Industrial Applications of Affective Engineering

296 Pages·2014·13.2 MB·English

by  Junzo Watada

Junzo Watada · Hisao Shiizuka
Kun-Pyo Lee · Tsuyoshi Otani
Chee-Peng Lim E ditors
Industrial
Applications
of Affective
Engineering
Industrial Applications of Affective Engineering
Junzo Watada · Hisao Shiizuka · Kun-Pyo Lee
Tsuyoshi Otani · Chee-Peng Lim
Editors
Industrial Applications
of Affective Engineering
1 3
Editors
Junzo Watada Tsuyoshi Otani
Graduate School of Information Department of Kansei Engineering
Production and Systems (IPS) Faculty of Textile Science and
Waseda University Technology
Kitakyushu Shinshu University
Fukuoka Matsumoto
Japan Nagano
Japan
Hisao Shiizuka
Kogakuin University Chee-Peng Lim
Tokyo Centre for Intelligent Systems Research
Japan Deakin University Geelong Waurn Ponds
Campus
Kun-Pyo Lee Waurn Ponds, WA
Department of Industrial Design Australia
KAIST
Yusung-gu, Daejon-shi
Korea, Republic of South Korea
ISBN 978-3-319-04797-3 ISBN 978-3-319-04798-0 (eBook)
DOI 10.1007/978-3-319-04798-0
Springer Cham Heidelberg New York Dordrecht London
Library of Congress Control Number: 2014935146
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Preface
The concept of emotion-based design, production, and marketing was considered
or dreamed in Japan in the 1950s. Since then, numerous methods have been stud-
ied to support humans in decision making, e.g., artificial neural networks and liv-
ing structures as well as artificial intelligence were investigated in the 1960s and
1970s. Various methodologies such as fuzzy sets were also proposed during the
same period. In parallel, in economics and marketing, people recognized that the
influence of human psychological behaviors and preferences plays a pivotal role
in decision making. Daniel Kahneman was awarded the Nobel Memorial Prize in
Economic Sciences for his contributions in this line of research. Indeed, emotional
experience is important in shaping our future behaviors.
Researchers started to investigate the practical use of human emotion and affec-
tive recognition in design in the 1980s. Such research was then extended from
design and questionnaire-based analyses to more physiological, biometrical, and
bio-measuremental experiments. Recently, studies on human emotions and affec-
tive senses have become prosperous. As highlighted in the book titled “Descartes’
Error: Emotion, Reason, and the Human Brain” by Antonio R. Ramasio, human
emotions play an important role in our thinking, and our rational behaviors are
greatly governed by emotions. Therefore, it is imperative to take human affective
feelings into consideration when we tackle problems in various domains.
In essence, affective (or Kansei) engineering is a scholarly field that focuses
on discovering and utilizing the value of human emotions for the development
or improvement of products or services, i.e., by incorporating human affective
feelings and impressions into the product or service design, development, and
delivery cycle. Indeed, the concept of affective engineering has become increas-
ingly important in the economic value chain. This is apparent when the Ministry
of Economy, Trade, and Industry of Japan launched the “Kansei Value Creation
Initiative,” and placed “Kansei” as the fourth value axis in the product or service
value chain. In other words, the affective value now joins the other three axes
(performance, reliability, and price) to help organizations maintain and improve
their competitiveness, i.e., producing products or services not only come with
high performance, high quality and reliability, and low price, but also with high
human affective values. As a result, affective values need to be embedded into
the whole economic value chain, ranging from upstream goods such as materials
v
vi Preface
and components to downstream goods such as finished products, services, and
contents.
This edited book stems from the First International Symposium on Affective
Engineering (ISAE2013) held at Kitakyushu, Japan, from 6 to 8 March, 2013.
ISAE2013 managed to attract numerous participants from different backgrounds,
which included academics, engineers, and practitioners to present and exchange
knowledge, experience, results, and information related to the broad aspects of
methodologies and applications of affective engineering. Following the success
of ISAE2013, participants have been invited to extend their research works and
contribute their findings as book chapters. Following a review process, a total of
22 chapters have been selected for inclusion in this edited book.
This book consists of two parts, i.e., methodology and application. Each part
has 11 chapters. In Part I (Methodology), attempts and efforts in the design and
development of a variety of methodologies related to affective engineering are pre-
sented. These include
• controlling the temperature and realizing a comfortable space based on human
brainwaves;
• proposing a new method that is useful for estimating human social emotions by
measuring micro body movements;
• developing a bi-level human migration model based on conjectural variations
equilibrium;
• evaluating signs in the artisanal sign-making area with the aim to improve the
level of customer satisfaction;
• defining the design subjects for creating attractive products and improving user
experience without relying on designers’ heuristics;
• devising an icon strategy to cultivate and attract consumers’ loyalty that helps a
company able to differentiate its products from others in the market;
• analyzing aesthetic experience as a Kansei element and a cognitive process in
product design and development;
• understanding Kawaii (an affective value) feelings pertaining to shapes, colors,
sizes, texture, and tactile sensation caused by product materials;
• evaluating the emotions for traditional Vietnamese clothes for women based on
computer vision and machine learning methods;
• assessing the sound effects in e-book reader software packages based on near-
infrared spectroscopy;
• investigating the relationship between cognitive style and webpage perception
