Kansei Engineering, a Japanese design method used to translate feelings into product parameters, was used to look at the mobile phone design features of the Motorola Charm, Samsung t249, and HTC HD7 in the United States. Preferences of four design features (shape, material, LCD screen size, and navigation tools) were explored in a sample population of twenty-five university students in a private Northeastern university. Six kanseis/feelings elicited by phones were determined to be important to this group: (1) Attractive, (2) Cool, (3) Durable, (4) Ergonomic, (5) Modern, and (6) User-friendly. A (generic) phone with a rectangular shape, comprised mostly of metal-like and glass material, with a large LCD screen and navigation via a touchpad was determined to be the most ideal and strongly perceived to elicit many of these kanseis. After exploring the cultural sub-groups of this sample, it was determined that there are significant cultural group differences between Chinese participants and both American and Indian participants, mainly when considering the durability (p=.008) and coolness (p=.034) of the phone feature set.
Library of Congress Subject Headings
Cell phones--Design and construction; Industrial design--Psychological aspects; Human engineering; Ethnopsychology; College students--Attitudes
Department, Program, or Center
Department of Psychology (CLA)
Watson, Loni, "Kansei Engineering and cultural differences in mobile phone design" (2011). Thesis. Rochester Institute of Technology. Accessed from
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