This study proposes a new framework for creating semantic value in products and services by integrating a scientific understanding of human recognition and emotion into the design process. A case study on product sound quality design demonstrates that existing artifacts can be reinterpreted through new contexts, enabling the generation of innovative meanings—a process referred to as “innovation of meanings.” Human recognition is mathematically modeled using Bayesian brain theory, which reveals that recognized meanings are influenced by both observations and contextual factors. Furthermore, emotional mechanics are formulated within a Bayesian framework, allowing the quantitative evaluation of receptivity to new meanings through information gain and optimal levels of surprise. These elements are shown to play a crucial role in eliciting positive emotional responses. Looking ahead, this work aims to apply these findings to develop design methodologies that promote curiosity, exploration, and acceptance of new ideas. Ultimately, the goal is to establish a design thinking approach that supports the creation of products and services with enriched semantic and affective value.
Hideyoshi YANAGISAWA (Wed,) studied this question.