The study on affective service design focused on Kansei values

While mass marketing arguably has been successful in the past, it is now a less viable strategy to satisfy consumers by a single offer. Individuals´ complex and multi-faceted desire requires more practical and potent design strategies. This paper (1) outlines different understandings of human-centered objects among affective engineering, service design, and Kansei studies; (2) defines valid evaluation factor, i.e., preference, through practical researches. The research results show its validity to verifying individuals´ satisfaction. In the further studies, the authors will evolve design evaluation methodologies based on the results; and propose a practical design strategy sustaining consumers´ satisfaction.