Creative design for market segments: Application of Kansei engineering to the design management

In this paper, Semantic Differential Method was introduced into design segmentation research based on the theory of market segmentation and Kansei engineering, so as to quantitatively study on the measurement of aesthetic differentiation among consumer groups, and discuss related strategies of product design. Through empirical research, the corresponding relationship between consumer groups and Kansei semantics of products was established; the feasibility of guiding design segmentation by assessing the Kansei images of product was examined. Therefore, this paper provides some valuable suggestions for the design management and creative design.