KANSEI ENGINEERING AND EMOTION RESEARCH

INTERNATIONAL CONFERENCE 2010

KEER2010

March 2-4 2010

Arts et Métiers ParisTech, Paris

 KEER2010 Guide Book

The Conference Proceedings has been published

with the ISBN 978-4-9905104-0-4
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 Welcome to KEER2010

Améziane AOUSSAT
Conference Chair
KEER2010

Professor and Director of

the Product Design and Innovation Laboratory
Laboratoire Conception de Produits et Innovation

Arts et Métiers ParisTech, FRANCE

On behalf of Arts et Métiers ParisTech, it is my great pleasure to welcome you to Paris for
the International Conference on Kansei Engineering and Emotion Research: KEER 2010.
This event has been co-organized by the Japanese Society of Kansei Engineering, the
Taiwan Institute of Kansei, and Arts et Métiers ParisTech. KEER 2010 is organized for the
first time in Europe, more specifically in Paris. We are all the more proud to host this
conference within our School, which is one of the oldest Schools of Engineering in France,
with a culture that focuses strongly on innovation in technology and processes.
The overall theme of the conference is “Crossing places, crossing experiences, crossing
minds”. We sincerely hope that the conference will set a strong ground for future
scientific and cultural exchanges. With time, we hope that the contacts you will make
here will help construct long-lasting bridges between our cultures, and bring us closer
together in mutually beneficial work relationships.
We have been fortunate this year to receive many contributions from25countries
worldwide, which added up to 410 submitted papers and posters, over 230 of which were
selected in the final program. In the next three days, we have organized 7 simultaneous
sessions to host presentations from the authors, as well as two keynote presentations
every day. We hope each and every one of you will find nourishment for your scientific
curiosity and for future lively and fascinating debates.
I am greatly thankful to all authors for their excellent contributions, to the program
committee members, and to the referees for their contribution and valuable insight
during the reviewing process. I would also like to thank all the people who have helped
with organizing the conference: Prof. Hisao SHIIZUKA (Kogakuin University, President
of JSKE), Prof. Kuohsiang CHEN (National Cheng-Kung University), Prof. Toshimasa
YAMANAKA (University of Tsukuba), Prof. Yu-Ming CHANG (Southern Taiwan Universty
of Technology), Assistant Prof. Pierre LEVY (Eindhoven University of Technology) and
Assistant Prof. Carole BOUCHARD (Arts et Métiers ParisTech). Particular thanks go to the
members of the KEER 2010 organizing committee here in Arts et Métiers ParisTech.
Welcome to Paris. We wish you all a very fruitful and convivial conference.
Améziane AOUSSAT
Conference Chair

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A message from JSKE
Hisao SHIIZUKA
President of Japan Society of Kansei Engineering
Conference Co-Chair
KEER2010

Professor
Department of Information Design

Kogakuin University, JAPAN

On behalf of the Japan Society of Kansei Engineering (JSKE) I would like to extend a hearty
welcome to the participants in KEER2010. This is a memorable conference, because it is
the first time KEER has been held overseas. The first, KEER2007, was held in Sapporo in
October 2007, and the second, KEER2009, was held in Osaka in March 2009. KEER2010
was jointly organized by JSKE, by Arts et Métiers ParisTech, and by TIK. It is especially
significant that Kansei Engineering and Emotional Research is finding its way onto the
world stage, with this first overseas conference scheduled to open in Paris. This means
that KEER2010 will provide an ideal opportunity for Kansei to attract the attention of
many people around the world.
The greatest mission of academia is to feed research results back into society. The number
of contributions to JSKE’s academic journal has been steadily growing, and interesting
papers that deal with topics across various academic disciplines are becoming popular
among readers. JSKE has been publishing its academic journal, Kansei Engineering
International Journal, in English since its foundation. This is proof of JSKE’s strong
commitment to promulgating its research results worldwide.
Generally, there seem to be many who think Kansei engineering is a method aimed
at treating Kansei from an engineering perspective. In this approach, engineering is
considered necessary to deal with Kansei. But I don’t think so. In my view, it is more
appropriate to think that engineers should adopt Kansei or find out more about it.
Engineering is an academic discipline that has been developed with an emphasis on its
usefulness to humanity. However, it has become increasingly difficult for engineering to
be continuously useful to, and valued by, people by maintaining a framework that attaches
importance only to craftsmanship and functionality. Therefore, the time has arrived for
engineering to become reconciled with Kansei because of a paradigm shift in values.
Sensitive people are those who are creative. The development of elemental technology
and innovation does not always gain recognition as a creative task. If the development of
both these things were to extend into the creative side of academia, many people might
doubt that it would constitute true engineering. Kansei is a breakthrough in our efforts to
reconcile creativity and engineering.
I am sure people still clearly remember a surge of interest in Kansei following the “Kansei
value creation initiative” launched by the Japanese Ministry of Economy, Trade, and
Industry last year. However, it is true that there remain tasks in many areas, such as the
need to look at Kansei values from a new perspective to distill the universal features of
Kansei or lay down guidelines for a concrete approach to it. The natural consequence of
this in scientific discussions is the quantification of Kansei and, importantly, the adoption

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of a brain science approach to this discipline. I believe this must be discussed more
actively. What I mean is that we need to know how to universally grasp the art of the
great masters and extract the essence of Kansei from it.
I shall be more than happy to help many of you to develop an interest in Kansei research
by providing clues to the discipline of Kansei.
Last but not least, I would like to sincerely thank Professor Améziane Aoussat of Arts et
Métiers ParisTech for all the trouble he has taken to jointly host KEER2010.
Hisao SHIIZUKA
President of Japan Society of Kansei Engineering

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A message from TIK

Prof. Kuohsiang CHEN

President of Taiwan Institute of Kansei

Professor
Department of Industrial Design

National Cheng Kung University, TAIWAN

On behalf of the Taiwan Institute of Kansei (TIK), I would like to welcome the participants
to KEER2010. This year, the KEER Conference will cover many areas related to Kansei
and emotion research, with a worldwide scope and with an increasing contribution of
the Taiwanese researchers in these fields. This growing interest of Taiwanese researchers
in the field of Kansei is partly due to the continuous disseminating action led by the
Taiwanese Institute of Kansei since 2007.
KEER 2010 Conference will be a great and nice event for promoting Kansei Studies and for
sharing Kansei knowledge between academicians and practitioners.
I would like to warmly thank Professor Améziane Aoussat, Chair of KEER2010, and
Professor Hisao Shiizuka, President of JSKE, for the co-organisation of KEER2010.
We wish you a very nice conference.
Kuohsiang CHEN
President of Taiwan Institute of Kansei

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Keynotes

Keynote 1

Prof. Akira HARADA

President, Sapporo City University

JAPAN

Prof. Akira Harada worked as a product planner at the GK Industrial Design Associate until
1978. He moved to the Faculty of Institute of Art and Design of the University of Tsukuba.
(1978-2005) He studied cognitive science at the Illinois Institute of technology in USA, He
began to research on the interface design (1985-1986). After that, he started to study
the theory of interaction and function of Kansei. He was a board member to establish the
Japan Society of Kansei Engineering (JSKE) 1999. He gave a lecture “KANSEI evaluation
through network and log analysis” at the 1st International conference on Design and
Emotion, TUDelht, 1999. He established the Doctoral major course in the graduate
school of comprehensive human sciences of the University of Tsukuba with such as Brain
Sciences, Cognitive Sciences, Disability Sciences, and Kansei Information sciences, 2001.
He was a former chair of Japanese Society for the Science of Design (JSSD), and a former
chair of Japan Society of Kansei Engineering (JSKE).

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 Keynotes

Service Design with Kansei Engineering

In order to grasp function of Kansei, it is important to describe the function of Kansei
and to build the model. Since Kansei is very comprehensive function, not vertical type
research organization as before but trans-disciplinary approach is required for it. For a
new product creation, the information by the Kansei-action which man is performing,
and Kansei information data is utilized, and we are researching the interactive product
development. We succeeded Kansei information measurement technical development
and Kansei Interaction technical development using brain wave technology. In the
University of Tsukuba doctoral program, Neuroscience, Psychology, Disability Science, and
Science of Arts were integrated. This educational program of Trans-disciplinary approach
aims to solve various compound subjects in society and industry. The complicated
technical solution in man/woman, nature, society, environment, and industry can be
discovered. It is because the function of man’s Kansei was not considered to have played
the important role by these complicated problems until now. Since many cases of these
Kansei-processes were not intentional action but unconscious actions, it was not set as
the scientific field. However, such unconscious action is just the trigger that makes man’s
final intention decisive. According to some “service design” examples, I would like to
introduce that research of Kansei engineering and feeling carries out a big contribution
to our social systems.

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Keynotes

Keynote 2

Prof. Kees OVERBEEKE

Eindhoven University of Technology

THE NETHERLANDS

Kees Overbeeke studied psychology at the Katholieke Universiteit Leuven, Belgium (Ma
1974). After working there, he moved to the Faculty of Industrial Design Engineering
at the Delft University of Technology, the Netherlands, where he gained his PhD (1988)
on spatial perception on flat screens. He headed the group of Form Theory as Associate
Professor until his move to the Department of Industrial Design of the TU/e in 2002.
During the 2005-2006 academic year he was Distinguished Nierenberg Chair at Design
CMU Pittsburgh, USA. In 2006 he was appointed full professor at TU/e. He now heads the
Designing Quality in Interaction group (DQI). DQI consists of seven PhD-ed designers, and
is one of the leading design research groups in the world. He strongly believes that design
research should be theory driven, and that collaboration with industry is paramount
(among others, collaboration with Philips, BMW, Unilever, Nissan, Adidas, and Microsoft).

Kees Overbeeke initiated several new subjects in design research: design and emotion,
funology, aesthetics of interaction, rich interaction and design and ethics. He published
extensively on these subjects in journals, books and conference papers. He initiated
the “Design and Emotion” and the “Designing for Pleasurable Products and Interfaces
DPPI”conferences. He was keynote speaker, and member of the scientific committee, of
several international conferences, and has been plenary speaker at CHI 2009 in Boston,
USA.

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 Keynotes

From Kansei, to emotion to aesthetics to ethics in

interaction design
The last 25 years I was part of parallel developments in Japan and the western world.
As Japan developed Kansei, the West re-discovered emotion, specifically in interaction
design research. Several people of our group visited Tsukuba, myself included. In the
mean time a first PhD project on the role of emotion in design was finished. As all of our
work, it focuses on action as the typical human way of opening up meaning. Therefore,
designed artefacts serve as “physical hypothesis”. Research through design is our method.
Emotion in interaction design quite naturally moves towards aesthetics of interaction.
Again we contacted Tsukuba, and did a workshop with their and our students working
together. Aesthetics was opened up through music. Recently we included “ethics” into
our teaching and research: the good and the beautiful touch. My talk is illustrated with a
myriad of filmclips showcasing our work.

I conclude by stating that design is essentially a discipline that operates on a

phenomenological level. Opening up the poetic dimension at people’s experience level is
therefore a must in design research.

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Keynotes

Keynote 3

Dr. Simon SCHÜTTE

Linköping University
SWEDEN

Simon Schütte studied mechanical engineering at Braunschweig University in Germany.

After a period working for Volvo AB, he returned to the academy and is now an assistant
professor at Linköping university in the area of machine design and product development.
He has been working with Kansei Engineering methodology since 2000 and presented
is PhD thesis in 2005 on the topic. It was the first PhD thesis work published on Kansei
Engineering methodology in English language. In the meantime he has published a
number of publications among them a book, several book chapters and journal papers;
most of them describe product development projects using Kansei Engineering as main
method. Simon Schütte has also been involved as a consultant in European industrial
companies developing Kansei products.

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 Keynotes

Adjusting Kansei Engineering methodology to European

company philosophy
Affective Design and Kansei Engineering in particular is a relatively new field of research
in the West. Linköping University in Sweden has been pioneering research and application
in Europe since 1999. A close cooperation to Japanese researchers and companies was
prudent to overcome initial difficulties. In early European studies, severe difficulties were
obtained in the attempts to apply the original Japanese methodology. Reasons for this were
manifold and complex. One cause was certainly the shortage of competence on affective
design in European companies, but also the fact that incitements for improvement of
product design seemed to be lacking. Moreover, the Japanese data collection systems
were in many test cases not yielding valid results. Among other problems the traditional
5-point semantic differential questionnaires, one of the heart pieces of Japanese Kansei
Engineering and works perfectly in Japan, created severe problems. In consequence, the
researchers started to improve and validate the methodology and adapt it to a European
context before being able to carry out “real” studies. A new “European” rating scale was
developed and validated. Also new methods for data reduction were introduced in order
to reduce data collection time for the individuals and in this way improve data quality.
As a reaction on the companies lacking competence of the new area a software was
developed collecting and evaluation data using QT1 and Rough sets algorithms. Since
then Kansei Engineering group at Linköping University has been cooperating with several
companies e.g. Electrolux Volvo, Saab, Scania, Toyota/BT. This presentation will also give
examples on Kansei products developed in Europe.

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Keynotes

Keynote 4

Prof. Lola Cañamero

University of Hertfordshire
UNITED KINGDOM

and

Dr. Nadia Berthouze

University College London, UCLIC
UNITED KINGDOM
 

Lola Cañamero is Reader in Adaptive Systems in the School of Computer Science at

University of Hertfordshire, which she joined in 2001. She received a BA and MA in
Philosophy from the Complutense University of Madrid, and a PhD in Computer Science
(1995) from the University of Paris-XI. She worked as a post-doc with Rodney Brooks at the
MIT AI-Lab and with Luc Steels at the VUB AI-Lab. Her research revolves around emotion
modeling for autonomous and social robots and agents, which she approaches from
multiple perspectives, including developmental, evolutionary, functional/adaptational,
and social. Among other relevant publications, she has edited the book Animating
Expressive Characters for Social Interaction (John Benjamins, 2008) and the special issue
of the International Journal of Humanoid Robotics “Achieving Human-Like Qualities in
Interactive Virtual and Physical Humanoids” (2006). She currently coordinates the EU-
funded multidisciplinary project FEELIX GROWING (www.feelix-growing.org) on socially
situated emotional development.

Since 2006, Nadia Berthouze is a lecturer the University College London. After her PhD
in Computer Science at the University of Milan (Italy), she was a postdoctoral fellow at
the Electrotechnical Laboratory (Japan) where she worked in the area of Multimedia
information with a focus on the interpretation of affective content. In 2000, she was
appointed as lecturer at the University of Aizu in Japan where she extended her interest
to the study of non-verbal affective communication. The premise of her research is
that affect and subjective experience should be factored into the design of interactive
technology. At the centre of her research is the creation of interactive systems that exploit
body movement as a medium to induce, recognize and measure the quality of experience
of humans. She is investigating the various factors involved in the way body movement is
used to express and experience emotions, including cross-cultural differences.

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 Keynotes

Designing Affective Artifacts that Support and Engage

Humans: Embodied Emotion, Interaction and Expression
The design of affective technology that can effectively interact with and support humans
requires multidisplinary research efforts addressing multiple aspects of emotion
modelling, behavior and expression, and Human-Machine / Human-Robot Interaction. In
this talk we provide an overview of some of these aspects, covering both how to model
emotional systems that can interact naturally with humans (part I), and how to exploit the
way humans interact naturally in order to build such technology (part II).

Part I (Lola Cañamero): Emotional Robots: Affective Companions or Scientific Tools?

“Affective” and “social” robots that can display and recognize simple forms of emotions
are becoming increasingly popular. Besides their entertainment potential, they can
be useful tools to support us cognitively and emotionally in our everyday activities.
Although research in this direction is witnessing important advances, a big challenge
that researchers in affective robotics still face is the design of robots that humans are
willing to accept and trust. This involves achieving natural interactions that are socially
and emotionally adapted, believable and engaging to the human. In this talk I will
illustrate various aspects of my research on modeling emotional systems, interaction and
expression in robots towards this goal, and which also help scientists understand the
nature, functions, origins, development, and adaptive value of emotions.

Part II (Nadia Berthouze): Body movement in affective HCI (HMI). With technology
becoming ubiquitous, it becomes increasingly important for human-machine interaction
to exploit the various communication channels available to humans. Body movement is
one modality with the potential to enable a more natural form of interaction and facilitate
access to technology to a broader population to access technology. Although body
movement has been garnering increasing interest in recent years, it has been mainly used
as a way to control the technology with little attention to how technology can exploit
body movement to enhance emotional and engagement experience as well as to support
cognitive processes. In this talk, I will discuss this unique potential by discussing a number
of studies from various disciplines, including HCI. I will conclude by identifying a set of
questions that these studies raise to designers of affective technologies.

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Keynotes

Keynote 5

Prof. Kuohsiang CHEN

National Cheng Kung University

TAIWAN

Kuohsiang Chen, with Ph.D. and M.S. degrees from the Institute of Design, IIT, and serving
as section editor for the Journal of Design, is Professor of Industrial Design at National
Cheng Kung University, Taiwan. Dr. Chen has conducted a cross-university research
project on Integrated Multi-sensory Kansei Engineering for Product Development (2002-
2006), and has been the Deputy Director for the Educational Resources Center for Life
Trendy Goods Design (2004-2007) at NCKU. His professional experiences include:
Product Designer for SINO Design & Development and the SAMPO Company; Diagrams
Researcher & Programmer for SPSS Inc.; and Design Specialist for the China External Trade
Development Council, the China Productivity Center and the Council of Labor Affairs. His
principal areas of research interests cover: form generation and style association, Kansei
Engineering, and interaction design. Dr. Chen has publications in areas of form and style
languages, computer-supported formal design, influential factors in interface design, and
Kansei Engineering. He is now a guest researcher at TU Delft, Netherland, after a short
visiting at Tsukuba University, Japan.

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 Keynotes

Kansei Research in Taiwan

After accepting the enthusiastic encouragements from the researchers around the world
at the KEER 2007 in Sapporo, Japan, and with tremendous efforts of my colleagues and
students at NCKU, Taiwan Institute of Kansei (TIK) was formed on the 13th of December,
2008. But, long before that, the first master thesis on Kansei Engineering “A Concise
Procedure for Executing Kansei Engineering” was completed at National Chiao Tung
University in 1996. A special interest group on Kansei Engineering was established
at NCKU in 1999, followed by the first special section on Kansei Engineering in the
Technology and Teaching Conference organized by Ming Chi University of Technology
in 2000. The first journal paper on Kansei Engineering “A Study on the Color and Style
Collocation of Mobile Phones Using Neural Network Method” was published on Journal
of the Chinese Institute of Industrial Engineers in 2001. And the first PhD Dissertation
“The Evaluation Bases and Design Optimization for Product Form Attractiveness” was
completed at National Cheng Kung University in 2004.

With these milestones as background, this presentation will first address the forming
process of TIK in detail, followed by offering some overall statistical figures of Kansei
research in Taiwan, and finished by brief descriptions of the two integrated researches
“An Integrated Research on the Application of Compound Kansei Engi

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Keynotes

Keynote 6

TOYOTA EUROPE

Carole FAVART
and
Daniel ESQUIVEL ELIZONDO

Carole FAVART is since 2003 General Manager of European Projects 2, a design

department in Research & Development. Her first education is in Interior and Product
Design. She set up a Design Company in 1990, in which 3 departments were created:
Transportation (aircrafts and boats), Graphic Design (and management of Brand Identity)
and Design Strategy. At the end of 1999, she joined RENAULT where she set up a new
Design Direction, and was responsible for Colour, Materials and Graphic Design, including
navigation systems and Brand identity, such as Formula 1. Toyota Europe newly created
a new cross-functional Division based on multi-expertises, with R&D, Marketing and Style
Members. Strongly convinced that leading edge technologies, and long-term product
strategies have to combine with the design to strengthen the innovation capacity and the
brands’ DNA, She also works for Lexus brand in order to express European expectations to
TMC (Toyota Motors Corporation) Japan.

From Mexico, as Industrial Engineer, Daniel ESQUIVEL ELIZONDO came to France in 2004
to follow the 2-year Master in Research at the LCPI. There he discovered the exciting
fields of innovation and design that had the opportunity to put into practice during his
final research project at Toyota in Belgium, with the mission “create of a tool to measure
the Kansei of car interiors”.Since then, hired by Toyota in 2006, he has contributed to
new model concept definition by defining the key items to improve the interior Kansei.
Together with the Kansei Group, he is currently working on a user-experience based
approach including multi-sensory stimuli and contextual scenarios.

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 Keynotes

Choosing your car depends on a mix of both logical and emotional reasons mutually
influencing each other. Owning it, driving it, showing it to your friends, all this can play
a big role in the final impression of the user experience. In Toyota, the Kansei Group
leads a cross functional activity to create the future experiences in mobility. As a pluri-
disciplinary team, we explore innovative synergies between different competencies
creating potential solutions on customer needs from technological innovations. In
order to understand the customer’s viewpoint, we conduct research on objective and
subjective criteria while taking into account the most pertinent scenarios of usage. Our
approach, based in Kansei Engineering principles, is enriched by other methodologies
as Engineering Emotions, Experience Design, Interaction Design and Sensory Evaluation.

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 Kansei engineering - Chairperson: Simon SCHÜTTE

(80) Improvement of the Valencian Retail Stores

Competitiveness applying Emotional Engineering
Methodologies
CAMPOS Nadia, Instituto De Biomecánica De Valencia, Spain
MARZO Raquel, Instituto De Biomecánica De Valencia, Spain
ALCÁNTARA Enrique, Instituto De Biomecáncia De Valencia, Spain
SORIANO Carolina, Instituto De Biomecáncia De Valencia, Spain
CEMBRERO Paula, Instituto De Biomecáncia De Valencia, Spain
SUCH Mª José, Instituto De Biomecáncia De Valencia, Spain
As the economy has moved from market centred to user driven (Gobé, 2000), nowadays
industry is faced with a new consumer who demands the “products they desire, exactly
when they want them, through venues that are both inspiring and intimately responsive
to their needs” (Gobé, 2000). In today’s market, product and service differentiation not
only comes from delivering top quality services but from delivering the right emotional
appeal along with them. The present paper aims to explain how Emotional Engineering
Techniques can help the Valencian Trade to improve its competitiveness. While these
methodologies are commonly used in the concept and product evaluation stages, the
present case study aims to go one-step further by applying them in the stage of the
development of a Strategic Plan. The Confederación de Empresarios del Comercio
Valenciano (CECOVAL), with the collaboration of the Instituto de Biomecánica de Valencia
(IBV) has approached the study of consumers’ emotional perception of Valencian retail
stores, as well as their influence on the intention of buying and recommending a store.
In this project the emotional success factors were identified in order to develop a
Valencian trade diagnostic. Firstly, identifying the image they convey, their strengths and
weaknesses, and secondly providing various courses of action to improve and maintain
the competitiveness of the sector through innovation. Thirty-five valencian retail stores
from different sectors (textile, food, habitat, etc.) took part in this study. One-minute-
long videos simulating the entry and a short tour in their establishments were the
selected stimulus. The sample of respondents was composed of thirty-two Valencian
consumers with ages ranging from 25 to 50 years old. The experimentation took place
in simulated conditions where the experience of the first approach to the establishment
was reproduced. The questionnaires were designed according to Semantic Differential
methodologies (Osgood et al, 1996), and to avoid order bias the sample was randomized.
First, consumers were asked to rate shops according to a series of emotional terms after
watching the video of their establishments and were asked for their opinion of buying
or recommending the store. An emotional mapping of how Valencian retail stores are
perceived was obtained. This was the basis for the elaboration of a semantic universe
that showed which emotional terms were sufficiently stimulated by the current Valencian
retail stores, and which emotional terms constituted a differentiation opportunity. The
analysis of the results allowed the identification of the emotional factors that have an
influence on the success of trade. In conclusion, the results obtained show the strength
of the emotional engineering methodologies as a tool to collaborate in the design of an
effective service differentiation strategy.

Keywords: Emotional perception, stimulus, Semantic Differential methodologies,

emotional engineering, Intention of buying.Emotional perception, stimulus, Semantic
Differential methodologies, emotional engineering, Intention of buying.
Day 1 | Session 1 | Amphitéâtre | Presentation 1 21
Kansei engineering - Chairperson: Simon SCHÜTTE

(422) Identifying Trigger Feeling Factors

AYAS Ebru Pinar, Royal Institute of Technology, Sweden
Trigger mechanism design in power hand tools is of great importance for communicating
with the operator and for providing feedback on operational functioning. Therefore,
for a successful power hand tool design, knowledge about how the trigger mechanism
feels is required. This study aims to define and investigate the design factors related
with trigger tactile feeling for electrical right angled nutrunners. A Kansei Engineering
(Affective Engineering) study has been conducted for a comparison between users´
(operators that work at an automotive assembly plant) and product developers´ (product
development group of a power hand tool manufacturer) to find common and differing
semantic expression dimensions for that. 124 Kansei words (descriptors) were collected
from literature, interviews and workshops. These words were reduced to 52 by affinity
analysis and evaluated by operators and product developers using semantic differential
technique. From the operator group`s responses six factors (explain 87% of the variation)
were identified as, “professional performance”, “safety and tactile feeling”, “usability”,
“smooth operation”, ”communication and durability”, “convenient and comfortable”
to define trigger feeling. Correspondingly, five factors (explain 89% of the variation)
“robust and appealing”, “ergonomics and operator performance”, “controllability and
predictability”, “creativity and modern” and “powerful” were distinguished from the
product development group. Results showed that the start phase and especially quick
start of trigger mechanism is more important to operators, while end feedback is more
important to product developers. Soft start of the trigger is correlated with ergonomics,
optimal, clear operation and performance for product developers while soft start
together with end feedback are associated with well-built, convenient and safe trigger
characteristics for operators. According to the results from average ratings, the Kansei
word “ergonomic” has been rated as the most important descriptor for trigger feeling
together with “user-friendly”, “easy to use”, “long life time” and “comfortable” for both
groups.

Keywords: Product development, semantic meaning, switch design, powered hand

tools

22 Day 1 | Session 1 | Amphitéâtre | Presentation 2

 Kansei engineering - Chairperson: Simon SCHÜTTE

(42) Designing a creative playground by Kansei Engineering

Method
MOHAMMADPOUR Nazanin, University of Tehran, Iran
KHODADADEH Yassaman, University of Tehran, Iran
MOHAMMAD ESMAEIL Masoodeh, University of Tehran, Iran
This study is concerned with redesigning a playground with creativity considerations.
One of the most important types of creative activities for children is playing. Playing and
learning are very closely connected. Playgrounds are the common space for children to
express their emotions and experience collaborative and creative games. At this moment,
the available playgrounds in Iran are not equipped with creative games to satisfy children’s
creativity and learning needs. For this study Kansei Engineering method was used. Kansei
Engineering is one of the useful methodologies that help the designers to provide users’
emotional needs. Users’ emotional needs have a great influence on their enjoyment
of using products. Twenty five children, thirteen girls and twelve boys between 4 to 12
years old were selected randomly among the children in a playground. They were asked
to describe their feelings about their favorite playground. In addition, twenty children
were asked to draw paintings about their preferred playground. Sixty seven kansei words
were collected. “Seven point scale rating” was used and kansei words were reduced to
30. Then Kansei Engineering was employed to design a creative playground, considering
children emotional aspects. The final concept has been selected and was evaluated by
Kansei method. In order to evaluate the children’s satisfaction regarding the form, color
and attractiveness of the final concept, another study was carried out with 25 children.
Due to the satisfaction of these 25 children, it was concluded that the concept could meet
the majority of emotional needs of them.

Keywords: Creativity, Kansei Engineering, Emotion, Playground

Day 1 | Session 1 | Amphitéâtre | Presentation 3 23

Kansei engineering - Chairperson: Simon SCHÜTTE

(478) A Kansei Engineering Approach to Design A Scissors

KOLEINI MAMAGHANI Nasser, Iran University of Science And
Technology, Iran
EBRAHIMI Sara, Iran University of Science And Technology, Iran
In today’s business environments, where quality of a product is an essential part of design
process, psychological needs for emotional satisfaction are growing. Kansei engineering,
as a kind of human ergonomic technology refers to the translation of the psychological
consumers feeling about a product related to perception in design. Kansei engineering
sometimes referred to as emotional design. Since our study is an experimental study,
the second level of emotional design (behavioral) was considered in Kansei engineering
for designing scissors as a product. 32 Kansei words and 10 different types of scissors as
samples for this study with the aspect of being in touch and variety in use were selected.
A unique and standard paper cutting form that was sketched was used in tests, and
participants must follow the path without break. 7-grade semantic differential method
gathered in questionnaire. Each user had 10 of that and should fill it after working with
each scissors and cutting that form. 36 university students had participated. Product
details had been identified to finally connect to each adjective. Received data were
analyzed and correlation coefficient of each couple adjectives was estimated. Kansei
words classified in 13 clusters, and each cluster connected to related product details
and design elements identified. Top scissors in each clusters were the same with a few
replacements and that was a delicate scissors that may be selected because of delicate
material and cutting the complicated path. Finally using the result of this study we
present a new scissors designed.

Keywords: Product design, Kansei engineering, Scissors, Industrial design

24 Day 1 | Session 1 | Amphitéâtre | Presentation 4

 Kansei engineering - Chairperson: Simon SCHÜTTE

(50) A Kansei Engineering study applied to hammers

with special attention to the selection of semantics
VERGARA Margarita, Universitat Jaume I, Spain
SANCHO-BRU JoaquínLuis, Universitat Jaume I, Spain
MONDRAGÓN Salvador, Universitat Jaume I, Spain
Kansei Engineering is one of the forerunner methodologies which can help designers in
designing products that provide a positive emotional response, and thus satisfying all
the expectations required by the user. These techniques are being successfully applied
in consumer product design (mobile phones, cars, printers, etc.), but they have been
hardly applied to professional products. In this work a Kansei engineering study applied
to hammers (which may be considered as professional products) with special attention
in the selection of semantics is presented. Firstly, a methodology based on hierarchical
cluster analysis is used to select the adjectives of a semantic differential test. This
method allows to structure the semantics with different level of detail and to select the
semantics with an almost objective criteria (i.e. not very dependent of the opinion of the
test designer). After this selection of semantics, a Kansei engineering process, based on
multivariate statistical techniques (factorial analysis and multivariate regression analysis),
is used to study the relationships between the most important features of the hammers
(shapes, sizes, colours, etc.) and the perception of the semantics. The regression models
obtained for three representative semantics (Strong, Pleasant and Stylish) are presented
and discussed.

Keywords: Kansei Engineering, semantic differential, hierarchical cluster analysis,

multiple regression, hand tools

Day 1 | Session 1 | Amphitéâtre | Presentation 5 25

Emotion and interaction - Chairperson: Toshimasa YAMANAKA

(222) Investigating not only sensations but also emotions to

increase visual comfort of car seats
HERBETH Nathalie, RENAULT SAS, France
BLUMENTHAL David, RENAULT SAS, France
Sensory testing focuses on explaining customers’ preferences through the sensory
properties of the products. Actually, knowing how much of each “ingredient” to put
into the “recipe” is essential for New Product Development (NPD). However, in highly
competitive markets like automotive industry, recent technological breakthroughs have
leveled off the perceived differences between products. Consequently, advertisements
have increasingly focused on the emotional benefits of products. Besides, it is now
acknowledged that emotions influence satisfaction and may be a decisive factor in
purchase decisions. Thus, understanding which characteristics of the products would
elicit emotions is of a great importance for NPD. The purpose of this study is to test
and evaluate a method to investigate customers’ emotional perception related to cars.
Renault has done a lot of work to understand and optimize its car seats’ safety as well as
static and dynamic comfort. Nevertheless, designers still miss data on visual perception
of car seats, and more specifically on the visual perception of comfort. What are the
characteristics of the car seat that will make it look comfortable to customers? Our study
was designed to investigate the visual perception of car seats, and to understand which
specific visual characteristics would elicit emotions, enhance the visual comfort and
eventually make the seat appealing to customers. A test was conducted on fifteen car
seats and a hundred French customers. A description of the approach used to develop
the methodology and the main results of the study are presented.

Keywords: Car seats, Emotions, NPD, Visual Perception, Comfort

26 Day 1 | Session 1 | Room A | Presentation 1

 Emotion and interaction - Chairperson: Toshimasa YAMANAKA

(390) Embedding Emotions within Automatically Generated

Brand Names
LAURENT Anne, LIRMM - Univ. Montpellier 2, France
LAURENT Bénédicte, Namae Concept, France
BROUILLET Denis, Univ. Montpellier 3, France
MARTIN Sophie, Univ. Montpellier 3, France
ROCHE Mathieu, LIRMM - Univ. Montpellier 2, France
Brand names are everywhere and are more and more important due to the rate which
new products are issued at. Names have been recognized to embed many characteristics
of the products or company they are related to. For instance, names like “discipline” can
invoke feelings like “unhappiness”. Moreover, brand names have been hardly studied
from the linguistic point of view, although they are a very rich piece of language. They
are indeed everywhere and are of a large set of various forms: they can be taken from
a dictionary, or on the contrary be a neologism, which can be very far or very close to
existing words. They can convey a meaning in one or several languages, or on the contrary
be as original (even unpronounceable) as they cannot take any meaning shared by all the
people/consumers. For this reason, the automatic generation of brand names is a very
difficult task, which has not been given much attention yet. In this paper, we will describe
our method and how emotions can be embedded within a name. Our method is based
on a three-step process: - selection of a set of emotions and concepts, - creation of the
names, - evaluation of the names. In the first step, the user specifies the emotions and
connotations (s)he would like to embed in the brand names (s)he is currently creating.
In the second step, we put together the concepts and emotions, and we add linguistic
properties to choose letters that convey emotions and meanings. These letters have been
intensively studied in many languages. For instance, in French, letters such as “k” convey
the meaning of exoticism in French (as this letter is very rare in French), which is highly
related to the emotion that the user will feel when seeing the brand name on a product.
The third step is performed using cognitive psychology paradigms. The paradigms used
allow an implicit evaluation and avoid desirability bias. Experiments are led on people to
confirm/infirm unconsciously the feelings and emotions that were to be embedded in the
name our method created. In this paper, we will detail these three steps and present the
results of the experiments led.

Keywords: Brand Names, Emotions, Data Mining, Text Mining, Concepts, Linguistics,
Psychology

Day 1 | Session 1 | Room A | Presentation 2 27

Emotion and interaction - Chairperson: Toshimasa YAMANAKA

(26) The Investigation for Conceptual Design on Random

Algorithm
WANG Ming-tang, Southern Taiwan University, Taiwan
TAI Wei-Chun, Southern Taiwan University, Taiwan
TSAI Hung-Cheng, National Kaohsiung First University of Science And
Technology, Taiwan
Intend to find a KE process for easily create ideas for concept design, select the front
handle cover which is the most distinctive feature of motorscooter. Although this process
could be more complicated than hand drawing, but it can immediately start and provide
many ideas. And we can operate uncounted times to produce totally different ideas. The
process can be concluded to 6 steps: 1) collect samples: took 80 samples from market, 2)
define parameter: The forms of collected samples have to categorize in the Bézier curve
which is composed of 8 coordinate points and 14 control points. 3) define dimension
of parameter: all dimensions of parameters are defined in maximum boundary from
80 samples, 4) random selection: a set of parameter selects from randomizing data
of parameter 5) rebuild concept design model: use VB 2006 to rebuild models from
randomizing data. 6) Evaluation: evaluate rebuild models to judge for further process
from professional designers. Therefore, we found out some concept designs beyond
imagination, and can easily redesign for further one. From this method, we could develop
originality design, and it is possible to develop a universal program to fit for any one after
modulate dimension of parameters.

Keywords: Motorscooter, Random number routing, Conceptual design

28 Day 1 | Session 1 | Room A | Presentation 3

 Emotion and interaction - Chairperson: Toshimasa YAMANAKA

(437) Bodily non-verbal interaction with virtual characters

GILLIES Marco, University of London, United Kingdom
Humans use their bodies in a highly expressive way during conversation, and animated
characters that lack this form of non-verbal expression can seem stiff and unemotional.
An important aspect of non-verbal expression is that people respond to each other’s
behavior and are highly attuned to picking up this type of response. This interaction,
of course, includes verbal conversation, but it also includes non-verbal interaction, the
use of the body to convey a range of social and emotional cues that are both subtle
and complex. These cues, including gestures, posture and movement style, are vital to
face to face interaction. We propose that bodily non-verbal cues are a natural way of
interaction with animated virtual characters. Characters should be able to detect non-
verbal cues in the behaviour of a human and respond with appropriate cues of their own.
These cues include gestures, posture and also other cues such as non-verbal aspects of
speech (prosody). The cues used should be as close as possible to natural human cues
that we use in our normal conversational interactions. This means that interfaces does
not need to be learned, instead it is instinctive and often sub-conscious. If the character
responds with sufficiently natural non-verbal cues then the human will respond to them
naturally and subconsciously as if they were a real person. This creates a loop of non-
verbal interaction that mimics real human interaction. However, automatically generating
this type of behavior is difficult as it is highly complex and subtle. This is an example of
the general problem that the interactive behavior of a character is normally generated
procedurally based on programmed rules and algorithms. It is difficult to capture subtle
nuances of behavior in this way. Data driven techniques that are used for animation
capture very well the nuances of an actors performance. This paper applies data driven
methods to creating characters capable of bodily non-verbal interaction. This involves
both generating animated non-verbal behaviour in the character and also responding
to the speech and gestures of a human. We propose a two-layer model that separates
learning the response model from generating realistic animation, and so can ensure that
optimal techniques are used for both. A dynamic bayesian network is used to learn how
the character responds to speech and gesture interaction. This model is then used to drive
a motion graph that generates the animation. It is possible to interact with the character
using a microphone and a motion tracking interface. The character’s movements and
posture respond to emotional cues in the human’s speech and movement.

Keywords: Animation, Body Tracking, Non-verbal communication

Day 1 | Session 1 | Room A | Presentation 4 29

Emotion and interaction - Chairperson: Toshimasa YAMANAKA

(258) Indigenous Products of Emotion

SHAARI Nazlina, Universiti Malaysia Sarawak UNIMAS, Malaysia
This paper introduces the general framework of levels of product experienced by the
indigenous people. Four distinct components are discussed in observing indigenous
products: products as mediators to interaction, enhancers of social interaction, relating
to identity and objects of emotion. These are crucial that involves the life context,
engagement of the users with the product, experience that continually refers to product
reliability, creating a pleasing experience and satisfaction can greatly influence the
success of a product. The aim of this study is to examine the adaptability of an evaluation
method using the visual images to evaluate the impression of an indigenous product
design based on Kansei. Kansei approach was used to address the emotional side of
product used by the indigenous people that satisfy basic functionality, usability and
safety. In a design context, Kansei emphasized the designer’s imagery skills: the power to
produce a mental image and use this in the creative process. It is important to understand
on how indigenous people used their creativity in designing products as each product
portrays different form and shapes that had specific preferences. The quantitative feature
values for indigenous products are collected and the relation between Kansei words and
the visual feature of indigenous products are analyzed. A cluster analysis was carried out
in order to determine the exact groups of products that fit to the user’s needs. A number
of clusters were emerged which are able to identify particular design features and its
usability. This study also gives attention to the behaviors of users when they perceived
the artifact and their preferences’ or cultural bases work to their feelings. Results show
that specific design used by the indigenous people basically based on user’s environment,
emotional values and the contexts of product used. The implications for the design are
that emotion acts as an important component of indigenous artifact sense –making and
determines how artifacts are interpreted. This create an affective artifact in many aspects
such as the product’s functions, characteristic, associated meanings on actual product
use, and perceives pleasure.

Keywords: indigenous product, interaction, identity, emotion, kansei method

30 Day 1 | Session 1 | Room A | Presentation 5

 Affective computing, shape - Chairperson: Sofiane ACHICHE

(379) Computational Methods for Shape Manipulation in

Generation
A literature review
OMHOVER Jean-Francois, Arts et Métiers ParisTech, France
BOUCHARD Carole, Arts et Métiers ParisTech, France
JIEUN Kim, Arts et Métiers ParisTech, France
AOUSSAT Améziane, Arts et Métiers ParisTech, France
In this paper we will present a state of the art of the descriptive and generative models
for shape. We will present several different approaches for the manipulation of shape
in computational systems : numerical models, graph models, descriptive models. This
paper has been produced in the context of the GENIUS project. This project consists in
the elaboration of a categorization and generation system for designers. Considering
the design process, this system intends to support the generation phase (generation of
solutions, sketches, identification of a “good shape”). In order to do so, several issues have
to be adressed : the modelisation of the designers cognitive process, the elaboration of an
artificial intelligence system that incorporated designers’ knowledge, and the designing
of an interface for letting the designers manipulate the system’s data and results. In
this context, we have particularly focused on a state of the art of the technologies that
would let a computational system manipulate and compute shapes. This state of the art
covers different technologies, starting with those to support information retrieval. In this
context, we investigate 2D and 3D techniques that provide descriptors for image retrieval
by shape. In a second part, we will detail technologies that are related to the numerical
modelisation of shapes (such as parametric models, surface models, etc.). And in a third
part, we will get through the generative models that let a computational system create
new shapes and new composition of shapes. These technologies have been studied
and discussed relatively to their capacity to fit with the designers’ cognitive processes.
More particularly, we discuss the fact that a composition of several models, and means
of translation between these models, has to be achieved in order to cover the shape
generation process from the very beginning (generation of random shapes) to the end
(detailed sketching). In relation with our objectives – the elaboration of a creative shape
generation system – we will propose perspectives of development for a combined model
of shape taking into account several descriptors in order to support the shape generation
phase in design.

Keywords: design, shape description, shape generation

Day 1 | Session 1 | Room B | Presentation 1 31

Affective computing, shape - Chairperson: Sofiane ACHICHE

(306) Product Shape and Emotional Design

LESOT Marie-Jeanne, LIP6 - UPMC, France
BOUCHARD Carole, LCPI - Arts et Métiers ParisTech, France
DETYNIECKI Marcin, LIP6 - UPMC, France
OMHOVER Jean-François, LCPI - Arts et Métiers ParisTech, France
Shape features play a major role in the perception of designed objects. In this paper,
we study the relationships between linguistic and numerical shape descriptions, focusing
on real images of perfume bottles. The subjective linguistic evaluation of the bottles
is obtained through expert annotations using emotional words as labels; the bjective
numerical description relies on automatically extracted attributes such as elongation or
circularity. Statistics and machine learning tools are exploited in order to learn a matching
between shape descriptors and subjective labels.

Keywords: emotion detection, image processing, affective computing, machine

learning

32 Day 1 | Session 1 | Room B | Presentation 2

 Affective computing, shape - Chairperson: Sofiane ACHICHE

(117) Genetic Fuzzy Generation of Mass Perception in Non-

Functional 3D Shapes
ACHICHE Sofiane, Technical University of Denmark, Denmark
When designers create new forms they integrate both quantitative objective elements
and qualitative subjective elements. However, users will generally react to these forms
without knowing the intended Kansei integrated into them by the designer. Human
beings are doted with a complex brain structure and it is argued that human attributes
originate from three different levels of the brain: the visceral level; the behavioral
level and the reflective level. This paper focuses upon the visceral level of reaction by
automatically building a link between geometric properties of non-functional 3D shapes
and their perception by observers. The link between geometry and human perception is
created using a genetic learning algorithm combined with a fuzzy logic decision support
system. Human evaluations of the non-functional 3D shapes against two contrary
perception adjectives (massive versus lightweight) are used as the learning data set.
The non-functional 3D shapes were designed by engineering design students from the
Technical University of Denmark who were asked to design non-functional 3D shapes
evoking either the adjective massive or light. Eight fuzzy models were developed: three
(3) models constructed manually by the author and five (5) genetically generated. The
fuzzy models were constructed using different sets of inputs of quantitative geometric
properties. Combination of the different inputs resulted in different sets of fuzzy rules
that can eventually be used as design guidelines for designers. The results obtained and
presented in this paper are very promising. Correlations as high as 99% between fuzzy
and human perception were obtained along with errors as low as 0.14 on a scale ranging
from -3 to 3.

Keywords: Aesthetics, fuzzy logic, design characteristics, genetic algorithms,

automatic learning

Day 1 | Session 1 | Room B | Presentation 3 33

Affective computing, shape - Chairperson: Sofiane ACHICHE

(63) Characterization of Emotional Descriptors for Human

Body Shape Description Using Sensory Evaluation and
Classification of Body Measurements
WANG Lichuan, The ENSAIT Textile Institute, France
ZENG Xianyi, The ENSAIT Textile Institute, France
KOEHL Ludovic, The ENSAIT Textile Institute, France
CHEN Yan, Soochow University, China
In our everyday life, emotional descriptors such as “fat”, “slim” and “sportive” are usually
used by general public and professional experts to describe human body shapes. In textile
industry, a quantitative characterization of these emotional descriptors is very interesting
for garment design. Based on these characterized emotional descriptors, we can more
easily formalize the knowledge of garment designers and fashion designers on the
relationship between body shapes and fabric materials and fashion styles of garments,
and integrate this knowledge into a garment CAD system for proposing personalized
products and suggestions to consumers. In this sense, the characterization of human
body shapes is particularly significant for realizing mass customization, i.e. quickly
designing and producing new personalized products with minimal cost. However, the
characterization of emotional descriptors is rather difficult because it deals with a great
deal of uncertainty and imprecision related to human perception and human expression.
For people having different professional and cultural backgrounds and different sensitivity
on body shapes, they generally give different results on evaluation of emotional
descriptors. Also, emotional descriptors describing human bodies have never been
normalized. A great number of synonyms can be used for describing similar semantics. The
relationship between these synonyms should be studied in order to form more standard
emotional descriptors. This paper presents a new method for characterizing emotional
descriptors describing human body shapes using classification of body measurements.
In order to generate different representative human body measurements, we create a
set of virtual 3D human bodies with a CAD software. These virtual 3D human bodies
can be used to simulate morphology of real body shapes from different angles. Next,
for a specific application such as sport garments or professional suits, a procedure of
sensory evaluation is organized so that a number of selected experts generate a list of
relevant normalized emotional descriptors and then evaluate the virtual human bodies
using these descriptors. From the body measurements taken from these virtual human
bodies, we extract the most relevant geometric features for each normalized emotional
descriptor. Based on the extracted features describing body shapes, we can effectively
classify the virtual human bodies into several classes for each emotional descriptor and
generate geometric criteria for a group of emotional descriptors by performing a data
aggregation operation. Using the proposed method, a specific human body shape with
a set of emotional descriptors can be realized by adjusting the corresponding geometric
features or body measurements on the CAD software.

Keywords: body measurements, emotional descriptors, body shapes, sensory

evaluation, fuzzy cognitive map, decision tree

34 Day 1 | Session 1 | Room B | Presentation 4

 Affective computing, shape - Chairperson: Sofiane ACHICHE

(221) A study of Form Feature on Mega Motor Yachts

HSIN ChenPei, Cheng Kung University of Industrial Design, Taiwan
YU-MING Chang, Cheng Kung University of Industrial Design, Taiwan
The Manufacturing technique of Taiwan yacht industry has been kept pace with that
of Europe and American for a long time, but nowadays the yacht industry is facing the
problem of self-developed yacht entertainment industry along with shortage of yacht
designers. Therefore, this research is based on the relationship of between emotion and
actual form features. The objectives of this research is surrounded by three elements,
which includes real form features, adjective images, as well as preference. As a result,
the positive influence is derived from significant to insignificant, such as elegant, sporty,
energetic and steady, and the negative influence¡Gcasual and tasted. When the hull
length is longer, it comes to elegant, tasted, energetic and casual. When it comes to
shorter, the outcome is steady and sporty. When the position of the hull comes to the
middle, it brings to the feeling of elegant. When it comes to the stern, the result will
present feeling of elegant. On the aspect of front window slope, it brings the tasted
feeling when the angle goes big, and it brings the feeling of elegant and sporty when the
angle is 45¢X, and it brings the feeling of energetic, steady and casual when the angle
goes small. Regarding the aspect of FRP hard top, when the altitude goes bigger, it brings
the feeling of elegant and casual, and lower brings the feeling of steady and tasted. When
the length is longer, it brings the feeling of energetic, steady and casual. When it’s shorter,
it brings the feeling of tasted. On the basis of the FRP hard top angle, When the angle
comes big, it will bring most of feelings. When the window shape looks like a pod, it
brings the feeling of energetic and casual, the square goes to the feeling of steady, and
parallelogram brings the feeling of elegant, sporty and tasted. Finally, the arrangement
of windows follow the normal type brings the most feelings, and when it comes to the
arrangement of two windows below and one window above and lean against to the right
brings the feeling of steady.

Keywords: Form feature, Motor yacht, Kansei Engineering, Image, Conjoint analysis
Layout instruction

Day 1 | Session 1 | Room B | Presentation 5 35

Kansei Evaluation - Chairperson: Yuichiro KINOSHITA

(242) Kansei Study on Paper

LU Chia-pei, National Cheng Kung University, Taiwan
HUANG Miao-wen, National Cheng Kung University, Taiwan
CHEN Kuohsiang, National Cheng Kung University, Taiwan
Paper is commonly used in our daily life. It plays important roles in many aspects of life.
However, there are only a few studies related to paper. Summers et al (2008) discussed
about haptic discrimination of paper while Dinse (2008) studied the design of banknote
and specially focused on the haptic design. However, no one has explored how the feeling
of paper influences the emotion of people. Therefore, this study was to construct the
perceptual image of printing paper. As there are numerous categories of paper, this
study limits the scope to the most frequently used kinds of paper for printing industry.
This study adopted Kansei Engineering to explore the relation between paper and the
emotion of people. Total of three Kansei words and 27 paper samples were used in the
experiment. Six participants were asked to measure the intensity level of feeling toward
the 3 Kansei words for each sample during the experiments. The results showed that
the higher degree of smoothness was, the less “Classically elegant” was felt. The higher
degree of whiteness was, the more “Classically elegant” was felt. The higher degree of
bulk was, the more “Classically elegant” was felt. The higher degree of whiteness was,
the more “Fashionable” was felt. The higher degree of bulk was, the more “Leisure” was
felt. The higher degree of whiteness was, the less “Leisure” was felt. The results of this
study can serve as references to the paper industry and printing industry, as well as books
designers.

Keywords: Kansei Engineering, paper

36 Day 1 | Session 1 | Room C | Presentation 1

 Kansei Evaluation - Chairperson: Yuichiro KINOSHITA

(248) A Relationship Between the Process of Light Changing

and the Human Emotion Variation
NAKAJIMA Mizuki, University of Tsukuba, Japan
IGARASHI Hiroya, University of Tsukuba, Japan
There are many researches to make plan of suitable lighting condition for comfortable
life scene. It is necessary to change light plan for every life scene to apply it to actual
life. If light changes in color, light and shade, etc, occurs without the consideration of
human emotion, sufficient effects of next scene with planed light design, will not be able
to obtained. In this paper, a relationship between the process of light changing and the
human emotion variation is investigated and described. On the experiments 6 types of
light stimuli such as Light and shade, Color taste, Focus, Angle, Height and Darkness are
provided. The subjects operate the light stimuli by themselves and then reply their state
of mind with Multiple Mood Scale (MMS). All subjects are have Japanese and aged 20 to
29 years old. Subjects are totally 20, 13 males and 7 females. The datas are analyzed with
the multiple comparisons of Tukey’s HSD test, principal component analysis and cluster
analysis, as the results of the analysis, we conclude : 1) Color change can bring friendly
and pleasurable emotion easily. 2) Focus, Height and Angles are relatively difficult to
characterize from the emotional evaluation. 3) However, [Angle and Darkness] and [Light
and Shade and Focus] can be the factors affect to change the emotion of Peace of Mind.

Keywords: Human Emotion, Process, lighting

Day 1 | Session 1 | Room C | Presentation 2 37

Kansei Evaluation - Chairperson: Yuichiro KINOSHITA

(531) Metrical Analysis of English Pamphlets Available at Local

Airports in Japan
BAN Hiromi, Tokyo Future University, Japan
NAMBO Hidetaka, Kanazawa University, Japan
OYABU Takashi, Kanazawa Seiryo University, Japan
Ishikawa Prefecture is located in the Hokuriku region in Japan. One of the main targets
of the tourism industry in Ishikawa is to increase the number of tourists from foreign
countries. In order to solve this problem, it is necessary to provide foreign tourists
with a “language service.” In this study, in order to understand the state of language
service provided to foreign tourists, we investigated what linguistic characteristics can
be found in English pamphlets at Komatsu Airport and Toyama Airport, which are local
airports in Japan, comparing them with pamphlets available at Narita, Kansai, Central
Japan, and London Heathrow international airports. In short, frequency characteristics
of character- and word-appearance were investigated using a program written in C++.
These characteristics were approximated by an exponential function. Furthermore,
we calculated the percentage of Japanese junior high school required vocabulary and
American basic vocabulary to obtain the difficulty-level as well as the K-characteristic
of each material. As a result, it was clearly shown that English pamphlets available at
local airports in Japan have a similar tendency to literary writings in the characteristics
of character-appearance. Besides, the values of the K-characteristic for the pamphlets
are high, and the difficulty level is also high, especially in terms of the Japanese required
vocabulary.

Keywords: Metrical linguistics, Statistical analysis, Tourism

38 Day 1 | Session 1 | Room C | Presentation 3

 Kansei Evaluation - Chairperson: Yuichiro KINOSHITA

(211) Evaluate Attractiveness Factors of Taiwan Lantern

Festival
YANG TSENG Li Tan, National Cheng Kung University, Taiwan
MA Min-Yuan, National Cheng Kung University, Taiwan
The purpose of this research is to establish evaluation model for festival of creative
culture industry. The most representative case of Taiwan Lantern Festival is selected
as the example. There are three steps to approach. 1) To find the attractive factors of
the hierarchical grid diagram of 16 participants?preferences are made by the Evaluation
Grid Method. 2) Based on ahead, the questionnaire were designed and investigated, 383
effective samples were collected. 3) To analyze the results by Quantification Theory Type
I. The results are found 5 factors as original attractive items, 29 factors as abstract reason,
34 factors as concrete object. The attractiveness evaluation is discussed. This model could
find and evaluate the attractiveness of festival more effectively, that should serve as a
specific reference for product designer, management, planning and tourism of festivals
activities.

Keywords: Creative industry, Taiwan Lantern Festival, attractiveness factors, repeater,

evaluation.

Day 1 | Session 1 | Room C | Presentation 4 39

Kansei Evaluation - Chairperson: Yuichiro KINOSHITA

(267) Preference-Based Analysis of Black Plastic Frame Glasses

HUANG Tzu-Kang, National Cheng Kung University, Taiwan
MA Min-Yuan, National Cheng Kung University, Taiwan
TSENG Wei-Chung, National Cheng Kung University, Taiwan
Since the innovation of plastic, it has become a popular material for the frames of
eyeglasses. Among them, black plastic is a classic type which has been very popular from
the beginning. Black plastic has even been connected to fashion symbols. It would become
a fashion once a few years. Celebrities in many countries wear black plastics eyeglasses
in their private times, especially in Taiwan. There are about 70% consumers choose to
wear black plastic glasses in Taiwan. Why the black plastic could become a fashion again
and again? The main purpose of this study was to find out the charm factors of the black
plastic glasses, and the different point of view between the users and non-users. In this
study, the definition of black plastic glasses was defined in the beginning. Based on this
definition, forty-eight pictures of black plastic eyeglasses had been selected. Eight people
sensitive to black plastic were invited to do the interview. Then, a relation model of the
charm factors was built by expert group meeting (EGM) method. Via questionnaire, 60
users and 60 non-users showed their opinions on the charm factors. Then the data of
experiment were analyzed by Quantification Theory Type I. This study offered designers
the different points of view of users and non-users of the black plastic glasses. Designers
can apply the results to design black plastic glasses for different markets as well as to
design similar products.

Keywords: Kansei Engineering, Black Plastics Eyeglasses, EGM, Quantification Theory

Type I

40 Day 1 | Session 1 | Room C | Presentation 5

 Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(319) Three Levels of Product Emotion

DESMET Pieter Marc Andries, Delft University of Technology,
Netherlands
This paper introduces an approach to emotion driven design that was based on the
process that underlies emotional responses to consumer products. Three levels, and
nine associated classes of product-evoked emotions are discussed, which are each the
outcome of a unique pattern of eliciting conditions. The approach is based on two main
propositions. The first is that all emotional reactions result from an appraisal process in
which the individual appraises the product as (potentially) harming or favoring his or her
wellbeing. This appraisal is a non-rational sense-evaluation of the product’s relational
meaning. In this perspective, the appraisal is considered a key-parameter that determines
if a product evokes an emotion, and if so, what emotion is evoked. Three main appraisal
types are identified: an usefulness appraisal, a pleasantness appraisal, and a rightfulness
appraisal. The second proposition is that products can generate at least three classes of
emotional stimuli: stimuli with a product-focus (i.e. the qualities and properties of the
product); with an activity-focus (i.e. when using the product), and with a self-focus (i.e.
consequences of using the product). The three appraisals and three levels of person-
product relationships combine to a framework of nine sources of product emotions. The
framework is used as the basis for an approach to design that aims for three levels of
emotional product appeal.

Keywords: Emotion, Design Psychology, Design Theory, Appraisal

Day 1 | Session 1 | Room D | Presentation 1 41

Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(158) Can we design pleasurable products by combining

pleasurable sensory properties?
FENKO Anna, Delft University of Technology, Netherlands
SCHIFFERSTEIN Hendrik N.J., Delft University of Technology,
Netherlands
HEKKERT Paul, Delft University of Technology, Netherlands
Sensory pleasure is an important component of product experience. Designing pleasurable
products can enrich user satisfaction and contribute to the well-being of people and
society. In this study we are wondering how sensory properties of products contribute to
a pleasurable product experience. We manipulated stimuli of two sensory modalities and
determined the correspondence between the pleasantness of these sensory properties
and the pleasantness of products in which the two sensory properties were combined. In
the first study we used colors and smells that differed in freshness. We designed products
(softdrinks and dishwashing liquids) using fresh and non-fresh stimuli (colors and smells)
in four different combinations and asked respondents how fresh and pleasant they find
each product. In the second study, we designed alarm clocks and whistle kettles using
noisy and calm stimuli (sounds and visual patterns) in four different combinations, and
asked respondents how noisy and annoying they find each product. The correlations
between noisiness and annoyance were found both for single stimuli and for the final
products. However, the correlations between freshness and pleasantness were found
only for single stimuli. There were no such correlations for the final products. Apparently,
the combination of two pleasant stimuli does not guarantee the pleasantness of the final
product.

