Abstract: The Artificial Neural Networks (ANN) are more widely used in the New Product Development (NPD) process in recent years. The product data generation process is a prerequisite for the application of the ANN algorithm. In the development of new products, the Kansei Engineering (KE) method is an effective emotion-based data generation method. The Semantic Difference (SD) method is usually used to obtain data to apply to design idea generation. Facing the data demand of product creativity, it is important to establish the relationship between consumer perception and product expression. Numerical relationships are not linear and several methods are required for solving these problems. The method of the Back Propagation (BP) neural network is simple and effective to be used in this case. This paper proposes an innovative data modeling method using digital coding and KE. This model explores a rational design method of perceptual intention and builds an intelligent model. Compared with traditional method, the modified model can quickly and accurately reflect the users’ perceptual needs, make the design more scientific, improve the design efficiency, and reduce design costs. This method is used in the design of electric welding machines, and this process can effectively provide technical support for NPD process in small and medium-sized enterprises.
Keywords: New product development, KE, semantic difference, ANN, BP
