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

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 step. Dive deep on the

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

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

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