&

.. 511/2004058

:
: ,

, 2011

1.1

11
(modern aesthetics)

1.2

1.2.1

12

(18 )

1.3

12

15

1.3.1

15

1.3.2

17

1.4

21

1.4.1

22

1.4.2

24

1.4.2.1

25

1.4.2.2

(Unity in Variety)

27

1.4.2.3

Most Advanced Yet Acceptable - MAYA

28

1.4.2.4

(Optimal Match)

32

1.5

33

1.6

(Pragmatist Aesthetics)

37

1.6.1

39

1.6.2

41

1.7

43

1.7.1

&

45

1.7.2

45

1.7.3

&

47

1.8

52

54

2.1

56

2.2

(form follows function)

58

2.2.1

59

2.3

61

2.3.1

62

2.3.2

65

2.4

2.4.1

66

68

2.5

2.5.1

70

73

2.6

76

2.7

81

2.8

84

2.9

(moderating influences)

85

2.10

(Design Guidelines)

90

2.10.1

&

90

2.11

93

(user

experience)

94

3.1

(user experience)

3.2

(product experience)

106

3.3

107

96

3.3.1

108

3.3.2

109

3.3.3

117

3.4

120

4.1

Kansei Engineering

122
124

4.1.1

Kansei

124

4.1.2

Kansei Engineering

126

4.1.3

Kansei Engineering -
128

4.2

135

4.3

138

4.3.1

1 :

4.3.2

4.4

2 :

141
143

Kansei Engineering

144

4.5

146

4.6

151

153

5.1

5.1.1

156

1 : . ( )
158

5.1.2

1 : .

163

5.1.3

&

165

5.2

166

5.3

174

177

185

193

193

193

,
,

.

. ,

,
. ,

,
. ,

, .
,
.
, Kansei Engineering
Liu (2003),

.

, .
,
,
,
.
, ,
, .

,
.
:

6
1
,


.
,

.
,
,
.
, 2 ,
,
, ,
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.
,

, .
3 , (user
experience) (product experience).
,
,
.

. ,
, ,

, .

, ,
,
,
. ,
,
. Jennings (2000),

7
,
, ,
, .
,
,
.
4
,
,
, ,
5 ,
. , ,
, Kansei
Engineering Liu (2003),
.
,
. ,
,
. ,
Kansei Engineering
Liu (2003) .

.
, ,
2 ,
. ,
,
.
Gestalt
,
,
,
. ,
, ,
. ,

8

.
5 ,
.

,
.

,

. ,
,
.
,


, 2 , .
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,

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:
()

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.
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,

10

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,
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, .
,

, ,
. ()
,
,
.
,
.
,
, .
,

.

11
1.1

,
, .
,
,
. ,
,
,
(Janaway, 2001).
,
-
(Janaway, 2001).
: - ,
, -
. ,
, . , ,
, ,
. ,
, .
,
, . ,
,
.
, Webster
:
-
.
,
. ,
, .
,
. ,
. ,
. ,

12

.
, 18 ,
. 18

,
.
1.2

(modern aesthetics)
(modern aesthetics)

.
18 . ,
18 . ,
. ,
19 , 18
. , 18
(Shelley, 2001).
1.2.1

(18 )
18

.
(2003) ,


. Alexander Baumgarten
,
(Gnoseology). ,
(Shusterman, 1999),
( )
. 18 , Baumgarten
(Hekkert, 2006).
, ,
, ( )
, , ,
, .
.

13

,
Leder et al. (2004) ( 1).

1: (Leder et al., 2004)

, ( 1)
, . ,
,
) , ,
, ,

14

(evaluation),
(aesthetic experience pleasure).
( ) ,
Baumgarten . , ,

,
. (sensual) (
),
. Hekkert (2006) Baumgarten
.
, , ,
, ,
. ,
(3.3.2).
18 ,
,
. ,
. 18
Kant .
- ,

(Shelley, 2001).
Kant
(Kant, 1790) .
Kant , ,
. -
; ,
(taste). Kant
.
,
-. , Kant
. ,

, .
, ,
,

15

(Crawford, 2001). Kant ,

(principles of taste)
(Kant, 1790).
1.3

: ( ) ,
.
, ,
, , ,

. ,
,
,
. ,
,
.
1.3.1

,
,
. , ,

; , ,
, .

,
, .
Louis Sullivan
(form follows function) ( 2.2).
, Kant
, . Kant,
. Theophile
Gautier
, -
(Lavie & Tractinsky, 2004). ,

16

, , ,
. , ,
,
.

.
(
) (always goal-related)
,

(Xenakis et al., accepted for publication).
/ : ,
. ,
. ,

.
.
,
, (Lavie & Tractinsky, 2004).

(, ).
, ,
Hume Kant, ,
. .
Lavie & Tractinsky (2004), Kant : (1)
,
(2) ,
.
,
.
, . ,

, ,
,
, .

17

1.3.2

, ,

.
1.

.

, . ,
Berlyne (Lavie & Tractinsky, 2004).
2. ,

.

, .

19 ,

.
Fechner
,
(Golden Ratio) (Lavie & Tractinsky, 2004).
, (bottomup) , , (top-down),
(Lavie & Tractinsky, 2004).
,
.
,
Berlyne (Lindgaard, 2007; Lindgaard &
Dudek, 2003). Berlyne
(.. )
(.. )
. Berlyne

. ,
,

18

U,
,
. Berlyne collative-motivational ,


.
collative ,
( , ),
( , ). ,
, U
- .
,
.
, , ,
, ,
(Whitfield 2000). ,
. ,
.
(categorical) (Whitfield, 1983).

, per se,
.

- (Whitfield, 2000; Whitfield, 2005)
, (motivational) .

. - ,

, .

.
. ,
,
. ,
, - , , .
,

19

.

.
, (closure) (openness)
. .
,
(learning). , Coca-Cola
Marlboro ,
,
(appeal) (Whitfield, 2005). ,
, .
(unformed) . ,

(computer printers).
, -
(conceptual)
.
Whitfield (2000; 2005).
,
Whitfield (2005)
.
. ,

.
, .
,
.

goal-derived,
,
. ,
(intentionalist).

