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Industrial
Ergonomics
ELSEVIER International Journal of Industrial Ergonomics 15 (1995) 3-11

Kansei Engineering: A new ergonomic consumer-oriented

technology for product development
Mitsuo Nagamachi
Department of Industrial and Systems Engineering, Hiroshima University, 1-4-1, Kagamiyama, Higashi-Hiroshima 724, Japan

Abstract

Kansei Engineering was developed as a consumer-oriented technology for new product development. It is defined
as "translating technology of a consumer's feeling and image for a product into design elements". Kansei
Engineering (KE) technology is classified into three types, KE Type I, II, and III. KE Type I is a category
classification on the new product toward the design elements. Type II utilizes the current computer technologies
such as Expert System, Neural Network Model and Genetic Algorithm. Type III is a model using a mathematical
structure.
Kansei Engineering has permeated Japanese industries, including automotive, electrical appliance, construction,
clothing and so forth. The successful companies using Kansei Engineering benefited from good sales regarding the
new consumer-oriented products.

Relevance to industry

Kansei Engineering is utilized in the automotive, electrical appliance, construction, clothing and other industries.
This paper provides help to potential product designers in these industries.

Keywords: Consumer-oriented technology; Product development; Kansei of psychological feeling; Expert system;
Database; Computer graphics

1. Introduction want anymore. The sophisticated consumers de-

An industrial age is changing from a product-
out concept to a market-in concept regarding new
product development. In the 1970's, manufactur-
ers produced a volume of products and people
bought them. At that time, the manufacturers
designed the products through their own concept.
However, the consumers had to buy them regard-
less of personal preference. At present, they have
many things in their houses which they do not
sire that products match their own feelings of
design, function and price.
The product-out strategy means a production
by a manufacturer based on its own design strat-
egy regardless of the consumer's demand and
preference. On the other hand, the market-in
strategy implies a production based on the con-
sumer's desire and preference. Nowadays, the
consumers are stringent in choosing the products
in terms of their demand and preference. The

