Kansei engineering (Japanese: 感性工学 "kansei kougaku", emotional or affective engineering) aims at the development or improvement of products and services by translating the customer's psychological feelings and needs into the domain of product design (i.e. parameters). It was founded by Mitsuo Nagamachi, Professor Emeritus of Hiroshima University (also former Dean of Hiroshima International University and CEO of International Kansei Design Institute). Kansei engineering parametrically links the customer's emotional responses (i.e. physical and psychological) to the properties and characteristics of a product or service. In consequence, products can be designed to bring forward the intended feeling.