Incorporating affective customer needs for luxuriousness into product design attributes

In a highly competitive market, customers' product affection is a critical factor to product success. However, understanding customers' affective needs is difficult to grasp; product design practitioners often misunderstand what customers really want. In this study we report our experience in developing and using an affective design framework that identified critical affective features customers have on products and are systematically incorporated into product design attributes. To identify key affective features such as luxuriousness, we utilized the Kansei engineering methodology. This approach consists of three steps: (1) selecting related affective features and product design attributes through a comprehensive literature survey, expert panel opinion, and focus group interviews; (2) conducting evaluation experiments; and (3) developing Kansei models using multivariate statistical analysis and analyzing critical product design attributes. To demonstrate applicability of the proposed affective design framework, 30 customers and 30 product design practitioners participated in an evaluation experiment for car crash pads, and 44 customers and 20 designers participated in an evaluation experiment for two interior room products (wallpapers and flooring materials). The evaluation experiments were conducted via systematically developed questionnaires consisting of a 7‐point semantic differential scale and a 100‐point magnitude estimation scale. The results of the experiments were analyzed using principal component regression and quantification theory type I method. Using the analyzed survey data, the relationship between luxuriousness and related affective features and product design attributes were identified. This relationship indicated that there was a significant difference in the perception of luxuriousness between customers and designers. Consequently, it is expected that the results of this study could provide a foundation for developing affective products. © 2009 Wiley Periodicals, Inc.