(Whitfield, 2005).

20

,
, ,
,
(Arnheim, 1992, Lavie & Tractinsky, 2004). ,
, (Gestalt Theory)

,
. ,
, .


, .
( , ),
. ,
,
. ,
. , Pickford (1972,
Lavie & Tractinsky, 2004) ,
. , Pickford

.
. , Pickford
(1972) Van Gogh.
, , ,
. ,
Lavie & Tractinsky (2004),
. (emotional
evaluation), .
(perceptual evaluation)

. (aesthetic
evaluation), .
, .
,

. ,

21

,
.
,
. ,



.

1.4

, ,
, ,
.

, , :
; (
),
.
,
( ,
)
. (Hekkert, 2006).
, ,
. (Hekkert,
2006).
,

, ,
.
,
.
(Hekkert, 2006).
,
. ,

22

.
,
, (Hekkert, 2006). ,

. , ( )

. ,
. ,
(beauty is in the
adaptations of the beholder) (Hekkert, 2006).

, .

,
. ,
- , -
- , .
,
,
.
,
(
, 5.2)
,
.
1.4.1

Goldstein (2002) :

(. 2),
.

.

. , ,
, ,

23

affordances ( 2.10.1) (Gibson, 1979). ,

,
( )
, . ,
(patterns)
. (patterns)
, , ,
,
Gestalt . ,
.

,
, , ,
(). ,
proprioception1 , , ,
, ,
. ,
.
,
, .
,
, .
,
, :
,
(Hekkert, 2006). . ,
, ,
, , ,
(Barsalou, 1999), .
, , ,

, .
1

24

,
,
. ,
,
,
.
1.4.2

Hekkert (2006) Hekkert & Leder (2008),

,

.
,
,
.
(manifestations)

.
. , ,
,

.
Hekkert (2006)

. Lidwell et al. (2003)
.

(properties) (patterns),

. ,
:
1. (maximum effects for minimum
means),
2. (Unity in Variety),
3. Most Advanced Yet Acceptable (MAYA)

25
4. (Optimal Match)

,

.
, , , ..,
.
, , , ,
, .
1.4.2.1

(Maximum Effect for Minimum Means)

,
(Boselie & Leeuwenberg, 1985). , , ,
,
.
,
. ,
, , ,
, , , , ,
. ,
,
. ,
,
. iPod shuffle, MP3
player ,
, clickweel ,
(Hekkert & Leder, 2008).
:
(conjunctive ambiguity) (Boselie & Leeuwenberg, 1985) ,

(semantic) .
.
(pattern) , ,
,
. ,

26

,
, (disjunctive
ambiguity) .
Hekkert (2006) Hekkert & Leder (2008), Institut du Monde Arabe Jean
Nouvel ( 1)
. ,
(global level) ,
(local level)

.

1: Institut de Monde Arabe Jean Nouvel

. ,
, ,
.
(), (meaning)
.

. Hekkert
(2006) Philips (Senseo
Crema),
-.

27
1.4.2.2

(Unity in Variety)

, .
,
. ,
(beneficial)
. ,
(order in chaos)
(unity in variety).

,
(Hekkert, 2006),
(Hekkert & Leder, 2008).

.
,
.

. ,
,
. ,
.
,
.
(Gestalt laws)
, ,
.
.

, ,
(Hekkert, 2006).
, ,
. , ,

.

28

. ,
, .
,
,
.
1.4.2.3

Most Advanced Yet Acceptable - MAYA

, ,
(preference-for-prototypes theory) (Whitfield, 2000).
,
,
.
,
(Hekkert & van Wieringen, 1990), (Hekkert et al., 2003)

(Veryzer

&

Hutchinson,

1998).

,
(mere exposure hypothesis)
Zajonc (1968) (positive affect)
(repeated unreinforced exposure),
.
, Zajonc ( Hekkert & Leder, 2008)
(mere exposure)
(aesthetic appreciation). , Zajonc
,

. ,
, .
( )

(Bornstein, 1989). ,
, ,
. ,
(fluency)
(Reber et al., 2004). (fluently)
,
. Reber et al. (2004)
(fluency increases liking),

29

(processing dynamics of the perceiver)

( ). Reber et al. (2004)

(we somehow perceive ourselves)
.
, Bornstein (1989)
(effect of repeated exposure)
, .
, Hekkert & Leder (2008)
. ,
(mere-exposure)
,
.
, ,
, ,
(Hekkert, 2006). Biederman Vessel (2006)
,
(new and unfamiliar) .
(mere-exposure
hypothesis), .
, (Veryzer & Hutchinson,
1998). , (visual pleasure) Biederman
Vessel (2006)
.
, ,
.
Bornstein (1989)

. ,
.
,
, (dislike)
(Hekkert & Leder, 2008). Leder & Carbon (2005)

.

30

,
: ,
.

(we like what we know versus we sometimes appreciate the new)
(Hekkert, 2006; Hekkert & Leder, 2008),
(typicality)
(novelty)
(Hekkert et al.,
2003). goodness of an example.
Hekkert et al. (2003) , ,
.

.
,
(). Hekkert et al. (2003)

. ,
(predictors) ,
.
( ),
. ,

. ,

),

.
(Hekkert & van Wieringen, 1990),

.
, , , ,
,
, ,
.
, (MAYA, Raymond
Lowey 1951, Hekkert et al., 2003) .

31

, ,
,

, , ,

, . ,
,
, .
, , ,
.
,
, ( )
,
,

(aesthetic

appreciation).

( goodness of an example)

. ,
( ) ,

). ,
,
.

2: Miss Sissy, Philippe Starck (1990)

, Philippe Starck ( 2)
, , ,
,
. ,
.

 1
1.4.2.4

32

(Optimal Match)

. ,
,
.

(Hekkert, 2006). ,

, . ,
.
, (labels)
.
,
.
,
,
.
(2.2)
/ / .
.
, , ,

(Hekkert, 2006).

. ,
,
. ,
,
,
(Ludden et al., 2009).
, (1.4) ,

,
.
, ,

33

.
,
, .
,

.
1.5

.
, ,
. ,
, .

