Positioning Analysis of Traditional Craft Items using Design Elements

概要

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The purpose of this study is to create a Kutani-ware positioning map, to find the optimal positions for new products and sales promotions by preference regression analysis and to find out effective design elements to use in conducting positioning analysis instead of Kansei evaluation data by consumers. As a result of conducting positioning analysis using Kansei evaluation data, Kutani-wares have been placed on a two-dimensional surface with Dimension 1 “Heavy - Light” and Dimension 2 “Dynamic - Calm.” Also, as a result of preference regression analysis, it has turned out that Kutani-ware popular with consumers are of non-traditional designs. As a result of conducting positioning analysis using design elements, we have found out design elements to obtain positioning map similar to positioning analysis using Kansei evaluation data. Such a method as used in this study can be anticipated as a low-cost positioning analysis. The results of this study are susceptible to the influence of elements that act as axes and the originality of designs, however, and a generalization of the results requires further research.