Affective Design


Professor Rosemary Seva
Industrial Engineering Department
De La Salle University
2401 Taft Avenue, 1004 Manila
Tel +632 524 4611
Fax +632 524 0563

Vice Chair
Dr. Takashi Toriizuka
Nihon University, Japan


Chin-Mei Chou

Rosemary Seva

Hazreen Haizi Binti Harith

Jazmin Tangsoc

Alma Maria Jennifer Gutierrez

Markus Hartono

Michiko Ohkura

Takashi Toriiduka

Sakol Teeravarunyou

Akihiro Iwazaki

Anirban Chowdhury


Sangwoo Bahn

Myung Hwan Yun

Contact Professor Rosemary Seva for more information or to join this Technical Committee


What is Affective Design?

The affective design concept emerged from the field of Human-Computer Interaction, and more specifically from the area of affective computing. The goal is to deliver affective user interfaces that are capable of eliciting certain emotional experiences from users. Affective design is concerned with subjective emotional relationships between users and products. Artefacts are designed to elicit optimum physio-psychological pleasure in users through their senses. Affective design explores affective properties of products and how these physical attributes may be communicated through emotional intent (citarasa) and psychological feelings (kansei).

Why did we start the Affective Design TC?

Affective design of products and systems is now a promising and dynamic field of research and application in human factors engineering, HCI, product design, computer science and engineering design. Several thematic conferences and dedicated workshops have been organized globally, such as Affective Human Factors Design (2001), Emotions and Design (2003, 2008), Emotional Design (2004), and KEER (2010). Publications on Affective Design have also appeared in journals such as Theoretical Issues in Ergonomics Science, Applied Ergonomics, and Research in Engineering Design, besides books authored by various human factors professionals, product designers, engineers, and computer scientists.
Given the growing global and multi-disciplinary interests, there is a need for the international ergonomics community to integrate the many threads of interdisciplinary issues underlying this domain, from theories, methods to application. The Affective Design Technical Committee (TC) has the goal to develop, synergize and promote the field of research and application through collaborative initiatives between researchers and practitioners.

What are our Objectives?

  • To document and develop theories and methods in Affective Design for design purposes;
  • To integrate research and practices in design of affective user interfaces;
  • To participate and/or organize collaborative events for researchers and practitioners in academia and industry to share solutions;
  • To publish works in the form of practical solutions for application in different domains from consumer goods to medical equipment.

How is it Implemented ?

Conference participation
The TC has organized special sessions at major events such as WWCS 2006, IEEM 2008, IEA 2009, KEER2010. This activity will continue to expand in future. At the IEA 2009 Congress in Beijing, about 30 papers were presented in 4 scientific sessions and two panels. There were also joint sessions with other TC/Tracks such as Ergonomics in Product Design, and Visual Displays. At IEA2012, there is a plan to organize joint sessions with the Aging TC and other technical committees.

The TC collaborated with the Product Design TC in organizing joint meetings, including the triennial meeting. There is a need to complement each other in research and development as well.
In addition, the TC has initiated collaborations with the Design & Emotion Society. Support was also given to the KEER 2010 conference.

Research and Application
The TC will identify niche areas for research investigation that can impact design methodologies and policies. TC members can also participate in the Ergonomics Quality in Product Design (EQUID) initiatives, in determining how affective design methodologies may be integrated into EQUID processes. A special session to address such issues will be held at ODAM2011 in South Africa.

How to join and who to contact ?

Presently, membership is free. We welcome new members. To join, email the Chair/Co-Chair of the committee.