. ,
,
(Crilly et al., 2004).

.
Buchanan (1985a),
.
.
,
, . ,
(sign system),
,
. ,
. ,
, .
, , . Crilly et
al. (2008)
.

. , ,
,

34

(Buchanan, 1985b).

:

(Cherry 1978, Crilly et al., 2008).
, , ,
.
,
(intent) (meaning), (purpose)
(Crilly et al., 2008).
, ,

. ,
, ,
.
,

.
,
(mediated communication),
(mediating)
. ,
, ,
. ,

, .
,

, .
,
,
,
.
,
(Crilly et al., 2008). ,

35

,
(meaningful)
(McLuhan, 2001).


. ( ,
) ,
, . Eco (Crilly
et al., 2008)
, :
, ,
.
, Mon (Crilly
et al., 2008; Parr, 2003)
() .
, :
.
Mon (Crilly et al., 2008; Parr, 2003)
( 2).
, .

, .
,
( ).
( ), (
) ( ),
. ,
. ,
,
.

36

2: . Mon (Crilly et al.,

2008; Parr, 2003)

Mon
, .
.
, ( ),
(, , ),
. ,
, ,

.

3: (Crilly et al., 2004)

Crilly et al. (2004) , 3,

Shannon ( 4),
: , , ,
.

4: (Crilly et al., 2004)

() ( 3), Crilly et al. (2004)

.

37

: ,
.
( )
Norman (2004).

, .
Norman
: .
,

,
, .
,

,
. , -
,
. ,

,
.
1.6

(Pragmatist Aesthetics)

(Locher et.,
2010). Petersen et al. (2004)
Shusterman (2000)
, .
, ,
.

.
(pragmatic) , ' ,
. ,

38

(Forlizzi et al., 2004; Overbeeke et al., 2002; Petersen et al., 2004; Lim
et al.,2007) .
, ,
,
, ,
(Locher et al., 2010).
Dewey,
.
( ),
,
(Shusterman, 2001). ,
,
. ,

, (Shusterman,
2001).
.

. ,
.
, , ,
, . ,
, .
, (Shusterman, 2000, . 9) ,
,
.
, ,
, , ,
. , (form) .
,
(Shusterman, 2000, .7).

(Shusterman, 2000). Dewey
(satisfying form) .

39

, , ,
(Shusterman, 2000, .7). ,
, ,
. , ,
. , Shusterman
(Ross & Wensveen, 2010).
Petersen et al. (2004) Shusterman (2000)
.
, Petersen et al. (2004),
,

.
,
, .
1.6.1

Moore (Petersen et al., 2004),

,
. ,
, , .
Shusterman (2000)
,
,
, ,
. Dewey (1980),
,
.
, ,

. ,
,
. , ,
,
. ,
, ,

40

.
, a
priori ,

.


, (thinking)
(sensing),
. ,
,
, .
,
(Shusterman, 2000).
, .
,
(sensational) ,
(intellectual process of appropriating) , ,
.

, ,
(Gaver et al., 2003).
,

.
(instrumentality)
Shusterman (2000)
,
. ,
, , .
,
.

(Bdker, 1999). (meaningfulness)
, .

41

.
. ,

(are appropriated) (Bannon & Bdker, 1991).
, (improvisation)
.
Petersen et al. (2004) ,

. ,
.
1.6.2

,
(instrumentality).
(aesthetic potential),
. , , ,

. , ,
.


,
,
.
,
.

.

, ,
,

(Petersen et al., 2004).

42

. Ross & Wensveen

(2010)
( 1.6)
Petersen et al. (2004). Petersen et al. (2004)
,
. Ross & Wensveen (2010)

:

, (intrinsic value).

intrinsically valuable), (
Instrumental). ,
. Norman (2002)

. , ,
, ,
, Shusterman (2000).

.

(social and ethical dimensions).

.
, .

, , ,
(Locher et al., 2010). ,
,
.
.

(dynamic form). , ,

.
, .

.

.

43

(involves the whole human

being). Hummels et al. (2001)
, .

: , ,
. Shusterman (2000),
(intellectual contemplation) .
,
.
,
. ,
.
. ,

.
Ross & Wensveen (2010)
.
,

,
,
. ,
, .
, ,

. , ,
,
. (,
, )
. ,
, . , ,
, ,

.
1.7

, ,

44

. Gait (1985)
.

. , ,
, ,
, ,
. , iMac Apple
(Lavie & Tractinsky, 2004).
,
- ,

(Tractinsky, 1997; Jordan, 1998; Jennings, 2000; Tractinsky et al.,
2000).


(Jordan, 1998).

, (Tractinsky, 1997) (Tractinsky et al., 2000)
, (Tractinsky et al., 2000).
, , Schenkman Jonsson (2000)

, van der Heijden (2003)
,
, ,
. Karvonen (Lavie & Tractinsky, 2004),
.
, Karvonen
.
Fogarty et al. (2001),
,
.

, .
(visual appeal)
.

45
1.7.1

&
,

,
(HCI).
,
.

.
- , - ,

. , , ,
,
.
-
(Norman, 2004; Lavie & Tractinsky 2004).
(products look and feel)

(Lindgaard & Dudek, 2003).
,
. ,
,
, .

(Norman, 2004), ,
.
1.7.2

ISO

9241
.
. . ,

(effectiveness),

(efficiency) (satisfaction)
.

46

.
.
. ,
, ,
, , ,
(Ottersten & Berndtsson, 2002, Linghammar, 2007).
, ,
(, , ..),
(, , ..).

Nielsen (1993) ,
. :

.
Preece, Rogers Sharp (2007)
, : , , ,
, / .
- .
,
.

. ,
.

.
. ,
. ,
.

47

,
.
.
, . ,

, .

,
.
,
, . ,
,
.
, , ,
(Ottersten & Berndtsson, 2002,
Linghammar, 2007). , , ,
, .
1.7.3

&

,
, , , , .
-
. ,
,
,
(Tractinsky et al., 2000).
,

.
, ,
, , ,
(Tractinsky et al., 2000).
-
, ,

48

- ,
. ,
, ,
(Jordan, 1998)
. , (
)
(Kurosu &
Kashimura, 1995; Tractinky, 1997). ,
( )
.

