Fundamentals of product design applying kansei engineering that new employees in the design department should know

Understanding the Basics of Kansei Engineering

In today’s competitive market, creating products that cater to both functionality and emotional appeal is crucial.
Kansei Engineering plays a significant role in this process, blending the art of design with the science of human emotions.
It helps designers create products that not only meet users’ physical needs but also resonate emotionally.

Kansei, a Japanese term, relates to an individual’s emotional response to external stimuli.
In the context of product design, Kansei Engineering involves understanding these emotional responses to improve user experience.
As a new employee in the design department, acquainting yourself with the basics of Kansei Engineering can aid in developing products that stand out in the market.

Integrating Emotional Appeal into Product Design

Kansei Engineering emphasizes the importance of emotional engagement.
When designing a product, it’s vital to consider how it makes users feel.
For instance, the choice of materials, colors, and textures should evoke positive emotional responses.

The process begins with identifying the target audience and understanding their preferences and desires.
Conducting surveys and interviews can provide invaluable insights into what users expect from a product.
These emotional wants must be aligned with the practical features to create a harmonious product design.

The Core Components of Kansei Engineering

To effectively apply Kansei Engineering, one should understand its core components.

1. Emotional Assessment

The first step involves assessing the emotional needs and expectations users have for a product.
This process might include direct interactions with target users, gathering feedback, and analyzing trends.
The goal is to comprehend users’ emotional desires – whether they seek comfort, excitement, nostalgia, or prestige.

2. Image Scale Development

The image scale represents various design aspects that can evoke specific emotional responses.
Developing an image scale involves cataloging design elements like shapes, colors, and materials and associating them with particular emotional attributes.
For example, soft curves and pastel colors might evoke calmness, whereas sharp angles and bold colors can suggest power and dynamism.

3. Product Testing and Feedback

After creating prototypes based on the image scale, testing is crucial.
By presenting these prototypes to users, designers can collect feedback on the emotional impact of the design.
This step allows for refining the product so that it aligns more closely with users’ emotional expectations.

Kansei Engineering Techniques in Action

Several techniques make Kansei Engineering practical in real-world design scenarios.

Semi-structured Interviews

Conducting semi-structured interviews allows for a blend of qualitative and quantitative data collection, capturing rich emotional insights.
Designers can identify recurring themes in users’ responses, which can inform design strategies.

Semantic Differential Scaling

This method involves presenting users with a list of bipolar adjectives related to the product and asking them to rate on a scale how they perceive the product.
It provides quantitative feedback on the emotional impact of different design elements, allowing designers to adjust features accordingly.

Factor Analysis

Factor analysis is a statistical method that helps in understanding complex interactions between various design elements and emotions.
By identifying the main factors influencing users’ emotions, designers can prioritize these in the product development process.

Implementing Kansei Engineering in Product Design

For new employees in the design department, implementing Kansei Engineering can initially seem challenging.
However, breaking it down into manageable steps makes it more approachable.

Step 1: Research and User Engagement

Begin with thorough research on the target market.
Engage with prospective users through surveys and interviews to gather primary data on emotional desires.

Step 2: Develop an Emotion-Centric Design Strategy

Use the insights gained to develop a design strategy that places emotion at the forefront.
This strategy should include key design elements like form, materials, and user interface that align with the target emotions.

Step 3: Prototype and Test

Create prototypes of your design concepts and test them with users.
Observe their reactions and gather feedback to understand if your designs hit the emotional marks intended.

Step 4: Iterate Based on Feedback

Product development is iterative.
Use the feedback collected to refine your designs, ensuring they meet both functional and emotional user needs.

The Benefits of Kansei Engineering in Product Design

Adopting Kansei Engineering offers multiple benefits, not just for the user but also for the brand.

Enhanced User Satisfaction

Products that connect on an emotional level tend to have higher user satisfaction as they fulfill not only practical needs but also emotional desires.

Increased Market Differentiation

By focusing on emotional aspects, products can stand out in a saturated market, offering unique value propositions.

Long-term Brand Loyalty

When users develop an emotional connection with a product, it fosters long-term loyalty, potentially leading to repeat business and positive word-of-mouth.

Conclusion

Kansei Engineering provides valuable tools and insights for creating emotionally resonant products.
As a new designer entering the field, understanding and applying these principles can significantly influence your success in product development.
By bridging the gap between emotion and design, you can create experiences that customers cherish and remember, thus contributing to both individual growth and organizational success in the marketplace.