from people with different cultures.
In Part II (Applications), the effectiveness and usefulness of a variety of affec-
tive engineering models and techniques in practical environments covering differ-
ent domains are presented. These include
• studying how the backrest structure affects the sitting comfort of a meeting
chair based on body pressures and contact areas between user and the chair;
• using affective values as a key factor to luxury brand building by focusing on
the Swiss watch industry;
Preface vii
• evaluating the transient signals of different button sounds by utilizing the wavelet
transform method;
• investigating the differences in the production processes of high-end garments
manufactured in Japan and Italy;
• adapting customers for online shopping of clothes by the ability to identify the
fabric used and the prior knowledge in fabric;
• administering self-report and physiological measures to understand color-
related emotions in different environments;
• gaining an insight into probable human-centered design trends by analyzing
movie scenes;
• analyzing the volatile compounds of white mother chrysanthemum flower on
sleep quality;
• examining emotional characteristics in response to various shades of white that
could help in designing white-based products;
• understanding the differences in skin physiology parameters and affective val-
ues in skincare products;
• devising a machine learning model to extract important information pertaining
to useful product features based on customers’ reviews.
We would like to express our sincere gratitude to all authors who have con-
tributed their works for inclusion in this book. We would also like to extend our
appreciation to the editorial team at Springer who have diligently helped in mak-
ing this book a reality. We hope that this book will serve as a useful reference for
readers to learn solid knowledge pertaining to different methodologies of affective
engineering and apply the acquired knowledge to undertake challenges in various
industrial domains.
31 December, 2013 Junzo Watada
Hisao Shiizuka
Kun-Pyo Lee
Tsuyoshi Otani
Chee-Peng Lim
Contents
Part I Methodology
A Bio-Signal-Based Control Approach to Building
a Comfortable Space ............................................ 3
Junzo Watada, Chee Peng Lim and Yung-chin Hsiao
A New Social Emotion Estimating Method by Measuring
Micro-movement of Human Bust ................................. 19
Eui Chul Lee, Mincheol Whang, Deajune Ko, Sangin Park
and Sung-Teac Hwang
Affective Engineering in Application to Bi-Level Human
Migration Models .............................................. 27
Vyacheslav V. Kalashnikov, Nataliya I. Kalashnykova,
Yazmín G. Acosta Sánchez and Vitaliy V. Kalashnikov Jr
Analysis and Evaluation of Business Signs Using Deviation Values ...... 39
Masaaki Koyama, Yuki Takahashi and Hisao Shiizuka
Defining Design Subjects According to the Context
in Which Problems Occur ....................................... 55
Masami Maekawa and Toshiki Yamaoka
Design Management Strategy: A Case Study of an Affective Product .... 67
Kana Sugimoto and Shin’ya Nagasawa
Kansei as a Function of Aesthetic Experience in Product Design ........ 83
Oluwafemi S. Adelabu and Toshimasa Yamanaka
Kawaii Rules: Increasing Affective Value of Industrial Products ....... 97
Michiko Ohkura, Tsuyoshi Komatsu and Tetsuro Aoto
ix
x Contents
Modeling Emotional Evaluation of Traditional Vietnamese Aodai
Clothes Based on Computer Vision and Machine Learning ............ 111
Thang Cao, Hung T. Nguyen, Hien M. Nguyen and Yukinobu Hoshino
Near-Infrared Spectroscopy (NIRS) Analysis of Emotion
When Reading e-Books with Sound Effects ......................... 123
Akira Nagai, Eric W. Cooper and Katsuari Kamei
The Effects of Culture on Users’ Perception of a Webpage:
A Comparative Study of the Cognitive Styles of Chinese,
Koreans, and Americans ......................................... 133
Ying Dong and Kun-Pyo Lee
Part II Application
Backrest Designs in Meeting Chairs ............................... 155
Toshio Matsuoka, Hirokazu Kimura, Hiroyuki Kanai,
Fusao Yasuda and Masaki Matsumoto
Branding Luxury Through Affective Value Case of Swiss
Watch Industry ................................................ 167
Shinichiro Terasaki and Shin’ya Nagasawa
Button-Sound-Quality Evaluation for Car Audio Main Units .......... 181
Shunsuke Ishimitsu
Characteristics of the Design and Production Process
for Italian- and Japanese-Made Tailored Jackets
in the Global Market ........................................... 193
Tsuyoshi Otani, KyoungOk Kim, Keiko Miyatake, Kimiko Sano
and Masayuki Takatera
Online Shopping and Individual Consumer Adaptation:
The Relationship Between Fabric-Identification Ability
and Prior Knowledge ........................................... 209
Tomoharu Ishikawa, Kazuya Sasaki, Hiroko Shimizu and Miyoshi Ayama
Reading Emotion of Color Environments: Computer Simulations
with Self-Reports and Physiological Signals ......................... 219
So-Yeon Yoon and Kevin Wise
Reviewing the Role of the Science Fiction Special Interest
Group via User Interfaces: The Case of Science Fiction Movies ........ 233
Shigeyoshi Iizuka, Jun Iio and Hideyuki Matsubara
Contents xi
Sleep Quality and Skin-Lightening Effects of White Mother
Chrysanthemum Aroma ......................................... 241
Se Jin Park, Murali Subramaniyam, Myung-Kug Moon,
Byeong-Bae Jeon, Eun-Ju Lee, Sang-Hoon Han
and Chang-Sik Woo
The Emotional Characteristics of White for Applications
of Product Color Design ......................................... 253
Nooree Na and Hyeon Jeong Suk
The Influence of Skincare Routines on Skin Physiology
Parameters and Affective Values .................................. 265
Yuet Sim Chan, Yukiko Tamura, Misako Kuroda and Takao Someya
Understanding Product Features Using a Hybrid Machine
Learning Model ................................................ 281
Manjeevan Seera, Chee Peng Lim and Junzo Watada
Index ......................................................... 293