Kansei Engineering Implementation on Car Center Stack Designs
2014
Emotionally appealing designs are currently the norm for consumer products which also
includes interfaces like mobile phones and tablets. In car interior designs, designers are following
the same trend of incorporating emotional aspects of design as a competitive edge for their cars.
Various tools and techniques have been researched and applied; and Kansei Engineering is one of
the techniques. Kansei Engineering tries to capture the customer’s emotional needs in product
design and translates those needs into tangible design requirements which are understood by
engineers and designers. In this study, Kansei Engineering was applied to determine tangible design
needs of young Malaysian adults for car center stacks. Ten car center stack design samples from the
B segment cars and 12 Kansei words were used in this study. As many as 30 young Malaysian
adults between ages of 18 to 30 took part in the Kansei evaluation study. Data was analyzed using
Partial Least Squares in MINITAB software. The results showed that the Chevrolet Aveo center
stack design was the most preferred by both male and female participants, while for the least
preferred design it was Honda Fit for the females with a rating (3.75/10) for the while for the
males the Volkswagen Polo received the lowest rating at (4.06/10). Further analysis for Chevrolet
Aveo was done and the highest rated Kansei were “exclusive”, “elegant” and “high tech”. The
responsible design elements positively related to “exclusive”, “elegant” and “high tech”, were
“Glossy Black”, “LCD 1” (large and bright screen), “LCD 3” (large with dark screen). Design
elements which were negatively associated with “exclusive”, “elegant” and “high tech” were
“Black” and “LCD 2” (small rectangular screen).
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