A Kansei Image Survey System Based on Shopping Channel s Differences

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1 A Kansei Image Survey System Based on Shopping Channel s Differences 517 A Kansei Image Survey System Based on Shopping Channel s Differences Chen-I Huang 1,2, Shing-Sheng Guan 2 1 Department of Visual Communication Design, Southern Taiwan University of Science and Technology, Taiwan 2 Graduate Institute of Design, National Yunlin University of Science and Technology, Taiwan zay@stust.edu.tw, ssguan@yuntech.edu.tw Abstract The rapid development of technology s role in everyday people s lifestyle has tremendously transformed the global market. People have gradually enhanced their survival mentality from the materialistic fulfillment into the emotional one. This phenomenon has transformed producers role in the market such that they not only manufacture products and provide goods, but also create products which embody atmosphere and stories. Thus, consumers experience deeper satisfaction and emotional connections with their purchases. This study compiles and analyzes data collected through surveys in order to understand the effectiveness of the application of Kansei Engineering and its relationship with generational differences in the following ways: By examining the existing Kansei image survey system (2005). The modification and analysis of the Kansei system: In the assessment of rational and emotional vocabulary, the most recent and previous results of current quantification type-i were compared and it was found that the previous results of rational or emotional feelings possess a certain degree of accuracy, while the vocabulary for individual or popular feelings show significant discrepancies. Public survey analysis: The subjects were divided into two groups. One group was used to study individual or popular feelings, while the other was used to examine the significant differences that emerged between a physical control group and online respondents. This led to the conclusion that photography significantly influences perceived feelings. Keywords: Kansei engineering, Shopping channel, Packaging. 1 Introduction The Kansei Era has ushered in a sense that products are valued less for their materiality and more for their spiritual and emotional elements, which has become the focus of people s demands. Therefore, when developing and designing a product, it is very important to anticipate how people will feel about it and what their preferences are. This phenomenon has transformed producers role in the market such that they no longer merely manufacture and provide goods, but also create a type of product that can embody atmosphere and stories. Thus, consumers can experience deeper satisfaction and emotional connections with their purchases. 2 Experiment 2.1 Motivation This research uses chocolate as a research sample because it is commonly considered as a product associated with emotions. Through insight into how the design of chocolate s packaging affects consumers feelings, this research is expected to provide beneficial advice for designers in the following three ways: create products which evoke more intimate feelings in consumers minds, discover how various symbols are interpreted when marketed to different target groups, and enhance the overall value of their chocolate products. 2.2 Research Objectives (1) To broaden previous research to include more in-depth investigations into the relationship between emotional and rational feelings. (2) To conduct a public survey aimed at understanding people s emotional evaluation in general. (3) To provide suggestions for designers and other related parties regarding the emotional and rational elements in designing chocolate packages. 2.3 Research Limitations (1) The samples chosen are products existing in the market in order to realize the representativeness and accuracy of this research. (2) Convenience samplings were applied to select subjects for the public survey. The experiment in this research was divided into two types. The first one involved administering a questionnaire to respondents who observed the existing and real products, while the second was an online questionnaire to investigate the changes in purchase methods. 2.4 Research Subject Convenience sampling was conducted among previous study participants (i.e., A Study on Difference of Kansei *Corresponding author: Chen-I Huang; zay@stust.edu.tw DOI: /JIT a

