DESIGN ON KANSEI ENGINEERING

INTRODUCTION (human emotions at the heart of product development)

Kansei Engineering (Kansei Kougaku) is an integrated manufacturing system and product development
tool that strives to please consumers in two ways. It aims to please customers with the product’s aesthetic
qualities as well as its performance. A product’s ‘aesthetical qualities’ refers to how it feels, looks, smells, etc.
(how a certain product or service makes us feel)

HISTORY

Founded by Mitsuo Also called

Nagamachi, emotional or aims at the development It parametrically links the
Professor Emeritus affective or improvement of customer’s emotional
of Hiroshima engineering products and services by responses (physical and
University (1970's) translating the customer’s psychological) to the
The emotions psychological feelings properties and
Began with the between users and and needs into the characteristics of a
observation of the products. To domain of product design product or service.
customer’s behavior. provide best
utilization and

WHY EMOTIONS MATTER IN DESIGN

1. Enhanced User Experience – products and services designed with emotion in mind (Cellphone
Brand)
2. Customer Loyalty – a product that resonates emotionally with users often leads to greater customer
loyalty (Starbucks)
3. Competitive Advantage – not enough for the product to be functional (Tesla)
4. Increased Sales – emotional connection drives purchase decision (Coca-Cola)
5. Human-Centered Approach – shifts the focus from meeting functional requirements to considering
the human aspect of design leading to more meaningful and relevant solutions (Airbnb)
6. Brand Identity – consistently deliver emotionally engaging products that can really establish a
strong, positive brand identity (Disney)

KEY PRINCIPLES OF KANSEI ENGINEERING

 Sensory and Emotional
Evaluation
Humans have an effective (emotional)
response and a rational (cognitive)
response for every sensory.


MULTIDISCIPLINARY
ACTION
Collaborating with experts from different
disciplines enriches the design process.
Effective design is not a one-size-fits-all
endeavor. Synergy of knowledge and
expertise.

USER-CENTERED DESIGN
(fundamental principle of Kansei
engineering)
Designing products, services, or systems
should prioritize the needs, preferences,
and experiences of the end-users.
User research, User Persona Creation,
Task Analysis, Ideation and Prototyping,
Usability Testing, and Iterative Design
KANSEI ENGINEERING METHODOLOGY

Very crucial Dive deep on the

step. Gather collected
information information. Use
about the user various
emotions and techniques to
preferences and identify patterns,
sensory trends of the
collected data.

Transform your
insights into Put your
tangible design prototype to test
concept, create with real users.
prototypes or You are going to
mock-ups. get feedbacks.

CHALLENGES IN KANSEI
ENGINEERING
 Data Collection Complexity (Quantitative,
qualitative, mixed)
 Data Analysis and Interpretation
 Balancing Aesthetics and Functionality
 Resource and Time Constraints
 Cultural and Contextual Variations
 Resistance to Change

FUTURE TRENDS
- AI and Machine Learning Integration
- Virtual and Augmented Reality
“The designer does not begin with some preconceived idea. Rather, the idea is the result of careful study
and observation, and design a product of that idea.” – Paul Rand