Kansei Kougaku (感性工学) – a design methodology that serves to elucidate the user’s emotional response into the realm, or sphere so to speak, of a product or commodity.  Founded by Hiroshima University Professor Mitsuo Nagamachi, the concept of Kansai Engineering, at surface level, allows us to link an individual’s physical and psychological reaction to the properties and essence of a product.  This theory has not only become a well-studied notion that can be applied to an almost endless amount of applications, but has also given us, as inherently unique individuals, an opportunity to view nearly everything man-made with a sincere empathy – whether we are conscious of it or not.