Comparison on Evaluation of Kawaiiness of Cosmetic Bottles between Japanese and Thai People

Affective values are important factors for manufacturing. Kawaii, a Japanese affirmative adjective that denotes such positive meanings as cute or lovable, has become even more critical as an affective value and plays leading role in the worldwide success of many products, such as Hello Kitty and Pokemon. Therefore, we believe that kawaii will be a key factor in future product design. In this research, we proposed a new method to evaluate attributes for kawaii product targeting at cosmetic bottles and clarify cap ornamentation as effective attribute for kawaii cosmetic bottles for Japanese and Thai participants. Our new method can be applied to quantitatively evaluate and clarify effective attributes for other kawaii products and other kansei values.