Kansei Evaluation Based on Quantifying the Identity of Smartphone Shape

Abstract

© 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG. Today, shapes of many smartphones are becoming similar to each other due to the fact that the shape has become minimal. The purpose of this research is to clarify the relationship between the identity of smartphones and their shapes. This research was conducted with the keywords of the nationality including GDP, share rate, and experience of using the smartphone. In an experiment, 185 participants of 5 different nationalities (Japan, Korea, China, Thailand, and Singapore) set the order of the 9 life-sized mock-up models (iPhone X and 8 Android smartphones) based on their similarity to the front shape of the iPhone X. As a result, the participants could distinguish the identity of the iPhone X to a certain degree from the information of only the shape. Moreover, the correct answer rate differs depending on the 3 conditions and experience of using the smartphone.