Anthropomorphism and the Kansei Evaluation in Product Design Between Japan and Thailand

Features in design that evoke human-like qualities—known as anthropomorphism—positively and negatively influence human perceptions. However, most previous studies have focused on subjects from a single country, and limited research explores whether similar trends exist across different nations. This study aims to investigate the differences in preferences and impressions of anthropomorphic product designs between Japan and Thailand. Despite being in the same Asian region, significant geographical distances may lead to cultural differences, resulting in varied attitudes toward anthropomorphism.We conducted an impression evaluation experiment using 16 images of anthropomorphic product designs with 60 Japanese and 70 Thai participants, employing the semantic differential (SD) method to assess this. As a result, preferences for anthropomorphism in Japan are divided, while they appear more ambiguous in Thailand. However, both Japanese and Thai participants emphasized the "overall evaluation of good design," valuing attributes such as "comfortable," "lovely," and "beautiful." Additionally, both groups preferred non-realistic anthropomorphic representations of the entire human body. Notably, products that evoke a sense of "solitude" are chosen in Thailand, whereas those that convey a sense of "simplicity" are favored in Japan. These results highlight the differences in preferences and impressions toward products with anthropomorphic elements between Japan and Thailand. This study's findings are expected to provide insights into effective anthropomorphic representations across diverse cultures.