Classification of Test Subjects and its Taste Characteristic based on Experimental Results of ^|^ldquo;Kawaii^|^rdquo; Color

Abstract

Recently, the word "kawaii" is getting familiar to many people. They have greater opportunities to use "kawaii" in their conversations, and so, the meaning contained in "kawaii" have become diverse with confusion. In despite of this situation, it seems like there are a lot of cases that pink is the typical color representative of "kawaii" on product planning. In this study, it is intended to classify the test subjects and clarify the taste characteristic of each cluster from the aspect of "kawaii". We conducted the survey to 360 women in their students to 30's by using the panel of 48 colors. As a result, six clusters of "kawaii" color were obtained. We found out that there are variations of "kawaii", and the point where people feel "kawaii", including colors, images and values differs from one type to another.