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Kansei Engineering (KE) is a product design method that aims to develop products to meet users' emotional preferences. However, traditional KE faces the problem that the acquisition of Kansei factors does not represent the real consumers demands based on manual and reports, and using traditional methods to calculate relationship between Kansei factors and specific design elements, which can lead to the omission of key information. To address these problems, this study adopts text mining and backward propagation neural networks (BPNN) to propose a product form design method from a multi-objective optimization perspective. Firstly, Term Frequency-Inverse Document Frequency (TF-IDF) and WordNet are used to extract key user Kansei requirements from online review texts to obtain more accurate Kansei knowledge. Secondly, the BPNN is used to establish the non-linear relationship between product Kansei factors and specific design elements, and a preference mapping prediction model is constructed. Finally, BPNN is transformed into an iterative prediction value of non-dominated sorting genetic algorithm-II (NSGA-II), and the model is solved through multi-objective evolutionary algorithm (MOEA) to obtain the Pareto optimal solution set that satisfies the user's multiple emotional needs, and the fuzzy Delphi method is used to obtain the best product form design scheme that meets the user's multiple emotional images. Using the example of electric bicycle form design could show that this proposed method can effectively complete multi-objective product solutions innovation design. [ABSTRACT FROM AUTHOR]

Product designers need to fully understand consumers' emotional preferences and responses for product forms to improve products. However, users and designers have different understandings and concepts in the product evaluation process, which will lead to cognitive asymmetry in the product design and evaluating process. This phenomenon prevents designers to grasp users' needs, increasing the risk of product development failure. To this end, this paper proposes a product evaluation method that combines natural language processing techniques and fuzzy multi-criteria decision-making into a new integrated way to reduce the cognitive difference between users and designers, so as to solve the problem of cognitive asymmetry. This was done firstly by obtaining the review data of products from users on the Internet, based on a web crawler, and then constructing word vectors based on natural language processing techniques to realize the parametric expression of the Kansei image. Secondly, by using a statistical method to extract the product scheme that meets the preferences of users and designers, and then quantifying the relationship between the product form and Kansei image based on a grey relational analysis (GRA). Finally, by calculating the indicator weight based on the Entropy method and using the fuzzy TOPSIS method to explore the prioritization of the product design alternatives in view of the Kansei needs of users. Taking the smart capsule coffee machine as an example, the feasibility and effectiveness of this method are verified. In particular, the method proposed in this research can not only enable different cognitive subjects to achieve cognitive symmetry, but also filter out product forms that meet the cognitive needs of users. Moreover, this study provides a theoretical basis and practical significance for reducing the cognitive differences between cognitive subjects in the whole process of product design, and provides a systematic framework for the industry to effectively connect customer needs and product design decisions. At the same time, this study has introduced a new method for Kansei engineering. [ABSTRACT FROM AUTHOR]