Evaluation of Attributes of Cosmetic Bottles Using Model of Kawaii Feelings and Eye Movements

  • Tipporn LaohakangvalvitEmail author
  • Tiranee Achalakul
  • Michiko Ohkura
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 824)


Affective values are important factors in manufacturing in Japan. Kawaii, an affirmative adjective that denotes such positive meanings as cute or lovable, has become even more critical as an affective value and is playing a leading role in the worldwide success of many products, including Hello Kitty and Pokemon. Based on this success, we believe that kawaii will be a key factor in future product design. In our previous research, we constructed a model of kawaii feelings for cosmetic bottles and identified candidates of effective attributes to design kawaii cosmetic bottles. In this research, we used our model to clarify the relationship among kawaii feelings, attributes, eye movement indexes, and prediction results. Our results clarified the effective attributes for designing kawaii cosmetic bottles and the effectiveness of our model.


Affective value Kawaii Cosmetic bottles Attribute Eye movements 



A part of this work was supported by Grant-in-Aid Scientific Research Number 26280104. We thank the students of Shibaura Institute of Technology for their participation.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Tipporn Laohakangvalvit
    • 1
    Email author
  • Tiranee Achalakul
    • 2
  • Michiko Ohkura
    • 3
  1. 1.Graduate School of Engineering and ScienceShibaura Institute of TechnologyTokyoJapan
  2. 2.Department of Computer EngineeringKing Mongkut’s University of Technology ThonburiBangkokThailand
  3. 3.College of EngineeringShibaura Institute of TechnologyTokyoJapan

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