International Journal of Affective Engineering Vol.16 No.3 pp.

165-171 (2017)
doi: 10.5057/ijae.IJAE-D-16-00041

ORIGINAL ARTICLE

Impressions of Robot Design in Japanese Anime Series

“Mobile Suit Gundam”
– A Study using Plastic Models –

Naoto HAYASHI and Masashi YAMADA

Graduate School of Engineering, Kanazawa Institute of Technology,
7-1 Ohgigaoka, Nonoichi, Ishikawa 921-8501, Japan

Abstract: This study focused on the impressions of robot design in the Japanese robot anime series, “Mobile Suit Gundam”.
In Experiment 1, the impressions of robot design were measured using semantic differential method. Results of the factor analysis
showed that the impressions of the robot design were illustrated by a three dimensional space, which was spanned by ‘Massiveness,’
‘Coolness’ and ‘Roundness.’ ‘Moe’ is one of the most important keywords in robot design. The results of a multiple-regression analysis
showed that Moe was felt deeply for a massive, cool and box-shaped robot. In Experiment 2, the differences between robots of scale
models and super-deformed models were investigated. The results showed that the scale models were designed to be cool and the
super-deformed models were designed to be cute.
Keywords: Gundam, Moe, Anime, Robot design, Semantic differential method

robots. In these stories, the virtuous characters win in the

1. INTRODUCTION end, like conventional robot anime. In the present study,
the differences of the impressions of robot design between
In recent years, Japanese animated movies (anime), the Universal Century and the Another Gundam series
video games and cartoons have been called “Cool Japan” were investigated.
contents and have been exported overseas. Among these For robot anime, ‘Moe’ is one of the most important
contents, “Mobile suits Gundam” series, which has succes- keywords. Moe is written as a Chinese-Japanese character
sively been produced for over 30 years, has represented which implies burning, and is used in the case when one is
Japanese anime. In addition to the anime, Gundam series excited by an artificial metal robot. Sometimes the same
contents have been made into various products, e.g., plastic pronunciation of ‘Moe’ is used for the different idea of
models, character goods, and video games [1]. In 2014, cuteness or ‘kawaii’ in Cool Japan contents. However, for
cumulative sales of Gundam related contents reached 800 this case Moe is written with a Chinese-Japanese character
million dollars [2]. Among these contents, plastic models which implies sprouting of plants. In the present study,
of the robots which appeared in the series, called “Gun-pla” the relationship between the Moe, which represented
robots, are very popular in Japan. The popularity of the excited feelings, and the impressions of robot design were
Gundam series may deeply correlate with the design of the investigated.
robots, which have appeared in the contents. Therefore, the Usual Gun-pla robots, which possess the same propor-
correlation between the robot design and impressions of tion of the body parts of the robots which appeared
the robots which appeared in the Gundam series were in the anime, are called “scale (SC) models.” As well
clarified, using Gun-pla robots. as SC models, “Super-deformed (SD) models” which
The Gundam series is divided into two groups by the possess proportionally small bodies to the heads are
characteristics of the stories. One is the “Universal also popular [4]. In the present study, the effects of the
Century” series and the other is the “Another Gundam” deformation were also clarified.
series. The Universal Century series expresses compli-
cated human emotions. In these stories, young characters 2. EXPERIMENT 1
struggle to find why they are fighting and become adults
through their struggles. Each story in the Universal 2.1 Methods
Century series is set on the same timeline of the world [3]. There were 52 robots driven by the protagonists and
In the Another Gundam series, virtuous and vicious antagonists in the Gundam anime series. In Experiment 1,
characters are clearly separated and they battle with their all of the SC model Gun-pla of the 52 robots were used as

Received: 2016.09.14 / Accepted: 2017.01.16 Copyright © 2017 Japan Society of Kansei Engineering.
J-STAGE Advance Published Date: 2017.03.28 All Rights Reserved.
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stimuli. The stimuli were listed in Table 1. The pictures of Then, the participants rated their impressions of the robot
the robots can be seen via the Bandai internet site [5]. using 22 semantic differential scales listed in Table 2 [6, 7].
Viewing all anime videos of Gundam series, whether a The scales were bipolar seven-step scales, e.g., ‘very
robot was driven by a protagonist or antagonist was powerless,’ ‘fairly powerless,’ ‘slightly powerless,’ …,
checked. ‘very powerful.’ The scales appeared on a response sheet
Twelve students from the Kanazawa Institute of Technology in a random order for each combination of participants
participated in the experiment. They included eight males and stimuli. The participants also rated the degree of Moe
and four females, and they ranged from 20 to 23 years old. using a seven-step scale. In order to check the familiarity
The participants sat on a chair and were requested to look for the robots, the participants used check sheets to mark
at each Gun-pla robot placed on a table, then they were the name of each robot and anime story where the robot
allowed to hold it in their hands freely for three minutes. appeared. If they did not know, they checked the ‘unknown’

