Taki Kanda

Colors and Kansei

In this paper human Kansei to colors is studied investigating the relation between colors of food and feelings of tastiness of food. This study aims at an approach to Kansei marketing perceiving the meal market. It is important for meal marketing to take consumers Kansei into consideration since consumers choice of foodstuff is much influenced by human Kansei. What we feel tasty to food is not related to only the sense of eating but also the sense of smell, sight, touch, hearing, etc., and especially the sense of sight is the most delicate sense organ compared with other sense organs of human body. Here the colors of the surface of food are perceived and it is studied how we feel tasty to food depending on the colors of the surface of food

Analysis of Human Feelings to Colors

In this paper human feelings to colors are studied investigating the relation between colors of food and feelings of tastiness of food. It is important for meal marketing to take consumer’s feelings into consideration since consumer’s choice of foodstuff is much influenced by human feelings. What we feel tasty to food is not related with only the sense of eating but also the sense of smell, sight, touch, hearing, etc. because it does not concern only taste but also savor, flavor, dishing up or coloring on dining tables, the temperature or texture of food, the sound of chewing food, etc. The sense of sight is the most delicate sense organ compared with other sense organs of human body. As for the sense of sight it is considered that the appearance of food such as the colors of the surface, the shape or gloss has a great influence on the human feelings of tastiness. Here the colors of the surface of food are perceived and it is studied how we feel tasty to food depending on the colors of the surface of food.

Kansei for colors depending on objects

Kansei means human feelings in Japanese. Many studies on the analysis or evaluation of Kansei have been conducted. However Kansei is very complicated and it is not easy to analyze or evaluate. When we consider how we feel about color, it is necessary to take various things into consideration. For example, it must be very important to consider that our preference of colors might vary with objects. Here we take the interior (curtain, wall, floor) and the tableware (plate, cup, pan) and examine how human preference varies with objects using method of order.

Making Scale with Units by Using Order Statistics from the Normal Distribution in AHP

AHP (Analytic Hierarchy Process) was created as a method to help us make decision by Tomas Saaty in 1970s and has been widely adopted in various fields such as economic problems, management problems, economic problems, energy problems or city planning etc. in many areas --- U.S.A., Europe and other areas. In AHP paired comparison is used and the values to answers in paired comparison are ratio-based scale. It is generally said that AHP has a problem such that the values for evaluation do not have units. In order to let the values for evaluation have units, order statistics from the normal distribution are used for the values to answers in paired comparison. By using order statistics for the values to answers in paired comparison, the values for evaluation are obtained, the units of which are the standard deviations of the standard normal distribution(i¾?= 1) on the basis of 0. Here taking a problem of selecting meals based upon human feeling, AHP is applied so as to obtain the values for evaluation of meal products which make us possible to easily compare our meal preference.

Studies on method for measuring human feelings

In this paper it is studied how to measure human feelings. Since human feelings are not simple and very complicated and it is not easy to evaluate them. Generally human feelings are considered nonlinear and methods for paired comparison are useful to deal with nonlinear problems. For the reason it is studied how to use paired comparison for measuring human feelings. Among many methods for paired comparison Case V of Thurstons method is perceived. For the measurement obtained by Case V of Thurstons method for paired comparison is useful because the units of the measurement are the standard deviations of the standard normal distributions Here it is discussed to measure human feelings using paired comparison.