Having an accurate understanding of the individual’s Kansei needs and afterwards designing products that match these needs are particularly important in the era of mass personalisation. Although customers’ Kansei needs have been addressed by Kansei engineering, difficulties remain in handling the differences of individual Kansei. In this paper, individual Kansei variance is considered to transform the Kansei words into multisensory design elements, to help designers better understand the individual's Kansei needs. First, a fuzzy cognitive model is proposed to identify the individual Kansei differences in Kansei words by taking customers’ characteristics and purchasing motives into consideration. Second, a fuzzy cognitive model-based mapping method is proposed to interpret Kansei words into multisensory design elements. The method incorporates a fuzzy clustering method and basic-emotion systems to identify Kansei variance and to determine design elements’ membership of Kansei words dynamically. Finally, the prototype application of the proposed method on a compact SUV is illustrated. The results suggest that individual differences in Kansei terms do exist among customers in the same market segment, and the proposed method has good feasibility and practicability in handling individual Kansei differences in emotional design. Those Kansei dimensions that are more prominent in individual Kansei variance are highly recommended for further digging, which would benefit carrying out personalised customisation and differentiated design.

在大众化个性化时代，准确了解个人的感性需求并随后设计满足这些需求的产品尤为重要。尽管Kansei工程解决了客户的Kansei需求，但是在处理各个Kansei的差异方面仍然存在困难。在本文中，考虑了个人Kansei方差，将Kansei单词转换为多感官设计元素，以帮助设计人员更好地了解个人的Kansei需求。首先，提出了一种模糊认知模型，通过考虑顾客的特征和购买动机来识别关西单词中的各个关西差异。其次，提出了一种基于模糊认知模型的映射方法，将感性词解释为多感觉设计元素。该方法结合了模糊聚类方法和基本情感系统，以识别看音差异并动态确定设计元素对看音单词的隶属度。最后，说明了该方法在紧凑型SUV上的原型应用。结果表明，同一市场细分中的客户之间确实存在关西方面的个体差异，并且该方法在处理情感设计中的关西个体差异方面具有良好的可行性和实用性。强烈建议在各个Kansei方差中更突出的Kansei维度进行进一步挖掘，这将有利于进行个性化定制和差异化设计。