Table 1: Gun-pla robots used in Experiment 1

In the Pilot column, P shows Protagonists and A shows Antagonists.
Robot Name Title of Anime Story Release Year Series Pilot Model
Gundam MOBILE SUIT GUNDAM 1979 Universal P SC
ZAKU II MOBILE SUIT GUNDAM 1979 Universal A SC
ZEONG MOBILE SUIT GUNDAM 1979 Universal A SC
Gundam Mk-II MOBILE SUIT Z GUNDAM 1985 Universal P SC
THE-O MOBILE SUIT Z GUNDAM 1985 Universal A SC
ZETA GUNDAM MOBILE SUIT Z GUNDAM 1985 Universal P SC
Double Zeta Gundam MOBILE SUIT GUNDAM ZZ 1986 Universal P SC
QUBELEY MOBILE SUIT GUNDAM ZZ 1986 Universal A SC
ν-GUNDAM MOBILE SUIT GUNDAM Char’s Counterattack 1988 Universal P SC
SAZABI MOBILE SUIT GUNDAM Char’s Counterattack 1988 Universal A SC
Gundam NT-1 MOBILE SUIT GUNDAM 0080 War in the Pocket 1989 Universal P SC
Gundam NT-1(FA) MOBILE SUIT GUNDAM 0080 War in the Pocket 1989 Universal P SC
ZAKU IIFZ MOBILE SUIT GUNDAM 0080 War in the Pocket 1989 Universal A SC
Gundam GP01Fb MOBILE SUIT GUNDAM0083 STARDUST MEMORY 1991 Universal P SC
Gundam GP02A MOBILE SUIT GUNDAM0083 STARDUST MEMORY 1991 Universal A SC
Gundam F91 MOBILE SUIT GUNDAM Formula 91 1991 Universal P SC
VICTORY GUNDAM MOBILE SUIT VICTORY GUNDAM 1993 Universal P SC
Gundam Ez8 MOBILE SUIT GUNDAM The 08th MS Team 1996 Universal P SC
Gouf Custom MOBILE SUIT GUNDAM The 08th MS Team 1996 Universal A SC
Unicorn Gundam (UNICORN MODE) MOBILE SUIT GUNDAM UNICORN 2010 Universal P SC
Unicorn Gundam (DESTROY MODE) MOBILE SUIT GUNDAM UNICORN 2010 Universal P SC
Sinanju MOBILE SUIT GUNDAM UNICORN 2010 Universal A SC
SHINING GUNDAM MOBILE FIGHTER G GUNDAM 1994 Another P SC
MASTER GUNDAM MOBILE FIGHTER G GUNDAM 1994 Another A SC
GOD GUNDAM MOBILE FIGHTER G GUNDAM 1994 Another P SC
Gundam X After War Gundam X 1996 Another P SC
Gundam X Divider After War Gundam X 1996 Another P SC
Wing Gundam Gundam Wing: Endless Waltz 1997 Another P SC
Gundam Epyon Gundam Wing: Endless Waltz 1997 Another A SC
Wing Gundam ZERO Gundam Wing: Endless Waltz 1997 Another P SC
Turn A Gundam Turn A Gundam 1999 Another P SC
Aile Strike Gundam Mobile Suit Gundam SEED 2002 Another P SC
AEGIS Gundam Mobile Suit Gundam SEED 2002 Another A SC
FREEDOM Gundam Mobile Suit Gundam SEED 2002 Another P SC
JUSTICE Gundam Mobile Suit Gundam SEED 2002 Another A SC
FORCE IMPULSE Gundam MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SC
STRIKE FREEDOM GUNDAM MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SC
DESTINY GUNDAM MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SC
Gundam Exia Mobile Suit Gundam 00 2007 Another P SC
Graham’s UNION FLAG CUSTOM Mobile Suit Gundam 00 2007 Another A SC
00 Raiser Moblie Suit Gundam 00 SECOND SEASON 2008 Another P SC
SUSANOWO Moblie Suit Gundam 00 SECOND SEASON 2008 Another A SC
00 QAN[T] Moblie Suit Gundam 00 -A wakening of the Trailblazer- 2010 Another P SC
Brave Commander Test Type Moblie Suit Gundam 00 -A wakening of the Trailblazer- 2010 Another A SC
AGE-1 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SC
ZEDAS MOBILE SUIT GUNDAM AGE 2011 Another A SC
AGE-2 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SC
Zeydra MOBILE SUIT GUNDAM AGE 2011 Another A SC
AGE-3 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SC
GHIRARGA MOBILE SUIT GUNDAM AGE 2011 Another A SC
GUNDAM AGE-FX MOBILE SUIT GUNDAM AGE 2011 Another P SC
GUNDAM LEGILIS MOBILE SUIT GUNDAM AGE 2011 Another A SC

