Abstract
In order to meet the needs of users’ emotional experience, quantitative research is carried out on the relationship between product form design elements and Kansei image. The whole research process consists of five steps. Firstly, product samples and Kansei words are collected and selected. Secondly, a new tool is proposed to measure Kansei image, called “Image Circumplex”. Thirdly, the form design elements are extracted comprehensively based on Morphological Analysis and Protocol Analysis. Fourthly, Quantification Theory Type I is applied to build the relationship between design elements and Kansei words, and the mathematical model is constructed to support product form design. Finally, the proposed approach is presented and illustrated using a case study of electric vehicle design. The quantitative results of the relationship between form design elements and Kansei image can provide effective support for product form design, evaluation and decision-making.
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