06/07/2023
Perhaps "Kawaii"? What is it anyway?
In today's world, filled with various things and events, it's very difficult for us to choose a specific product. When making choices, we often don't think about it, but one of the factors is the emotions that a particular thing evokes in us.
Kansei engineering is a research method proposed by Sanso Naganawa in Japan back in the 1970s. It allows us to understand how the design of a product influences its visual perception and emotional reactions of consumers.
Kansei is a Japanese expression consisting of two syllables: kan, which means sense, impression, feeling, and sei, which means emotional, sensuous. This phrase is used to convey the quality of pleasure derived from using or interacting with an object or item. Hence, there are objects that have a lot of "kansei," while others have little or none.
For example, an automobile designer may have associations like "speed, ease of control, and unique memorable style," while potential consumers may have a simple requirement like "I want my car to look trendy." What design elements can help achieve this? Answering this question is the goal of Kansei engineering analysis.
Why is it needed?
Kansei engineering is often associated with emotional usability. Through research, not only the expectations of the product are analyzed but also how the placement of certain design elements, the use of color combinations, and proportions can create specific emotional impact on the viewer.
Kansei engineering helps companies better understand the emotional needs of their customers and create products that satisfy those needs. This allows them to increase the competitiveness of their products in the market and strengthen their connection with consumers.