2 518 Journal of Internet Technology Volume 17 (2016) No.3 Imageries Based on the Degree of Involvement -- Using Chocolate Package as An Example ). Overall, there were thirty-six respondents, of which seventeen respondents observed the objects and completed questionnaires, while the other nineteen respondents answered the online questionnaire. 2.5 Samples Four kinds of chocolate products were selected based on the Kansei image survey system (Table 1). Table 1 The Category List of Visual Design Elements Sample 1 Sample 2 Sample 3 Sample 4 3 Results and Discussion 3.1 Kansei Image Survey System Analysis Review The chocolate package samples and Kansei lexicon were made into a questionnaire based on the semantic differential (SD) method, and seven measurements were used to conduct the evaluations. Fifty subjects were given thirty chocolate samples to grade using the lexicon. Before conducting quantification type-i analysis, the visual elements of the chocolate packages were divided into categories and then encoded with numbers as shown in Table 2. After the encoding, thirty chocolate samples and three final classifications were summarized into a matrix table to conduct a quantification type-i analysis. The previous study used in this research is entitled A Study on Difference of Kansei Imageries Based on the Degree of Involvement -- Using Chocolate Package as An Example (2005). Two Kansei image systems were used in this study: rational or emotional and individual or popular. The study aimed to propose effective and concrete suggestions for future chocolate packaging designs by examining main visual elements and consumers psychological perceptions of chocolate packaging. Aside from being able to shorten the distance between packaging designer and consumers perception, it is expected to enhance the added value of chocolate as a merchandise Kansei Image Survey System and Analysis The thirty-six respondents who had participated in the previous study were contacted for this study. The four samples were provided to these respondents so that they could record their emotional responses. The hypothesis of this research is that the existing model is accurate, and even Table 2 The Category List of Visual Design Elements Item Category Language of the header Header font Window design (1) English; (2) Japanese; (3) Mixed (e.g., Mandarin + English) (1) Straight; (2) Curvy (1) With window; (2) Without window Graphic types (1) Illustrations; (2) Photos; (3) Illustrations + Photos Number of (richness) (1) Less than four ; (2) Four to seven ; (3) More than seven Color scheme (1) Warm ; (2) Cool ; (3) Neutral Text layout (1) Aligned left; (2) Aligned center; (3) Justified Ratio between texts and graphics (1) Text-dominant; (2) Graphicdominant; (3) Equal proportion between text and graphics Package style (1) Paper; (2) Bag; (3) Box; (4) Special design Package material (1) Papers; (2) Plastics though the samples are different, the general feelings they evoke should be similar. A. Results of the quantification type-i analysis of vocabularies representing rational or emotional feelings and the visual design elements When the results of the quantification type-i analysis (Table 3) and the previous study were compared, the results showed that the highest partial correlation bias was the ratio between image and text. The packaging design has the second highest one. The rest of the results have small discrepancies, but do not have major changes, while the reliability remains up to 80%. Therefore, it can be concluded that the previous model measuring perceived emotions still has a certain degree of accuracy. On the other hand, the total scores showed that the closer the result is to the right spectrum (positive value) the more emotional feeling is perceived. Alternatively, the closer the result is to the left spectrum (negative value), the more rational feeling it is. It was found that samples that were graphic-dominant had the biggest influence in determining the emotional feeling, with a total score of and partial correlation bias of 0.791; while textdominant samples had the biggest influence in evoking a rational feeling, with total score of and partial correlation bias of Based on the explanation above, the revised model shows that the ratio between text and graphics is the most

3 A Kansei Image Survey System Based on Shopping Channel s Differences 519 Table 3 Results of the Quantification Type-I Analysis of Vocabularies Representing Rational or Emotional Feelings and the Visual Design Elements Item Language of the header Header font Window design Graphic types Number of Color scheme Text layout Ratio between text and graphics Package style Package material Category 1. English 2. Japanese 3. Mixed 1. Straight 2. Curvy 1. With window 2. Without window 1. Illustrations 2. Photos 3. Illustrations + photos 1. Fewer than four 2. Four to seven 3. More than seven 1. Warm 2. Cool 3. Neutral 1. Aligned left 2. Aligned center 3. Justified 1. Text-dominant 2. Graphic-dominant 3. Equal proportion between text and graphics 1. Paper 2. Bag 3. Box 4. Special design 1. Paper 2. Plastics Results (rational emotional) Partial correlation bias * Constant term Coefficient of multiple correlation = Coefficient of determination (the square of weight of the coefficient of correlation) = Note. * Represents item with the highest residual error. influential element in determining rational or emotional feelings. The consumers will receive designs that can fulfill these influential elements better, while when using the opposite elements in the designs will generate different feelings. When using vocabulary related to rational or emotional feelings, the difference between the observed and forecast values is shown in Table 4. The current research found that three out of four samples had a residual error lower than 0.5 (not including