Abstract: The relationship between the design elements of the product and the Kansei demands of the consumers cannot be accurately described by the qualitative analysis oriented products Kansei research. So the Kansei concepts model is presented in product design by quantitative analysis, which is used in the development of new products. In the model the design elements, such as form and color, are sorted into several levels. Based on sorting, the data from questionnaire are analyzed by cluster approach. Then the quantitative relationship between the design elements and the Kansei features of the similar consumers is obtained. The adaptive analysis is also carried through. As a result, the product design prototype which can meet the consumer Kansei demands is deduced. The model is validated by the example of the flat-panel TV design that meets the consumer Kansei demands.

Key words: Cluster arithmetic, Kansei, Product design