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Impressions of Robot Design in Japanese Anime Series “Mobile Suit Gundam”

Table 2: Semantic differential scales and their factor loadings familiarity: 4%). Moreover, these cases did not show
in Experiment 1 systematic tendency. Therefore, in the next stage of the
Factor analysis, the rated scores were averaged over the all
SD scales
Massiveness Coolness Roundness
participants and the obtained mean values were used
Static - Dynamic 0.887 0.160 -0.158
Fragile - Tough 0.927 0.087 -0.273 for factor analysis with the principal factor method and
Small - Massive 0.940 -0.118 -0.239 varimax rotation [8]. Table 2 shows the resulting factor
Thin - Thick 0.958 0.073 -0.109 loadings. The results of the analysis showed that the three-
Light - Heavy 0.935 0.125 -0.208
factor solution accounted for 78% of the data variance.
Slow - Fast -0.815 0.272 0.113
Dull - Sharp -0.704 0.215 -0.486 The three factors are labeled ‘massiveness,’ ‘coolness’ and
Cheap - Expensive -0.038 0.869 0.297 ‘roundness’ respectively, after the scales which show large
Weak - Strong -0.133 0.790 -0.287 absolute values in the loadings for these factors.
Powerless - Powerful 0.327 0.882 0.164
Simple - Vivid -0.103 0.742 0.417
Two-way ANOVAs were performed to reveal the effects
Boring - Exciting -0.073 0.806 0.435 of the attribute of the pilots (protagonists/antagonists) and
Clunky - Cool 0.300 0.921 -0.005 the series (Universal Century/Another Gundam) on the
Box-shaped - Round 0.036 0.152 0.859
robot design. The results showed that the effect of the
Soft - Hard 0.431 0.046 -0.758
Real - Unreal -0.324 0.325 0.708 attribute of the pilots was significant on the massiveness
Inorganic - Organic -0.071 0.170 0.780 (F(1, 48) = 15.8, p < .05), and roundness (F(1, 48) = 11.2,
Crude - Fine -0.492 0.653 0.158 p < .05), respectively. To confirm the differences between
Ugly - Beautiful -0.432 0.589 0.267
the protagonists and antagonists, t-tests were performed.
Masculine - Feminine -0.478 0.063 0.547
Old-fashioned - Stylish -0.695 0.354 0.512 The results of the t-tests showed that the robots driven by
Futuristic - Traditional 0.280 -0.329 -0.647 the antagonists were rounder than the robots driven by
protagonists (t(50) = -3.4, p < .05). On the massiveness and
box. The stimuli were presented in a random order for coolness, there were no significant differences between
each participant. The experiment was performed in a dark the protagonists and antagonists (massiveness: t(50) = -1.9,
room with an artificial sun lamp. p > .05, coolness: t(50) = -0.32, p > .05). The results of the
two-way ANOVAs showed the effects of the series were
2.2 Results and discussion significant on the massiveness (F(1, 48) = 47.3, p < .05).
Numbers -3 to 3 were given for each of the seven On the roundness, it was shown a significant trend of the
categories on the semantic differential scales. effect (F(1, 48) = 4.0, p = 0.52).
In the first stage of the analysis, t-tests were performed Figure 1 shows each stimulus with its factor scores on
to check the differences between male and female partici- the three-dimensional space spanned by massiveness,
pants on the rating. There were 1,196 combinations coolness and roundness. In Figure 1, triangle symbols
between the 52 stimuli and the 23 scales (22 semantic indicate the robots for the Universal Century series, and
differential scales and degree of Moe). The results of the circle symbols indicate the Another Gundam series.
t-tests showed that 35 combinations indicated significant Figure 1 shows that the impressions of robots are quite
differences between males and females, in the significance different between the Universal Century and the Another
level of p < .05. Gundam series. In fact, the results of t-tests showed that
Then, the twelve participants were divided into familiar the robots for the Another Gundam series are significantly
and unfamiliar groups for the Gundam robots. For each lighter and rounder than for the Universal century series
stimulus, a case where both the robot name and the anime (massiveness: t(50) = 5.2, p < .05), (roundness: t(50) = -2.1,
story were marked correctly was regarded as a correct p < .05). These results may imply that the robots in the
response. Five participants, who responded correctly for Universal Century series were designed to represent
more than 70 % of the stimuli, were defied as familiar suffering of the heroes from the struggle in massive and
participants, and the others were defined as unfamiliar box-shaped bodies of the robots (e.g., Gundam GP02A [9],
participants. The results of t-tests showed that 48 combi- Gouf Custom [10]). For the Another Gundam series, the
nations out of the 1,196 combinations of the stimuli and robots may be designed with light and smooth bodies for
scales indicated significant differences, in the significance coolness (e.g., Zeydra [11], GHIRARGA [12]).
level of p < .05. A multiple-regression analysis was applied, using factor
As shown above, significant differences were rarely scores of ‘massiveness,’ ‘coolness’ and ‘roundness’ as
observed both for gender and familiarity (gender: 3%, explanation variables, and the degree of ‘Moe’ as an