Keywords: sensory product experience, pleasantness, freshness, noisiness

42 Day 1 | Session 1 | Room D | Presentation 2

 Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(198) The experience of non-functional touch

SONNEVELD Marina Henrieke, Delft University of Technology,
Netherlands
Consider the physical interaction between a person and a pen. Very likely you will think
of somebody writing with the pen. But people interact in many more ways with the pen
than while writing. People swing or roll the pen between their fingers, continuously click
the mechanism to pull the tip of the pen in or out, tap with the pen on the table, chew on
the back of the pen, develop amazing tricks with the pen, and so on. These interactions
can be characterized as non-functional touch: they are not related to the functional use
of the pen. These - often repetitive - interactions occur absent-mindedly: the body seems
to long for these kind of interactions while the user is unaware of it. But they are very
present. Also, more than once, they irritate the environment, and elicit remarks such as:
“Can you please stop that clicking!”. These non-functional interactions with objects are
frequent and familiar and can therefore be considered as being meaningful to users. Yet
they do not seem to be part of the considerations of designers when designing products.
This paper addresses the experience of these non-functional physical interactions: why do
people interact with objects just for the sake of the interaction? What kind of movements
are made? What tactual properties of objects elicit these kind of interactions? And why
should product designers care about these aspects of human-product interaction?
During the elective course Tactility design students explore these non-functional
interactions with objects. They observe their own non-functional behavior, analyze these
experiences and design objects with the mere function to satisfy these non-functional
needs. The results of the design exercise show that students are able to discover their
own characteristic non-functional behavior. They come to class with the objects they
found that suit best their needs to touch and declare: ‘I’m a real swinger’ or ‘I’m a real
stroker’. Other stereotypes are clickers, scratchers, builders, destroyers, folders, tappers,
and so on. Moreover, a specific stereotype movement seems to fulfill a specific need: for
example to calm somebody, to enhance concentration, to stimulate day-dreaming, to
pass time while waiting, to give support in socially awkward situations, and so on. Analysis
of the reported experiences show that the interactions fulfilling these specific needs are
very specific. For example continuous, fluent movements are calming, while staccato,
short and repetitive movements enhance concentration. The objects that elicit these
movements can be characterized by their size (for example organic and solid versus long
and flexible), the way they are balanced (well balanced or out of balance), their texture
(smooth or with specific patterns), and so on. The students design objects that embody
these characteristics and thus elicit the specific movements. These objects are brought to
class and possible applications in existing functional products are discussed. For example,
mobile phones that enhance stress relieve, car-keys that enhance concentration, and so
on. The results of this design exercise show that designers should be aware of these non-
functional aspects of physical interaction, because they address basic affective human
needs.

Keywords: tactual experience, affective design, designing for physical pleasure

Day 1 | Session 1 | Room D | Presentation 3 43

Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(327) Emotions in Tangible User-Product Interaction

A Psychological Review
VISCH Valentijn, Technical University Delft, Netherlands

Man-product interactions traditionally involve tangibility to a large degree (cf. buttons,

handles, steering wheels). In the digital product domain, the amount of tangible
interaction devices is growing since a decade (cf. iPhone, Wii, Hitachi’s “Force”). The user’s
bodily motor behavior is at the core of tangible interaction. This paper will show that the
user’s emotions are closely connected to her motor behavior. This paper aims to give a
theoretical start to investigate the possibilities of integrating the user’s emotional bodily
motor movements in interaction design. It will give a compact psychological overview
on the user’s emotions and her motor behavior within a product interaction context.
First, the expression of emotions by motor movements will be outlined - using appraisal
theory. Second, it will be shown that a user can be cued to attribute specific emotions
to products – using attribution theory. Finally, embodied cognition and body-feedback
theory will show how products and interactions can elicit specific user emotions. The
paper will conclude with the future applications and research aims with regard to
affective product interaction.

Keywords: emotion, tangibility, interaction, attribution, body feedback.

44 Day 1 | Session 1 | Room D | Presentation 4

 Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(18) Finite Element analysis to investigate sleeping comfort of

mattress
YOSHIDA Hiroaki, Shinshu University, Japan
KAMIJO Masayoshi, Shinshu University, Japan
SHIMIZU Yoshio, Shinshu University, Japan
There have many studies to investigate the sleeping comfort of mattresses using sensory
tests and body pressure distribution. Measurement of stress distribution within the
human body would provide valuable information, however, this measurement involves
an invasive test and stress on the subject which prohibits this approach. Therefore, a
numerical analysis is considered to be one of the most desirable techniques to estimate
stress distribution within the human body. In this study, a two-dimensional human body-
mattress model was developed, using a Finite Element method to examine the sleeping
comfort of mattresses. We constructed a male and a female Finite Element models based
on the statistical data of average Japanese human body dimensions. Each human model
consists of bones, ligaments, intervertebral discs, and soft tissues. A mattress model
was treated as a homogeneous one-layered structure. Bones, ligaments, and discs were
assumed to be linear elastic and material properties of each component were obtained
from the literature. Material properties of the human soft tissues and mattress were
hypothesized to be hyperelastic. In order to simulate a sleeping state lying on mattress,
contact elements were incorporated between human body and mattress, and gravity
was applied. We utilized von Mises stress as an evaluation criterion of sleeping comfort.
If stress distribution of the human soft tissues in the lumbar region is low, sleeping
comfort is presumed to be appropriate. In order to investigate the mattress firmness
that yields the lowest stress in the lumbar region, we performed the Finite Element
analysis iteratively while modifying Young’s moduli of mattress after Young’s moduli of
soft tissues, which were set from 0.1MPa to 1.0MPa. The Finite Element analysis package
ANSYS was used in this study. When Young’s moduli were comparatively higher (firmer
mattress) or lower (softer mattress), the von Mises stresses in the lumbar region were
larger. However, when Young’s modulus of mattress was neither high nor low (medium-
firm mattress), the lowest stress in the lumbar region resulted, and sleeping comfort
was regarded to be most suitable. As a result of the iterative Finite Element analysis, the
characteristic of mattress firmness generated the lowest stress within the human body
was found to be different between the male model and the female model. Subjective
preference of mattress firmness is assumed to be determined according to body type or
body dimensions and material properties of the human soft tissues. The Finite Element
analysis is considered to be one of the best tools to study sleeping comfort.

Keywords: Finite Element analysis, Sleeping comfort, Human body dimensions,

Mattress

Day 1 | Session 1 | Room D | Presentation 5 45

Senses, visualization - Chairperson: Hiroko SHOJI

(62) A dynamic design of experiments using intelligent

techniques in sensory evaluation
ZENG Xianyi, The ENSAIT Textile Institute, France
LIU Xiaohong, Southwest University For Nationalities, China
KOEHL Ludovic, The ENSAIT Textile Institute, France
XU Yang, Southwest Jiaotong University, China
Sensory evaluation techniques have been widely used in many industrial fields, such
as food, cosmetic, automobile and textile. In an enterprise, sensorial evaluation can be
mainly used for product quality inspection, development of human oriented product
design criteria, normalized communication inside the enterprise and with its partners,
and identification of consumer’s behavior and market exploitation. In a sensory
evaluation, evaluators determine the quality level of each sample according to the
results of comparison between any two samples (tests). In practice, the evaluation order
of samples is not optimized and the cost of evaluation, strongly related to the number of
tests, is rather high. The existing designs of experiments in sensory evaluation are mostly
static and offline methods, in which evaluation orders of new samples can not be adjusted
by current evaluation results. For evaluating n samples, we need to perform about n(n-
1)/2 tests. Therefore, we need to optimize this evaluation order (design of experiments)
by developing a heuristic strategy so that the number of tests can be largely reduced
while the evaluation precision is not changed significantly. The method we propose in this
paper permits to combine the nearest case inference and IOWA aggregation operator in
order to realize a dynamic design of experiments for sensory evaluation. This is an online
design of experiments in which new samples are iteratively generated from evaluation
results of old samples. Two main ideas of this method are given as follows. 1) For the
samples already evaluated, we define a partial order between them according to the
similarity degree. For any two samples, the similarity degree is calculated according to the
perception of evaluators, which give not only the order between these two samples but
also the linguistic distance between them (very far, far, medium, close, and very close).
These similarity degrees can be used to construct OWA operation rules. 2) For a new
sample, we look for its right place in the list of already evaluated and ordered samples.
This procedure is carried out by estimating its similarity degree with existing samples. The
contrast rule and the principle of OWA operator are both used in this estimation in order
to quickly find the old sample the closest to the new sample. This iterative procedure
permits to quickly define the order for all the samples by maintaining the accuracy of
evaluation.

Keywords: sensory evaluation, online design of experiments, similarity degree,

linguistic distance

46 Day 1 | Session 1 | Room E | Presentation 1

 Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(297) Stimulating consumers’ affective mindset when

implementing human appraisal surveys
DELARUE Julien, AgroParisTech, France
BOUTROLLE Isabelle, Danone Research, France
Products developers frequently check the performance of their products with the help
of quantitative market research companies who usually propose the implementation of
hedonic blind tests with large consumer panels. However, this approach is often criticized
for the lack of commitment of the participants during the test and the artificiality of the
hedonic response. In addition to this, the testing conditions are usually very different from
natural usage situations and do not allow the respondents to be emotionally involved as
they might be in real life, while making them often consider aspects they would never
take into account when using the product normally. Hence, there is every chance that by
inducing an analytical attitude in the subjects, these testing conditions will bring about
artificial responses. The purpose of our work is to improve the way these tests can be
implemented, especially when they are to be set up under controlled settings. Several
options, besides modifying the physical context in which the products are tested were
experimented. In a first experiment achieved with 244 women, we tested whether an
authenticity test could also be used as an alternative to a traditional hedonic test when
evaluating two brands of salted crackers. The principle is to induce a critical affectively
negative attitude in the participants. This is achieved by telling them prior to the evaluation
that the firm can raise its profit by making low-cost versions of their favourite product
while selling it at the same price. The participants were then asked to say whether each
presented sample (6 repetitions of each product) was a genuine one or a copy. Results
of the authenticity method show that overall authenticity responses are closely linked
to preferences but are more discriminant. Besides, the paired authenticity/preference
data provide insightful information on the diversity in consumer perception. In a second
experiment, we tested the possibility to induce contextualized responses by simulating
context with short audio scenarios. In this study, we measured the appropriateness of
a series of six imaginary eating situations for each tested product. Only one scenario
allowed us to reveal a significant preference. This reveals that such type of technique may
be successfully implemented but needs careful preparation and prior understanding of
consumers’ eating habits.

Keywords: hedonic testing, context, commitment, authenticity, scenarios

Day 1 | Session 1 | Room E | Presentation 2 47

Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(393) Developing Sensory Function: Transfer Human Senses

from Contextual Perception
TSAI Tung Jen, Chiba University, Japan
LEVY Pierre, Eindhoven University of Technology, Netherlands
ONO Kenta, Chiba University, Japan
WATANABE Makoto, Chiba University, Japan
Approaches in interaction design were explored a hyperspace that human cognitive
actions and interactive system in both two end. Recently, this dualism in diverse direction
is integrated in a notion of context, which had brought from social science as the manifest
of implicit interactions that makes “sense” from human actions or activities. In this
research, we applied perception in ecological view to capture the stimuli of context in
its dynamic nature, and proposed a notion of sensory function in extracting the transfer
character of sensorimotor as transmitting signals to perception. Firstly, a theoretical
approach in integrated context and perception was reviewed as the nature of stimuli
and sensorimotor that can offer a grounded knowledge to carry images of context to
perceptual actions. Secondly, we practiced a process in conductive way to analysis and
synthesis the transfer function as a notion of sensory function. Thirdly, an application of
prototype was built for order action that situated in a coffee shop, and implemented with
a concept of “waiter cup”. To conclude, this study may be important to support incentive
observation at the early design stage, and provides a tool to exploring contextual
perception in designing interaction.

Keywords: Interaction Design, Sensory Functions and Contextual Perception

48 Day 1 | Session 1 | Room E | Presentation 3

 Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(244) A Kansei Analysis of the Streetscape in Kyoto

An Application of the Kansei Structure Visualization Technique
NAKAMA Takumi, University of Yamanashi, Japan
KINOSHITA Yuichiro, University of Yamanashi, Japan
In city planning, a clear and comprehensive image or impressions of the entire region is
a fundamental requirement. It is therefore required to consider not only the impression
of a city but the impressions of regions and streets constituting the city. Considering
these impressions at the same time is however difficult using the conventional Kansei
engineering approaches. For this problem, the present authors have proposed the
Kansei structure visualization technique. This study applies the technique to the city of
Kyoto, Japan’s old capital. The visualization clarifies the distribution and intensity of the
impressions existing in the city. It also illustrates the difference between the impression
of Kyoto and the impressions of each location in Kyoto. First, Kansei evaluation
experiments are conducted to investigate the impressions of streetscapes in Kyoto. Based
on the results of the evaluation, Kansei scores are allocated for each location in the city.
The visualization process illustrates the scores using colours and their brightness. The
visualization results are overlaid onto Google Maps. The results demonstrate that the
visualizations enable users to understand the features of the impressions existing in the
city easily. Also, it would be a useful tool to determine the locations where streetscapes
need to be repaired.

Keywords: visualization, Kansei evaluation, impression of city, Kyoto, streetscape

Day 1 | Session 1 | Room E | Presentation 4 49

Psychological Approach in Product Experience - Chairperson: Pieter DESMET

(249) A Proposal of the Kansei Structure Visualization

Technique for Product Design
KINOSHITA Yuichiro, University of Yamanashi, Japan
NAKAMA Takumi, University of Yamanashi, Japan
In the process of product design, understanding just only the impression of a whole
design target, but the features of locally existing impressions in the design is an important
issue. Considering these impressions at the same time is however difficult using the
conventional Kansei engineering approaches. This paper proposes a novel visualization
technique, called Kansei structure visualization technique. The visualization clarifies the
distribution and intensity of the impressions existing in a single design. It also illustrates
the difference between the impression of a whole design and the impressions of each
location in the design. As the first phase of the visualization procedure, Kansei evaluation
experiments are conducted to investigate the impressions existing in a design target.
Based on the results of the evaluation, Kansei scores are allocated for each location in
the target. The visualization phase illustrates the scores using colours and their density.
The visualization results are finally overlaid on a picture of the target design. This paper
also introduces two visualization simulations for an automobile design as an example.
The simulations demonstrate that the visualization is useful to determine the locations
where design elements need to be repaired. The proposed technique will be an effective
decision making tool to improve existing design plans.

Keywords: visualization, impression, Kansei evaluation, product design

50 Day 1 | Session 1 | Room E | Presentation 5

 Culture - Chairperson: Mikio YAMASHITA

(187) D’ou venons nous? Que sommes nous? Ou allons nous ?

KINT Johanna, Eindhoven University of Technology, Netherlands
ROSS Philip, Eindhoven University of Technology, Netherlands
OVERBEEKE Kees, Eindhoven University of Technology, Netherlands
In this paper we make the case for new ideas and for a different educational approach/
practice. We explain why society no longer offers us fulfillment of our mental, social
and material security. The lack of solutions for the complexities of the modern world
– environmental issues, cultural clashes, the breakdown of cultures...- indicates that
Western society touches on the limits of positivism and rational thinking. We fell into the
trap of procedures without content. How to make young designers sensible to content
and context as a counterweight to the damage, caused by rational thinking? How to
make them aware of the fact that design is not value neutral? Cognitive methodology
and rational working processes form part of our heritage. We are on the verge of a
new era as alternative to cultural standardization and the postmodern hype of styles,
subcultures and social status. We no longer can ignore the poetic, emotional and
emphatic impact of cultural values as a new language joining people and not dividing
them. Instead of displaying one and the same mobile phone all over the world, connected
to the same user code, we should look after diversification in behavior and use. This
switch in mentality makes up for a new quality in design interaction, with a different
set of ethical and aesthetic values as framework: dealing with a ‘language of making/
design through action’ might break down the barriers between people, ideologies and
even communities. In this paper we explore recent design experiences as reflection upon
culturally embedded aesthetical and ethical values and their relevance on the language
of dynamic form. We do not look for products as a final stage nor for particular functional
meaning or reference. This paper argues that reflection on the process in action opens up
new ways/revenues of communication, next to talking, to bridge interculturality. Working
and reflecting together enhances mutual respect and appreciation as a basic attitude to
socio-cultural dialogue and understanding.

Keywords: cultural values, ethical values, dynamic form, design interaction

Day 1 | Session 1 | Room F | Presentation 1 51

Culture - Chairperson: Mikio YAMASHITA

(501) Le Corbusier’s Kansei of ‘Wall’

The Journey and the Architectural Concept by the Modern
Architect
SENDAI Shoichiro, Hiroshima University, Japan
HAGINO Ryo, Hiroshima University, Japan
The purpose of this paper is to consider the process that Kansei (sensibility) of ‘Wall’
on Le Corbusier’s journey is converted into the modern architectural concept from the
viewpoint of Kansei-philosophy. We analyze Le Corbusier’s descriptions extracted from Le
Corbusier’s records of the journey Voyage d’Orient Carnets (1911) and Le Voyage d’Orient
(1965), and his work collection Le Corbusier&Pierre Jeanneret Œuvres complètes, vols.8.
We can extract 5 non-modern themes of ‘wall’ (‘Material’, ‘Opening’, ‘Color’, ‘Ornament’
and ‘Light’), and that Le Corbusier modernizes these 4 themes except ‘ornament’ in
the earlier stage of his architectural activity, and afterwards, he transforms them into
ambiguous (modern and non-modern) concepts. On the other hand, Le Corbusier makes
‘ornament’ to the theory in the later stage of his activity. We can say that the memory
of Le Corbusier’s hand in journey is not simply referred and quoted, or rather than being
forgotten, the Kansei of journey is converted into the Kansei of architectural creation
beyond his intention.

Keywords: Architectural KANSEI, Le Corbusier, Voyage d’Orient, Wall, Architectural

Concept

52 Day 1 | Session 1 | Room F | Presentation 2

 Culture - Chairperson: Mikio YAMASHITA

(44) Emotions & fonts

Constructing emotional map of Chinese fonts
TSENG Te-ping, National Cheng Kung University, Taiwan
MA Min-yuan, National Cheng Kung University, Taiwan
Words are tool that convey not only information but also emotions. A beautiful story
can always catch our feeling: we cry, we laugh; we are nervous, and sometimes angry.
However, it always happens: we feel different when reading in different fonts. Using the
right fonts at the right time is also important nevertheless may easily ignored. This study
focused on the relationships and mechanism between Chinese fonts and emotional
adjectives. For purpose, night subjects were asked to give points to 74 font samples in
9-level Likert scale with eight adjectives. The eight adjectives¡Xjoy, sadness, trust, disgust,
fear, anger, surprise, and anticipation¡Xwere chosen for its polarity of emotions, from the
Theory of Emotions, proposed by Plutchik. With the collecting data, factor analysis was
applied to extract important elements. Consequently, two extracted components were
‘Mental Congruity’ and ‘Mental Pressure’. The results show that (1) Archaic fonts bring
more fear and sadness due to higher mental pressure; however modern fonts with more
joy and surprise, because of lower pressures; (2) common fonts are more acceptable
and anticipated for higher mentally congruous, contrarily, uncommon ones get easy to
be disgusted and surprised with its mentally incongruity. On the other hand, fonts were
scored in both elements, hence a map of emotions and fonts were constructed. The
result is significant and can be applied for publishers to manipulate the emotions in story
books, novels, or even comic books by degree.

Keywords: Chinese fonts, Emotions, Emotional map

Day 1 | Session 1 | Room F | Presentation 3 53

Culture - Chairperson: Mikio YAMASHITA

(381) Acting on Intellectual Systems of an Intervening

Condition and Beyond Constrained Limits
STEPHEN Awoniyi, Texas State University, United States
Intellectual systems of problem solving often transcend disciplinary lines. That is
fortunate because cross-disciplinary insights enable us to (i) be instructed by lessons
outside our domain and (ii) acquire means to articulate our own/chosen models. Our
domain of practices becomes enriched. Radding and Clark (1992) argued that the 11th
and 12th centuries were critical in discipline formation for master-scholars and builders.
Our interest falls upon certain formative intellectual systems they highlighted: Masters
in both evolving disciplines paid attention and reacted to the works of other masters,
this compelling deeper insight and innovation. They also learned to hold one idea in
mind/vision while resolving other issues. Results were more sophisticated problem
definition and solutions. This author suggests that conjoint attitudes were necessary
for the intellectual systems employed to take place. Such attitudes are embedded in
recognition of necessity of creating intellectual space to examine other-than-own ideas
and recognition that complexity and multi-valency are pragmatic, existential conditions.
Attitude is endogenous to engaging practices. A designer’s attitude towards paradigms
of problem solving may facilitate appropriation of those paradigms as own intellectual
systems. The author draws briefly on certain mechanisms of solution generation to
structure an argument about the necessarily pervious limits of solutions. Recognition of
that facilitates disposition in favor of exploration. In the final analysis, the objective is to
compel the question of how possibilities of our intellectual engagement with phenomena
we are investigating may be expanded in order to capture the range and evolutionary
potentials of those phenomena.

Keywords: intellectual system, attitude, impulse, multi-disciplinarity

54 Day 1 | Session 1 | Room F | Presentation 4

 Culture - Chairperson: Mikio YAMASHITA

(73) Basic Study for Structuring Tourism Model Based on

Sensitivity Values
A Case Study of Oguni Town, Kumamoto Prefecture
TAMURA Ryoichi, Kyushu University, Japan
KIYOSUMI Masahiro, Kyushu University, Japan
In Oguni Town, Kumamoto-ken, there are attempts to structure ‘New Business Model’
for establishing ‘Tourism’ by offering ‘New Experience Programs’ to urbanites. To prepare
the basic data to deploy ideas for structuring New Business Models, we focused on
sensitivity values of recognition and evaluation of tourism in Oguni, and studied the
domain of ‘HOW’ to offer ‘WHAT’ to ‘WHOM’. To determine ‘WHOM’, we conducted
questionnaire interviews and used the evaluation grid method of 30 people from nearby
Fukuoka-ken whom we assumed as typical tourists visiting Oguni. Questions were related
to ‘hot springs’, ‘waterfalls’ and ‘Japanese-style inns’, and ‘how one spends time at travel
destinations’. To examine ‘WHAT’, we conducted hearings of local business people and
tourist organizers to extract resources useful to encourage tourists to visit Oguni. We
conducted another hearing of transportation businesses to probe the current tourism
trends. We conducted a questionnaire survey and hearing of tourists visiting Oguni to
define its source of attractions. As for ‘HOW’, we collected materials related to ‘experience
programs’ of other areas of Japan, sampled and sorted methods of retrieval on home
pages, methods of program classifications, and points contrived. We then proposed three
guidelines for the experience programs.

Keywords: Sensitivity Values, Tourism Model, Evaluation Grid Method, SWOT Analysis,
Design Strategy

Day 1 | Session 1 | Room F | Presentation 5 55

Poster session 1

(179) The Role and Efficacy of Kansei Assessment for Public

Space Design
A Case Study of Chinese, Korean and Japanese Railroad
Stations
SOGABE Haruka, Kyushu University, Japan
MORITA Yoshitsugu, Kyushu University, Japan
SAEKI Kengo, Kyushu University, Japan
ISHIBASHI Shinsuke, Kyushu University, Japan
ZHANG Xi, Nanjing University, China
LI Min, Jiangxi University, China
Because public spaces are used by people with diverse physical characteristics and
cultural backgrounds, it has been customary for many years to pay attention to the
safety, accessibility and usability of their design. We agree about the importance of these
considerations. However, we believe that it is also important that aesthetics and the raison
d’etre are emphasized in order that the large numbers of the general public who use
these public spaces will find them appealing and view them as significant and meaningful.
This paper is a subjective survey that examines railroad stations in China (Shanghai City
and Nanjing City), South Korea (Busan City), and Japan (Fukuoka City), asking how users
view the space of each station from the multiple perspectives of usability, aesthetics and
raison d’etre. The results were analyzed on the basis of the different viewpoints of people
according to their different countries and the differences according to different sites. Our
results show that South Koreans and Japanese have different viewpoints about the same
station relatively often and that, despite the common function of railroad stations, spatial
differences are influential.

Keywords: Public Space Design, Evaluation, Station, East Asia

56 Day 1 | Poster session

 Poster session 1

(217) A Method of Transforming Implicit Knowledge into

Explicit Knowledge to Actualize Self-Practice of Kyogen
Movement by Utilizing IT
KAWAMURA Tatsuya, Salesian Polytecnic, Japan
YOSHINO Junichi, Salesian Polytecnic, Japan
NOJIMA Nobuhito, Salesian Polytecnic, Japan
ISHIHARA Masahito, Hosen College of Childhood Education, Japan
ICHIMURA Hiroshi, Hosen College of Childhood Education, Japan
This paper will report on the formalization of implicit knowledge in order to aid self-
practice of Kyogen movements by utilizing IT. The formalization of implicit knowledge
was done by introducing Furicho system which was already being used in Japanese
dance, Buyo. By implicit knowledge we mean that knowledge which cannot be taught
using textbooks. It is taught to students (disciples) by Masters through using words and
movements. Sensory teaching can also be seen. Kyogen traditionally uses this teaching
style. On the other hand, explicit knowledge is knowledge taught by using various
forms of media (e.g. video and print). The Furicho method is a good example of this.
Information on the different parts of the body was collected as digital data by recording
Kyogen movements and techniques using motion capture software. Using the data, a
Kyogen Furicho was created by using the templates that were forms of Kyogen Komai
(Kyogen dance). This Kyogen Furicho was adapted for use in software.

Keywords: Motion Capture, Kyogen, Implicit Knowledge, Furicho.

Day 1 | Poster session 57

Poster session 1

(181) A Comparative Study on the Ideology and Methodology

of Contemporary Architects in China and Japan in Search of
Unique Kansei Traits
JIN Yili, Kyushu University, Japan
MORITA Yoshitsugu, Kyushu University, Japan
HALL MichaelWilliam, Kyushu University, Japan
Architecture in Japan and China has been strongly influenced by western architecture
since the 20th century. However, under the influence of western architecture and the
internationalization of architectural style, architecture in both countries started losing
cultural originality. This created a significant conflict in the Chinese and Japanese
architectural worlds. This led to a movement by contemporary architects to seek
originality without rejecting western style architecture since the 1970’s in Japan and
1980’s in China. The main purpose of this study was to indentify the unique Kansei
traits, and how this knowledge can be used to promote a better understanding of
the influences that promotes original architecture. The historical background of
contemporary architecture in China and Japan, along with the similarities, and the
differences pertaining to the solution on how to express Kansei in China and Japan were
examined. Architecture by three Chinese (Taining Cheng, Zhenyu Cai, and Jinqiu Zhang)
and three Japanese (Kiyonori Kikutake, Arata Isozaki, Kisyo Kurokawa) contemporary
designers were chosen in this comparative case study to provide concrete subjects to
reveal the unique ideology and methodology behind the Kansei in these two countries.
These architects represent transitional periods from the 1970s in Japan, and the 1980’s
in China, and provide valuable insight into the solution sought in this paper through their
attempts to discover an effective approach to make original architecture without conflict.
This study brings out the commonality that exists for the very traditional and original
Kansei ideologies of Kyo-Sei, Tsyo-Wa,and Tian Ren He Yi. Kyo-Sei reflects the symbiosis-
fusion for even opposing factors or inconsistencies. Tsyo-Wa refers to the harmony
existing together without conflict. Tian Ren He Yi represents the harmonies between
people and all objects. The results show that there is a difference between Chinese and
Japanese architects’ perception of time and space. Chinese architects consider time to
be a part of all aspects of nature. Therefore, time and space are indivisible; integrated
like the rhythm of music. Time flows, but is also like a single photo or frame in a movie,
and the Chinese try to capture this “moment”. However, Japanese architects consider
time and the environment as parallel. Time is independent, and has a definite beginning
and end. Chinese architects consider space as an abstract spirit or image. Space can be
a part of the architecture, but it is more than just a physical state, it takes on the soul
of architecture. Japanese architects consider it as an element, which is physical and
functional. Kyo-Sei, Tsyo-Wa, and Tian Ren He Yi became the “source” of Kansei of the six
architects introduced in this paper. The differences between China and Japan about time
and space are based on this “source”. Comprehending this sensibility is an essential part
of seeking the originality of architecture to create contemporary architecture in harmony
with traditional Kansei elements.

Keywords: Unique Kansei Traits, Japan, China, Ideology, Contemporary Architects

58 Day 1 | Poster session

 Poster session 1

(156) Effects of Skin Lotion Perfume on Building

An Attachement for the lotion during continuous use
NOJIMA Saki, Keio University, Japan
TANAKA Yasuhiko, Kanebo Cosmetics Inc., Japan
RYOKO Fukuda, Keio University, Japan
The regular use of skin lotions helps realize their value, and the user may display a
preference for such lotions thus encouraging their repeated purchase. Our previous
studies indicated that the regular use of a skin lotion makes users aware of its effects
and improves their impressions of it. Further, these studies demonstrated that the users
tended to prefer a lotion especially in consideration of its moisture, penetration, and
scent. Therefore, in this study, we have focused on the scent of lotions and, through three
experiments, have tried to demonstrate how it influences the preference for a particular
lotion. Twenty young women who frequently used skin lotions participated in the three
experiments. Four lotions comprising the same ingredients, but having different scents,
were presented as stimuli. The selected scents were fruity, luxury, strong, and rose, the
most popular scents in the market. In Experiment 1, the participants applied the four
different lotions and then subjectively evaluated them on the basis of scent, comfort, and
their impressions of the lotions. They then ranked the four lotions in the order of scent,
comfort, and their willingness to use them again. In Experiment 2, each participant used
her preferred lotion selected in Experiment 1 for two weeks and evaluated it every day.
The same evaluation criteria as those in Experiment 1 were employed for this purpose.
After two weeks, Experiment 3 was carried out in the same manner as described in
Experiment 1. In addition, the participants were interviewed on how their first impression
of the lotion and its scent changed with regular use and how they began to prefer that
particular lotion. The results showed that the scent of the lotions influenced, to a great
extent, the participants’ evaluations of their feel, functional effects, and psychological
effects. Although all the skin lotions comprised the same ingredients, the participants
believed that they were different. Moreover, during the two-week use of their selected
lotion, their impression of its scent changed and as a result, they subsequently began
to display a preference for that particular lotion. In addition, it was observed that if the
participants disliked the scent, they tended to negatively evaluate the lotion and did
not display any preference for it. On the other hand, the participants who began to like
the scent of the lotions were more inclined to like the lotions as well. Moreover, the
participants who were sure of the effects of a particular lotion were easily able to adapt
to its scent and displayed preference for it. These results revealed that the evaluation
of the scent affected the evaluations of the lotions. The preference for a specific lotion
involves several factors and differs from person to person. Therefore, it is essential that
further investigations be conducted to examine such preferences, and their results be
applied to help consumers select the most appropriate lotion at a store.

Keywords: cosmetic, attachment, perfume, long-term use

Day 1 | Poster session 59

Poster session 1

(178) Research on the construction of kansei design education

programs and design evaluation and diagnostic systems
MORITA Yoshitsugu, Kyushu University, Japan
SOGABE Haruka, Kyushu University, Japan
The goals of Kyushu University User Science Institute (USI) is to generate true enjoyment
by promoting a synergy between kansei and technology gained from the viewpoints of
a wide range of users, and develop unconventional R&D systems to design the creation
of knowledge, and to establish educational systems to cultivate human resources to
support these systems, as well as build the world’s first education and R&D center for
user science. Starting from kansei, USI intends to fuse a wide range of study/research
domains, including design, engineering, medicine, agriculture, and human and
environmental studies. As such, USI is moving ahead with the development of the “Kansei
Table,” which is the backbone of the system for the fusion, and the “Quality Karte(Quality
Chart),” a design evaluation diagnostic system. This paper outlines our approach to the
Kansei Tabl, and explains the details of the role and benefits of the Quality Karte(Quality
Chart) development including its development process. The Quality Karte(Quality Chart)
is an evaluation tool for the Kansei Table. It sorts users into three groups: consignors, such
as managers and salespersons, designers, such as designers and engineers, and receivers,
such as end-users. By having all users use the same evaluation indicators, it clarifies the
gaps that appear in design evaluation findings, which are thought to exist between all
user groups when products and spaces are evaluated. The gaps are in the kansei aspects
of user needs, and the objective of the Quality Karte(Quality Chart) is to make use of the
gap factors in design development.

Keywords: Humanization of Technology, Kansei design, Design Evaluation, Kansei

Value Creation

60 Day 1 | Poster session

 Poster session 1

(533) Influences of Straight Line Expression Elements

in Abstract Paintings on Impression Evaluation and Eye
Movement
YOSHIOKA Kiyomi, University of Tsukuba, Japan
YAMANAKA Toshimasa, University of Tsukuba, Japan
This paper has the purpose to inspect differences regarding impression evaluation and
eye movement by comparing straight line expression elements in abstract paintings.
Malewitsch s paintings which emphasize oblique lines and inclined rectangles elicited
impression evaluations such as ‘hard’, ‘irritable’, ‘dynamic’ and ‘exciting’. Mondrian’s
paintings which emphasize vertical line and horizontal line elicited impression evaluations
such as ‘cheerful’ and ‘light’. Paintings which emphasize oblique lines and inclined
rectangles elicited high frequency of long gaze. Paintings which emphasize vertical line
and horizontal line elicited fast mean gazing speed. Paintings which do not emphasize
boundaries elicited slow mean gazing speed. From this study result, it was indicated that
vertical, horizontal, and oblique lines in abstract paintings were influencing factors for
impression evaluation and eye movement. This study is inspection of common impression
and perception caused by looking at paintings.

Keywords: Straight Line Expression Elements, Impression Evaluation, Eye Movement

Day 1 | Poster session 61

Poster session 1

(185) Sleeping Comfort Evaluation of Bed Mattresses Based on

Polysomnography (PSG) and Motion Analysis During Sleep
ONO Yosuke, Graduate School of Science And Technology, Shinshu
University, Japan, Japan
KAMIJO Masayoshi, Interdisciplinary Graduate School of Science And
Technology,, Japan
YOSHIDA Hiroaki, Faculty of Textile Science, Japan
The purpose of this study is to create an evaluation index for the quality of sleep according
to the elastic properties of bed mattresses, by measuring physiological and psychological
responses and the motion of turning over in bed while sleeping. Four different bed
mattresses with different elasticity moduli were used. All of the mattresses featured a
pocket coil system. In order to monitor the depth of sleep – an important indicator of
the quality of sleep – the polysomnography (PSG) results of subjects sleeping on each
bed mattress were measured using a bio-amplifier. PSG is a comprehensive recording of
the biophysiological changes which occur during sleep. Additionally, the subjects’ body
motions during sleep were measured with an actigraph (accelerometer) by calculating
how many times each subject turned over in bed. The PSG-based evaluation revealed
that the depth of sleep was greater for bed mattresses with higher elastic moduli. With
regard to turning over during sleep, the motion of the legs was less than the motion of
the arms for bed mattresses with lower elasticity moduli. This was presumably because
the subjects on bed mattresses with lower elasticity moduli slept more lightly, since it
was not easy for them to turn over as the area from the lumbar to the gluteal region sank
deeper into bed mattresses with lower elasticity moduli. It was therefore concluded that
the frequency of turning over in bed is as useful as PSG when used as an indicator by
which to infer quality of sleep.

Keywords: Sleep, Bed Mattress, Comfort, Polysomnography (PSG), Actigraph

62 Day 1 | Poster session

 Poster session 1

(48) Research into Pictorial Design Trend of Chinese Characters

WANG Wei-yao, Taiwan Tech, Taiwan
FANG Wei-hung, Taiwan Tech, Taiwan
CHIU Pei-Hua, Taiwan Tech, Taiwan
Design of pictorial characters lies in the application of picture in proper combination and
replacement with different positions in a character. This will equip the character with
an image of individuality, and then make a deep impression on consumers or form a
unique image for activity advertisement. With the pictorial design, we can accelerate
and reinforce the conveyance of information, and express the sensation a pure character
fails to reach. The purposes of this research lie in making clear the design properties of
pictorial characters, making a survey and tendency analysis of the properties, and further
examining the recipients?emotional cognition categories under simultaneous influence
of the two design properties. From January to April of 2009, by means of natural
observation, we sampled purposively the signs, package, and printed material of shops in
Taipei, Taiwan, for their design of pictorial characters. We obtained a total of 110 samples,
and found from observation and analysis of the samples that: (a) Application of pictorial
design of Chinese characters exists in all kinds of printed materials. Application in package
accounts for 40.9% of all samples, in printed material is second (35.5%), and in shop signs
is in the minority (23.6%). (b) Application of the six categories and structure of Chinese
characters leads to the discovery of two design properties of “connection between picture
and meaning?and “character completeness for picture? “Connection between picture
and meaning?acts as analysis of picture applied in the six categories of Chinese characters
and design of pictorial characters. “Character completeness for picture?is the level of
varied positions replaced by picture in being a complete character. It is divided according
to the structure of Chinese characters. (c) Statistics of “connection between picture and
meaning?for pictorial characters show that “high connection?(37.4%) is in the majority.
In terms of the three levels in “character completeness for picture? “stroke?(51.8%) is
in the majority. As for combination of the two properties, “high connection?combined
with “stroke?(21%) is in the majority. It is also the most frequently used combination
at the present time. “Medium connection?combined with “outline?(3.6%), on the other
hand, is in the minority. Application of this combination can make a striking difference
in the current design. (d) The survey on emotion categories is in progress. In terms of
pictorial design of Chinese characters and appropriate combination between the picture
and character, this research is expected to provide with its results a useful reference for
graphic designers, and become a great help in the field of design or teaching Chinese
characters.

Keywords: pictorial character, six categories of Chinese characters, connection

between picture and meaning, character completeness for picture, emotion

Day 1 | Poster session 63

Poster session 1

(162) Computer aided design of individualized best fitting

pants
TAKATERA Masayuki, Shinshu University, Japan
TSUCHIYA Keiichi, Shinshu University, Japan
KIM KyoungOk, Shinshu University, Japan
CHO YoungSook, Textile Fusion Technology R, Republic of Korea
An automated design system for making the best fitting pants considering personal
figures was developed. The best fitting pants means fitter pants for individual body than
ready-made clothes. It is more comfortable to wear than ready-made clothes and does
not restrict persons’ movement. Three dimensional body shape of wearing person was
obtained by 3D scan of the person and the deformable virtual body which reflected
person’s measurements. Then, we made a three dimensional pants model which
wrapped the virtual body. Appropriate allowance was added to the body shape from the
waist line to the hip line to make three dimensional pants model. The most important
configuration, which should be controlled, could be the crotch line of pants. The crotch
line is a line of intersection of median plane for the pants model. The first crotch line was
extracted from the body shape before deformation. The crotch line of pants was made
by connecting second order B-spline curve from determined node points. Abdomen
protraction point or pubic symphysis point, intersection of median line and gluteal sulcus
line were selected as the node points in the front part. The stuck out point of buttocks
part, intersection of median line and gluteal sulcus line were selected as the node points
in the back part. Allowance to the crotch line was given by moving the bottom node of
spline curve down. The whole model shape was changed according to the deformation
of crotch line. The leg parts of pants model were obtained by deforming the leg shape of
the body model straightly. The allowance for legs parts was given by magnifying the hip
line. The patterns were made by the automatic draping system which we developed with
mentioned pants model. As a result of wearing the pants which we made by this system
with three dimensional measurement of wearing persons, it was able to make pants that
reflected individual figures. The made pants contained suitable allowance for movement
such as sitting down at seat, expansion and contraction, and walking. Furthermore, the
buttocks part did not swell out and had better shapes than those of ready-made clothes.
In this study, it was possible to make the best fitting pants which reflected the shape of
individuals by the design method.

Keywords: Pants, Individualize, Pattern making, Clothing design

64 Day 1 | Poster session

 Poster session 1

(340) How quickly do people become bored with new

information?
A survival analysis of vogue words appearing in newspapers
OHIRA Yuko, Chiba University, Japan
TAKAHASHI Shihomi, Chiba University, Japan
KUGAYA Miho, Chiba University, Japan
KOYAMA Shinichi, Chiba University, Japan
HIBINO Haruo, Chiba University, Japan
The purpose of the study was to examine when new information becomes old. Muramoto
(2007) studied the correlation between the frequency of use of vogue words in weblogs
and TV shows. In this study, we conducted a frequency analysis using newspapers
and asked participants to evaluate the newness of topic keywords. We analyzed the
frequency of use of vogue words in newspapers and compared the frequencies among
the years 1997, 2002, and 2007. We considered the period between the peak usage and
disappearance of a word as the word’ s lifetime, and conducted a survival analysis to
compare survival curves among the years 1997, 2002, and 2007. The results showed
that the survival period for vogue words was significantly shorter in 2007 than in 1997
(p < .05). In 2007, half of the vogue words disappeared in 4.7 months. Because people
might start getting bored with vogue words before they disappear from newspapers,
we conducted a survey wherein we asked participants to evaluate the newness of topic
words. The results showed that the words were likely to be regarded as new words in the
first month after their first appearance but as old words in the second month after their
appearance. In brief, our study suggested that nowadays, people may become bored
with a vogue word two months after its appearance and vogue words may disappear five
months after their peak usage.

Keywords: weariness, vogue words, frequency, questionnaire

Day 1 | Poster session 65

Poster session 1

(516) The System of safe and comfortable ‘KANSEI Web Service

System’
AYAI Kan, Kogakuin University, Japan
SHIIZUKA Hisao, Kogakuin University, Japan
Infrastructure valuing Web service of the usual doesn’t necessarily fit user’s feelings. In
this paper, we propose the system construction method by using KANSEI contents. It is
shown that our “KANSEI Web Service System” provides feeling safe and comfortable.

Keywords: safe and comfortable, Web Service, System Development

66 Day 1 | Poster session

 Poster session 1

(520) Research on Sex Appeal and Product Design

SON Dar-Young, The Graduate School of Future University Hakodate,
Japan
KANG Nam-Gyu, Future University Hakodate, Japan
In the past, the word sexy was used in a negative way implying impurity and obscenity.
Recently, however, the immoral connotations of sexy have changed into a more positive
meaning of sexual charm or appeal. The purpose of this research is to clarify the
relationship between the sex appeal and sexiness of product design and how it relates to
our preference or liking of the product. Therefore, we conducted two experiments to help
clarify and quantify the terms. In the experiments, the subjects were asked to evaluate
some product designs on the following areas: Level of a Human Theme or Motif, Level of
Sexual Appeal, Level of Sexiness and Level of Personal Preference or like. As a result, our
data shows the following: 1) The sex appeal and sexiness of a product affects how people
view the product. 2) The reduction of sex appeal and sexiness of the female body reduces
the perceived sexiness of the product. 3) A correlation exists between the strength of sex
appeal and sexiness; in a limited area, increased sex appeal leads to increased sexiness.
4) The subjects showed that men and women have different preferences as the levels of
the sex appeal and sexiness of women’s breasts change. 5) In general, as the sex appeal
and sexiness increased, the preference for that product design decreased. For women,
however, as the product design increased in sex appeal and sexiness preference also
increased, especially in the case of the cup most suggestive of physical sex.

Keywords: Sexy, Sex Appeal, Product Design

Day 1 | Poster session 67

Poster session 1

(8) Applying an Interpretive Structural Modeling Method to

Design Consumer Preference-based Products: Another Case
Study
CHEN Chun-Wei, Ling Tung University, Taiwan
LIN Chung-Hung, Ling Tung University, Taiwan
CHEN Yu-Song, Ling Tung University, Taiwan
The purpose of this study is to test the feasibility of applying an interpretive structural
modeling (ISM) method for consumers to design consumer preference-based products.
Many studies have indicated that the fulfillment of consumer needs is an important
prerequisite for the development of successful products, showing the importance of
developing an approach for designing a consumer preference-based product is supported.
This study presents an ISM method for developing consumer preference-based products.
A razor will be used as the test case. The experimental results from this study provide
product designers with a new design approach for designing consumer preference-based
products.

Keywords: User requirements, User-centered design, Product design, ISM

68 Day 1 | Poster session

 Poster session 1

(29) Applying Structural Method Based on AHP and ISM for

Developing Attractiveness Questioner
CHEN Chunwei, Ling Tung University, Taiwan
WANG Kun-Chieh, Ling Tung University, Taiwan
CHEN Yu-Song, Ling Tung University, Taiwan
To enhance the likelihood of success of a product when launched onto the market,
it is essential to assess the attractiveness of its product form during the design stage
and to remedy any perceived form-related defects if necessary. However, few practical
approaches exist to developing attractiveness questioner. Consequently, product form
designers lack reliable indicators to guide their design efforts towards developing
products which will satisfy the consumers?needs. Therefore, this study proposes a
structural approach based on AHP and ISM to develop attractiveness questioner. The
Structural approach includes three stages: A. Identify the attractiveness item, B. Use AHP
purify attractiveness item, and C. Layout attractiveness questioner via ISM. This study
provides a structural method for developing attractiveness questioner.

Keywords: Attractiveness questioner, AHP, ISM, Structural approach

Day 1 | Poster session 69

Poster session 1

(526) Components Related to Sensorial Decision Using ANN

Preprocessed with Aura Characteristics
SUZUKI Yutaka, University of Yamanashi, Japan
KATO Takaya, University of Yamanashi, Japan
HATTORI Asobu, Tokyo Metropolitan Industrial Technology Research
Institute, Japan
SAKATA Osamu, University of Yamanashi, Japan
It is necessary to develop new signal processing systems to confer on robots ‘ the ability
to behave in a kansei manner’ in response to sounds. In this study, the components of
sensorial decision in response to sound are investigated using an acoustic diagnostics
system that outputs a sensorial decision modelled after the mechanism of processing
in humans. The loudness function is applied to the loudness of the sound, and mel is
applied to the pitch. The averaged result of the frequency spectrum is input into an
artificial neural network (ANN). Samples with only slight differences are used as diagnostic
subjects to examine the ability to differentiate between the sounds. The ratio of correct
answers is increased by combining mel and the loudness function, and there is an optimal
loudness of sound to obtain the correct answer. Only parts of the aural characteristics of
humans are utilized in this study, but the results indicate that it is effective to consider
such nonlinear characteristics.

Keywords: acoustic diagnostics, neural network, aural characteristic

70 Day 1 | Poster session

 Poster session 1

(502) Provisions to Restrict Amendments or Corrections in the

Patent Act
Around the judgment of the Intellectual Property High Court,
on June 12, 2008
MATSUNAWA Masato, University of Tsukuba, Japan
Revisions have been made to the Patent Act, with the objectives of simplifying the trial
system, solving cases in a reasonable manner, giving early judgments, reviewing the
assignment of authority between the Japan Patent Office and the court, and globalizing
the system, since 1993. This study reviews the series of Patent Act revisions that have
been enacted and examines the provisions to strengthen protection of trade secrets
in court, limit patent rights in actions for infringement, and restrict corrections, as well
as the correction system related to the court. In this context, the author considers the
provisions to restrict amendments or corrections in the Patent Act centering around the
judgment of the Intellectual Property High Court on June 12, 2008, of the case ‘ Clothes
having a property to maintain shape.’

Keywords: trial for patent invalidation, request for correction, amendment, new
matter, judgment rescinding the trial decision

Day 1 | Poster session 71

Poster session 1

(522) Research on Emotag Photo Browser System based on

‘Impression’
NIINOMI Ryota, Future University-Hakodate, Japan
KANG Nam Gyu, Future University-Hakodate, Japan
Moving experiences, in turn, leave an ‘impression’ that often affects future life decisions.
Our research proposal focuses on how to construct a better photo browsing system, with
special attention paid to the emotive impressions of the photographs. Therefore, we
surveyed 71 students (40 men, 31 women) from Future University-Hakodate. We asked
the subjects to think about their every day lives and asked them the following questions.
1) ‘What event in your life was most impressive (ie, leaving the biggest impression)?’
2) ‘Why were you impressed?’ 3) ‘What changed because of the event, experience?’
and 4) ‘How do you feel now recalling the event, experience?’ The survey has revealed
that subject’s impressions are related with surprise, achievement, love and strength of
memory especially. As a result, we propose the photo browser system using creating
emotive tags, or emotags (emotive tags) in addition to the tags.

Keywords: Impression, Memory Recall, Photo Browser System

72 Day 1 | Poster session

 Poster session 1

(188) Comparison of Immersive Feeling Effects among Three

Wide-Angle Image Projection Techniques
SATO Mie, Utsunomiya University, Japan
SUGAWARA Satoru, Utsunomiya University, Japan
KASUGA Masao, Utsunomiya University, Japan
HONDA Kenji, Tokyo University of Marine Science And Technology,
Japan
HASHIMOTO Naoki, The University of Electro-Communications, Japan
An assessment experiment compares three wide-angle image projection techniques:
‘’simple enlargement,’ ‘’video mosaicing’ and ‘’pseudo wide-angle images’ and finds
what is the most effective in producing an immersive feeling. Results of the assessment
experiment are examined by Steel test and factor analysis. The most effective technique
is useful in changing our living room into a human-scaled immersive image theater.

Keywords: entertainment, media, wide-angle image, immersive feeling, assessment

Day 1 | Poster session 73

Poster session 1

(83) A Research of Absolute Threshold of Hermann Grid

WANG Shiu Wen, Fortune Institute of Technology, Taiwan, Taiwan
HWANG Shyh-Huei, National Yunlin University of Science And
Technology, Taiwan
LEE C.F., National Yunlin University of Science And Technology, Taiwan
The Hermann grid illusion is an optical illusion. In advertisement, some designers used to
make vision illusions to confuse consumers. The responsibility of advertisement designers
should be telling the truth to consumers, but not treating consumers by vision illusions.
So in the research we want to know how to stop the vision illusions, then designers won’t
cheat consumers by vision illusions. In the research we use “Method of Constant Stimuli?
Stimuli are presented numerous times in random order and the subject reports whether
he/she can detect them. In stage 1, 16 subjects are sophomores of Department of Creative
Design of National Yunlin University of Science and Technology. And in stage 2, we have
20 subjects from Multimedia Design Department of Fortune Institute of Technology, all
of them are sophomores. In the research we decline and rotate the squares in Herrmann
Grid to get the absolute thresholds. In stage 1, absolute threshold is 8? and in stage 2
absolute threshold is 6? In stage 2, the absolute threshold of the experiment 1 is 14? and
the absolute threshold of the experiment 2 is 6? In the research we have three control
factors, ‘direction of vertical lines?and ‘direction of horizontal lines? and ‘decreasing the
area of squares? When rotate the squares, the control factors are ‘direction of vertical
lines?and ‘direction of horizontal lines? When rotate the squares, the control factors are
‘direction of vertical lines?and ‘direction of horizontal lines? The effect of ‘decreasing the
area of squares?is much more then the effect of ‘direction of horizontal lines?

Keywords: Hermann Grid, Vision Illusion, Absolute Threshold

74 Day 1 | Poster session

 Poster session 1

(383) Visual Perception of Dynamical Change in Emotional

Faces vs. Objects
HAN Bora, Cognitions Humaine Et Artificielle - CHART/LUTIN - UMS
2809, France
TIJUS Charles, Cognitions Humaine Et Artificielle - CHART/LUTIN - UMS
2809, France
NADEL Jacqueline, Centre émotion La Salpetriere Hospital, Paris,
France
The perception of dynamical changes in a visual scene is of paramount importance in
the processing of environmental signals necessary for adaptation. These signals however
rely on different kinds of causal interaction. While changes in inanimate objects require
the intervention of an external cause, changes in faces relate to intentional properties.
There could be thus specific patterns of brain processing for objects and for emotional
faces, and these distinct patterns could lead to distinctive perceptual responses. To
test this hypothesis we set up a morphing methodology allowing compare dynamic
changes of emotion in faces with dynamic changes in natural and artificial objects.
Seventy-two participants were presented videoclips of dynamical changes at various
speeds to determine the optimal perception of the change of states with two orders of
transformation (ABA, BAB). After each videoclip, the participants were asked to choose,
among non-targets, the image that was B in ABA, or A in BAB. Behavioral data and Response
Times were collected. Results show that participants were less successful in choosing the
target emotion when confronted to fast transformations. The effect is reinforced when
faces are presented in the BAB order. These data bring to light a significant effect of the
speed of transformation, type of stimuli and order of transformation on the perception
of facial and object transformations. They suggest that the complex cognitive processing
of dynamic changes may differ according to the stimuli: face vs. object.

Keywords: Visual perception, Dynamic process, Morphing, Emotional faces, Objects.

Day 1 | Poster session 75

Kansei Engineering - Chairperson: Anitawati MOHD LOKMAN

(452) Design Candidate Identification via Kansei-VR & AHP

approaches
STAIANO Michele, University of Naples Federico II, Italy
LANZOTTI Antonio, University of Naples Federico II, Italy
MATRONE Giovanna, University of Naples Federico II, Italy
In this work the Authors shows the first results of a research activity aiming at the
identification of the most appealing design candidate via a new integrated Kansei
Engineering process. The target was achieved by means of Virtual Reality (VR) along
with an Analytic Hierarchy Process (AHP) performed in a desktop environment. Both the
approaches aim at the direct involvement of users into the design process, as early as
possible. Focusing on the synthesis phase, once implemented the design candidates by
different technical features according to a Factorial Design, the concepts are evaluated
by users. The data collected by asking users to judge them are analysed via suitable
methods to guarantee the above assessment. For this purpose, two different evaluation
approaches, although at different stages of the design process, are tested and compared:
the first one relies on the user experience with the product in VR whereas the second
is new to the Authors and is allowable for a much cheaper visual pairwise comparison
in a PC-based experimental set-up. The original result is that the two approaches are
complementary rather than alternative and the way to harmonize them in an integrated
KE process, in order to improve and speed-up the synthesis phase, is discussed. In order
to describe the two approaches and highlight their peculiarity, an application to the
design of railway coach arrangement and furniture (briefly referred to as ‘train interior’)
is presented.

Keywords: Kansei Engineering, Virtual Reality, Design Evaluation, Pairwise

comparisons

76 Day 1 | Session 2 | Amphitéâtre | Presentation 1

 Kansei Engineering - Chairperson: Anitawati MOHD LOKMAN

(166) Kansei Design of LCD Panel Specifications

TSAI Yung Fu, National Cheng Kung University, Taiwan
CHEN Kuohsiang, National Cheng Kung University, Taiwan
WANG Yu-Chiao, National Cheng Kung University, Taiwan
WANG Jhing-Fa, National Cheng Kung University, Taiwan
Even though liquid-crystal displays (LCD) have become a part of our life, the technology-
oriented specifications for panels left consumers with difficulty to get close to and
understand them. Applying Kansei Engineering approach and Design of Experiment (DOE)
method, this study tried to measure users’ feelings about the designs of LCD displays
and the relationships between the specifications of LCD panels and Kansei evaluations
efficiently. The results of this study could help designers understand consumers’ Kansei
preferences of LCD displays, and choose the most appropriate LCD panels to achieve
better overall display design. By proposing a Kansei specification for the LCD panels
that assures a user-friendly interface, the results of the study would also provide
manufactures a reference for developing new technology of LCD panels. The results of
this study show as follows: (1) Users’ Kansei words of LCD panel specifications could be
extracted as 8 representative Kansei words including Bright, Sharp, Vivid, Comfortable,
Natural, Graceful, Friendly, Energy-saving. (2) Contrast Ratio of LCD panel specification is
the most significant to drive the positive feeling and image, followed as Resolution and
Gamut. (3) Contrast ratio, gamut and resolution have significant influence to Kansei word
‘Energy-saving’ with negative relationship. (4) The predicted equations are confident by
test, and could be used as reference for user-friendly interface.

Keywords: Kansei Engineering, Kansei Evaluation, LCD Panel Specifications, LCD

Displays

Day 1 | Session 2 | Amphitéâtre | Presentation 2 77

Kansei Engineering - Chairperson: Anitawati MOHD LOKMAN

(524) Proposal of a New Publication Process Using the Kansei

Table System as a Means of Distributing University-Generated
Knowledge
FURUSAWA Genta, Kyushu University School of Design, Japan
IKEDA Minako, Kyushu University, JAPAN, Japan
Broad distribution of university-generated knowledge is one of most important issues
of Japanese universities today. The aim of this research is to present a new concept of
knowledge editing and university publishing process. First, the mechanism of the system
called the ‘Kansei Table System’, which is under development in Kyushu University, Japan,
is to be explained with reference to the matching mechanism and ‘kansei’ classification.
Second, a survey of the university press system is to be performed, especially focusing
on their history and some current problems, and in addition, some cases as examples
of their publication trends. Third, some possible publication projects using this system
will be surveyed. Lastly, a verification method for examining the efficiency of this editing
procedure is to be considered.

Keywords: Knowledge, Publication, University, Value creation

78 Day 1 | Session 2 | Amphitéâtre | Presentation 3

 Kansei Engineering - Chairperson: Anitawati MOHD LOKMAN

(240) Kansei engineering as an ergonomic and technological

concept derived from customer’s preferences about a product
Case Study of Iranian Handicraft
KARIMI Mahshid, University of Tehran, Iran
ROKNIFARD Yassamin, University of Tehran, Iran
ZAFARMAND Seyed Javad, Chiba University, Japan
Kansei is in fact the technology that translates customer’s emotions and imaginations to
different elements of product design. Iranian handcrafting, as an independent and local
industry, is believed to be one of the most prominent examples of Applied Arts and is one
of the three main poles of global handicrafts industry with the most diverse sub branches
compared to other countries. Customer’s behavior is under the influence of many factors
such as cultural, social, personal and psychological elements. Customer’s behavior is a
process that involves three stages of: pre-purchase, during purchase and post-purchase
phases. In this research, we intend to use Kansei and its focus on spiritual and mental
needs alongside personal tastes to study the art of Ghalam Zani (Chasing) in Isfahan. We
use terms familiar to or provided by customers in order to reach the connections between
patterns of Chasing crafts and customer’s emotions, and its important role in traditional
handicraft marketing improvement. This analysis will delve into the reasons behind the
relationships between the shapes and patterns used and the tastes of customers and
tourists. We have made a survey in traditional Bazaar of Isfahan and finally we analyzed
the results, discovering what makes a traditional handicraft best seller.

