi at. Hiroshima University about 25 years ago and itis a powerful technology for new product development.Missing: 1980s | Show results with:1980s
[37]
Mazda MX-5 Miata: design with a human touch
The pioneering concept of Kansei engineering has played a major role for Mazda over the years, particularly in the development of the original Mazda MX-5 Miata.
[38]
The Kansei Design Approach at Toyota Motor Europe | Request PDF
There are several international association using "kansei" in both academia and industry, such as International kansei Engineering and Emotion Research(KEER), ...
[39]
Using a Kansei-driven Approach for New Concept Development ...
All of the projects involved at least the Toyota Motor Europe - Kansei Design (TME-KD) division. ... Kansei Engineering International Journal · KANSEI Engineering ...
[40]
Wooden furniture design based on physiological-psychological ...
Jul 22, 2024 · Psychological and physiological cognitive measurements were combined with Kansei engineering theory to study the shape of the traditional ...
[41]
A Kansei Study on the Style Image of Fashion Design - ResearchGate
For example, Choo and Kim (2003) studied the compound effects of color and texture and concluded five descriptive categories of fabric fashion styles: elegant, ...
[42]
[PDF] Research on Texture Design Methods of Clothing Material Based on ...
We make use of Kansei Engineering to construct a model with the clothing texture feature and the consumers' emotional feeling and use genetic algorithm to ...
[43]
[PDF] Designing Watch by Using Semiotics Approaches
This study used most frequently selected kind of watch (from view point of shapes, sizes, colors, and material) which has been chosen by customers.
[44]
Wristwatch development based on Kansei engineering | Request PDF
Another definition of Kansei Engineering is a type of technology that translates customer feelings into design specifications (Nagamachi & Lokman, 2010).
[45]
Translating Users' Emotions to Product Properties (Case study ...
Kansei Engineering was employed to study the watches. According to the choice of domain in Kansei Engineering, the representative watches were studied with 14 ...
[46]
(PDF) Kansei engineering as a powerful consumer-oriented ...
Aug 6, 2025 · Kansei engineering was founded 30 years ago, as an ergonomics and consumer-oriented technology for producing a new product.
[47]
A systematic review of Kansei engineering in vehicle design
This study provides a systematic reference and guidance for future research and applications of KE in the field of vehicle design.
[48]
http://ieeexplore.ieee.org/document/7538422
[49]
Integration of Kansei Engineering and Nudge Based Design ...
Mar 12, 2025 · Integration of Kansei Engineering and Nudge Based Design Thinking for Patient Comfort in Healthcare Services. Authors. Markus Hartono Scopus ID ...
[50]
The Kansei Engineering Approach in Web Design: Case of ... - arXiv
May 6, 2024 · This paper explores the integration of KE in the case of a transportation company that focuses on connecting cargo owners with transportation providers.Missing: pitfalls | Show results with:pitfalls
[51]
Integration of Kansei Engineering and Design Thinking for Mobile UI ...
Jun 28, 2025 · The research integrates the Kansei Engineering method and Design Thinking framework through five stages: empathize, define, ideate, prototype, ...<|separator|>
[52]
Differences in Architects and Nonarchitects′ Perception of Urban ...
Dec 25, 2011 · Differences in Architects and Nonarchitects′ Perception of Urban Design: An Application of Kansei Engineering Techniques. Carmen Llinares ...
[53]
Applying kansei engineering and text mining to design fresh food ...
Feb 18, 2024 · The study focuses on identifying the key drivers that can meet consumers' perceptual demands for fresh food logistics services and how e-retailers balance ...<|control11|><|separator|>
[54]
(PDF) Incorporating Kansei Engineering into service quality tools to ...
Aug 7, 2025 · Incorporating Kansei Engineering into service quality tools to improve the airline services. January 2018; International Journal for Quality ...
[55]
[PDF] Incorporating Service Quality Tools into Kansei Engineering in ...
The Kansei Engineering (KE), a tool for translating people's feelings and emotions into product or service elements, is adopted for the budget hotels ...
