The design theory and methods of emotional concept product based on Kansei Engineering

Up to now, the development of product design, in terms of purely rational function or external beauty, is no longer able to meet consumers´ demand, and design sensibility and experience have become a new focus. With the rapid development of science and technology, there are abundant of material products in modern society, but at the same time, great changes have taken place in our material world and spiritual world. Under the premise that the basic needs have been satisfied, the needs of people have been shifted from material consumption to spiritual consumption, more and more people concern spiritual comfort and needs. In order to adapt to consumers´ demand, product design pay more attention to emotional communications of products with people, to meet people´s physical and psychological needs, so “Kansei” was referred to a new level, Kansei Engineering is a good way to translate sensibility into emotional element in product design. Based on the close association of perceptual science and cognitive sciences, from the perspective of cognitive psychology to position “Kansei” and making use of Kansei Engineering technology to translate “Kansei” into perceptual design elements to guide product design, we can put forward complete and feasible theory of emotional concept product model and the design methods combined with the design procedure.