.

Dion et al (1972). Dion et al. (1972)
( )

. Dion et al. (1972)
.


, .
halo effect (Dion et al.,1972). ,
( )
,
( )
.
,
halo effect
(Tractinsky et al., 2000).
, ,
, , ,
(Norman, 2004). , Fazio et al. (Tractinsky et al., 2000),
(preattentively)
.

49

, Tractinsky et al. (2000)

,
:
(1)
() ,
, ,
(2) halo effect
( )

(3)

.
Kuros & Kashimura (1995) ,
ATM (a priori) ,
, . ATM
,
. (1) , (2)
, (3) , (4)
, (5) ,
(6) (7) .
( ;)
1 10.

.
. ,
,


, .
,
,
.
Kurosu Kashimura (1995) ,
, Noam Tractinsky
.

50

,
, Tractinsky (1997)
, . ,

' . ,


.
Hassenzahl (2004) (satisfaction)
-
. , ,

(Hassenzahl, 2003). ,
,

. ,

, ,
. (., (goodness))
Hassenzahl (2003) , .
,

.
. ,
- ,
.
, Hassenzahl (2004)
( 3.1) (Hassenzahl, 2003).
Hassenzahl (2004)
. '
, . ,
.
, . ,
. ,
,

. ,
(., , ),
. ,

51

- (self-oriented) ,
. ,
. , ,
, . ,
Hassenzahl (2004)
.
,
. ' ,
, , . ,
,
, .
, .
(Dion et al., 1972)
. , .
,
.

; ' ,
.

. , ATM (Kurosu &Kashimura, 1995)
, ,
.
. ,
.
.
, ,
, ,
lap-top .
(Hassenzahl, 2004) .

.
,
, / ,
. ,

52

.
,
,
. ,
.
1.8

,
.

, 18 .
, ,
, ,
,
. ,
,
.

,
. ,
,

.
.
,
,
,
. ,
, Dewey,

. ,

, . ,
,
.

53

,

,
.

.
. ,
, ,
. ,
,
. , ,
Hassenzahl (2004),

.
,
.

54

, ,
, ,
,

.

, , ,
, .
,
,

. , ,
,
. ,
, .
,


,
.
,
.
,
( ,
)
(Lawson, 1997). ,

(Folkmann, 2010).
, ,
, ,
. ,
, ,

55

. ,
,
, ,
(Folkmann, 2010).

 2
2.1

56

. Dion et al. (1972)

,
( 1.7.3). , ,
(Lavie & Tractinsky, 2004).
Bloch (1995) (conceptual model)
(form)

. 5 ,
, ,
.

.

5: (Bloch, 1995)

, Bloch (1995)

. , 4Ps (Product,
Price, Place, Promotion)
, , . , Bloch
(1995) .
,
, , , .

: ,
. (shape)

57

(outline) (appearance),

,
.
, (shape), , , , ,
, , . ,
,
. Pye (1978),
Bloch (1995),
,
. ,
.
,
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. ,

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, .
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. ,
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Lauren
(Forty, 1986). ,
,
, .
. ,
. ,

, (Lawson, 1997). ,
.

58

,
,
(Bloch, 1995).
2.2

(form follows function)

. ,
Louis
Sullivan 1896 , ()
(form (ever) follows function).
.
,

. ,
,
. Marcus
(1995, Parr, 2003)
, ,
, , .
,
.
, ,
. ( 3) Max Bill
1957 .

59

3: Functionalist , Max Bill

, Max Bill ( 3)
, : " .
. .
".

2.2.1

,
(functional analysis)
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.

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60

.
, , . ,
.


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, ,
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(functionalism)
, (styling). ,
,
. ,
. ,
,
. ,


,
(Parr, 2003).

, . ,
,
.
meaningful design
(Parr, 2003) - (post-modernistic) .
(meaningful)
"
(, , , )
" (Gotszch, 2000, Parr, 2003).
,
,
(Palmer,
1996).

. ,

61

,
(Parr, 2003). Crilly et al. (2008)
,
.
Westerlund (2002)
,
, ,

(1.7.3). ,
,
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. ,

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(Person et al., 2008)
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,

62

.

,

(Crilly et al., 2009). ,
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(Tovey, 1997).
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, . ,
,
.
,
,
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.
brief,

.


: ,
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al., 2009). ,
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.

63

6:

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.

64

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,

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65

( ,
),
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2.3.2

, .
, ,
, ,
.


. ,

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,
. ,
(participatory design)
,
. ,
.


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(.. , ,
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. ,

,

66

. , , ,
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(product experience)
, .
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,
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2003).
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67

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1997).
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68

Ulrich
Eppinger (Parr, 2003),
.
,
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, , ,

. Jacobsen (1997, Parr, 2003)

. ,
.
,
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mood board,

. ,

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2.4.1

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, . ,
.
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, . ,

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69

, mountain bike
, . ,
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. , ,
.

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Walker (2002)
, .
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, ,

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.
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.
, Walker (2002)
.

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(1994),
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.
(...)
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,

70

. ,
( ).
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.
,

, .

.
.
,

(Parr, 2003).
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. ,
,
. ,
,
.
:
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(modern design). , 1962,
Robert Venturi : "
" (Parr, 2003).
Memphis - ,
, - , , ,
. Ettore Sottsass
Memphis.

71

4: Etore Sottsass

Memphis
. ,
.
,
. Memphis
Horn (Parr, 2003)
(...)

high-class low-class . ,
,
(, ) (, ). '
,
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-
.
: &
Lawson (1997)
, .
, ,

72

. Philippe Starck (Juicy Salif

Lemon Squeezer) ,
(Parr, 2003).

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Alessi
. Philippe Starck

.
Starck
, . Bertoni (1994),
Parr (2003), Starck
:
.

, (...)

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,
Luigi Colani.
.
(www.colani.ch),
:
. , , Colani,
,
azda MX-5. ,
Colani (man- made)
.

