Conference article

Morphometrics and Kansei Engineering

Shigekazu Ishihara
Prof, Dept. of Kansei Design, College of Psychological Science, Hiroshima International University, Japan

Keiko Ishihara
Assoc. Prof., Dept. of Communication, College of Psychological Science, HIU, Japan

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Published in: 10th QMOD Conference. Quality Management and Organiqatinal Development. Our Dreams of Excellence; 18-20 June; 2007 in Helsingborg; Sweden

Linköping Electronic Conference Proceedings 26:142, p.

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Published: 2008-02-15


ISSN: 1650-3686 (print), 1650-3740 (online)


In Kansei engineering; we have been treated sample shapes as categorical variables (nominal scale). Typical coding are such like long tall / short / cubic or round / square corners. Categorically coded design elements are assigned as Xs; Kansei evaluation value on a Kansei word is assigned as Y; then weights on Xs are solved with Quantification Theory Type I. This way of analysis is useful in the practical applications those have compounds of various types of design elements. Meanwhile; the shapes had not been treated as mathematical quantity for long time of Kansei studies.

In this study; we use methodologies of Morphometrics to deal with shapes; which have been developed in paleontology. It converts shapes into statistically treatable values; and then we seek the relations with Kansei. By dealing with shapes as values; we can analyze shapes from the basic statistics such as distribution type; to model building with multivariate analyses like classification or projection onto lower dimensional space. Then; we can build mathematical models of shape space and relations between shapes and Kansei. Kansei can be realized as detailed shape of concrete product.

Morphometrics has been developed in paleontology field to statistically analyze shapes of fossilized ancient beings. When comparing fossil shape variations by different places; we cannot find exact same age samples; thus their sizes differ. Also; fossils don’t have standard horizontal or vertical basis line or plane; then we have to align them with rotation to minimize the direction differences.

In this study we analyzed car headlights; and the situation is quite similar. Head light size varies with cars; and many cars have oblique shaped lights. From the front view; their directions are also different. Some lights have upward shape; and others are horizontal shape.


Kansei analysis; Morphometrics; Shape analysis; Statistics; Geometry; Multivariate analysis


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