Design Approach to Improve Kansei Quality Based on Kansei Engineering

In recent years, design has improved with development of manufacturing techniques. Only products that satisfy the consumer survive. Karino [1] has suggested the 3 types of quality based on relationship with physical fulfillment and individual satisfaction of designed objects; 1) Must-be quality, 2) One-dimensional quality, such as usability and operability and 3) Attractive quality, such as pleasantness, preference. Attractive quality is especially related to the user’s potential needs because it is deeply related with the user’s Kansei (emotional) satisfaction. Furthermore, Noman [2] has suggested 3 levels in design; visceral, behavioral, and reflective design engaging the appearance, efficiency and satisfaction (personal, memories etc) respectively. Against this background, many approaches based on Kansei engineering have been conducted in Japan with the aim of offering more likeable designs. However, Kansei engineering does not have a long history. In a 1986 lecture at the University of Michigan the president of Mazda Motor Corporation introduced Professor Nagamachi’s car design process based on Kansei engineering. In the design process, perceptions of users’ were analyzed statistically. Kansei engineering has since then been used worldwide leading to the development of the Japan Society of Kansei Engineering (JSKE). JSKE quantifies various characteristics of design to meet vast individual needs. In 2007 the Japanese Ministry of Economy accepted a ‘Declaration for creating Kansei Value’ as a national declaration further boosting public interest in Kansei quality [3]. These foregoing highlights the importance of Kansei quality in the future design. Clarifying the role and potential of Kansei engineering in design is crucial to the development of Kansei quality. Using Kansei engineering case studies this paper examines the role and potential of Kansei and Kansei quality.