Designing Watch by Using Semiotics Approaches

Nasser Koleini Mamaghani
Department of Industrial Design, School of Architecture and Environmental Design, Iran University of Science & Technology, Iran

Azadeh Dalir
School of Architecture and Environmental Design, Iran University of Science & Technology, Iran

Behzad Soleimani
Department of Industrial Design, Faculty of Art, Alzahra University, Iran

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Ingår i: KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Linköping Electronic Conference Proceedings 100:43, s. 527-533

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Publicerad: 2014-06-11

ISBN: 978-91-7519-276-5

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


Today industrial design is one of the most important pervasive components of design which covers many various field of activity. In the process of product design; understanding the impression of a whole design target is an essential issue. When a consumer is faced with an interactive product or interface; the designer need to have a thorough knowledge of the use of semiotics when attempting to convey feeling and emotions to the consumer. Designer work towards a product to be achieved with the help of representations of semiotic means; used according to identifiable aesthetic; criteria and cultural factors. In this area; Kansei engineering technique are being successfully applies in consumer product design. A Kansei engineering study applied to watch (as a case study) with especial attention in the selection of semiotics is presented. This study used most frequently selected kind of watch (from view point of shapes; sizes; colors; and material) which has been chosen by customers. Ten type of watches and total of twenty opposite Kansei words were used in the experiments. One hundred participants were asked to measure the intensity level of feeling using semantic differential method; toward Kansei words. Participant ask them about each watch if it’s kind or rough; reliable or unreliable; positive or negative and etc. This step specified which signs refer to which result in user mind. In a reverse process this study could find for a specific judgment which signs are needed and which signs are more interest than the others.


Semiotics; Kansei Engineering; Watch; Meaning; Cognition Science.


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