a plus or minus sign); indicating that the observed and forecast models corresponded. On the other hand, only one out of four samples had a residual error higher than 0.5; indicating a discrepancy between the observed and forecast models. Therefore, it can be concluded a discrepancy was present in the forecast model when the respondents were evaluating Sample 3 for rational and emotional feelings. Residual errors lower than 0.5 were because the respondents were asked to choose from integer numbers (i.e., 1, 2, 3, and so on). However, the average and forecast values contained decimals, and therefore the minimum reference value must be 0.5 to be able to measure real perceived feelings. Table 4 The Observed Value, Forecast Value, and Residual Error of All Respondents Regarding the Vocabulary Representing Rational and Emotional Feelings Sample Observed value Forecast value Residual error * * * Note. * Represents that the residual error is lower, indicating the proximity of the observed and forecast values. B. Results of the quantification type-i analysis of vocabulary representing individual or popular feelings and the visual design elements A comparison of the results of the quantification type-i analysis and the previous study indicated that the highest partial correlation bias was that the text layout has become the packaging design. The packaging design was the second highest one and has become the text layout. The rest of the results showed varying degrees of discrepancies, but not major ones, meaning they had no significant influence, and the reliability declined from 81% to 65%. Therefore, it can be concluded that the previous model for perceived emotions in individual or popular feelings has changed based on generational differences. The most recent research found that two out of four samples had residual errors lower than 0.5 (not including a plus or minus sign); showing that observed and forecast models corresponded. On the other hand, only one out of four samples had a residual error higher than 0.5; indicating a discrepancy between the observed and forecast models

4 520 Journal of Internet Technology Volume 17 (2016) No.3 for individual or popular feelings due to generational differences. Summary: Through the quantification type-i analysis, the results indicated that reliability had reduced significantly, while there were also significant changes in the partial correlation bias of the items and categories. A comparison of observed and forecast values of the samples yielded a mixed result; therefore, it can be concluded that there was a change in the evaluation of the individual or popular feelings. This proves that the generation and trends are correlated to the individual or popular feelings Comparative Analysis of the Survey The respondents were divided into two groups. The first group consisted of seventeen respondents who observed the real products to complete the questionnaire, while the other group consisted of nineteen respondents who completed the online questionnaire. The online questionnaire was used because (1) it was difficult to contact respondents from the previous study, and (2) because online purchasing has become a main shopping method. The results of the t-test of the Kansei image of both groups are shown in Table 5. Table 5 T-Test of the Physical and Online Respondents Rational and emotional Standard Mean deviation Individual and popular Standard Mean deviation Sample 1 Physical Online t-test * Sample 2 Physical Online t-test Sample 3 Physical Online t-test Sample 4 Physical Online t-test Note. * Less than 0.05 indicates a significant difference. A discrepancy was found between the two respondent groups regarding the individual or popular feeling in Sample 1. It can be reasoned that this sample imparts a small and delicate feeling to the respondents; however, the impossibility of presenting metal texture in a photo led to the expression of a more popular feeling. 3.2 The Intersection between Emotional and Rational Feelings Each sample received a Kansei score in order to evaluate perceived emotions, because the questionnaire applied a scale between zero and seven. Four represents neutral, while less than 4 presents a higher inclination for rational feeling. For example, in Table 4, Sample 1 has 2.87 as the total score, meaning that it is more inclined to a perceived feeling of very emotional and a little bit rational. Those perceived emotions like Shigenobu Kobayashi (1987) perceives that emotional and rational are correlative and about sensitivity. In the field of marketing, a product s emotion refers to its color, texture, and design. These elements determine whether a product cater consumers preferences and can affect the rate of sales. Therefore, the emotional marketing is about researching the marketability of a product based on its image in order to grasp consumers purchasing behavior and to create a product that fits the market [1]. At the initial stage of sample selection, Sample 1 was expected to be a rational one, Sample 2 an emotional one, Sample 3 an individual one, and Sample 4 a popular one. These expectations were modified based on