The Application of Kansei Vocabulary and Graphic Image Generation in Customer-oriented Product Form Development

Abstract

In recent years with the rapid social changes and the flow of electronic information for each enterprise product marketing strategies need diversification to promote the products according to the consumers’ demand and this changing the product stage dramatically The buying pattern of the products preferences become complex and difficult to grasp so in this research would underline the trend in terms of product design in order to meet different customer needs Thus the designer in the product development process requires a combination of computerized database applications to quickly produce product shape ideas while closing the gap towards the diverse needs and preferences of consumers Through this study the emotional adjectives vocabulary combined together with the form of principle shape aesthetic point of view hierarchical analysis method and grey theory it can present a new product shape evaluation model towards the product design facing by the designers during product innovation and development Designers can learn through the emotional vocabulary of adjectives according to the user’s preferences and needs and can accelerate the product shape design to the next level In this study the smartphone and mouse shape design has been chosen to be the case study The key features of the product and the combination of the emotional vocabulary adjectives for the selected products will be explored From the sample product the shape of the product can be determined through the application of the principle of design and shape According to the grey theory the result found for smartphone are more close to an ideal shape of the minds of the consumers and presented under the general consumer ideal shape which is labeled as number 13 in the survey Their common characteristic presented for the screen monitor of the smartphone length is slightly longer than the expected screen aspect ratio The quantitative relation between two side of the phone the upper and lower and the left and right gap space between the screen and the side phone were consistent All of these primarily affected the results of the key adjective vocabulary groups; “modern vs traditional” “simple vs complex” and the “bulky looked vs lightweight In the case of mouse the closest results to towards the consumers’ ideal shape is sample number 15 in the second group A common feature of a mouse shape is ellipse shape and from the cross section view two eclipse represented the front and back of the mouse The distance between the axis of the two eclipses is fixed and only the horizontal axis of the eclipse shape changed and gives impact towards the adjective vocabulary of two groups; “modern vs traditional” and the “bulky vs lightweight” Results of this study can be used as one of architecture tools to know the shape pattern according to the customer demand-oriented product design and for critical shape characteristics analysis of product selection The Taguchi method is used to produce the product samples and by using the emotional vocabulary and product shape characteristics pairing together with the integrated of the Grey Theory analysis with the Analytic Hierarchy Process (AHP) the correlation analysis can be calculated This is to know the closest adjectives vocabulary towards the consumer products in terms of the shape content product innovation and development Through this method designers can quickly find an appropriate product shape type as well as shorten the product development time

Date of Award	2016 Aug 30
Original language	English
Supervisor	Shih-Wen Hsiao (Supervisor)