PI:  Debra Satterfield
Co-PIs:  Sunghyun Kang, Roger Baer

Summary: Kansei engineering by definition is to seek the structure of emotions which exist beneath human behaviors. This structure is referred to as a person’s Kansei. It focuses on how people respond emotionally to products, packages, and brand experiences and it addresses the question of why people like a product, package, or brand in terms of its sensory and tactile properties. Kansei engineering also addresses the intellectual and behavioral responses that people have towards the same product, package, or brand. The Kansei Evaluation of Methodology, Product, and Packaging Design for the Tostitos Brand Product line project research was in collaboration with Frito Lay North America to develop new product and package design methods, concepts, and prototypes for the Tostitos® brand line based on the emotional, cognitive and sensory aspects of Kansei Engineering. This collaboration involved the development of design methods, products, and packages that support the mission of the Tostitos® Brand. Special emphasis was given to the use of Kansei design methodologies to craft unique sensory experiences for the Tostitos® Brand line in ways that uniquely targeted its consumers and built on the brand experience of enabling social connections and reinforcing the “good things happen” image statement.