TRAFST Vol.9 No.1 pp. 14-19


“Kawaii” as an Affective Value

Michiko OHKURA

Shibaura Institute of Technology, 3-7-5 Toyosu, Koto-ku, Tokyo

20 January 2015
26 February 2015
April 15, 2015
kawaii, affective value, kansei, emotion

In the 21st century, the affective/kansei values of industrial products are considered very important. However, since not many studies have focused on the kawaii attributes, we focus on a systematic analysis of kawaii interfaces themselves, that is kawaii feelings caused by the attributes such as shapes, colors, and materials. This article introduces the results of our experiments for abstract objects in virtual environment and obtained tendencies on kawaii attributes such as kawaii shapes and kawaii colors as kawaii rules.

Cite this article as:
M. OHKURA, ““Kawaii” as an Affective Value,” , Vol.9, No.1, pp. 14-19, 2015.
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Last updated on Mar. 29, 2023