Relationship between physical attributes of spoon designs and eye movements caused by Kawaii feelings

Abstract

Kawaii, a positive adjective that denotes such positive connotations as cute, lovable, and charming, becomes more important as one kansei value. It plays an important role in the success of many products. Based on this success, we believe that kawaii will be a key factor for future product design. In one of our previous study, we evaluated kawaii illustrations using eye tracking device. The result clarified relationship between kawaii feelings and eye movement indexes. In our other study, we evaluated kawaiiness of spoon designs focusing on their physical attributes. However, we have not employed the eye tracking in the study yet. Then, in this study, we evaluated the kawaiiness of spoon designs using eye tracking. The participant compared and selected more kawaii spoon designs from the pairs on the display, and eye movements had been recording meanwhile. Finally, we obtained the suggestions for the relationship between spoon design attributes and eye movement indexes for kawaii feelings.