0169-8141/95/$09.50 © 1995 Elsevier Science B.V. All rights reserved

SSDI 0169-8141(94)00052-5
4 M. Nagamachi / International Journal of Industrial Ergonomics 15 (1995) 3-11
V---1 I Concerning the second point, we conducted a
Kansel or [ I I Product
psychological > L ~ design
feeling elements
Fig. 1. A diagram of a process of Kansei Engineering System
(KES).
manufacturers should change their production
strategy and attitude to the consumer-oriented
ones.
Nagamachi developed Kansei Engineering as
an ergonomic consumer-oriented technology for
new product development (Nagamuchi, 1986;
1988a, b, c; 1989a, b; 1990a, b; 1991a, b; 1993a, b,
c; Nagamachi et al., 1974; 1977; 1982; 1984a, b;
1985; 1986; 1987; 1988; 1989). Kansei is a Japanese
word which means a consumer's psychological
feeling and image regarding a new product. When
a consumer wants to buy something, he or she
has an image of the product as "luxurious, gor-
geous and strong". Kansei Engineering technol-
ogy enables his or her image and feeling to be
used in the new product. Kansei Engineering is
defined as "translating technology of a consumer's
feeling (Kansei in Japanese) of the product to the
design elements, as shown in Fig. 1.
Kansei Engineering aims to produce a new
product based on the consumer's feeling and
demand. There are four points concerning this
technology; (1) how to grasp the consumer's feel-
ing (Kansei) about the product in terms of er-
gonomic and psychological estimation, (2) how to
identify the design characteristics of the product
from the consumer's Kansei, (3) how to build
Kansei Engineering as an ergonomic technology,
and (4) how to adjust product design to the
current societal change or people's preference
trend.
Regarding the first point, we used the Seman-
tic Differentials (SD) developed by Osgood and
his colleagues (Osgood et al., 1957) as a main
technique to grasp the consumer's Kansei. In
Kansei Engineering, we collected the Kansei or
the customer's feeling words from the selling
shops and from industry magazines. First, we
collected 600 to 800 Kansei words and then se-
lected approximately 100 of the most relevant
words.
survey or an experiment to look at the relations
between the Kansei words and the design ele-
ments. In regard to the third point, we utilized
advanced computer technology to build a system-
atic framework of the technology on Kansei Engi-
neering. Artificial Intelligence, Neural Network
Model and Genetic Algorithm as well as Fuzzy
Logic are utilized in the Kansei Engineering Sys-
tem to construct the concerned databases and
computerized inference system. Finally, we were
able to adjust the databases of Kansei Engineer-
ing to the consumer's new Kansei trend by in-
putting the new Kansei data of the consumer
every three or four years.
2. Procedures of Kansei Engineering
There are three styles of Kansei Engineering
procedure; Type I, II and III. Type I Kansei
Engineering means Category Classification from
zero- to nth-category. Type II uses the computer
system and Type III utilizes a mathematical model
to reason the appropriate ergonomic design.
2.1. Type I: A Category Classification
The Category Classification is a method in
which a Kansei category of a product is broken
down in the tree structure to get the design
details. Following is a good example of the appli-
cation of Kansei Engineering Type I. A Japanese
automotive manufacturer, Mazda, has developed
a new sports car named "Miyata" which was
derived from Kansei Engineering. Nagamachi
taught Kansei Engineering to Mazda. The chair-
man, Mr. Kenichi Yamamoto has much interest
in this new ergonomic technology (Yamamoto,
1986). Since then, in Mazda, Kansei Engineering
has become a fundamental technology for new
product development.
Mr. Hirai, a manager for a brand new car,
decided to implement Kansei Engineering in
"Miyata" development and settled the zero-level
category of the new car " H u m a n - M a c h i n e Unity
(Jinba-Ittai in Japanese)" after discussions with
his project team. This concept implies that a
 M. Nagamachi / International Journal of Industrial Ergonomics 15 (1995) 3-11 5

