The study on affective service design focused on Kansei values

While mass marketing arguably has been successful in the past, it is now a less viable strategy to satisfy consumers by a single offer. Individuals' complex and multi-faceted desire requires more practical and potent design strategies. This paper (1) outlines different understandings of human-centered objects among affective engineering, service design, and Kansei studies; (2) defines valid evaluation factor, i.e., preference, through practical researches. The research results show its validity to verifying individuals' satisfaction. In the further studies, the authors will evolve design evaluation methodologies based on the results; and propose a practical design strategy sustaining consumers' satisfaction.