Conference article

Perspectives and New Trend of Kansei / Affective Engineering

Mitsuo Nagamachi
User Science Institute, Kyushu University, 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 26:25, p.

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Published: 2008-02-15


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


There are two ways of a product development; one is called as “product-out” philosophy which implies the manufacturer provides technology and design specifications according to decision making of the manufacturer’s side. Another way is “market-in” philosophy which means consumer-orientation for a product development. By this philosophy a manufacturer considers the consumer’s needs and wants and these are transferred to the product function and design. Nowadays the consumers desire consumer-oriented product development; because they have a lot of goods at home and they want to have goods more needed and attractive; very sensitive to their personality.

Kansei Engineering aims to develop such a product that people want to have deeply in their mind. The term of “kansei” implies psychological feeling and needs in mind. Before purchase of a passenger car; every one imagines in mind of “powerful engine”; “easy operation”; “beautiful and premium exterior; “cool and relaxed interior” and son. These words express the kansei; and the consumers willingly want to have such a kind of vehicle; if the manufacturer realizes a vehicle just fit to their imagination. However; it is regret that we have not ever had such science and technology as to treat technologically psychological feeling and needs (kansei).

The kansei engineering is able to grasp the consumers’ kansei; to analyze the kansei using statistical methods; and to transfer the analyzed data to the design domain. Nagamachi founded the kansei engineering around in 1970 in Hiroshima as a customer-oriented product development. He has engaged in the development of the kansei engineering for over 35 years and developed a lot of the kansei products and the kansei engineering methods (Nagamachi; 1974; 1989; 1995; 1996; 1998; 2002: 2005)


Kansei Engineering; Affective Engineering; Customer-oriented; SD scale; Factor Analysis; Quantitative Theory; Rough Sets Theory


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