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On the other hand, the effects were significant for

the Another Gundam series (massiveness: F(2, 27) = 5.6,
p < .05), (coolness: F(2, 16.0) = 4.6, p < .05), (roundness:
F(2, 14.5) = 7.3, p < .05). Results of multiple comparison
tests showed that the robots were more massive in the 90s
than in the 00s (p < .05) and in 10s (p < .05). The robots
in 00s were more massive than 10s (p < .05). The results
also showed that the robots in 00s were cooler than in 10s,
and the robots in 10s were rounder than 90s and 00s
(p < .05). The results shown above suggested that the robot
design in the Another Gundam series tended to get less
massive and less cool as time goes by.

(a) Massiveness – Coolness plane 3. EXPERIMENT 2

3.1 Methods
There were 32 scale (SC) models driven by protagonists
in Table 1. Except for “Gundam NT-1(FA)” and “Gundam
X Driver”, there were 30 super-deformed (SD) models
sold as Gun-pla. In Experiment 2, both the SC and SD
models of the 30 robots were used as stimuli to reveal the
effect of the deformation. All of the robots were driven by
protagonists in the Gundam series. The stimuli used in
Experiment 2 was shown in Table 3.
Fifteen students from the Kanazawa Institute of Technology
participated in Experiment 2. They included eleven males
and four females, and they ranged from 20 to 23 years old.
The participants were requested to rate their impressions
(b) Massiveness – Roundness plane of each robot, using 24 seven-step bipolar scales listed
Figure 1: Impressions of Gun-pla robots for the Universal in Table 4. The set of the semantic differential scales
Century series and the Another Gundam series was partly changed from the set of the scales used in
Experiment 1, because the stimuli in Experiment 2
objective variable. The results showed that the coefficient included more pretty, fat and small robots than in
of determination, R2 was larger than 0.7. The resulting Experiment 1.
regression line is shown as a vector in Fig. 1. The results The other experimental methods were the same as in
show that Moe was felt deeply for a massive, cool and Experiment 1.
box-shaped robot. In fact, a massive, cool and box-shaped
robot, “Sinanju” [13] showed the largest degree of ‘Moe.’ 3.2 Results and discussion
The release years were divided into four groups of The 15 participants were divided into familiar and
decades, 70s, 80s, 90s, 00s, and 10s. To clarify the differ- unfamiliar groups for the Gundam robots. For each
ences in robot design among the different decades, stimulus, a case where both the robot name and the anime
one-way ANOVAs were performed. The results showed story were marked correctly was regarded as a correct
that there were no significant effects of the decades on the response. Ten participants, who responded correctly for
robot design for the Universal Century series (massiveness: more than 70 % of the stimuli, were defied as familiar
F(3, 18) = 2.1, p > .05), (coolness: F(3, 18) = 2.5, p > .05), participants, and the others were defined as unfamiliar
(roundness: F(3, 18) = 0.4, p > .05). The consistency in participants. To test the effect of the gender and familiarity,
the robot design for the Universal Century series was t-tests were performed. The results showed that only 2 %
reasonable because the stories in the Universal Century of the combinations of stimuli and scales indicated
series were set on the same time line of the world and significant differences between male and female partici-
consistently expressed complicated human emotions. pants, and only 4 % of the combination indicated the

