• H. Sihombing
  • M.M.H. Megat Ahmad
  • M.Y. Yuhazri
  • S. Rusman Department of Mechanical Engineering, Sekolah Tinggi Teknologi Mandala, INDONESIA
Keywords: Kansei Engineering, Cognitive Alert Style, Product Design


Based on the philosophy of customer's preferences, today’s market ultimately require an approach on how to fulfill the consumers' psychological needs. In this study, the investigation to the emotional expression and feelings against the design product were by utilizing Crane's Cognitive Alert Style and Kansei Engineering towards 8 pen designs proposed to 193 respondents. The results shows that the pen design no.4 (click-clip-grip) is the most preferable design (13.8%), while the most emotional feeling of product is 'Miserable~Comfortable'(MC) (17.3%). The pen design installed with grip increase the expression of product based on Slippery~Firm (SF) and Irritating~Convenience (IC), especially to peoples who were having ‘Very consistent’ characteristics. While, ‘cup-grip’ to peoples who were ‘Follow what I know’ characteristics. In conclusion, Crane's Cognitive Alert Style is having significant correlations to the product design, while the emotional expression towards the products design showed the characteristics’ of customers itself.


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Author Biography

S. Rusman, Department of Mechanical Engineering, Sekolah Tinggi Teknologi Mandala, INDONESIA

4Department of Mechanical Engineering,

Sekolah Tinggi Teknologi Mandala,

Bandung, 40275 Jawa Barat, Indonesia


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How to Cite
Sihombing, H., Megat Ahmad, M., Yuhazri, M., & Rusman, S. (2020). THE DESIGN OF PRODUCT IDENTIFIED TOWARDS THE COGNITIVE STYLES. Journal of Advanced Manufacturing Technology (JAMT), 14(1). Retrieved from