Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
DISCUSSION ON KANSEI ENGINEERING AND BUSINESS STRATEGY: AN EXPERIMENTAL CASE OF BRAND RECOGNITION AND FORESIGHT OF SYSTEMIC KANSEI ENGINEERING
Liang DONG(1); Yafei MENG(2); Renjie ZHANG(2); Zhongxia XIANG(2); Lu CHEN(3); Junyu YANG(2)
Type:
Year:
2025
Editor:
Yong Se Kim; Yutaka Nomaguchi; Cees de Bont; Jianxi Luo; Xiaofang Yuan; Linna Hu; Meng Wang
Author:
Series:
Other endorsed
Institution:
1: Nanyang Technological University, Singapore; 2: Tianjin University, China; 3: Hebei University of Technology, China
Page(s):
066-073
Abstract:
In contemporary markets, brand identity constitutes a central dimension of competitive advantage, with product design elements functioning as concrete vehicles for conveying corporate culture, values, and philosophy. From the user perspective, recognition of brands is mediated by the perception of such elements, which can be framed as Kansei images. This article incorporates brand recognition into the framework of Kansei Engineering and develops two lines of discussion around this core. Empirically, an eye-tracking and electroencephalography (EEG) experiment using bicycles as a case study investigated how color and pattern influence cognitive responses and recognition accuracy. Results demonstrate that these variables significantly shape attentional allocation and affective states, and improve recognition accuracy by offering salient perceptual cues. These findings underscore the value of physiological measures as rigorous tools for Kansei Engineering-based research on branding. Conceptually, the article proposes a framework of Systemic Kansei Engineering (SKE) to consider the increasing complexity of corporate environments, particularly in diversified groups that encompass multiple divisions, subsidiaries, brands, and deliverables. The framework introduces six central concepts—business strategy entity, business strategy system, Kansei target, Kansei target system, Kansei image, and Kansei image system—forming a structured correspondence between enterprise intentions and user perceptions. SKE aims to explore the alignment of Kansei target systems and Kansei image systems as well as the co-evolution between business strategy systems and Kansei target systems. Branding is identified as an effective starting point for advancing SKE, which can equip enterprises with methodological means to reinforce the long-term competitive differentiation.
Keywords:
