Kansei and Iranian Cultural Challenges; The use of Traditional Motifs in Design

Negin Yashmi
University of Tehran, Iran

Maryam Bahoosh Sabet
University of Science and Technology, Iran

Hamid Amouzad khalili
Polytechnic of Torino, Italy

Behnaz Hatami Hatami Dizgah
University of Science and Technology, Iran

Sepideh Behmaram
University of Science and Technology, Iran,

Maryam Fariborz
University of Science and Technology, Iran

Jalal Yashmi
Shahid Beheshti 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 100:96, s. 1147-1153

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Publicerad: 2014-06-11

ISBN: 978-91-7519-276-5

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


Often customers make their purchase decision based on price; quality and functionality of the product. Sometimes the decision is influenced by the perceived value; which is always subjective and emotion-driven. In order to ensure successful launch of a product; it is extremely important to predict the perceived value of design alternatives systematically based on the common language understood by both target users and designers. It was believed that human verbal expression could not be quantified with absolute values and should be more adequately interpreted. Kansei is a method which does this interpretation. This cross-sectional study was done based on Kansei method and it consists of three stages: First; through newspapers; magazines; web pages; users; interviews and other related sources Kansei words were collected; and four different motifs were tested on the product which is car. One of these samples has been designed with Iranian motifs. A focus group was invited to identify the essential elements that influence the perceived value of product. Third; the perception differences of sample products were conducted to verify the validity of culture index. The findings of this study demonstrated that culture was effective for decision making in product design.


Kansei; design; traditional Motifs; culture; user behavior.


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