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Impressions of Robot Design in Japanese Anime Series “Mobile Suit Gundam”

significant differences between familiar and unfamiliar for factor analysis with the principal factor method
participants for the Gundam robots, In the significance and varimax rotation. Table 4 shows the resulting factor
level of p < .05. Moreover, these cases did not show loadings. The three factors are labeled ‘coolness,’
systematic tendency. ‘massiveness’ and ‘vividness,’ respectively, after the
Then, the rated scores were averaged over the all scales which show large absolute values in the loadings
participants and the obtained mean values were used for these factors.

Table 3: Gun-pla robots used in Experiment 2

Robot Name Title of Anime Story Release Year Series Pilot Model
Gundam MOBILE SUIT GUNDAM 1979 Universal P SC
Gundam Mk-II MOBILE SUIT Ζ GUNDAM 1985 Universal P SC
ZETA GUNDAM MOBILE SUIT Ζ GUNDAM 1985 Universal P SC
Double Zeta Gundam MOBILE SUIT GUNDAM ZZ 1986 Universal P SC
ν-GUNDAM MOBILE SUIT GUNDAM Char's Counterattack 1988 Universal P SC
Gundam NT-1 MOBILE SUIT GUNDAM 0080 War in the Pocket 1989 Universal P SC
Gundam GP01Fb MOBILE SUIT GUNDAM0083 STARDUST MEMORY 1991 Universal P SC
Gundam F91 MOBILE SUIT GUNDAM Formula 91 1991 Universal P SC
VICTORY GUNDAM MOBILE SUIT VICTORY GUNDAM 1993 Universal P SC
Gundam Ez8 MOBILE SUIT GUNDAM The 08th MS Team 1996 Universal P SC
Unicorn Gundam (UNICORN MODE) MOBILE SUIT GUNDAM UNICORN 2010 Universal P SC
Unicorn Gundam (DESTROY MODE) MOBILE SUIT GUNDAM UNICORN 2010 Universal P SC
SHINING GUNDAM MOBILE FIGHTER G GUNDAM 1994 Another P SC
GOD GUNDAM MOBILE FIGHTER G GUNDAM 1994 Another P SC
Gundam X After War Gundam X 1996 Another P SC
Wing Gundam Gundam Wing: Endless Waltz 1997 Another P SC
Wing Gundam ZERO Gundam Wing: Endless Waltz 1997 Another P SC
Turn A Gundam Turn A Gundam 1999 Another P SC
Aile Strike Gundam Mobile Suit Gundam SEED 2002 Another P SC
FREEDOM Gundam Mobile Suit Gundam SEED 2002 Another P SC
FORCE IMPULSE Gundam MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SC
STRIKE FREEDOM GUNDAM MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SC
DESTINY GUNDAM MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SC
Gundam Exia Mobile Suit Gundam 00 2007 Another P SC
00 Raiser Moblie Suit Gundam 00 SECOND SEASON 2008 Another P SC
00 QAN[T] Moblie Suit Gundam 00 -A wakening of the Trailblazer- 2010 Another P SC
AGE-1 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SC
AGE-2 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SC
AGE-3 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SC
GUNDAM AGE-FX MOBILE SUIT GUNDAM AGE 2011 Another P SC
Gundam MOBILE SUIT GUNDAM 1979 Universal P SD
Gundam Mk-II MOBILE SUIT Ζ GUNDAM 1985 Universal P SD
ZETA GUNDAM MOBILE SUIT Ζ GUNDAM 1985 Universal P SD
Double Zeta Gundam MOBILE SUIT GUNDAM ΖΖ 1986 Universal P SD
ν-GUNDAM MOBILE SUIT GUNDAM Char's Counterattack 1988 Universal P SD
Gundam NT-1 MOBILE SUIT GUNDAM 0080 War in the Pocket 1989 Universal P SD
Gundam GP01Fb MOBILE SUIT GUNDAM0083 STARDUST MEMORY 1991 Universal P SD
Gundam F91 MOBILE SUIT GUNDAM Formula 91 1991 Universal P SD
VICTORY GUNDAM MOBILE SUIT VICTORY GUNDAM 1993 Universal P SD
Gundam Ez8 MOBILE SUIT GUNDAM The 08th MS Team 1996 Universal P SD
Unicorn Gundam (UNICORN MODE) MOBILE SUIT GUNDAM UNICORN 2010 Universal P SD
Unicorn Gundam (DESTROY MODE) MOBILE SUIT GUNDAM UNICORN 2010 Universal P SD
SHINING GUNDAM MOBILE FIGHTER G GUNDAM 1994 Another P SD
GOD GUNDAM MOBILE FIGHTER G GUNDAM 1994 Another P SD
Gundam X After War Gundam X 1996 Another P SD
Wing Gundam Gundam Wing: Endless Waltz 1997 Another P SD
Wing Gundam ZERO Gundam Wing: Endless Waltz 1997 Another P SD
Turn A Gundam Turn A Gundam 1999 Another P SD
Aile Strike Gundam Mobile Suit Gundam SEED 2002 Another P SD
FREEDOM Gundam Mobile Suit Gundam SEED 2002 Another P SD
FORCE IMPULSE Gundam MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SD
STRIKE FREEDOM GUNDAM MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SD
DESTINY GUNDAM MOBILE SUIT GUNDAM SEED DESTINY 2004 Another P SD
Gundam Exia Mobile Suit Gundam 00 2007 Another P SD
00 Raiser Moblie Suit Gundam 00 SECOND SEASON 2008 Another P SD
00 QAN[T] Moblie Suit Gundam 00 -A wakening of the Trailblazer- 2010 Another P SD
AGE-1 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SD
AGE-2 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SD
AGE-3 Normal MOBILE SUIT GUNDAM AGE 2011 Another P SD
GUNDAM AGE-FX MOBILE SUIT GUNDAM AGE 2011 Another P SD

