Eliciting design knowledge from affective response

Authors: MengDar Shieh YuEn Yeh ChihLung Huang

Publish Date: 2015/07/30

Volume: 7, Issue: 1, Pages: 107-120

PDF Link

Abstract

In the last 20 years the Kansei engineering system KES has employed a variety of mathematical models to overcome design problems in consumer products However the increasing globalization of consumer markets has made the acquisition of market knowledge more competitive than ever therefore a strong focus has recently been placed on developing the means to capture consumer affective responses and obtain comprehensive data related to preferences in product exterior features Rough set theory RST is a rulebased knowledge acquisition method capable of targeting imprecise nonlinear human perceptions Surprisingly little research has been conducted into the development of KES combined with RST Therefore this study used a systemic approach to perform a visual design of a toothbrush by combining the Kansei engineering and RST for exploring the relationship between form and color during a product evaluation We also provide a pointbypoint comparison of KES with RST to provide a reference for the merging of these two techniques These findings will be of considerable interest to marketing researchers artists product designers and color scientists as well as manufacturers and research centers

Keywords: