Recent topic of design is emotional design. When the materials were lacked in the past, marketing strategy was 4P (Product, Price, Place, and Promotion). However, in modern times when materials are abundant, the subject of consumption (people) is adde...
Recent topic of design is emotional design. When the materials were lacked in the past, marketing strategy was 4P (Product, Price, Place, and Promotion). However, in modern times when materials are abundant, the subject of consumption (people) is added. 5P centered marketing strategy has been established. Modern consumers act based on their instinct and emotion rather than rationality based on practicality, and their purchasing behaviors and decisions are absolutely influenced by instinct and emotion. At the time when emotional design appealing the emotion rather than rationality becomes the mainstream, it is required to precisely analyze the ways to stimulate the emotion of consumers. Through previous studies, it is found that the experience gives a lot of influence to the design preferences. We hypothesize that 3 classifications of emotional design such as instinctive design, behavioral design and reflective design proposed by Donald Norman can be changed by the experience. In this study, we extract factors which can objectively quantify emotional products and conduct the comparative analysis on evaluation of product design given in 2007 and 2014 with consideration of the times. For new definition and classification of emotional design, we conduct the analysis with the same targets and same survey in order to compare the preference factors of the 20s and 30s for MP3 players and products with emotional design performed in empirical research in 2007 and 2014. As a result, it is found that reflective design mainly affects the purchase intentions in 2014. Through this finding, we have established the model to experience design of emotional products. Future experience is needed for the development of product factors to continuously maintain the interests for the products. These factors such as likability, familiarity, humor and playfulness are extracted.