. ,

73

Le Corbusier
Modulor.
.
, Santiago Calatrava,
,
. , ,
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.
:
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() .
(, , , ..)
, /,
/, / (Parr, 2003).
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. (Lawson
1997)
2.5.1

. ,
.

, ,
.
,
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. (1) portfolio , (2)

74

(3) .
, Warell (2001, Person et al.,
2008)
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. ,

,
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2008).
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Mon .


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Person et al. (2008),
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Person et al. (2008) .
(1) , (2)
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(Levitt, 1965,
Person et al., 2008). Person et al. (2008),

75

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accessories (Person et al., 2008).

76

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Park et al. (1986) ,
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Hubka & Eder (1996, Person et al., 2008)

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General Motors
,
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.


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,
(Person et al., 2008). ,
.
2.6

77

. , ,

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7:

78

,
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(2002) (usage)

. ,

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Crilly et al. (2009)
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, ,
.



. ,
,
. , ,

79

/ (values) . ,
, ,

(consumer- oriented brands)
.

.
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. ,

(Crilly et al., 2009).
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Bloch (1995)

. ,

80

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liability (product liability).
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81

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, (compact)
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(visualization).

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82

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.

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83

.



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. Crilly et al. (2009),

, ,
,
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.
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.

84

, , , , ..
, computer-aided design
(CAD)
. ,
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, .
, ,

.
, ,
.
,
,
. Crilly
et al. (2009),

2.8

,
.
,
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), (..
) - (.. ) .
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85

9:

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(moderating influences)
,

. ,

86

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.



.


.
, , ,
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authorship .
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87

(brand),
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88

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89

10:
(Crilly et al., 2009)

90

2.10 (Design Guidelines)

(principles) (guidelines)
.
,

. ,
(1.7.3),
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.
2.10.1 &
Norman (2002) .
(visibility), (feedback), (constraints),
mappings, (consistency) affordances.

. ,

. Norman (2002)
.
,
, ,
.

,
.
. ,
, .

. , ,
, .

91

.
: , (
), ( ) (
).
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Mapping
. Norman (2002)
(mapping)
. ,

. Preece et al. (2007)

( 11)

11: (1) (2) (Preece et al., 2007)

. ,
11, , ,
(internal) .
Affordances
affordances J.J.
Gibson (1979). affordances
Gibson
-
, .
Gibson
,
(Albrechtsen et al., 2001). Gibson,

92

. ,
,
. Gibson, affordances
. Norman
(2002) affordances,

,
, .
affordances
. , ,
, .
, ,
, .
affordances ,
(Boess & Kanis, 2008).
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.
:
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.
(2) Gibson
, (potential for action).

Gibson (1979). ,

. ,

. Gibson
(affords) . Gibson
( )
( ). .
, Palmer (Boess & Kanis, 2008)
. Palmer

,
.

93

,
. ,
, , ,
.
affordances.
, Gibson

affordances. affordances
.
,
,
.
2.11
,
, ,
, ,
.
,


, .

,
, (
), .

94

(user experience)
,

,
. ,
(user experience) (product
experience), ,
.
, ,
.
Jennings (2000), ,

, , ,
. ,

Locher et al. (2010). ,

.

,
,
.

.
,
, (HCI), ,
, ... Erickson (2004)
, ,
,
. Preece et
al. (2007), ,

95

,
, .
,
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. . ,



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3.1

96

(user experience)

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12: Jordan (2000)

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104

17: (Mahlke, 2007)

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105

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106

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(product experience)

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107

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108

, ,
Crilly et al. (2004).
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109

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Desmet & Hekkert (2007), ,

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2003). , Norman (2004)
(visceral)
Crilly et al. (2004)
.

, . Overbeeke
et al. (2002),
(1.6),
.

110

Locher et al. (2010) (1.6)

(3.1).

Csikszentmihalyi & Robinson (Jennings, 2000),
. ,
,

.
:

. ,

,
.
1
Beardsley (Jennings, 2000) . Csikszentmihalyi &
Robinson (Jennings, 2000) ,
.

111

1:
Jennings (2000)

Locher et al. (2010)

(visual arts)
Leder et al. (2004) (1.2.1),
.

.
.
,
-
.

112

19:
(Locher et
al., 2010)

, /
,
--
. , ,
action-driven affordances (Locher et al., 2010).
affordances , ,
-
(Djadadiningrat et al., 2004).

,

.

: ,
,
(working memory) (long-term memory).

113

(meaning)
, (affect).
19,
(person context) .
,
. ,

. ,
(appearance)
(Creusen & Schoormans, 2005).
,
,
. (properties)
,

. Locher et al. (2010)
,

.

(, ) .
,
.
,
(Shavitt, 1989). ,
Locher et al.
(2010) (person context)
.
19, Locher et al.
(2010)
Leder et al. (2004) ( 1.2.1). ,

, (structural
arrangement) (semantic meaning) .

114

,
(optical scrutiny) (focal analysis)

.
Locher et al. (2010)
.
, , ,
,
pre-attentively .
,
( , ).
19
.
,
, Norman
(2004), (visceral level),
.
,
Norman (2004),
.
, ,
,
. Norman (2004),

(effective visceral designs), ( ,
) .
, , ,
.

.

, .

,

115

. Creusen & Schoormans (1998)

( ) 800ms .

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19

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19.
, (aesthetic sophistication),

116

, , ,
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,
Norman (2004), (reflective level),
(behavioral level) ,
, , . , Norman
(2004)
,
Locher et al. (2010).

.
19
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,

Creusen & Schoormans (1998). - -
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.

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Jaasko & Mattelmaki (2003)
, ,

117

20, . , Karapanos et al.

(2008), ,
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.

- .

20: (Jaasko & Mattelmaki, 2003)

3.3.3

, .
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(Norman, 2004),
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.
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feel sound) . ,
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50 (Lindgaard, et al., 2006). ,
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118

1980) ,
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, , ,
(Lindgaard, 2007).
.
,
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,
Norman (2004) .

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exposure. , Zajonc (1980)
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, .

