“Kawaii” Engineering

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“Kawaii” Engineering
Author: Michiko Ohkura
Specifications: ISBN  978-4254201635
184 pages
14.8 x 21.0 cm / 5.9 x 8.4 in (WxH)
Category: Academic & Science
Publisher: Asakura Publishing Co., Ltd.
Tokyo, 2017
Buy now: amazon.co.jp


The popularity of Japanese anime content around the world can be attributed in significant part to the kawaii (cute, adorable, cuddly) quality of story characters. This introductory text on kansei (affective) engineering methodically examines what constitutes kawaii in man-made artifacts. The study systematically analyzes the shape, color, texture, materials, and other attributes of artifacts considered to be kawaii, with the aim of illuminating how that quality can be engineered. Also discussed are biological and physiological signals such as pulse and brain waves, and how they can be used to measure and assess subjects’ emotional responses to kawaii objects. Interspersed among the chapters are seven brief essays by a psychologist, architect, IT specialist, and others discussing how kawaii relates to their respective fields.

The book is a must-read for anyone with an interest in—or already engaged in—product development.