Subjective Similarity of Trademarks Evaluated by Human Kansei

Abstract

In this paper we are concerned with human subjective similarity between trademarks. We have been studying retrieval of similar trademarks in which human visual mentality is reflected. In our studies data on human subjective evaluation of similarity based upon kansei are obtained by questionnaire and the obtained human evaluation data are used for retrieval of similar trademarks. For questionnaires on similarity between figures paper is usually used but here computerized questionnaires are proposed and comparisons are made between the results obtained by computer-administrated questionnaires and those administrated in written form. We also defined “certainty of subjective similarity” using entropy, which represents the certainty of kansei information on similarity of figures and a comparison between questionnaires by different media is made by using it.