# Product Styling Cognition Based on Kansei Engineering Theory and Implicit Measurement
## 1 Introduction
Thus, traditional approaches to product styling design can capture only conscious, explicit behaviors and cannot explore the nuances of unconscious cognitive processing. Consequently, traditional approaches also falter in discerning disparities between users' cognition and action. This study resolves the limitations of explicit measurements by using eye tracking and EEG implicit measurements. Implicit measurements capture psychological attributes without necessitating self-reporting, instead tapping into subconscious pathways [13]. [PERSON] et al. systematically summarized physiological measurements such as skin conductance, EEG, heart rate, pupillometry, and respiratory rate, pointing out the expansive potential the physiological methods hold, especially in the domain of user engagement [14]. [PERSON] et al. posited that physiological and neuroscientific techniques can advance consumer research by providing insights into subconscious mechanisms [15]. These techniques can help researchers understand the mechanisms of consumer behavior. [PERSON] et al. used the event-related potentials (ERPs) of EEG signals to explore users' preferences for smartphones [16]. Although some studies have utilized either EEG or eye tracking singularly to investigate product design, only a sparse number have combined these two approaches to explore product styling design [17; 18]. [PERSON] [19] posited that quantifying neural mechanisms through EEG signals has gained traction in EEG research. The integration of EEG with other biomonitoring techniques, such as eye tracking, can facilitate multi-indicator detection. Eye-tracking signals are behavioral data captured when a user is exposed to stimulation. [PERSON] et al. [20] used the eye-tracking technique to study chair design. [PERSON] and [PERSON] [21] demonstrated that eye tracking could be applied to research in Kansei engineering. [PERSON] et al. [22] indicated that the current evaluation methods for medical beds are subjective, emphasizing the need for objective tools. Merging EEG's neural insights with eye tracking's behavioral outputs can facilitate a deeper understanding of users' emotional needs in product styling cognition. Studying the cognitive mechanisms of product styling from the perspective of implicit measurements is crucial for innovative product design. Previous studies have applied eye-tracking and EEG techniques to research areas such as emotion recognition, attention monitoring, and usability evaluation. However, few studies have combined EEG and eye-tracking methodologies to investigate product styling cognition. From the subjective and objective perspectives, consumers' product styling evaluation can be categorized into subjective evaluation, objective evaluation, and combined subjective-objective assessment. The subjective evaluation method provides a score based on the participant's comprehension of product styling, inherently possessing subjective biases and limitations [23]. Considering the convenience of obtaining subjective evaluation data, approximately 80% of product designs based on Kansei engineering employ the subjective evaluation method. Future product design research is likely to pivot towards objective and subjective-objective evaluations, paving the way for intelligent design methodologies. EEG and eye-movement measurements offer objective metrics, presenting a more accurate and scientifically grounded alternative to subjective measurements. Therefore, this study utilizes implicit measurement methods to investigate users' subconscious cognitive processes in product styling design. The primary goals of this research are as follows:  
1. To understand the dynamics of product styling cognition based on Kansei engineering and implicit measurements. 2. To elucidate the product styling cognition process employing EEG and eye-movement metrics. 3. To discern the disparities in EEG data across product styling evaluation and perception phases and delineate suitable experimental stages for styling cognition research. 4.