Keywords: Kansei, Customer behavior, Imprresion, Traditional handicraft

Day 1 | Session 2 | Amphitéâtre | Presentation 4 79

Design and emotion - Chairperson: Carole BOUCHARD

(477) Design with Emotional Approach by Implementing

Kansei Engineering- Case study: Design of Kettle
KOLEINI MAMAGHANI Nasser, Iran University of Science And
Technology, Iran
TAJODDINI Marjan, The University of Art, Iran
In recent years, applying emotional methods as subjective evaluation process of
contents in the product design community is increasingly concerned. One of the most
promising methods that integrate design, emotions, engineering and computer is Kansei
engineering. It has been demonstrated that if the consumer’s feeling and image (Kansei)
of a product in mind could be implemented in the new product, consumer would be
more satisfied with the product. The purpose of this study was to measure the Kansei of
a product evokes in a customer’s mind, and as a case study designing a new kettle was
programmed. 10 samples of different types of kettles were used in the physical part.
Products are evaluated on semantic differential scales and also categorized in respect
to theirs attributes. A list of adjectives was complied that impressions and sensations
people receive from kettle, and then a total of 30 words were selected and used in
semantic part. A 7-point scale questionnaire using these words was found suitable. 70
subjects participated in our study and they asked to fill in questionnaire based on their
subjective evaluation. The samples were analyzed and statistical methods are then used
to find correlation between attributes and perceived expression or users feelings. In
developing new products this statistical data is used to make decision on the properties of
a new design. Afterward, based on all finding and results, some candidate samples were
designed. In the next stage of our study, the new design of kettle was again validated by
questionnaires and recommendations for final design were given.

Keywords: Kansei engineering, Product design, Semantic Differential method

80 Day 1 | Session 2 | Room A | Presentation 1

 Design and emotion - Chairperson: Carole BOUCHARD

(4) Design Method od Applying the Association of Science

Fiction to Emotional Arousal
TENG Chien-Kuo, Shih Chien University, Taiwan
CHUANG Ming-Chuen, National Chiao Tung University, Taiwan
Scenario Building has been widely used in conceptual visualization design methods. It
enables the designers to envision the variable user scenarios, so that they can design
products closer to the “make real” user experiences. In recent years, the consumers have
been paying more attention to the emotional side of the products. Therefore, how to
impart emotional expression in the products has become a major subject of development
among designers. This research proposes an emotional arousal method with replaceable
imagination, and uses a design project of vacuum cleaner themed upon associations of
science fictions to demonstrate the application of this method to more deeply explore
the designers’ originality for developing products with emotional attributes. The scenario
operation and association procedure implemented in this research include the following
four elements: deciding scenario types, behavioral observation, scenario building, and
constructing a creative thinking matrix for form development with emotional arousal.
Through the conceptualization and development processes of the vacuum cleaner
design project, the adopted scenario of science fiction were presented to show how it
was incorporated in developing a emotional product with flavor of science fiction. The
advantages and potential problems of applying this design method were discussed in the
last section of this paper.

Keywords: scenario building, emotional arousal, design method, science fiction,

association

Day 1 | Session 2 | Room A | Presentation 2 81

Design and emotion - Chairperson: Carole BOUCHARD

(425) An association experiment for finding emotional

expression between design and music
LIU Cha-Lin Charleen, National Yunlin University of Science And
Technology, Taiwan
CHANG Teng-Wen, National Yunlin University of Science And
Technology, Taiwan
What is the problem? Since digital technology has emerged to design world, no matter
industrial design, architectural design or visual communication, design itself has
evolved into a ‘new’ thing that is often regarded as new media. With rooted in digital
technology, new media is always proud of its rich visual artifacts in the representation
of design. However, while emphasizing on visual, non-visual elements such as ambient
environment, space and physical features are somehow not quite into the main stream or
some even ignored. Among those, music or sound elements are one of major problems.
Designers with no music backgrounds usually have difficulty understand music that led to
a music-unfriendly design. Therefore, our research is aiming at studying how music can be
integrated into design process or even music-aided design. Integrating music into design
process In terms of design process, we divided design process into rational reasoning
and emotional expression. Rational reasoning is learned via pedagogical method and
several methods for shape and form composition have been tested for years and proved
to have good impacts. However, the emotional expression that is how the design affects
users or consumers is taught in studio-like fashion mostly. In this research we document
an experiment based on integrating music components into teaching design for novice
designers. The reason for choosing novice designers is because novice designers are often
not into a design pattern therefore are willing to explore more possibility for design. The
data collected will be more effectively. Several researches from International Computer
Music Conference starting as music information retrieval conference have conducted
researches onto music representation based on the computing technology or artificial
intelligence research. Among those, several attempts such as The Interactive Event
Manager (2009), Hyperinstruments: (Machover 1992) and Hyperscore (Farbood, Pasztor
and Jennings 2004) are already trying to visualize the music to images or generated
images. One group of researches (Schenker 1969) tried to retrieve the meaningful results
from music and another (Yang and Chen 2003) then discovers the possible mapping
between meaning and visual elements. How we approach We use (Yang and Chen 2003)
as the basic tension-rhythm framework for the experiment conducted in this research.
We will also use SD method to analyze the data retrieved from the experiment and
evaluation. Framework and pilot test are applied onto a group of novice targets who are
either in music or design background in duration of six months. A web-based platform is
implemented for testing and collecting the data. Further on the experiment as well as the
implemented platform will be elaborated in the final paper.

Keywords: music, image, emotional expression, adjectives, association

82 Day 1 | Session 2 | Room A | Presentation 3

 Design and emotion - Chairperson: Carole BOUCHARD

(140) The Procedure of Emotion Arousal from Words and

Images
PAN Chang-Yu, TIK Menber, Taiwan
CHEN Kuo-Hsiang, TIK Cheaf, Taiwan
Words and images are important tools of communication in our daily life. At
communication behavior they are often presented at the same time. (talking, facial
expression, gestures, posters, medias¡K). This article, by the arrangement of words and
images, is to explore the meaning of the cognitive processes and emotional, if they are.
We try to understand the written words and images at the same presenting cases, the
emotional factors that have been aroused. This questionnaire is designed to carry out in
three stages, the first phase will show words, images and emotions along and to collect
the temperature of their feelings. The second phase will be words and images mix in
three models with posters, and test the significance of their cognition. The third phase
will be these three models posters to test their emotional perception. Through this
arrangement, we found that the cognitive aspects of meaning, it seems that the influence
of the words is larger than the influence of the image. In the emotional sense, though
words still higher influence than images, but the emotional significance of perception will
be closer to the instinctive response.

Keywords: emotion, cognition, images, meaning

Day 1 | Session 2 | Room A | Presentation 4 83

Design and emotion - Chairperson: Carole BOUCHARD

(136) The Features of Chinese Typeface and its Emotion

CHUANG Hsien-Chih, National Cheng Kung University, Taiwan
MA Min-Yuan, National Cheng Kung University, Taiwan
FENG Yi-Che, National Cheng Kung University, Taiwan
Chinese characters, a kind of hieroglyph, contain different shapes and styles and
also provide a meaningful feature in vision transmission. Due to the huge amount of
characters, designers are usually based on self-experiences with no auxiliary system of
unified meanings for characters in the viewpoint of emotion. This study intends to find
out the relationship between characters and their emotion, and contains two purposes:
(1) To define the characters’ features, (2) To find out the characters’ features and its
KANSEI words. Therefore, the features are discussed for Chinese characters based on
PANOSE SYSTEM 2.0, the Latin font classification system. In this system, the major
categories contained: (1) genre, (2) serif, (3) weight, (4) topology, (5) contrast, (6) angle,
(7) tool kind, and (8) aspect ratio. The features are divided into 8 major categories with 40
elements. 8 KANSEI words in 4 styles (elegant, Vigorous, gentle and simple) are selected
for typefaces by 30 persons. The relationship between the features and KANSEI words are
analyzed by using the Quantification type I method. According to the results, Genre, Serif,
Tool kind, and Aspect ratio affects the emotion greatly, and the following is Topology,
Contrast, and Angle in terms of 8 KANSEI words in 4 styles. It is helpful for designers or
amateurs to transmit an imagery precisely.

Keywords: Chinese character, Typeface, KANSEI

84 Day 1 | Session 2 | Room A | Presentation 5

 Affective computing, robots - Chairperson: Gordon LEE

(451) AIBOcom: Designing Robot Enhanced Human-Human

Remote Communication Technology
PAPADOPOULOS Fotios, University of Hertfordshire, United Kingdom
DAUTENHAHN Kerstin, University of Hertfordshire, United Kingdom
CHING HO Wan, University of Hertfordshire, United Kingdom
WALTERS Michael L., University of Hertfordshire, United Kingdom
Nowadays, more and more people live far away from their homes and families, e.g. due
to work commitments, seeking education in different countries, relatives moving to
another country etc. During such a time of living apart, communication strengthens the
relationship between two or more people by using communication technology which may
offer voice or video. The goal of our research is not to replace real world interaction, but
to enhance remote communication in cases where face-to-face contact is not possible.
There are many applications available for video communication such as Skype, MSN, ICQ,
etc. However, regardless of the fact that video conferencing offers both video and voice
it still misses an important sense that could be transferred through distance - namely
touch. Through this sense, a more interactive and enjoyable communication could be
established, if the means of interaction are designed well and are acceptable to the users.
Such technology could be anything from a robot to a complicated device that has to be
worn by the user. There has been similar research in this field such as the Huggy pajama
and the poultry internet . However, these technologies require special hardware on both
ends which may be difficult to be obtained and to be accepted by the users. AIBOcom
is a touch communication project which enhances the current technologies like Skype
and MSN, by introducing a robot at both ends of the communication channel. The robot
that has been chosen to undertake the role of a touch interactive device is AIBO. AIBO
is a generally being well accepted by its users and is widely spread to many universities
and households. Note, the technology we develop does not depend specifically on the
particular robot being used. AIBOcom utilizes the body of the AIBO to allow the users to
interact with it, giving them the ability to play a 2-player game. The purpose of the game
in this experiment is to guide a virtual character in a computer maze by using the AIBO as
an interaction tool and, conceptually, as a ‘joystick’. The user guides the virtual character
by moving a pink ball in front of AIBO. The user is expected to interact with the AIBO
like a real pet in order to satisfy and fulfill its internal variables/needs. During the game,
AIBO runs in autonomous mode and executes dog-like behaviors according to its internal
variables. In order to finish the game, both users have to co-operate by interacting with
their robots and by using voice and body gesture. The co-operation is essential since
each AIBO is affecting the other AIBO’s internal states at every interaction and time step.
The evaluation of this experiment uses various sources of data gathered from 10 pairs of
participants, including video data for assessing facial expression, enjoyment and robot
interaction evaluation, computer log files for the evaluation of the effectiveness of the
interaction, questionnaires for enjoyment evaluation and computer screen capturing to
complete the evaluation. The presentation of this abstract will include results from this
study.

Keywords: HRI, remote communication, social mediation

Day 1 | Session 2 | Room B | Presentation 1 85

Affective computing, robots - Chairperson: Gordon LEE

(95) Kansei Evaluation of Behaviors of Robot which Recognizes

Difference between User’s and its Own Fields of View
IMAI Jun-ichi, The University of Electro-Communications, Japan
KANEKO Masahide, The University of Electro-Communications, Japan
Generally there are many objects which can cause visual occlusion in daily living spaces
for humans, where human-symbiotic robots will work. Consequently, it will often occur
that a robot cannot see an object by occlusion while a user can, and vice versa. In such
situations, it is desirable for the robot to be able to interact with a user while recognizing
a difference between their fields of view. We expect that such a ‘considerate’ robot will be
friendlier and more pleasant to users. In this paper, we carry out experimental subjective
evaluations of impressions which such robot gives to humans during human-robot
interactions to verify our expectation. We have developed a robot which can estimate a
user’s and its own fields of view to behave appropriately while recognizing the difference
between their perceptions in our previous works. Participants are requested to observe
the interactions in occlusion environments and to subjectively evaluate impressions which
they receive from the developed robot’s behaviors. The experimental results show that
the robot which can guess a user’s perception and understand differences between their
recognition of situations can give ‘familiar’ impressions to humans. This fact is expected
to be one of fundamental recommendations for designing much friendlier interactions
with robots and other intelligent systems.

Keywords: Human-robot interaction, Impression evaluation, Visual occlusion, View

estimation, Difference in perceptions

86 Day 1 | Session 2 | Room B | Presentation 2

 Affective computing, robots - Chairperson: Gordon LEE

(93) On the Design of a KANSEI Robot Testbed for

Understanding Human-Machine Interaction
LIVINGSTON Frederick, North Carolina State University, United States
GRANT Edward, North Carolina State University, United States
LEE Gordon, San Diego State University, United States
The design of autonomous controllers for mobile robotic systems continues to be a
challenge, due to the complexities and uncertainties of not only the robotic systems but
also the environment. In this paper we present a different approach to vision-guided
mobile robot navigation. Instead of using a rule-based controller, a neural network
controller was trained, mapping a human-operated joystick command to capture robot
images. Using a back-propagation gradient descent training algorithm, a controller has
been developed to successfully navigate the robot to its goal. The research effort to be
presented in this paper represents preliminary work on the development of a KANSEI
robot testbed; in particular, a simple neural network controller in combination with
human reaction monitoring and post processing is developed. Currently, computer vision
and a joystick are used but additional sensor platforms can be developed to capture
human reaction in interacting with the robot for a collaborate activity. The validity of the
approach is tested experimentally on a mobile robot with vision capability. Results show
that the using human reaction to capture robot images provides a feasible architecture
for designing mobile robot controllers. Future research involves characterization of
the newly designed controller to the rule base controllers and evolutionary algorithm
controllers previously designed as well as the development of additional sensors for
both human and robot in order to capture how the mental functions of humans operate
in a goal-oriented scenarios which can then be transferred to mobile robots leading to
enhanced human-robot interaction. For example, one approach that may be employed to
generate the emotion processing agent is the use of a KASER which has shown promise
as a heuristics-based architecture, using randomization and symmetry for learning. This
architecture also allows the building of a knowledgebase (knowledge processing agent)
as more experience (robot runs) are performed. These tools can be integrated into the
testbed to improve the transference of intelligence between human and robot.

Keywords: robot testbed, neural network control

Day 1 | Session 2 | Room B | Presentation 3 87

Affective computing, robots - Chairperson: Gordon LEE

(519) Comparison of learning willingness by using English

conversation CD teaching materials and English conversation
robot
ICHIRYU Ai, Kogakuin University Graduate School, Japan
SHIIZUKA Hisao, Kogakuin University, Japan
In this paper, we propose a new method of communication robot as teaching materials
of English conversation. We inspect and compare English conversation robot with English
conversation CD teaching materials in that respect continual of learning willingness.

Keywords: Robot, English conversation, Learning willingness

88 Day 1 | Session 2 | Room B | Presentation 4

 Affective computing, robots - Chairperson: Gordon LEE

(315) Eye Movement & Facial Expression in Human-Robot

Communication
FORD Christopher Colin, University of Plymouth, United Kingdom
BUGMANN Guido, University of Plymouth, United Kingdom
CULVERHOUSE Phillip F, University of Plymouth, United Kingdom
As the interest in social robotics grows, we examine human-human communication to
develop more comfortable and effective models of human-robot communication. Person
to person communication incorporates both verbal and non-verbal communication
channels to add expression and detail to communicative interactions. This work focuses
on non-verbal facial expression, and head and eye movements. Recording of directed
conversations between the experimenter and participants was performed. The analysis
of the data reveals strong correlations between speech generation and facial non-verbal
behaviour. Specifically, we look at the correlations between blinking and communicative
behavior, as our results suggest that blinks have a communicative function to inform the
speaker of the listener’s mental communicative state. This has further led to the creation
of a blink generation model for later inclusion into an overall anthropomorphic model of
human facial behavioural characteristics within communication.

Keywords: Human-Robot Interaction, Social Robotics, Eye Movement, Communication

Modelling, Blink Modelling

Day 1 | Session 2 | Room B | Presentation 5 89

Kansei evaluation - Chairperson: Michiko OHKURA

(218) Kansei Evaluation on Museum Website Designs

HSIEH Meng-Hsueh, National Cheng Kung University, Taiwan
CHEN Kuo-Hsiang, National Cheng Kung University, Taiwan
SHIEH Meng-Dar, National Cheng Kung University, Taiwan
Most of the studies on marketing National Palace Museum focused on the aspect of
brand development and marketing strategies. There is relatively little research regarding
the Kansei appealing of the Museum’s website, not to mention any comparison with
other world-class museums has been carried out. According to the report of The Times,
National Palace Museum ‘houses the best collection of traditional Chinese artifacts
anywhere in the world.’ However, as a world-class museum, its website should be a very
important platform that greets the international visitors. Therefore, the purpose of this
paper is to analyze the design of world-class museum homepages and National Palace
Museum homepage with Kansei Engineering approach in order to gain understanding to
what kind of overall feelings does the websites present to its viewers. Five cases including
Louvre, The Metropolitan Museum of Art, The British Museum, The State Hermitage
Museum, and National Palace Museum were studied. The findings of this study aims
to benefit the design of museum homepages and contribute to the Internet promotion
of museums. Museums can design websites eliciting certain feelings. As a result, more
visitors and users could be attracted to visit the website or even the museum.

Keywords: Kansei Engineering, Website Design, Museum, Emotion, Promotion

90 Day 1 | Session 2 | Room C | Presentation 1

 Kansei evaluation - Chairperson: Michiko OHKURA

(170) Kansei Evaluation on the Visual and Hearing Image of

Interface Design
HUANG Kuo-Liang, National Cheng-Kung University, Taiwan
CHEN Kuo-Hsiang, National Cheng-Kung University, Taiwan
CHANG Jen-Yang, National Cheng-Kung University, Taiwan
Most of the studies on marketing National Palace Museum focused on the aspect of
brand development and marketing strategies. There is relatively little research regarding
the Kansei appealing of the Museum’s website, not to mention any comparison with
other world-class museums has been carried out. According to the report of The Times,
National Palace Museum ‘houses the best collection of traditional Chinese artifacts
anywhere in the world.’ However, as a world-class museum, its website should be a very
important platform that greets the international visitors. Therefore, the purpose of this
paper is to analyze the design of world-class museum homepages and National Palace
Museum homepage with Kansei Engineering approach in order to gain understanding to
what kind of overall feelings does the websites present to its viewers. Five cases including
Louvre, The Metropolitan Museum of Art, The British Museum, The State Hermitage
Museum, and National Palace Museum were studied. The findings of this study aims
to benefit the design of museum homepages and contribute to the Internet promotion
of museums. Museums can design websites eliciting certain feelings. As a result, more
visitors and users could be attracted to visit the website or even the museum.

Keywords: Kansei Engineering, Website Design, Museum, Emotion, Promotion

Day 1 | Session 2 | Room C | Presentation 2 91

Kansei evaluation - Chairperson: Michiko OHKURA

(133) Study on Conflict of Evaluation Values and Interest of

Respondent in Questionnaire data
WATANABE Yosuke, Nagoya University, Japan
YOSHIKAWA Tomohiro, Nagoya University, Japan
FURUHASHI Takeshi, Nagoya University, Japan
Companies often employ questionnaire(s) in order to design marketing strategies or to
grasp the trends. For example, when companies plan a new project, they often survey
the impression for it by a questionnaire. And then the analysis of the questionnaire gives
them the marking strategy with the prediction of marketing scale or the target group to
sell or the hint of modification of the product. The rating scale method is widely used
in questionnaires designed to obtain impressions about such evaluation subjects as
products, services and brands. This method requires multiple evaluation subjects and
multiple questions, and respondents answer to each question by grading their impressions
about the evaluation subjects from multiple grade scales while looking at each of the
subjects. In the way we can quantify people’s impressions about evaluation subjects in
the form of graded data. Questionnaire data used to be carried out by face-to-face survey
or mail-in survey. Recently, Web questionnaire survey becomes popular with the spread
of the Internet in order for companies to reduce cost and to get a lot of questionnaire
data. However, in the Web questionnaire survey, some respondents do not respond the
questions seriously, for example, responding randomly without looking questions or
responding to all questions with same evaluation value, because it is not done face-to-
face and is done basically to get giveaway or points. If those responses are included to
questionnaire data, there is a possibility that the analysis result of the data is not accurate
and shows different characteristics or trends. This paper proposes a quantification of
the conflict of response and the interest of respondent based on the evaluation value.
Conflict of response is based on contradiction between pair(s) of questions with counter
meaning. In a rating scale method, the contradiction of evaluation value is defined as
quasi-coefficient of correlation between counter questions that employs the median
value of grade scales instead of the average value. Interest of respondent is derived from
the average of variances of evaluation values for each object. In a rating scale method,
the questions usually consist of both positive meaning and negative one, then it can be
assumed that the variance of evaluation value becomes large when a respondent has
interest for the evaluation subjects and deeply thinks about them. This paper also show
an interactive clustering method based on the visualization result, which a user clusters
the respondents interactively with trial and error. It is expected that appropriate analysis
can be done by the proposed method. This paper applies the proposed method to actual
questionnaire data on a new outdoor product. It compares the analysis result between
the proposed method and the conventional method, without considering the conflict of
response and the interest of respondent. It shows that we can find important groups of
respondents for the marketing strategy by the proposed method, which are difficult to
find by the conventional one, and effective analysis can be done.

Keywords: Analysis of Questionnaire Data, Visualization, Interactive Grouping, Fuzzy

Theory, Multi Dimensional Scaling

92 Day 1 | Session 2 | Room C | Presentation 3

 Kansei evaluation - Chairperson: Michiko OHKURA

(405) Perceiving the faces of Buddha statues

On the relation with viewpoint and affective evaluation
ARIGA Atsunori, University of Illinois, United States
KITAMURA-SUZUKI Miho, University of Tokyo, Japan
WATANABE Katsumi, University of Tokyo/Japan Science And
Technology Agency/National Institute of Advanced Industrial Science
And Technology, Japan
YOSHIKAWA Sakiko, Kyoto University, Japan
Although the ambiguity or ambivalence in facial expressions of statues of Buddha has
been often mentioned (e.g., as in ‘archaic smile’) and attracted people, little empirical
study has been done on the perception of faces of Buddha statues. This is partly because
the faces (and facial expressions) of most existing Buddha statues’ faces varies greatly.
We have approached this issue from various perspectives by using a number of statues
of Buddha at the Sanju-san-gen-do temple (Kyoto, Japan), which have notably high inter-
statue uniformity. In the present study, we employed questionnaires to examine how
people perceive the statues’ faces and to demonstrate people’ general and their specific
trends in perceiving the statues. The stimuli consisted of facial images of 48 statues of
Buddha with two shooting angles (front, 0° and lower, 14°); a total of 96 images. One
group of participants (N = 94) evaluated gender, age, facial expression (selected from
‘sad’, ‘happy’, ‘angry’, ‘fear’, ‘disgust’, and ‘surprise’), and gaze direction (1 = avert gaze, 5
= straight gaze at observer) for each image. The other group of participants (N = 111) rated
how much they liked (or disliked) each statue (1 = dislike, 5 = like). The general trends in
the results showed that the estimated age of the statues was 40.42 years in average (SD
= 9.03) and that the images were evaluated more often as male (74.40 %). The frequency
in selecting each facial expression were; ‘sad’ (31.96 %), ‘disgust’ (23.27 %), ‘angry’ (20.07
%), ‘happy’ (11.00 %), ‘surprise’ (8.96 %), ‘fear’ (4.73 %). The evaluated gaze direction was
3.00 on average (SD = 1.26) in the 5-point Likert scale. Interestingly, the shooting angle
influenced the participants’ evaluation despite the fact that the images were taken from
the identical statues. The low-angle images were evaluated as older than the front images
(p < .0001). For the low-angle images, the frequency in selecting ‘sad’ was lower and the
frequencies of ‘disgust’, ‘angry’, ‘happy’, and ‘surprise’ were instead higher as compared
to the front images (ps < .05). When we analyzed the individual statue based on the
participants’ affective evaluation, we found negative correlations with the estimated age
(r = -.51, p < .001) and with the evaluated gaze direction (r = -.40, p < .01); in other
words, if the participants liked a certain image, it was tended to be evaluated as younger
and not looking at them, or vice versa. For the facial expressions, there were positive
correlations of the affective evaluation with the selection of ‘sad’ and ‘happy’ (rs > .31,
ps < .05) and a negative correlation with ‘disgust’ (r = -.55, p < .01). These results suggest
that people perceive the faces of statues of Buddha in a relatively consistent manner.
However, the viewpoint substantially affected the perception of the facial expression and
the perception is related to whether or not they like the statue.

Keywords: Facial expression, Gaze direction, Affective evaluation, Buddha statue

Day 1 | Session 2 | Room C | Presentation 4 93

Kansei evaluation - Chairperson: Michiko OHKURA

(600) Kansei Evaluation on Bamboo Curtain Design

CHANG Meng-Chu, National Cheng-Kung University, Taiwan
CHEN Kuohsiang, National Cheng-Kung University, Taiwan
SHIEH Meng-Dar, National Cheng-Kung University, Taiwan
This study employed Kansei Engineering approach to help the bamboo curtain designers
understand consumer’s feelings and preferences about the product. The goal was
to effectively master and apply all elements to the new designs that conform to the
demand of the target market, and hopefully to revive the bamboo curtain industry that
has gradually declined and yet still has great potential. In order to meet the customers’
needs and their psychological desire correctly, the preliminary design of various bamboo
curtains were tested by using Kansei Engineering approach to choose the elements of
the traditional bamboo door curtain design. It will thus be used to redesign a new door
curtain with the rearrangement of each element. In the future, we can systematically
categorize these new designs and choose appropriate samples for surveys and analyses
of the impression of the bamboo curtain using the kansei adjectives, not only to find
customers’ needs from the new designs but also to extend the life of this traditional
industry.

Keywords: Kansei Engineering, Bamboo Curtain, Creative Design, Local Industry,

Cultural Industry

94 Day 1 | Session 2 | Room C | Presentation 5

 Interaction - Chairperson: Kees OVERBEEKE

(300) Image Cognition Study Pertinent to Physical Interactive

Design of Public Art
TSAO Yung-Chin, Tatung University, Taiwan
YANG Shang-Feng, Tatung University, Taiwan
Under private and government efforts and promotion, public art in Taiwan has made
noticeable progress. Influence from diversified thinking and performance in modern art,
as well as availability of compound mediums and digital technology have made people
discovered the versatile appearances of interactive design for the five senses. Based on
visual interactions, public art has been extended to involve interactions through physical
contact, voice, the venue, behavior and advanced sensor devices. Subsequently, the
expression of public art has become richer and interactions between people, the artwork
and the venue are increased. This study refers to data from Public Art in Taiwan , published
by the Council for Cultural Affairs of the Executive Yuan, and uses the corresponding
representative public artworks in Taipei City as survey samples. The questionnaire
approach and interviews are adopted to present matching questions to the surveyed. The
semantic differential approach (SD) is conducted on 36 people to investigate their image
cognition. In the end, the data collected are examined and tested with the quantifying
software SPSS to analyze viewers’ image cognition and aesthetic factors for public art.
Hopefully, the results of this study can serve as references for researchers of public art
creation and design and academic studies in the future.

Keywords: physical interactions, public art, artistic street furniture, image cognition

Day 1 | Session 2 | Room D | Presentation 1 95

Interaction - Chairperson: Kees OVERBEEKE

(528) The Influence of Operation Impresseon and Information

Seeking on Web Layout
OTSUKA Ryuhei, Kogakuin University Graduate School, Japan
HISAO Siizuka, Kogakuin University, Japan
This paper discusses how a website’s layout may affect a user’s operation impression,
and the length of time it takes a user to seek out information on a site. In recent years,
different layouts have been used in an attempt to differentiate themselves from other
websites. This phenomenon is making initial navigation of websites difficult for the first
time visitors to these sites. Therefore, we hypothesized that the root cause of the above-
mentioned issue lies in the difference between the user friendly layouts actually in use
versus layouts that users think are easy to navigate. More specifically, multiple layouts
were presented to the participants, and the operation impression and the time it took
users to seek out information were measured for each layout. Using the obtained data,
relationships between the searching characteristics of the users and the layout suitable
for those characteristics were sought in order to contribute to navigation-friendly layout
designs.

Keywords: Web design, Web navigation, Layout, Usability

96 Day 1 | Session 2 | Room D | Presentation 2

 Interaction - Chairperson: Kees OVERBEEKE

(253) Interactive Architecture

Extending the Kansei Engineering Approach to Real-Time
Interactive Spatial Systems
SCHUELER Nora Louisa, Delft University of Technology, Netherlands
This paper will elaborate upon the term Complexity in Architecture and present
interactive design strategies as a possible approach to comply with current architectural
demands. User emotions being one of these demands will be discussed in connection
with the need for performance driven adaptability of current architectural constructs
and will be exemplified by presenting test cases in the form of student projects where
evoking specific emotions is the main focus of the design. The design assignment of a SPA
(Hyperbody interpretation: Sensory Performing Architecture) starting from reinterpreting
the classic idea of a SPA and incorporating the interactivity into the building’s behavior
shall thus be presented as an applied research project. Subsequently the relation of
emotions and interactive architecture will be discussed and the Kansei method will
function as a possible linkage to enhance the emotive performance of interactive
architecture. Ongoing research projects will give an indication of further research
questions and possible interconnections of emotion design and complex interactive
architectural systems.

Keywords: interactive architecture, emotive adaptive systems, real-time behavior

Day 1 | Session 2 | Room D | Presentation 3 97

Interaction - Chairperson: Kees OVERBEEKE

(399) Aesthetics based on Synesthetic Kansei

Searching for the Mechanism of Embodiment as the
Foundation of Designing
OHTSUBO Makito, Nagoya City University, Japan
IGARASHI Hiroya, University of Tsukuba, Japan
MISAKI Daichi, University of Tsukuba, Japan
In ‘design world”, there are two kinds of people. They are designers and users. From
when designing began, they were communicating each other, some how. As an example,
they communicate by sharing ‘cognition of beauty”. But we don’t know exactly how does
it possible. In this paper, we tried to find the foundation of communication between
designers and users through simple experiments regarding ‘cognition of beauty”. In those
experiments, we let the subjects divide a line at their will. And as a result, we find some
tendencies even in that simple action, which we regard as a very primitive act of design.
We are going to call embodied abilities behind act of design ‘Synesthetic KANSEI”.

Keywords: Synesthetic KANSEI, Embodiment, cognition of beauty, rules of beauty.

98 Day 1 | Session 2 | Room D | Presentation 4

 Interaction - Chairperson: Kees OVERBEEKE

(149) The Status of Families Communication Needs in Taiwan

and Discussion Over Future Interaction Design
YANG Ching, National Yunlin University of Science And Technology,
Taiwan
HSIEH Hsiu-hui, National Yunlin University of Science And Technology,
Taiwan
This study mainly discusses the status of the daily family life in different periods and
the interactive communication design in Taiwan. Firstly, from six cases based on three
stages including the stage, child-growing stage and mature stage, the research conducts
a lifestyle interview and on-the-scene investigation via field survey and environmental
observation. Preliminary findings suggested that at different stages, many factors would
influence family lifestyle and interactive communication, such as children’s age, whether
they are full-time mothers or not, the parents’ type of work and whether they are
living separately or not. Parents in Taiwan focus on looking after little children during
the nursery stage and the growing stage, whereas during the mature stage, they use
more spreading messages when children become more independent. And based on
the lifestyle and the interactive communication need of the above cases and through
a scenario-oriented approach. The research proposes four notions of situation design
listed as follows: refrigerator acting as an inter-medium; family members being in
different areas; members at home providing assistance to the members outside; and
children being in emergencies outside. Therefore, we have concluded that a design of
interactive communication should include memos, messages, notes, sound identification,
security, electric appliance control, also Kansei Engineering, Ubiquitous High-Tech, and
related internet knowledge and skills to reach the best of interactive communication. The
result of this research can provide references to the research of the design of interactive
communication and the interactive products and would carry on the study.

Keywords: Family life in taiwan, Communication needs, Interaction design, Scenario

design

Day 1 | Session 2 | Room D | Presentation 5 99

Affective computing, ontologies and text - Chairperson: Marie-Jeanne LESOT

(418) Empirical Analysis of How Visual Properties of Texts

Affect Manual Legibility
FUKAYA YONEZAWA Takugo, ATR Media Information Science
Laboratories, Nara Institute of Science And Technology, Japan
ONO Susumu, FUJI PRINTING Co.,Ltd., Japan
MINAKUCHI Minoru, FUJI PRINTING Co.,Ltd., Japan
SUMINO Gaku, FUJI PRINTING Co.,Ltd., Japan
YOSHIDA Koji, FUJI PRINTING Co.,Ltd., Japan
HAYASHI Masako, FUJI PRINTING Co.,Ltd., Japan
ANDO Hiroshi, ATR Media Information Science Laboratories, National
Institute of Information And Communications Technology, Japan
Do you thoroughly read instruction manuals when you use newly-purchased home
electronics, such as mobile phones, video recorders, digital cameras and so on? As the
functions of such electronics become more and more diverse, their instruction manuals
get more complicated and increase in volume. Therefore, the users tend not to read the
instruction manuals carefully. In addition, to reduce the cost of printing, manual makers
tend to pack all instructions in limited number of pages using small fonts and with less
spacing, which makes the legibility of manuals even worse. The purpose of this research is
to empirically clarify how visual properties of texts influence their legibility and to provide
a quantitative guideline for designing user-friendly manuals. We manipulated four visual
properties of Japanese text using Universal Design Fonts, i.e. the size of characters, the
aspect ratio (height-to-width ratio) of each character, the space between lines, and the
space between characters, and experimentally evaluated how these properties affect
the legibility of texts. In the first experiment, we employed a conjoint method where
the subjects rearranged text-written cards with different visual properties in the order
of legibility. The results suggest that the character size and the character aspect ratio are
the visual properties that strongly affect the text legibility. In particular, the evaluated
legibility score became low when the aspect ratio (width/height) was less than 0.7 and
the character size was less than 8 point. Interestingly, it was found that the subjects prefer
large characters with vertically longer aspect ratio rather than small characters with the
same height-to-width ratio even if the text consists of the same number of characters
per fixed area. To investigate how the visual properties of text affect the legibility in more
detail, we conducted further experiments where we used a rating method with a rating
scale of 20 steps. The results show that the legibility is good if the space between lines
relative to the character size is around 0.7, but it worsens rapidly if the space between
lines becomes less than 0.4. The aspect ratio also greatly affects the legibility, i.e., most
texts are illegible if the aspect ratio is less than 0.55. In conclusion, the results of the
experiments suggest that if there is no restriction on spatial cost, it is recommended to
use large character size (at least 10 point) with the relative line-spacing 0.7 and the aspect
ratio 1.0. However, in the case when the overall space should be restricted, it is desired to
use at least the character size of 7.5 point with the relative line-spacing 0.3 and the aspect
ratio 0.7, in order not to impose a severe visual burden on the users.

Keywords: character size, interline spacing, letter spacing, character aspect ratio,
conjoint method

100 Day 1 | Session 2 | Room E | Presentation 1

 Affective computing, ontologies and text - Chairperson: Marie-Jeanne LESOT

(510) Content-oriented Approach to Knowledge Description of

Aesthetic Experience
MURAMATSU Keiichi, Graduate School of Human Sciences, Waseda
University, Japan
TOGAWA Tatsuo, Advanced Research Center For Human Sciences,
Waseda University, Japan
KOJIMA Kazuaki, Faculty of Human Sciences, Waseda University, Japan
MATSUI Tatsunori, Faculty of Human Sciences, Waseda University,
Japan
Aesthetic experience is regarded as a process that comprises a sequence of mental
activities. We suggest a content-oriented description method for the modeling of
aesthetic experience in order to illustrate what people appreciate and how. In this
article, we focus on mental processes in which human beings appreciate artworks. Our
description method illustrates the flows and contents of consciousness in aesthetic
appreciation. The flows of consciousness are represented in a flowchart and contents
of consciousness in a task flow. Our trial to build the description of appreciation
revealed that mental processes in aesthetic experience are categorized into two types
by direction of focus. When a human being focuses on an artwork, s/he gains a mental
representation corresponding to physical irritations. When s/he focuses on him/herself,
s/he experiences an emotion corresponding to mental representation. Moreover, we
discuss the requirements in kansei externalization ontology, which provides systematic
knowledge of kansei externalization, and the method of construction.

Keywords: aesthetic experience, content of consciousness, content-oriented, ontology,

knowledge description

Day 1 | Session 2 | Room E | Presentation 2 101

Affective computing, ontologies and text - Chairperson: Marie-Jeanne LESOT

(388) A Semantic Approach to Text-based Image Retrieval

Using a Lexical Ontology
SYED ABDULLAH Fadzli, Cardiff University, United Kingdom
ROSSITZA Setchi, Cardiff University, United Kingdom
This research proposed a novel semantic approach to text-based image retrieval based
on a lexical ontology called OntoRo. The approach aims to narrow down the semantic
gap between visual content and the richness of human semantics by using keywords-
based semantic image indexing. The approach proposed involves: (a) semantic image
indexing; (b) semantic search; and (c) semantic image visualization. This paper focuses
on the semantic image indexing method and implements semantic search method as the
evaluation process. A new concept of Semantic DNA is introduced as an indexing method
which will help to retrieve semantic results. The Semantic DNA is extracted from the
existing ontological structure of OntoRo. It is the key element in this approach which will
be used throughout the whole research.

Keywords: Image Retrieval, Image indexing, semantic, lexical ontology

102 Day 1 | Session 2 | Room E | Presentation 3

 Affective computing, ontologies and text - Chairperson: Marie-Jeanne LESOT

(252) Analysis of texts’ emotional content in a

multidimensional space
DZOGANG Fabon, LIP6, France
LESOT Marie-Jeanne, LIP6 - UPMC, France
RIFQI Maria, LIP6, France
BOUCHON-MEUNIER Bernadette, LIP6 - CNRS, France
In this paper we focus on the task of detecting emotion in texts. Among the most employed
approaches, categorical ones are mainly used for their simplicity and intuitiveness while
dimensional ones, although less common, may provide more objective and accurate
results. In current works, both methods often result in tagging texts with emotion labels
(resulting from a segmentation of the emotional space into regions for the dimensional
case). In this paper, we propose to consider another point of view: we analyse texts as
point sets in an emotional multidimensional space. To that aim, we exploit a norm built
up of 3000 French terms established on the basis of a psychological experience, mapping
terms in a 3 dimensional space constituted of valence, activation and emotionality. Our
experiments on lyrics and film dialogues show promising results despite the lack of any
linguistic pre-processing. We hope this approach will lead to new ways of identifying and
discriminating emotional content from texts.

Keywords: emotion mining, text analysis, affect curves, computational intelligence

Day 1 | Session 2 | Room E | Presentation 4 103

Affective computing, ontologies and text - Chairperson: Marie-Jeanne LESOT

(215) A Data Mining Framework for CITARASA-Based System

MAVRIDOU Efthimia, Aristotle University of Thessaloniki, Greece
TZOVARAS Dimitrios, Informatics And Telematics Institute, Greece
BEKIARIS Evangelos, Hellenic Institute of Transport, Greece
GEMOU Maria, Hellenic Institute of Transport, Greece
HASSAPIS George, Aristotle University of Thessaloniki, Greece
This paper introduces the data mining techniques and results that have been produced
utilizing a series of customer interviews in the automotive industry following the concept
of citarasa, an innovative methodology that means emotional intent in Malay. The aim
of the surveys were to identify affective needs of car and truck customers and figure
out how these are interpreted in design elements of vehicles. Data mining methods
were deployed for the discovery of the mapping mechanism between customers’
affective needs and design parameters that characterize the design elements of vehicles.
The generated mechanism was then used for the provision of personalized vehicle
recommendations to customers.

Keywords: Citarasa, Affective needs, Data mining, Associative Classification

104 Day 1 | Session 2 | Room E | Presentation 5

 Kansei for universal design - Chairperson: Kenji SUZUKI

(71) Kansei search for elderly care home design guidelines

KALVIAINEN Mirja, The North Karelia University of Applied Sciences,
Finland
RISSANEN Sari, University of Eastern Finland, Finland
HUJALA Anneli, University of Eastern Finland, Finland
KOMU Hannele, University of Eastern Finland, Finland
Design guidelines for elderly care homes promote concrete space elements and
seldom describe how functional solutions create a holistic atmosphere even if the care
home management tradition expresses emotional-cultural values such as coziness,
friendliness and home likeness. Guidelines concentrate on denotative qualities fulfilling
physical needs,? not on the positive atmosphere and connotative meanings referring to
psychological experiences with value judgments and feelings. Care home design needs
to bridge the gap between the denotative guidelines and their possible connotations for
the diverse users such as staff members with the quality of care paradigm and especially
residents with homely living desires. This paper describes a preliminary study in Finland
in 2009 using images from existing care homes. Focus group discussions about the space
images were carried out with elderly respondents, care home staff members and interior
design students. Emotional responses seem to arise through analyzing specific elements
and their nature providing physical, mental and social affordances and identification.
Constellations of separate elements create an atmosphere of a certain category
experience such as home, hotel, hospital, school, etc. and feel described by Kansei words.
Holistic concept models could be set up as design guidelines for connotative, positive
atmosphere constellations. This preliminary study suggests the possibility of positive care
home concepts through studies of pleasurable and familiar social-cultural and emotional
experience constellations and their application for the care home design solutions and
service process.

Keywords: Elderly, Care homes, Connotation, Atmosphere, Interior design concepts

Day 1 | Session 2 | Room F | Presentation 1 105

Kansei for universal design - Chairperson: Kenji SUZUKI

(414) Human Perception of Hand Pain for Activities Common

in Daily Life
SERI KamatRahayu, Sheffield Hallam University, United Kingdom
YOXALL Alaster, Sheffield Hallam University, United Kingdom
CARRE Matt, Sheffield University, United Kingdom
JENIFFER Rowson, Sheffield University, United Kingdom
The hand is one of the essential parts of the body for carrying out Activities of Daily
Living (ADLs). Individuals use their hands and fingers in everyday activities either in the
workplace or at home. Hand-intensive tasks require diverse and sometimes extreme
levels of exertion, depending on the action, movement or manipulation involved. Good
design product especially using hand and finger should consider factors such as simplicity
ease to learn, efficiency and pleasure of use and should be suitable for general application
for all user categories including those with disabilities. Hence, improved understanding of
hand pain is important for the study of ADLs and particular attention should be drawn to
the type, cause, frequency and degree of pain. Our primary objective was to determine
the level and frequency of pain in the hands and fingers during common ADLs and the
associated hand actions. The actions investigated were gripping, pinching, twisting,
manipulating of digits and lifting. A survey totaling 626 participants was collected using
an online survey, with respondents ranging between 22 to 58 years old. 616 subjects
fully completed the survey with a response rate of 98.9% with 209 (34%) male and 407
(66%) female. The result shows that gripping produced the highest frequency of pain,
but twisting produced the highest degree of pain, followed by pinching. Gripping and
lifting actions showed the same degree of average pain rating. Serious pain feeling is ache
recording higher percentage (28% - 35%), while tender, sharp, cramp, tingling are within
the same range for every action. These results and proposes further work is to improve
the design, environment and method to manipulate object.

Keywords: ADLs (Activities Daily Living), Pain Feeling, Pain Rating and Gripping

106 Day 1 | Session 1 | Room F | Presentation 2

 Kansei for universal design - Chairperson: Kenji SUZUKI

(155) The Quantitative Evaluation of the Visual comfort and

Discomfort Induced by Stripe and Grid Patterns
A Comparison between Migraine Patients and Normal Controls
IMAIZUMI Shu, Chiba University, Chiba, Japan
KOYAMA Shinichi, Chiba University, Chiba, Japan
HIBINO Haruo, Chiba University, Chiba, Japan
Migraine, a chronic headache disorder, is known to induce certain characteristic
symptoms and perceptions in patients. Previous studies have reported that geometrical
patterns cause visual discomfort and pattern glare; such effects are especially strong in
migraine patients. On the other hand, when artists and designers use similar geometrical
patterns in their works, the patterns induce good feelings. However, the comfort and
discomfort caused by geometrical patterns have not been analyzed quantitatively and
systematically. In the present study, we measured the comfort and discomfort induced
by stripe and grid patterns in migraine patients and headache-free controls. We used two
pattern components (square waves and sine waves) to examine the effect of contours
on the patients. In the experiment, participants subjectively evaluated discomfort,
brightness, fatigue, flicker, motion, and beauty. The results showed that all the
evaluation values, except for the one for beauty, increased in both groups as the grid size
decreased; moreover, the value for brightness given by the migraine patients increased
by a substantial amount. Interestingly, the square waves composed of the smallest grids
induced both beauty and discomfort in both participant groups. The results imply that
although geometrical patterns may look beautiful, they can at the same time induce
discomfort particularly in migraine patients.

Keywords: Vision, Migraine, Geometrical Pattern, Comfort, Discomfort

Day 1 | Session 1 | Room F | Presentation 3 107

Kansei for universal design - Chairperson: Kenji SUZUKI

(46) The Design study of Multiple Toys for Parent-Autism

Children Interaction based on Sensory Integration
LEE Ya-Hsueh, Student, Taiwan
MA Min-Yuan,, Taiwan
SU Hsing-Fen, Student, Taiwan
Toy is an important media in child development, and it is also essential for the child
with autism who has difficulties in interaction behaviors. It is very helpful that keep
good interactions between parents and child with autism in a family for the autistic
child’s development and emotions. This research is based on the sensory integration.
By orderly providing the toys corresponding to the stimulation the proprioception,
the tactile, the vision, the auditory and the olfaction, we’ve obtained the relationship
between the sensual input from different physical characters and the interaction within
the family with autistic child. This research is divided into two parts which are the scheme
of the experiments and the process of the experiments respectively. (1) The scheme of
the experiments contains designing the experimental activities according to previous
literature, recording the experimental data of “family interaction?and evaluating the
results of the questionnaires of “the scale of the parents?mental feeling? The purpose
of the “family interaction?is to record the degree of autistic child’s concentration,
and with respect to “parents?mental feeling? we evaluate the degree of voluntary
participation during the autistic child playing with the designed toy. (2) The process
of the experiment is mainly executed by orderly adding five stimulations within five
consecutive experiments. The results of these experiments have turned out that (1) with
respect to “family interaction? the degree of concentration reached the highest when
the proprioception stimulation was added, and descended to the lowest when the visual
stimulation was added. However, the subject’s concentration gradually ascended again
when the olfaction stimulation was added. (2) With respect to “parents?mental feeling?
the degree of voluntary participation reached the highest when the tactile stimulation
was added, but it descended to the lowest when the visual and the auditory stimulation
were added. (3) With respect to the relationship between the “family interaction?and the
“parents?mental feeling? when the proprioception stimulation was added, the degree of
concentration was obviously higher than other variables; when the visual stimulation was
added, the degree of both conditions, which are “family interaction?and “parents?mental
feeling?respectively, descended, but later ascended when stimulation of the olfaction
was added. This implies that we could take the sense of the olfaction as an element when
designing a concentration reinforcing product.

Keywords: autism, sensory integration, toy design, interaction

108 Day 1 | Session 1 | Room F | Presentation 4

 Kansei for universal design - Chairperson: Kenji SUZUKI

(527) Evaluation of Feelings Invoked by the Rhythm Patterns of

Percussive Color
KUROTAKI Yuta, Kogakuin University, Japan
SHIIZUKA Hisao, Kogakuin University, Japan
This paper discusses our listening evaluations of the affective values of different rhythm
patterns produced by two types of MIDI sound. The results confirmed that affective
values changed with changes in rhythm patterns. The applicability of this study to music
therapy is also examined.

Keywords: Rhythm pattern, Affect, Music therapy

Day 1 | Session 1 | Room F | Presentation 5 109

Fashion design - Chairperson: Suthep BUTDEE

(90) Influence of Textile Parameters and Ageing on Consumer

Behaviour
AGARWAL Gaurav, Ecole Nationale Supérieure des Arts et Industries
Textiles, France
KOEHL Ludovic, Ecole Nationale Supérieure des Arts et Industries
Textiles, France
PERWULZ Anne, Ecole Nationale Supérieure des Arts et Industries
Textiles, France
Textiles producers and designers need to decide on fabric parameters which can fulfil
the consumer expectations. The textile consumer always has specific preferences. These
preferences apply to the textile properties at the time of purchasing the textiles and also
to the perception of how long lasting these properties will be. The gap between consumer
behaviour and manufacturer thinking towards the textiles need to be bridged. We tried
to study the influence of knitted textile material parameters on the sensory feeling of
textiles. We have chosen the key textile parameters relevant to knitting i.e. Fibre type
(Cellulosic or synthetic), Fibre fineness (Regular or micro fibre), Yarn Construction (Ring,
Open end), Knitting Structure (Jersey, Rib or Interlock) in order to study their effect on the
sensory feeling of textiles.Sensory Evaluation is performed by a panel of trained subjects
(panellists) using a standard evaluation procedure. This allows the generation of a list
of exhaustive sensory attributes describing fabric hand and appearance, and then the
determination of relative or absolute scores for fabric samples for each sensory attribute.
We also examined the change in handle of fabric with life cycle of the fabric. The change
in handle of the fabric after washing is unavoidable because of strong mechanical action
during washing. Principal component analysis (statistical data analysis which includes
appropriate criteria) was then performed in order to make a better interpretation of the
sensory data by plotting the fabric map and sensory attribute map. This work can be used
as a tool for textile manufacturers to design the input parameters for knitted textiles:
taking account of consumer behaviour for particular fabrics may allow the generation of
better emotional response during the life cycle of apparel.

Keywords: Sensory Evaluation, Textiles, Ageing, Principal Component Analysis

110 Day 2 | Session 3 | Amphitéâtre | Presentation 1

 Fashion design - Chairperson: Suthep BUTDEE

(114) Consumer Behaviour towards Sustainability within

Fashion
CROMMENTUIJN-MARSH Philippa, Open University, United Kingdom
ECKERT Claudia, Open University, United Kingdom
POTTER Stephen, Open University, United Kingdom
There has been a growing general awareness of environmental and ethical issues in the
last few years, and designers and retailers have recently been increasing production of
clothes of a more ethical and environmentally-friendly nature in response to concern
over these issues. Many discussions of consumer behaviour are assuming consistent and
rational behaviour amongst individual consumers or specific groups and a reasonable
assumption would be that consumers are demanding such clothes as a result of their
changing attitudes. This paper illustrates with a study of consumer attitudes towards
sustainability and ethical consumption in textiles, the inconsistency within a group, in an
individual and between peoples’ stated beliefs and their actual behaviour. In this study,
14 people were interviewed, over a 100 people responded to a questionnaire and the
responses were analysed. Clothes are an important part of consumers’ lives and are linked
with their own expression of individuality, their needs, desires and self-esteem. Generally
style was rated to be more important leading to people holding onto cherished pieces
of clothing for many years. For consumers, purchasing clothing can be a complicated
matter with many factors affecting purchasing decisions; the colour, design, price, fit, etc
leaving the issues of sustainability usually the least of their requirements. An important
consideration for many was how people are judged by their clothing choices. Despite the
relatively small sample, consumers in this study are inconsistent, with their purchasing
decisions not always reflecting their attitudes. The study revealed that despite a high
awareness of ecological issues most customers were very unaware of the environmental
impacts of the production of garments, the mass transportation involved and their own
individual use. The unresolved challenge that needs to be tackled involves seeking to
incorporate ecological issues into clothing whilst recognizing the emotional and symbolic
needs of consumers.

Keywords: Apparel, Behaviour Observation, Emotional Behaviour, Individual,

Subconscious

Day 2 | Session 3 | Amphitéâtre | Presentation 2 111

Fashion design - Chairperson: Suthep BUTDEE

(261) The Application of Numerical Definition-Based

Systematic Approach in Form of High-heel Shoes to Image
Perception
CHIU Tseng-Ping, National Cheng Kung University, Taiwan
CHUNG Hung-Yu, National Cheng Kung University, Taiwan
CHUANG Ching-Yuan, National Cheng Kung University, Taiwan
HUANG Tzu-Kang, National Cheng Kung University, Taiwan
CHANG Yu-Ming, National Cheng Kung University, Taiwan
High-heel shoes are product of human civilization. With the advancement of consumers’
requirements and aesthetic variation, high-heel shoes not only provide function-based
fitness but the emotional response in personal image perception, especially in different
gender perception. Further, Tom Ford talked ‘There is no sexy woman without high-
heels.’ Hence, there is a significant relationship between high-heels form and consumers’
perception. The study focus on high-heels form, according to Kansei engineering as a
foundation and employ qualitative and quantitative analyses to define the style of the
product. Therefore, different sensational image products of the design principal will
emerge. Firstly, we propose 30 high-heel shoes samples constructed by 2D computer
software; and then 4 representative sensuous words¡Xsweet, elegant, hot and fashionable
were identified through approaches of questionnaire analysis, expert interview, and the
KJ method. In addition to apply Numerical Definition-based Systematic Approach (NDSA)
and element factors to define high heels form. Finally, using quantitative theory type I
and multiple linear regression analysis to analyze high heels form between form elements
and image words to obtain the principle of design is used. The results from multiple linear
regression analysis indicated that ‘height’ is the most influence on participants’ image
perception. On the other hand, the relation between each element factors and form
image was also determined through analysis of quantitative theory type I. And through
the weighing level of different pairs of words, we found out that the major influence
factor for form image lies in the thickness of heel, secondly the rear heel, and then the
opening of shoes and the last is shoe tongue. This study combined with conclusion for
corresponding relations between sensuous perception and high heels form, in order to
establish a high-heel design method for designers to refer to.

Keywords: NDSA, image perception, Kansei Engineering, high heels, sensuous words

112 Day 2 | Session 3 | Amphitéâtre | Presentation 3

 Fashion design - Chairperson: Suthep BUTDEE

(159) Flight attendant uniform concept preference study using

kansei Ergonomics
SANTOS Michele, Faculdade De Arquitectura, UTL, Portugal
REBELO Francisco, Faculdade Motricidade Humana, UTL, Portugal
SANTOS Raquel, Faculdade Motricidade Humana, UTL, Portugal
TELES Julia, Faculdade Motricidade Humana, UTL, Portugal
Flight attendants are required to wear a uniform to work. The image then projected by
this uniform is highly important; as well as, the way it makes them feel while wearing
it. Unfortunately, the wearers’ perception, satisfaction and preferences towards their
uniforms are not always considered within the design process of creating these clothes.
Studies, in this field, have demonstrated that there are two main sources of dissatisfaction
of flight attendants own uniforms: fit and fabrics. The objective of this study is to evaluate
the flight attendants visual concept preferences in the design of new uniforms. We used
kansei ergonomics methodology to evaluate the perceptions of the potential uniform
users regarding six new flight attendant uniform concepts. 103 female flight attendants
from different airlines operating in Portugal answered a kansei questionnaire with 13
questions about each uniform concept. A factor analysis was applied to describe the
underlying structure of the 13 variables, for each uniform concept. The results suggest
that it should be considered between 2 or 3 factors for each concept. The factors with the
highest eigenvalues were related with issues about Image/Look, Movement functionality,
Identification and being Professional. The results relate the concepts with the suggested
factors, according with what designers’ envision or what the design projects demands;
the designers can then redraw new uniform proposals closer to the preferred user factors.
This paper demonstrates that kansei ergonomics can be a useful work methodology in
the development of flight attendant uniforms in a user centered design perspective.

Keywords: flight attendant uniform, kansei ergonomics, kansei engineering

Day 2 | Session 3 | Amphitéâtre | Presentation 4 113

Fashion design - Chairperson: Suthep BUTDEE

(314) Brand identity adjustable to redesign by using similarity

matching for lady fashion shoes
TANGCHAIDEE Kitisak, King Mongkut’s University of Technology North
Bangkok, Thailand
BOUCHARD Carole, Arts et Métiers ParisTech, France
AOUSSAT Ameziane, Arts et Métiers ParisTech, France
BUTDEE Suthep, King Mongkut’s University of Technology North
Bangkok, Thailand
Presently, fashion products in Asian are highly interested. A lady fashion shoes is one of
the biggest markets in Bangkok, Thailand. There are both local brands and import brands.
However, customers’ emotion is difference and variance depended on a place and its
environment. This paper proposes design methodology for (re)design new product in
response to the variety of customers’ perception. The design methodology has 2 steps.
The first step, aims to explore brand identity and product components with express their
identity. The second step, aims to (re)design new product in response to customers’
perception. The data collection is analyzed by PCA technique that is used to explore brand
identity. Similarity matching is used to retrieve previous shoe components from database
to (re)design new product. The design methodology will help designers adjusting the
product form, aesthetic, semantic and symbolic aspects of cognitive in response to
customers’ perception.

Keywords: brand identity, fashion lady shoes, customers’ perception, (re)design,

similarity matching

114 Day 2 | Session 3 | Amphitéâtre | Presentation 5

 Kansei theory - Chairperson: Pierre LéVY

(138) A Study of Product Preference and Mental-Distance

Based on Gender Schema
LI Yi He, National Cheng Kung University, Taiwan
MA Min Yuan, National Cheng Kung University, Taiwan
CHAN Fan Yi, National Cheng Kung University, Taiwan
In recent years, because of the influence of sweeping social, economic, and technical
changes, sex roles and sex stereotypes have changed dramatically. Relationship between
gender orientation of product and consumer’s gender is becoming indefinite. Product
with gendered form might not only attract gender-congruent groups. There might be
potential consumers with incongruent gender, but congruent gender schema to the
product. On the other hand, except the effect of product preference, the influence called
mental-distance that between consumer and product might affect consumer’s choice.
The relationship of mental-distance and product preference is also one of the researching
directions. This research uses Sex Role Scale to divide 170 subjects into 2(gender) ×
4(gender schema) =8 groups, and uses Stratified Random Sampling Method to select
68 subjects for joining the Preference and Mental-Distance Test for gendered-product.
Bivariance Correlation Analysis, T-Test, ANOVA Analysis, and LSD Multiple Comparisons
would be used to analyze the research data. Research result shows: (1) Reverse correlation
existed between product preference and mental-distance. In other words, product with
familiar image to self-image would make people intimate and raise preference for the
product easily. (2) Correlations between product preference and mental-distance are
different because of different sex roles. 3) Research builds the relationship between
gender and gendered-product, concluding the result into relationship charts. (4) Based
on gender schema theory, research revises the dilemmas of gender stereotype design,
provides designers a guideline for the gender orientation of product form.

