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A Perspective to Understand Emotional Design Extending of Design Methods with Inherent Knowledge

SukYoung Kim , Kazuhisa Niki , Toshimasa Yamanaka

Most products contain inherent images as well as intended images. While the influence of intended shapes on product evaluation has been well studied, the influence of inherent images remains unexplored. Thus, this study investigated the influence of inherent images on products. There were 20 subjects in two consecutive experimental sessions: 1) evaluation item screening, and 2) affective evaluation. In the first session, the subjects made decisions within the limited time in regards to their preference on the stimuli. In the second session, the subjects evaluated the stimuli with SAM (Self Assessment Manikin), which selected by their preference. SAM (Self Assessment Manikin) is an efficient measurement of emotional responses: valence, arousal, and dominance. In the study, car front images were used as stimuli on the similar disposition towards human face expression. Results showed that: 1) products contain inherent images that trigger affective differences; 2) arousal was the most affective value in inherent images.


design methods, metaphor, Subliminal, emotion, Decision-making