Study of an aesthetic/emotional preferences on the product design characteristics

Chung, Kar Yee (2017) Study of an aesthetic/emotional preferences on the product design characteristics. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Basic product’s functionality and quality is insufficient to satisfy customer requirement in today’s market. Challenge is faced by most of the manufacturing companies today as the similar function of products has failed to be the winning criteria in the industry. Therefore, this study aims for investigating and measuring the aesthetic product preferences based on Kansei Engineering (KE) and Cognitive Style Methods (i.e. CSI, Big 5 Theory and KAI). Three objectives have been set (i) to investigate and identify the characteristics of product design related to affective or emotional preferences based on Kansei Engineering; (ii) to analyze the correlation between the design requirements of product towards the customer preferences in terms of aesthetic value based on cognitive and personality style; (iii) to evaluate the design preferences based on Fuzzy Kansei Cognitive Engineering. Interview and surveys are conducted to determine the design attributes, design preferences, personality, and cognitive styles of the respondents. Results of the study show that; (i) five Kansei Words and ten designs are determined from preliminary survey which were used for main survey; (ii) correlation is found between the product design and cognitive and personality style in the aspect of customer preferences in terms of aesthetic value; (iii) Design-6 has been determined as the most preferred design that supported by Fuzzy approach integrated with the Cognitive Style Methods. Thus, this study concludes that customers’ emotional feeling and cognitive style is important to be considered in designing customer preferred water bottle.

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