Industrial Applications of Affective Engineering

Junzo Watada · Hisao Shiizuka · Kun-Pyo Lee Tsuyoshi Otani · Chee-Peng Lim Editors

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Industrial Applications of Affective Engineering

EditorsJunzo WatadaGraduate School of Information

Production and Systems (IPS) Waseda University Kitakyushu Fukuoka Japan

Hisao ShiizukaKogakuin University Tokyo Japan

Kun-Pyo LeeDepartment of Industrial Design KAIST Yusung-gu, Daejon-shiKorea, Republic of South Korea

© Springer International Publishing Switzerland 2014This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law.The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein.

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Springer is part of Springer Science+Business Media (www.springer.com)

ISBN 978-3-319-04797-3 ISBN 978-3-319-04798-0 (eBook)DOI 10.1007/978-3-319-04798-0Springer Cham Heidelberg New York Dordrecht London

Library of Congress Control Number: 2014935146

Tsuyoshi OtaniDepartment of Kansei Engineering

Faculty of Textile Science and Technology

Shinshu University Matsumoto Nagano Japan

Chee-Peng LimCentre for Intelligent Systems Research Deakin University Geelong Waurn Ponds

Campus Waurn Ponds, WA Australia

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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

Preface

Prefacevi

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 WatadaHisao Shiizuka

Kun-Pyo LeeTsuyoshi OtaniChee-Peng Lim

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Contents

Part I Methodology

A Bio-Signal-Based Control Approach to Building a Comfortable Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Junzo Watada, Chee Peng Lim and Yung-chin Hsiao

A New Social Emotion Estimating Method by Measuring Micro-movement of Human Bust . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Eui Chul Lee, Mincheol Whang, Deajune Ko, Sangin Park and Sung-Teac Hwang

Affective Engineering in Application to Bi-Level Human Migration Models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Vyacheslav V. Kalashnikov, Nataliya I. Kalashnykova, Yazmín G. Acosta Sánchez and Vitaliy V. Kalashnikov Jr

Analysis and Evaluation of Business Signs Using Deviation Values . . . . . . 39Masaaki Koyama, Yuki Takahashi and Hisao Shiizuka

Defining Design Subjects According to the Context in Which Problems Occur . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55Masami Maekawa and Toshiki Yamaoka

Design Management Strategy: A Case Study of an Affective Product . . . . 67Kana Sugimoto and Shin’ya Nagasawa

Kansei as a Function of Aesthetic Experience in Product Design . . . . . . . . 83Oluwafemi S. Adelabu and Toshimasa Yamanaka

Kawaii Rules: Increasing Affective Value of Industrial Products . . . . . . . 97Michiko Ohkura, Tsuyoshi Komatsu and Tetsuro Aoto

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Modeling Emotional Evaluation of Traditional Vietnamese Aodai Clothes Based on Computer Vision and Machine Learning . . . . . . . . . . . . 111Thang Cao, Hung T. Nguyen, Hien M. Nguyen and Yukinobu Hoshino

Near-Infrared Spectroscopy (NIRS) Analysis of Emotion When Reading e-Books with Sound Effects . . . . . . . . . . . . . . . . . . . . . . . . . 123Akira 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133Ying Dong and Kun-Pyo Lee

Part II Application

Backrest Designs in Meeting Chairs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155Toshio Matsuoka, Hirokazu Kimura, Hiroyuki Kanai, Fusao Yasuda and Masaki Matsumoto

Branding Luxury Through Affective Value Case of Swiss Watch Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167Shinichiro Terasaki and Shin’ya Nagasawa

Button-Sound-Quality Evaluation for Car Audio Main Units . . . . . . . . . . 181Shunsuke Ishimitsu

Characteristics of the Design and Production Process for Italian- and Japanese-Made Tailored Jackets in the Global Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193Tsuyoshi 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 209Tomoharu Ishikawa, Kazuya Sasaki, Hiroko Shimizu and Miyoshi Ayama

Reading Emotion of Color Environments: Computer Simulations with Self-Reports and Physiological Signals . . . . . . . . . . . . . . . . . . . . . . . . . 219So-Yeon Yoon and Kevin Wise

Reviewing the Role of the Science Fiction Special Interest Group via User Interfaces: The Case of Science Fiction Movies . . . . . . . . 233Shigeyoshi Iizuka, Jun Iio and Hideyuki Matsubara

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Sleep Quality and Skin-Lightening Effects of White Mother Chrysanthemum Aroma . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241Se 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253Nooree Na and Hyeon Jeong Suk

The Influence of Skincare Routines on Skin Physiology Parameters and Affective Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265Yuet Sim Chan, Yukiko Tamura, Misako Kuroda and Takao Someya

Understanding Product Features Using a Hybrid Machine Learning Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281Manjeevan Seera, Chee Peng Lim and Junzo Watada

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 293