Research on Kansei Science Using Psychological Approaches

Human Science

In Kao’s research on Kansei Science, we are conducting research into kansei using psychological methods, measuring people’s emotions, measuring people’s emotions, consciousness, and how they feel with the five senses. For example, we extracted 12 emotional factors from words used to evaluate emotions elicited when applying skincare / makeup products and developed an Affect Scale for Cosmetic Behavior*1 . By “visualizing” and objectively measuring changes in emotions during skincare / makeup application, we are able to evaluate detailed emotions elicited in various situations related to skincare /makeup and use the information in cosmetics development.

The affect scale for cosmetic behavior to measure emotions during skincare and makeup application consists of 12 emotional factors: satisfaction, refreshment, enjoyment, vitality, eustress, luxury, focus, surprise, relaxation, sleepiness, dissatisfaction and disappointment.

Kao focuses not only on the products itself but also on human factors such as the motions of the person using the product. We analyze the motions made when applying cosmetics products by motion capture technology and clarify the impression it leaves on others. We have found being conscious of Shosa (graceful carriage) when handling cosmetic containers affects one’s consciousness of oneself, consciousness of the skin, and sense of effectiveness*2 .
We are developing products and services that touch peoples’ hearts, through kansei science research through psychological methods that examine various elements related to products and the people who use them.

Photograph of a motion when handling a cosmetic container

Scene of an experiment on analyzing motions associated with putting on makeup by using motion capture technology

Analysis of motions associated with applying skincare and makeup using motion capture technology. Hand movements and their acceleration can be analyzed.

Sensory Science

Sensory Science

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