the Kansei system and the total scores have also changed. Based on the previous study s Kansei model, the packaging of Sample 4 was determined to evoke the perceived emotion of popular, but in the most recent study, the perceived emotion was shown to be slightly individual. Based on the overall evaluation, emotional or rational feelings were not influenced by generational differences, while individual or popular feelings were easily influenced by the generational gap. 4 Conclusion This research applied a survey method to compile, analyze, and understand the real circumstances of the usability, evaluation, and the application of Kansei Engineering, as follows: (1) A reflection on the previous Kansei system: The Kansei system in the authors previous research has a certain degree of reliability and can act as a reference for designers when conducting the packaging design image process. (2) Re-modification and analysis of the Kansei system: Thirty-six respondents, who had participated in the previous research, were provided samples to record their perceived emotions. This study hypothesized

5 A Kansei Image Survey System Based on Shopping Channel s Differences 521 that the existing model was accurate; even though the samples are different, the standard feelings should be similar. The results of the quantification type-i analysis were as follows: In the evaluation of rational or emotional vocabulary, the results of the current quantification type-i analysis and the previous one were compared. It was found that the highest partial correlation bias was found in the ratio between image and text, while the packaging design had the second highest one. The rest of the results did not have significant discrepancies, while the reliability remained up to 80%. Therefore, it can be concluded that the previous model for perceived rational or emotional feelings continues to have a certain degree of accuracy. In the evaluation of individual or popular vocabulary, the results of the most recent quantification type-i analysis and the previous one were compared. It was found that the highest partial correlation bias was that the text layout has become the packaging design. The packaging design was the second highest one and has become the text layout. The rest of the results indicated varying degrees of discrepancies, but not major ones, meaning they had no significant influence, and the reliability declined from 81% to 65%. Therefore, it can be concluded that the previous model for perceived emotions in individual or popular feelings has changed based on generational differences. And the most important issues in human visual sensory performance are based on the ability to discriminate between one of two signals rather than to detect the existence of a signal [2]. (3) Analysis of public questionnaire: Respondents were divided into two groups. The first group consisted of respondents who observed the real products to complete the questionnaire, while the other group consisted of respondents who completed the online questionnaire. The online questionnaire was used because it was difficult to contact respondents from previous research, and because online purchasing has become a major form of shopping. And the online purchasing just like B. Shackel s thesis (2009), when users and purchasers make decisions about systems, their decision depends not only upon usability but upon an assessment balancing various factors; they probably consider also how useful the system will be, whether they feel it is suitable and they would like to use it, and how much it will cost, both financially and in terms [3]. The two respondent groups indicated a discrepancy regarding the individual or popular feeling in Sample 1. This led to a conclusion that photography technique has a significant influence in determining perceived feelings. References [1] S. Kobayashi, Color Marketing Strategy (W. K. Luo, X. Z. Wan, trans.), Resource Development, [2] C. D. Wickens, S. E. G. Becker, Y. Liu and J. D. Lee, An Introduction to Human Factors Engineering (2nd ed.), Pearson, [3] B. Shackel, Usability -- Context, Framework, Definition, Design and Evaluation, Interacting with Computers, Vol. 21, No. 5-6, pp , December, Biographies Chen-I Huang is an assistant professor in the School of Design. She teaches courses in visual Communication design including Editorial Design In Graphic, Conceptual Communication Design, and Industrial Practice for Advertisement Design. Her interests include Package Design and Identity System Design, especially issues of Culture and Creative Industry. Shing-Sheng Guan is a professor and vice president, executive director of Kansei Engineering Society, Chinese Society of color standing supervisor, Visual Communication Design Department of National Yunlin University of Science and Technology in Taiwan, Republic of China Design Institute Design Institute. Former Human Factors Engineering Society, Deputy Secretary-General; ROC Design Association executive director, director, executive director of the Chinese Society of color, director; Kansei Engineering Society.

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