driver feels a unification between himself or her- Physical

self and the car when driving. The driver feels 1st level 2nd level traits
that his or her body might be the car and controls ~. Appropriately 4 m length
the machine with his or her own intention freely. Tight feelmg~xslmpleNarrow
~ Two.seat
Width
Human-Machine Unity is just the concept of a
Slmple
new car and tells nothing about the car design ~ Interior design
Floor carpet
such as engine characteristics, car size and so
trait
forth. In Kansei Engineering Type I, the zero
Fig, 3. An example of refining the physical traits from Kansei
level concept should be broken down into clearly
subconcepts.
meaningful subconcepts to get the design details.
The members of the project team started to
classify the zero level concept to the subconcepts, the automotive engineering. In this stage, the
that is, 1st, 2nd . . . . . and nth subconcept until team created a great deal of new patents.
they obtained the car design specifications. The Through the procedure of Kansei Engineering
procedure of Type I is shown in Fig. 2. Type I, Mazda has succeeded in developing the
Regarding "Miyata", the zero Kansei level was new sports car, "Miyata", which is called "Eunos
classified into four subconcepts in the 1st level; Roadster" in Japan and has been a good seller in
"Tight-feeling", "Direct-feeling", "Speedy-feel- the U.S. as well as in Japan. After this success,
ing" and "Communication". "Tight-feeling" im- Mazda and its subcontractors have been utilizing
plies "fitting closely to the machine" and "not Kansei Engineering Type I as the fundamental
large nor small". With this subconcept, the team technology for the car development.
decided that the car length would be around 4
meters. It became 3.98 m after discussing its 2.2. Type Ih Kansei Engineering Computer System
chassis length. When they mounted four sheets
inside the car, the consumer's feeling was "nar- Kansei Engineering Type II is a computer-as-
row" and this subconcept did not match "Tight- sisted Kansei Engineering System. Kansei Engi-
feeling". So, the team designed the car mounted neering System (KES) is a computerized system
with two sheets. with the Expert System to transfer the consumer's
This explains how the Type I procedure of feeling and image to the design details. The com-
transferring the subconcepts to the design details, puterized Kansei Engineering System architec-
as shown in Fig. 3 illustrates a part of flow in ture basically has four databases, as shown in
regard to "Tight-feeling". If the team could not Fig. 4.
get the design details, it should continue the
classification to 2nd, 3rd . . . . . nth level. When the (i) Kansei database
team did realize the specks of the car design, it Kansei words which are representatives of the
examined the design details minutely in terms of consumer's feelings on a product are collected
from the dialogue with the salesman in the shop
or from the industry magazine. More than 600
Kansel Automotive Physical words were collected and then reduced in num-
1st 2 n d ........ n t h sensation engineering traits
ber to about 100 words, which seemed to be
r T l g h t .----F-- . . . . . Body size Size
feeling L-- . . . . . vision Englue
Wldtll
Hclght
enough to represent the consumer's feelings for
]-Direct __~ ..... Hearing Chassis Scat the product. After constructing SD scales and
~ feellng .... Sme|l Stcerlng Sleerlug evaluating the number of the product in the SD
HMU--[-Speedy ~ ..... yaw design
feeling L _ ..... Skin Noise Frequency scales, the evaluated data are analyzed by Factor
control
I_ C o m m u . _ r - ..... Organic Vibration Frequency Analysis. The results from the Factor Analysis
ntcatlon L - - . . . . . sense Exterior Design
Interior Design suggest the Kansei word meaning space, from
Fig. 2. The translation of Kansei into car physical traits in the which the Kansei word database is constructed
case of "Miyata". into the system.
6 M. Nagamachi/ InternationalJournal of Industrial Ergonomics 15 (1995) 3- ll

r - . . . . . . . . . . . . . . . . . Katmel I~ngineerlng .System . . . . . . . . . . . . . . . . . .

consumer wanted something "gorgeous", this

Kansei word corresponds to some design details
in the system. These data construct the image
database and the rule-base.

(iii) Knowledge-base
Knowledge-base consists of the rules needed
to decide the highly correlated items of the de-
sign details with the Kansei words. Some rules
resulted from the calculation of the Quantifica-
Client Interface tion Theory and some from color conditioning
principles and so forth.

(iv) Design and color database

Input of I Output of ']
The design details in the system are imple-
KanseI words [ graphics J
mented in the form design database and the color
database, separately. All design details consist of
Fig. 4. A systemstructure of Kansei Engineering System.
the aspects of design which are correlated as a
total shape with each Kansei word. The color
(ii) Image database database consists of full colors which are also
The results evaluated by the SD scales are correlated to the Kansei words. The combined
secondly analyzed by Hayashi's Quantitative The- parts of the design and color are pulled out by
ory Type I (Hayashi, 1976), which is a type of the specific inference system and displayed in
Multiple Regression Analysis for qualitative data. graphics on the screen.
Through this analysis, we are able to obtain a list
of the statistical relations between the Kansei (v) Kansei Engineering System procedure
words and the design elements. Hence, we identi- A consumer inputs his or her image words
fied the contributory items in the design details concerning the desired product into KES. The
to a specific Kansei word. For instance, if a KES receives these words firstly through the Kan-

