A Study of Design Based on Negative Emotions of Modern People

Abstract

People often had been accompanied by negative emotions using all kinds of products. In this study, our aim was to test what the new method of design through negative emotions could be accepted. It was considered that one of the challenges for designers to transform the negative feelings of consumers into the positive experience. We applied Principal Component Analysis and Cluster Analysis to extract with 10 samples of 5 design concepts turned from 5 Clusters. It concludes that the number of Kansei words using Factor Analysis was reduced and also categorized to 2 factors labeled Form Factor and Affective Value Factor, represent 82.065% of data. A semantic-spatial distribution performed to identify factors and determine specimen’s Kansei, displayed an extreme variance of two categories. It was showed that about a quarter of the proposals were clearly accepted by the people, while the rest were ambiguous or rejected. Our research conceptualized the relationship between Kansei evaluation and form characteristics both more qualitatively and more objectively. Each cluster in Kansei space derived from negative emotions of modern people analysis was tabbed with an identified discrimination. The expected results and findings can provide a contribution to make decisions on the creation of developing new design product.