Keywords: Product Preference, Gender Schema, Mental-Distance, Product Form

Day 2 | Session 3 | Room A | Presentation 1 115

Kansei theory - Chairperson: Pierre LéVY

(471) Computational models of empathy and emotional

entrainment: toward novel approaches to KANSEI Information
Processing
CAMURRI Antonio, University of Genova, Italy
VARNI Giovanna, University of Genova, Italy
VOLPE Gualtiero, University of Genova, Italy
The study of human intended and unintended interpersonal co-ordination is one of the
more interesting and challenging topics in the psychological and behavioral sciences,
and is receiving an increasing interest from the ICT research communities. The objective
here is to develop more natural and intelligent interfaces, with a focus on non-verbal
communication, embodiment, and enaction [1], and, from another perspective,
on KANSEI Information Processing [2], [3]. In natural sciences the co-ordination
phenomenon is better-known as entrainment. In this paper we present research
scenario to study and measure entrainment in small groups of people from the KANSEI
perspective. In our approach, participants in the experiment are modeled as components
of a complex system and entrainment is measured starting from the computation of an
index of phase synchronization. The computational model for real-time extraction of
such phase synchronization index from a group of people is also discussed. We adopted
a string quartet musical performance as test-bed. We designed an experiment in which
we recorded synchronized multimodal features (movement, audio, physiological signals)
aiming at measuring entrainment in different conditions. Preliminary results from this
research include a software library based on the EyesWeb XMI platform for real-time
extraction of non-verbal social signals.

Keywords: entrainment, synchronization, emotion, joint music activity, multimodal

interaction

116 Day 2 | Session 3 | Room A | Presentation 2

 Kansei theory - Chairperson: Pierre LéVY

(190) Design of Scents Suited with User’s Kansei using

Interactive Evolutionary Computation
FUKUMOTO Makoto, Fukuoka Institute of Technology, Japan
IMAI Jun-ichi, The University of Electro-Communications, Japan
This paper proposes an effective method to design scents suited with a user’s Kansei
using the interactive evolutionary computation (IEC). Effects of the scents are used
for various purposes, and ready-made scents are often used. It is expected that more
effective results can be achieved if we use the scents suited with the user’s Kansei. Recent
progress of technology enables us to create our favorite scents by blending several source
scents. With ‘Aromageur’, one of the such devices, a user can create scents by specifying
a favorite blending ratio. With these devices, however, the user is required to optimize
the blended ratio of the scents suited with their Kansei by try and error. The aim of this
paper is to propose the method to optimize the blended ratio without such a load. We
adopt IEC technique for the optimization. In the proposed method, instead of adjusting
the blended ratio by the user manually, the user just evaluates and scores the blended
scents. The blended ratio corresponding to each scent is regarded as an individual in the
IEC algorithm. The algorithm imitates the evolution of creatures, and individuals having
higher scores are tended to be selected and produce their offspring. It is expected that
IEC finds the blended ratio of scents best or better suited with the user’s Kansei after
several generations. In this paper, we developed the IEC system and investigated the
efficacy of the system through smelling experiment.

Keywords: Scent, Aromatherapy, Interactive Evolutionary Computation, Kansei

Day 2 | Session 3 | Room A | Presentation 3 117

Kansei theory - Chairperson: Pierre LéVY

(182) A Tentative Model for Kansei Processing

Projection Model of Kansei Experience
KUROSU Masaaki, The Open University Of Japan, Japan
Although there are various definitions for the term ‘Kansei’, it seems to be generally
accepted that Kansei is related to both of the cognitive process and the emotional
process. This paper proposes a tentative model for Kansei processing by combining
the cognitive process model and the emotional process model. Regarding the cognitive
process, there are many models that have been proposed since late 1950’s when the
information processing approach was introduced to psychology. Since then, there are
famous models proposed by Broadbent (1958), Atkinson and Shiffrin (1968), Haber and
Hershenson (1973), Baddeley (1974), Treisman (1980), Card, Moran and Newell (1983),
Norman (1990), Kieras, Meyer, Mueller and Seymour (1999), and May (2006). Major
and common features of these models include; (1) the human being is regarded as the
information processor, (2) there is the data flow and the control flow, (3) the model starts
from the sensory input and ends with the verbal/motor output, (4) the initial step is the
sensory system including the eye, the ear and other sensory input channel, (5) the next
step is the sensory information storage that is sometime called VIS (Visual Information
Storage) or AIS (Auditory Information Storage), (6) the next step is called the STM (Short
Term Memory) and is sometimes called as the WM (Working Memory) with the visual
information loop and auditory information loop that depicts the information from VIS
and AIS and also interact with the LTM (Long Term Memory) that stores the information
in the real like form of event (the episodic memory) and the abstract form (the semantic
memory), (7) there is a information control process that is similar to the CPU of the
computer and controls the data flow among VIS, AIS, STM and LTM, (8) finally the output
information is conveyed from STM to the output buffer, then to the output motor systems
including the mouse, the finger, etc. Regarding the emotional process, traditional models
concerned with the structure of emotion such as the one proposed by Wundt (1902),
Schlosberg (1952), Plutchik (1962) and Russel (1980). But the information processing
model of cognition influenced the research of emotion and formulated the emotional
processing models such as by Roseman (1984), LeDoux (1986), Kaiho (1991), Forgas
(1995), Ohira (1997), Takemura (1997), Power and Dalgleish (1997), Kovecses (2002),
Kitamura (2003), and Mogg and Bradley (2005). Compared to the information processing
model of cognition, the model of emotions differs from one to another very much. But
the important point among some of them is the notion of the valence. The model here
is proposed by combining both of the cognitive model and the emotional model. The
emotional process contains the extrinsic emotion and the intrinsic emotion where the
former interacts with the STM and the STM put the valence to the information unit of
memory (the event in the episodic memory and the item in the semantic memory). For
example, the matching process for the recent event in STM and the stored pair of event
valence let people feel some emotion (negative or positive), and the Kansei will thus be
experienced.

Keywords: Cognition, Emotion, Information Processing, Model of Kansei

118 Day 2 | Session 3 | Room A | Presentation 4

 Kansei theory - Chairperson: Pierre LéVY

(453) Human resource management and emotional

intelligence
IRIMIE Sabina, University of Petrosani, Romania
IRIMIE Sabin-Ioan, University of Petrosani, Romania
Emotional intelligence (EI) is the top of the iceberg in a company, because of the human
resources whose visibility and unseen face, may lead the organization to success or failure
according to the way they are managed. The influence of EI can be found in every function
of the company, as a company is a living organization. Besides, in the personnel function
this influence is intrinsic, present and it generates new reactions. Activities in human
resources management (HRM), starting with the recruiting, selection, hiring, integration
process and continuing with motivation, human resources development, and implicitly
career development, evaluation and rewarding is involving multiple relationships and
different levels of EI which determin the performance obtained during work. This paper
is focused on developing several aspects regarding the relationship between EI and
HRM. This approach is among the first researches of EI in Romanian organizations and it
identifies the level of EI and the main emotions showed by the top managers of a national
company.

Keywords: emotional intelligence, emotions, human resources

Day 2 | Session 3 | Room A | Presentation 5 119

Affective computing, multimodality and agents - Chairperson: Marco GILLIES

(355) Introducing Multimodal Sequential Emotional

Expressions for Virtual Characters
NIEWIADOMSKI Radoslaw, Telecom ParisTech, France
HYNIEWSKA Sylwia, Telecom ParisTech, France
PELACHAUD Catherine, CNRS TelecomParisTech, France
In this paper we present a system which allows embodied conversational agent to display
multimodal sequential expressions. Recent studies show that several emotions are
expressed by a set of different nonverbal behaviors which include different modalities:
facial expressions, head and gaze movements, gestures, torso movements and posture.
Multimodal sequential expressions of emotions may be composed of nonverbal
behaviors displayed simultaneously over different modalities, of a sequence of behaviors
or of expressions that change dynamically within one modality. This paper presents, from
the annotation to the synthesis of the behavior, the process of multimodal sequential
expressions generation as well as the results of the evaluation of our system.

Keywords: virtual characters, emotional expressions, multimodality

120 Day 2 | Session 3 | Room B | Presentation 1

 Affective computing, multimodality and agents - Chairperson: Marco GILLIES

(447) Designing Companions with Kansei

ROA-SEILER Néna, Edinburgh Napier University, United Kingdom
BENYON David, Edinburgh Napier University, United Kingdom
Companions represent a new form of human-computer interaction. They are the next
generation of Embodied Conversational Agents (ECA) with a robust dialogue capability.
ECAs alter the interaction to a more natural setting: face-to-face communication and
because of the anthropomorphic communication this creates, Companions are also
expected to be affective interfaces. Empathy is an essential component of the interaction
between users and Companions. The vision of Companions is that they are changing
interactions between humans and systems into relationships. Companions represent a
particular challenge for the design research because of the emergent technologies that
they are endowed with and because of the fact that users’ response to Companions is
unknown. The key elements of these Companions which impact the user experience
need to be identified, particularly the global users’ perception towards these Companions
as interfaces. The methodology of the design process of Companions is inspired by the
concept of ‘Kansei’ and the methods of ‘Kansei Engineering’, which translate consumer
perceptions into design attributes. Analyzing results provide an interesting insight into
the societal impact and the new relationships people want to develop with Companions
as a new interface involving emergent technology. Firstly, results reveal that users need
time to speak about these emergent technologies, secondly, they yearn a relationship
with their own Companions which is somewhere between the human relationship and
object relationship. The semantic of these artefacts seem to be emerging; as a result
users need to make use of metaphors to qualify these Companions. Moreover, people
drew a singular approach to how the ‘Companion’s hierarchy’ could work illustrating their
expectations of the ‘technology promises’.

Keywords: Kansei Design, Design research, Affective Interfaces, Intelligent Agents

Day 2 | Session 3 | Room B | Presentation 2 121

Affective computing, multimodality and agents - Chairperson: Marco GILLIES

(417) On Listeners’ and Speakers’ Gender-Dependent Features

of Auditory Impressions of Emotional Speech in Various
Degrees
TSURU Makiko, Kinki University / Kurume Shin-Ai Women’s College,
Japan
TAKEDA Shoichi, Kinki University, Japan
This paper compares the prosodic features of various types and degrees of emotional
expressions in Japanese speech based on the auditory impressions between the two
genders of speakers as well as listeners. The speech samples consist of ‘neutral’ speech
as well as speech with three types of emotions (‘anger’, ‘joy’, and ‘sadness’) of three
degrees (‘light’, ‘medium’, and ‘strong’). Prosodic-feature parameters are speech rate and
F0 parameters. A listening test is conducted using 144-word speech samples uttered by
two radio actors and two radio actresses. We use 25 male and 50 female subjects at the
ages of 19-21 years old. We then analyze the features of prosodic parameters based on
the emotional speech classified according to the auditory impressions of the subjects.
Analysis results suggest that prosodic features that identify their emotions and degrees
are not only speakers’ gender-dependent, but also listeners’ gender-dependent.

Keywords: emotional expression, prosody, auditory impression, listening test, gender

122 Day 2 | Session 3 | Room B | Presentation 3

 Affective computing, multimodality and agents - Chairperson: Marco GILLIES

(230) Building credible agents: behaviour influenced by

personality and emotional traits
BEVACQUA Elisabetta, CNRS - Telecom ParisTech, France
DE SEVIN Etienne, CNRS - Telecom ParisTech, France
PELACHAUD Catherine, CNRS - Telecom ParisTech, France
MCRORIE Margaret, Queen’s University, Belfast, United Kingdom
SNEDDON Ian, Queen’s University, Belfast, United Kingdom
Convincing conversational agents need to have a coherent set of behavioural responses
that can be interpreted by a human observer as being indicative of a personality. However
our knowledge about these issues has been somewhat limited. This paper proposes that
the way in which personality dimensions affect various attributes of animated characters
should reflect the similar processes in humans upon which they are modelled. Our
work is part of the EU project CALLAS, which aims to provide a multimodal system of
conversational agents, or Sensitive Artificial Listeners (SAL). These virtual agents are
designed to sustain realistic interaction with human users, despite having limited verbal
skills. Four psychologically different characters (SAL agents) have been created to elicit
different types of emotion - each employing individual dialogue strategies, and displaying
uniquely different responsive reactions. We first outline differing theories of personality
and consider the benefits of adopting Eysenck’s three-dimensional approach. We explain
how Eysenck’s biological model could to some extent direct and justify specific response
patterns of behaviour in developing agents’ characters. Accurate judgments of personality
based on behavioural cues obviously depend on behavioural correlates – the existence of
associations between these cues and the personality parameters. In considering how to
map these connections and translate stable traits into personality-dependent actions, we
draw on Individual Differences research in psychology to demonstrate how personality
traits influence behaviour, and to explore the links between impressions of personality
and verbal/nonverbal behaviour. The SAL agents have been implemented in our virtual
3D agent system. To capture their behavioural and communicational differences we need
to define the general behaviour tendency for each of them. This tendency, also called
baseline, is characterized by the agents’ modality preference and the expressivity on each
modality. 4 baselines are thus defined. The system architecture is as follows. A user sits
in front of a computer screen where one of the agents is displayed. The user selects one
character to start interacting with. She can change of interlocutor at any moment. In the
interaction with human users, the agent’s main role consists in maintaining the interaction
with the human users and bringing them to a similar emotion state as it. A video camera
and a microphone record user’s movements and voice quality. This information is used in
our system to determine the agent’s behaviour while listening to the user. The agent can
perform non verbal signals to show how it is reacting to the user’s speech, if it is listening,
understanding, agreeing and so on. In the full paper we will describe in more details how
we kept a computationally appropriate level of complexity to model personality in virtual
agent and how personality affects behaviours. We also introduce the SAL architecture
where we detail how personality acts on the behaviour characteristic of the virtual agent
and on their communicative styles, in particular when being a listener.

Keywords: Personality traits, Eysenck, emotional traits, virtual agents

Day 2 | Session 3 | Room B | Presentation 4 123

Affective computing, multimodality and agents - Chairperson: Marco GILLIES

(411) Spectral-Tilt Features of Emotional Speech -Research

on Emotional-Speech Synthesis Based on Voice-Quality
Conversion-
TAKEDA Shoichi, Kinki University, Japan
UENO Yuudai, Chiyoda Integre Co., Ltd., Japan
NAKASAKO Noboru, Kinki University, Japan
NAKAGAWA Hideo, Kinki University, Japan
TSURU Makiko, Kinki University / Kurume Shin-Ai Women’s College,
Japan
ISOBE Risako, Tokyo City University, Japan
KIRYU Shogo, Tokyo City University, Japan
This paper describes the analysis of the voice-quality features of “anger”, “joy”, etc.
depending on the degree of the emotion for expressions in Japanese speech. Among
voice-quality features, we turn to the tilt of speech spectra. The analysis results show
that these spectral-tilt quantities are emotion-dependent, i.e., the spectral-tilt quantities
for “anger” as well as “joy” increase significantly as the degree of each emotion becomes
greater. This confirms that the voice quality changes to the one whose higher frequency
band is more emphasized as the degrees of “anger” and “joy” increase.

Keywords: speech synthesis, emotional expression, voice quality, spectral tilt

124 Day 2 | Session 3 | Room B | Presentation 5

 Kansei evaluation - Chairperson: Nadia CAMPOS

(20) Relative Importance of Design and Usability of Cell Phone

in Terms of Age and Gender
HASHIZUME Ayako, University of Tsukuba, Japan
KUROSU Masaaki, The Open University of Japan, Japan
YAMANAKA Toshimasa, University of Tsukuba, Japan
Generally, it is believed that high-tech devices such as the cell phone are not used
frequently by the senior people. But actually, the number of the senior people who use
the cell phone is not so small. The fact is that they don’t use it effectively and efficiently.
In this paper, authors focused on the process of purchasing and using the cell phone in
detail. The result of the questionnaire research showed that there is a difference between
the young people and the senior people in the relative importance of the cell phone when
they purchase it. More specifically, when choosing the cell phone, the young people tend
to focus on the Kansei or the design aspects of the cell phone while the senior people
tend to focus on the usability. In addition, interview research revealed that there are
social factors including the family structure, the residence type, and the relationship
with children and mental factors including the sense of weakness and the general lack of
activeness as well as the physical change due to their age as the background factors for
the characteristic behavioral pattern of the senior people to emphasize the usability. But
there were also positive opinions among senior people that they would put emphasis on
the design if there is a sufficient level of usability.

Keywords: senior people, cell phone, usability, design, qualitative approach

Day 2 | Session 3 | Room C | Presentation 1 125

Kansei evaluation - Chairperson: Nadia CAMPOS

(85) Exploring Kansei Attributes of the Emotional Design

Preferences on Children’s Wear in Malaysia
MIOR IBRAHIM Emma Nuraihan, Universiti Teknologi MARA (UiTM),
Malaysia
MOHD LOKMAN Anitawati, Universiti Teknologi MARA (UiTM),
Malaysia
NAGAMACHI Mitsuo, Hiroshima University, Japan
When designers begin to create new product, they need to explore on new shapes or
elements that represent the consumer preferences which will account not only the
tangible demands but also the subjective preferences. In this study, attention is given
to the design of female children’s clothing in the context of urban wear from the age
of 1 till 6 years old in Malaysia by using Kansei Engineering to investigate the emotional
design preferences of the perceived images or objects of children’s clothing and study
how these personal preferences work to the desirable products. This paper reports the
initial investigation of the factor of Kansei as part of our objective to develop a web
based intelligent system that account for emotional acquisition on the clothing design
attributes. We contend that the emotional desire elicited by the consumer is believed
to influence what constitute quality design and the decision to purchase a product thus
become loyal to the products. The paper presents the results of an exploratory study
to identify the significant Kansei words, which influence the emotional preferences on
the design of children’s clothing from the consumers. With the use of Factor Analysis,
this study have found 5 significant factors of Kansei, which consists of well-design, active
& modern, energetic, appealing and exclusive, that structure from consumer’s Kansei
responses. This study concludes that these factors become the important concept to the
design of children’s wear that evoke consumer’s sensibility and psychological feelings of
pleasurable and desirable.

Keywords: Children’s clothing, Kansei Engineering, Factor Analysis, Kansei Words,

Intelligent Web based Systems, Emotional Design

126 Day 2 | Session 3 | Room C | Presentation 2

 Kansei evaluation - Chairperson: Nadia CAMPOS

(109) The Wall Murals Design Evaluation from the Perspective

of Plant Visual Graphics
CHEN Yu-Chia, National Taiwan University of Art, Taiwan
TSAI Yu-Lun, Tunghai University, Taiwan
Indoor plants bring people a lot of positive effects like heightening the positive emotions,
raising attention, improving health and other effects. If we were to find out the proper
mental element of plant visual graphics for people, they would bring users a banquet in
mind and improve the aesthetic sensibilities. This research aimed to the user evaluation
of different shape, color and technique of expression plant graphics. The basic plant
visual graphics characteristics included line, shape, density, color, texture and other
characteristics. Among them, line created shape and texture, the relations between was
closely linked. For this reason, the experiment samples of plant graphics was taken by
“circle?shape common arbor tree in Taiwan and technique of expression were “simple
drawing and geometric drawing,?then did experiment with another variable of color
changing. The experiment subjects were divided into two groups, designers (interior,
landscape, commercial and other designers) and users, did experiment in a real space
for letting them have the feelings of virtual situation. The evaluation items were natural,
joyful, active, relaxed, fresh, vital, comfortable and like. The experiment results showed
that “circle?tree shape’s “simple drawing and green?visual graphics received high
evaluation and “like?was an important key point in evaluation. We hoped to provide
interior space a design guideline and a better environment for users?mental needs.

Keywords: Visual Graphics, Evaluation, Wall Murals Design

Day 2 | Session 3 | Room C | Presentation 3 127

Kansei evaluation - Chairperson: Nadia CAMPOS

(401) How Different Browsing Contents Affect Viewer’s

Attention on Internet Advertising
HSIEH Yu-Chen, National Cheng Kung University, Taiwan
CHEN Kuoh Siang, National Cheng Kung University, Taiwan
The effect of internet advertising has been a controversial issue, especially on the topic
of how to effectively draw more attention from internet users. According to traditional
attention theory, we know people pay lesser attention on other objects if the main
browsing contents occupy more of the viewer’s mental resources. Therefore, we know
different browsing contents should have different influences on users’ attention. On the
other hand, the ‘Banner Blindness’ effect makes viewers naturally overlook the advertising
based on their previous experience. In view of these complicated factors for internet
advertising, verifying the different influences of the browsing contents on advertising
attention is the main goal of this study. Great amounts of previous studies relevant to
internet advertising focused on the advertisement itself, like the form, color, size and
location. However, this study put focus on how the browsing contents and the webpage
structure influence the viewer’s attention on banner advertising. This research tested
four common types of browsing contents on the Internet: (1) text-based webpage; (2)
text-picture mixed webpage; (3) picture-based webpage; and (4) video-based webpage.
This study hopes to provide valuable information for matching advertising with viewing
tasks that will stimulate the most user attention.

Keywords: Attention, Internet Advertising, Banner Blindness, viewing tasks

128 Day 2 | Session 3 | Room C | Presentation 4

 Kansei evaluation - Chairperson: Nadia CAMPOS

(173) Effects of Lightness Contrast and Image Size on KANSEI

Evaluation of Photographic Images
CHEN Yi-Chun, Utsunomiya University, Japan
ISHIKAWA Tomoharu, Utsunomiya University, Japan
SHIRAKAWA Toshiyuki, Utsunomiya University, Japan
EDA Tetsuya, Utsunomiya University, Japan
OGURO Hisashi, Technical Research Institute, Toppan Printing Co.,Ltd.,
Japan
GUO Sumei, Technical Research Institute, Toppan Printing Co.,Ltd.,
Japan
SATO Mie, Utsunomiya University, Japan
KASUGA Masao, Utsunomiya University, Japan
AYAMA Miyoshi, Utsunomiya University, Japan
The purpose of this study is to clarify the effects of the lightness of main object (Lt), the
lightness of background (Lb), and the lightness contrast (|Lt-Lb|/Lav, Lav is the average
lightness of image), upon observers’ KANSEI impression, and further to investigate their
relation to the screen size. Seventeen test images of different lightness contrast were
prepared not by using image processing but by manipulating the lighting condition in the
photography. Four different image sizes, 7, 14, 29 and 57inches diagonal, were examined.
Unipolar scales method using 22 adjectives was utilized for KANSEI evaluation of test
images. Results showed that adjectives were divided into three groups. Rating score of
the first group changes markedly with the lightness contrast, that of the second group
varies with the image size, and that of the third group changes with both the lightness
contrast and image size. Three factors were extracted by factor analysis. First factor,
called KANSEI factor is described by linear transform of the Lt and image size fairly well,
indicating that not only the lightness contrast but also the lightness of main object is
important factor for KANSEI evaluation.

Keywords: KANSEI evaluation, photography, lightness contrast, image size, factor

analysis, multiple regression analysis

Day 2 | Session 3 | Room C | Presentation 5 129

Experience design - Chairperson: Mirja KALVIAINEN

(346) Defining Street, Designing Street, Experiencing Street:

Primordial Values of a Successful Street
STEPHEN Awoniyi, Texas State University, United States
The public street affords a significant degree of accessibility: physical, intellectual,
intentional, emotional, etc. Different agenda, all prodding the corpus-agora transactively,
collide in such a public space. Some agenda seem to be sourced in more fundamental
origins of personal, collective or environmental being. We refer to those as primordial.
The following are proposed, among others, as primordial qualities, conditions, impulses
or contingencies that augment the street as “great” public place: (i) The street exists as
matrix, (ii) it affords freedom as a constitutive, (iii) it embeds memory as a constitutive,
(iv) it engenders dissolution of oppositions, (v) it exists as a site for consumption, (vi)
it balances invented space in tension, (vii) it is underpinned by a subtext of morality.
These articulations elaborate or extend our paradigm of the street. In such definitional
practice, we derive valuable insights about phenomena, are armed to re-interrogate
them and broaden our capacity about them. Lessons concerning impulses that might be
fundamentally powerful about inhabitation of one kind of space also instruct us about
creating other personal or collective spaces.

Keywords: consumption, encounter, Internet, public space, street

130 Day 2 | Session 3 | Room D | Presentation 1

 Experience design - Chairperson: Mirja KALVIAINEN

(208) Cognitive measurements for the Repertory Grid

Technique: assuring quality in subjective experience
explorations
TOMICO Oscar, Eindhoven University of Technology, Netherlands
LLOVERAS Joaquim, Technical University of Catalonia, Spain
Subjective experience gathering techniques based in post-modern psychological
explorations mainly obtain subjective, qualitative information that can be used for
inspiration purposes. However, quantitative information can also be extracted. The
Repertory Grid Technique (RGT) generates qualitative insights about user experience
which are related to data that can be analyzed with different statistical techniques like
cluster analysis, multidimensional scaling, principal component analysis for product
benchmarking, consumer preference and requirement analysis. This paper goes
further by analyzing the information acquired with the RGT with cognitive measures
from Constructivist psychology [Botella & Feixas 1998]. Summarizing the way in which
interviewees construe their perspectives by means of several indices increases the analysis
potential of the RGT. This approach makes it possible to provide information to assure
not only the quality of the product (measures about consumer preference), but also the
quality of the users’ mental models (measures about consumer response). The selection
of these psychological indexes is based on the applied value of the measurements and
the support found in psychological literature. In the field of analyzing users’ subjective
experience information, these measures have to be seen as summary information that
can be used to make comparisons between different participants and different products:
• Consumer construction of product preference is one of the most important concepts
of the decision-making process. Psychological indexes can be used to compare attitudes
toward products developed through direct experience or from secondary sources such as
advertisements or public buzz. • Cognitive complexity profiles, based on integration and
consistency indexes, can be used to compare the quality and reliability (predictive power)
of the consumer response from different participants. Complexity and Simplicity profiles
are more reliable than Chaotic and Fragmentation profiles because their construction is
more consistent and integrated. Different examples will be given to illustrate the value
of these measurements to validate consumers’ information processing system using the
RGT. These examples are taken from previous design projects about electronic kitchen
appliances.

Keywords: Repertory grid, cognitive indexes, subjective experience, consumer

response, constructivist psychology

Day 2 | Session 3 | Room D | Presentation 2 131

Experience design - Chairperson: Mirja KALVIAINEN

(105) Building relevant contexts to design experiences

CLOS François, Arts et Métiers ParisTech, France
In advanced phase of design, it is essential to anticipate consumers’ expectations. But this
information should not restrain designer’s creativity, and should encourage innovation.
By basing us on Kansei engineering, sensory metrology and experience design, we built
an exploratory tool to collect users’ sensory trends and their cognitive impact. Two
experiments were led: an analytical approach on the sound dimension (Sound Trends
Research, not presented here [1]) and a synthetic approach on four senses (smell, sight,
touch, hearing). Results are communicated to designers, but lately this methodology
could be spread to the whole process of experience design. Introduction It is crucial
for designers to get relevant inputs from customers and to anticipate at best their
expectations. The aim of this paper is to provide designers an accurate framework, built
from user�s emotions, feelings, desires, and moreover experience that enable both
creativity and understanding of people requirements. Designing experience implies - to
take into account new concerns, related to every human sensory inputs - to understand
the emotions generated - to consider the whole as a coherent experience. Research
Objective The research objective is to propose new inputs for designing experiences. As
a case study, we will work on a sensory room that will enable us to test trends among
customers, or even to create new trends. In doing so, we expect to obtain more insight
on customer�s expectations. What sensory elements do they prefer for a particular
experience? What can new sensory combinations evoke? This will later provide a good
background for designers to create new experiences. We will discuss the five following
hypotheses. Concerning sensory evaluation: H1. People build sensory profiles in a
common direction H2. During an exploratory phase, people are more used to work with
some sensory modalities than others. Concerning semantics and cognitive process: H3.
Sensory modalities do not play at the same level in the user�s cognitive process and
remembrance. Some sensory properties lead to different type of emotions, associations,
or lexicon designation. Concerning emotions and hedonist attributes: H4. There are
specific objective properties that correspond to subjective choices. H5. It is possible to
find sensory links between modalities (i.e. a kind of sound lead to a kind of image or
material�). Those sensory links are related to specific emotions or hedonist experience.
Method From a predefined targeted product (or concept, or global experience), an expert
panel selects a set of images, materials, sounds and odors, extracts some objective
properties and assess each sample. Then they set up questions, statements so as a
non-expert panel can manipulate those samples and create combinations. A specific
tool, with physical samples and digital application, enhance the experiment. After this
experimentation, participants are individually interviewed so as to know the conscious
reasons and motivations of their choices. Results The sensory preferences will be linked
to objectives properties and then presented to designers, so as to provide an �Kansei
brief� along with the classical �marketing brief�.

Keywords: advanced phase design process, experience design, emotional design,

Kansei engineering, co-creation

132 Day 2 | Session 3 | Room D | Presentation 3

 Experience design - Chairperson: Mirja KALVIAINEN

(372) A Hypothesis to Establish Platforms for Design

Management Focused on Designing User Experiences
YAMASHITA Mikio, Takarazuka University of Art And Design, Japan
KOYAMA Noboru, Advanced Institute of Industrial Technology, Japan
KAWARABAYASHI Keiichiro, Shizuoka University of Art And Culture,
Japan
FUJITO Mikio, Kyoto Institute of Technology, Japan
SAKAMOTO Kazuko, Kyoto Institute of Technology, Japan
KITANI Yoji, Kyoto Institute of Technology, Japan
MORINAGA Yasufumi, Hokkai-Gakuen University, Japan
After the World War II in-house design organizations were established in the major
manufacturing companies in Japanese electronics and automotive industries where
design function for product (hardware) was mainly featured. Since then design functions
such as package design, CI design, communication design, GUI design, web design, solution
design, sustainable design or universal design were added over a period of time, while
increased purpose and item of design have promoted specialization and subdivision in
the area of design. However, it is difficult for us to observe well established platforms for
consistent and integrated design management system in the process. Rather confusion
in management has been often seen. In the research we have redefined the objectives
and functions of design from the viewpoint of ‘designing items that users can or should
experience’ from the first contact to disposal of provided and used goods or services, and
suggest a hypothesis to establish desirable platforms for design management. We expect
the result of research will help to create a basic thought and specific methodologies
that design management can achieve improvement of creativity and productivity in the
activities resulting innovation.

Keywords: In-house Design Organization, Holistic Design, Platform for Design

Management

Day 2 | Session 3 | Room D | Presentation 4 133

Experience design - Chairperson: Mirja KALVIAINEN

(512) Creating Customer Experience and Product Innovation at

Shinzaburo Hanpu in the Regionality of Kyoto
IRISAWA Yusuke, Waseda Business School, Waseda University, Japan
ISHIKAWA Makoto, Waseda Business School, Waseda University, Japan
NAGASAWA Shin’ya, Waseda Business School, Waseda University,
Japan
There is the new company Ichizawa Hanpu Kougyo in Kyoto, which happened the house
disturbance. As a result, a new brand called Shinzaburo Hanpu was born. Though it is
the manufacturing maker having only a channel in Kyoto, the popularity is a national
scale. So, we have thought that it makes for the elaborate fabrication of this company
to create the customer value with a sincere posture for the customer and a posture
for manufacturing. This study aims to analyze the essential of Shinzaburo Hanpu brand
from the perspective of the relation between its product innovation competence,
customer experience and innovation, based on the viewpoint that there is the essence of
manufacturing for Former Ichizawa Hanpu Kougyo and Ichizawa Shinzaburo Hanpu in Mr.
Shinzaburo Ichizawa. In Shinzaburo Hanpu case, we have examined its relation to build
customer experience using strategic experience modules, the five customer experiences
management frameworks and the innovation analysis in the regionality of Kyoto.

Keywords: Customer Experience, Elaborate Fabrication, Innovation, Kyoto, Shinzaburo

Hanpu

134 Day 2 | Session 3 | Room D | Presentation 5

 Senses - Chairperson: Jean-François PETIOT

(521) Modeling Customer Preferences for Commodities by

Behavior Log Analysis with Ubiquitous Sensing
Modeling Customer Preferences for Commodities by Behavior
Log Analysis with Ubiquitous Sensing
IMAMURA Naoki, Chuo University, Japan
NAGAYASU KenJI, Chuo University, Japan
SUZUKI Hiroaki, Chuo University, Japan
OGINO Akihiro, Kyoto Sangyo University, Japan
KATO Toshikazu, Chuo University, Japan
We have been developing methods for modeling customer preferences for commodities.
Here, we propose an active sensing method that observes unconscious and natural
reactions to information dynamically and calmly provided by the system, as well as a
passive sensing method that observes customer’s long-term behavior via logs taken by
ubiquitous sensors. We evaluated these methods in terms of both their accuracy and the
duration of modeling.

Keywords: Ubiquitous Sensing, Behavior log, Passive sensing method, Active sensing
method

Day 2 | Session 3 | Room E | Presentation 1 135

Senses - Chairperson: Jean-François PETIOT

(45) Effects of package images on taste perceptions for fruit

juices.
MIZUTANI Nanami, University of Tsukuba, Japan
OKAMOTO Masako, National Food Research Institute, Japan
YAMAGUCHI Yui, National Food Research Institute, Japan
DAN Ippeita, National Food Research Institute, Japan
YAMANAKA Toshimasa, University of Tsukuba, Japan
This study investigated how congruent and incongruent images attached to the juice
packages influence taste evaluations. 42 subjects were divided into 2 groups. One
group rated taste of juices that congruent images were attached to, and another rated
what incongruent images were attached to. The subjects rated their actual palatability,
goodness of odor, sweetness, bitterness, sourness, density, freshness and artificial of
6 juice samples. 3 samples were attached 3 images which randomly selected from 12
images within one condition, and another was attached 3 scrambled images of these
images. Congruent images influenced goodness of odor, and incongruent images
influenced freshness and artificial. These data shows that images attached to the juice
packages influence taste evaluations.

Keywords: Package, Labeling, Images, Taste, Congruency

136 Day 2 | Session 3 | Room E | Presentation 2

 Senses - Chairperson: Jean-François PETIOT

(101) Simultaneous Evaluation of Fragrance and Picture Using

Kansei Parameter Method
OTSUKA Sayaka, Tokyo Denki University, Japan
INOUE Hiroto, Tokyo Denki University, Japan
KASHIWAZAKI Naoya, Tokyo Denki University, Japan
NOMURA Mika, Kanebo Cosmetics Inc., Japan
SAKAMAKI Takeshi, Kanebo Cosmetics Inc., Japan
KUBOTA Masao, Kanebo Cosmetics Inc., Japan
MOTOYAMA Tomoko, Kanebo Cosmetics Inc., Japan
The language is a most typical means to impart information, but it is considered that
information expressed in the word influenced on knowledge, intelligence and thinking.
Therefore, it is difficult to evaluate the fragrances, scenic shots and portraits in the same
category space that was composed by SD method. This paper describes a technique for
equally evaluating the fragrances, scenic shots and portraits. These objects evaluated by
KANSEI-parameter (KP) method. As a result of principal component analysis and cluster
analysis, it is shown that KP method is useful as a mean to collect the intuitive information
of the objects. Also, it is suggested that scatter plot of component scores can be used for
sharing impression of the objects.

Keywords: Fragrance, KANSEI-parameter, KANSEI information

Day 2 | Session 3 | Room E | Presentation 3 137

Senses - Chairperson: Jean-François PETIOT

(529) Modeling the Sense of Familiarity among People

in Mutual Teaching and Application of the Model to an
E-Learning Service
IWAWAKI Hirokazu, Department of Industrial And Systems Engineering,
Chuo University, Japan
KATO Toshikazu, Department of Industrial And Systems Engineering,
Chuo University, Japan
SHINOHARA Isao, Kyodo Printing Co.Ltd., Japan
Sense of familiarity among people is an important factor in mutual teaching. We propose a
method of modeling this sense to support social communication in campus communities.
We applied this method in finding familiar tutors to assist a specific student.

Keywords: Sense of Familiarity, Modeling, Exchange support

138 Day 2 | Session 3 | Room E | Presentation 4

 Senses - Chairperson: Jean-François PETIOT

(517) Feeling Impression and Quantities Accompanying

Calculation of Fluctuation in Sound Signal
YAMAMATSU Tatsuya, Kagawa University, Japan
HATTORI Tetsuo, Kagawa University, Japan
IZUMI Tetsuya, MICRO TECHNICA CO. LTD., Japan
KAWAKAMI Yusuke, JRC Engineering CO. LTD., Japan
KAWANO Hiromichi, NTT Advanced Technology Corporation, Japan
This paper describes an investigation result as to how the audio signal (i.e., sound and
music) gives feeling impression to us and how the impression changes, depending on
the distribution of power spectrum in Fourier domain of the audio input signal. In this
investigation, we use three kinds of parameters accompanying the calculation of the
signals’ fluctuation degree. Then we examine the relationship between the parameters
and affective impression, by using questionnaire survey. And also, from the viewpoint
of feeling impression, we try to classify the sound signal by the values of three kinds of
parameters.

Keywords: Sound processing, fluctuation value, sum of squared errors, regression

analysis, affective impression

Day 2 | Session 3 | Room E | Presentation 5 139

Branding - Chairperson: Shin’ya NAGASAWA

(51) A New Share of Customer Preference Model that

Integrates Brand Effect
GUYON Herve, PESOR, France
The special role that brand plays in consumer preference is analysed through customer-
based brand equity. Customer-based brand equity occurs when the consumer has positive
strong associations in memory, like positive emotions. Indeed, the qualifying role of the
brand on product qualities leads to distortions in consumers’ viewpoints. These effects
of distortion are known as “brand-effect”. The customer-based brand equity cannot be
estimated directly with a compensatory linear model such as conjoint analysis. Different
solutions were proposed to estimate customer-based brand equity directly (Srinivasan,
1979; Park and Srinivasan, 1994; Jourdan, 2002). The approach of Park and Srinivasan
(1994) is the most important reference. For these authors customer-based brand
equity is considered as the difference between the subjective preference (with brand)
and the objective preference (without brand). Jourdan (2002) demonstrates that the
calculation of differences in utilities proposed by Park and Srinivasan (1994) includes an
error term that is inherent to their method. Jourdan proposed a new two-step approach
that improves the results of Park and Srinivasan. It is discussed in this article why
Jourdan’s approach can have biased results. A new methodological solution based on the
Jourdan’s two-step approach is proposed. Unlike Jourdan, customer-based brand equity
is estimated as a latent variable: it articulates conjointly rating-based conjoint analysis
and structural equation modelling. It is mathematically demonstrated why this approach
improves the Jourdan’s one to estimate customer-based brand utility. The customer’s
utilities at different profiles can be inputed into buyer-choice simulators to predict share
of preferences. With rating-based conjoint analysis, the common probabilistic predictive
models suffer from the independence of irrelevant alternative problem because they
are unable to handle product similarity. This article discuss about a new probabilistic
model, called RFC-BOLSE. It is mathematically demonstrated why the RFC-BOLSE model
gives reliable estimations of the share of preferences with rating-based conjoint analysis.
The two step rating-based conjoint analysis gives estimations of customer-based brand
equities and of products utilities in the same scale. So, it is possible to estimate global
utility for each profile, which is the sum of profile utility without brand and the utility
of the customer-based brand equity. These global utilities can be inputed into the
RFC-BOLSE simulator. The major purpose of this article is the development of this new
probabilistic model that takes into account objective utilities of products (estimated by
a rating-based conjoint analysis) and customer-based brand equity (estimated as latent
variable based on two-step rating-based conjoint analysis). The mathematical formulate
of the reliability of these estimations are presented. A case study illustrates our purpose.
Finally, it is presented how our approach can provide a tool to drive brand image on share
of preferences. For example positives brand emotions can modify brand equity. These
emotions can be introduced as latent dimensions relied to the brand-equity dimension.
Their influences on brand equity would be estimated in term of share of preference by
RFC-BOLSE.

Keywords: Rating-based conjoint analysis, brand effect, share of preference, structural

equation modeling, randomized first choice

140 Day 2 | Session 3 | Room F | Presentation 1

 Branding - Chairperson: Shin’ya NAGASAWA

(320) How do we evaluate the reliability of the advertisements

in the internet and magazines? Trust vs. Assurance.
YOSHITAKE Miki, Chiba University, Japan
KOYAMA Shinichi, Chiba University, Japan
NAKAJIMA Kent, Chiba University, Japan
SHONO Toru, Dentsu Inc., Japan
NAGAO Yoshihide, Dentsu Inc., Japan
OKU Ritsuya, Dentsu Inc., Japan
HIBINO Haruo, Chiba University, Japan
We might evaluate the reliability of the internet and magazine advertisements in different
ways even if they contain the same content. The purpose of the present study was to
examine how we evaluate the reliability of the internet and magazine advertisements,
based on the theory of “ trust vs. assurance” (Yamagishi 1998). According to Yamagishi
(1998), trust implies acquiring a good thing from a mixture of good and bad things under
uncertainty and risk. Here, trust does not mean “ believing blindly” but something that
requires examination and exploration. Assurance, on the other hand, is a situation
where there is no uncertainty and risk. Interestingly, assurance destroys trust: when
we think that there is assurance, we assume that there are no risks. Thus, we stop
further examination on which trust is based. In this regard, we hypothesized that our
relationship with the internet is based on trust, whereas our relationship with magazines
is based on assurance. The internet transmits both useful and harmful information to
us, and we need to check the information carefully. In magazines, however, information
is checked by editors and publishers, and if their information is wrong, the magazine
can be discontinued. In the present study, we conducted a web-based survey with 300
consumers. In the questionnaire, we first asked them to write a name of their favorite
web site and magazine respectively. Second, we asked them to answer the strength of
their emotional bond to their favorite site and magazine (1. not much – 4. very strong).
After that, we asked the following questions. (1) How important is it for you to see other
sources of information to double check the information from the advertisement on your
favorite web site (magazine)? (1. not important - 4. very important) (2) How accurate
should the advertisements in your favorite site (magazine) be? (0% - 100%) (3) What
kind of information do you check to evaluate the accuracy of the advertisements in your
favorite web site and magazine? The results demonstrated that the consumers considered
it more important to double-check the information from their favorite web sites as the
emotional bonds with the site became stronger, whereas this was not the case with
magazines. On the other hand, they demanded more accuracy of the contents of their
favorite magazines as the emotional bond became stronger although this was not the
case with web sites. In addition, they use different types of cues to evaluate the accuracy
of the internet and magazine advertisements: they check the product information, name
of the site (magazine), comments from the other readers more frequently for internet
advertisements than for magazine advertisements. Taken together, the results suggested
that we have a tendency to rely on the magazine advertisements without double-
checking whereas we have a tendency to explore and double-check the information from
the internet. The results supported our hypothesis that our relationship with the internet
is based on trust, whereas our relationship with magazines is based on assurance.

Keywords: advertisement, internet, magazines, trust, assurance

Day 2 | Session 3 | Room F | Presentation 2 141
Branding - Chairperson: Shin’ya NAGASAWA

(433) The Brand Aesthetics Model

Reconciling Designers and Marketers on Brand Management
BORJA DE MOZOTA Brigitte, Parsons Paris, France
A brand is a concept invented by marketing. Consequently, marketing publications avoid
mentioning the role of designers in creating, developing and managing brands. This is a
paradox, as it is common knowledge that designers and design consultancies are working
on brands in their everyday activities. Designers, on the other end, tend to use the concept
of brand identity and brand signature in order to define their input in brand positioning.
Therefore, they are reinforcing a marketing view of design as an activity, useful for ideas
in order to give form to the brand. This does not convey, however, the global role of
designers in value creativity, emotion and customer experience through branding. Our
aim in this paper is to share a conceptual model of brand aesthetics that we have been
using in both business and education at the postgraduate level. The model extends
existing brand models, and explores successively the various steps of brand management
from creation to development, and from revitalization to brand evaluation. It explains the
inputs, the methods and the skills of the two professions of marketing and design, step by
step. In conclusion, the brand aesthetics model reconciles the two professions. Through
this framework, both professionals communicate better. Marketers are more aware of
design being a process, and a research-based profession beyond mere creative/graphic
skills. Designers are more aware of the key concepts of brand management such as brand
positioning, brand architecture, brand protection and brand evaluation. Under the same
theoretical framework, the ‘brand aesthetics model’ merges the specific knowledge of
each profession.

Keywords: Brand, Design, Brand management, Design skills, Design protection

142 Day 2 | Session 3 | Room F | Presentation 3

 Branding - Chairperson: Shin’ya NAGASAWA

(33) Perceptual Consumption and Brand Atmosphere

Start from Female Consumer’s Fancy Bags
CHANG Wei Chen, National Yunlin University Of Science, Taiwan
HWANG Shyh Huei, National Yunlin University Of Science, Taiwan
The research is mainly focusing on women’saffections, personalities and joyfulness to be
placed on while they are doing their shopping; especially their consumption behaviors to
be corresponded to those fancy bags. In this mode, perceptual consumption and brand
atmosphere are regarded as two potential independent variables and consumption
behavior is the potential dependent variable. Four sense-dimensions were used to be the
positive sentiment indicators to analyze the consumption and then further discuss the
relationship among perceptual consumption, brand atmosphere and women’s intentions
towards purchasing fancy bags. The research is preceded under the discussion after in-
depth interviews; workable suggestions correlated to marketing, products are brought
up and more follow-up related researching directions are mentioned to be the references
on practical and academic perspectives. The research finds out the following factors are
shown in perceptual consumption when female consumers are purchasing fancy bags.
1.The affection identification towards the brand and its logo also means the recognition
of expressing herself. 2.The percentage of impulsive consumption is increased since they
tend to identify with the type called “informative? 3.Much time will be spent on collecting
information about certain brand; consequently, they know more about the brand than
other people. 4.Perceptual consumption, same as impulsive consumption, can be
happened easily when special offers are provided. As for the factors of brand atmosphere,
it includes thereinafter, 1.Purchasing products means not only the goods themselves, but
also dreams; in other words, they’re pursuing a feeling that is created in particular to be
enjoyed. 2.Paying attention to certain favorite brands also reflects the representation
of loyalty and the confidence towards the quality of the brands. 3.Buying the products
at certain boutiques reveals the faith in their serving qualities instead of the features of
environments and atmosphere. 4.Purchasing certain brands can bring them the feelings
of happiness, satisfaction and excitement. The order of female consumers?preference to
buy fancy bags can be summed up as loyalty, awareness, quality, attitude, atmosphere and
promotion; simultaneously, the value of the products?logos that comes with the brands
has also been focused. Therefore, the ingredients mentioned above all have considerable
referential importance when discussing about the influences of brand atmosphere and
perceptual consumption towards female consumption.

Keywords: Female Consumers, Fancy Handbags and Boutiques, Perceptual

Consumption, Atmosphere

Day 2 | Session 3 | Room F | Presentation 4 143

Branding - Chairperson: Shin’ya NAGASAWA

(535) CHANEL’S DEVOTION AND PRODUCT DEVELOPMENT AS

A LUXURY BRAND
TAKING R&D AND PRODUCT DEVELOPMENT OF ITS WATCH
BUSINESS AS AN EXAMPLE
NAGASAWA Shinya, Waseda University, Japan
SUGIMOTO Kana, Waseda University, Japan
This paper views Chanel as a technology management company, in order to distinguish
its characteristics. Technology management refers to business management conducted
around sophisticated technological expertise. Although Chanel was a latecomer to the
watch business, Chanel’s commitment to technology is apparent in the establishment of
its own workshop. Chanel’s commitment to technology will be considered through the
example of the J12.

Keywords: luxury brand, brand management, technology management, Chanel

144 Day 2 | Session 3 | Room F | Presentation 5

 Poster session 2

(507) Study on Relation Between Sleeping Comfort and

Sleeping Posture
HORIBA Yosuke, Shinshu University, Japan
KAMIJO Masayoshi, Shinshu University, Japan
YOSHIDA Hiroaki, Shinshu University, Japan
SHIMIZU Yoshio, Shinshu University, Japan
In order to predict sleeping comfort based on sleeping posture on a simulation, we
investigated relationship between sleeping posture and sleeping comfort. In previous
studies, sleeping posture had a narrow variation with the result that mattress properties
had a narrow variation. In order to vary sleeping postures variously, we customized a
mattress which consisted of 3 different hardness and distribution; that is, 9 different
types of mattresses for this study. Furthermore to simplify the estimation of sleeping
posture (mattress sinkage), we measured the displacement of sticks by attached bed
coils. Sleeping comfort was evaluated by the semantic differential (SD) method when
subjects lay down on their back for five minutes. Subjects consisted of 20 healthy male
students aged 20 to 22. The result showed that the back sinkage tended to be larger than
the buttocks ones in the case of good sleeping comfort. On the other hand, the buttocks
sinkages tended to be larger than the back one in the case of bad sleeping comfort.
Consequently it was suggested that there was a good possibility of sleeping comfort
prediction based on sleeping posture.

Keywords: Sleeping comfort, Sleeping posture, SD method, Simulation

Day 2 | Poster session 145

Poster session 2

(312) Detection of subconscious tastes for food using evoked

potential and fMRI
SAKATA Osamu, University of Yamanashi, Japan
SATAKE Takaaki, University of Tsukuba, Japan
SUZUKI Yutaka, University of Yamanashi, Japan
In recent years, worldwide food safety has been strictly monitored and regulated. At the
same time, consumers have increasingly paid attention to select high quality foods. It
will, therefore, be necessary to develop new food products satisfying discerning eye of
consumers in order to succeed in foods industry in the future. Sensory evaluations using
panels who are experts or unspecified consumers have been generally performed as a
part of food product design so far. Today, such sensory evaluation is still the mainstream
on the study of taste for food product design, and we suppose the trend will continue
in the future. However, the conventional sensory evaluation methods are not always
versatile. There is a strong likelihood that a subject’s prejudice and recognition errors
conceal information which we require. Since this is a common worry in food industry,
other sensory evaluation methods which cover the shortcomings of the conventional
sensory evaluation is eagerly desired. In the meanwhile, many studies on evaluation
methodology of food sensibility using biological information of human body have been
performed. However, most of the studies have been carried out to substitute a new
method using biological signal analyses for conventional sensory evaluation methods.
Since a breakthrough method to realize that has yet to be developed, study on a new
sensory evaluation method primarily intended to cover the lack of conventional methods
is even more in an early phase. We have tried to develop a new method to detect
subconscious food sensibility using evoked potential. In our method, evoked potentials
activated by visual stimuli using food photographs under the condition that subjects were
occupied in a simple task were analyzed. Independently of the study of evoked potential,
we also carried out a study of fMRI to investigate a brain activation originating in food
sensibility. We have investigated the brain activation detected under the condition that
subjects were given some foods which are chosen by individual subjectsEpreference. We
compared the results of these two experiments. However, we found no causal relation
between the result of the evoked potential analysis and the study of fMRI.

Keywords: subconscious taste, food, event related potential, visual stimulus

146 Day 2 | Poster session

 Poster session 2

(302) Simulation of Extraction of Development Elevations of

Body Surface
KURIHARA Miho, Shinshu University, Japan
INUI Shigeru, Shinshu University, Japan
INUI Mariko, Kacho College, Japan
HORIBA Yosuke, Shinshu University, Japan
TAKATERA Masayuki, Shinshu University, Japan
In the current apparel business field, various brands sell clothes of a huge variety of prices
or qualities. Though we have the multiple choices of clothes in this way, and it is difficult
to say that every suit of clothes fits individual body shape or needs. Production system for
each person is a key word of KANSEI engineering, but it is not feasible because of high cost
and much time. A design system for clothes has developed in which paper patterns for
each person are drafted by developing measured three dimensional human body surface
shape to plane. It is necessary to build upon the skills specific to the system, because the
way of the system is different from that in the real world. The purpose of this study is to
recreate the draping method in virtual world. We aim to build up virtual draping method
system using modeled clothes and bodies. This might realize the production of clothes for
each person making use of the accumulated technical know-how. Here, cloth is regarded
as continuous body and formulated based on theory of elasticity. The cloth model was
triangulate for numerical calculation, and strains were calculated for each triangular
element. Energy is represented as quadratic form of strains, and the force acted on
each node of triangular element derived from derivative of the energy. The energy was
minimized by an optimization method based on the forces. The calculation method used
in this simulation is static. In this system, virtual dummy body was utilized for the base of
draping, and made from the measured data of surface shape of a real dummy body. The
interaction between dummy body and cloth is a key factor of this system. For the purpose,
the surface shape was approximated by Fourier transform. Horizontal cross-section
surfaces were extracted from the measured human body surface data. Center point of
a cross-section surface was determined, distances from the center point to the surface
were plotted and considered as waveform. The waveform was Fourier transformed,
high-frequency components were cut and virtual dummy body was approximated. The
final goal of this study is to realize draping as computer program. Here, extraction of
development elevations of body surface was realized as a previous step of the goal. In
the real world, there are two methods of extraction, the first is wrapping sheeting around
dummy body cylindrically and take darts as required, and the second is putting sheeting
on dummy body and cut sheeting along a seam line to fit dummy body. In the simulation,
the second method was realized. Reference lines were drawn on the virtual dummy body.
A line was defined at the center of each area surrounded by the reference lines. Put strips
of sheeting tangent to the dummy body, and the sheeting sticks to the dummy body by
acting attracting forces along the center line. Map the reference lines for every strip of
sheeting, and extract all the parts by cutting sheeting along the mapped lines.

Keywords: Draping method system, Simulation, Cloth model

Day 2 | Poster session 147

Poster session 2

(65) Kansei Impression Analysis Using Fuzzy C4.5 Decision Tree

TOKUMARU Masataka, Kansai University, Japan
This paper proposes a new method for Kansei impression analysis of product design
using fuzzy decision tree. Product design requires careful consideration of many
factors. However, it is difficult for many developers to design a product that will satisfy
everyone, because they do not know the answers to questions such as ‘’What causes
large number of people to like a specific product?’ ‘’What fascinates them about the
product?’ or ‘’Which part or element of the design makes it attractive?’ In general,
people like attractive products, but it is difficult to know what makes certain products
attractive. This paper proposes a method for investigating ‘’attraction’ by means of a fuzzy
decision tree. It builds a decision tree based on the results of a questionnaire, which
determines user’s product impressions, and helps to uncover the major factors that
affect the product’s ‘’attraction.’ In this paper, we analyzed design of running shoes and
investigated the factors that determine their particular attraction, which is concerned
with how to they are wanted by people. In this paper, we propose performing Kansei
impression analysis using a Fuzzy C4.5 decision tree, which is an extension of the C4.5
decision tree developed by R.Quinlan and is a well-known method of data mining. This
approach is capable of producing rules that automatically classify large amounts of data,
based on various attributes of the data. The design of running shoe gives people various
impressions because it must take into account of a number of design components. For
instance, the thickness of sole may influence a profound feeling of running. To establish a
relationship between overall impressions and specific product attributes, we conducted
a questionnaire survey that collected a variety of product impressions from consumers.
For Kansei impression analysis of running shoes, we used a 7-point scale Semantic
Differential (SD) method. First, we define the 18 attributes that describe general or
detailed impressions of the overall product and its components, in order to execute the
questionnaire survey. In the case of the impression analysis of design of running shoes,
the attributes are ‘’I want this shoe or I do not want this shoe.’ These attributes express an
overall impression of running shoe. We then include attributes for specific components
to describe detailed impression of running shoe such as ‘’looks athletic or casual,’ ‘’looks
breathable or highly waterproof,’ and ‘’the sole looks cushioned or stable.’ In the next,
we collect 30 pictures of running shoes and 100 test subjects. Each test subject looks
each of pictures of running shoes and then fills out the questionnaire that records their
impressions. Finally, a Fuzzy C4.5 decision tree is built that takes into account the data
accumulated from the questionnaire results.

Keywords: Fuzzy Decision Tree, Impression Analysis, Running Shoes, Kansei

Information

148 Day 2 | Poster session

 Poster session 2

(504) Improvement in Automobile Interior Comfort by

Modifying Lighting
TAKAHASHI Hiroshi, Shibaura Institute of Technology, Japan
ASAKURA Hiraku, Shibaura Institute of Technology, Japan
TERASHIMA Hirotomo, Shibaura Institute of Technology, Japan
IRIKURA Takashi, Shibaura Institute of Technology, Japan
II Shinichiro, Nissan Motor Co., LTD, Japan
WAKITA Daisuke, Nissan Motor Co., LTD, Japan
This study focuses on automobile interior lighting, and in a first experiment, examines
the relationship between the interior illuminance, exterior lighting environment, light
source form, and impression evaluations. In a second experiment, the usefulness of
electrocardiogram analysis as a biological indicator for evaluating the effects of the
interior lighting is examined. The results of experiment 1 indicate that impressions of the
interior lighting vary according to the interior illuminance, exterior lighting environment
and the light source form. These results also clarify the relationships between each
condition and the impression evaluations. In experiment 2, specific tendencies regarding
light source forms and electrocardiograms were observed, indicating the possibility of
using electrocardiograms as biological indicators for evaluating the effects of the interior
lighting.

