5. Develop and implement design rules (Kansei: Shape, Color, Texture)

Once the data has been analyzed, it is necessary to establish a relationship between consumer perception according to Kansei characteristics (semantic, sensory, emotional – SSE) and product attributes (shape, color, texture). Depending on the need, rules can be established holistically or separately for each attribute. If the analysis is carried out separately for each attribute, it is necessary to neutralize the effect of the other attributes during the analysis. For example, to perform an analysis on the shape attribute, it's best to use shades of gray and a scale that emphasizes shape more than texture. In general, brand references such as logos are also neutralized, so that the evaluation focuses precisely on the product.