Study on evaluation of kawaii colors using visual analog scale

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.