Kansei design method based on product narrative design element analysis

To meet the emotional demands of consumers, designers must consider the emotional communication between products and consumers. We propose a Kansei design method based on product narrative element analysis using the design of a nightlight, considering Miao's solar drum culture as an example. Product position was clarified according to narrative design theory, and design elements were separated into product form and decorative elements. We selected the design elements based on the preferences of users via a combination of methods including eye movement tracking and user interviews. Information regarding the emotional preferences of the users was analysed using a clustering algorithm to fit a universal design scheme for guiding the Kansei product design. The analysis revealed different emotional preferences among similar consumers for the same design goal, and it could be used to determine the key design elements that would positively influence specific consumer behaviours and guide the design and development of new products.