lolal on [ |ffI~
m
woman
2-
- -

Fig. 5. A steering wheel design produced by KES. The picture on the right is for a female, the middle one for a male and the left
one for the combination.
 M. Nagamachi/ InternationalJournal of lndustrial Ergonomics 15 (1995) 3-11
sei word database and checks whether it can
recognize them or not. If it can recognize them,
the words are transferred to the knowledge-base.
The inference engine works in this stage by
matching the rule-base and the image database.
Then, the inference engine decides the aspects of
design details and the controller of KES pulls out
and displays the appropriate parts and color on
the screen (see Fig. 5).
(vi) How to construct the KES
First of all, a KES engineer decides a specific
product domain. If a company wants to make a
new automotive model and his or her role is
concerned with an interior design, the engineer
has to decide whether his or her research is a
dashboard design or a steering design and so
forth. The KES engineer collects the Kansei words
and constructs the SD scale of the words. He or
she collects the number of steering designs, 20 to
30 for instance, and asks his or her colleagues to
estimate them by the SD scales. After analyzing
the evaluated data by Factor Analysis and the
Quantification Theory Type I, the KES engineer
makes the aforementioned four databases, the
inference engine and the control system, based
on the Expert System procedure.
Application aspects of KES
There are two ways of applying the KES. One
supports the consumer's decision for a choice of
the products, and another supports the designer's
decision for the product development.
(i) The consumer-supporting KES
Suppose a consumer wants to buy a costume
or a house. He or she has a Kansei or feeling
concerning his or her desire for the product. For
instance, she wants to buy an elegant a n d / o r sexy
costume at some price, and he wants to construct
his luxurious house at some price. They sit in
front of a KES computer and input their desired
Kansei words into the KES. It understands their
desire through the inference engine and produces
the final decisions from the computer which
matches their desire for the products. The KES is
able to help the consumer's decision for a choice
about a product. The consumer-supporting KES
7
for a college girl costume is called FAIMS (Fash-
ion Image System) and the KES for a house is
called HULLS (Human Living System) (Naga-
machi, 1991a).
(ii) Designer-supporting KES
Another KES application is for help in design-
ing a new product. When a designer is creating a
new product, he or she starts with his or her
product image or concept. Then, he or she con-
sults with the KES by inputting the designer's
image words. The KES outputs the result of
calculation in Kansei Engineering on the display.
If the displayed graphics are different from the
designer's image, it can be changed in the shape
design and color by the KES change procedure
(see Fig. 4).
2.3. Type III: Kansei Engineering Modeling
In Kansei Engineering Type III, a mathemati-
cal model is constructed in spite of the rule-base
to obtain the ergonomic outcome from Kansei
words. In this procedure, a mathematical model
implies a kind of logic which plays a similar role
to the rule-base.
An example of this type is the Sanyo Co.,
which is described in another paper in this special
issue. Fukushima and his colleagues in Sanyo
attempted to apply Kansei Engineering to a color
printer (Fukushima et al., 1995). They succeeded
in constructing an intelligent color printer which
allows a change of the original color to be more
beautiful and more preferred face skin color us-
ing Fuzzy Kansei Logic.
3. Applications of Kansei engineering
3.1. Application of Type I
Several years ago, Japanese automotive com-
panies attempted to introduce Kansei Engineer-
ing in the automotive vehicle design develop-
ment. Nissan, Mazda and Mitsubishi were eager
to implement Kansei Engineering and they began
to produce many kinds of newly designed passen-
ger cars. Nissan has applied the new ergonomic
8 M. Nagamachi / International Journal o f Industrial Ergonomics 15 (1995) 3 - 11
technology to all new brands since the production
of "CIMA". Mazda first introduced Kansei Engi-
neering for developing "Persona" and later for
"Miyata", which continues to be a good seller.
Mitsubishi studied Kansei Engineering earlier
than any other automotive companies and tried
to implement it in "Diamante", which has been a
good seller. The other Japanese car makers, Toy-
ota and Honda, were also eager to study Kansei
Engineering Type I and introduced this tech-
nique to design the products. It is safe to say that
all Japanese car makers are interested in intro-
ducing Kansei Engineering in vehicle designing.
In the U.S.A., Ford Motor Co., former CEO, D.
Petersen said in his book (Petersen, 1992) that
Ford learned Kansei Engineering from Mazda
and implemented it in designing "Taurus". Fiat
in Italy and even Porsche in Germany are inter-
ested in Kansei Engineering. Kansei Engineering
Type I is used through the world, since it seems
easy to introduce in the product development.
3.2. Application of Type H
The KES, the computer-assisted Kansei Engi-
neering is most well known in Japan among the
Kansei Engineering procedures. Kansei Engi-
neering Type II has been applied to costume
design for a college girl (Nagamachi et al., 1988),
house design (Nagamachi et al., 1986), entrance
door design in Tateyama Co. (Kashiwagi et al.,
1992), car interior design in Nissan (Jindo et al.,
1991), office chair design in Itoki Co. (Jindo et
al., 1995), the color planning system in Sharp Co.
(Nagamachi, 1989b), interior design in a construc-
tion machine in Komatsu Co. (Nakata et al.,
1994), and automatic door design in NABCO Co.
