Evaluation of attributes of cosmetic bottles using model of kawaii feelings and eye movements

Tipporn Laohakangvalvit, Tiranee Achalakul, Michiko Ohkura

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)


Affective values are important factors in manufacturing in Japan. Kawaii, an affirmative adjective that denotes such positive meanings as cute or lovable, has become even more critical as an affective value and is playing a leading role in the worldwide success of many products, including Hello Kitty and Pokemon. Based on this success, we believe that kawaii will be a key factor in future product design. In our previous research, we constructed a model of kawaii feelings for cosmetic bottles and identified candidates of effective attributes to design kawaii cosmetic bottles. In this research, we used our model to clarify the relationship among kawaii feelings, attributes, eye movement indexes, and prediction results. Our results clarified the effective attributes for designing kawaii cosmetic bottles and the effectiveness of our model.

Original languageEnglish
Title of host publicationProceedings of the 20th Congress of the International Ergonomics Association (IEA 2018) - Volume VII
Subtitle of host publicationErgonomics in Design, Design for All, Activity Theories for Work Analysis and Design, Affective Design
EditorsSebastiano Bagnara, Riccardo Tartaglia, Sara Albolino, Thomas Alexander, Yushi Fujita
PublisherSpringer Verlag
Number of pages11
ISBN (Print)9783319960708
Publication statusPublished - 2019
Event20th Congress of the International Ergonomics Association, IEA 2018 - Florence, Italy
Duration: 2018 Aug 262018 Aug 30

Publication series

NameAdvances in Intelligent Systems and Computing
ISSN (Print)2194-5357


Other20th Congress of the International Ergonomics Association, IEA 2018


  • Affective value
  • Attribute
  • Cosmetic bottles
  • Eye movements
  • Kawaii

ASJC Scopus subject areas

  • Control and Systems Engineering
  • Computer Science(all)


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