. ,
, . ,
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Zajonc (1980) ,
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(Lindgaard, 2007)
,
. ,
(visceral), Norman (2004).
, , ,

119

. , Lindgaard
(2007),

,
,
. ,
.
,
,
.

,
, , ,
,
, (Lindgaard, 2007).
Norman (2004)
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.
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( ) (Mahlke, 2007).
.

 3
3.4

120

,

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.

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Hassenzahl (2003)
(3.1, 14).
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, .
,
,
.
Locher et al. (2010)

. ,
, ,

.

121

,
,
5 .
,
, .

,

.
,

.
Jaasko & Mattelmaki (2003),
,
,
.

122

,
. , Schtte et al. (2008)

. ,
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(Jordan, 2000). ,
,

(Tractinsky et al., 2000),

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(Liu, 2003).
, ,
.
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2 ,

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,
(Liu, 2003).
, ,
.
,
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,
Kansei Engineering Liu
(2003).
.

123

, ,

Kansei Engineering Liu (2003).
,
.
Gestalt, ,
, ,

, . ,
,
.

.

, 2
. ,
,
,
. ,
,
.

 4
4.1

124

Kansei Engineering
, (sensing)

(individual emotional
response) Kansei. Kansei
. Schtte et
al. (2008), , Kansei
(impression) , ,
, , , ,
, (cognition) .
Nagamachi (1995), Kansei (psychological feeling)
(image) .
Kansei Engineering
. Nagamachi (1995)
Kansei Engineering
. ,

( 21) ,
.

21: Kansei Engineering (Kansei

Engineering System, KES), (Nagamachi, 1995)

4.1.1

Kansei
Schtte et al. (2008) Kansei

,
, .
Kansei
.
, , ,
.

Kansei Engineering,
. ,
Kansei . ,

125

, . ,
Nagamachi (1995), Kansei ,
. Nagamachi (1995)
,
Kansei .
22
Kansei (affective flow).

(affective channel).
Kansei.
. ,
.

22: (affective flow) (Schtte et al., 2008)

Schtte et al. (2008)

, Kansei,
.
(affective flow)
,
Kansei.

.
(proximity of presentation)
Kansei,
. Kansei
(affective channels), ,
, , . ,

, Kansei
.
, , (mock-up)
Kansei.

126

, Kansei
.
,
(
),
. ,
:

(channels)
Kansei

.
(proximity of interaction)
Kansei Engineering,
Kansei .
Schtte et al. (2008),

.
.
Kansei.

Schtte et al. (2008) ,

,
, .
4.1.2

Kansei Engineering
Schtte et al. (2008) Nagamachi (1995)

Kansei Engineering,
.
,
.

127
:

(affective needs) . Kansei
,
(Nagamachi, 1995; Schtte et al., 2008).
: Kansei Engineering (KES)

(interference engines) Kansei.
Kansei
. ,
, 23.
:
(1) Kansei,
. SD
(Semantic Differential) ,
(Factor Analysis).
(meaning
space) Kansei , Kansei
.
(2) SD ,
Hayashi (Hayashis Quantitative Theory Type I,
Nagamachi, 1995), .
,
Kansei .
,
Kansei .
(rule-base).
(3) (Knowledge-base)

Kansei .
(Quantification Theory) .
(4)
(form design database) (color

128

database).
Kansei .

Kansei .
(inference system)
.

23: Kansei Engineering ( ) ((Nagamachi, 1995)

Kansei Engineering -

4.1.3

Kansei
Engineering,
(Schtte et al., 2008). Schtte et al. (2004)
Kansei Engineering ( 24).
H
: (semantic)
. .
, ,

. ,
,

post-hoc

2.

post-hoc

/ a priori.

129

,
.
,
.
.

24: Kansei Engineering (Schtte, 2005)

(choosing domain)
target group,
(market-niche) .
, .
Kansei (ideal concept)
, , .

(, , , ..)
.
(Semantic Space)
Kansei ,

(affective values). ,
, , , ,
, .
Kansei Engineering
,
. (spanning
the semantic space)
.

130

25: (Schtte, 2005)

,
, 25.
( ), ,
, Kansei
.
Kansei
Kansei. , ,
. Kansei
,
. ,
.
Kansei
. ,

, , , ,
.
,
. ,
, , Kansei
.

Kansei,
. , Kansei Engineering

.

131

. , Kansei
50 600 (Nagamachi, 1995).
.
.

, . ,
.
. Kansei

. :

(Affinity Diagram)

.
. ,
. ,
.
, (principal
component analysis).

24
, .
. ,
.


(Semantic Differential technique, SD),
. ,
, . ,
- .
,
.
,

132

.
,
. Schtte et
al. (2008) ,
Kansei
. , 26.
,
. ,
.
(prioritization)
.

26: (Schtte, 2005)

,
.
(relationship identification),
.
, ,
. ,
.

. , .

133

, ,
3 (customer representatives).
, , 4(focus groups)
--. ,
Pareto5 ,
,
.
Kansei Engineering
,
.
. 26

.
(company marketing experts).
,
.
26
. Kansei Engineering ,

Kansei Engineering.
. mock-ups,
3

(customer representative)

target group
.
4

.
--
(Kitzinger, 1994).
5

Pareto

. Pareto
,
,
.

134

,
. ,
26
. , ,
. , ,
,
.
. ,

. , ,

.

,
. Kansei,
Kansei. , (affective
impact) Kansei.
Kansei Engineering
.
: , .
Kansei
.
,
.
Kansei Engineering.
(ranking and rating
methods).
(intelligent computer systems)
.

,
. ,
, . , Schtte et al. (2008)
,
(Semantic Differential).

135

, Kansei
Engineering,

. , Schtte et al. (2008),
Kansei,
.
,

.
,
, Breemen et al. (1998), Kansei
Engineering
.
4.2

Breemen et al. (1998)

(design for aesthetics)

. 27
.

. ,
.


,
.

27: : (Breemen et al., 1998)

, ,
.
. ,

136

.
(shape) , , ,
. ,
.
(target groups) ,

.
(two
way process)- .
,
,
(typical) .

( ) .
,
. 28

.
.
,
/
.
, (fuzzy clustering).

