Visualization of Semantic Differential Questionnaire: A Case Study of Sofas and Stylish Products

Nowadays, consumers not only pay attention to the price of a product, but also to its design and taste. Designers try to design products that meet the feelings and needs of consumers. However, how can these feelings be translated into design elements? In the field of Kansei engineering, researchers try to find the answer. When studying the relationship between consumers' feelings and design elements, the semantic differential method is often used in Kansei engineering. This study built a visualization system to visualize the data from a semantic differential questionnaire. Our survey targets were sofas and stylish products. We classified design elements into six factors: style, shape, material, color, value, and emotion. Each factor contained two sets of scales with polar adjectives, meaning opposing adjective words. We then collected 68 semantic differential questionnaires based on these factors. Finally, we displayed our results in six types of charts: two tree charts, a comprehensive analysis chart, a heatmap, a donut radar chart, a line chart, and a bar chart. When the results of the semantic differential questionnaire are visualized in these charts, it helps designers to see patterns in the data and makes it easier to interpret the results