Following are two case study examples of the
KES.
(i) Application of KES to a steering wheel design
The Kansei words concerning the steering
wheel design were collected from the dialogue in
car shops and from car magazines. Twenty Kansei
words were finally selected. The SD scales con-
sisted of these Kansei words for the evaluation of
the steering wheels.
Fifty-nine samples of steering wheel design
were collected from a variety of cars and they
were pictured to make slides. These slides were
shown to twenty-seven male students and twenty-
three female students. Then, the subjects evalu-
ated these slides on the SD scales.
These fifty-nine steering wheel designs were
also analyzed by the Kansei Engineering proce-
dure. They were classified as to 13 design items
such as the number of spokes, pad face type, pad
area and so forth. Each item was again classified
to smaller categories such as (2, 3, 4) spokes and
(small, medium, large) pad area, and so forth.
The evaluated data in the SD scales and the
items/categories design details were calculated
by the Multivariate Analysis or Quantification
Theory Type I. As a result, we obtained the
statistical relations between the Kansei words and
the design details of the steering wheel. By utiliz-
ing these outcomes, we constructed four databases
and a computer-assisted KES for the steering
wheel design (KESW) similar to Fig. 4.
This research aimed at constructing the de-
signer-supporting KES in an automotive com-
pany. Therefore, the evaluated data by the stu-
dent as well as by the company designers were
implemented in the databases for supporting the
designer's decision.
Suppose a car designer is designing a steering
wheel. He wants to design a steering wheel with
"a safe feeling". Then, he inputs the word "a safe
feeling" in KESW and gets three graphics as
shown in Fig. 5. The graphic on the right side in
the figure shows the first candidate design for a
female consumer and the central graph is for a
male consumer. The left graphic illustrates a
combined male/female design for the first candi-
date design.
We tested the estimation of the resulted dis-
plays by the experienced designers engaging in
the car design. They evaluated very highly the
artificial designs of the steering wheel decided by
KESW.
Another example of Kansei Engineering Type
II is a unique application to an interpretation of
the design language. Sharp Co. asked Nagamachi
to make an interpretation system on color be-
tween the designers and the technical engineers.
When developing a new product, a designer asks
 M. Nagamachi / International Journal of lndustrial Ergonomics 15 (1995) 3-11
]strll:t~Igic I
LI p,anningI
I 'i"^'desig~
I 'eve' 1
!
colormap
Fig. 6. The Color Planning System (CPS).
the engineers to manufacture it according to the
designer's concept. For instance, he or she orders
the engineers to paint with the "natural" color on
the outer surface of a pot. However, the engi-
neers have difficulty understanding what color
"natural" is.
We conducted an experiment for evaluating
colors in the Kansei SD scales and succeeded in
obtaining the color-Kansei word interpretation
map. We implemented the color map in the CAD
system and then the engineers easily obtained the
color specification on the map by retrieving KES,
which a designer ordered them. This system is
named "Color Planning System (CPS)" (see
Fig. 6).
In the color planning system, an engineer draws
a shape of a pot in CAD and inputs the designer's
Kansei word of "natural" in CAD. Then, a solid
graph of the pot is painted with a metallic color
decided by the KES instantly.
3.3. Application of Type III
As mentioned above, Kansei Engineering Type
Ill is a mathematical modeling of Kansei Engi-
neering. A case of Type III is described in detail
in Fukushima and his colleagues' paper in this
special issue (Fukushima et al., 1995). They at-
tempted to design intelligence in a color printer
to produce a better color picture. They conducted
an experiment in which the subjects evaluated
9
various girl's face skin colors in the Kansei SD
scales. The SD scales consisted of the Kansei
words of "beautiful", "good looking face color"
and others. The evaluated colors were classified
into hue, value and chroma separately, and these
were expressed in a triangle fuzzy membership
function. The results of the membership function
were implemented in the CPU in the intelligent
color printer, and then the more beautiful col-
ored picture was obtained through the sophisti-
cated color process.
4. Hybrid Kansei Engineering
Our next attempt is a combination of a con-
sumer-supporting and a designer-supporting Kan-
sei Engineering which is named "Hybrid Kansei
Engineering" (Nagamachi, 1993) as shown in Fig.
7. Hybrid Kansei Engineering consists of Forward
Kansei Engineering as shown in Fig. 4 and Back-
ward Kansei Engineering as shown in Fig. 8. The
former is the Kansei Engineering System in which
a designer obtains the demanded design through
an input of the Kansei words. In the Backward
Kansei Engineering, the designer is able to draw
a rough sketch in the computer and the computer
system recognizes the pattern of the design in-
putted by the designer. Then, the system esti-
mates the Kansei or the image of the design
inputted through the backward inference engine
and shows the estimated level of Kansei about
the design.
We conducted research on the recognition sys-
tem of an entrance door design (Miyazaki et al.,
1993) and continued the research of it utilizing a
"Neocognitron Model" (Fukushima, 1975; Kashi-
wagi et al., 1994). In Miyazaki's research, the
computer understands the door framework first
Kanael [ .1 ILl Design
Fig. 7. A diagram of the Hybrid Kansei Engineering System.
10 M. Nagamachi / International Journal of lndustrial Ergonomics 15 (1995) 3-11