Keywords: interior lighting, impression evaluation, physiological response

Day 2 | Poster session 149

Poster session 2

(125) Research into the Design Trend of Emotional Print

Advertising
WANG Wei-yao, National Taiwan University of Science And Technology,
Taiwan
LIU I-ning, National Taiwan University of Science, Taiwan
HUANG Tzu-ho, National Taiwan University of Science, Taiwan
Print advertising aims to convey rational information about products to consumers and
establish emotional communication by text and image. It is able to create a preference
by exciting consumers?cognition to products as well as reception of text and image.
Product category and design of text and image, therefore, play an important role in
print advertising. The purposes of this research lie in making clear the design properties
of print advertising, making a survey and tendency analysis of the properties, and
further examining the recipients?emotional cognition categories under simultaneous
influence of the two independent variables. By means of natural observation, we
picked purposively from officially approved print advertising published in Taiwan.
In this research, we took a total of 297 award-winning pieces spanning 2005~2007 in
commodity class for print category of Advertising Golden Award, the longest in history
and most prestigious advertising event in Taiwan, as our analysis samples. After our
observation and analysis of the samples, we found that (a) “product for living demand
categories?and “emotion levels of text and image?are important design properties of
print advertising. In “product for living demand categories? products are categorized as
handy, optional, and special, according to consumers?demand level in their daily life;
“emotion levels of text and image?include high emotion, derived from emotional image
plus emotional text; medium emotion, derived from perceptual image plus rational text
or rational image plus emotional text; and low emotion, derived from rational image plus
rational text. (b) Expression techniques of handy products in emotion level: high emotion
is in the majority (32.3%), medium emotion in the second (7.4%), and low emotion in the
last (1%); those of optional products compared in emotion level: high emotion (21.2%)
> medium emotion(15.8%) > low emotion (1%); and those of special products compared
in emotion level: high emotion (13.4%) > medium emotion(4%) > low emotion (0.3%).
(c) An inference from sample analysis shows that purchase of handy products takes little
strength and few risks, and less attention is paid to rational information. Therefore, high
emotion level (perceptual image + perceptual text) is a frequently used technique of
expression for handy products. In addition, special products, with their unique style and
meaning, are often connected with the special meaning by highly emotional design of
image and text in print advertising. In terms of optional products, the consumer needs
to make comparisons in product quality, prices, patterns, and appearance. Besides the
highly emotional design of image and text, the medium emotional design (perceptual
image + rational text / rational image + perceptual text) that lies between perceptual
and rational is often used to touch consumers. (d) The survey on emotion categories
is in progress. In terms of visual design for different products in print advertising, this
research is expected to provide with its results a useful reference for workers engaged
in advertising.

Keywords: emotional print advertising, design of print advertising

150 Day 2 | Poster session

 Poster session 2

(177) A conceptual framework for impressions elicited in

human-product interaction
Design for meaning and design for emotion
VERGARA Margarita, Universitat Jaume I, Spain
AGOST María-Jesús, Universitat Jaume I, Spain
Affective design and human-product interaction are multidisciplinary fields. They have
been dealt from different approaches and, as a consequence, a variety of concepts and
terms, aimed at different objectives, have emerged. This article proposes a conceptual
framework that establishes the main elements in human-product interaction, and
relations that occur between them. Drawing a distinction between descriptors applied
to the product (assignment of meaning) or the person (elicitation of emotions) provides
a definition of the families that are emerging in design, namely, Design for Meaning and
Design for Emotion. Some other aspects have also been taken into account, such as the
consideration of the design process as a key moment for the study of impressions or
the existence of different types of people, who may generate similar impressions inside
a particular group, depending on their environment or reference criteria. The main
purpose of the framework is to serve as a basis for developing a practical tool that can be
used to study subjective impressions in product design.

Keywords: Design for Meaning, Design for Emotion, Conceptual framework for
Impressions in human-product interaction

Day 2 | Poster session 151

Poster session 2

(98) Reproducibility of KANSEI Property of Textile Fabric

A case study of high-end silk fabric
KAKUTA Maki, Graduate School of Shinshu University, Japan
TAKATERA Masayuki, Shinshu University, Japan
YANAGIDA Yoshiko, Bunka Women’s University, Japan
IKEDA Kazuko, Bunka Women’s University, Japan
OTANI Tsuyoshi, Shinshu University, Japan
Reproducibility of KANSEI property for textile fabric was investigated by reverse
engineering. Producer’s KANSEI in manufacturing process was also considered. Silk woven
fabric of luxury brand apparel was selected as an original sample and the specifications
were inspected. Japanese manufacturers made an experimental fabric from raw silk
to finishing processing according to the specifications observed the original fabric. The
specifications of experimental fabric were inspected and those physical properties
were measured. Those results were compared with the original fabric. Carrying out
sensory evaluation test about fabric hand, the hand of both fabrics was investigated.
In addition, we tried to find the reason of different handle with physical properties.
Sensory evaluation test was carried out by paired comparison test for the original and
experimental fabrics. As a result of sensory evaluation test, a grasping sense for both
fabrics was almost the same but senses of surface roughness and stretchy were different.
Even if the specifications were given to manufactures, it was difficult to manufacture
a fabric with the same hand. Comparing experimental fabrics after dyeing process to
experimental fabric before dyeing process, senses of grasp and stretchy were different.
It may be conceivable that dyeing and finishing processes affected to the handle. The
results of sensory test on fabric hand between the original and experimental fabric
were different and the reason could be that fabric handle depended on manufacturer’s
discretion in the manufacturing process (manufacturer’s KANSEI) which was not appeared
in specifications such as applied tension of warp yarn in weaving and time for dyeing and
finishing processes.

Keywords: Apparel, Evaluation, Physical measurement, Sense measurement, Touch

152 Day 2 | Poster session

 Poster session 2

(506) Development and Evaluation for the Japan Brand Okawa

Furniture ‘Sajica’ Design
A Study on Construction of Quality Chart Evaluation /
Diagnostic System
MORITA Yoshitsugu, Faculty of Design, Kyushu University, Japan
SOGABE Haruka, Faculty of Design, Kyushu University, Japan
ISHIBASHI Shinsuke, Faculty of Design, Kyushu University, Japan
The evaluation experiment that used the Quality Chart was executed in Japan and
Europe for furniture brand ‘SAJICA’. It has been understood that the Japanese is doing
a low evaluation as a natural oppositely thing and an old-fashioned thing while people
in Europe are doing a high evaluation to a traditional material and the shape of Japan
when the evaluation tendencies to Japan and Europe were compared. Moreover, the part
where it was felt that it seemed to be Japan was slightly different, and the difference of
the image to ‘Japan (Wa)’ was able to be seen. In addition, three series of SAJICA were
compared, and the difference of the tendency to the evaluation by the feature of the
series was considered.

Keywords: Furniture Design, Design Evaluation, Regional Gap

Day 2 | Poster session 153

Poster session 2

(508) Effects of Commercial Message Content Exposure on

Audience Impressions
HASEGAWA Hiroshi, Utsunomiya University, Japan
SATO Mie, Utsunomiya University, Japan
KASUGA Masao, Utsunomiya University, Japan
NAGAO Yoshihide, Dentsu Inc., Japan
SHONO Toru, Dentsu Inc., Japan
NOROSE Yuka, Dentsu Inc., Japan
OKU Ritsuya, Dentsu Inc., Japan
NOGAMI Akira, Dentsu Inc., Japan
MIYAZAWA Yoshitaka, Dentsu Inc., Japan
This study investigated effects of listening and/or watching commercial-messages (CMs)
on audience impressions. We carried out experiments of TV advertisements presentation
in conditions of audio only, video only, and audio-video. As results, we confirmed the
following two effects: image-multiple effect, that is, the audience brings to mind various
images that are not directly expressed in the content, and marking-up effect, that is, the
audience concentrates on some images that are directly expressed in the content. The
image-multiple effect, in particular, strongly appeared under the audio only condition.
Next, we investigated changes in the following seven subjective responses; usage image,
experience, familiarity, exclusiveness, feeling at home, affection, and willingness to buy,
after exposure to advertisements under conditions of audio only and audio-video. As a
result, noting that the image-multiple effect became stronger as the evaluation scores of
the responses increased.

Keywords: Commercial message content, Audio media, Video media, Advertisement

154 Day 2 | Poster session

 Poster session 2

(197) The evaluation of the text design for the digital signage
using electronic paper
TAKAHASHI Shihomi, Chiba University, Japan
HISHINUMA Takashi, Chiba University, Japan
MASUDA Takuya, Chiba University, Japan
KOYAMA Shinichi, Chiba University, Japan
HIBINO Haruo, Chiba University, Japan
We examined the readability of Japanese text presented on a large electronic-paper
display (font size: 48mm * 48mm), which is expected to be used as digital signage in
public space. First, the appropriate line and character spacing was examined using the
method of paired comparison. We changed the spacing between the lines or characters
(100%, 75%, 50%, 25%, and 0% of the character size) and asked the participants to
evaluate the readability of the text on the electronic paper. The results showed that
the horizontally-written text on the electronic paper was the most readable when the
line spacing was 50% or 75% of the character size and the character spacing was 25%.
The vertically-written text was most readable with 50% or 75% line spacing and 0% or
25% character spacing. Secondly, we conducted an experiment in order to estimate
the appropriate display duration. The participants were asked to read 240 characters,
which were written horizontally or vertically on the electronic paper, at a comfortable
speed. The results revealed that the participants read approximately 8 or 9 characters
per second, in both the horizontally and vertically written text. Finally, we compared the
readability of the text between the display media (paper, LCD, and electronic paper), and
our preliminary results suggested no significant difference between them. We proposed
a text design for digital signage using electronic paper on the basis of our empirical data.

Keywords: Electronic paper, readability, text design, visual search

Day 2 | Poster session 155

Poster session 2

(518) The design of a communication media that transmits a

favor
OGASAWARA Naohito, Iwate Prefectural University, Japan, Japan
SATO Kiwamu, Iwate Prefectural University, Japan, Japan
NUNOKAWA Hiroshi, Iwate Prefectural University, Japan, Japan
It is known that in communication, feelings and emotions are better conveyed through
non-verbal communication. And it is thought that the role played by non-verbal
communication in maintaining and forming interpersonal relationship is a big one. This
paper suggested and designed a communication media that can smoothly perform a
communication aiming at forming and maintaining interpersonal relationship by the fact
that interpersonal good will such as concern about the other person is communicated
easily using non-verbal metaphor called look.

Keywords: Inter personal communication, Nonverbal communication, Gaze

communication

156 Day 2 | Poster session

 Poster session 2

(54) Influence of Clothing Pressure by Waist Belts on Brain

Activity
Brain Activity on Difference of Perception Modality of Clothing
Pressure by Waist Belt: Influence of Information from Visual
Perception
KAMIJO Masayoshi, Shinshu University, Japan
UEMAE Tomohiro, Shinshu University, Japan
KWON Euichul, Shinshu University, Japan
HORIBA Yosuke, Shinshu University, Japan
YOSHIDA Hiroaki, Shinshu University, Japan
MORISHIMA Mika, Gifu City Women’s College, Japan
The purpose of our study is to construct the method for the evaluation of the influence of
the clothing pressure on the human body by measuring the brain activity in the state of
perceiving to fasten the waist belt. It is perceivable to tighten the waist belt by the somatic
perception and the visual perception. The condition of brain activity resulting from
pressure exerted on the abdomen by waist belts was evaluated by electroencephalogram
(EEG) measurement. We investigated the possibility of estimating psychological and
physiological stress arising from waist belts in clothing based on EEG measurements.
There are many studies to the effect that pressure on the abdomen exerted by clothing
is not desirable; however there is hardly any research on the relation between pressure
exerted by clothing and brain activity. Moreover there is hardly any research describing
the mutual relationships between the following three things: pressure exerted by
clothing, feelings of clothing comfort and physiological response. In this study, electrodes
were fixed to the scalp and EEG was measured for states of abdomen pressure and non-
pressure as exerted by waist belts, with eyes open and with eyes closed. Additionally,
sensory tests for sensations of tightness, arousal, and feelings of comfort were carried
out. Frequency analysis of measured EEG data was carried out and brain activity as
reflected in the intensity of alpha waves under the conditions of pressure exerted by
waist belts was evaluated.

Keywords: Clothing comfort, Clothing pressure, Brain activity, Stress, Autonomic nerve

Day 2 | Poster session 157

Poster session 2

(265) Applying Kansei Engineering on the e-commerce web of

3C product
WANG Kun-Chieh, Ling Tung University, Taiwan
WANG Tsui-Lan, Ling Tung University, Taiwan
Due to the impact of the global economic downturn, developing new business
opportunities by using e-commerce to save the cost of access and advertising becomes
an important issue. In order to correctly catch the customer’s demands and reduce
the risk of developing new websites, this study aims to propose an interface design
prediction methodology based on the integration of Kansei Engineering (KE), Rough Set
Theory (RST), and Linear Regression (LR). First of all, we collect and reduce websites of 3C
product and Kansei words by the MDS and K-means clustering methods. Secondly, we get
six interface elements of the web page: page width, font color, product image size , font
size, area of blank space, layout of columns, and four pairs of Kansei words: complicated-
simple, friendly-unfriendly, fashionable-unfashionable, amazing-plain. Thirdly, through
the application of the RST, we find out the significance sequence of interface elements
on Kansei words. Then a mapping relationship between Kansei words and interface
elements via the LR Scheme is established. Finally, we combine the mapping result
with database technology to develop a user-friendly interface design expert system to
help web designers to work more quickly and efficiently, at the same time, meet the
customer’s preferences more accurately.

Keywords: Kansei Engineering, User Interface Design, Rough Set Theory, Multiple
Linear Regression Analysis

158 Day 2 | Poster session

 Poster session 2

(237) The Difficulties of Using Kansei Engineering Method in

Iran
SHAFIEYOUN Zhabiz, Tabriz Islamic Art University, Iran
KOLEINI MAMAGHANI Nasser, Iran University of Science and
Technology, Iran
JAHANBAKHSH Saeed, Tabriz University, Iran
Kansei Engineering (KE) is not well-known in Iran. This study presents a pioneer work in
Iran using KE to design a desk for art students and addresses the difficulties faced during
this project. KE type I was used because it was compatible with available resources and
its required training was straight forward considering unfamiliarity with KE in Iran. Forty
study participants were chosen from undergraduate art students at Tabriz Art University,
Iran. Firstly, 33 words were chosen from a pool of selected 356 words describing
characteristics of product personality. Then, 10 types of desk were chosen in the same
size and angels that were different in term of the feeling that they evoke. As the next step,
a questionnaire was prepared (Semantic Differential (SD) method) using the selected
words and images of the selected desks. The questionnaire was distributed among
study participants asking them to explain about colors, forms and qualities of models.
Separately, 15 designers were asked to virtually design a suitable desk for art students
and accordingly answer the questionnaire. Four desks were chosen from the samples
according to the analysis of answers to the questionnaire. The characteristics of these
four desks together with extracted words through factor analysis of questionnaires were
then used to design three new desks. A new questionnaire was prepared using these
three desks and submitted to the study participants of whom 30 persons responded.
The final desk was designed by analysis of the answers to the final questionnaires.
During this study, we faced to the following difficulties: 1- Lack of knowledge about KE
in Iran, limiting designers to design for specific target groups (i.e. art students); 2- Long
delay in answering to the first section questionnaire; 3- Unfamiliarity with SD method;
4- Difficulty of study participants in relating the images to the words 5- Unfamiliarity
with product personality; Adopting KE to Iranian culture would assist Iranian designers to
achieve suitable results. To use KE in Iran, it is therefore recommendable to reduce the
number of questions in questionnaire, training of study participants about SD method
and product personality, and use of product itself instead of their images.

Keywords: Kansei Engineering, Product Design, Emotional Design, Semantic

Differential method

Day 2 | Poster session 159

Poster session 2

(209) Visual Image Analysis in Form of Chinese Ming Dynasty

Armchair
TIEN-LI Chen, TienLi Chen, Taiwan
LIAO WeiTing, WeiTing Liao, Taiwan
Furniture is one of the vital products in the daily life of human. It can react the life
environment, social background, economical situation, and living custom. China history
is continuous to today, due to the difference of history background, social environment,
and economical situation in each dynasty, the form and style have great characteristics.
During the Tang Dynasty of China, the function of chair changes from ground-sitting
to chair-sitting. The form of furniture peaked until Ming and Ching Dynasty. The Ming
furniture had become one of the classical Chinese furniture, for instance, Rose Chair,
Official Hat Armchair, Round Chair; Horseshoe Folding Chair etc. which contain plentiful
Chinese culture and philosophy significance. The research is aimed to explore the
psychology perception of different armchairs. There are five represent sample chairs.
Research approach mainly uses context analysis and questionnaire survey. The process
of the research firstly, deconstruction the form characteristics of armchair by the context
analysis. Secondly, do the armchair perception survey of form characteristics. Finally,
judge the degree of the perception by the calculation. The expected results could provide
the reference of design the furniture to designers, and the standard of purchase the
furniture to consumers.

Keywords: Ming-style furniture, armchair, visual image

160 Day 2 | Poster session

 Poster session 2

(210) Visual Image Analysis of Sections of Wooden Materials-

an example by merchantable broad-leaved tree grown in
Taiwan
TIEN-LI Chen, National Taipei University of Technology, Taiwan
KUAN-YU Ji, National Taipei University of Technology, Taiwan
HUNG-CHENG Tsai, National Kaohsiung First University of Science and
Technology, Taiwan
This research aims at the factor of composing that the visual image of sections of
merchantable broad-leaved tree grown in Taiwan. Via 23 kinds of merchantable timber
which offered by Taiwan forestry research institute. Research approach is using the
Semantic Differential survey to probe into consumers?physical experiences to wooden
material. Retrieve 72 parts of valid questionnaire altogether.The methods of calculation
are Average,One-Sample T Test and Independent-Samples T Test. Its result of study
reveals:(1)The tangential section of Swietenia mahogoni has most quality, graceful and
exquisite feelings.(2) The radial section of Swietenia mahogoni has most warm, soft and
natural feelings.(3) Paulownia taiwaniana has most ordinary feeling.(4) Cassia siamea has
most vulgar, coarse feelings.(5) Actinodaphne nantoensis has most cold, stiff feelings.(6)
Cyclobalanopsis longinux has most artificial feelings.

Keywords: Wood Materials, Visual imagery, Semantic Differential Scale

Day 2 | Poster session 161

Poster session 2

(212) Intelligent Agents for Personalised Vehicle Configuration

BEKIARIS Evangelos, Centre For Research And Technology Hellas/
Hellenic Institute of Transport, Greece
SPANIDIS Pavlos, Centre For Research And Technology Hellas/Hellenic
Institute of Transport, Greece
GEMOU Maria, Centre For Research And Technology Hellas/Hellenic
Institute of Transport, Greece
This paper introduces the agent-based framework that exploits the results coming
from the Data Mining techniques implemented in the context of the CATER EU FP6
funded project (035030) [1], in order to facilitate mass customization of vehicles in
the automotive industry. CATER aimed to deploy intelligent agents and knowledge
management based N-Business systems, that will support modular personalisation of the
automotive products to the explicit and emotional needs and wants of the international
clients, as well as mass customisation of product fulfillment and flexibility of services to
meet the needs of customers, suppliers, sales, marketing and the concurrent engineering
team. Mass production practices manage to reduce manufacturing costs, however they
fail to sufficiently reflect personalised customer needs and demands to the final products.
The CATER agent-based framework aims to support the provision of more personalised
products to automotive industry customers, while preserving the advantages of mass
production. Today, only few automotive industries have deployed mass customization
systems in their product design and manufacturing processes. None of them combines
agents and Data Mining (DM) techniques for mass customisation of vehicles. The system
presented in this paper, proposes a mass customisation system, which applies a set of
DM techniques on data from automotive industry customer surveys aiming to generate a
set of business rules that associate the users’ preferences and affective needs to design
elements of vehicles, following the citarasa principles, that are finally extracted into a
business-logic component of an agent, representing the automotive industry and seeking
iteratively customers’ feedback [2].

Keywords: agents, vehicle personalisation, mass customisation

162 Day 2 | Poster session

 Poster session 2

(174) Study on the Evaluation Gaps between Japan and Europe

regarding Japanese Design Study on The Development of The
Design Evaluation and Diagnostic System
ISHIBASHI Shinsuke, Kyushu University, Japan
SOGABE Haruka, Kyushu University, Japan
MORITA Yoshitsugu, Kyushu University, Japan
This study conducted an evaluation experiment of furniture applying the Quality Chart,
which is a design evaluation and diagnostic tool whose development was uniquely
advanced, and conducted a workshop for the analysis and interpretation of the findings.
This evaluation experiment, which was conducted in Japan and Europe, evaluated several
products of the furniture brand SAJICA that was developed in collaboration between
Kyushu University and local companies. Analyses were conducted on the evaluation
gaps between Japan and Europe regarding Japanese design. In France, the evaluation
experiment was conducted at the site of an international furniture trade fair held
annually every January in Paris when SAJICA products were being exhibited. In Japan,
the evaluation was carried out at an exhibition of SAJICA products held in a busy public
space, with people showing an interest in SAJICA asked to take part in the experiment as
respondents. Results were obtained from 16 designers, 7 providers, and 86 end users. As
the result of having analyzed the evaluation data obtained, particularly large gaps were
found overall between Japan and Europe in criteria regarding aesthetics and flexibility,
novelty, and product image. Furthermore, when a comparison was made between regions
with the subjects subdivided into three groups designers, consignors, and receivers
distinctive characteristics gaps were found between each group. There were gaps in many
criteria between the three groups regarding storage racks in particular, with European
evaluations being higher in all the criteria. More specifically, European evaluations
were higher in questions regarding aesthetics, adaptability to lifestyles, and purchase
motivations, with particularly large gaps between consignors. As a result of analyses,
points of view regarding products were found to be different greatly between consignors,
with European evaluations generally high. Whereas Japan attaches great importance
to functionality, Europe puts the emphasis on aesthetics. Next, interpreting the factors
in evaluation gaps by means of a workshop was conducted using the findings of the
analysis. Based on the data and graphs from the findings of the analysis, the participating
professional designers (divided into groups) lead the workshop in a discussion style citing
the factors generating the gaps and presenting their results. As a result, four major gap
factors were isolated between Japan and Europe: differences in the understanding of the
Japanese concept of Wa (Japanese style), differences in temperament (national traits),
differences in the perception and value toward furniture, and differences in lifestyles.
These findings will be examined more thoroughly in the future. However, at the same
time, a research analysis of the effects and benefits of the evaluation and diagnostic
findings on the actual design process will be conducted, and a study towards practical
application will be advanced.

Keywords: Furniture Design, Design Evaluation, Regional Gap

Day 2 | Poster session 163

Poster session 2

(68) Interactive Therapy System Design for Children with

Autistic Spectrum Disorders
CHOI Min Young, Sungshin Women’s University, Korea
LIM Chang Young, KAIST, Korea
Children with autistic spectrum disorders (ASDs) experience difficulties in accessing
medical treatment to help them develop specific social and communication skills because
of lack of public welfare institutions, facilities, and system and government support.
In particular, few children can access such treatment and the existing single-therapist
clinics are inefficient with regard to cost and time. Therefore, new methods should be
studied for developing various products, services, and systems for autistic children.
This study discusses the potential use of an interactive design as assistive technology
for such children. We utilize the experience gained in the collaborative design of the
interactive therapy system (ITS). The key methods include a collaborative design with
rapid interactive prototyping, heuristic evaluation, user-centered process, VR technology,
tangible interface, and scenario-based contents. We applied these methods to the ITS
and proved the efficiency of interactive design as an assistive technology through clinical
experimentation.

Keywords: Autism, Interactive Design, Assistive Technology, Therapy

164 Day 2 | Poster session

 Fashion design - Chairperson: Brian HENSON

(361) Jewelry as Provocateur of Emotions

AHDE-DEAL Petra, Aalto University, Finland
This paper explores how emotions provoke wearing and possessing of jewelry. Emotions
act an important role in the individual’s mores, customs and habits with their sensitivity of
jewelry. This paper illustrates jewelry provoking emotions from the possessor’s individual
past and from their family histories. Jewelry is often possessed by many generations in
the families and due to their long biographies various memories are often attached to
jewelry.

Keywords: emotions, design, jewelry, narrative data, design probes

Day 2 | Session 4 | Amphitéâtre | Presentation 1 165

Fashion design - Chairperson: Brian HENSON

(107) Device to Measure Three-diimensional Compression

Property for Surface KANSEI of Pile Materials
FUJIMOTO Takako, Hokkaido University of Education, Japan
MURATA Choji, Kato Tech Co.,LTD, Japan
FUKUYAMA Hiroaki, Kato Tech Co.,LTD, Japan
ASANO ChieMuraki, Yasuda Women’s University, Japan
Objective evaluation of woven/kitted fabrics with normal thickness has been completed
for their KANSEI, applying handle values calculated from mechanical properties since
1970. KES (Kawabata Evaluation System) testing instruments for fabrics were developed
at the same time [1]. For the research on KANSEI of rather thick materials like pile
fabrics, carpets, natural and fake furs, handle touch is very important and becomes a first
step for the evaluation. Although it is so important that the KANSEI by the first touch/
vision becomes the first impression and forms the basis of the objective evaluation,
the development of measurement of the frictional and compression behavior has
been left. In this paper, porous materials of various kinds including piles and furs are
investigated for the compression properties in relation to the coefficient of kinetic friction
[2,3]. For the measurement of the compression property, the special testing machine
with full equipment of 3D-compression stresses is used. On the other hand the sensory
test is carried out for surface feeling of the same samples in the mechanical property
measurement test by 32 subjects. Results involved in human touch sense are discussed
the interrelationship with surface and compression mechanical properties.

Keywords: objective evaluation, pile materials, sensory test, 3D compression property,

special testing machine

166 Day 2 | Session 4 | Amphitéâtre | Presentation 2

 Fashion design - Chairperson: Brian HENSON

(86) The Influence of Sweat Absorbent Liners on Helmet

Comfort and Comparison with Fabric Hand
KWON Euichul, Shinshu University, Japan
KAMIJO Masayoshi, Shinshu University, Japan
TAKATERA Masayuki, Shinshu University, Japan
The prime purpose of a safety helmet is to protect the head against occupational hazards.
However, a comfortable and ergonomic design is an important requirement in order for a
helmet to be accepted by its users. We have proposed that the design and manufacture
of a sweat absorbent Liners (SAL) is necessary for the creation of a comfortable helmet.
The purpose of this study is to clarify the relationship between helmet comfort and the
physical properties of the SAL, and to compare forehead feel with hand feel. Sensory test
using the semantic differential (SD) method was carried out in order to evaluate fabric
hand and helmet comfort, and adjective pairs to describe the surface touch, thermal
sense, and absorbency were prepared as evaluation terms. Test subjects were asked
to exercise on a bicycle type ergometer until perspiration while wearing a helmet with
the SAL. Sensory tests with seven scales using the SD method were carried out in order
to evaluate helmet comfort. This test was evaluated at four stages; before exercise, at
initial perspiration, at maximum perspiration, and after a break. A helmet comfort rating
evaluation of 0 to 5 points was assigned to the helmet. The physical properties of the SAL
fabrics were measured by KES and JIS testing methods: surface properties, compression
properties, warm/cool touch, and absorbency. As a result of correlation analysis between
the sensory tests and the helmet comfort evaluations, we were able to determine that
the ‘gentle on skin’ and ‘smooth’ feels are related to helmet comfort, and also that
the ‘smooth’ feel of a helmet can be predicted using a fabric hand test, as evaluations
were consistent regardless of the level of wetness or contacted regions. Surface friction
properties and absorbency correlated strongly with helmet comfort. Therefore, the SAL
is able to create a comfortable helmet by optimizing the surface roughness properties
and absorbency. However, we have summarized that it is difficult to improve the thermal
comfort of the helmet through changes to its physical properties.

Keywords: helmet comfort, safety helmet, sweat absorbent liner, sensory test

Day 2 | Session 4 | Amphitéâtre | Presentation 3 167

Fashion design - Chairperson: Brian HENSON

(180) Assessment of visual impression of fabrics with curved

surfaces
ASANO Chie Muraki, Yasuda Women’s University, Japan
MURAKAMI Machiko, Gifu City Women’s College, Japan
FUJIMOTO Takako, Hokkaido University of Education, Japan
When a sample fabric is tested for the assessment of visual impressions, a flattened fabric
is mostly used with a fixed distance from the respondents. However, the visual impressions
of respondents to the flattened fabrics often vary with the conditions of lighting-angle,
brightness, and the viewing angle to fabric. Moreover, the visual impressions assessed in
practical forms differ from the visual impressions of the flattened fabrics. These problems
are often pointed out because, in reality, fabric is hardly used in a flattened state. In
this research, a novel technique is proposed and simple/lucid equipment is developed in
order to enable a sample fabric to simulate the visual impressions of the fabric used in a
practical scene. The method allows respondents to evaluate the complex impressions of
fabric in three-dimensional vision even though the sample fabrics, which sizes are only
20 centimeter squared, are used in the sensory test. In our previous studies, the image
features were extracted from the fabric images captured in flattened state in order to
describe the relation between these image features and human’s visual impressions. A
few methods for relating the assessment of fabrics’ visual impressions using the new
equipment to the quantified image features of the fabrics captured in various illumination
conditions are proposed. Furthermore, this research shows that the new method and
the simple equipment enable us to develop the assessing method for complicated visual
impression of fabric that usually forms unstable shape in actual space.

Keywords: Apparel, Sensory test, Visual impression, Fabric assessment, Multivariable

analysis

168 Day 2 | Session 4 | Amphitéâtre | Presentation 4

 Fashion design - Chairperson: Brian HENSON

(151) Contribution to the mapping of customer’s requirements

and process parameters
KONGPRASERT Nattapong, University of Grenoble (Grenoble INP),
France
BRISSAUD Daniel, University of Grenoble (Grenoble INP), France
BOUCHARD Carole, Arts et Métiers ParisTech, France
AOUSSAT Ameziane, Arts et Métiers ParisTech, France
BUTDEE Suthep, King Mongkut’s University of Technology North
Bangkok, Thailand
This study proposed a decision method to help designers and engineers select
manufacturing process that ensured to meet customer’s requirements. It has intended
to make a decision on manufacturing parameters such as quality, time, cost and
environmental impact. The decision method was structured by a matrix. It was used to
evaluate the relationship matrix between the manufacturing process of each product
attributes and all the manufacturing parameters. The method was in 2 steps. The first
was to create the matrix. The second was to support how to use the matrix to make a
decision and select manufacturing process. Results from the matrix can be used to guide
for selecting manufacturing process that is corresponding to customer’s requirements.

Keywords: Customer’s requirements, Manufacturing process, Environmental impact,

Leather goods

Day 2 | Session 4 | Amphitéâtre | Presentation 5 169

Interaction - Chairperson: Oscar TOMICO

(279) The Influence of Illustrative Style of Icon Design on

Usability and Aesthetics
GUAN Shing-Sheng, National Yunlin University of Science, Taiwan
HSIEH Cheng-Hsun, Southern Taiwan University, Taiwan
TUNG Ting-Chun, Southern Taiwan University, Taiwan
After the previous study on the illustrative style of icon design, we found that the
combination of different design features of icon will bring the different emotional effects
to users. The next topic is how to implement our results to the interface design with
other devices and confirming the influence of positive emotion which is relative to
specific design feature between the user’s evaluation of usability and aesthetics. For the
purpose of verification, we choose a common interface of ATM in Taiwan as a target and
consulted ten professional interface designers with questionnaire by Delphi method. We
asked the professional designers to select half of the emotional words which were well
suited to the interface design of ATM by their subjective judgment every times. At the
beginning, twenty-four words are prepared. After sending email to and fro three times,
we reduce the twenty-four words to two words- technical and stable. Then, according
to the results of our previous study, we use six illustrative styles such as square-frame,
plane-shadow, non-perspective, sharp-emboss, transparent material, and red color to
redesign the icon used in the interface of ATM. Users are asked to execute some simple
tasks like withdrawal, transferring account and changing password with the original
one and the redesigned interface of ATM. After the task, users will make evaluation on
usability and aesthetics with Likert scale method. The results from the evaluation will
help us to explain users?satisfaction and pleasant interaction experience and how they
influence the usability.

Keywords: Icon, Style, Usability, Aesthetics

170 Day 2 | Session 4 | Room A | Presentation 1

 Interaction - Chairperson: Oscar TOMICO

(317) KANSEI to Subtle Finger Movements to Know Referential

Intentions of Other People
Comparison of Dominant and Non-Dominant Hand
Movements
KOBAYASHI Harumi, Tokyo Denki University, Japan
YASUDA Tstsuya, Tokyo Denki University, Japan
This study investigated the effect of adults’ pointing with a circular motion on children’s
interpretation of the gesture and learning novel part names of unfamiliar objects. The
participants were 2-year-olds, 4-year-olds and adults. In the experiment, an experimenter
pointed while moving her finger with a circular motion around an object part and named
a part of an unfamiliar object. The experimenter moved her finger touching the object
part or moved her finger with seven centimeters distance from it. She also used either
her dominant hand or non-dominant hand in pointing the objects. The participants were
asked to make inferences about novel part names. The results show that the participants
of all ages learned more part names when object parts were pointed with touching
than when they were pointed without touching. 4-year-olds and adults focused on an
object part more if the experimenter pointed it with her non-dominant hand. Adults and
4-year-olds seem to be sensitive to subtle non-smooth movement of a pointing finger
and they may feel such movement is a result of a special effort of pointing something. The
study suggests that humans have KANSEI to subtle finger movements to know specific
intentions of others.

Keywords: Referential Intentions, Gesture, Pointing With a Circular Motion, Dominant

Hand

Day 2 | Session 4 | Room A | Presentation 2 171

Interaction - Chairperson: Oscar TOMICO

(534) A Study of Physical Exercise Using the Nintendo DS

MASUI Youko, Tokyo Future University, Japan
BAN Hiromi, Tokyo Future University, Japan
The DS was released for sale in countries around the world starting in 2004, and by March
2009, it was announced that total sales had topped 100 million units, an all-time first
for a home video game console. It was announced that sales in Japan had topped 25
million as of January 2009. Additionally, according to a June 2008 study by Benesse, the
DS ownership ratio among elementary and junior high school students was over 80%,
with four out of every five students of such age owning one. The time 5th to 9th graders
spend playing video and hand-held games on school days is at approximately 40 to 50
minutes for boys and roughly 21 to 25 minutes for girls. It is clear that the DS has firmly
rooted itself in young people’s daily lives. It is not unusual to see a group of children
who, having gathered together with their DSs, are completely absorbed in their games
and barely conversing with each other. Fundamentally, people have believed that their
children were playing outside dynamically and with physical movement, and it is hard to
accept that they are just standing around in the park playing their video games. Be that
as it may, in order for children to remain viable in our advanced information society, it is
also important that they do acquire media literacy.

Keywords: DS, Physical Exercise

172 Day 2 | Session 4 | Room A | Presentation 3

 Interaction - Chairperson: Oscar TOMICO

(139) Study on Children’s Preference for Auditory and Visual

Social Cues During Interaction with Computers
TUNG Fang-Wu, National United University, Taiwan
DENG Yi-Shin, National Chiao Tung University, Taiwan
CHEN Kuen-Meau, National United University, Taiwan
This study aims at enhancing the sociability of instructional media by adding auditory and
visual social cues to engage children’s attention in e-learning environments. The social
cues used in the study are speech and facial expressions, both of which are essential in
interpersonal communication. A quasi experiment was conducted to explore how the
rendering of these two social cues affects children’s attitudes toward computers and their
motivation as they participate in e-learning environments. A total of 40 girls and 46 boys
participated in the study. Data were collected via a questionnaire that probed into the
perceived social presence, similar attraction toward computers, and intrinsic motivation.
The results demonstrate children’s preference for speech in auditory modality over
facial expressions in visual modality. It is found that speech is more capable of eliciting
children’s social perception and motivating them in learning activities. Speech feedback
works better than facial-expression feedback in enabling children to feel stronger
social presence and yield similar attraction to computers, as well as in stimulating their
motivation. The findings may help designers in choosing between social cues of speech
and facial expressions for creating more sociable interfaces for children.

Keywords: Social Cue,Interface design, Speech, Facial Expression, Child

Day 2 | Session 4 | Room A | Presentation 4 173

Interaction - Chairperson: Oscar TOMICO

(351) Using Emotional Interactions for Visual Navigation Task

Learning
BOUCENNA Sofiane, ETIS, CNRS UMR 8051, ENSEA, Univ Cergy-
Pontoise, France
HASSON Cyril, ETIS, CNRS UMR 8051, ENSEA, Univ Cergy-Pontoise,
France
GAUSSIER Philippe, ETIS, CNRS UMR 8051, ENSEA, Univ Cergy-
Pontoise, France
HAFEMEISTER Laurence, ETIS, CNRS UMR 8051, ENSEA, Univ Cergy-
Pontoise, France
The aim of this study is to show how robots learning could be easier and accessible to
non experts if it relies on emotional interactions, more precisely on social referencing
abilities, rather than on specialized supervised learning technics. To test this idea, we
coupled two systems : a robotic head able to learn to recognize and imitate emotional
facial expressions and a mobile robot able to learn autonomous visual navigation tasks
in a real environment. Two possible solutions for coupling these two systems are tested.
First, the emotional interactions are used to qualify the robot’s behavior. The robot
shows its ability to learn how to reach a goal-place of its environment using emotional
interaction signal from the experimentator. These signals are giving the robot information
about the quality of its behavior and allow it to learn place-actions associations to
construct an attraction basin around the goal-place. Second, the emotional interactions
are used to qualify the robot’s immediat environment. The robot shows its ability to learn
how to avoid a place of its environment by associating it with the experimentator’s anger
facial expression. The first strategy allows the experimentator to teach the robot to reach
a specific place from anywhere in its environment. However, this strategy takes more
learning time than the second strategy that is very fast but seems to be inappropriate
to learn to reach a place instead of avoiding it. While these two different strategies
achieve satisfactory results, there is no reason why they should be mutually exclusive. In
conclusion, we discuss the coupling of both type of learning. Our results also show that
relying on the natural expertise of humans in recognizing and expressing emotions is a
very promising approach to human-robot interactions. Furthermore, our approach can
provide new interesting insights about how, in their early age, humans can develop high
level social referencing capabilities from low level sensorimotors dynamics.

Keywords: Emotionnal interactions, interactive learning, autonomous robotics

174 Day 2 | Session 4 | Room A | Presentation 5

 Kansei and music - Chairperson: Antonio CAMURRI

(426) Looking for common traits between musical and physical

gestures
CANAZZA Sergio, University of Padova, Italy
DE POLI Giovanni, University of Padova, Italy
RODÀ Antonio, University of Udine, Italy
This paper investigates the relations between music contents and other non-verbal ways
of expression. In particular, the idea that music is, among other things, a performing art
and it is composed by what we commonly call musical gestures, suggested us to study
if and how some aspects of music expression can be associated with the properties of
a physical gesture. An experiment was carried out in order to verify whether subjects
are able to associate musical excerpts with physical properties, such as elasticity, inertia,
and friction, represented by means of a set of computer generated haptic stimuli. The
comparison with a previous study on the affective response to the same set of excerpts
allows us to point out relations among the physical, the musical, and the affective
domains.

Keywords: Expressive information processing, Musical and physical gestures, Audio

analysis, Perceptual analysis

Day 2 | Session 4 | Room B | Presentation 1 175

Kansei and music - Chairperson: Antonio CAMURRI

(280) Gestural Interface to Explore Audio Libraries and

Enhance Musical Experience
HAYAFUCHI Kouki, University of Tsukuba, Japan
SUZUKI Kenji, University of Tsukuba, Japan
In recent years, through the spread of portable digital music players and music distribution
sites, the amount of musical information available has increased. This enables us to
control, select, and listen to a great number of songs even in our hands. Therefore, the
load of music retrieval and database manipulation that falls to the user when listening
to music is growing. Under such circumstances, a system that can provide a more
comfortable information control is required. In this paper, we propose an interface that
enables a smooth music selection while listening to music. This is a system that explores
music by feeling, using the user’s body movement in real time with the intention to
control the sound and song. Especially, it aims to support the seamless selection of the
music the user wants to listen to at the time, without specific data retrieval but rather
following the user vague musings. The user can switch the tracks s/he listens to one after
another by doing a swishing motion in the air. The intuitive operation and the selection of
music are enabled by making a groping movement. Furthermore, the developed system
makes us enjoy these operations themselves by using several gestures while listening to
music. We have been developing a music exploration system through a glove-like device,
which the user wears with one or both hands. The system is composed of the glove-
like device for gesture recognition and a PC for processing and speakers. An acceleration
sensor and several bend displacement sensors are installed in the glove-like device, and
the sensor data is transmitted to the PC for processing through Bluetooth. Max/MSP was
used for the control of the sound. Audio signals and music tracks can be manipulated
by the user wearing the device and doing the appropriate gestures based on gesture
recognition. Concretely, the user can enjoy basic play operations, sound operations like
scratching, and switch operations of continuous music by shaking or swinging the arm.
Using the wearable device, it was possible to achieve a compact system configuration
and to develop a stand-alone device instead of leaving the load of installation to the
user. The developed system allows us to explore and change music while incorporating
the control of music that DJs enjoy in addition to sound control. This presents an easy to
operate system that uses body motion and provides a method of listening to new music.
It also aims to create an emotional and affecting musical interaction, and will provide a
better method of listening to music. In this paper, the proposed technique for sound and
music control is first explained. Next, the device and the system that was developed are
described. Afterwards reports of an operation experiment by the system that mounts the
device, the conclusion and considerations of the present study are described.

Keywords: Music technology, Gesture recognition, Wearable Interface

176 Day 2 | Session 4 | Room B | Presentation 2

 Kansei and music - Chairperson: Antonio CAMURRI

(431) Active music experience using mobile phones

MANCINI Maurizio, University of Genova, Italy
CAMURRI Antonio, University of Genova, Italy
VARNI Giovanna, University of Genova, Italy
VOLPE Gualtiero, University of Genova, Italy
This paper describes novel forms of social interaction based on music and gesture, with
a special focus on Kansei aspects such as real-time analysis and processing of non-verbal
expressive, emotional content conveyed by human full-body movement and gesture. The
application scenario is active listening of music using mobile phones and a networked
end-to-end research platform developed in the framework of the FP7 EU- ICT Project
SAME (www.sameproject.eu). Active listening is the basic concept for developing
interactive music systems which are particularly addressed to a public of beginners, naïve,
and inexperienced users. User non-verbal behavior and gesture are measured to modify
in real-time music content: for example, mobile phones are used to detect the movement
of the user, to activate and control the music sections; or users move rhythmically and the
phase synchronization extracted from their gesture drives the orchestration and rendering
of a pre-recorded music. At a higher (Kansei) level, user gestures are analyzed in order
to extract their expressive, emotional content. Such information is used to affect in real-
time the emotional content of music e.g., by exploring different expressive performances
of the same music piece (e.g., an intimate, an extrovert, a solemn, and an angry one). We
describe two applications based on active listening developed in SAME and presented
at the Agora Festival 2009 in Paris. The first one is called “Mobile Orchestra Explorer”.
The user stands in a room equipped with sound speakers, holding his mobile phone in
his hand. He can see on the display of the mobile a simple graphical representation of a
virtual orchestra, with icons showing the position of instruments/sections in the space. A
red cursor on the mobile display follows the user position in the orchestra space. The user
task consists of exploring this space to discover the music the instruments are playing.
By tilting the phone on the left-right or forward-backward, the user moves the red cursor
in the orchestra space: when the red cursor gets close to an instrumental section, the
user gradually listens to such section. When the user performs expressive gestures, music
expressive content is molded accordingly. For example, a harsh, abrupt gesture causes
the instrumental section to be “frightened” and a deformation of the sound is heard.
Recognition of different expressive contents causes exploration of different expressive
performances. The second application, called “Sync’n’Move” is a first example of shared
collaborative active music listening experience. Two users interact by freely moving their
mobile phones, which can be hold by hand or worn. An index of phase synchronization
is extracted from their gesture: every time the users are successful in being synchronized
the music orchestration and rendering is enhanced; in case of loose synchronization the
music gradually looses sections and rendering features. Such a synchronization index is a
preliminary step toward the analysis of subtler, Kansei aspects of social interaction, such
as empathy. We also present an evaluation study of the above applications based on data
collected with questionnaires filled up by participants attending the Agora Festival 2009.

Keywords: entrainment, synchronization, emotion, joint music activity, multimodal

interaction

Day 2 | Session 4 | Room B | Presentation 3 177

Kansei and music - Chairperson: Antonio CAMURRI

(532) Design of Auditory Processing and Subjective

Classification for Music
MURAKAMI Masashi, Chuo University, Japan
KATO Toshikazu Kato, Chuo University, Japan
We used Kansei engineering to analyze how humans relate to sound and music. We
analyzed what features of sound humans paid attention to and how humans interpreted
sound. At the physiological level of sound processing, sound is processed according to
its auditory characteristics. At this level, humans don’t interpret the image of the sound;
there is no subjectivity. By using auditory characteristics, we investigated the features
pertinent to the analysis of sound and music. We considered early processing in the
auditory nervous system as extracting the changes in power, which are obtained from
the segmentation of sound-signals by frequency band and time interval, and contrast,
and the features obtained by that extraction. At the cognitive level, we analyzed the
correlation of those features with words that subjects associated with the features.
Through this modeling, we developed a method for retrieving sounds and music with
similar associations, or images evoked by particular words.

Keywords: Music, Retrieval, Contrast computing, Physiological filter

178 Day 2 | Session 4 | Room B | Presentation 4

 Kansei and music - Chairperson: Antonio CAMURRI

(35) Extracting the Minimum Structures of Musical Schemas

from Traditional Japanese and Chinese Folk Songs
KAWASE Akihiro, Tokyo Institute of Technology, Japan
TOKOSUMI Akifumi, Tokyo Institute of Technology, Japan
In this study, we extract the pitch transition patterns from both traditional Japanese
and Chinese folk songs and examine the characteristics of their respective schemas.
Specifically, we sample 1,794 works from Nihon Min-yo Taikan (Anthology of Japanese
Folk Songs, 1944-1993) for Japanese folk songs and 2,040 folk songs from a website
providing virtual musical scores for Chinese folk songs, and probabilistically create a tree
structure in modeling a variable-length Markov chain to compare minimum transition
patterns occurring with high probabilities in terms of pitch intervals. A variable-length
Markov chain, also known as a FSMX model or a finite-memory source, is a Markovian
process having a sparse memory structure with states that closely cohere. The structure
can be characterized by a parsimonious number of transition probabilities for stationary
categorical time series. The results indicate that (1) the minimal structures of Japanese
folk songs tend to create a longer schema than Chinese folk songs, and vertical transitions
are sung within a small range; to be exact, below intervals within a perfect fourth pitch.
On the other hand, the minimal structures of Chinese folk songs tend to create a shorter
schema than Japanese folk songs, and their vertical transitions extend beyond the
interval of a perfect fourth pitch, and (2) the formations of perfect fourth pitches and
perfect octave characterize the respective musical schema.

Keywords: Music cognition, Folk songs, Schema

Day 2 | Session 4 | Room B | Presentation 5 179

Kansei evaluation - Chairperson: Noboru KOYAMA

(511) Influence of Kansei Factors Included in Motion

Information on Kansei Evaluation
Investigation of Multiple Effects by Horizontal Contact
Movement and Camerawork
ZHANG Jue, Kogakuin University, Japan
In most mobile information device interfaces, due to the limitations of hardware and
software it is difficult to obtain feedback from the movement information to the observer’s
body sensations, and it is often pointed out that it is not easy for the observer to achieve
‘Presence’. This study focused on the kansei factors included in movement information by
investigating the complex effects of the combination of different modes of expression, in
order to understand how each motion pattern influences the observer’s evaluation when
the movement image is displayed by a mobile information device interface. We used
bioinstrumentation for the subjective assessment of brain waves and a 5-step evaluation
process. The results showed that the increase in the potential, were centered on FP1 and
FP 2 depended on whether the image contents moved or not, and that the evaluation by
the brain waves was connected with the pattern of movement at a certain level.

Keywords: Kansei evaluation, Motion information, Bioinstrumentation

180 Day 2 | Session 4 | Room C | Presentation 1

 Kansei evaluation - Chairperson: Noboru KOYAMA

(339) Affective Video Analysis by Using users’ EEG and

Subjective Evaluation
WANG Shangfei, University of Science And Technology of China, China
HU Yongjie, University of Science And Technology of China, China
This paper describes a research project conducted to study the relationship between
videos and users’ induced physiological and psychological responses. Firstly, a set
of 43 film clips are carefully chosen, and 20 subjects are invited to participate in our
experiment. They watch several of chosen clips while their EEG signals are recorded
synchronously. After each clip, the subject is required to report his real induced emotion
using emotional valence, arousal, basic emotion category and intensity. Secondly,
several classical movie features and EEG features are extracted, and feature selections
are conducted by computing the correlation between each feature and the arousal or
valence. Thirdly, selected movie features and EEG features are used to simulate the
arousal and valence respectively by employing the linear relevance vector machine.
Fourthly, selected movie features are used to simulate the EEG feature values, and vice
verse. The results show that arousal/valence can be well estimated by either video
features or EEG features. Apart from that, they also indicate that there exist certain
relationship between the videos and induced EEG signals, and some relation models are
acquired. Finally, clustering is conducted to map the emotion dimensions to emotion
categories. Thus, the gap between videos and emotion categories, as well as the gap
between the EEG and emotion categories, has been bridged to some extent. This result
could provide a reference to applications in brain-computer interaction field.

Keywords: affective video analysis, EEG, valence, arousal, emotion categories

Day 2 | Session 4 | Room C | Presentation 2 181

Kansei evaluation - Chairperson: Noboru KOYAMA

(41) Kansei Design Method and its Application on Industrial

Design of Massage Chair
WANG Zhenya, Shandong University, China
WANG Yandong, Shandong University, China
LIANG Yingying, Shandong University, China
HAO Song, Shandong University, China
With the development of product design, perceptual and emotional experience slowly
becomes the focus of the design. What the designers concern about is how to transform
people’s perception into the design factors. Based on the close relation between Kansei
Engineering and cognition science, we have proposed a method of the perceptual
localization from the angle of cognition and psychology. In this paper, a feasible and
integrity design procedure is proposed, as follow: to do the perceptual localization using
the perceptual survey experiment, to do the form design using Gestalt psychology, to do
the detail design using Semantic Difference Method, and so on. Finally, an application
example on massage armchair’s design has been hold up to show how this design
procedure works.

Keywords: product design method, Kansei engineering, Gestalt psychology, Semantic

Difference

182 Day 2 | Session 4 | Room C | Presentation 3

 Kansei evaluation - Chairperson: Noboru KOYAMA

(228) The Relationship Between Eyebrows Position, Shape and

Human Mood
FONG Ya-San, National Cheng Kung University, Taiwan
CHEN Yu-Chen, National Cheng Kung University, Taiwan
HO Chih-I, National Cheng Kung University, Taiwan
CHANG Yu- Ming, National Cheng Kung University, Taiwan
WU Fong-Gong, National Cheng Kung University, Taiwan
Eyebrows with different shapes present different feelings and signal information. People
have many shapes of eyebrows including long, short, curved, straight, slanting, caret-like,
single and large-gap brows. Eyebrows are the most subtle body language (involuntary
body language) and appear to describe people’s mood and character. Eyebrows position
and shape give impression and tell different information. Therefore, we investigate the
relationship between eyebrows position, shape and human mood. We use the sorting
method in KANSAI engineering to analyze the eyebrows. First, we defined 17 variances
constituting the brows head, the brows peak and brows tail to describe all kind of
eyebrow. Second, by using KJ method to classify 88 vocabularies, human moods are
classified into 3 image vocabularies, ‘gentle’, ‘depressed’ and ‘resolute’. Third, according
to the above 3 image vocabularies and 49 eyebrows sample pictures, invited subjects
are categorized into 9 groups. Finally, the numerical material will be put in SPSS to carry
on the multiple regression analysis. We got the following results. The higher emergence
degree (not obvious boundary) and the higher brows give the gentle feeling for human.
The lower brows, the higher eyebrows tail, the thicker eyebrows color and the higher
eyebrows peak (it is farther to eye) give the resolute feeling for human. The higher brow
and the higher emergence degree will give the depressed feeling for human.

Keywords: Eyebrows, human mood, KJ Method, Grouping Method

Day 2 | Session 4 | Room C | Presentation 4 183

Kansei evaluation - Chairperson: Noboru KOYAMA

(128) Study on Comfortable Elements of Wet Cotton Hand

Towels “Oshibori”
SOETA Yasuhiro, Utsunomiya University, Japan
ANDO Ryo, Utsunomiya University, Japan
KITAMOTO Takuma, Utsunomiya University, Japan
HASEGAWA Hiroshi, Utsunomiya University, Japan
KASUGA Masao, Utsunomiya University, Japan
The “oshibori” (a small wet towel to wipe the hands or face) is generally served to each
customer to clean the hands or face before eating in places such as restaurants, bars,
coffee shops and so on. Serving an oshibori is one of the Japanese original cultures
and has been handed down in Japan since old times. The oshibori has been used in the
whole of Japan since 1960s with a development of the restaurant industry in Japan. A
number of studies, however, have been made on the oshibori from the cleaning and
sanitation viewpoints, there are few studies on aquantitative evaluation of feelings of
the oshibori. In this study, we tried to clarify important elements to decide comfortable
feelings of the oshibori. Although there are roughly two kinds of oshiboris made of cotton
and paper, we focused on cotton oshiboris, and carried out an evaluation experiment for
cotton oshiboris. At first, to decide suitable words which represent characteristics of the
oshibori, we corrected 1189 adjectives from several reports and reference books. We
conducted a questionnaire survey to classify the corrected words, and then we narrowed
the 1189 words down to 16 words of “favorite,” “comfortable,” “large,” “pretty,” “high-
grade,” “shapely,” “soft,” “thick,” “clean,” “moist,” “luxurious,” “heavy,” “strong,” “safe,”
“feel-smooth,” and “rare.” Next, we carried out a subjective experiment to evaluate 25
kinds of cotton oshiboris with various sizes and thicknesses. Thirty-seven males and seven
females, aged twenties to fifties, participated in the experiment as subjects. The subjects
evaluated the oshiboris by grading them from one to five (one being the lowest and five
being the highest) based on the above 16 words. We performed a factor analysis to the
experimental result and extracted the following three factors; the first factor defined as
“dignity factor” in which the absolute values of the factor loadings of “luxurious,” “strong,”
“large,” “heavy,” “high-grade,” “thick,” “safe,” “moist,” and “pretty” were high, the second
factor defined as “preference factor” in which the absolute values of the factor loadings
of “shapely,” “favorite,” “comfortable,” and “rare” were high, and the third factor defined
as “touch factor” in which the absolute values of the factor loadings of “feel-smooth,”
“clean,” and “soft” were high. The score of the dignity factor increased as the size of the
oshibori became large. The score of the preference factor was high when the size of the
oshibori was between 25 cm square and 35 cm square. And the score of the touch factor
was high when the size of the oshibori was 30 cm square. There was not any remarkable
tendency between the thickness of the oshibori and the three factors. As results, noting
that the size of the oshibori that the subjects felt high-class was above 30 cm square, and
that the size of the oshibori that the subjects felt the most favorable was between 25 cm
square to 35 cm square.

Keywords: oshibori, hand towel, subjective evaluation

184 Day 2 | Session 4 | Room C | Presentation 5

 Interaction in Gaming - Chairperson: Claire DORMAN

(150) Assessing Gameplay Emotions from Physiological

Signals:
A Fuzzy Decision Trees Based Model
ORERO Joseph Onderi, Laboratoire D’Informatique De Paris 6 (LIP6)-
Université Pierre Et Marie Curie, France
LEVILLAIN Florent, Laboratoire Cognitions Humaine Et Artificielle
(CHART)-Université Paris 8, France
DAMEZ-FONTAINE Marc, Laboratoire D’Informatique De Paris 6 (LIP6)-
Université Pierre Et Marie Curie, France
RIFQI Maria, Laboratoire D’Informatique De Paris 6 (LIP6)- Université
Pierre Et Marie Curie, France
BOUCHON-MEUNIER Bernadette, Laboratoire D’Informatique De Paris
6 (LIP6)- Université Pierre Et Marie Curie, France
As video games become a widespread form of entertainment, there is need to develop
new evaluative methodologies for acknowledging the various aspects of the player’s
subjective experience, and especially the emotional aspect. Video game developers
could benefit from being aware of how the player reacts emotionally to specific game
parameters. In this study, we addressed the possibility to record physiological measures
on players involved in an action game, with the main objective of developing adequate
models to describe emotional states. Our goal was to estimate the emotional state of the
player from physiological signals so as to relate these variations of the autonomic nervous
system to the specific game narratives. To achieve this, we developed a fuzzy set theory
based model to recognize various episodes of the game from the user’s physiological
signals. We used fuzzy decision trees to generate the rules that map these signals to
game episodes characterized by a variation of challenge at stake. A specific advantage
to our approach is that we automatically recognize game episodes from physiological
signals with explicitly defined rules relating the signals to episodes in a continuous scale.
We compare our results with the actual game statistics information associated with the
game episodes.

Keywords: Emotion Recognition, Video Games, Physiological Signals, Fuzzy Sets

Day 2 | Session 4 | Room D | Presentation 1 185

Interaction in Gaming - Chairperson: Claire DORMAN

(53) Games for Affective Learning

Making Play Support the Emotional Domain
DORMANN Claire, University of Ottawa, Canada
BIDDLE Robert, Carleton University, Canada
The role of computer games in learning is becoming more common, but little research
has been dedicated to affective learning, an important aspect of education that can
also be addressed through computer games. We first present different perspectives on
affective learning and our framework based on activity theory, and we then discuss our
approach to the design of affective learning games. To inform design for affective learning,
we investigated which affective strategies games already use and how they could be
harnessed to suit our context. We present examples related to game representations
and game mechanisms and emphasise the bond between player and avatar. Computer
games can present a model of affective behaviour to the player through the avatar’s
actions and reactions, the affective interactions between characters, and the utilisation
of affective tools to resolve emotional dilemmas within dramatic situations. By vicariously
managing emotional situations and experiencing the emotions of their avatar, the player
can learn how to feel and grow along with their avatar. We highlight the limitations of
current games in the integration and portrayal of affective behaviour within the game-
play and their suitability for player-learners. We then conclude by discussing remaining
design issues, and suggest that Kansai Engineering can serve as a bridge in the design of
mediation between players and affective learning goals, guiding the design of the game-
world and game-play.

