Study and analysis of cognitive style towards the affective design in Kansei Engineering

Khairulazdan, Nur Khairunisya (2016) Study and analysis of cognitive style towards the affective design in Kansei Engineering. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This project is about product design features based on customer preferences related to customer's Cognitive Style (CoS), Kansei Engineering (KE), and Semantic Differential (SD). The survey conducted with the questionnaires developed in Melaka that contained 3 types of car product (Sedan Car, City Car, and MPV) applied in the scaled 1 to 5 semantic differential of Kansei words. Since the customer preferences to the design of product that are actually contradiction to their technical characteristic (simple, comfortable, safe, sporty and luxury). The objectives of this study us to investigate, analyze, evaluate and validate the features and the design preferences of the product in order to find the priority of the product towards the profile design of the car. The Post- Test is required in order to validate the results, beside the correlation analysis of cognitive style selected (Eysenck Personality Test, Cognitive Style Index and the Big 5 Theory). The purpose of using theses personality and cognitive test is to find an explanation of personal traits and originality of personal behaviour of perception towards the understanding of human psychology related to the product design. The result of main survey shows that the preferences of product design were related to Cognitive Style toward customer's emotional feelings in which customers' cognitive- personality traits (based on CSI and The Big 5 test) is having significant correlation towards Safe and Sporty for City Car and Sedan respectively, while based on EPQ, the significant correlation existed towards Luxury and Safe for City Car and Sedan respectively. Whiles, for MPV car the significant correlation existed between the customers' cognitive - personality traits using CSI and The EPQ towards Sporty and The Big 5 towards Comfortable. Based on these finding, the customers' cognitive - personality traits can use employed to predict what the customer expression towards the product design.

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