Kansei /affective engineering design

Purpose The purpose of the paper is to present and discuss the Kansei engineering (KE) methodology, and to reflect on the future development of KE. The paper presents a model of the KE methodology and illustrates how this model was applied on a simple example which all may understand – design of a new chocolate bar. Design/methodology/approach The research methodology is a combination of desk research (literature analysis), data collection, data analysis, reflections and model building. Findings The paper suggests a structural model as a possible expanded framework for future Kansei /affective engineering research studies. According to the model profound affection is a result of the following six enabler factors: sensing experience; emotional experiences ( Kansei ); behavioural experiences/action; social experiences/interactions and relations; spiritual experiences/moral, ethics; intellectual experiences/cognition. Originality/value The paper defines “Profound affection” as a very comprehensive state, which is a result of a combination of sensing, intellectual/cognitive, emotional, social, behavioural and spiritual experiences. “Profound affection” is not only a result of sensing or emotional experiences.