Keywords: computer games, affective learning, socio-emotional, activity theory

186 Day 2 | Session 4 | Room D | Presentation 2

 Interaction in Gaming - Chairperson: Claire DORMAN

(413) A Study of Information Processing in the Brains of

Players During Playing the Hyakunin-Isshu Karuta Game
TAKEDA Shoichi, Kinki University, Japan
HASEGAWA Yu, Kinki University, Japan
HIRAI Yoshiyuki, Kinki University, Japan
KOSUGI Kazunori, Kinki University, Japan
TSUKUI Tsutomu, All-Japan Karuta Association, Japan
YAMAMOTO Seiichi, Doshisha University, Japan
This paper describes an experiment using an optical functional brain imaging (fNIRS)
aiming at clarifying information processing in the brains of players during playing the
Hyakunin-Isshu karuta game (traditional Japanese playing cards). We measure oxidized
hemoglobin (oxy-Hb) values in the prefrontal cortex, which is responsible for the most
important information processing to produce tactics for winning, at 22 measuring points
using 8 optical detectors. The experimental results for 4 players show the following. (1)
One of the characteristics common to all the players is that a peak of the oxy-Hb values
is observed in every cycle of one-unit game of taking one card (one poem-reading unit).
This cycle corresponds to the cycle of “tense - maximum tense - relax” in the mind of
the players. (2) Oxy-Hb values in the front parts of the prefrontal cortex are greater than
those in the back parts of the prefrontal cortex and are sustained until the end of the
game. This suggests that various high-degree thinking continues all through the game. (3)
Oxy-Hb values tend to decrease in many back parts of the prefrontal cortex as the game
progresses. This tendency suggests that motor controllability decreases due to fatigue
caused by repeated body movements. However, this tendency is not observed in some
parts for some players, which may be caused by the factors such as difference in progress
of games, difference in players, etc. (4) The results of investigation for one top-grade
player about brain activities depending on situations show that there are significant
differences in many parts between when the player has taken the karuta and when there
is no target karuta. (5) The factors of this significant increase in oxy-Hb values when the
player has taken the karuta may be the production of high-degree tactics in the prefrontal
cortex, command of body movements in the pre-motor cortex, etc. The above results
are consistent with the information processing cycles in the brain, in which high-degree
reception, cognition and processing of auditory information, and quick body movements
are repeated in the case that a player takes a karuta during the play.

Keywords: the Hyakunin-Isshu karuta game, brain, prefrontal cortex, optical

functional brain imaging, oxidized hemoglobin

Day 2 | Session 4 | Room D | Presentation 3 187

Interaction in Gaming - Chairperson: Claire DORMAN

(233) Emotional interactive storyteller system

BLEACKLEY Peter, BBC, United Kingdom
HYNIEWSKA Sylwia, Telecom ParisTech, France
NIEWIADOMSKI Radoslaw, Telecom ParisTech, France
PELACHAUD Catherine, CNRS - Telecom ParisTech, France
PRICE Marc, BBC, United Kingdom
This paper presents a concept and initial evaluation of the emotional interactive
storyteller system. Our concept is derived from our knowledge of the pre-medieval oral
storytelling tradition and its application to therapeutic storytelling. Our initial evaluations
are based on a mock-up of the concept where emotional content of the story is reinforced
with an expressive agent, which was subjectively tested with a sample of volunteer users.
The results of the evaluation are very helpful, confirming that the concept is useful and
meaningful in general to the user, and providing us with valuable feedback in shaping the
ongoing design for a full implementation.

Keywords: storytelling, embodied conversational agent, emotional behaviour

188 Day 2 | Session 4 | Room D | Presentation 4

 Interaction in Gaming - Chairperson: Claire DORMAN

(482) The Effects of Emotion, Spatial Ability, and View Point

for the Sense of Telepresence in a 3D Computer Game
Environment
LEE Jiunde, National Chiao Tung University, Taiwan
Telepresence or the sense of “being there” has been discussed in the literature as an
essential, defining aspect of virtual environments, including definitions rooted in
behavioral response, signal detection theory, and philosophy, but has generally ignored
the emotional aspects of the virtual experience. The purpose of this study is to examine
the concept of telepresence in terms of people’s emotional engagement within an
immersive mediate environment. Two main theoretical statements are discussed: (1).
Subject telepresence: emotional factors and spatial ability; (2). Objective telepresence:
point of views, in a 3D computer game environment. This study has implications about
how research should be conducted to further our understanding of telepresence.
Validated psychological subjective techniques for assessing emotions and sense of
telepresence will be applied to increase our understanding of virtual experiences.
Further understanding of the interaction between telepresence and emotional state will
improve our knowledge of the construct of presence as well as better inform us about
how a virtual environment, such as a 3D computer game, can be applied in creating and
designing emotional effects.

Keywords: Telepresence; Emotion; Spatial Ability; View Point

Day 2 | Session 4 | Room D | Presentation 5 189

Emotion, shape, image - Chairperson: Jean-François OMHOVER

(357) Emotional impact on designer’s cognitive process in the

early stages of design
KIM Jieun, LCPI, Arts et Métiers ParisTech, France
BOUCHARD Carole, LCPI, Arts et Métiers ParisTech, France
OMHOVER Jean-Francois, LCPI, Arts et Métiers ParisTech, France
AOUSSAT Améziane, LCPI, Arts et Métiers ParisTech, France
This paper explores the role of emotional impact on designer’s cognitive process in the
early stages of design. After a short review of the current research status of designer’s
cognition and emotion, we propose two-way impact that seems important to understand
the emotional impact on designer’s cognitive process: (1) Emotional impact in generative
way is to regulate or activate the mental information process. (2) Emotional impact
in evaluative way is an emotional reaction which causes evaluative judgments on the
designer’s idea or even about himself. The two-way impact has a strong relation and
influences on each other during cognitive process in the early stage of design. Finally this
paper will discuss the current methodological and technical issues to assess designer’s
activity, as well as perspectives for further work.

Keywords: emotional impact, designer’s cognitive process, early stages of design

190 Day 2 | Session 4 | Room E | Presentation 1

 Emotion, shape, image - Chairperson: Jean-François OMHOVER

(458) Research for humanity technology and physiology

influence factors in product styling design
ZHIBIN Xie, Ningbo University, China
LEI Shi, Beijing Institute Of Technology, China
This paper uses method of multi-subject synthetic study. Many kinds of limited
conditions to product styling design were researched. It discovered product had made
lots of relationships of observation, using, sentimental exchange, research, collection
with human. Product also made relationships with politic social environment, economical
environment, market environment, natural resource environment, technical environment,
cultural environment. Product styling design is based on human vision rule and product
intrinsic special function, observes principle of vision and psychological of gestalt and
Berlyne rules, limited by technical manufacture level, facing request of ergonomics and
product semantics, examined by fashion symbol in business environment, needs cultural
connotation to promote product value, and needs product identity design to carry on
standard operation to product system.

Keywords: product styling design, vision rule, design limited condition, gestalt rules,
Berlyne rules

Day 2 | Session 4 | Room E | Presentation 2 191

Emotion, shape, image - Chairperson: Jean-François OMHOVER

(288) Research on Relationship Between Cultural Identity and

Product Preference
TSAO Yung-Chin, Tatung University, Taiwan
LIAO Ching-Chih, Ming Chuan University, Taiwan
This research focuses on the investigation of design and application of cultural
characteristics in Jhishanyen Cultural and Historic Park. The aim is to identify local culture
and pursue its transformation for design application in symbolic images and commercial
products. The research question is to find which cultural patterns are preferable, which
characteristics results in easily-identified cultural patterns, whether those patterns
applied to products are more or less preferable, and whether aesthetic experiences
influence the other main factors of product preference. In order to meet these objectives,
researcher’sextracted further cultural factors by reviewing relevant literature, conducting
interviews and administering questionnaires regarding local culture. Correspondence
Analysis was used to identify cultural characteristics. According to cultural characteristics
of design patterns, from among seventy-two patterns, designers chose nineteen patterns
based on local cultural identity and aesthetic preference. Then researchers applied
those patterns to sofa material and a handbag. Through Semantic Differential method,
Factor Analysis, Cluster Analysis, and Regression Analysis, researchers found the results
of preference opinions among study participants. Results showed that three factors
significantly influenced preference for the sofa material and handbag: symbolic of local
culture, aesthetic sense, emotional affinity. Aesthetic sense was the factor which resulted
in most participants selecting higher values for “identify with” or “like” regarding the
patternsapplied to design of sofa material or handbags. Among these types of products,
the factor of being symbolic of local culture did not strongly influence “like” rankings.

Keywords: regional culture, cultural identity, pattern, design transformation, aesthetic

192 Day 2 | Session 4 | Room E | Presentation 3

 Emotion, shape, image - Chairperson: Jean-François OMHOVER

(515) Computational Modeling of Visual Perception and its

Application to Image Enhancement
TAKEDA Yasuhiro, Chuo University, Japan
KATO Toshikazu, Chuo University, Japan
As digital cameras have become ubiquitous, most images we see now are digital. However,
digital imaging is not based on human visual perception. Here, we propose computational
models of lateral inhibition and light/dark adaptation, which are characteristics of human
vision, and of color perception. A combined model relates human visual characteristics
to human perception. We used this model to enhance images and to overcome defects
in color vision. Our approach generated easily viewable images which create unchanged
impressions in viewers.

Keywords: visual characteristic, lateral inhibition, light/dark adaptation, image

enhancement, defect in color vision

Day 2 | Session 4 | Room E | Presentation 4 193

Emotion, shape, image - Chairperson: Jean-François OMHOVER

(500) The Creation of Le Centre Le Corbusier as Kansei Space

SENDAI Shoichiro, Hiroshima University, Japan
MASUHARA Mirei, Hiroshima University, Japan
The purpose of this paper is to clarify the creation of Le Centre Le Corbusier (1964-
1967) that is the final prototype of the pavilion of architect Le Corbusier to consider the
relation of the exhibition space and the Kansei (sensibility) from the viewpoint of Kansei-
philosophy. The creation of Le Centre Le Corbusier is the process of uniting the art works
and the landscape. This is characterized by adopting the Kansei space elements such as
the slope, the roof garden, revolving doors, and exterior ponds. The slope that induces
the interior-exterior views is especially the most effective element that relates to a body,
and it plays the role to provide various views to the exhibition space and landscape. In
other words, the body on the slope is surrounded with the Kansei space integrated into
the landscape.

Keywords: Le Centre Le Corbusier, Exhibition space, Landscape, Slope, Kansei space

194 Day 2 | Session 4 | Room E | Presentation 5

 Culture - Chairperson: Nasser KOLEIN

(272) Research of Taiwanese chili hot pot culture

Attractiveness and consumers
CHEN Yu-chen, National Cheng Kung University, Taiwan
MA Min-yuan, National Cheng Kung University, Taiwan
FONG Ya-san, National Cheng Kung University, Taiwan
LI Yi-he, National Cheng Kung University, Taiwan
Benumbingly spicy hot pot, also known as chili hot pot, is from Sichuan. It was chiefly eaten
for the purpose of preventing edema by forcing people to sweat in summer. However, in
Taiwan, to eat the chili hot pot is no longer restricted in summer, and moreover, develops
new Taiwanese chili hot pot culture. This research is mainly discussing attractiveness
of eating chili hot pot and its consuming groups to understand the culture behind as
a guidance of Chinese food culture and creative industry development. The research is
constructed in two parts: (1) Investigation of attractiveness—using EGM (evaluation-grid
method) to interview chili hot pot lovers and constructed evaluation-grid chart. Then,
sorting out the result into 5 attractiveness hierarchical charts, the 5 attractiveness are
satisfaction of flavored delicacies, warm atmosphere of being together, peppery feeling,
diversity of foods and self-determination, and value for money. (2) Analysis of consuming
groups—making questionnaire based on the result of attractiveness hierarchical charts,
and applying cluster analysis. The result shows 6 consumer groups of eating chili hot pot:
the flavor- added ordinaries, the swarmed gluttons, the principled, the chili-possessed,
the exclusive gourmets, and the join-in-the-funs.

Keywords: Chili hot pot, Attractiveness, Taiwanese food culture, EGM

Day 2 | Session 4 | Room F | Presentation 1 195

Culture - Chairperson: Nasser KOLEIN

(110) A Comparison Study on the Use of Review Panel

Evaluations for Decision-Making in Vehicle Design by
Japanese, European and U.S. Automakers
KOYAMA Noboru, Advanced Institute of IndustrialTechnology, Japan
YAMASHITA Mikio, Takarazuka University of Art And Design, Japan
KAWARABAYASHI Keiichiro, Shizuoka University of Art And Culture,
Japan
YOSHIDA Satoshi, Advanced Institute of IndustrialTechnology, Japan
FUJITO Mikio, Kyoto Institute of Technology, Japan
MORINAGA Yasufumi, Hokkai-Gakuen University, Japan
CHEN Junfu, Advanced Institute of IndustrialTechnology, Japan
As consumer products have become increasingly diversified, new product categories
are emerging, and existing ones are either expanding or consolidating with others. In
the midst of these ongoing sweeping changes, combined with growing competition in
the global market, consumer products companies find it critically important to develop
and successfully launch creative and innovative products in the market on a timely basis.
This makes it even more important for manufacturers to make a timely and speedy
decision about industrial design to be applied to new products. That said, a significant
part of the design development process is carried out in the creative minds of industrial
designers, and only a small part of it is apparent to visual observation, as compared to
a more visible manufacturing process. Therefore, the decision-making for evaluating
and selecting the visible part of a design process is all the more important. Decision-
making about industrial design is affected significantly by the design-evaluation system,
the organizational structure and functions of an in-house design unit, its positioning in
the corporate structure, and its areas of responsibilities, among others. In this study, we
look into how major Japanese, European and U.S. automakers conduct formal review
panel evaluations—asking parties not directly involved in vehicle development to review
and evaluate proposed vehicle designs—and how they act upon the results, to identify
patterns and differences among them.

Keywords: Design Management, Panel Evaluation, User Involvement

196 Day 2 | Session 4 | Room F | Presentation 2

 Culture - Chairperson: Nasser KOLEIN

(479) The Gendered Motorbikes

How Does History Make Motorcycle/Scooter Masculine/
Feminine?
WONG Ju-Joan, Chang Gung University, Taiwan
WU Ya-Ying, Chang Gung University, Taiwan
Most promoters of ‘emotional design’ emphasize that design should surpass the usability
of products. However, the product experience is complex. Krippendorff claims that: ‘the
question of how and which emotions are invoked while using artifacts naturally follows
the question of what artifacts could mean.’ Besides personal psychological attributes,
the social and historical effect could operate in a reflective level and be hard to find. So,
the studies about cultural or symbolic meanings of products, such as gender, are limited.
Gender seems ambiguous or uncertain in the sets of positivist research. Consequently,
an alternative approach seems necessary. This research explores gender issues of
the transition of motorcycle in Taiwan around the period of World War II, exploring
how meanings are embedded in objects through history. By analyzing the design of
motorcycles/scooters through time, the implications of gender to everyday life are
further examined, the meanings attached to products and related emotional processes
incorporated. Emotion research is helpful in understanding the invisible psychological
structure behind product design, and bringing gender consciousness into this area helps
to fill in the gap that has long been ignored, which is of great potential to future studies.

Keywords: emotional design, gender, motorcycle/scooter, semiology, design history

Day 2 | Session 4 | Room F | Presentation 3 197

Culture - Chairperson: Nasser KOLEIN

(408) A Kansei Model for Preferences of Chicken Appearance

in Chiang Rai and Okinawa
HARADA Akira, Sapporo City University, Japan
ZHANG Jue, Kogakuin University, Japan
TAKADA Masaru, The Research Institute of Evolutionary Biology, Japan
LERTTEVASIRI Pornthep, Chulalongkorn University, Thailand
Domesticated creatures, such as chickens, have evolved into different forms of their un-
tamed ancestors, and artificial selection by humans has led to more uniform physical and
physiological features and the like. In this process, elements such as the cultural back-
ground of the area, the purpose of breeding, people’s sense of values, and livestock,
and kansei have all affected the creature’s biological features, including variety, form and
col- or, to some extent. The common-or-garden chicken, Gallus gallus domesticus is consi-
dered to have been domesticated from its wild ancestral form - the red jungle fowl (Gallus
gallus) - for the purpose of exploitation by humans. The coloring of the plumage and
shank of the chicken are considered to be quite important elements for ritual ceremonial
use in some Asian countries and regions. In order to elucidate the domestication process,
we propose an examination of whether individual elements based on different cultural
backgrounds (e.g., senses of values, pre- ference and knowledge) influence judgment
in human evaluation of the shape and color of chickens during domestication. We
conducted a survey in Thailand’s Chiang Rai Prov- ince and Japan’s Okinawa Prefecture
to enable comparison of local investigation results between the two countries. The
optimal solution models obtained demonstrate differences in preference related to the
appearance of chickens between the target nations of Thailand and Japan.

Keywords: form, kansei evaluation, preference investigation, conjoint analysis

198 Day 2 | Session 4 | Room F | Presentation 4

 Culture - Chairperson: Nasser KOLEIN

(366) Communicating Sustainability:new messages, new tools

CADARSO Maria, Faculty Architecture, Lisbon Technical University,
Portugal
Living on planet earth is a growing challenge, with new limits, boundaries and frailties.
Governments and companies must be prepared to face real commitments, rather than
new marketing strategies. But not all the responsibility lies with institutions, governance
or legislation; also the individual (the consumer) plays a central role in this quest. The
reason is very simple: businesses will adapt and be shaped by consumer demands, and a
more proactive citizenship will stimulate governments to change and adapt their policies.
Therefore designers, as citizens and professionals should also be responsible to make
their contributions. Until recently, “eco” and “sustainable”, have been subjects mainly
for the industrial designers to research. However, gradually Graphic and Communication
Designer, especially since the “First Things First Manifesto”, have become increasingly
aware of their need to raise a conscience in fundamental issues like ethics, environmental
and social responsibility. This paper is part of an ongoing PhD research, and in the paper
here presented is the first part: the state of art and literature review. The complete
PhD research is expected to bring relevant contribution to: •Define Sustainable
Communication Design •Identify a code of ethics •Classify tools, material and techniques
that are more in favour with sustainability •Add value to communication.

Keywords: communication design; design principles; sustainability

Day 2 | Session 4 | Room F | Presentation 5 199

Kansei engineering - Chairperson: Samantha PORTER

(87) Comparative Analysis of Users’ Kansei Evolutions during

the Lifecycle of their Short-lived and Long-lived Products
ZAFARMAND Seyed Javad, Chiba University, Japan
TAUCHI Takatoshi, Chiba University, Japan
TERAUCHI Fumio, Chiba University, Japan
KUBO Mitsunori, Chiba University, Japan
AOKI Hiroyuki, Chiba University, Japan
This research deals with the length of subjective or psychological lifetime of products.
The durables, indeed, should be able to last not only objectively but subjectively, as their
expected objective (i.e. material, physical or techno-functional) and the subjective (i.e.
psychological, emotional, affective and/or aesthetical) lifetimes should be in harmony.
Most researches concerning the extending of products psychological lifetime have
focused on user-product attachment as the only effective means in this regard. However,
the subjective issues of products are not limited to this and there may be some other
means being effective for extending products psychological lifetime, what is called
Product Subjective Sustainability in this research. As Kansei embraces all subjective issues
of product (such as aesthetics, emotions, image, attitude etc, which are concerned with
user’s emotion and sensitivity), this study is based on Kansei Engineering approach. To
find out the other possible means being effective for product subjective sustainability,
we aim to carry out a comparative and analytical study on the evolution of users’ Kansei
toward the short-lived and long-lived products during the entire lifecycles of those
products. The product lifecycle from user perspective is divided into three different
stages including purchasing or choosing, keeping or using and replacing or throwing away
the product. The assigned short-lived and long-lived products for case study and analysis
in this research are respectively mobile phone and private passenger car. The outcome
of this study would be the Kansei factors associating with the investigated groups of
subjects’ rationale when purchasing, keeping/using and replacing their mobile phones or
private passenger cars. According to the results of the previous research that the authors
have done on the change of a group of subjects’ Kansei toward their mobile phones,
there are various patterns of Kansei evolution indicating three major trends of subjective
sustainability of mobile phone named as: attachment, ally or partnership; and care or
mind. To verify and develop such trends, in this research, a wider group of subjects using
mobile phone and also a group of subjects using private car would be investigated and
the changes of their Kansei toward their mobile phones or cars would be analyzed. Then,
the extracted patterns of evolution of their Kansei and the drawn trends of product
sustainability would be compared. In respect of the general impact of this research in
terms of the socio-ethical responsibility of design, the clarification of ‘product subjective
sustainability’, overall, can be an initiative attempt for realizing and crystallizing the
sustainability values in daily used products emotionally and aesthetically.

Keywords: Product; Subjective Sustainability; Psychological Lifetime; Kansei Evolution;

Mobile Phone; Passenger Car

200 Day 3 | Session 5 | Amphitéâtre | Presentation 1

 Kansei engineering - Chairperson: Samantha PORTER

(165) Kansei Information Processing in Product Design

Exploring the role of visual information in designers’ activity
MOUGENOT Celine, The University of Tokyo, Japan
WATANABE Katsumi, The University of Tokyo, Japan
BOUCHARD Carole, Arts et Métiers ParisTech, France
AOUSSAT Ameziane, Arts et Métiers ParisTech, France
Images play an important role in design activity. Not only are they a tool which designers
intensively use and highly appreciate but they are also proved to enhance designers’
creativity. How are images perceived and processed by designers ? In order to get a
deeper understanding of design implicit processes with a focus on the use and effects of
visual information, we chose to look at the design process through the prism of cognitive
neuroscience. Therefore, we report here some recent neuroscientific findings on visual
perception and visual processing which we found relevant in the context of design
science. Based on them, we draw perspectives for future research on the role of visual
information in design activity.

Keywords: Design cognition, Kansei information, Visual processing, Creativity

Day 3 | Session 5 | Amphitéâtre | Presentation 2 201

Kansei engineering - Chairperson: Samantha PORTER

(121) Models from Psychology and Marketing applied to

Kansei Engineering
GONZALEZ Richard, University of Michigan, United States
CHO Sookyung, University of Michigan, United States
REID Tahira, University of Michigan, United States
PAPALAMBROS Panos, University of Michigan, United States
This paper considers new models from Psychology and Marketing that extend the general
Kan- sei approach. We sketch a framework that views design as understanding (1) the
consumer’s representation of the product space, (2) the consumer’s choice function, (3)
the designer’s repre- sentation of the design space, (4) the designer’s choice function,
and a connection between those four properties. This framework helps organize some
existing methods and points to areas ripe for development of new models.

Keywords: Psychology, Choice, Multivariate Analysis

202 Day 3 | Session 5 | Amphitéâtre | Presentation 3

 Kansei engineering - Chairperson: Samantha PORTER

(309) Revisiting the definition of preference in preference

mapping studies
DELARUE Julien, AgroParisTech, France
DANZART Marc, AgroParisTech, France
SIEFFERMANN Jean-Marc, AgroParisTech, France
In order to model consumers’ hedonic responses and behaviour on the basis of product
characteristics, sensory scientists and developers in the food industry frequently apply
preference mapping techniques. These techniques allow finding on a descriptive sensory
factorial map a region corresponding to an optimal product from the consumer point
of view. The technique also allows identifying the key attributes that drive preferences.
The synthetic representation of response surfaces proposed by Danzart et al. (2004)
for preference mapping is based on the discretization of individual model surfaces.
To do this, the sensory map is split for each consumer into two regions of either
preference or rejection according to the consumer’s “preference threshold”. The mean
of each individual’s liking scores is usually chosen as the preference threshold for the
discretization. This choice is however arbitrary and other thresholds, such as the median
of individual scores may also be chosen. In this study, we tested the effect of setting the
preference threshold to stricter levels, namely to the upper 40%, 30% and 20% of the
scored products. These possibilities have been tested on data from a preference mapping
study of French cheeses, carried out with 10 products and evaluated by 486 French
consumers on the one hand, and analyzed by a trained sensory panel on the other hand.
The results show two consequences of raising the preference threshold: first, as could be
expected, a decrease of the overall percentage of preferences in optimal sensory regions;
second and more intriguing, a clear shift of the optimal sensory region is observed.
Interestingly, this shift could not be fully anticipated by consumer segmentation achieved
using hierarchical cluster analysis of hedonic data. Further analysis of each consumer
cluster shows different patterns of evolution of the preference map when raising the
preference threshold to 30%. The implications of this new type of preference analysis
for optimization strategy and product development will be discussed in the presentation.
These changes in the preference threshold also raise the question of the definition of
preferences when liking scores are asked to the consumers.

Keywords: preference threshold, quadratic modeling, sensory characteristics, product

optimization

Day 3 | Session 5 | Amphitéâtre | Presentation 4 203

Kansei engineering - Chairperson: Samantha PORTER

(487) An Improved Constructivist Kanse Engineering

Methodology
GHADIR Neda, University of Tehran, Iran
GARAVAND Dawood, University of Tehran, Iran
FARAJI Ali, University of Tehran, Iran
This paper is excerpted from a project titled, ‘Designing and Implementing an Artificial
Design Tool Based on Improved Kansei Engineering’ which was prepared by the
authors. The project ultimately led to a developed model for Kansei Engineering (KE).
This paper explains the weak points of the conventional KE methodology encountering
culturally unfamiliar complex objects and products; it also presents the improvements
implemented on the method in order to overcome these notable insufficiencies. A set
of various techniques, methods and tools reported to exemplify the objectives include:
Genetic Algorithm, Analytic Hierarchy Process, Mood Boards, and Product Personality
Profiling. The developed model was later called, ‘The Constructivist Kansei Engineering,’
which proposes some modifications on a model based on Dahlgaard’s work. It helps
to intensify the expert designer’s role (by applying AHP), meanwhile supports the
importance of the inter-segmental familiarity, integrity, unity and structural aspects of
the design as an object and a product. For the latter goal, a new term has been added
to the KE terminology designated as the, ‘Theme of Design’ (TD).This TD is defined by
designers based upon their feedback and perceptions during the procedure of design.
By extracting a TD through communicating with the target group and also respecting
the main objectives of the project, not even the designers will be able to converge the
whole groups’ preconceptions, but also they will be able to go beyond the conventional
KE functions and set up a desired context (the missing part in KE) for the near future.

Keywords: Intelligent Design Tool, Constructivist Kansei Engineering Model, Theme

of Design in Kansei Engineering, Culture-Center Design, and Improved Kansei
Engineering

204 Day 3 | Session 5 | Amphitéâtre | Presentation 5

 Emotion in Fashion design - Chairperson: Masao KASUGA

(115) Fashion and Emotion oriented Computerized Garment

Design
ZHU Yijun, Ensait, France
ZENG Xianyi, Ensait, France
KOEHL Ludovic, Ensait, France
CHAIGNEAU Cyril, Damart Serviposte, France
In garment industry, the fashion design features can be generally divided into two spaces:
design space including a set of basic sensory criteria and brand space including a set
of emotional fashion themes. The study of the relationship between these two spaces
enables to identify the target market related to the predefined brand image of products.
In practices, such relationship can be characterized through the similarity between
sensory criteria and fashion themes according to the perception of consumers. In this
paper, we propose a method for estimating such similarity. This method is compared
and cross validated with Principal Analyze Corposant (PCA) through a case study of
T-shirt products design. Such method can effectively help the designers to determine the
suitable design components to represent the desired emotional fashion themes.

Keywords: Consumer’s emotional behavior, garment design, fashion appearance,

human evaluation, brand image

Day 3 | Session 5 | Room A | Presentation 1 205

Emotion in Fashion design - Chairperson: Masao KASUGA

(486) Fashion Design Education to Create New Feeling

MURAKAMI Machiko, Gifu City Women’s College, Japan
M. ASANO Chie, Yasuda Women’s University, Japan
FUJIMOTO Takako, Hokkaido University of Education, Japan
In the education of fashion design it is important how and what educational support
will be effective to the encouragement of sensibilities are discussed. To investigate
characteristic profile of creative student some subjective research has done for students
who study fashion design in the college, Gifu City Women’s College (GCWC), and technical
college, Nagoya Fashion College (NFC). And several students who made some creative
works in GCWC are divided from the students at large – GCWC create. Then analysis was
made for three groups. As a result some characteristic profile for the creative students.

Keywords: Fashion Design, Education, Creative Works

206 Day 3 | Session 5 | Room A | Presentation 2

 Emotion in Fashion design - Chairperson: Masao KASUGA

(503) The possibility of predicting luxury brand

Lanvin, Balenciaga as examples
BABAZONO Shoji, Bunka Fashion Graduate University, Japan
MORIKAWA Hideaki, Shinshu University, Japan
OTANI Tsuyoshi, Shinshu University, Japan
There is a strong tendency within the Japanese apparel industry to use the trends
presented at Paris and Milan fashion weeks and then manufacture and design clothes
that incorporate these trends. In other words, the Japanese apparel industry is a trend
follower. As a result, the Japanese apparel industry is not contributing towards globalizing
the broader apparel market. Brands originating in Japan that export to the world are not
strong in design. In order for the Japanese apparel industry to globalize, it is important
to take in to account creation that introduce new designs to the world. This study is
focused on ready-to-wear (hereinafter referred to as ‘pret-a-porter’) luxury apparel, and
examines the possibilities of predicting the pret-a-porter designs of clothing suitable for
sale in Paris and Milan. It is important to understand the present conditions of fashion
houses which is, in fact, distributing original designs to the world. We elected to make
studies of Balenciaga and Lanvin in order to gain an understanding of the inner workings
of fashion houses. It also investigates, and makes forecasts, for designs which will be
presented at Lanvin 2010-11 Autumn/Winter Collection. This paper is an interim report
on the progress of this endeavor.

Keywords: fashion, luxury brands, design management

Day 3 | Session 5 | Room A | Presentation 3 207

Emotion in Fashion design - Chairperson: Masao KASUGA

(337) Aesthetic Experience and Comfort:

‘Garment Design Integrated with Movement Qualities,
Dynamic Bodily Expression, and Emotion’
JEON Eunjeong, Curtin University of Technology, Australia
This research investigates comfort factors of users’ aesthetic experience, in particular
emotional and aesthetic experiences that enhance wearability. The aim of the research
is to develop concepts of movement-based interaction for inducing emotion, focusing
on clothing as an interactive object. The more specific aim is to explore how to integrate
movement qualities, bodily expression and emotion in garment design. The research
utilizes the technique of scenarios to analyse the relationship between emotion and
movement and garment. Garment has been developed for the participant as a prototype
under the concept of shape change, ‘Transe-For-M-otion.’ The results indicate that,
when wearing clothing in the context of comfort, the participant used her clothing to
wrap or hold her body for the purpose of “protecting,” “hiding,” and “disguising” in
insecure situations (feelings associated with relief and security), and conversely, for “self-
expression” in secure situations (feelings associated with pleasure and enjoyment). In
addition, the participant seemed to have her own ideas and gained great enjoyment by
manipulating the garment in an interactive way with her body. The sense of movement,
which refers to trace or the positional history of human motion, is closely related to space.

Keywords: aesthetic experience, comfort, movement, clothing

208 Day 3 | Session 5 | Room A | Presentation 4

 Emotion in Fashion design - Chairperson: Masao KASUGA

(292) Influence of Familiarity on Emotional Responses to

Natural Scene Ads
A Study of Kansei in Japanese Advertising
SANABRIA ZEPEDA Jorge Carlos, University of Tsukuba, Japan
CHO Young-Il, University of Tsukuba, Japan
YAMANAKA Toshimasa, University of Tsukuba, Japan
This kansei study explored how familiarity to associations of ads’ visual and verbal
components influence emotional responses. Stimuli were obtained from Japanese printed
advertisements, and consisted of visuals (i.e. a natural scene) and their corresponding
headlines (i.e., advertising copy). At first, a group of subjects evaluated their familiarity
level to visuals and headlines, and stimuli were filtered based on results. In the main
experiment, a different group of subjects rated their familiarity to the association of
visuals and headlines on a Likert scale, as well as their emotional responses (arousal
and pleasure) using the pictorial assessment technique SAM (Self-Assessment Manikin).
Results showed high correlation between familiarity and pleasure, yet low correlation
between familiarity and arousal. The characteristics of the stimuli and their effect on the
variables pleasure, arousal, and familiarity, were explored through ANOVA. It is suggested
that, in the case of natural scene ads, familiarity to associated visuals and headlines may
increase pleasure level to ads, and that certain components in the visuals (e.g., water)
may increase arousal levels.

Keywords: Advertising, Association, Emotional Responses, Familiarity, Kansei

Day 3 | Session 5 | Room A | Presentation 5 209

Affective computing, gesture - Chairperson: Nadia BERTHOUZE

(264) Pose generation system expressing feelings and state

HAGIWARA Masafumi, Keio University, Japan
EMI Tomoko, Keio University, Japan
A pose generation system expressing feelings and a state is proposed in this paper. This
system generates a pose in accord with the image that the user wants to make, and
it outputs avatars with the pose. The operation of the system is very simple, and the
generation of the high quality avatar with pose is possible. First the user chooses some
onomatopoeia which is near to the image of the pose that wants to create. Onomatopoeia
are words that sound like the objects they name or the sounds those objects make.
The system determines the initial values of the parameters to constitute a pose from
chosen onomatopoeia. And various poses are generated by genetic operations based on
the initial values, and they are shown to the user. Then the user selects and evaluates a
favorite poses, and the system learns the image of the user based on the evaluations. In
this way, interactive genetic operations are performed and more and more suitable poses
are generated. Furthermore, the addition of the expression to the pose is possible: an
expression and various feelings / state expression by the pose are realized. A viewpoint
can be moved freely on the screen. Expression by the pose and the effectiveness of the
proposed system are confirmed through evaluation experiments.

Keywords: Pose generation, Kansei, Onomatopoeia, avatar

210 Day 3 | Session 5 | Room B | Presentation 1

 Affective computing, gesture - Chairperson: Nadia BERTHOUZE

(419) Does body movement affect the player engagement

experience?
BERTHOUZE Nadia, University College London Interaction Center
(UCLIC), United Kingdom
Full-body controllers have recently become a regular feature in the gaming industry.
Presumably, the idea has been to create a more natural and engaging experience in the
players and perhaps to make it accessible to a larger population of users. Indeed, it has
been shown that body movement supports cognitive processes, regulates emotions, and
mediates affective and social communication. As such it is a very important communication
channel that technology should exploit for achieving a more positive user experience.
This raises a number of research questions among which are: can body movement as an
interaction modality affect or change the quality of user experience? And, how should
technology be designed to support such modulation process? This paper aims to propose
and discuss a model of the relationship between body movement, controller type and
quality of engagement based on the lessons learnt from the author’s previous attempts
to explore how body movement required and afforded by new game controllers affects
the quality of the player’s experience. The discussion is grounded into and supported by
the literature on the regulatory properties of body movement on emotions.

Keywords: Body movement, Engagement, Computer Games, Affective states, Social

engagement

Day 3 | Session 5 | Room B | Presentation 2 211

Affective computing, gesture - Chairperson: Nadia BERTHOUZE

(473) Modelling Non-Acted Affective Posture in a Video Game

Scenario
KLEINSMITH Andrea, University College London, United Kingdom
BIANCHI-BERTHOUZE Nadia, University College London, United
Kingdom
How people experience affect and emotion, both in conveyance and recognition, at least
partially determines how they interact with others, how they perform in their jobs, as
well as how they carry out general day-to-day activities. A lot of diverse technologies
have become part of working and social life, hence it is crucial to gain an understanding
of whether recognising the affective state of the user may be added to increase the
technologies’ effectiveness. In this research, body posture has been chosen as a modality
to recognise affect in the user. The rationale behind this choice is threefold: i) recent
studies in neuroscience, psychology and cognitive science have shown the importance
of body posture as an affective communication modality; ii) body posture has been
rather unexplored as an affective modality in the computing field; and iii) technology is
becoming multimodal with an emphasis on controllers that afford and require natural
body movements as one of the interacting modalities. The study presented in this paper
aims at recognising non-basic affective states from non-acted body postures in the
context of a video game situation with a full body controller - the Nintendo Wii. These
expressions are typically more subtle and more complex than acted expressions. Different
from a lot of the research in this field, human observers are used to determine the ground
truth of the affective postures. The reason for this is that most of the other research
uses professional actors who are able to purposely use their bodies to express strong
and clear emotions. Other methods such as self-report have been shown to be fairly
unreliable, and physiological assessments of affect are reliable only for certain types of
affective states (e.g., levels of stress or frustration). An online posture evaluation survey
was conducted using affective body postures collected with motion capture systems. The
postures are reconstructed as faceless humanoid avatars and presented for classification
by human observers. The agreement levels and reliability ratings between the observers
are calculated after which a repeated sub-sampling validation method is implemented
for determining agreement levels between subsets which are used to create a set of
benchmarks. Automatic recognition models are then built and tested for their ability to
generalise to both new observers and new postures also using repeated sub-sampling
validation. The input to the automatic recognition software is the numerical output
of the motion capture system (i.e., the position of each joint in the three-dimensional
space) to create a low-level description of the configuration of the postures. Finally the
recognition software maps these descriptions into affective states using mapping models.
The automatic recognition models are then compared to the benchmarks to evaluate the
automatic models’ recognition performance. The results are encouraging. As discussed
in the literature, non-acted affective postures are more difficult for human observers to
categorise. However, human agreement levels in this study are above chance level and
the automatic recognition models achieve recognition percentages comparable to the
benchmarks.

Keywords: affective posture, automatic emotion recognition, human emotion

recognition

212 Day 3 | Session 5 | Room B | Presentation 3

 Affective computing, gesture - Chairperson: Nadia BERTHOUZE

(415) Emotional contagion in interactive art

IACOBINI Matt, University College London Interaction Center (UCLIC),
United Kingdom
GONSALVES Tina, University College London, United Kingdom
BERTHOUZE Nadia, University College London, United Kingdom
FRITH Chris, University College London, United Kingdom
The study reported in this paper is part of a larger project, Chameleon, that through
a multi-disciplinary collaboration investigates the scientific foundations of emotional
contagion, transforming it into an art experience. The aim is to create an emotional bond
with the audience and to trigger reflection on emotions. The Chameleon art installation
uses facial expression recognition technology to detect the emotional state of the
audience and responds using a simple emotional contagion response mechanism and
a video portrait selected in real time from a database of emotional video portraits built
by the artist. In this paper we evaluate the ability of Chameleon to induce a need for
emotional introspection and reflection in the audience. For this aim, an art exhibition
was installed with emotional video portraits projected on different walls. The audience
was told that the artwork was able to read their emotions and to respond to them while
they were walking around the space. Visitors of the exhibition were invited at the exit to
participate in the project by being interviewed. Semi-structured interviews were carried
out and grounded theory was used to formally analyze the recorded interviews. The
results showed that the audience was able to emotionally engage with the expressive
portraits often by feeling that an emotional communication loop had emerged. The
results also shed light on how this type of technology and the environment in which it is
demonstrated could be improved to facilitate the communication loop to take place. The
paper provides a detailed discussion of these results.

Keywords: affective computing, experience evaluation, emotional contagion, facial

expression recognition

Day 3 | Session 5 | Room B | Presentation 4 213

Affective computing, gesture - Chairperson: Nadia BERTHOUZE

(347) P300 and Response Time from Color-Emotion Stroop

Task
WANG Shangfei, China
DING Rui, China
Objectives: The event-related potential (ERP) of color-emotion stroop recognition
task is made to study whether color could invoke physiological response. Methods: 52
different colors chosen from LCH color space are displayed on the screen, and 20 healthy
college students are asked to report their emotional responses to each color. Then
their emotional responses to each color stimulus are averaged. 3 colors, with highest,
median and lowest averaged valence representing positive, neutral and negative emotion
respectively, are chosen as the background color of 3 kinds of facial expression exhibiting
happy, neutral and angry emotions. The expression pictures are covered by different
color with 90% opaqueness. The color-emotion Stroop paradigm is designed to study
color’s effect on the same expression. The EEG is used as physiological measures. Another
18 subjects who have the same color preference as the previous ones are required to
identify the expression and to ignore the color. Result: The LSD results reveal that there
are significant differences between the RT under the positive and neutral color on happy
expression, that of the positive and neutral color and that of the positive and negative
color on neutral or angry expressions. Furthermore, on neutral expression for P300
amplitude, the differences between the positive color paired with neutral color on the
electrode F6 and F8, the neutral paired with negative color on AF4, AF8, F8, and FP2
are significant. However, no significant differences are observed for P300 amplitude and
latency on happy and anger expression at these electrode sites. Conclusions: There are
strong activities from 200 to 400 ms, while the 5 electrode sites (AF4, AF8, F6, F8, FP2)
are located in the forehead, which have the significant difference on P300 amplitude on
neutral expression, this might be an indication of the forehead managing the emotional
color-expression conflict. We conclude that the color might cause human physiological
response.

Keywords: color-emotion stroop, Event-related potential, P300, Response time

214 Day 3 | Session 5 | Room B | Presentation 5

 Kansei evaluation - Chairperson: Noboru KOYAMA

(316) A study on an analyzed method of the emotional images

of products
YAMAOKA Toshiki, Wakayama University, Japan
This paper describes an analyzed method of the emotional images of products using
the correspondence analysis and the formal concept analysis. Participants were asked
to answer questions of 15 emotional images of 10 electronic dictionaries. They were
12 university students (male:5, female:7). The emotional image terms are as follows.
1) modern, 2) classic, 3) simple, 4) nicely-shaped, 5) a sense of luxury, 6) easy to see,
7) strongly-built, 8) multifunctional, 9) new, 10) highly individualistic, 11) colorful, 12)
attractive, 13) imposing, 14) decorative, 15) cute They put a mark on a questionnaire
when they felt an emotional term suited a product. The frequent data of the questions
were analyzed using the correspondence analysis and cluster analysis. 3 groups were
classified. A group: 1) modern, 4) nicely-shaped, 5) a sense of luxury, 7) strongly-built,
9) new, 10) highly individualistic, 11) colorful Product (b)(e)(j) B group: 3) simple Product
(a)(c)(f)(g)(h)(i) C group: 2) classic, 6) easy to see, 8) multifunctional Product (d) As the
terms of 12) attractive, 13) imposing, 14) decorative, 15) cute were low score, they
were not used in the analysis. From the results of A group, the “nicely-shaped” needs
“modern” and “a sense of luxury”. From the results of B group, the “simple” is a very
common emotional term. After analyzing, the relationships between the emotional
terms and the products were analyzed using the formal concept analysis. The frequent
data of the questionnaires were changed into the binary data(1 or 0) for the formal
concept analysis. If the frequent data is more than half (6), then it’s changed into 1. The
formal concept analysis shows the relationship between the products and emotional
terms from viewpoint of the attribution implication. The results of the formal concept
analysis based on the concept lattice show the following information. (1) “modern”,
”nicely-shaped”, ”classic”, ”simple and “multifunctional” are very common terms for the
electronic dictionaries. (2)“modern” and “ nicely-shaped” contain “a sense of luxury” in 2
products. (3)“classic” and “multifunctional” contains “nicely-shaped” and “ easy to see”
in one product. (4)“nicely-shaped” and “multifunctional “ contain “classic” and “ easy
to see” in one product. (5)“a sense of luxury” contains “modern” and “nicely-shaped”
in 2 products. (6)“easy to see” contains “classic”, “nicely-shaped” and “multifunctional”
in one product. (7)“strongly-built” contains “modern”, “ nicely-shaped” and “ a sense
of luxury” in one product. (8)“new” contains “modern”, “ nicely-shaped”, “ a sense of
luxury”, “ highly individualistic”, and “colorful” in one product. (9)“highly individualistic”
contains “modern”, “ nicely-shaped”, “ a sense of luxury”, “ new” and “ colorful” in one
product. (10)“colorful “ contains “modern”, “ nicely-shaped”, “ a sense of luxury”, “ new”
and “ highly individualistic” in one product. Designers can do emotional design based on
the above-mentioned data. As conclusion, the correspondence analysis and the formal
concept analysis provide a lot of useful information to researchers, developers, designers
and so on in case of qualitative study like an emotional image.

Keywords: formal concept analysis, correspondence analysis, cluster analysis

Day 3 | Session 5 | Room C | Presentation 1 215

Kansei evaluation - Chairperson: Noboru KOYAMA

(474) Subjective evaluation experiment of air-conditioning

sounds in a vehicle according to the differences between
generations
KASUGA Masao, Utsunomiya University, Japan
NAKASAKI Ryota, Utsunomiya University, Japan
OGATA Takaharu, Utsunomiya University, Japan
HASEGAWA Hiroshi, Utsunomiya University, Japan
OZEKI Yukio, Calsonickansei Corporation, Japan
ONDA Masaharu, Calsonickansei Corporation, Japan
In this paper, we tried to evaluate sounds originating from the air-conditioning system in
a vehicle from a viewpoint of sound quality. First, we investigated words that represent
characteristics of the air-conditioning sounds. Next, we carried out a subjective evaluation
experiment using the SD (semantic differential) method [2] for the air-conditioning
sounds to subjects in various generations. In this experiment, we evaluated not only
the SPL but also psychoacoustic parameters of the loudness and sharpness. Finally, we
performed a factor analysis to determine major factors that represent characteristics of
the air-conditioning sounds.

Keywords: air-conditioning sound, subjective evaluation, psychoacoustic parameter

216 Day 3 | Session 5 | Room C | Presentation 2

 Kansei evaluation - Chairperson: Noboru KOYAMA

(235) Natural stones and ceramic tiles imitations: comparison

of consumers’ emotional response using product semantics
SOLVES Clara, Instituto De Biomecánica De Valencia, Spain
ARTACHO MiguelÁngel, Instituto De Biomecánica De Valencia, Spain
ZAMORA Tomás, Instituto De Biomecánica De Valencia, Spain
ALCÁNTARA Enrique, Instituto De Biomecánica De Valencia, Spain
In the flooring and covering sector, ceramic tiling faces many other different materials
competing for market share, like natural stones. More and more, technological advances
allow ceramic materials to improve their ability to imitate natural stones. This factor
jointly with the features inherent to ceramic materials (price, variability, availability,
hygiene, etc.) involves a relevant competitive advantage. Therefore, manufacturers
pursue obtaining reliable imitations of natural stones, trying to generate the same
emotional responses. Present study is focused on comparing the emotional response
generated by natural stones and ceramic imitations by means of product semantics.
Eleven ceramic materials and six natural stones, including granite, marble and slate were
used to configure the sample of products. A sample of twenty consumers evaluated
the sample using 13 emotional semantic concepts. A question regarding product
preference was also included to obtain the emotional concepts that have an influence
on it. An analysis of variance has been performed with the type of flooring as a factor.
It shows that there are significant differences between natural stones and ceramics
tiles in seven emotional concepts. Ceramic tiles obtain higher scores in concepts such
as innovative, comfortable and elegant. Nevertheless ceramic tiles have lower scores in
concepts related to resistance and handcrafted. No differences appear in basic concepts
as hygienic, practical and high quality. A binary logistic regression has been applied to
analyze the product preference. It shows that three concepts have a significant influence
on consumers’ preference: comfortable, elegant and sober. It can be concluded that
ceramic imitations differs from natural stones perceptions in some emotional concepts.
Ceramic tiles improve the results of natural stones in the most relevant concepts related
to consumers’ preference. Nevertheless there is room for improvement in ceramics
tiles. The main challenge is to improve the conveyance of messages of basic properties
of coverings like resistance. Furthermore, ceramic claims widely used by manufactures
such as hygienic advantage have not been detected by consumers. This fact should force
manufactures to find the way to convey consumers such a crucial property perception.

Keywords: Product semantics, aesthetics, symbolic values

Day 3 | Session 5 | Room C | Presentation 3 217

Kansei evaluation - Chairperson: Noboru KOYAMA

(216) Interactive User Tests to Enhance Innovation

Application to Car Dashboard Design
PETIOT Jef, Ecole Centrale Nantes, France
POIRSON Emilie, Ecole Centrale Nantes, France
ALIOUAT Emmanuel, Renault, Direction De La Recherche, Groupe
Perception Et Analyse Sensorielle, France
BOIVIN Ludivine, Renault, Direction De La Recherche, Groupe
Perception Et Analyse Sensorielle, France
BLUMENTHAL David, Renault, Direction De La Recherche, Groupe
Perception Et Analyse Sensorielle, France
The development of new products that satisfy consumers’ needs and preferences is a
very important issue. To avoid flops, the control of the risks in product innovation and
the reduction of the innovation cycles require valid and fast customer’s assessments,
for determining new products that effectively correspond to the customer’s taste. In
particular, the shape of a product is an important factor in the success or the failure of a
product. Since several years, in various research fields, many works are dedicated to the
design of shapes by the analysis of the user’s perception. Kansei engineering for instance
produced many tools and methodologies in this research area. The work proposed in this
paper is in this context. It is based on the use of interactive users’ assessment tests to
enhance creativity, by the way of interactive genetic algorithms (IGA) for capturing users’
responses. A set of parameterized designs, defined with a CAD system, are presented
iteratively to the user to be evaluated by a graphical interface. This navigation in the
design space may converge towards designs that maximize a subjective criterion, given
in advance to the user. We describe in the paper the interest of this approach for the
design of forms and the setting of design constraints. The proposed application concerns
the design of “innovative” car dashboards (innovative has to be understood here as in
agreement, according to the user, with a particular semantic dimension, for instance
“compact”, handy”, …).

Keywords: interactive genetic algorithms, shape design, car dashboard, CAD models

218 Day 3 | Session 5 | Room C | Presentation 4

 Kansei evaluation - Chairperson: Noboru KOYAMA

(281) The Reasearch 0f The Allure Factors of the Travel around

Taiwan Island via Bicycle
HUNG-YU CHANG,, Taiwan
CHING-YUAN Chuang,, Taiwan
TSENG-PING Chiu,, Taiwan
MIN-YUAN Ma,, Taiwan
Following the Lohas, Green Energy Saving and Rest on Weekends three topics. Leisure
activity was already became a most importance area, especially the cycling is the popular
in Taiwan, it can strengthen a human body significantly and reduce air pollution. Taiwan
is a small island and it has an extensive road system making so it easy to travel from place
to place, the government encourage people attending the Leisure activity of cycling. In
increasing numbers, people are making the travel around Taiwan Island via bicycle. It’s a
fun and interesting way to explore the island .Why the making the travel around Taiwan
Island via bicycle is fun? What’s the allure in the travel around Taiwan Island via bicycle?
In this study, we focus on the professional of making the travel around Taiwan Island via
bicycle opinion and we use the EGM method to find the travel around Taiwan via bicycle’s
allure, than we make questionnaire to ask the 20 people had making trips around Taiwan
via bicycle and 20 people have not shown their opinions of the allure factors. Finally
the data of experiment were analyzed by Quantification method I and T-test. This study
offered the designers the different point of views of users of the trips around Taiwan via
bicycle and we can find some allure factors to design the product about the trips around
Taiwan via bicycle. Keywords?Kansei engineering, Bicycle, EGM, Quantification method I.

Keywords: Kansei engineering, Bicycle, EGM, Quantification method I

Day 3 | Session 5 | Room C | Presentation 5 219

Experience design - Chairperson: Toshiki YAMAOKA

(395) A Systems Thinking Approach to an Activity Rousing

Consumer’s Buying Motivation
Focusing on “Kansei Information” in Pop Ads And Direct Mail
KOSAKA YUJI, Oracle Co., Ltd.,, Japan
SHIIZUKA Hisao, Kogakuin University, Japan
This paper discusses causalities between kansei information and consumer buying
behavior and actions a firm can take knowing that kansei information influences such
behavior. We regard information transmitted through point-of-purchase advertisements
(POP ADS) at retail stores as one of the factors that incentivize customers to make
purchases. Our focus is on kansei information, which is the result of cerebral processing
of information obtained through the five senses, leading to positive affect. Since 2000,
we have conducted research into the effects of kansei information on consumer buying
behavior in various industries in Japan. Based on observations of such effects as well as
firms’ marketing and sales activities, we have explored a way to build a systems dynamics
model centering on the effects of kansei information. In this paper, we consider messages
contained in kansei information through POP ADS and direct mail, explain causal
relationships using a systems thinking approach, and construct causal loop diagrams.
Making comparisons with the causal loops, we also examine a case study from an actual
retail store which takes advantage of kansei information in an attempt to increase
customer buying motivation.

Keywords: Kansei Information, Systems Thinking, Causality

220 Day 3 | Session 5 | Room D | Presentation 1

 Experience design - Chairperson: Toshiki YAMAOKA

(47) Measuring Interest and Price for Sensory Experience

Application to Hotels
MOSKOWITZ Howard Richard, Moskowitz Jacobs, Inc., USA
FYRBJÖRK Johanna, ZenInSight, Ltd., SWEDEN
SHOFU Rieko, Corporate Design Department, Hakuhodo, Inc., JAPAN
BEVOLO Marco, Marco Bevolo Consulting, NETHERLANDS
MOSKOWITZ David, Moskowitz Jacobs, Inc., USA
GOFMAN Alex, Moskowitz Jacobs, Inc., USA
Our study looked at the interest and expected price one would pay for a variety of
experiences in a hotel. These experiences covered four different aspects of each of
four of the five senses (seeing, touching, smelling, hearing). A total of 315 respondents
evaluated experimentally designed vignettes, comprising a different combination of
positive, pleasant sensory experiences that a hotel might offer its guests as a point of
differentiation. Each respondent evaluated a unique set of these vignettes. The ratings
to the vignettes were deconstructed into the contribution of each sensory experience
as a driver both of interest in the hotel, and of relative amount of money one was
willing to pay, versus a standard one night hotel cost. It is not the particular sense, but
the particular experience that drives interest and amount willing to pay. Three mind-set
segments emerged; Sensory seekers, Fragrance

Keywords: conjoint analysis, senses, mind-set

Day 3 | Session 5 | Room D | Presentation 2 221

Experience design - Chairperson: Toshiki YAMAOKA

(389) A Market Segmentation Process Based on Usage Context

YANNOU Bernard, Ecole Centrale Paris, France
WANG Jiliang, Ecole Centrale Paris, France
The analysis of customer’s requirements and preferences is an important stage for
product design. Due to limits of company’s budget and marketing strategy, managers are
always willing to choose profitable segments as target market segments for launching
new products or redesigning of exist products. Prediction of customer demand of a given
product in a given market segmentation is essential to enterprise decision model which
involving demand model and cost model. So the precision of market segmentation, which
determines the quality of demand prediction, becomes especially important. Market
segmentation consists in defining homogeneous groups of customers and it is one of the
building blocks of effective product or product family positioning. Products or services
can no longer be designed and sold without considering customer needs and recognizing
the heterogeneity of those needs. Various statistical techniques are available in order
to identify market segments, among these, cluster analysis and latent class models. For
the segmentation variables, traditional market segmentation methods always based on
marketing attributes and demographic attributes of customer, or correlations between
them. Severer product competition can fragment markets into multiple technical niches,
becoming difficult to capture with traditional modeling attributes. As customers become
more market savvy and markets continue fragment, current market segmentation
model could greatly benefit from exploiting the rich contextual information that exists
in customers’ product usage. For example when the customer is experienced and able
to imagine the probable performances of the product or service in regard to the future
usage, traditional marketing segmentation methods are not as effective as they could
be in driving an efficient marketing policy. In this paper, we begin by a general literature
review of market segmentation method and usage context model in research. Next, we
present the basic principles behind our general usage model and show how it may be
integrated into a method of market segmentation. Finally, we apply the usage context
integrate market segmentation method in a brief case study of cutting a wood board with
a jigsaw tool in order to exemplify how usage context variables may influence segments.
We conclude by reaffirming the utility of this integrated method and outlining the further
research work that will be done in the future.

Keywords: Usage model, Usage context, Market segmentation, Cluster analysis

222 Day 3 | Session 5 | Room D | Presentation 3

 Experience design - Chairperson: Toshiki YAMAOKA

(525) Modeling of Human Interest in Products by Observing

Behaviors of Customer in a Store
OGINO Akihiro, Kyoto Sangyo University, Japan
IMAMURA Naoki, Chuo University, Japan
KATO Toshikazu, Chuo University, Japan
This paper proposes a method for modeling the degree of human interest in products for
sale by observing the behaviors of customers in a store. In this study, we observe human
behaviors towards products in a ubiquitous environment and analyze the observed
data using cluster analysis and rough sets to make a model of level of interest. We call
our model the ‘Action Interest model.’ We confirm that the action interest model can
measure the degree of human interest in a product, based on their behavior toward it, to
an accuracy of 87%. It is also possible to detect the level of interest in a product in which
a consumer shows interest but does not buy.

Keywords: KANSEI modeling, analysis of consumer behavior, ubiquitous environment,

rough set, cluster analysis

Day 3 | Session 5 | Room D | Presentation 4 223

Experience design - Chairperson: Toshiki YAMAOKA

(509) Combinative Value Creation in Purchasing Behavior

SHINDO Yukimune, Graduate School Of Chuo University, Japan
SHOJI Hiroko, Chuo University, Japan
Consumers’ daily purchasing behavior is used as an example, observing decision-making
processes to determine the optimal combination of several product items. Heuristics
focusing on combinative value were identified that lead efficiently to satisfactory
decision-making.

