Using the Kansei Engineering Technique in the Comparative Study of the Emotional Influences of Designs of the Superior Gold and Jewelry Brands on Iranian Female Students; (Case study: 2017 Designs of Tiffany & Co and Cartier Brands and Cartier Brands)

Today designing is one of the most important reasons for success and differentiation of a gold and jewelry brand. With due regard to the significance of designing, and also utilizing the experiences of better brands in this specified zone, the designing created in 2017 by Tiffany & Co and Cartier and certain with their eye-catching characteristics, and at the same time different from one another, were chosen to be studied. This research aims at comparative examining of emotional influences of the designing of these two brands on Iranian female students, in such a way that in addition to studying the visual characteristics, the qualitative concepts of designs and the personality of designing the above brands, and the impression of these two collections on the feeling the addressee have been analyzed. The present research is seeking to answer the questions that the designing, of Tiffany & Co and Cartier in 2017 in which aspects have had significant differences and what concepts and sensation, have they provoked in Iranian female students and how have they transferred such sensational impressions via designing?In this regard, by utilizing Kansei engineering method and electing 24 measurement spouses who express different feelings and characteristics in connection with the designing of gold and jewelry, the structure and contents of the question are performed after the differentiation semantic, and was distributed among 100 female art students with an age average of 18 to 30. The findings showed that the personality of the designing of Tiffany & Co brand in 2017 has been popular to the youth, up to date, progressive, and at the same time, unreliable, in contrast; the designing of Cartier have a classic, past-oriented and somehow traditional but at the same time genteel and reliable.