....... DESIGNER SUPPORTING SYSTEM ........ 5. Conclusions

Kansei Engineering is a consumer-oriented

I System eo,.ro,,er I roshima University and Nagamachi and his col-
User Interface
Designing Design Backward
elements trmaslatlon
Fig. 8. A system structure of the Backward Kansei Engineer-
ing System.
and then other design details. In Kashiwagi's
research, Fukushima's Neocognitron was revised
and it is able to learn the relations between the
Kansei words and the door design details through
the selected attention model of multi-layer net-
works as shown in Fig. 9. This research will be
continued until a more intelligent system is built.
technology for product development based on
Ergonomics and Computer Science. It has been
utilized in a variety of industries and it was highly
evaluated as an effective development method
incorporating the consumer's demand.
This ergonomic technology was born at Hi-
leagues endeavored to develop a variety of Kan-
set Engineering techniques, but they have just
three types at present. Many problems still re-
main to be solved; (1) how to treat the individual
differences of Kansei, (2) how to estimate the
consumer's a n d / o r the designer's satisfaction
with the outcome from the KES, and (3) how to
improve the system by incorporating artificial in-
telligence.
Concerning item (3), Nagamachi and his col-
leagues started to use virtual reality technology to
abstract the consumers' satisfaction in a system-
kitchen decided by the KES (Enomoto et al.,
1993). In this new system, a consumer provides
his or her body height and the information about
his or her life-style. The KES produces a kitchen
with computer graphics matching the consumer's
feeling and then it is transferred to the virtual
reality system. The consumer is able to go through
the virtual reality to estimate the level matching
his or her feeling with the experience of walking
through the virtual treatment of the kitchen.
Kansei Engineering is the most recent er-
gonomic technology and is not mature at present.
We hope to produce benefits for human beings
through this advanced technology.

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