Keywords: Purchasing behavior, Combinative value, Value creation, Decision-making

224 Day 3 | Session 5 | Room D | Presentation 5

 Visual Kansei and Colour - Chairperson: Hervé CHRISTOFOL

(40) Research into the Emotion Dimensions Revealed by the

Colors of Beverage Packaging
WANG Regina W.Y., National Taiwan University of Science And
Technology, Taiwan
CHEN Ying-Chun, National Taiwan University of Science And
Technology, Taiwan
HUANG Chuan-Tim, National Taiwan University of Science And
Technology, Taiwan
This study aims to explore the factors in distinct light colors of fluorescent lamps in stores
that affect color presentation of the printing on beverage packaging, and conduct a first-
stage survey of market. According to the survey result, two pilot tests are later conducted
in stage two on the two design properties, ‘color temperature of LED white light’ and
‘color scheme of packaging’, and how they affect test participants¡¦ emotional cognition.
After observing and analyzing the existing design samples, we had three findings: (a) For
the trend of colors presented on beverage packaging in ‘color temperature of fluorescent
white light’, ‘high color temperature’ (61.65%) is in the majority; in ‘color scheme of
packaging’, ‘analogous hue’ (61.12%) is in the majority. (b) For the pilot tests of emotions
for the colors presented on beverage packaging in ‘color temperature of LED white light’,
‘medium color temperature’ can best create positive valence (medium > low > high). For
those in ‘color scheme of packaging’, ‘analogous hue’ can best create positive valence
(analogous > contrast > complementary). (c) The comparison of current quantity and
emotion survey shows the color presentation of existing beverage packaging is roughly
consistent to consumers¡¦ emotional reactions. ‘Color temperature of LED white light’
and ‘color scheme of packaging’, proposed in this study as criteria for categorization
on beverage packaging, will be able to clearly present design trend in the market. We
hope this paper will make a contribution to the studies of presented colors on beverage
packaging and consumer emotions.

Keywords: color scheme of packaging, hue, white-light LED, color temperature,

emotion

Day 3 | Session 5 | Room E | Presentation 1 225

Visual Kansei and Colour - Chairperson: Hervé CHRISTOFOL

(513) Comparative study of Images associated with Japanese

and English Color Terms
MINAGAWA Jun, Tokyo Future University, Japan
BAN Hiromi, Tokyo Future University, Japan
Impressions for color terms both in Japanese and their translations into English were
examined. University students participated in this research. The results showed some
difference in impression of color terms among groups.

Keywords: Color terms, Image, Impression, Semantic differential technique

226 Day 3 | Session 5 | Room E | Presentation 2

 Visual Kansei and Colour - Chairperson: Hervé CHRISTOFOL

(246) Associating Color with Emotions based on Social Tagging

FENG Haifeng, LIP6 - UPMC, France
LESOT Marie-Jeanne, LIP6 - UPMC, France
DETYNIECKI Marcin, LIP6 - CNRS, France
Color is an important component to express emotions in images. The relationships
between color and emotions have long been studied, both from artistic and psychological
points of view. In this paper, we study the links that can be established in an unconstrained
experimental setup, using a social tagging system that enables users to freely label
images, without imposing any restriction regarding the label or the image choices. After
collecting images labeled with emotion terms from the FlickR system, we consider both
an objective color description of the images in the HSV color space, as well as a subjective
semantic description, using images presenting color terms tags. The latter thus applies
to images for which annotators underlined the importance of the chromatic content and
leads to the identification of emotion characterization in terms of colors and reciprocally
of colors in terms of emotions, although not in bijective relations.

Keywords: emotion detection, image processing, affective computing, machine

learning

Day 3 | Session 5 | Room E | Presentation 3 227

Visual Kansei and Colour - Chairperson: Hervé CHRISTOFOL

(220) The New Implication of Ornament Design

HSU Pei-Ling, National Cheng Kung University, Taiwan
MA Min-Yuan, National Cheng Kung University, Taiwan
Ornament is one of the elements which have been taken into account within the field of
products design. Deciphering effects from different ornaments will facilitate promoting
the value and orientation of designed products. Furthermore, the way to achieve the
goal of effectively manipulating ornaments through specific principles to escalate the
aesthetic perception of products is an important topic as well. However, as time keeps
moving forward, the definition of ornament hasn’t been modified at all. The aim of
the present research is to redefine the implication of ornament design through the
investigations from different users. The present research has been operated within two
phases, which are interview and questionnaire respectively. As the result, the dimensions
of ornament could be extracted into five aspects: the specialty of aesthetics, the color
of product patterns, the ratio of area, the material and the promotion of the sense of
value. Ornament will also be able to offer users the visual joy of the gradation. Physical
specialties, on the other hand, contain the color of product patterns, the ratio of area and
the material, which illustrates that different particularity and orientation of products can
be endowed with by making use of the design of physical specialties. After comparing
with previous literature, we have found out that ‘promotion of the sense of value is a new
dimension which is a new definition of ornament in modern days.

Keywords: Ornament, Produces design, Miryoku engineering

228 Day 3 | Session 5 | Room E | Presentation 4

 Visual Kansei and Colour - Chairperson: Hervé CHRISTOFOL

(21) Preference measures of rectangle ratio on MBTI

Personality Types
WANG Ching-yi, Institute of Applied Arts, National Chiao Tung
University, Taiwan
CHUANG Ming-Chuen, Institute of Applied Arts, National Chiao Tung
University, Taiwan
Whether the golden ratio is the favorite ratio for people is a controversial research issue
until now. The purpose of this study is to investigate whether oriental people in Taiwan
have the preference to the western culture originated golden ratio and to find out how
the personality affects ratio preference by using the MBTI (Myers-Briggs Type Indicator)
test to classify people into different personality types. First, 120 subjects been classified
into 16 identified personality types by the MBTI test were screened out from 195
subjects recruited in this study. After that, they were asked to estimate the preference
to 15 horizontal and 15 vertical rectangles with varied ratios, respectively. The results
of the study were summarized as follows: (1) The most popular personality types of the
subjects are ISTJ and ISFJ types, while ENTJ and ESTP types are much less popular; (2) The
tendency of preference to varied ratios can divide into three classes: people tend to like
the ratio of a square, the preference to golden ratio is fair, and when the ratio increases
to exceed the golden ratio will be gradually disliked; (3) The personality of a person does
affect his preference to golden ratio. The V6, H7 and H8 ratios are liked by people with
different types of personality, I type and T type people prefer V6, people of S type and J
type prefer H7 and people of F type and J type prefer H8; (4) Women with non-designer
background like golden ratio, but men dislike. Most designers prefer golden ratio. This
result could be used as guidelines for product design and market position setting.

Keywords: golden ratio, MBTI, preference measures

Day 3 | Session 5 | Room E | Presentation 5 229

Culture - Chairperson: Stéphanie BUISINE

(19) Creating Customer Experience and Hospitality at the

Kyoto Long-standing Company Kyogashi-shi ‘Suetomi’
IRISAWA Yusuke, Waseda Business School, Waseda University, Japan
NAGASAWA Shin’ya, Waseda Business School, Waseda University,
Japan
Kyoto, a sister city of Paris, France, is representative as a Japanese ancient city and a town
letting you feel the history. In the Kyoto, it is famous for the unique Japanese culture
that we called Tea Ceremony and Zen and there are many long-standing companies. We
focused on the long-standing company of Kyoto so that we thought there is a relation
between the unique Japanese cultures, the existence of the Kyoto long-standing
company and the characteristic of their product. It is possible for the long-standing
company to stand at the long-term, because they create a new customer value from
their characteristic of the management. Therefore, this study aims to analyze the relation
between managerial characteristics and customer experience for the long-standing
company from the perspective of building customer experience, based on Suetomi’s case.
Also, we examine managerial characteristics to build customer experience using strategic
experience modules, strategic implementation of such customer experiences and the five
customer experiences management frameworks. Based on these analysis, we discuss the
possibility of the long-term existence for the long-standing company and the connection
of Hospitality for Japanese culture.

Keywords: Customer Experience, Hospitality, shinise, Kyogashi Master, Suetomi

230 Day 3 | Session 5 | Room F | Presentation 1

 Culture - Chairperson: Stéphanie BUISINE

(331) A Cross-Cultural Comparative Study of Thought Process

Cognitive Diversity According to Regions and Mathematical
Minds
PARK InChan, University of Tsukuba, Japan
YAMANAKA Toshimasa, University of Tsukuba, Japan
Contemporary designers are now factoring Kansei to meet their goals in the development
of consumer products. We focused our attention on their recognition processes as a
method to perceive the consumer’s Kansei. The purpose of this research is to examine
the cognitive diversity according to various regions and mathematical minds. We studied
two different ways of recognizing images: attribute-oriented thought and relationship-
oriented thought. Through fundamental experiment, it was found that 39 Japanese and 45
European subjects (33 Dutch and 12 English) had stronger tendencies in attribute-oriented
thought than 45 Korean subjects. Despite regional similarities, the results for attribute-
oriented thought of Japanese were much different from the results of Koreans. Next, we
explored the mathematical minds (skill and interest) as other factors for creating attribute-
oriented thought. 62 Japanese university students participated in this experiment. As
results of experiment, there were no significant differences between mathematics-based
majors and non-mathematics-based majors in attribute-oriented thought. However,
when it comes to the case of students who were interested in mathematics, there was a
notable inclination towards attribute-oriented thought compared to those who were not.
Furthermore, the dissimilarities of attribute-oriented thought were bigger among males
than females. The important findings of our research are that the cognitive inclinations of
Japanese correspond greatly to the ones of European than the Koreans’ inclination, and
that the attribute-oriented thought of Japanese is driven by their mathematical interests
more than their mathematical skills. Finally, we learned that mathematical interests could
be one of the factors creating cognitive diversity, and that the cognitive diversity could be
found more easily among males than females.

Keywords: Recognition Process, Mathematical Minds (skills and interests), Attribute-

Oriented Thought, Kansei, Design

Day 3 | Session 5 | Room F | Presentation 2 231

Culture - Chairperson: Stéphanie BUISINE

(439) Japanese Onomatopoeias and Sound Symbolic Words in

Describing Interpersonal Communication
TAKAHASHI Kohske, The University of Tokyo; Japan Society For
Promotion of Science, Japan
MITSUHASHI Hideo, NEC System Jisso Research Laboratories, Japan
NORIEDA Shin, NEC System Jisso Research Laboratories, Japan
SENDODA Mitsuru, NEC System Jisso Research Laboratories, Japan
MURATA Kazuhito, NEC System Jisso Research Laboratories, Japan
WATANABE Katsumi, The University of Tokyo; Japan Science And
Technology Agency; National Institutes of Advanced Industrial Science
And Technology, Japan
Nonverbal communications convey ‘Kansei’ information that explicit verbal
communications fail to transmit. In this study, we surveyed how people perceive
nonverbal communications involving physical contact by using Japanese onomatopoeias
and sound-symbolic words. In the experiment, various pictures depicting two persons
making physical contact were presented. Participants then answered questions, including
one that required them to select the words that were the most suitable for describing the
communication. We found that two frequently selected words expressed the activity of
the motion of the physical contact, while two other frequently selected words described
the atmosphere of the communication scene. The communication associated with
the words describing atmosphere tended to be perceived more desirable than those
describing physical motion. This might indicate that positive impressions of interpersonal
communications tend to be associated with the scene or atmosphere. We also applied
a principal component analysis (PCA) using adjectives for describing the communication,
and mapped the desirability and onomatopoeias onto the constructed multidimensional
feature space of nonverbal communications. The present results and additional analyses
will reveal the detailed relationship between desirable interpersonal communication and
words used to describe communication. Further, it will provide useful starting ground for
designing user-friendly Kansei-communication systems.

Keywords: Nonverbal Communication, Japanese Onomatopoeias and Sound-

SymbolicWords, Principal Component Analysis, Experimental Psychology

232 Day 3 | Session 5 | Room F | Presentation 3

 Culture - Chairperson: Stéphanie BUISINE

(171) Kansei Appealing of Balcony Design

OU Yiling, National Cheng Kung University, Taiwan
CHEN Kuohsiang, National Cheng Kung University, Taiwan
SHIEH Mengdar, National Cheng Kung University, Taiwan
This study seeks to analyze the citizens¡¦ emotional perceptions towards differential
balcony designs of City Yeast - balcony project in 2008 and its feasibilities for enhancing
city attraction. ¡§City Yeast¡¨ is an urban activity which makes each Taiwan city and its
culture unique and further becomes an attractive city by applying creativity. As a common
facility in Taiwan society, balcony is always full of the blots on the city landscape. That
is why they focused on this space and solicited the design proposals from citizens. For
understanding whether City Yeast - balcony project in 2008 had the positive influence on
city attraction, interview and questionnaire were utilized to compile opinions. Moreover,
before the quantitative surveys, the experimental sample selection, definition of
attraction and corresponding relationship between design images and Kansei vocabulary
were defined by those respondents. The quantitative results conclude the attractive
design factors and further evaluate whether City Yeast achieve its target.

Keywords: Kansei design, balcony, city attraction, City Yeast

Day 3 | Session 5 | Room F | Presentation 4 233

Culture - Chairperson: Stéphanie BUISINE

(108) The Study of Different User Groups Usage Needs in Living

Space
CHEN Ming-Shih, Tunghai University, Taiwan
TSAI Yu-Lun, Tunghai University, Taiwan
The trends toward more elderly and fewer children did change the family structure in
Taiwan. There was more and more three-generation family. The elderly spent more
time in living space, also needed to take some household duties. However, the living
space interior design often neglected the elderly needs. According to the reference, the
research found that elderly accommodated themselves to other family members easily
and hard to be aware of the living problems by themselves. These showed the lower
awareness and needs of the elderly and the different requirements between them and
regular people. The research aimed to two different user groups’ usage problems and
needs in living space, hoping to find out a better living environment that suitable for
different group users.

First, the research sorted usage behaviors into six classifications according to the
literature review results, then, designed a “user questionnaire” for the experiment of
user groups’ problems and expectations in living space. Analysis aimed to compare the
different results of problems, needs, and expectations between two group users in living
space. We hoped to set up design guidelines for new built or rebuilt living space and
provided a better living space for different group users lived together.

Keywords: Living space, Usage behavior, User group

234 Day 3 | Session 5 | Room F | Presentation 5

 Kansei engineering - Chairperson: Panos PAPALAMBROS

(154) CARTOPTI: A Tool for Automotive Seat Conception Using

Regression Models and Customers Studies
BLUMENTHAL David, Renault SAS, Research Department, Perception,
France
BOUILLOT Stephane, Renault SAS, Research Department, Perception,
France
The main purpose of our study is to propose a tool for automotive seat conception.
Automotive seat comfort is usually a matter of technical experts. These specialists have
not only technical skills but also a wide knowledge of our customers. They design Renault
seats taking into account customers expectations and technical constraints. This approach
has some limitations, well known by sensory scientists. One of the difficulties is the need of
an iterative process to design seats: new seat proposal, tryouts, improvements, new seat
proposal… The number of different seats increases each year as we have to reduce the
number of expensive prototypes. Thereby, we suggested that the experts enhance their
approach with Preference Mapping. Preference Mapping is one of the methods used in
Sensory Science to establish relationships between sensory and customers’ data in order
to understand customers’ preferences. This methodology is based on regression of each
consumer’s preference scores with the two first axes of a PCA with sensory attributes as
variables. We selected 9 seats with quite different sensory properties. 120 customers
evaluated those seats. We used pressure measurements which take into account the
interaction between the seat and the participant, as sensory ones. We carried on the
previous improvements on preference mapping techniques by developing some specific
functions: to estimate a comfort score for any new seat prototype without conducting
other customers’ evaluation, to provide target values to define the characteristics of an
optimal seat with or without constraints on the technical parameters.

Keywords: sensory science, preference mapping, instrumental measures, automotive

seats

Day 3 | Session 6 | Amphitéâtre | Presentation 1 235

Kansei engineering - Chairperson: Panos PAPALAMBROS

(43) Kansei Engineering: A case study on Iranian youth people

preferences in different classes of available automobiles
ASLEFALLAH Mehdi, University of Arts, Iran
MOHAMMADPOUR Nazanin, University of Tehran, Iran
The aim of this study is to establish a new design database for redesigning the current
Iranian national automobile (Samand). In order to carry out this study, kansei engineering
method was used. It is an appropriate method for linking users’ emotions and product
properties. Samand is the only national car in Iranian Automobile market. Although there
are several models of this car, all of the current models are designed and produced in
Sedan class. However, it seems there are some interests among Iranian youth in SUV
and the other classes of cars. In order to perform the study, sixty women and sixty men
between 18-35 years of age were selected randomly among young people. The six most
popular classes of automobiles in Iran’s market, including Sedan, Hatchback, SUV, Mini,
Van and Coupe were presented as image boards in a showroom. Firstly the participators
were asked to rank the six different car classes according to their interests. Then people
explained their feelings about each board considering forms, sizes and comfort of use.
The participators’ reactions closely observed and their kansei words were gathered. By
analyzing gathered data, the Iranian youth people feelings about each class of automobiles
were identified and their preferences were obtained as design characteristics. The results
showed that both women and men were more interested in SUV car class. They had
special feelings about this class due to its design characteristics. The results of this study
became a new design database for redesigning the national Iranian automobile.

Keywords: Kansei Engineering, feelings, preferences, car classifications, Automotive

Design

236 Day 3 | Session 6 | Amphitéâtre | Presentation 2

 Kansei engineering - Chairperson: Panos PAPALAMBROS

(514) Development of Image Retrieval System Using Multiple

Key Images
YASUKAWA Kazuki, Chuo University, Japan
KATO Toshikazu, Chuo University, Japan
Many image search systems, designed to search on only one sample image, share the
following 3 problems: (A) Appropriate search results can be expected only when users
have images at hand which clearly possess characteristics they want. (B) The same search
results are presented when searched by the same images, even if image characteristics
intended by users vary. (C) Characteristics which are difficult to express, such as the
general color tone and texture, cannot be defined as search keys. To solve these problems,
we developed an algorithm to extract common image characteristics from multiple
sample images and to estimate likely searches. We developed 3 prototype image search
methods: using multiple sample images as a search key, explicitly highlighting details
wanted by users, and estimating characteristics wanted by users from among multiple
sample images presented. We evaluated these systems on a database of 1500 landscape
images and obtained good results.

Keywords: Image Retrieval System, Multiple Images, Graphical Feature

Day 3 | Session 6 | Amphitéâtre | Presentation 3 237

Emotion theory - Chairperson: Yuji KOSAKA

(448) Generation of scene frame of Manga from narrative text

TAKASHIMA Kodai, University of Tsukuba, Japan
ONISAWA Takehisa, University of Tsukuba, Japan
Manga is the Japanese term of comic and is used in this paper. Recently Japanese Manga
has been paid attention to. For example, International MANGA Award is established by
Japanese Ministry of Foreign Affairs in 2007, the establishment of museums for Manga
is planed in several countries and in fact some museums are established. From this
background, some automatic generation systems or some drawing support systems of
Manga are studied using a computer. However, the study on the generation of Manga from
narrative text is not found yet. The final purpose of the presented study is the automatic
generation of Manga from narrative text using a computer. This paper aims at the scene
frames generation for automatic Manga drawing from narrative text as the first step of
the study. The scene frames generation for automatic Manga drawing from narrative
text as the first step of the study. The scene frames generation is an important work in
which pictures as contents of Manga are considered and scene frames locations and their
sizes are determined as the design blueprint of Manga. In fact, if good Manga contents
are not drawn, scene frames sizes are not assigned well and/or if scene frames are not
arranged well, Manga becomes complicated and reading Manga is not fun for readers. In
this paper the procedures of the scene frames generation are studied, which consist of
the following four steps: (1) the preparation step of inputted narrative text, (2) the step
of scene frames generation, (3) the step of scene frame importance calculation and (4)
the step of scene frames assignment/arrangement. In step (1) morphological analysis and
parsing are performed for inputted narrative text, and nouns and verbs are extracted.
In step (2) scene frames are generated based on verbs expressing character’s action. In
step (3) three kinds of importances, the sentence importance, the main story importance
and the importance of the first appearance of a character in story, are calculated. In
step (4) generated scene frames in step (2) are assigned and arranged in Manga based
on importances calculated in step (3). Two kinds of experiments are performed for
validation of the usefulness of the proposed method: (a) the comparison of scene frames
obtained by the proposed method and those obtained by 5 subjects, and (b) 10 subjects
evaluations of scene frames generated by the proposed method. Experimental results
show the followings. (I) The proposed method takes much shorter time to generate scene
frames than human subjects. Therefore, it is found that the proposed method is helpful
to generate scene frames for users who try to draw Manga. (II) The good size of each
scene frame is obtained and generated Manga has enough information for reading and
understanding inputted narrative text. Therefore, it is found that the proposed method
calculates each importance well and generates Manga well. Finally this paper mentions
future works such as the consideration of the method to estimate redundant scene
frames and to deal with them.

Keywords: narrative comprehension, comic (manga), scene frame importance degrees,

character’s action

238 Day 3 | Session 6 | Room A | Presentation 1

 Emotion theory - Chairperson: Yuji KOSAKA

(343) Research of the Different Emotion in Different Driving

Purpose and Position in Car
YANG Chia-Lin, National Cheng Kung University, Taiwan
MA Min-Yuan, National Cheng Kung University, Taiwan
Nowadays the society admires the automobile as the transportation vehicle day by day.
The emotion initiate in the vehicle often affect the mood of the entire journey even the
following traveling schedule. Changing the disposition and the atmosphere of the vehicle
appropriately, will be able to reduce the negative mood form disturbance; bring out
and maintain the condition with positive mood. In view of the mood in the vehicle, this
research is discussing that if it would present the specific mood in different driving goal
with different driving position. Therefore to investigate the correspondence between the
different riding condition and the mood, the investigation is supposed as follow: First,
riding conditions could be divided into four kinds, “the commuting goal driver seat, the
commuting goal assistant seat, the sightseeing goal driver seat, the sightseeing goal
assistant seat”. Second, the mood vocabularies are divided into the positive mood—
relax, enjoyment, joviality, excited, pleasure, and cheerfulness; the negative mood—
alarm, worry, uneasiness, anxious, tenseness, not comfortable…etc, respectively. Third,
discussion of the corresponding relationship between riding condition and the mood
by using network questionnaire, and analyzed with Analyzes of Variance(ANOVA). The
results are: Separated by riding goal can obviously see the tendency with “the sightseeing
- happy/commuting - anxious”; Separated by riding position can see “driving - alarm/
riding - relax” phenomenon.

Keywords: Emotion, Cogniton, Quantification Theory Type 3

Day 3 | Session 6 | Room A | Presentation 2 239

Emotion theory - Chairperson: Yuji KOSAKA

(404) The Role of Emotions as Antecedents of Cognitive

Assessment in the Evaluation of Incremental Versus Really
New Products
HOFFMANN Jonas, SKEMA Business School, France
ROEHRICH Gilles, CERAG UMR 5820 - IAE Grenoble, France
MATHIEU Jean-Pierre, AUDENCIA Nantes Ecole De Management,
France
The study of emotions in the innovation adoption process has received increased
attention in the new product development and marketing literature. We explore in this
paper the role of emotion as an antecedent of utilitarian and hedonic benefits. The
model was tested with a national representative sample of the French on-line population
composed of 1516 individuals. Results validate the role of emotion as an antecedent of
functional and hedonic benefits and show that their impact varies according to emotion
valence. Our paper presents one of the first empirical validations of emotion influence in
the innovation adoption process.

Keywords: Innovation adoption, Emotion, Novelty degree

240 Day 3 | Session 6 | Room A | Presentation 3

 Affective computing, texture - Chairperson: Bernadette BOUCHON-MEUNIER

(144) Affective Multimodal Integration of Visual and Tactile

Textures
HENSON Brian, University of Leeds, United Kingdom
LILLFORD Stephen, University of Leeds, United Kingdom
An experiment is reported that demonstrates that affective responses to visual and
tactile stimuli, at least within the context of this experiment, are integrated by weighted
averaging. Other research has shown that people integrate multimodal information
according to different mechanisms, such as additive, super-additive and by maximum
likelihood estimation. This experiment was carried out to determine the integration
mechanism for visual and tactile textures, which were required to build a computational
model predicting affective responses to visual and tactile textures. Twelve plaques made
of laminate board with four visual textures and three tactile textures in all combinations
were made. Twenty six participants rated the combined stimuli semantic differential
scales against six words: natural, simple, rough, warm, like and elegant. Participants
also rated the visual textures separately without touching them, and the tactile textures
without seeing them. Analysis of variance was used to determine whether the scores of
the stimuli combinations were independent. The results show no evidence of interaction
between visual and tactile stimuli for all the words except natural; people’s responses to
the visual textures do not generally depend on the tactile textures they are presented
with. By considering the scores of combined stimuli to scores of stimuli only touched or
only seen, it is shown that people’s integration of visual and tactile stimuli in this context
is most likely by weighted averaging. We speculate that the deviation from the weighted
average model for the word natural is due to congruency effects.

Keywords: multimodal effect, touch, vision

Day 3 | Session 6 | Room B | Presentation 1 241

Affective computing, texture - Chairperson: Bernadette BOUCHON-MEUNIER

(153) Machine Vision Approach to Predicting Affective

Properties of Tactile Textures
HENSON Brian, University of Leeds, United Kingdom
ELKHARRAZ Jalal, University of Leeds, United Kingdom
THUMFART Stefan, PROFACTOR Gmbh, Austria
AKAY Diyar, Gazi University, Turkey
EITZINGER Christian, PROFACTOR Gmbh, Austria
Although there has been much research on the perception of roughness, it is not yet fully
understood. Further, there is almost certainly more to the perception of tactile textures
and patterns than roughness. An experiment is reported that aimed to identify the
topographical properties of tactile textures that affect people’s affective responses when
touching them. Twenty four tactile plaques were manufactured. The textures for the
plaques were copies of visual textures in which the grey scale was converted to height, or
were copies of existing tactile textures. The plaques were made using rapid prototyping
techniques to manufacture stamps, which were then used to impress the textures onto
laminate board. The textures were chosen on the basis of variety of affective response
in the visual domain and for subjective tactile variety. In a novel application, texture
measures, originally designed for the machine vision domain, were used to characterize
digital representations of the tactile textures. These measures are based on concepts
such as co-occurrence matrices, grey level run length and absolute gradient. To obtain the
affective ratings, the plaques were touched, unseen, by 107 participants who scored them
against 20 adjectives on a semantic differential scale. The texture measures computed for
the digital representations were regressed against a subset of the participants’ affective
ratings using a novel feature subset evaluation method and a partial least squares
genetic algorithm. Five measures were identified that are significantly correlated and are
unlikely to have occurred by chance. The next step will be to manufacture plaques with
systematically controlled features to determine whether the regression model correctly
predicts people’s affective responses.

Keywords: tactile perception, texture analysis, wrapper methodology

242 Day 3 | Session 6 | Room B | Presentation 2

 Affective computing, texture - Chairperson: Bernadette BOUCHON-MEUNIER

(152) Predicting Affective Properties of Tactile Textures Using

Anfis Modelling
HENSON Brian, University of Leeds, United Kingdom
AKAY Diyar, Gazi University, Turkey
A technique commonly used in Kansei Engineering to map affective responses to
physical properties of products is to administer a semantic differential questionnaire
and analyze the results using multivariate regression. A widely acknowledged problem
with this approach is that the statistical analysis techniques are not permissible for the
non-linear, ordinal data produced by the scales. To address this limitation, this research
assesses the use of Adaptive Neuro-Fuzzy Inference Systems (ANFIS) to simulate and
analyze the mapping between the physical properties of tactile textures and people’s
affective responses. Eighteen people were asked to rate the tactile feel of thirty seven
textures against six pairs of adjectives on a semantic differential questionnaire. The
friction coefficient, average roughness and a thermal parameter of each surface texture
were measured. Using collected data, ANFIS models were built to predict the affective
responses to tactile surface textures. The resulting ANFIS models always yielded lower
errors when compared to regression models and demonstrated a good match between
predicted and actual responses. The use of ANFIS models could provide more insightful
information than traditional statistical analysis techniques for product designers, in the
form of 2D and 3D data plots of affective response, or in the form of fuzzy rules.

Keywords: Affective Engineering, Touch, Neural Networks

Day 3 | Session 6 | Room B | Presentation 3 243

Emotion measurement - Chairperson: Jacqueline NADEL

(175) Emotion Measurement: A Proposal for measuring User’s

Kansei
ELOKLA Nermin, Faculty of Design, Kyushu University, Japan
HIRAI Yasuyuki, Faculty of Design, Kyushu University, Japan
MORITA Yoshitsugu, Faculty of Design, Kyushu University, Japan
Product design that provides aesthetic appeal and pleasure can greatly influence the
success of a product. To create pleasant and good design, the designer has to balance
between objective and subjective properties of a product, between usability and
emotional expressiveness, between information and inspiration. User’s Kansei is one
of the most important tools to create pleasant products. The terminology of Kansei is
imbedded in Japanese culture. It allows us to pay attention to the behavior and responses
of people before, while and after their interaction with the products. The main objective
of this study is to show and discuss a new method for interpreting and measuring user’s
Kansei before and while using a product. To achieve this aim, an experiment was carried
out with 12 healthy people (in ages ranging from 20 to 28 years old) at a laboratory
in Kyushu University. A coffee- maker is selected as case study. In the experiment, the
authors focused on measuring and analyzing three elements: a) internal emotional and
physical responses, b) user’s facial cue, and c) words “spoken”. The following tools were
used to measure the above three elements respectively; Kansei sheet, digital camera, and
user interview. Kansei sheet is a new tool proposed and used in the experiment in order to
convey Kansei information regarding the visual appearance of a product and its usability
to a designer. It is used for measuring qualitative and quantitative components that all
emotions (including positive and negative) have. This study demonstrates the followings:
1) While there are many tools to measure emotions, most of them have limitations as
they can be difficult to use and costly, and most require specific skills and additional
evaluation time. Kansei sheet is an effective tool to understand user’s emotions clearly
and without losing much time, effort and money. Furthermore, users with different
abilities can use and understand it easily, without any help. 2) In some cases, the outward
facial and body expressions of a user are different from his/her true internal emotional
responses while using a product. The new proposal enables a designer to interpret and
measure user’s kansei precisely and easily. 3) Measuring emotions that are evoked by
interacting with the products is not only important for discovering which particular
emotions are evoked by a set of stimuli but also for understanding why those stimuli
evoke these particular emotions. In developing new products, this data/information is
used to make decisions on the properties of a new design. The present study will be of
interest for design educators and decision makers.

Keywords: emotion, user’s Kansei, design tool, product design

244 Day 3 | Session 6 | Room C | Presentation 1

 Emotion measurement - Chairperson: Jacqueline NADEL

(61) Measurement of “wakuwaku” feeling generated by

interactive systems using biological signals
OHKURA Michiko, Shibaura Institute of Technology, Japan
AOTO Tetsuro, Shibaura Institute of Technology, Japan
To evaluate the Kansei of interactive systems, subjective evaluation methods such
as questionnaires are commonly used, even though they suffer from the demerits
such as linguistic ambiguity, interfusion of experimenter and/or subjects’s intention
to the results, and interruption of the system’s stream of information input/output.
Solving these problems is crucial to evaluate the degree of interest and/or excitement
of a constructed interactive system, to identify the moment of excitement and so on.
Evaluating the Kansei value of an interactive system only by such subjective evaluation
methods as questionnaires is almost impossible. We began our research to objectively
evaluate interactive systems by quantifying sensations using biological signals offers the
following merits and can supplement the above questionnaire demerits: We previously
utilize biological signals, EEG alpha waves in this case, to estimate subject feelings of
relaxation. In this article, we focused on a type of sensation called wakuwaku, which
is a Japanese word for a positive sensation derived when someone feels something
exciting or captivating. “Waku” means outwell. Some research has focused on emotions
using biological signals. However, most has treated mental stress or simulator sickness,
which are considered negative sensation. Moreover, some research on non-negative
sensations treated relaxation or comfort, which are considered static compared with the
dynamic wakuwaku feeling. Thus, little previous research exists on such dynamic and
positive feelings as wakuwaku. Then, the purpose of this article is to clarify the relation
between the dynamic, positive feeling of the wakuwaku sensation and biological signals.
We constructed various systems base on a game of choosing treasure box to evaluate
their degrees of wakuwaku. Parameters of these systems were the design of boxes and
sound, BGM and effect. To evaluate the wakuwaku degrees of the constructed systems,
questionnaire related to wakwaku feeling and biological signals such as Garvanic Skin
Reflex (GSR), heart rate, and breathing rate, were employed. Experiments were
performed with twelve male students in their twenties who served as volunteers. The
result of analysis of variance for questionnaire shows that the main effect of sound is
significant for almost all questionnaire items such as exciting, joy. On the other hand, the
main effect of the design of boxes is not significant for almost all items. As for biological
signals, the heart rate at the moment of choosing the box to be open is significantly
different between the systems with different design of boxes. On the other hand, the
heart rate at the moment is not significantly different between with-sound and no-sound.
However, the average of GSR at the final moment of transformation of several models is
significantly different only between with-sound and no-sound. From these results, it is
suggested that heart rate and averages of GSR may show the wakuwaku feeling of users
of interactive systems. Moreover, the results of questionnaire may reflect the impression
of final moment of the interactive systems.

Keywords: wakuwaku feeling, excitement, biological signal, interactive system

Day 3 | Session 6 | Room C | Presentation 2 245

Emotion measurement - Chairperson: Jacqueline NADEL

(480) Extending the concept of satisfaction in ISO standards

BEVAN Nigel, Professional Usability Services, United Kingdom
Traditional approaches to usability based on the definition in ISO 9241-11 in terms of
user performance and satisfaction have been criticised as too narrow. The concept
of satisfaction, defined as comfort and acceptability of use in ISO 9241-11, has been
broadened in the new system and software quality model in ISO/IEC FCD 25010 (which
replaces ISO/IEC 9126-1) to include achieving pleasure through the attainment of hedonic
goals and the experience of use. Satisfaction is broken down into four sub-characteristics:
purpose accomplishment, trust, pleasure and comfort. The new definition should
promote a broader interpretation of satisfaction.

Keywords: usability, satisfaction, quality in use, standards

246 Day 3 | Session 6 | Room C | Presentation 3

 Face expression and recognition - Chairperson: Catherine PELACHAU

(273) A wearable interface for reading facial expressions based

on bioelectrical signals
GRUEBLER Anna, University of Tsukuba, Japan
SUZUKI Kenji, University of Tsukuba, Japan
his paper proposes a novel method to read expressions on the human face through an
unobtrusive wearable device by applying computational methods to bioelectrical signals
captured on the side of the face. The captured signals are considered to be a mixture of
distal electromyographic signals and other biological signals and can be used to achieve
a personal, pattern based identification of the facial expression. Over 90% accuracy of
facial expression recognition was ascertained using this method even when presented
with cross-talk from other muscles. We have been developing a wearable device, called
Emotion Reader, which was not only able to identify emotional facial expressions in real-
time but also to display the emotion in a continuous manner.

Keywords: Facial expression, Emotional behavior, Electromyography, Non-verbal

communication, Wearable interface

Day 3 | Session 6 | Room D | Presentation 1 247

Face expression and recognition - Chairperson: Catherine PELACHAU

(66) Virtual Character’s Emotional Persuasiveness

OCHS Magalie, CNRS-LTCI, Télécom ParisTech, France
PRENDINGER Helmut, National Institute of Informatics (NII), Japan
A growing interest in using virtual characters expressing emotions and used to embody
some roles typically performed by humans (as for example the role of announcer or tutor)
has been observed in recent years. As humans, in some situations, such virtual characters
should be persuasive to try to convince the other during an interaction. Recent research
in Human and Social Sciences has shown that the expressions of emotion can be used to
convince someone else in a negotiation. The expressions of emotion may then be used
to improve virtual characters’ persuasiveness. In the domain of virtual characters, most
of the researches so far have focused on felt emotions of virtual characters while less
attention has been paid to the emotions that a virtual character should express during
an interaction to achieve specific goals. In our work, we focus on the emotions of virtual
characters for the purpose of influencing someone else’s opinion during a negotiation.
Based on Human and Social Sciences theories, a model of strategic expressions of
emotion to improve virtual characters’ persuasiveness during a negotiation has been
constructed. This model enables a virtual character to identify the emotion that it should
express to try to convince its interlocutor. The type of emotion to express depends on
one’s interlocutor’s social relations. Accordingly, rules have been defined to infer the
social relation of the virtual character’s interlocutor based on the expressed emotions.
Depending on the inferred social relation, the virtual character determines the most
appropriate emotion to display to influence other’s opinion. Based on this model, we
have developed an emotional persuasive virtual character in the 3D online virtual world
``Second Life’’. In oder to illustrate the behavior of the emotional persuasive virtual
character, we have developed another virtual character called impulsive emotional virtual
character. The latter is a very simple emotional character that, contrary to the emotional
persuasive one, expresses its felt emotions. In Second Life, the virtual characters that
we have developed express emotions through two ways: their facial expressions and
an object attached to their chest called EmoHeart. EmoHeart appears when the virtual
characters express emotions, and its texture depends on the type of the expressed
emotion. EmoHeart provides an additional channel for visualizing emotions in a vivid
way while the facial expression of emotion in Second Life may be elusive. To evaluate
the persuasiveness of the emotional persuasive virtual character, we have performed
a users evaluation. A simulation of negotiations between the emotional persuasive
virtual character and the emotional impulsive one has been presented to users. Three
different emotional strategies have been evaluated. The results show that, as expected,
the emotional persuasive virtual character is perceived as significantly more persuasive
than the emotional impulsive one. However, certain emotional strategies appear as more
efficient to improve its persuasiveness than others. In the full paper, we would like to
present in more details the computational model of the emotional persuasive virtual
character and the results of the evaluation.

Keywords: Emotional persuasion, expression of emotion, virtual character

248 Day 3 | Session 6 | Room D | Presentation 2

 Face expression and recognition - Chairperson: Catherine PELACHAU

(362) Negative Versus Positive Implicit Facial Expression

Processing in Depressive Mood
The Link Between the Severity of Depression and Automatical
Facial Expression Processing.
CSERJESI Renata, University of Groningen Netherlands
VERMEULEN Nicolas, University of Louvain, Belgium
LENARD Laszlo, University of Pecs, Hungary
LUMINET Olivier, University of Louvain, Belgium
Facial expressions of emotions are innate and universal across the cultures. The neural
mechanisms underlying the expression and perception of facial emotion are “hard-
wired” such as happy expressions innately appetitive (i.e. positive) stimuli, while angry or
sad expressions innately aversive (i.e. negative) for humans. Accurate recognition of facial
emotions is necessary for appropriate human social interaction. The implicit or automatic
emotional priming effect can take place outside of the awareness and influence the
behaviour differently than explicit presentation of emotional stimuli. Previous studies
confirmed that different neural substrates responsible for the processing of implicit and
explicit facial emotional stimuli. It was suggested that mood disorders are characterised
by the higher sensitivity to negative stimuli and automatic thoughts. Automatic thoughts
are cognitive products and they occur rapidly and the individual has limited control over
them. In our studies we investigated the implicit processing of facial emotion stimuli
in different psychopathology where commonly negative mood was reported on the
explicit level. We used the affective priming task in order to compare implicit treatment
of different emotions (sad, angry, and happy) represented on a schematic face. In the
presentation we will discuss the differences between implicit emotional processing and
explicit self report on emotions.

Keywords: implicit emotion, depression, facial expression

Day 3 | Session 6 | Room D | Presentation 3 249

Senses - Chairperson: Ameziane AOUSSAT

(489) TAKING INTO ACCOUNT THE CONSUMERS’

EXPECTATIONS,PUBLIC HEALTH POLICIES AND FOOD PRODUCT
DESIGN
JOMAA Inès, Institut De Recherche En Communications Et En
Cybernétique De Nantes, Ecole Centrale Nantes, France
BERTOLUCI Gwenola, Department of Industrial Engineering, Ecole
Centrale Paris, France
This work is part of a project of the National Research Agency, which includes nutritionists
and researchers of different academic laboratories. The present paper introduces some
methods used to identify and evaluate consumer needs and preferences. We also
propose a model in order to find a compromise between consumers’ expectations,
PNNS (French national program of nutrition and health) regulations, technical and
economical constraints of frozen pizza producers. Furthermore we want to represent and
to weight consumers’ expectations that will be used as inputs for a QFD (Quality Function
Deployment) matrix. The suggested model is based on consumer research methods and
proposes a field of product solutions that takes into account the different expectations.
For that purpose, we consider a pairwise comparison test of pizzas with consumers in
order to identify their perceptions towards these products. Afterwards, we propose
another test in order to determine the importance of the pizza attributes. From these
results and taking into account the recommendations of PNNS and their technical and
economical constraints, the producers will generate models of pizzas. Later on, a tasting
test with consumers is considered, so we can determine the set of preferred pizzas which
will represent the intended field of the possible solutions.

Keywords: QFD, AHC, AHP, LSLR, Pairwise Comparisons

250 Day 3 | Session 6 | Room E | Presentation 1

 Senses - Chairperson: Ameziane AOUSSAT

(336) The Application of Selective Sensitivity to Design

Focus on Visual Perception
KIM SuKyoung, University of Tsukuba, Japan
NIKI Kazuhisa, National Institute of Advanced Industrial Science And
Technology, Japan
YAMANAKA Toshimasa, University of Tsukuba, Japan
The human face is a complex multi-signal system from which we can infer a great deal
of information at no more than a glance. Such information refers to age, sex, attitudes,
personality traits, and emotion. Owing to the evolutionary significance of decoding
facial signals, humans seems to have developed a selective sensitivity to the relevant
features, and configurations, even if presented in rather abstract ways. Such information
is encoded and perceived in car fronts. Previous researches come within the scope of this
research by the subjects’ gender. In consumer researches, gender is introduced as key
consideration when segmenting consumer along the transactional/relational continuum
with culture. It estimated that females determine 80% of consumption, purchase 60%
of cars and own 40 % of all stocks as of 2008. Little wonder that female’s consumption
becomes more and more important in all over the industries. This research is on the
process of aiming at exploring the application of human’s selective sensitivity to design.
Under the purpose, we investigated: 1) whether gender makes difference in visual
perception: 2) if so, what stimuli showed the significant in subjects’ gender and didn’t.
From the results: 1) we found that gender makes difference in visual perception in some
stimuli: 2) also, characterized the stimuli that showed the significant and didn’t in gender
difference. In the experiment, the subjects evaluated the automotive front pictures on
“masculinity” and “adulthood” traits with Semantic Differential method.

Keywords: Kansei, Design methodology, Gendered perception

Day 3 | Session 6 | Room E | Presentation 2 251

Senses - Chairperson: Ameziane AOUSSAT

(195) Sensory perception of surface quality

Industrial practices and prospects
DEBROSSE Thomas, SYMME Université De Savoie, France
PILLET Maurice, SYMME Université De Savoie, France
MAIRE Jean-Luc, SYMME Université De Savoie, France
BAUDET Nathalie, SYMME Université De Savoie, France
In this paper we carry out a critical analysis of the industrial practices used by the partner
firms to control a product’s appearance. The group of partners represents many different
sectors of activity such as: luxury goods industry, furniture industry, medical equipment
(prosthesis), plastic injection and watch-making industry. These practices deal with the
identification of appearance anomalies, the evaluation of an anomaly’s severity as well
as the decisions about the product’s conformity. We will show that current practices
do not allow us to decrease the variability of the results frequently observed, because
the subjectivity often associated with this kind of control is not eliminated using such
methods. In every sector studied, we find the same dissatisfaction about the results
obtained. We will then present our approach to sharply decrease this variability. This
approach, tested in a famous Swiss watch-making company, is based on sensory analysis
concepts. This approach is original due to the breakdown of the visual-control process
into three sub-processes: the detection of appearance anomalies, the evaluation of those
anomalies and the decision about conformity. This approach also includes a metrological
organization and some tools which allow us to measure the efficiency reached. The
paper will show how our approach succeeds in meeting the different aims of the partner
company group and proposes an initial structured approach for a generic metrological
organization adapted to the control of the variability during surface quality control by
humans.

Keywords: Quality, Visual appearance control

252 Day 3 | Session 6 | Room E | Presentation 3

 Business - Chairperson: Patrice DUBOIS

(59) Entrepreneurship Start-Up Process

The Role of Emotional Intelligence
CHULUUNBAATAR Enkhbold, National Cheng Kung University, Taiwan
Ottavia, National Cheng Kung University, Taiwan
LUH Ding-Bang, National Cheng Kung University, Taiwan
The main purposes of this study are to investigate the preeminent predictors of
entrepreneurial behavioral intention; to examine to what extend entrepreneurial
behavioral intention predict entrepreneurial behavior; to find whether individual’s
emotional intelligence is a moderating variable of the relationship between personality
and entrepreneurial intention. Most interesting findings are as follow: There are no
strong relationship between personality and intention. However, the combined effect of
personality and emotional intelligence has a strong effect on entrepreneurial intention.
The other significant finding is that two countries’ respondents significantly differ from
each other in terms of clarity in self emotion management, intention to do their own
business and risk-taking. It is hoped that this study will give valuable contribution to both
academic and business society.

Keywords: Entrepreneurship, Personality, Intention, Emotional Intelligence

Day 3 | Session 6 | Room F | Presentation 1 253

Business - Chairperson: Patrice DUBOIS

(100) Study on how to overcome Business Death Valley

utilizing Soft Conception Ability
Kansei enginnering has some ability to grow up company
FUJITO Mikio, Kyoto Institute of Technology, Japan
MORINAGA Yasufumi, Hokkai-Gakuen University, Japan
KITANI Yoji, Kyoto Institute of Technology, Japan
KOYAMA Noboru, Advanced Institute of Industrial Technology, Japan
KAWARABAYASHI Keiichiro, Shizuoka University of Art And Culture,
Japan
YAMASHITA Mikio, Kyoto Institute of Technology, Japan
SAKAMOTO Kazuko, Kyoto Institute of Technology, Japan
In the middle of the recent economic crisis that is the worst in a century, it is well known
that sales and profits are lower than those of previous year in most companies. However,
a few companies such as UNIQLO, McDonald’s, and Nintendo are increasing its sales.
How these companies can increase its profitability? I dealt with Nintendo that increases
sales of its game consoles and SONY that is struggling and compared each other from the
viewpoint of the product development environment based on the Kansei engineering
and sought the cause. The items subject to the comparison are items that are grasped
quantitatively, such as in-house cultures, ideals and goals of the company, management
practices, project goals, backgrounds and in-house histories of those engaged in the
business, development periods, and the number of people as well as parts that are
concerned with sensitivity (qualitative items) that are extracted from interviews.
Consequently, it has been proven that Nintendo as an organization put more emphasis
on aesthetic aspects than on digital aspects in the development stage. Also, it turned
out that people in our age require aesthetic things. It seems that these backgrounds led
to the development of Wii, etc. Though I cannot conclude only from this case that the
sensitivity-oriented development always brings good results, I feel transit of the age and
trend simply because it was proven that the product produced by such development is
accepted by the market. The detailed research is reported in the body.

Keywords: Soft, Design Business, DeathValley

254 Day 3 | Session 6 | Room F | Presentation 2

 Business - Chairperson: Patrice DUBOIS

(290) Study on User Involvement in Hardware, Software and

Service Integrated Type Design Development
KAWARABAYASHI Keiichiro, Shizuoka University Of Art And Culture,
Japan
YAMASHITA Mikio, Kyoto Institute Of Technology, Japan
FUJITO Mikio, Kyoto Institute Of Technology, Japan
SAKAMOTO Kazuko, Kyoto Institute Of Technology, Japan
KITANI Yoji, Kyoto Institute Of Technology, Japan
KOYAMA Noboru, Advanced Institute Of Industrial Technology, Japan
MORINAGA Yasufumi, Hokkai-Gakuen University, Japan
This study is to clarify significance of hardware software service integrated type design
development in business accompanied by service in the auto industry and electronics
industry which are typical industries in Japan. The viewpoint of design management
should be considered as the framework and method of co-creation, which is the practice of
product or service development, created by both company and users together. Collective
intelligence represented by Web.2.0 as methodology of building the design platform in
the relation between the company and the user for hardware software service integrated
type design development becomes more important in the field of design management.
There are many examples which show that a company with technical predominance is
defeated from the competition in the market because of low consciousness for non-
technical element such as design. Generally, the technological seeds are made visible at
early time when disruptive innovation is made to succeed as a business and the company
that makes good use of marketing improves the market competitiveness. Nowadays,
especially cases that depend on offering experience value to users with KANSEI closer
to markets and users are increasing. There are little examples of market creation type
business which are succeeding in ICT industries with the result of sustaining innovation.
The creation of the experience value in everyday life is being shifted to user from company.
The concept of legacy-free product and service development and of user involvement in
the early stages of innovation process needs to be taken into account. The concept should
be not the result of use of a mere enterprise asset (finance, human resource, technology,
information, design and etc.) in the business model but the result of hardware, software
and service integrated t

Keywords: Hardware, Software, Service, User involvement, Innovation

Day 3 | Session 6 | Room F | Presentation 3 255

256
 Committees

Committees
International Board Committee
President Emeritus
Prof. HARADA, Akira, Former President of JSKE, Sapporo City University
(President), Japan

Conference Chair
Prof. AOUSSAT, Améziane, Director of LCPI Paris, Arts & Métiers ParisTech,
France

Conference Co-Chair
Prof. SHIIZUKA, Hisao, President of JSKE, Kogakuin University, Japan
Prof. YAMANAKA, Toshimasa, University of Tsukuba, Japan

International Conference Committee

Ast. Prof. BIANCHI-BERTHOUZE Nadia, UCLIC London, UK
Ast. Prof. BOUCHARD Carole, Arts & Métiers ParisTech, France
Prof. BOUCHON-MEUNIER Bernadette, Université Paris 6, France
Prof. CHANG Yu-Ming, Southern Taiwan Universty of Technology, Taiwan
Prof. CHUANG Ming-Cheng, National Chiao Tung University, Taiwan
Prof. DAHLGAARD Jens Jorn, Linköpings University, Sweden
Prof. HEKKERT Paul, President of the D&E Society, Delft University of
Technology, Holland
Prof. HO Ming-Chyuan, National Yunlin University of Science and Technology,
Taiwan
Prof. KATO Toshikazu, Chuo University, Japan
Prof. LEE Kun-Pyo, KAIST, Korea
Ast. Prof. LEVY Pierre, Eindhoven University of Technology, Netherlands
Prof. LIN Rungtai, National Taiwan University of Arts, Taiwan
Prof. LUH Ding-Bang, National Cheng Kung University, Taiwan
Prof. OTANI Tsuyoshi, Shinshu University, Japan
Prof. TAKATERA Masayuki, Shinshu University, Japan
Prof. TAKEKAWA Ryozo, Thinka Design, Japan
Prof. SHOJI Hiroko, Chuo University, Japan
Prof. TOKOSUMI Akifumi, Tokyo Institute of Technology, Japan
Prof. YANNOU Bernard, École Centrale Paris, France

257
Committees

Program committee
Programme Committee Chairs
Prof. AOUSSAT Améziane, Director of LCPI Paris, Arts & Métiers ParisTech,
France
Prof. YAMANAKA Toshimasa, University of Tsukuba, Japan
Prof. CHEN, Kuohsiang, President of TIK, National Cheng Kung University,
Taiwan

Programme Committee
Ast. Prof. BOUCHARD Carole, Arts & Métiers ParisTech, France
Ast. Prof. LEVY Pierre, Eindhoven University of Technology, Netherlands
Ast. Prof. BIANCHI-BERTHOUZE Nadia, UCLIC London, UK
Ast. Prof. DUBOIS, Patrice Arts & Métiers ParisTech, France
Prof. CHEN Chien-Hsu, National Cheng Kung University, Taiwan
Prof. DENG Yi-Shin, National Chiao Tung University, Taiwan
Prof. KOYAMA Noboru, Advanced Institute of Industrial Technology, Japan
Prof. NUNOKAWA Hiroshi, Iwate Prefectural University, Japan
Ast. Prof. OMHOVER Jean-François, Arts & Métiers ParisTech, France

258
 Committees

Scientific committee
Scientific Committee Chair
Prof. KATO Toshikazu, Chuo University, Japan

Scientific Committee
Prof. YAMANAKA Toshimasa, University of Tsukuba, Japan
Prof. AOUSSAT Améziane, Director of LCPI Paris, Arts & Métiers ParisTech,
France
Ast. Prof. LEVY, Pierre, Eindhoven University of Technology, Netherlands
Ast. Prof. BOUCHARD Carole, Arts & Métiers ParisTech, France
Ast. Prof. BIANCHI-BERTHOUZE Nadia, UCLIC London, UK
Prof. HSIAO Kun-An, Chang Gung University, Taiwan
Prof. HSU Yen, National Chiao Tung University, Taiwan
Prof. KANG Yen-Yu, National Kaohsiung Normal University, Taiwan
Prof. KASUGA Masao, Utsunomiya University, Japan
Ast. Prof. LESOT Marie-Jeanne, LIP6-UPMC, France
Prof. MA Min-Yuan, National Cheng Kung University, Taiwan
Ast. Prof. OMHOVER Jean-François, Arts & Métiers ParisTech, France
As. Prof, SENDAI Shoichiro, Hiroshima University, Japan
Prof. SHOJI Hiroko, Chuo University, Japan
Prof. SHIROMA Yoshiyuki, Sapporo City University, Japan

259
Committees

Organization committee
Honorable Chair
Prof. HAUTIER Jean-Paul, Arts & Métiers ParisTech (General Director), France

Organising Committee Chairs

Prof. REMY Alex, Arts & Métiers ParisTech (Director), France
Prof. AOUSSAT Améziane, Director of LCPI Paris, Arts & Métiers ParisTech,
France
Prof. RAMS Joachim, A.R.T.S. (Director), France
Ast. Prof. BOUCHARD Carole, Arts & Métiers ParisTech, France

Organising Committee
AUBAGUE Bernard, Arts & Métiers ParisTech, France
Dr. BUISINE Stéphanie, Arts & Métiers ParisTech, France
Ast. Prof. DUBOIS Patrice, Arts & Métiers ParisTech, France
FONTAINE Séverine, Arts & Métiers ParisTech, France
GAZO Claude, Arts & Métiers ParisTech, France
HERMANN Pascal, A.R.T.S., France
Ast. Prof. LE COQ Marc, Arts & Métiers ParisTech, France
Dr. MANTELET Fabrice, Arts & Métiers ParisTech, France
Dr. MARANZANA Nicolas, Arts & Métiers ParisTech, France
Ast. Prof. OMHOVER Jean-François, Arts & Métiers ParisTech, France
RUBICHON Monique, Arts & Métiers ParisTech, France
SALIN Sophie, A.R.T.S., France
SPANNAGEL Adrienne, A.R.T.S., France
TIXIER Aurore, Arts & Métiers ParisTech, France
VERVLIET Nicolas, Arts & Métiers ParisTech, France
VINCENT Benoît, A.R.T.S., France
ZIMMER Hélène, Arts & Métiers ParisTech, France

260
 Committees

Reviewers
ACHICHE Sofiane, Technical University Of Denmark, Denmark
AHDE Petra, University Of Art And Design Helsinki, Finland
AMEMIYA Toshihiko, Kansai University, Japan
AOUSSAT Améziane, Art et Métiers ParisTech, France
APPLEBY Richard, Eindhoven University of Technology, Netherlands
BAKAEV Maxim, Novosibirsk State Technical University, Russia
BAURLEY Sharon, University Of The Arts London, United Kingdom
BERTHOUZE Nadia, University College London Interaction Center (UCLIC), United
Kingdom
BONNARDEL Nathalie, Aix-Marseille University & University Institute Of France, France
BORJA DE MOZOTA Brigitte, Parsons Paris, France
BOUCHARD Carole, Arts et Métiers Paristech, France
BOUCHON-MEUNIER Bernadette, LIP6, France
BOUJUT Jean-François, INP Grenoble, France
BRUDER Ralph, Darmstadt University Of Technology, Germany
BRUNS Miguel, TU/e, Netherlands
BUISINE Stéphanie, Arts et Métiers ParisTech, France
CAMURRI Antonio, University Of Genoa, Italy
CHANG Wen-chih, National Taiwan University, Taiwan
CHEN Alfred L., Kun Shan University, Taiwan
CHEN Chien-Hsiung, National Taiwan University Of Science And Technology, Taiwan
CHEN Chien-Hsu, Industrial Design Dept. Of National Cheng-Kung University, Taiwan
CHEN Chunwei, Ling Tung University, Taiwan
CHEN Kuohsiang, National Cheng Kung University, Taiwan
CHEVALIER Aline, Universite Paris 10, France
CHIANG Ming-Chin, National Taiwan University Of Art, Taiwan
CHRISTOFOL Hervé, Arts et Métiers ParisTech Angers, France
CHUANG Ming-Chuen, National Chiao Tung University, Taiwan
CHUN-CHIH Chen, , Taiwan
COLEMAN Shirley Yvonne, Newcastle University, United Kingdom
COMPANY Pedro, Universitat Jaume I, Spain
DAS Lalit, IRD, Iran
DAVIS Rebekah, Queensland University Of Technology, Australia
DE POLI Giovanni, University Of Padova, Italy
DEMIR Erdem, Delft University of Technology, Netherlands
DORMANN Claire, University Of Ottawa, Canada
ECKERT Claudia, The Open University, United Kingdom
ELOKLA Nermin Elokla, Kyushu University, Japan
FARRUGIA Philip, University Of Malta, Malta
FISHER Tom, Nottingham Trent University, United Kingdom
FRIBERG Anders, KTH, Sweden
FUJITO Mikio, Kyoto Institute of Technology, Japan
GILLIES Marco, University Of London, United Kingdom
GOMEZ Rafael Ernesto, Queensland University Of Technology, Australia
GUAN Shing-Sheng, , Taiwan
HAGIWARA Masafumi, Keio University, Japan
HARADA Akira, Sapporo City University, Japan
HEIDECKER Stephanie, Folkwang Hochschule, Germany