[56]
Digitala Vetenskapliga Arkivet - DiVA portal
Dec 16, 2008 · Developing Software Tools for Kansei Engineering Processes: Kansei Engineering Software (KESo) and a Design Support System Based on Genetic ...Missing: KEES | Show results with:KEES
[57]
A regression-based Kansei engineering system based on form ...
Jul 11, 2016 · Statistical analyses were carried out using the statistical package SPSS 17.0. The raw data were collected and processed as average values ...
[58]
A Comparative Study on Statistics Based on Binary Data and Fuzzy ...
... analysis by Excel, SPSS, and Matlab. Comparing with statistics results of ... Fuzzy Clustering, Fuzzy Questionnaire, Kansei Engineering, Style Perception.
[59]
Automating Expert Role to Determine Design Concept in Kansei ...
... Kansei Engineering approach, Universiti. Teknologi MARA, Malaysia (2009). 24. M. Nagamachi, Kansei engineering and its method, Management system, 2 (2), (1997) ...Missing: KEES citation
[60]
A Kansei evaluation approach based on the technique of computing ...
Although most Kansei evaluation studies have used quantification theory type I (QT1) to synthesize Kansei priority information [35], there are clear ...Missing: formula | Show results with:formula
[61]
An improved Kansei engineering method based on the mining of ...
Feb 15, 2023 · This study aims to improve Kansei engineering method to adapt to the emotional design trends of the big data era.Missing: scikit- | Show results with:scikit-
[62]
https://doi.org/10.1016/j.aei.2018.11.002
[63]
https://dspace.uii.ac.id/bitstream/handle/123456789/37161/15522184.pdf?sequence=1&isAllowed=y
[64]
[PDF] aspect based sentiment analysis for extracting kansei
Apr 18, 2022 · This paper discussed aspect-based sentiment analysis for. Kansei engineering. The main advantage of this method, it can process larger data in a.
[65]
https://doi.org/10.3390/su16208837
[66]
https://www.researchgate.net/publication/353722064_Evolution_and_Emerging_Trends_of_Kansei_Engineering_A_Visual_Analysis_Based_on_CiteSpace
[67]
https://www.mdpi.com/2073-8994/12/10/1722
[68]
https://www.researchgate.net/publication/366248669_Artificial_Intelligence_and_Blockchain_Technology_in_the_40_IR_Metaverse_Era_Implications_Opportunities_and_Future_Directions
[69]
(PDF) Evolution and Emerging Trends of Kansei Engineering
This study aims to identify the research status and emerging trends in KE research by using visualization analysis with CiteSpace.
[70]
Optimal Design of Virtual Reality Visualization Interface Based on ...
First, we studied the coupling of user cognition and design features in the VR system via the Kansei Engineering (KE) method. The quantitative theory I and KE ...
[71]
(PDF) Artificial Intelligence and Blockchain Technology in the 4.0 IR ...
Future research trends on sustainable design, trust in AI, and emerging technology integration towards the next-generation AI in industrial design are discussed ...
[72]
Decoding cultural expressions in Hanfu design: a Kansei engineering approach to enhancing wearable heritage in tourism
### Summary of Kansei Engineering for Cross-Cultural Design and Cultural Standardization Research Gaps
[73]
Kansei Drives Sustainable Material Innovation—An Approach to ...
For example, IKEA has developed new furniture packaging ... Kansei Engineering: A New Ergonomic Consumer-Oriented Technology for Product Development.
[74]
Kansei Engineering and Emotion Research - SpringerLink
Nov 20, 2024 · This book contains the collection of Special. Session papers that were accepted at the conference. KEER 2024 was conducted in Taichung, Taiwan.<|control11|><|separator|>
[75]
(PDF) Development of a Smart Mirror System Based on Kansei ...
Jul 27, 2025 · Development of a Smart Mirror System Based on Kansei Engineering for Enhanced User Experience. July 2025. DOI:10.13140/RG.2.2.20857.58722.
[76]
Systematic Literature Reviews in Kansei Engineering for Product ...
This paper presents a systematic literature review (SLR) on the most relevant methodologies based on Kansei engineering and their relevant results