D. Harris (Ed.): Engin. Psychol. and Cog. Ergonomics, HCII 2007, LNAI 4562, pp. 32–41, 2007. © Springer-Verlag Berlin Heidelberg 2007 Symbiosis: Creativity with Affective Response Ming-Luen Chang and Ji-Hyun Lee Graduate School of Computational Design, National Yunlin University of Science & Technology, 123 Section 3, University Road, Douliou, Yunlin 64002, Taiwan, R.O.C {g9434703, jihyun}@yuntech.edu.tw Abstract. The objective of this research is to present the symbiosis concept that integrates creativity and the recent research issues in affective response to products shapes. The major idea behind this study is systematically using affective response and design axiomatic in rational way through creativity approach that support on creativity stimulation for current highly competitive market. The practicality of the proposed methodology involved affective response measurable system that based on Semantic Differential (SD) method and interrelated computational regulation, creativity approach that based on Sensuous Association Method (SAM) and Creativity-Based Design Process (CBDP), and integrated mechanism using Axiomatic Design (AD) method. Keywords: Affective Response, Creativity Approach, Axiomatic Design Method. 1 Introduction In the highly competitive market, the customer-oriented creativity has become a great concern of most companies [3, 6, 13, 19] as shown in Fig. 1. How to conduct customers’ affection into the process of product shape manipulation is a new trend and strategy, which called “Form follows Affection”. Fig. 1. Diagram of the customer-oriented New Product Design (NPD) process concept Affective response is said to be a common customers’ psychological response to the perceptual design details of the product [7, 15]. When customers contact with a specific product, the shape can evoke specific affection. A growing number of