261
Committees

HEKKERT Paul, Delft University of Technology, Netherlands

HELJAKKA Katriina Katrihel, University Of Art And Design Helsinki, Finland
HENGEVELD Bart, Eindhoven University of Technology, Netherlands
HENSON Brian, University Of Leeds, United Kingdom
HEYLEN Dirk, University Of Twente, Netherlands
HIBINO Haruo, Chiba University, Japan
HINO Yasuaki, Nagoya Institute of Technology, Japan
HIRAI Yasuyuki, Kyushu University, Japan
HO Ming-Chyuan, National Yunlin Universitiy Of Science And Technology, Taiwan
HOONHOUT Jettie, Philips Research, Netherlands
HSIAO Kun-An, ID/CGU, Taiwan
IGARASHI Hiroya, University Of Tsukuba, Japan
INUI Shigeru, Shinsyu University, Japan
ISHIHARA Kazuaki, Hiroshima International University, Japan
IWASHITA Shino, Tokyo University of Technology, Japan
JACKSON Chris, Massey University, New Zealand
KAKIYAMA Koichiro, Sapporo City University, Japan
KAMAIKE Miyuki, Kogakuin University, Japan
KAMEI Katsuari, Ritumeikan University, Japan
KANDA Taiki, Bunri University Of Hospitality, Japan
KANEKO Koichi, Miyagi University, Japan
KANG Sunghyun, Iowa State University, United States of America
KARANA Elvin, Delft University of Technology, Netherlands
KARJALAINEN Toni-Matti, Helsinki School Of Economics, Finland
KATO Shohei, Nagoya Institute Of Technolgy, Japan
KATO Toshikazu, Chuo University, Japan
KAWASAKI Hideaki, Yamaguchi University, Japan
KEINONEN Turkka, University Of Art And Design Helsinki, Finland
KEZU Chikako, Mie University, Japan
KHALID Halimahtun M., Damai Sciences, Malaysia
KIM Hyewon, Indiana University, United States of America
KINOSHITA Yuichiro, University Of Yamanashi, Japan
KINOSHITA Yuichiro, Yamanashi University, Japan
KIRYU Toru, Niigata University, Japan
KOLLIAS Stefanos, National Technical University Of Athens, Greece
KUBO Mitsunori, Chiba University, Japan
KUDO Yasuo, Muroran Institute Of Technology, Japan
KWAK Sonya S.,, Korea
LAURANS Gaël, Delft University of Technology, Netherlands
LAURENT Anne, LIRMM - Univ. Montpellier 2, France
LEE Marvin, Seoul National University, Korea
LEE Seunghee, University of Tsukuba, Japan
LEE Wen-Yuan, Department Of Industrial Design, Tatung University, Taiwan
LESOT Marie-Jeanne, LIP6-UPMC, France
LÉVY Pierre, Eindhoven University of Technology, Netherlands
LIN Rungtai, Dean Of Design College, National Taiwan University Of Arts, Taiwan
LUH Ding-Bang, NCKU, Taiwan
MA Min-Yuan, National Cheng Kung University, Taiwan
MARSALA Christophe, University Paris 6, France
MARTINOVSKI Bilyana, University College Of Boras, Sweden

262
 Committees

MATHIEU JP, AUDENCIA Nantes, France

MOORE Edel, University Of Leeds, United Kingdom
MORIMOTO Kazunari, Kyoto Institute Of Technology, Japan
MOTTE Damien, Lund University, Sweden
MOUGENOT Céline, The University Of Tokyo, Japan
MURAI Tetsuya, Hokkaido University, Japan
NAGAI Yukari, JAIST, Japan
NAGASAKA Ichiro, Kobe University, Japan
NAGASHIMA Tomomasa, Muroran Institute Of Technology, Japan
NAGASHIMA Tomomasa, Muroran Institute of Technology, Japan
NAKAMURA Tomoyasu, Kyusyu University, Japan
NIEWIADOMSKI Radoslaw, , France
NISHIMURA Haruhiko, Hyogo Prefectural University, Japan
NISHIO Koichi, Fukui University Of Technology, Japan
NIVALA Wen Cing-Yan, De Montfort University, United Kingdom
NORDGREN Andreas, Scania IT, CAx/PDM, Sweden
NUNOKAWA Hiroshi, Iwate Prefectural University, Japan
OCHS Magalie, National Insitute Of Informatics (NII), Japan
OMHOVER Jean-Francois, Arts Et Metiers ParisTech, France
OTANI Tsuyoshi, Shinsyu University, Japan
OZENC Fatih, Carnegie Mellon University, United States of America
PAPALAMBROS Panos, University Of Michigan, United States of America
PELACHAUD Catherine, CNRS - Telecom ParisTech, France
PETIOT Jef, Ecole Centrale Nantes, France
POIRSON Emilie, IRCCYN, France
POPOVIC Vesna, Queensland University Of Technology, Australia
PORTER Samantha, Loughborough University, United Kingdom
RAGLAND Tate, Arizona State University, United States of America
RICHIR Simon, Arts Et Metiers ParisTech, France
RIFQI Maria, LIP6, France
RODRIGUEZ RAMIREZ Edgar, Victoria University Of Wellington, New Zealand
ROSS Philip, TU/e, Netherlands
ROUCOULES Lionel, Arts et Métiers ParisTech, France
ROZENDAAL Marco, Eindhoven University Of Technology, Netherlands
RUSSO Beatriz, Delft University of Technology, Netherlands
SAIDA Shinya, Kanagawa University, Japan
SASAKI Kazuya, Utsunomiya University, Japan
SATO Keiichi, Illinois Institute Of Technology, United States of America
SCHIFFERSTEIN Hendrik, Delft University of Technology, Netherlands
SCHMIDT Colin T., , France
SCHRöDER Marc, DFKI, Germany
SENDAI Shoichiro, Hiroshima University, Japan
SETCHI Rossi, Cardiff University, United Kingdom
SHIIZUKA Hisao, Kogakuin University, Japan
SHIROMA Yoshiyuki, Sapporo City University, Japan
SHIROMA Yoshiyuki, Sapporo City University, Japan
SHOJI Hiroko, Chuo University, Japan
SIU Kin Wai Michael, The Hong Kong Polytechnic University, Hong-Kong
SPILLERS Frank, Experience Dynamics, United States of America
STAPPERS Pieter Jan, Delft University of Technology, Netherlands

263
Committees

STILMA Margot, University Of Twente, Netherlands

SUTO Hidetsugu, Muroran Institute of Technology, Japan
TADEUSZ Zorawski, Universal McCann, Poland
TAKEKAWA Ryozo, Thinka Design, Japan
TAKEMURA Kazuhisa, Waseda University, Japan
TAKESUE Toshiaki, Takushoku University, Japan
TOMICO Oscar, Eindhoven University Of Technology, Netherlands
TRIVIC Zdravko, National University Of Singapore, Singapore
TSUTSUMI Kazutoshi, Shibaura Institute of Technology, Japan
TU Yung-Hsiang, TATUNG University, Taiwan
VAN DEN ENDE Nele, Philips Research, Netherlands
VAN DIJK Jelle, University Of Technology Eindhoven, Netherlands
VENTENAT Vincent, Decathlon, France
VERGARA Margarita, Universitat Jaume I, Spain
VIEIRA Elif Ozcan, Delft University of Technology, Netherlands
VISCH Valentijn, Delft University of Technology, Netherlands
VOLPE Gualtiero, University Of Genova, Italy
WALTERS Michael, University Of Hertfordshire, United Kingdom
WANG Chiung-Fen, National Taiwan University Of Science And Technology, Taiwan
WANG Ming-tang, , Taiwan
WANG Regina Wy, National Taiwan University Of Science And Technology, Taiwan
WARELL Anders, Lund University, Industrial Design, Sweden
WATADA Junzo, Waseda University, Japan
WESTERMAN Steve, University Of Leeds, United Kingdom
WORDEN Suzette, Curtin University Of Technology, Australia
YAMANAKA Toshimasa, University Of Tsukuba, Japan
YANNOU Bernard, Ecole Centrale Paris, France
YASUDA Keiichi, NEWJWC, Japan
YEN Ching Chiuan, Singapore, Singapore
YOSHIDA Kaori, Kyushu Institute of Technology, Japan
ZHANG Jue, Kogakuin University, Japan

264
 Looking for...

Looking for... a name CAMURRI Antonio 116, 177

CANAZZA Sergio 175
CARRE Matt 106
AGARWAL Gaurav 110 CEMBRERO Paula 21
AGOST María-Jesús 151 CHAIGNEAU Cyril 205
AHDE-DEAL Petra 165 CHAN Fan Yi 115
AKAY Diyar 242, 243 CHANG Jen-Yang 91
ALCÁNTARA Enrique 21, 217 CHANG Meng-Chu 94
ALIOUAT Emmanuel 218 CHANG Teng-Wen 82
ANDO Hiroshi 100 CHANG Wei Chen 143
ANDO Ryo 184 CHANG Yu-Ming 112, 183
AOKI Hiroyuki 200 CHEN Chun-Wei 68, 69
AOTO Tetsuro 245 CHEN Junfu 196
AOUSSAT Améziane 31, 114, 169, 190, 201 CHEN Kuen-Meau 173
ARIGA Atsunori 93 CHEN Kuohsiang 36, 77, 83, 90, 91, 94,
ARTACHO MiguelÁngel 217 128, 233
ASAKURA Hiraku 149 CHEN Ming-Shih 234
ASANO Chie Muraki 166, 168 CHEN Yan 34
ASLEFALLAH Mehdi 236 CHEN Yi-Chun 129
AYAI Kan 66 CHEN Ying-Chun 225
AYAMA Miyoshi 129 CHEN Yu-Chen 183
AYAS Ebru Pinar 22 CHEN Yu-Chia 127
BABAZONO Shoji 207 CHEN Yu-Song 68, 69
BAN Hiromi 38, 172, 226 CHEN Yu-chen 195
BAUDET Nathalie 252 CHING HO Wan 85
BEKIARIS Evangelos 104, 162 CHING-YUAN Chuang 219
BENYON David 121 CHIU Pei-Hua 63
BERTHOUZE Nadia 211, 213 CHIU Tseng-Ping 112
BERTOLUCI Gwenola 250 CHO Sookyung 202
BEVACQUA Elisabetta 123 CHO Young-Il 209
BEVAN Nigel 246 CHO YoungSook 64
BEVOLO Marco 221 CHOI Min Young 164
BIANCHI-BERTHOUZE Nadia 212 CHUANG Ching-Yuan 112
BIDDLE Robert 186 CHUANG Hsien-Chih 84
BLEACKLEY Peter 188 CHUANG Ming-Chuen 81, 229
BLUMENTHAL David 26, 218, 235 CHULUUNBAATAR Enkhbold 253
BOIVIN Ludivine 218 CHUNG Hung-Yu 112
BORJA DE MOZOTA Brigitte 142 CLOS François 132
BOUCENNA Sofiane 174 CROMMENTUIJN-MARSH Philippa 111
BOUCHARD Carole 31, 32, 114, 169, 190, CSERJESI Renata 249
201 CULVERHOUSE Phillip F 89
BOUCHON-MEUNIER Bernadette 103, 185 DAMEZ-FONTAINE Marc 185
BOUILLOT Stephane 235 DAN Ippeita 136
BOUTROLLE Isabelle 47 DANZART Marc 203
BRISSAUD Daniel 169 DAUTENHAHN Kerstin 85
BROUILLET Denis 27 DE POLI Giovanni 175
BUGMANN Guido 89 DE SEVIN Etienne 123
BUTDEE Suthep 114, 169 DEBROSSE Thomas 252
CADARSO Maria 199 DELARUE Julien 47, 203
CAMPOS Nadia 21 DENG Yi-Shin 173

265
Looking for...

DESMET Pieter Marc Andries 41 HASHIMOTO Naoki 73

DETYNIECKI Marcin 32, 227 HASHIZUME Ayako 125
DING Rui 214 HASSAPIS George 104
DORMANN Claire 186 HASSON Cyril 174
DZOGANG Fabon 103 HATTORI Asobu 70
EBRAHIMI Sara 24 HATTORI Tetsuo 139
ECKERT Claudia 111 HAYAFUCHI Kouki 176
EDA Tetsuya 129 HAYASHI Masako 100
EITZINGER Christian 242 HEKKERT Paul 42
ELKHARRAZ Jalal 242 HENSON Brian 241, 242, 243
ELOKLA NerminElokla 244 HERBETH Nathalie 26
EMI Tomoko 210 HIBINO Haruo 65, 107, 141, 155
FANG Wei-hung 63 HIRAI Yasuyuki Hirai 244
FARAJI Ali 204 HIRAI Yoshiyuki 187
FENG Haifeng 227 HISAO Siizuka 96
FENG Yi-Che 84 HISHINUMA Takashi 155
FENKO Anna 42 HO Chih-I 183
FONG Ya-San 183, 195 HOFFMANN Jonas 240
FORD Christopher Colin 89 HONDA Kenji 73
FRITH Chris 213 HORIBA Yosuke 145, 147, 157
FUJIMOTO Takako 166, 168, 206 HSIEH Cheng-Hsun 170
FUJITO Mikio 133, 196, 254, 255 HSIEH Hsiu-hui 99
FUKAYA YONEZAWA Takugo 100 HSIEH Meng-Hsueh 90
FUKUMOTO Makoto 117 HSIEH Yu-Chen 128
FUKUYAMA Hiroaki 166 HSIN ChenPei 35
FURUHASHI Takeshi 92 HSU Pei-Ling 228
FURUSAWA Genta 78 HU Yongjie 181
FYRBJÖRK Johanna 221 HUANG Chuan-Tim 225
GARAVAND Dawood 204 HUANG Kuo-Liang 91
GAUSSIER Philippe 174 HUANG Miao-wen 36
GEMOU Maria 104, 162 HUANG Tzu-Kang 40, 112
GHADIR Neda 204 HUANG Tzu-ho 150
GILLIES Marco 29 HUJALA Anneli 105
GOFMAN Alex 221 HUNG-CHENG Tsai 161
GONSALVES Tina 213 HUNG-YU CHANG 219
GONZALEZ Richard 202 HWANG Shyh-Huei 74, 143
GRANT Edward 87 HYNIEWSKA Sylwia 120, 188
GRUEBLER Anna 247 IACOBINI Matt 213
GUAN Shing-Sheng 170 ICHIMURA Hiroshi 57
GUO Sumei 129 ICHIRYU Ai 88
GUYON Herve 140 IGARASHI Hiroya 37, 98
HAFEMEISTER Laurence 174 II Shinichiro 149
HAGINO Ryo 52 IKEDA Kazuko 152
HAGIWARA Masafumi 210 IKEDA Minako 78
HALL MichaelWilliam 58 IMAI Jun-ichi 86, 117
HAN Bora 75 IMAIZUMI Shu 107
HAO Song 182 IMAMURA Naoki 135, 223
HARADA Akira 198 INOUE Hiroto 137
HASEGAWA Hiroshi 154, 184, 216 INUI Mariko 147
HASEGAWA Yu 187 INUI Shigeru 147

266
 Looking for...

IRIKURA Takashi 149 KOMU Hannele 105

IRIMIE Sabin-Ioan 119 KONGPRASERT Nattapong 169
IRIMIE Sabina 119 KOSAKA YUJI 220
IRISAWA Yusuke 134, 230 KOSUGI Kazunori 187
ISHIBASHI Shinsuke 56, 153, 163 KOYAMA Noboru 133, 196, 254, 255
ISHIHARA Masahito 57 KOYAMA Shinichi 65, 107, 141, 155
ISHIKAWA Makoto 134 KUAN-YU Ji 161
ISHIKAWA Tomoharu 129 KUBO Mitsunori 200
ISOBE Risako 124 KUBOTA Masao 137
IWAWAKI Hirokazu 138 KUGAYA Miho 65
IZUMI Tetsuya 139 KURIHARA Miho 147
JAHANBAKHSH Saeed 159 KUROSU Masaaki 118, 125
JENIFFER Rowson 106 KUROTAKI Yuta 109
JEON Eunjeong 208 KWON Euichul 157, 167
JIEUN Kim 31 LANZOTTI Antonio 76
JIN Yili 58 LAURENT Anne 27
JOMAA Inès 250 LAURENT Bénédicte 27
KAKUTA Maki 152 LEE C.F. 74
KALVIAINEN Mirja 105 LEE Gordon 87
KAMIJO Masayoshi 45, 62, 145, 157, 167 LEE Jiunde 189
KANEKO Masahide 86 LEE Ya-Hsueh 108
KANG Nam-Gyu 67, 72 LEI Shi 191
KARIMI Mahshid 79 LENARD Laszlo 249
KASHIWAZAKI Naoya 137 LERTTEVASIRI Pornthep 198
KASUGA Masao 73, 129, 154, 184, 216 LESOT Marie-Jeanne 32, 103, 227
KATO Takaya 70 LEVILLAIN Florent 185
KATO Toshikazu Kato 178 LEVY Pierre 48
KATO Toshikazu 135, 138, 193, 223, 237 LI Min 56
KAWAKAMI Yusuke 139 LI Yi He 115, 195
KAWAMURA Tatsuya 57 LIANG Yingying 182
KAWANO Hiromichi 139 LIAO CHING-CHIH 192
KAWARABAYASHI Keiichiro 133, 196, 254, LIAO WeiTing 160
255 LILLFORD Stephen 241
KAWASE Akihiro 179 LIM Chang Young 164
KHODADADEH Yassaman 23 LIN Chung-Hung 68
KIM Jieun 190 LIU Cha-Lin Charleen 82
KIM KyoungOk 64 LIU I-ning 150
KIM SuKyoung 251 LIU Xiaohong 46
KINOSHITA Yuichiro 49, 50 LIVINGSTON Frederick 87
KINT Johanna 51 LLOVERAS Joaquim 131
KIRYU Shogo 124 LU Chia-pei 36
KITAMOTO Takuma 184 LUH Ding-Bang 253
KITAMURA-SUZUKI Miho 93 LUMINET Olivier 249
KITANI Yoji 133, 254, 255 ASANO Chie 206
KIYOSUMI Masahiro 55 MA Min-Yuan 39, 40, 53, 84, 108, 115,
KLEINSMITH Andrea 212 195, 228, 239
KOBAYASHI Harumi 171 MAIRE Jean-Luc 252
KOEHL Ludovic 34, 46, 110, 205 MANCINI Maurizio 177
KOJIMA Kazuaki 101 MARTIN Sophie 27
KOLEINI MAMAGHANI Nasser 24, 80, 159 MARZO Raquel 21

267
Looking for...

MASUDA Takuya 155 NOGAMI Akira 154

MASUHARA Mirei 194 NOJIMA Nobuhito 57
MASUI Youko 172 NOJIMA Saki 59
MATHIEU Jean-Pierre 240 NOMURA Mika 137
MATRONE Giovanna 76 NORIEDA Shin 232
MATSUI Tatsunori 101 NOROSE Yuka 154
MATSUNAWA Masato 71 NUNOKAWA Hiroshi 156
MAVRIDOU Efthimia 104 OCHS Magalie 248
MCRORIE Margaret 123 OGASAWARA Naohito 156
MIN-YUAN Ma 219 OGATA Takaharu 216
MINAGAWA Jun 226 OGINO Akihiro 135, 223
MINAKUCHI Minoru 100 OGURO Hisashi 129
MIOR IBRAHIM Emma Nuraihan 126 OHIRA Yuko 65
MISAKI Daichi 98 OHKURA Michiko 245
MITSUHASHI Hideo 232 OHTSUBO Makito 98
MIYAZAWA Yoshitaka 154 OKAMOTO Masako 136
MIZUTANI Nanami 136 OKU Ritsuya 141, 154
MOHAMMAD ESMAEIL Masoodeh 23 OMHOVER Jean-Francois 31, 32, 190
MOHAMMADPOUR Nazanin 23, 236 ONDA Masaharu 216
MOHD LOKMAN Anitawati 126 ONISAWA Takehisa 238
MONDRAGÓN Salvador 25 ONO Kenta 48
MORIKAWA Hideaki 207 ONO Susumu 100
MORINAGA Yasufumi 133, 196, 254, 255 ONO Yosuke 62
MORISHIMA Mika 157 ORERO Joseph Onderi 185
MORITA Yoshitsugu 56, 58, 60, 153, 163, OTANI Tsuyoshi 152, 207
244 OTSUKA Ryuhei 96
MOSKOWITZ David 221 OTSUKA Sayaka 137
MOSKOWITZ Howard Richard 221 OU Yiling 233
MOTOYAMA Tomoko 137 OVERBEEKE Kees 51
MOUGENOT Celine 201 OYABU Takashi 38
MURAKAMI Machiko 168, 206 OZEKI Yukio 216
MURAKAMI Masashi 178 OTTAVIA Ottavia 253
MURAMATSU Keiichi 101 PAN Chang-Yu 83
MURATA Choji 166 PAPADOPOULOS Fotios 85
MURATA Kazuhito 232 PAPALAMBROS Panos 202
NADEL Jacqueline 75 PARK InChan 231
NAGAMACHI Mitsuo 126 PELACHAUD Catherine 120, 123, 188
NAGAO Yoshihide 141, 154 PERWULZ Anne 110
NAGASAWA Shin’ya 134, 144, 230 PETIOT Jef 218
NAGAYASU KenJI 135 PILLET Maurice 252
NAKAGAWA Hideo 124 POIRSON Emilie 218
NAKAJIMA Kent 141 POTTER Stephen 111
NAKAJIMA Mizuki 37 PRENDINGER Helmut 248
NAKAMA Takumi 49, 50 PRICE Marc 188
NAKASAKI Ryota 216 REBELO Francisco 113
NAKASAKO Noboru 124 REID Tahira 202
NAMBO Hidetaka 38 RIFQI Maria 103, 185
NIEWIADOMSKI Radoslaw 120, 188 RISSANEN Sari 105
NIINOMI Ryota 72 ROA-SEILER Néna 121
NIKI Kazuhisa 251 ROCHE Mathieu 27

268
 Looking for...

RODÀ Antonio 175 SUZUKI Kenji 176, 247

ROEHRICH Gilles 240 SUZUKI Yutaka 70, 146
ROKNIFARD Yassamin 79 SYED ABDULLAH Fadzli 102
ROSS Philip 51 TAI Wei-Chun 28
ROSSITZA Setchi 102 TAJODDINI Marjan 80
RYOKO Fukuda 59 TAKADA Masaru 198
SAEKI Kengo 56 TAKAHASHI Hiroshi 149
SAKAMAKI Takeshi 137 TAKAHASHI Kohske 232
SAKAMOTO Kazuko 133, 254, 255 TAKAHASHI Shihomi 65, 155
SAKATA Osamu 70, 146 TAKASHIMA Kodai 238
SANABRIA ZEPEDA Jorge Carlos 209 TAKATERA Masayuki 64, 147, 152, 167
SANCHO-BRU JoaquínLuis 25 TAKEDA Shoichi 122, 124, 187
SANTOS Michele 113 TAKEDA Yasuhiro 193
SANTOS Raquel 113 TAMURA Ryoichi 55
SATAKE Takaaki 146 TANAKA Yasuhiko 59
SATO Kiwamu 156 TANGCHAIDEE Kitisak 114
SATO Mie 73, 129, 154 TAUCHI Takatoshi 200
SCHIFFERSTEIN Hendrik N.J. 42 TELES Julia 113
SCHUELER Nora Louisa 97 TENG Chien-Kuo 81
SENDAI Shoichiro 52, 194 TERASHIMA Hirotomo 149
SENDODA Mitsuru 232 TERAUCHI Fumio 200
SERI KamatRahayu 106 THUMFART Stefan 242
SHAARI Nazlina 30 TIEN-LI Chen 160, 161
SHAFIEYOUN Zhabiz 159 TIJUS Charles 75
SHIEH Meng-Dar 90, 94, 233 TOGAWA Tatsuo 101
SHIIZUKA Hisao 66, 88, 109, 220 TOKOSUMI Akifumi 179
SHIMIZU Yoshio 45, 145 TOKUMARU Masataka 148
SHINDO Yukimune 224 TOMICO Oscar 131
SHINOHARA Isao 138 TSAI Hung-Cheng 28
SHIRAKAWA Toshiyuki 129 TSAI Tung Jen 48
SHOFU Rieko 221 TSAI Yu-Lun 127, 234
SHOJI Hiroko 224 TSAI Yung Fu 77
SHONO Toru 141, 154 TSAO Yung-Chin 95, 192
SIEFFERMANN Jean-Marc 203 TSENG Te-ping 53
SNEDDON Ian 123 TSENG Wei-Chung 40
SOETA Yasuhiro 184 TSENG-PING Chiu 219
SOGABE Haruka 56, 60, 153, 163 TSUCHIYA Keiichi 64
SOLVES Clara 217 TSUKUI Tsutomu 187
SON Dar-Young 67 TSURU Makiko 122, 124
SONNEVELD Marina Henrieke 43 TUNG Fang-Wu 173
SORIANO Carolina 21 TUNG Ting-Chun 170
SPANIDIS Pavlos 162 TZOVARAS Dimitrios 104
STAIANO Michele 76 UEMAE Tomohiro 157
STEPHEN Awoniyi 54, 130 UENO Yuudai 124
SU Hsing-Fen 108 VARNI Giovanna 116, 177
SUCH Maria José 21 VERGARA Margarita 25, 151
SUGAWARA Satoru 73 VERMEULEN Nicolas 249
SUGIMOTO Kana 144 VISCH Valentijn 44
SUMINO Gaku 100 VOLPE Gualtiero 116, 177
SUZUKI Hiroaki 135 WAKITA Daisuke 149

269
Looking for...

WALTERS Michael L. 85 ZHANG Jue 180, 198

WANG Ching-yi 229 ZHANG Xi 56
WANG Jhing-Fa 77 ZHIBIN Xie 191
WANG Jiliang 222 ZHU Yijun 205
WANG Kun-Chieh 69, 158
WANG Lichuan 34
WANG Ming-tang 28
WANG Regina W.Y. 225
WANG Shangfei 181, 214
WANG Shiu Wen 74
WANG Tsui-Lan 158
WANG Wei-yao 63, 150
WANG Yandong 182
WANG Yu-Chiao 77
WANG Zhenya 182
WATANABE Katsumi 93, 201, 232
WATANABE Makoto 48
WATANABE Yosuke 92
WONG Ju-Joan 197
WU Fong-Gong 183
WU Ya-Ying 197
XU Yang 46
YAMAGUCHI Yui 136
YAMAMATSU Tatsuya 139
YAMAMOTO Seiichi 187
YAMANAKA Toshimasa 61, 125, 136, 209,
231, 251
YAMAOKA Toshiki 215
YAMASHITA Mikio 133, 196, 254, 255
YANAGIDA Yoshiko 152
YANG Chia-Lin 239
YANG Ching 99
YANG Shang-Feng 95
YANG TSENG Li Tan 39
YANNOU Bernard 222
YASUDA Tstsuya 171
YASUKAWA Kazuki 237
YOSHIDA Hiroaki 45, 62, 145, 157
YOSHIDA Koji 100
YOSHIDA Satoshi 196
YOSHIKAWA Sakiko 93
YOSHIKAWA Tomohiro 92
YOSHINO Junichi 57
YOSHIOKA Kiyomi 61
YOSHITAKE Miki 141
YOXALL Alaster 106
YU-MING Chang 35
ZAFARMAND Seyed Javad 79, 200
ZAMORA Tomás 217
ZENG Xianyi 34, 46, 205

270
 Looking for...

Looking for... an affiliation

Aalto University, Finland 165

Advanced Institute of Industrial Technology, Japan 93, 133, 196, 251, 254, 255
Agroparistech, France 47, 203
All-Japan Karuta Association, Japan 187
Aristotle University of Thessaloniki, Greece 104
Arts et Métiers ParisTech, France 31, 32, 114, 132, 169, 190, 201
ATR Media Information Science Laboratories, Japan 100
Audencia Nantes École De Management, France 240
BBC, United Kingdom 188
Beijing Institute of Technology, China 191
Bunka Fashion Graduate University, Japan 207
Bunka Women’s University, Japan 152
Calsonickansei Corporation, Japan 216
Cardiff University, United Kingdom 102
Carleton University, Canada 186
Centre Émotion La Salpetriere Hospital, Paris, France 75
Centre For Research and Technology Hellas/Hellenic Institute of Transport, Greece 162
Cerag Umr 5820 - Iae Grenoble, France 240
Chang Gung University, Taiwan 197
Cheng Kung University of Industrial Design, Taiwan 35
Chiba University, Japan 48, 65, 79, 107, 141, 155, 200
Chiyoda Integre Co., Japan 124
Chulalongkorn University, Thailand 198
Chuo University, Japan 135, 138, 178, 193, 223, 224, 237
Cognitions Humaine et Artificielle - Chart/Lutin - Ums 2809, France 75
Curtin University of Technology, Australia 208
Damart Serviposte, France 205
Danone Research, France 47
Delft University of Technology, Netherlands 41, 42, 43, 44, 97
Dentsu Inc., Japan 141, 154
Doshisha University, Japan 187
École Centrale Nantes, France 218, 250
École Centrale Paris, France 222, 250
École Nationale Supérieure Des Arts et Industries Textiles (ENSAIT), France 34, 46, 110,
205
Edinburgh Napier University, United Kingdom 121
Eindhoven University of Technology, Netherlands 48, 51, 131
Ensea, Univ Cergy-Pontoise, France 174
Faculdade De Arquitectura, Utl, Portugal 113
Faculdade Motricidade Humana, Utl, Portugal 113
Faculty of Textile Science, Japan 62
Fortune Institute of Technology, Taiwan 74
Fuji Printing Co., Ltd., Japan 100
Fukuoka Institute of Technology, Japan 117
Future University Hakodate, Japan 67, 72
Gazi University, Turkey 242, 243
Gifu City Women’s College, Japan 157, 168, 206
271
Looking for...

Graduate School of Chuo University, Japan 224

Hakuhodo, Inc., Japan 221
Hellenic Institute of Transport, Greece 104
Hiroshima University, Japan 52, 126, 194
Hokkai-Gakuen University, Japan 133, 196, 254, 255
Hokkaido University of Education, Japan 166, 168, 206
Hosen College of Childhood Education, Japan 57
Informatics and Telematics Institute, Greece 104
Instituto De Biomecanica De Valencia, Spain 21, 217
Interdisciplinary Graduate School of Science and Technology, Japan 62
Iran University of Science and Technology, Iran 24, 80, 159
Iwate Prefectural University, Japan 156
Japan Science and Technology Agency, Japan 232
Japan Society For Promotion of Science, Japan 232
Jiangxi University, China 56
Jrc Engineering Co. Ltd., Japan 139
Kacho College, Japan 147
Kagawa University, Japan 139
Kaist, Korea 164
Kanazawa Seiryo University, Japan 38
Kanazawa University, Japan 38
Kanebo Cosmetics Inc., Japan 59, 137
Kansai University, Japan 148
Kato Tech Co., Ltd., Japan 166
Keio University, Japan 59, 210
King Mongkut’s University of Technology North Bangkok, Thailand 114, 169
Kurume Shin-Ai Women’s College, Japan 122, 124
Kinki University, Japan 122, 124, 187
Kogakuin University, Japan 66, 88, 96, 109, 180, 198, 220
Kyodo Printing Co.Ltd., Japan 138
Kyoto Institute of Technology, Japan 133, 196, 254, 255
Kyoto Sangyo University, Japan 135, 223
Kyoto University, Japan 93
Kyushu University, Japan , 55, 56, 58, 60, 153, 163, 244
Ling Tung University, Taiwan 68, 69, 158
Lirmm - Univ. Montpellier 2, France 27
Lisbon Technical University, Portugal 199
Marco Bevolo Consulting, Netherlands 221
Micro Technica Co. Ltd., Japan 139
Ming Chuan University, Taiwan 192
Moskowitz Jacobs, Inc., United States 221
Nagoya City University, Japan 98
Nagoya University, Japan 92
Namae Concept, France 27
Nanjing University, China 56
Nara Institute of Science and Technology, Japan 100
National Cheng Kung University, Taiwan 36, 39, 40, 53, 77, 84, 90, 91, 94, 112, 115, 128,
183, 195, 228, 233, 239, 253
National Chiao Tung University, Taiwan 81, 173, 189, 229
National Food Research Institute, Japan 136

272
 Looking for...

National Institute of Informatics (NII), Japan 248

National Institute of Information and Communications Technology, Japan 100
National Institutes of Advanced Industrial Science and Technology, Japan 232
National Kaohsiung First University of Science and Technology, Taiwan 28, 161
National Taipei University of Technology, Taiwan 161
National Taiwan University of Art, Taiwan 127
National Taiwan University of Science and Technology, Taiwan 150, 225
National Taiwan University of Science, Taiwan 150
National United University, Taiwan 173
National Yunlin University of Science and Technology, Taiwan 74, 82, 99
National Yunlin University of Science, Taiwan 143, 170
Nec System Jisso Research Laboratories, Japan 232
Ningbo University, China 191
Nissan Motor Co., Ltd., Japan 149
North Carolina State University, United States 87
Ntt Advanced Technology Corporation, Japan 139
Open University, United Kingdom 111
Oracle Co., Ltd., Japan 220
Parsons Paris, France 142
Pesor, France 140
Profactor Gmbh, Austria 242
Professional Usability Services, United Kingdom 246
Queen’s University, United Kingdom 123
Renault SAS, France 26, 218, 235
Royal Institute of Technology, Sweden 22
Salesian Polytecnic, Japan 57
San Diego State University, United States 87
Sapporo City University, Japan 198
Shandong University, China 182
Sheffield Hallam University, United Kingdom 106
Sheffield University, United Kingdom 106
Shibaura Institute of Technology, Japan 149, 245
Shih Chien University, Taiwan 81
Shinshu University, Japan 45, 62, 64, 145, 147, 152, 157, 167, 207
Shizuoka University of Art and Culture, Japan 133, 196, 254, 255
Skema Business School, France 240
Soochow University, China 34
Southern Taiwan University, Taiwan 28, 170
Southwest Jiaotong University, China 46
Southwest University For Nationalities, China 46
Student, Taiwan 108
Sungshin Women’s University, Korea 164
Symme Université De Savoie, France 252
Tabriz Islamic Art University, Iran 159
Tabriz University, Iran 159
Taiwan Tech, Taiwan 63
Takarazuka University of Art and Design, Japan 133, 196
Tatung University, Taiwan 95, 192
Technical University of Catalonia, Spain 131
Technical University of Denmark, Denmark 33

273
Looking for...

Telecom Paristech, France 120, 123, 188, 248

Universitat Jaume I, Spain 25, 151
Texas State University, United States 54, 130
Textile Fusion Technology R, Korea 64
The Graduate School of Future University Hakodate, Japan 67
The North Karelia University of Applied Sciences, Finland 105
The Open University of Japan, Japan 118, 125
The Research Institute of Evolutionary Biology, Japan 198
The University of Art, Iran 80
The University of Electro-Communications, Japan 73, 86, 117
Tienli Chen, Taiwan 160
Tik Cheaf, Taiwan 83
Tik Menber, Taiwan 83
Tokyo City University, Japan 124
Tokyo Denki University, Japan 137, 171
Tokyo Future University, Japan 38, 172, 226
Tokyo Institute of Technology, Japan 179
Tokyo Metropolitan Industrial Technology Research Institute, Japan 70
Tokyo University of Marine Science and Technology, Japan 73
Toppan Printing Co., Ltd., Japan 129
Tunghai University, Taiwan 127, 234
Université Montpellier 3, France 27
Université Paris 8, France 185
Université Pierre et Marie Curie, France 32, 103, 185, 227
Universiti Malaysia Sarawak Unimas, Malaysia 30
Universiti Teknologi MARA (Uitm), Malaysia 126
University College London, United Kingdom 211, 212, 213
University of Arts, Iran 236
University of Eastern Finland, Finland 105
University of Genova, Italy 116, 177
University of Grenoble (Grenoble INP), France 169
University of Groningen Netherlands, 249
University of Hertfordshire, United Kingdom 85
University of Illinois, United States 93
University of Leeds, United Kingdom 241, 242, 243
University of London, United Kingdom 29
University of Louvain, Belgium 249
University of Michigan, United States 202
University of Naples Federico II, Italy 76
University of Ottawa, Canada 186
University of Padova, Italy 175
University of Pecs, Hungary 249
University of Petrosani, Romania 119
University of Plymouth, United Kingdom 89
University of Science and Technology of China, China 181
University of Tehran, Iran 23, 79, 204, 236
University of Tokyo, Japan 93, 201, 232
University of Tsukuba, Japan 37, 61, 71, 98, 125, 136, 146, 176, 209, 231, 238, 247, 251
University of Udine, Italy 175
University of Yamanashi, Japan 49, 50, 70, 146

274
 Looking for...

Utsunomiya University, Japan 73, 129, 154, 184, 216

Wakayama University, Japan 215
Waseda University, Japan 101, 134, 144, 230
Weiting Liao, Taiwan 160
Yasuda Women’s University, Japan 166, 168, 206
Zeninsight, Ltd., Sweden 221

275
Looking for...

Looking for... a country

Australia 208
Austria 242
Belgium 249
Canada 186
China 34, 46, 56, 181, 182, 191
Denmark 33
Finland 105, 165
France 26, 27, 31, 32, 34, 46, 47, 75, 103, 110, 114, 120, 123, 132, 140, 142, 169, 174, 185,
188, 190, 201, 203, 205, 218, 222, 227, 235, 240, 248, 250, 252
Greece 104, 162
Hungary 249
Iran 23, 24, 79, 80, 159, 204, 236
Italy 76, 116, 175, 177
Japan 37, 38, 45, 48, 49, 50, 52, 55, 56, 57, 58, 59, 60, 61, 62, 64, 65, 66, 67, 70, 71, 72,
73, 78, 79, 86, 88, 92, 93, 96, 98, 100, 101, 107, 109, 117, 118, 122, 124, 125, 126, 129,
133, 134, 135, 136, 137, 138, 139, 141, 144, 145, 146, 147, 148, 149, 152, 153, 154,
155, 156, 157, 163, 166, 167, 168, 171, 172, 176, 178, 179, 180, 184, 187, 193, 194,
196, 198, 200, 201, 206, 207, 209, 210, 215, 216, 220, 221, 223, 224, 226, 230, 231,
232, 237, 238, 244, 245, 247, 248, 251, 254, 255
Korea 64, 164
Malaysia 30, 126
Netherlands 41, 42, 43, 44, 48, 51, 97, 131, 221
Portugal 113, 199
Romania 119
Spain 21, 25, 131, 151, 217
Sweden 22, 221
Taiwan 28, 35, 36, 39, 40, 53, 63, 68, 69, 74, 77, 81, 82, 83, 84, 90, 91, 94, 95, 99, 108, 112,
115, 127, 128, 143, 150, 158, 160, 161, 170, 173, 183, 189, 192, 195, 197, 219, 225,
228, 229, 233, 234, 239, 253
Thailand 114, 169, 198
Turkey 242, 243
United Kingdom 29, 85, 89, 102, 106, 111, 121, 123, 188, 211, 212, 213, 241, 242, 243,
246
United States 54, 87, 93, 130, 202, 221

276
 Looking for...

Looking for... a keyword Assistive Technology 164

Association 81, 82, 209
Associative Classification 104
(Re)Design 114 Assurance 141
3D Compression Property 166 Atmosphere 105, 143
AHC 250 Attachment 59
AHP 69, 250 Attention 128
Absolute Threshold 74 Attitude 54
Acoustic Diagnostics 70 Attractiveness 195
Actigraph 62 Attractiveness Factors 39
Active Sensing Method 135 Attractiveness Questioner 69
Activity Theory 186 Attribute Oriented Thought 231
Adjectives 82 Attribution 44
Adls (Activities Daily Living) 106 Audio Analysis 175
Advanced Phase Design Process 132 Audio Media 154
Advertisement 141, 154 Auditory Impression 122
Advertising 209 Aural Characteristic 70
Aesthetic 192 Authenticity 47
Aesthetic Experience 101, 208 Autism 108, 164
Aesthetics 33, 170, 217 Automatic Emotion Recognition 212
Affect 109 Automatic Learning 33
Affect Curves 103 Automotive Design 236
Affective Computing 32, 213, 227 Automotive Seats 235
Affective Design 43 Autonomic Nerve 157
Affective Engineering 243 Autonomous Robotics 174
Affective Evaluation 93 Avatar 210
Affective Impression 139 Balcony 233
Affective Interfaces 121 Bamboo Curtain 94
Affective Learning 186 Banner Blindness 128
Affective Needs 104 Bed Mattress 62
Affective Posture 212 Behavior Log 135
Affective States 211 Behaviour Observation 111
Affective Video Analysis 181 Berlyne Rules 191
Ageing 110 Bicycle 219
Agents 162 Bioinstrumentation 180
AirConditioning Sound 216 Biological Signal 245
Amendment 71 Black Plastics Eyeglasses 40
Analysis Of Consumer Behavior 223 Blink Modeling 89
Analysis Of Questionnaire Data 92 Body Feedback 44
And Improved Kansei Engineering 204 Body Measurements 34
Animation 29 Body Movement 211
Apparel 111, 152, 168 Body Shapes 34
Appraisal 41 Body Tracking 29
Architectural Concept 52 Brain 187
Architectural Kansei 52 Brain Activity 157
Armchair 160 Brand 142
Aromatherapy 117 Brand Effect 140
Arousal 181 Brand Identity 114
Artistic Street Furniture 95 Brand Image 205
Assessment 73 Brand Management 142, 144

277
Looking for...

Brand Names 27 Conceptual Framework For Impressions In

Buddha Statue 93 Human Product Interaction 151
CAD Models 218 Congruency 136
Car Classifications 236 Conjoint Analysis 198, 221
Car Dashboard 218 Conjoint Analysis Layout Instruction 35
Car Seats 26 Conjoint Method 100
Care Homes 105 Connection Between Picture And
Causality 220 Meaning 63
Cell Phone 125 Connotation 105
Chanel 144 Constructivist Kansei Engineering Model
Character Aspect Ratio 100 204
Character Completeness For Picture 63 Constructivist Psychology 131
Character Size 100 Consumer Response 131
Character’s Action 238 Consumer’s Emotional Behavior 205
Child 173 Consumption 130
Children’s Clothing 126 Contemporary Architects 58
Chili Hot Pot 195 Content Of Consciousness 101
China 58 Content Oriented 101
Chinese Character 84 Context 47
Chinese Fonts 53 Contrast Computing 178
Choice 202 Correspondence Analysis 215
Citarasa 104 Cosmetic 59
City Attraction 233 Creative Design 94
City Yeast 233 Creative Industry 39
Cloth Model 147 Creativity 23, 201
Clothing 208 Cultural Identity 192
Clothing Comfort 157 Cultural Industry 94
Clothing Design 64 Cultural Values 51
Clothing Pressure 157 Culture Center Design 204
Cluster Analysis 215, 222, 223 Customer Behavior 79
CoCreation 132 Customer Experience 134, 230
Cognition 239 Customers’ Perception 114
Cognition Of Beauty 98 Customer’s Requirements 169
Cognitive Indexes 131 DS 172
Color Scheme Of Packaging 225 Data Mining 27, 104
Color Temperature 225 Death Valley 254
Color Terms 226 Decision Tree 34
Color Emotion Stroop 214 Decision Making 224
Combinative Value 224 Defect In Color Vision 193
Comfort 26, 62, 107, 208 Depression 249
Comic (Manga) 238 Design 31, 125, 142, 165, 231
Commercial Message Content 154 Design Business 254
Commitment 47 Design Characteristics 33
Communication Design 199 Design Cognition 201
Communication Modeling 89 Design Evaluation 60, 76, 153, 163
Communication Needs 99 Design For Emotion 151
Computational Intelligence 103 Design For Meaning 151
Computer Games 186, 211 Design History 197
Concepts 27 Design Interaction 51
Conceptual Design 28 Design Limited Condition 191

278
 Looking for...

Design Management 196, 207 Emotional Map 53

Design Method 81 Emotional Perception 21
Design Methodology 251 Emotional Persuasion 248
Design Of Print Advertising 150 Emotional Print Advertising 150
Design Principles 199 Emotional Responses 209
Design Probes 165 Emotional Traits 123
Design Protection 142 Emotional Interactions 174
Design Psychology 41 Emotions 26, 27, 53, 119, 165
Design Research 121 Emotive Adaptive Systems 97
Design Skills 142 Encounter 130
Design Strategy 55 Engagement 211
Design Theory 41 English Conversation 88
Design Tool 244 Entertainment 73
Design Transformation 192 Entrainment 116, 177
Designer’s Cognitive Process 190 Entrepreneurship 253
Designing For Physical Pleasure 43 Environmental Impact 169
Difference In Perceptions 86 Ethical Values 51
Discomfort 107 Evaluation 39, 56, 127, 152
Dominant Hand 171 Evaluation Grid Method 55
Draping Method System 147 Event Related Potential 214
Dynamic Form 51 Exchange Support 138
Dynamic Process 75 Excitement 245
EEG 181 Exhibition Space 194
EGM 40, 195, 219 Experience Design 132
Early Stages Of Design 190 Experience Evaluation 213
East Asia 56 Experimental Psychology 232
Elaborate Fabrication 134 Expression Of Emotion 248
Elderly 105 Expressive Information Processing 175
Electromyography 247 Eye Movement 61, 89
Electronic Paper 155 Eyebrows 183
Embodied Conversational Agent 188 Eysenck 123
Embodiment 98 Fabric Assessment 168
Emotion 23, 30, 41, 44, 63, 83, 90, 91, 116, Facial Expression 93, 173, 247, 249
118, 177, 189, 225, 239, 240, 244 Facial Expression Recognition 213
Emotion Categories 181 Factor Analysis 126, 129
Emotion Detection 32, 227 Familiarity 209
Emotion Mining 103 Family Life In Taiwan 99
Emotion Recognition 185 Fancy Handbags And Boutiques 143
Emotional Arousal 81 Fashion 207
Emotional Behavior 247 Fashion Appearance 205
Emotional Behaviour 111, 188 Fashion Lady Shoes 114
Emotional Contagion 213 Feelings 236
Emotional Descriptors 34 Female Consumers 143
Emotional Design 126, 132, 159, 197 Finite Element Analysis 45
Emotional Engineering 21, 21 Flight Attendant Uniform 113
Emotional Expression 82, 122, 124 Fluctuation Value 139
Emotional Expressions 120 Folk Songs 179
Emotional Faces 75 Food 146
Emotional Impact 190 Form 198
Emotional Intelligence 119, 253 Form Feature 35

279
Looking for...

Formal Concept Analysis 215 Image 35, 82, 226

Fragrance 137 Image Cognition 95
Frequency 65 Image Enhancement 193
Freshness 42 Image Indexing 102
Furicho 57 Image Perception 112
Furniture Design 153, 163 Image Processing 32, 227
Fuzzy Cognitive Map 34 Image Retrieval 102
Fuzzy Decision Tree 148 Image Retrieval System 237
Fuzzy Logic 33 Image Size 129
Fuzzy Sets 185 Images 83, 136
Fuzzy Theory 92 Immersive Feeling 73
Garment Design 205 Implicit Emotion 249
Gaze Communication 156 Implicit Knowledge 57
Gaze Direction 93 Impression 79
Gender 122, 197 Impression Analysis 148
Gender Schema 115 Impression Evaluation 61, 86, 149
Gendered Perception 251 Impression Of City 49
Genetic Algorithms 33 Impulse 54
Geometrical Pattern 107 InHouse Design Organization 133
Gestalt Psychology 182 Indigenous Product 30
Gestalt Rules 191 Individual 111
Gesture 171 Individualize 64
Gesture Recognition 176 Industrial Design 24
Golden Ratio 229 Information Processing 118
Graphical Feature 237 Innovation 134, 255
Grouping Method 183 Innovation Adoption 240
HRI 85 Instrumental Measures 235
Hand Tools 25 Intellectual System 54
Hand Towel 184 Intelligent Agents 121
Hardware 255 Intelligent Design Tool 204
Hedonic Testing 47 Intelligent Web Based Systems 126
Helmet Comfort 167 Intention 253
Hermann Grid 74 Intention Of Buying 21
Hierarchical Cluster Analysis 25 Intention Of Buying Emotional Perception
High Heels 112 21
Holistic Design 133 Inter Personal Communication 156
Hospitality 230 Interaction 30, 44, 108
Hue 225 Interaction Design 48, 99
Human Body Dimensions 45 Interactive Architecture 97
Human Emotion 37 Interactive Design 164
Human Emotion Recognition 212 Interactive Evolutionary Computation 117
Human Evaluation 205 Interactive Genetic Algorithms 218
Human Mood 183 Interactive Grouping 92
Human Resources 119 Interactive Learning 174
Human Robot Interaction 86, 89 Interactive System 245
Humanization Of Technology 60 Interior Design Concepts 105
ISM 68, 69 Interior Lighting 149
Icon 170 Interline Spacing 100
Identity 30 Internet 130, 141
Ideology 58 Internet Advertising 128

280
 Looking for...

Japan 58 Luxury Brands 207

Japanese Onomatopoeias And Sound MBTI 229
Symbolic Words 232 Machine Learning 32, 227
Jewelry 165 Magazines 141
Joint Music Activity 116, 177 Manufacturing Process 169
Judgment Rescinding The Trial Decision 71 Market Segmentation 222
KJ Method 183 Mass Customisation 162
Kansei 79, 84, 117, 209, 210, 231, 251 Mathematical Minds (Skills And Interests)
Kansei Design 60, 121, 233 231
Kansei Engineering 23, 24, 25, 35, 36, Mattress 45
40, 76, 77, 80, 90, 91, 94, 112, 113, 126, Meaning 83
132, 158, 159, 182, 219, 236 Media 73
Kansei Ergonomics 113 Memory Recall 72
Kansei Evaluation 49, 50, 77, 129, 180, 198 Mental Distance 115
Kansei Evolution 200 Metrical Linguistics 38
Kansei Information 137, 148, 201, 220 Migraine 107
Kansei Method 30 MindSet 221
Kansei Modeling 223 Ming Style Furniture 160
Kansei Space 194 Miryoku Engineering 228
Kansei Value Creation 60 Mobile Phone 200
Kansei Words 126 Model Of Kansei 118
Kansei Parameter 137 Modeling 138
Knowledge 78 Morphing 75
Knowledge Description 101 Motion Capture 57
Kyogashi Master 230 Motion Information 180
Kyogen 57 Motor Yacht 35
Kyoto 49, 134 Motorcycle/Scooter 197
LCD Displays 77 Motorscooter 28
LCD Panel Specifications 77 Movement 208
LSLR 250 Multi Dimensional Scaling 92
Labeling 136 MultiDisciplinarity 54
Landscape 194 Multimodal Effect 241
Lateral Inhibition 193 Multimodal Interaction 116, 177
Layout 96 Multimodality 120
Le Centre Le Corbusier 194 Multiple Images 237
Le Corbusier 52 Multiple Linear Regression Analysis 158
Learning Willingness 88 Multiple Regression 25
Leather Goods 169 Multiple Regression Analysis 129
Letter Spacing 100 Multivariable Analysis 168
Lexical Ontology 102 Multivariate Analysis 202
Light/Dark Adaptation 193 Museum 90, 91
Lighting 37 Music 82, 178
Lightness Contrast 129 Music Cognition 179
Linguistic Distance 46 Music Technology 176
Linguistics 27 Music Therapy 109
Listening Test 122 Musical And Physical Gestures 175
Living Space 234 NDSA 112
Local Industry 94 NPD 26
LongTerm Use 59 Narrative Comprehension 238
Luxury Brand 144 Narrative Data 165

281
Looking for...

Neural Network 70 Powered Hand Tools 22

Neural Network Control 87 Preference Investigation 198
Neural Networks 243 Preference Mapping 235
New Matter 71 Preference Measures 229
Noisiness 42 Preference Threshold 203, 206
Non-Verbal Communication 29, 247 Preferences 236
Nonverbal Communication 156, 232 Prefrontal Cortex 187
Novelty Degree 240 Principal Component Analysis 110, 232
Objective Evaluation 166 Process 37
Objects 75 Produces Design 228
Online Design Of Experiments 46 Product 200
Onomatopoeia 210 Product Design 24, 50, 67, 68, 80, 159, 244
Ontology 101 Product Design Method 182
Optical Functional Brain Imaging 187 Product Development 22
Ornament 228 Product Form 115
Oshibori 184 Product Optimization 203, 206
Oxidized Hemoglobin 187 Product Preference 115
P300 214 Product Semantics 217
Package 136 Product Styling Design 191
Pain Feeling 106 Promotion 90, 91
Pain Rating And Gripping 106 Prosody 122
Pairwise Comparisons 76, 250 Psychoacoustic Parameter 216
Panel Evaluation 196 Psychological Lifetime 200
Pants 64 Psychology 27, 202
Paper 36 Public Art 95
Passenger Car 200 Public Space 130
Passive Sensing Method 135 Public Space Design 56
Pattern 192 Publication 78
Pattern Making 64 Purchasing Behavior 224
Perceptual Analysis 175 QFD 250
Perceptual Consumption 143 Quadratic Modeling 203, 206
Perfume 59 Qualitative Approach 125
Personality 253 Quality 252
Personality Traits 123 Quality In Use 246
Photo Browser System 72 Quantification Method I 219
Photography 129 Quantification Theory Type I 40
Physical Exercise 172 Quantification Theory Type III 239
Physical Interactions 95 Questionnaire 65
Physical Measurement 152 Random Number Routing 28
Physiological Filter 178 Randomized First Choice 140
Physiological Response 149 Rating Based Conjoint Analysis 140
Physiological Signals 185 Readability 155
Pictorial Character 63 Real Time Behavior 97
Pile Materials 166 Recognition Process 231
Platform For Design Management 133 Referential Intentions 171
Playground 23 Regional Culture 192
Pleasantness 42 Regional Gap 153, 163
Pointing With A Circular Motion 171 Regression Analysis 139
Polysomnography (PSG) 62 Remote Communication 85
Pose Generation 210 Repeater 39

282
Repertory Grid 131 Sexy 67
Request For Correction 71 Shape Description 31
Response Time 214 Shape Design 218
Retrieval 178 Shape Generation 31
Rhythm Pattern 109 Share Of Preference 140
Robot 88 Shinise 230
Robot Testbed 87 Shinzaburo Hanpu 134
Rough Set 223 Similarity Degree 46
Rough Set Theory 158 Similarity Matching 114
Rules Of Beauty 98 Simulation 145, 147
Running Shoes 148 Six Categories Of Chinese Characters 63
SD Method 145 Sleep 62
SWOT Analysis 55 Sleeping Comfort 45, 145
Safe And Comfortable 66 Sleeping Posture 145
Safety Helmet 167 Slope 194
Satisfaction 246 Social Cue 173
Scenario Building 81 Interface Design 173
Scenario Design 99 Social Engagement 211
Scenarios 47 Social Mediation 85
Scene Frame Importance Degrees 238 Social Robotics 89
Scent 117 SocioEmotional 186
Schema 179 Soft 254
Science Fiction 81 Software 255
Scissors 24 Sound Processing 139
Semantic 102 Spatial Ability 189
Semantic Difference 182 Special Testing Machine 166
Semantic Differential 25 Spectral Tilt 124
Semantic Differential Method 80, 159 Speech 173
Semantic Differential Methodologies 21, Speech Synthesis 124
21 Standards 246
Semantic Differential Scale 161 Station 56
Semantic Differential Technique 226 Statistical Analysis 38
Semantic Meaning 22 Stimulus 21, 21
Semiology 197 Storytelling 188
Senior People 125 Straight Line Expression Elements 61
Sense Measurement 152 Street 130
Sense Of Familiarity 138 Streetscape 49
Senses 221 Stress 157
Sensitivity Values 55 Structural Approach 69
Sensory Characteristics 203, 206 Structural Equation Modeling 140
Sensory Evaluation 34, 46, 110 Style 170
Sensory Functions And Contextual Subconscious 111
Perception 48 Subconscious Taste 146
Sensory Integration 108 Subjective Evaluation 184, 216
Sensory Product Experience 42 Subjective Experience 131
Sensory Science 235 Subjective Sustainability 200
Sensory Test 166, 167, 168 Suetomi 230
Sensuous Words 112 Sum Of Squared Errors 139
Service 255 Sustainability 199
Sex Appeal 67 Sweat Absorbent Liner 167

283
Switch Design 22 View Estimation 86
Symbolic Values 217 View Point 189
Synchronization 116, 177 Viewing Tasks 128
Synesthetic Kansei 98 Virtual Agents 123
System Development 66 Virtual Character 248
Systems Thinking 220 Virtual Characters 120
Tactile Perception 242 Virtual Reality 76
Tactual Experience 43 Vision 107, 241
Taiwan Lantern Festival 39 Vision Illusion 74
Taiwanese Food Culture 195 Vision Rule 191
Tangibility 44 Visual Appearance Control 252
Taste 136 Visual Characteristic 193
Technology Management 144 Visual Graphics 127
Telepresence 189 Visual Image 160
Text Analysis 103 Visual Imagery 161
Text Design 155 Visual Impression 168
Text Mining 27 Visual Occlusion 86
Textiles 110 Visual Perception 26, 75
Texture Analysis 242 Visual Processing 201
The HyakuninIsshu Karuta Game 187 Visual Search 155
Theme Of Design In Kansei Engineering Visual Stimulus 146
204 Visualization 49, 50, 92
Therapy 164 Vogue Words 65
Touch 152, 241, 243 Voice Quality 124
Tourism 38 Voyage d’Orient 52
Tourism Model 55 Wakuwaku Feeling 245
Toy Design 108 Wall 52
Traditional Handicraft 79 Wall Murals Design 127
Trial For Patent Invalidation 71 Wearable Interface 176, 247
Trust 141 Weariness 65
Typeface 84 Web Design 96
Ubiquitous Environment 223 Web Navigation 96
Ubiquitous Sensing 135 Web Service 66
Unique Kansei Traits 58 Website Design 90, 91
University 78 White Light LED 225
Usability 96, 125, 170, 246 Wide Angle Image 73
Usage Behavior 234 Wood Materials 161
Usage Context 222 Wrapper Methodology 242
Usage Model 222
User Group 234
User Interface Design 158
User Involvement 196, 255
User Requirements 68
User Centered Design 68
User’s Kansei 244
Valence 181
Value Creation 78, 224
Vehicle Personalisation 162
Video Games 185
Video Media 154

284
 Arts et Métiers ParisTech
155, Boulevard de l’Hôpital
75013 Paris
FRANCE
www.ensam.fr
[email protected]

Japan Society of Kansei Engineering

2-55-5-1003, Nihonbashi Hamacho,
Chuou-ku, 103-0007 Tokyo
JAPAN
www.jske.org
[email protected]

Taiwan Institute of Kansei

No.1, University Road, Tainan City 701
TAIWAN (R.O.C.)
www.twtik.org
[email protected]