.
.
.

.
.
,
.

.

137

.
.
,
.


.

28:
(Breemen et al., 1998

,
,
. 29

. ,
. ,
.
, .
.
, (, ,
, ..) ,
, .
, ,
, . ,
.
, /
.

138

29:
(Breemen et al., 1998)

,
, Kansei engineering (Nagamachi, 1995).
, Kansei engineering,
, , ,
Yanagisawa and Fukuda (2005) ,
.
, Kansei engineering,
Breemen et al. (1998) .
Pham (1999),
, ( )
. , Breemen et al.
(1998), Kansei
Engineering, ,
.
, ,
(Liu, 2003),
.
4.3

Liu (2003)

. Liu (2003)
(dual-process engineering aesthetics
research methodology).
,
.

139

Liu (2003)
.
:
;
; (, ,
);
;
;

:
; (thresholds)
;
, ;
;

,
- Liu (2000). , (
30).

140

30: -
(Liu, 2003)

( ,
30)

, (global),
.
, (attitude
scales) .
( 30)
,

.

141

.

(resulting sensations).
,
.
.
, ( 1 )
,
( 2 )
.
,
.

,
.

. , Liu (2003)
.
, .
4.3.1

30,
:
,
.
,
,
.
,
(surveys),
. ,
.


,

142

,
.
, ,
,
.

.
,
,
,
. ,
,
.
,
(unidimensional)
. ,
Thurstone, Green,
Likert,
Steven,
(Rankin 1983, Liu (2003)).
, ,
.
. ,
.
,
,
,
, (cluster analysis),
,
(Rankin 1983, Liu (2003)).

. (conjoint
analysis) :

;

143

;

(causal modeling methods), (path analysis).

, . ,
(interpretability), ,

.
, ,
open-ended
.
30.
4.3.2

2 :
( 30)

. ,
,

.
:
,
;
; ,
; (
)
( );
(single) (multi-factor)
.
, ,

. ,
, .

144

.
4.4

-
Kansei Engineering
(Hsiao et al., 1997; Lai et al., 2006;

Nagamachi, 1995) Kansei Engineering.

,
.
, , ,
Liu (2003),
Kansei Engineering.
Kansei Engineering
. ,
Schtte et al. (2008),

.
,
Kansei
, Kansei. ,
/ Kansei,
.
Kansei, .
, Kansei Engineering
.
, Schtte et al. (2008),

.
,
. ,
. ,
,
, , , (Schtte et al., 2008).
,
. , Kansei Engineering

145

Liu (2003), (global). , Liu (2003),

,
,
.

( 2.6 7),
4.3 .
, Kansei Engineering, /
, ,
(ranked and rated) . ,
. Liu (2003),
. ,
.
, ,
,
, (integrate)
,
, (conjoint analysis)
(causal modeling). ,
,
Kansei Engineering .
Liu (2003)
(measurement-based). Liu (2003)
. , Liu
(2003)
,
. , Kansei
Engineering, 26 ,
(brand image)
.
,
.
,
,
.

 4
4.5

146

,
. ,

,
. ,

.
, Pham (1999)

, (shape), (composition)
(physical properties), ,
, .

. , Pham (1999)
: , , , /
, / , / , ,
,
,
.
,
2.

147
2: (Pham, 1999)

, Ngo et al. (2003)

.

: (balance & equilibrium), , , ,
, , , , , , , ,
.

148

(balance & equilibrium)

balance
.
. ,
.
, , , . equilibrium
, layout.

:
.
,
.

.

,
.
, ,
.
.
. , ,
,
.

, .
.

, .

.

149

,
. ,
, .

.


,
. Marcus (1992), Ngo et al.
(2003) . , ,

.

,
.

.

.

.


.

.


, .
.

150

.

.

.
.
, ,
.
( ).

.
.
,
() .
, Ngo et al. (2003)
Pham (1999)
.

151
4.6

.

.

,
.

, Kansei Engineering (Nagamachi, 1995)
Liu (2003).


Kansei. Liu (2003)
,
.
Liu (2003), ,
Kansei Engineering. ,
Kansei Engineering
Liu (2003) .

,
, 2
, .

, ,
, .
,


. Kansei
Engineering .

152

Kansei. , ,
Kansei.
, ,
Ngo et al. (2003), Pham (1999),
,
, , , ,
.

,
. ,
,
, . Sibley (Lyas, 2001)

.
,
, ,
.
,

.
,
. ,

, ,
2 , . ,
,
,
.

153

. ,

, ,
:

(2.3 2.5),
(2.6)

( . 1),

( . 3).

,
,
, ,
( ) .
,
, ,
,
, .
,

, , ,
.
,
. ,
,
.
,
,

154

. ,
, .

, ,
.
,

,
,
. ,
.

, ,
.
( 31)
.
,

. ,
,
.

31:

( )

155

,
.

:

Kansei Engineering
(Schtte et al.,2004) ( 4.1.3) Breemen
et al. (1998) ( 4.2). (
)
. ,
(
)
( ).

, Jaako
& Mattelmaki (2003) ( 3.3.2), ,
,
, , .

Pham (1999) (
4.5).

. , ,
Hekkert (2006) ( 1.4.2),

.

.

,
,
, Norman (2002),
.

: .

 5
5.1

156

,

.

,
. ,
,

. ,

.
, . 3 (3.3.1),
,
(Frijda, 1988). ,

,
. ,
,
(Hassenzahl, 2003)
.

32:

157

(target market),
.
.
, , ,
, , ,
, .
32,
:
(typical)
target group.
, .
.
,
. , ,

, .
,
:

, ,

,
.

,
(
)
, ,
.

 5
5.1.1

158

1 : . ( )

33: - ( )

- -
,

.
. ,
,

(product experience).
,
(Schtte
et al., 2008).
, ,
:

,
,
, ,
( , proximity of presentation).


.

.
.

159

, ,
,
, . ,


. ,

.
, ,
,
,
(Karapanos et
al., 2008). ,
, ,

,
.

,

( . 3, Locher et al., 2010),
( . 2).

34: (Locher et al., 2010)

,
:

. 3 (3.3.2)

.

