Effects of colors toward pleasant impression on sofa furniture through electroencephalography (eeg)

Abstract

Color is an important element in product development marketing strategies. Understanding the relation of the pleasant impression and colors on a particular type of object is an essential contribution to product development design to meet customer needs. Emerging technologies to capture physiological - objective indicators have the potentials to deepen understanding of customer preferences. In this study, we investigated Kansei evaluation of pleasantness toward sofa with different color attributes through back-ear EEG measurement. In this pilot study, the result shows that the most pleasant color for the particular object could be from the list of an individual’s favorite colors with different degrees of positive evaluation. The early positive P100 ERP, N400 ERP, and LPP from the back - ear recording could be evoked through this Kansei evaluation of sofa colors with the potentials to become prominent features to identify the most pleasant sofa color among the group of individuals.