The TQM Journal, Volume 20 Issue 4: The International Review Of Organizational Improvement Kansei affective Engineering Design

## Purpose The purpose of this paper is to present and discuss __Kansei__ engineering (KE), which uses a unique ergonomic technology to produce a new product which fits to consumers' feelings and demands. It is a consumer‐oriented product development method based on the consumer mind. It has been applied to realize several new __Kansei__ products so far. ## Design/methodology/approach KE is sometimes able to create an invention, but mostly it is powerful to create more comfortable and affective products or services to the customers. KE utilizes psychological methods to grasp the customer's feelings, and the data obtained by this method are analyzed using multivariate statistical analyses which are transferred to the design domain (design specifications). ## Findings It was found that a customer has a hierarchy of values of his/her life. All people, from children to the elderly, want to enhance their quality of life. Having qualified products and services, including service men's smiles and greetings is an important factor. ## Originality/value KE is spreading out in the world at present. The paper (witten by the pioneer and founder of KE) tells “a story” about the methods and procedures to create a new __Kansei__ product and refers to the implications of __Kansei__/affective engineering. Cover......Page 1 Contents......Page 2 Editorial Advisory Board......Page 4 Guest Editorial......Page 5 Introduction......Page 10 Methods of Kansei engineering......Page 11 Japanese-style refrigerator......Page 12 Shampoo and treatment......Page 13 Kansei engineering system for home and kitchen design......Page 14 Kansei ergonomics......Page 15 Concluding remarks......Page 16 References......Page 17 Corresponding author Mitsuo Nagamach......Page 18 1. Introduction......Page 19 2. From sensitivity to Kansei......Page 20 3. Kansei/affective engineering......Page 21 3.3 Span the semantic space......Page 23 3.4 Span the space of properties......Page 24 3.5 Synthesis......Page 25 4. From Kansei/engineering to affective engineering design and attractive quality creation ......Page 26 References......Page 30 Corresponding author Jens J. Dahlgaard ......Page 31 1. Introduction......Page 32 Kansei Engineering Approach For Total Quality Design And Continuous Innovation......Page 44 2. Design of intangible events for tangible product......Page 33 3.1 SENSE (sensitive customer experience)......Page 34 3.4 ACT (physical customer experience)......Page 35 4.1 INAX “SATIS”......Page 36 4.2 Nissan “X-TRAIL”......Page 37 4.3 Canvas bag produced by a small Kyoto company “Ichizawa Hampu”......Page 38 4.4 Football J1 team “Albirex Niigata”......Page 39 5. Relationship between functional benefit and customer experiences......Page 40 References......Page 42 Corresponding author Shin’ya Nagasawa......Page 43 1. Introduction......Page 58 2.1 Types of floers......Page 59 2.3 Relationship between colors and......Page 60 3.1 Development of the flowr database......Page 61 4.2 Selection of arrangement shape......Page 62 4.3 Selection of flowe combinations......Page 63 5.2 Algorithm......Page 64 5.3 Application examples......Page 65 Corresponding author Keiko Ishihara ......Page 67 1. Introduction......Page 68 2.1 Design......Page 70 3. General results......Page 71 5. Conclusion and future work......Page 72 References......Page 74 Corresponding author Parul Nanda ......Page 75 Introduction......Page 76 The framework of visual product experience......Page 77 Measuring visual experience of product form......Page 79 Design of semantic differential scales......Page 81 Methodology......Page 82 Part 2: Brand associations and aspirations......Page 83 Part 3: Appreciation (aesthetic appeal)......Page 84 Part 5: Comprehension (elicited expressions)......Page 85 Results......Page 86 Study approach......Page 88 Notes......Page 89 References......Page 90 Corresponding author Anders Warell ......Page 91 1. Introduction......Page 92 2.1 Kansei engineering......Page 94 2.2 Our methodology......Page 95 2.3 Implications for product and pack development......Page 97 3. Natural evaluative language generation......Page 98 3.1 Tool 1: exploration of the semantics......Page 99 3.3 Case study: natural evaluative language generation for a cleaner bottle......Page 100 4.2 Tool 4: concept de nition and selection......Page 101 5. Tools 5 and 6 – consumer survey and interpretation......Page 104 5.3 Case study: interpretation of data from glass bottles for adult sauce......Page 106 6. Summary......Page 107 Corresponding author Cathy Barnes ......Page 108 Abstract......Page 109 1998).......Page 110 2. The proposed framework model......Page 111 3. Conducting the study......Page 113 Participants......Page 117 Correspondence analysis of perceived affective values......Page 118 Commonly desired feelings for waiting areas......Page 119 Experimental results on design attribute associations for calm feeling......Page 122 5. Discussion and conclusions......Page 124 Managerial implications......Page 125 References......Page 126 Corresponding author Ebru Ayas ......Page 128