Kansei Engineering
Kansei engineering is a methodology developed in Japan to identify, capture, and integrate emotional preferences into the design of products and services. Developed in the 1980s by Professor Mitsuo Nagamachi of Tokyo Denki University in Japan, the process is based on the concept of Kansei, which is the Japanese word for sensitivity or feelings. Kansei engineering was initially applied to the field of psychology, but its relevance for product- and service-design quickly became evident; today, it is used broadly in the fields of product design and marketing research.
Kansei engineering connects subjective feelings to the process of product design. Its main objective is to examine the relationship between people and products, and to use this to create better-designed products. It does so by taking into account the emotional responses and feelings of a product’s intended users. The process involves collecting psychological data from a wide range of individuals, typically by asking them what they think of a product — its shape, color, textures, etc. Manufacturers can then use this data to create products that are more closely attuned to their user needs, as opposed to products that simply utilize the latest technologies or trends.
Kansei engineering works by identifying the link between user attributes and material properties, as well as modeling emotions in a systematic way. For example, a product manufacturer may identify a set of user attributes (such as sporty or luxurious) and then match these with the material properties of their product – such as fabric, colors, shapes, and textures. This data can then be used to model how a user will feel about a product or service.
Kansei engineering relies heavily on user data and feedback. This can be gathered through a variety of methods, such as surveys, interviews, and focus groups. Manufacturers can then use this data to identify the emotional features of their products, as well as behavioral and cultural trends. The information gained from this process can be used to inform product design decisions, such as adjusting colors, textures, and materials.
Kansei engineering is particularly useful for Japanese companies, whose culture places a high value on emotional responses and relationships. It’s also a beneficial tool for companies that want to create powerful emotional connections with their customers; products that are designed with the user in mind tend to be more attractive, and therefore more successful in the marketplace. Kansei engineering can also provide a basis for creating successful marketing campaigns, since it can enable brands to effectively identify how customers view their products and services.
In conclusion, Kansei engineering is a valuable tool for product designers and marketers. By taking into account the emotional responses of intended users, it enables manufacturers to create better-designed products that offer more meaningful experiences. By collecting psychological data and incorporating it into the design process, it can also aid in the development of successful marketing campaigns. In the end, Kansei engineering helps to balance the latest technologies and trends with the emotional needs of people, making it an important aspect of product design and marketing.
