Advances in Affective and Pleasurable Design

59

CHAPTER 7

Comparison of Evaluation

of Kawaii Ribbons between

Gender and Generation

Michiko Ohkura, Tsuyoshi Tomatsu, Somchanok Tivatansakul,

Shibaura Institute of Technology

Tokyo, Japan

[e-mail]

Siitapong Settapat

Thomson Reuters

Bangkok, Thailand

Saromporn Charoenpit

Thai-Nichi Institute of Technology

Bangkok, Thailand

ABSTRACT

“Kawaii” is a Japanese word that represents an emotional value; it has positive

meanings, such as cute, lovable, and small. In the 21

st

century, the emotional values

of industrial products become very important. However, since not many studies

have focused on the kawaii attributes, we focus on a systematic analysis of kawaii

interfaces themselves, that is kawaii feelings caused by the attributes such ...