The Big 5 Personality Towards Product Design In Kansei Engineering


  • Ainul Syafika
  • Nur Khairunisya
  • Haery Sihombing
  • Shamsudin Sulaiman
  • Salleh M.R
  • Yuhazri M Y



Personality, Emotional response, Product Design, Kansei Engineering


This study discussed the features and the design preferences of the product in order to find the priority of the product towards the profile design of the car beside the correlation analysis of the Big 5 Theory. The purpose of this study is to find out what personal traits and originality of personal behavior of perception towards the understanding of human psychology related to the product design. Questionnaires that consist of each aspect of articulated customer expression in 5 Kansei words (stylish, comfortable, safe, sporty and luxury) towards 2 car design type (City and Sedan) were utilized. Statistical analysis was utilized to evaluate data from 171 respondents on their individual needs and behavior. The result shows that the preferences of product design were related to customer’s emotional feelings in which customers' personality traits (Agreeableness) based on The Big 5 test is having significant correlation towards Safe and Sporty for City and Sedan Car respectively. Based on these finding, the customers' personality traits can use employed to predict what the customer expression towards the product design.



[1] Tsai, et al., An image evaluation approach for parameter-based product form and color design. Computer-Aided Design, 2006.38(2): p.157-171.

[2] Jiao, J.R., et al., A Kansei mining system for affective design. Expert Systems with Applications, 2006.30(4): p. 658-673.

[3] Chang, C.C. Factors influencing visual comfort appreciation of the product form of digital camera. International Journal of Industrial Ergonomics, 2008.38(11-12): p.1007-1016.

[4] Yang, C. C. A classification-based Kansei engineering system for modeling consumers’ affective responses and analyzing product form features. Expert Systems with Applications, 2011.38(9): p. 11382-1139.

[5] Shieh M. D., et al., A Clustering Approach to Affective Response Dimension Selection for Product Design. Journal of Convergence Information Technology, 2011.6(2): p.197-206.

[6] Oztekin, A., et al., A Taguchi-based Kansei engineering study of mobile phones at product design stage. Production Planning & Control, 2013.24(6): p.465-474

[7] Chen, K., & Chang, T. Y. A study on the cognitive thresholds of formal styles. Concurrent Engineering, 2006.14(3): p. 207-218

[8] Dumitrescu, A. A Model of product personality. In 4th European Computing Conference, World Scientific and Engineering Academy and Society (WSEAS), 2010: p.88-93.

[9] Chuang,Y. Y., et al., A Bayesian Approach to Digital Matting. In Computer Vision and Pattern Recognition, 2001. CVPR 2001. Proceedings of the 2001 IEEE Computer Society Conference, 2001, (2): p. II-II. IEEE.

[10] Mamaghani., N., K., & Tajoddini., M. Design With Emotional Approach By Implementing Kansei Engineering Case Study: Design of Kettle. KEER, Paris International Conference on Kansei Engineering and emotion research, 2010.

[11] Desmet, P. A multilayered model of product emotions. The design journal, 2003. 6(2): p. 4-13

[12] Helander, M. G., & Khalid, H. M. Affective and pleasurable design. Handbook of Human Factors and Ergonomics, Third Edition, 2006: p.543-572.

[13] Sakurai, Y., et al., A retrieval method adaptively reducing user’s subjective impression gap. Multimedia Tools and Applications, 2012.59(1): p. 25-40.

[14] Goldstein, W.M., et al., Judgment and decision research: Some historical context. Research on judgment and decision making: Currents, connections, and controversies,1997: p. 3-65

[15] Huynh, V.N., et al., A target-based decision-making approach to consumer-oriented evaluation model for Japanese traditional crafts. IEEE Transactions on Engineering Management, 2010.57(4): p. 575-588.

[16] Haliday, D. & Setchi, R., A Comparative Study of Using Traditional User-Centred and Kansei Engineering Approaches to Extract Users Requirements. Innovative Production Machines and Systems Conference (I*PROMS'09), Cardiff, UK, 2009.

[17] Beitia, A., et al., Kansei engineering: the influence of the scale in the application of the semantic differential. In Selected Proceedings from the 13th International Congress on Project Engineering. Badajoz, 2009: p. 452-462.

[18] Bakhare, R. A Study of Consumer Behavior with respect to various brands of shampoo in Nagpur City. Asian Journal of Research in Marketing, 2012. 1(3): p.21-28.

[19] Vani, G., et al., Consumer buying behavior the controllables & uncontrollable. International Journal of Exclusive Management Research, 2011.1(1): p.1-12

[20] Hsiao, S., et al., Product-form design model based on genetic algorithms. International Journal of Industrial Ergonomics, 2010.40(3): p. 237-246.

[21] Lokman, et al., The Kansei semantic space in children's clothing. In Information Retrieval & Knowledge Management,(CAMP), 2010 International Conference on, 2010: p. 85-90.

[22] Kaiser, H. F. An index of factorial simplicity. Psychometrika, 1974.39(1): p. 31-36.

[23] Costa Jr, et al., Facet scales for agreeableness and conscientiousness: A revision of the NEO Personality Inventory. Personality and individual Differences, 1991.12(9): p.887-898.

[24] Goldberg, L. R. An Alternative “Description of Personalityâ€: The Big-Five Factor Structure. Journal of personality and social psychology, 1990. 59(6): p. 1216.

View Full Article: