Study on Evaluation of Kawaii Colors Using Visual Analog Scale

Abstract

In the 21 st century, the Kansei values of industrial products are considered very important. Kawaii is one of the important Kansei values for future interactive systems and industrial products. However, since only few studies have focused on kawaii attribute, we systematically analyze the kawaii interfaces themselves, that is, the kawaii feelings caused by such attributes as shapes, colors, and materials. In previous experiments, we obtained interesting tendencies about kawaii attributes. For example, if an object has more brightness and more saturation, more participants chose it as most kawaii for every hue. The most commonly chosen hue was purple for both men and women. However, since we have not studied intermediate hues based on the Muncell Color System, we systematically experimented on the color elements to clarify the tendencies of kawaii colors. The experimental results clarified the tendencies of kawaii colors for each color element, such as hue, saturation, and brightness.

Can whimsically cute packaging overcome young consumer product unfamiliarity?

“…Nevertheless, it could be argued that these results share similarities with studies from other countries. For example, this study's findings of red + yellow and blue + green as the cutest colors are consistent with Komatsu and Ohkura's (2011) findings in Japan and Cheok's (2010) results in the EU, Asia and North and South America. Therefore, to some extent, this study's results could be generalized, especially in Asia.…”

“…Unlike previous scholars, who used Munsell color charts to test cute color perception (e.g. Komatsu and Ohkura, 2011; Gong et al. , 2017), this study used the Encycolorpedia color list: primary colors blue (B), red (R) and yellow (Y); secondary colors green (G), orange (O) or a mix of red + yellow (RY) and purple (P); and tertiary colors blue + green (BG), blue + purple (BP), red + green (RG), red + purple (RP) and green + yellow (GY).…”

Comparison of evaluation of kawaii ribbons between genders and generation of Japanese

“…This article introduces our new trial in which we dealt with combinations of attributes, colors, and patterns and applied them to an actual product, a ribbon, employing a web questionnaire system. The most important feature of this study is to evaluate the difference between ribbons which is considered kawaii in general and moreover set their colors evaluated kawaii in our previous study [12]. It is because we wanted to clarify the similarities and differences for kawaii patterns and kawaii colors between genders and generations.…”

The relationship between preferences in pink colors and fashion taste

“…It has been considered as an important value that increases impressions on various products such as Hello Kitty by Sanrio. From our systematic studies on kawaii products, various attributes have been proposed including color [1]. In addition, since 2017, we have conducted our research on fashion and investigate the transition of kawaii fashion trends in Japan [2][3][4][5].…”