For new employees in the design department! Fundamentals and practice of product design using kansei engineering

Introduction to Kansei Engineering

Kansei Engineering is a fascinating approach that integrates human emotions and feelings into product design and development.
It originated in Japan and has become an influential method in understanding consumer needs on a more profound emotional level.
For new employees in the design department, grasping the fundamentals of Kansei Engineering can significantly enhance the ability to create products that resonate with users.
This article will delve into what Kansei Engineering is, its importance in product design, and how to apply it in practical scenarios.

Understanding Kansei Engineering

What is Kansei Engineering?

Kansei Engineering is a method that translates emotions and feelings into tangible product features.
The term “kansei” refers to the psychological feelings and emotions that a person experiences.
Through Kansei Engineering, designers can identify the emotional needs of users and incorporate these into the design process.
This means going beyond functionality and aesthetics, to create products that evoke the desired emotional response.

The Importance of Kansei Engineering in Product Design

The primary reason Kansei Engineering is crucial in product design is that it acknowledges the user’s emotional connection to a product.
By understanding these connections, designers can create products that are not only visually appealing but also emotionally satisfying.
This can lead to increased customer satisfaction, brand loyalty, and ultimately, better market performance.
In a world where consumers are inundated with choices, products that resonate emotionally stand out.

Difference Between Kansei Engineering and Traditional Design

Traditional design often focuses on functionality, efficiency, and aesthetics.
While important, these factors do not always account for the emotional impact a product may have.
Kansei Engineering adds another layer by integrating psychological insights into the design process.
It recognizes that users often make decisions based on emotions and how a product makes them feel.
Thus, Kansei Engineering helps create designs that speak to users on a more personal level.

Practicing Kansei Engineering in Product Design

Step 1: Identifying Kansei Words

The first step in Kansei Engineering is to gather “kansei” words.
These are descriptive words or phrases that capture the emotions and feelings the product should evoke.
For example, a smartphone could elicit feelings of “elegance,” “simplicity,” or “power.”
Conduct surveys, interviews, and focus groups to identify these emotional descriptors from potential users.

Step 2: Translating Kansei Words into Design Elements

Once kansei words have been identified, the next step is to translate these words into specific design elements.
This involves brainstorming how various features, colors, textures, and shapes can convey the identified emotions.
Engage with cross-functional teams, including engineers and marketers, to explore creative ways to bring these feelings to life.

Step 3: Prototyping and Testing

After mapping out the kansei words onto design elements, it’s time to create prototypes.
These prototypes should aim to reflect the emotional responses identified in the earlier stages.
Testing these prototypes with actual users is critical to determine if they truly evoke the desired emotions.
Gather feedback and make necessary adjustments to refine the product further.

Step 4: Iteration and Refinement

Kansei Engineering is an iterative process.
Based on user feedback, continue refining the product to enhance the emotional connection.
This may require revisiting initial kansei words, design elements, or even testing new prototypes.
The goal is to perfect the product until it aligns with user expectations on emotional and functional levels.

Practical Applications of Kansei Engineering

Case Study: Automobile Industry

The automobile industry is a significant beneficiary of Kansei Engineering.
Car manufacturers use this approach to design vehicles that not only look good but also feel good to drive.
For instance, car interiors are designed to evoke feelings of comfort and luxury.
Dashboard layouts, seat designs, and even the sound of the car door closing are carefully crafted to meet emotional expectations.

Case Study: Consumer Electronics

In consumer electronics, companies utilize Kansei Engineering to develop gadgets like smartphones, laptops, and headphones that offer satisfying user experiences.
The textures, colors, weight, and tactile feedback of these devices are all carefully chosen to resonate with users emotionally.
Electronics that embody elegance, simplicity, or innovation are more likely to attract their target demographic.

Case Study: Food and Beverage Industry

In the food and beverage industry, Kansei Engineering helps create packaging, presentation, and product names that resonate with consumers emotionally.
Packaging design that suggests freshness, premium quality, or nostalgia can significantly influence purchase decisions.
Kansei Engineering ensures that the overall product experience aligns with consumer emotions, leading to increased satisfaction.

Conclusion

For new employees in the design department, understanding and applying Kansei Engineering can transform the way products are designed and perceived.
By focusing on the emotional responses of users, designers can create products that are not only functional and aesthetically pleasing but also emotionally engaging.
As the marketplace continues to evolve, those who master Kansei Engineering will likely lead the way in developing products that genuinely connect with users. This approach not only enriches product design but also enhances the overall user experience, ensuring that products resonate on a deeper level with the end-users.