Application of robust design approach for design parameterization in Kansei engineering

Nowadays, consumers have become more selective in choosing products not only deciding based on its functionality and its value but also on its aesthetic and emotional value. Aesthetic and emotional values have thus become important aspects in the success of a product in a competitive market. Consequently, recognizing the primary parameters used to generate combinative product shape which has the ability to evoke a particular emotion should be given strong consideration. This paper describes the application of robust design approach which allows the designer to determine the optimal design parameters to obtain form impression evoked by a product shape feature. A Taguchi's orthogonal array method is applied to design the experiment and is analyzed to obtain the optimal parameters for each factor. ANOVA is then employed to identify the most significant factors. A Taguchi's L ₁₈ orthogonal array was adopted for an experiment on the design of an office chair. The case study contains six three-level factors, and 18 different combinative design samples created from shape parameters. The results of the experiment shows that it is possible to create a design support system that can facilitates the designer in the creative process by suggesting shape parameters relating to a specific form impression.