160

.
( 1, 1.2.1).

. , ,

,
.

. 2
(2.5.1),
, (Hassenzahl, 2003),
,
. ,

,
.
Locher et al. (2010)
,
( 34).

Crilly et al. (2009)

(2.8),

, ,
.

Whitfield (2005)
.
(1.3.2),


. ,
Hassezahl
(2003). ,

, (
goal-derived).

161

(2.3.1)
,

, ,
.

Jaako &
Mattelmaki (2003) ( 20, 3.3.2),

,
,
,
.

,
,
.


,
/ Kansei. Kansei

, ,

(Nagamachi, 1995; Schtte et al., 2008).
,
, Kansei
. ,
, ,
.
,
,

.
. ,
, ,

162

,
- . ,

.

,
,

,
.
,
(fuzzy clustering),

. ,

. ,
.

, -- (Schtte et al.,
2008).

, ,

.
. ,
.

163
5.1.2

1 : .

35: -

,
,

( target
group) (Liu, 2003).
,
,
.
,
,
.
, ,
, ,

. ,

,

.
,

.
, ,
( /
). ,
. ,

164

. ,
(content analysis) ,
.

(unidimensional scaling
method) .
Balance Incomplete Blocked (BIB) (Liu, 2003),
(overall ranking) ,
(interval scale measurements)
. ,
,
(factor analysis),
(multidimensional scaling methods)
(cluster analysis) .

target group ,
,
.
35, ,


. ,

,
, . ,
,
,
.
( 35) 2 ( ) 3
( )
,
.

.

165
&

5.1.3

, 36,
, .
,


, (Semantic
Differential).
,

). ,

.
.
, rating scores
(centralization of rating scores, Chuang et al., 2001),
:

,
/ / .

.
,
1-3. 4-6,
7-9.

36: &

166

36,

.

.
5.2

/ .
,


.
37,

.
, ,
,
, ,
.

(concepts)
.

167

37:

,
.

,
. ,
(Jordan, 2000).
, ( 2.10.1,
Norman, 2002)
(. ).
, 37,
(
) ,
, , , ,
( 2.6).
,
.
,
37, ,

168

. , ( )
(aesthetic consistency)
(Lidwell et al., 2003).
37,
, .
.
,
.
, 1
( 1.4.2)

Hekkert (2006),

. , ,
,
. , ,
,
(Lyas, 2001).
,
,
( 4.5), Gestalt. ,
,
,
, ,
, , . ,

, . ,
,
. ,
, . ,
, ,

(Unity in Variety).

169

, -,

, .
Hassenzahl (2003),

, ( 3.1).
.
.
,
. ,
,
(on the fly).

. Hassenzahl (2003),
.
- ,
,
,
. , Norman (1999)


- . ,
affordances ( 2.10.1)
Norman (1999)
,
: , .
affordances
.
.
( 38, Norman, 2002) ,
() .

, .
, , ,
.

170

,
.


( ) .
, (Hekkert, 2006) ,
,
.
, Norman (2002) ( 38),
( 39, the seven stages of action) (Norman,
2002)
,

,
. ,

.
,
.
,
. , Norman (2002)
(conceptual model)
:

38: (Norman, 2002)

171

. ,
. ,

. , (.. , ,
, )
,
. Lidwell et al. (2003)
,
, (focus groups)
.
, (Norman, 2002)
,
, (gulfs of
evaluation and execution).
.


.
40,
39. , 40,

( 2.10, Norman, 2002).

172

39: (Norman, 2002)

40:
(Norman, 2002)

,

, ,
.
.
, ,
,
. ,
,
. ,
,
.

173

(concepts) ,
. ,
,
,
. ,
, ,
.

,
.
.

,
.

 5
5.3

174

( 41)

,
,

.
. 4,
. ,

Kansei Engineering (Schtte et al., 2004) (4.1.3)
Breemen et al. (1998) (4.2),
Liu (2003) (4.3).

41:

175

,

,
.
,
, ,
.
,
,
,

. ,


, .
,
2 , ,
,
. ,


.

.
,
. 2,
(, -, )
. ,
Pham (1999) (4.5)
,

. ,
Hekkert (2006) (1.4.2),

.

176

. ,
Norman (2004)
.

,

. ,
. ,

,
.
,
( . 2)

.
,

.
,
.

,
. ,
,

.

177

,
, .


,

.
1 ,
,
( ),
,
. ,
,

.
:

(Unity in variety)

Most Advanced Yet Acceptable (MAYA)

(Optimal match)

, ,

.
,

, Dewey.
,

,
, . ,
,
.

178
, 2


. ,

. :

,
,

(form follows function)

, ,

,
.

.

,
.
: ,
, , ,
, .
,
.
,

. ,

. ,

179
(
). ,

(
). ,
( ).
, Norman
(2002), ,
.
(visibility), (feedback), (constraints),
mappings, (consistency) affordances.
, ,
, , ,
,
,
.
,
(user experience),
, .
( , ,
, , ..), (,
, , , ..) ( )
. ,
. ,
,
.

,

.
, 3 ,

.
Locher et al. (2010),
,

180
. ,
,
(person context)
, ,
.


. ,
,
.
4 ,

,
, Kansei Engineering
Liu (2003).

.
,

. ,

, .
,
,
. ,
, .
,
1 . ,


.

,
, , .

181
,
. ,
, ,
,
.
,
, , ,

. ,
Jaako & Mattelmaki (2003), ,
,
,
, - ,
.
,


. ,
, .

,
.
.
,
,
. ,

,
.

.


.

182
,

/
.
,
,
, .
,
, ,
.
:

, , ,
,

Norman (2002),
,

(Norman, 2002)
,
(gulfs of evaluation and execution).
,

( )
, , ,
, , .
,
, ,
, .

,
,
. ,
,
.

183
,
.
.
,
, , ,
,
.

.


.
, ,
.
,
. ,

.
4 ,

.

/ ,
,
.

/ .

4 . ,

,
.

.
, ,

184
.
,
2 ,
(3 ),
.
,
,

. ,
,
,
. , ,
,

.

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