Youngil Cho

Integrating affective values to sustainable behaviour focused on Kansei engineering

Abstract Due to the changes and complications of emerging society, designers are required not only to know about their design values, but also understand the link between their design and the impacts on the users. This paper aims to show a Kansei focused proposition for sustainable behaviour. By investigating the relationship between Subjective Preference (Like-Dislike) and product evaluation, it shows how affective values, which are used in Kansei engineering researches, influence user’s preferences. In this study, it was considering (1) various factors of product (e.g. the view variation and blackness of products), and (2) Reality Sets (Uninominal–Binominal). Car-front-face, car-side, car-multi-aspect (as Uninominal Reality Sets) and combinations of car front and side (as Binominal Reality Sets) were used as stimuli. The experiment consists of item screening and product evaluation. Subjects were participated in both. The aim of item screening was at selecting subjectively preferred/non-preferred images. Images, which were screened through item screening, were reconciliated per subject. The aim of product evaluation was at investigating if Subjective Preference has related to product evaluation. Semantic Differential method was used as product evaluation method. Evaluation values were preference, aesthetic and pleasure. The findings shows: (1) Subjective Preference is related to product evaluation independently in Uninominal Reality Sets, whereas Subjective Preference is related to product evaluation dependently in Binominal Reality Sets (2) partial preferred images influence product evaluation in Uninominal Reality Sets, whereas Binominal Reality Sets do not influence it.

The Relationship between Preference and Information Types: An Approach to a Preference Model in Intuitive Decision-Making

The aim of this research was to explore that information types make a difference in decision-making. In this experiment, two types of stimuli were used as information types: (1) car front photographs as Uninominal information stimuli (2) Car front & side pair photographs as Binominal information stimuli. Twenty university students participated in the experiment. While Uninominal information stimuli showed a statistical significant difference between like-dislike and aesthetic, Binominal information stimuli showed a statistical significant difference not only between like-dislike and preference, but also between like-dislike and pleasure.

An approach to enhanced Kansei engineering

This paper presents evaluation methods by comparing of multi-faceted design approaches focused on Kansei definitions. The authors suggest subjective innate filter concept to explain the Kansei subjectivity. And the understanding on the subjectivity makes this Kansei definition different from the other definitions. Design researches have been evolved from object-entered to human-centered, and Kansei engineering is based on the human-centered understandings. The worthy of the current paper is that (1) the Kansei definition explains individual diverse decisions in the same situation; and (2) the definition clarifies the reason why individual experiences make decision differences.

Affective Service Design Considered Informational Assimilation of Layout Factors

While the changes in the focus and characters of service design have been complicated, its qualities regarding intuitively preferred factors, have not been investigated enough. This study shows how design factors affect user’s intuitive preference and what make a user’s attention focused on informational assimilation. Through the experiment, the layout factors and its values are verified. It was investigated (1) which layout factors arouse a user’s attention, (2) how much uers were satisfied with the verified factors. The results shows that (1) elaborate images are the most important layout factor among five considerable factors, to arouse user’s attentions, (2) the elaborate figures affect significantly all affective evaluation values, which were proved its relationship between user’s attentions and the evaluation values through previous study; preference, aesthetic, and pleasure.

An Approach for Understanding Motion Graphics in Visual Communication: Focused on Design Experience

Along with technological development, visual design methods make designers more free to express. While visual communication design methods have been often used, visual communication design theories remain unexplored. The aims of this study was to investigate: (1) whether or not motion graphic values were interpreted by non design-experienced subjects as the same as design-experienced subjects (2) which motion graphic values showed different responses between design-experienced subjects and non design-experienced subjects. Seventy subjects participated in this experiment. They evaluated on twelve stimuli with SD (Semantic Differential) words. Twelve stimuli consisted of motion attributions: Moving speed, Speed change, Moving angle, and Figure size. The results revealed that (1) design experiences make a difference in an evaluation on Roughness, Aggressiveness, Power, Pleasure, and Fun values in Moving speed, and (2) Design experience period affects evaluations in motion graphics. The results would be a useful showcase for exploring the relationship between design experience and design values.