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Table 4: Semantic differential scales and their factor loadings

in Experiment 2
Factor
SD scales
Coolness Massiveness Vividness
Crude - Fine 0.767 -0.471 0.314
Cheap - Expensive 0.832 -0.080 0.462
Clunky - Cool 0.861 -0.010 0.263
Dull - Sharp 0.805 -0.371 0.063
Weak - Strong 0.800 0.123 0.503
Unfamiliar - Familiar -0.755 0.081 -0.107
Coercive - Conciliatory -0.855 -0.211 -0.313
Scary - Cute -0.932 0.095 -0.003
Angular - Round 0.019 -0.704 0.140
Static - Dynamic 0.035 0.781 0.248
Fragile - Tough -0.104 0.939 -0.086
Small - Massive -0.206 0.883 -0.266
Thin - Thick -0.548 0.795 -0.003
(a) Coolness - Massiveness plane
Light - Heavy 0.077 0.936 -0.107
Simple - Vivid 0.419 0.001 0.879
Boring - Exciting 0.550 -0.042 0.805
Real - Unreal 0.109 -0.301 0.901
Traditional - Futuristic 0.118 -0.327 0.810
Ugly - Beautiful 0.657 -0.419 0.404
Loutish - Stylish 0.462 -0.665 0.483
Powerless - Powerful 0.681 0.184 0.655
Slow - Fast 0.487 -0.637 0.450
Soft - Hard 0.389 0.658 -0.205
Inorganic - Organic 0.164 -0.495 0.458

Figure 2 shows each stimulus using factor scores on

the three-dimensional space spanned by coolness,
massiveness and vividness. In Fig. 2, triangle symbols
indicate SC models (e.g., [14]) while circle symbols
indicate SD models (e.g., [15]). The results of t-tests (b) Coolness - Vividness plane
showed that SD models were more massive and less Figure 2: Impressions of scale (SC) models and
cool than SC models (massiveness: t(58) = 11.0, p < .05), super-deformed (SD) models
(coolness: t(50.3) = -2.1, p < .05). A multiple-regression
analysis was applied, using factor scores of ‘coolness,’ big body compared to the head. A baby is perceived as cute
‘massiveness’ and ‘vividness’ as explanation variables, or ‘kawaii’ and an adult is perceived as cool.
and the degree of ‘Moe’ as an objective variable. The The results suggest that the SC models are designed to
results showed that the coefficient of determination, R2 be perceived as cool using the same proportion of the
was larger than 0.8. The resulting regression line is shown body parts of the robots which appeared in the anime. On
as a vector in Fig. 2. The results show that Moe was felt the other hand, the SD models are designed to be perceived
for a cool robot of SC model. as cute, using baby-like bodies.
Factor loadings in Table 4 show that a negative direction
of the coolness dimension can be interpreted as cuteness. 4. CONCLUDION
Therefore the results in Fig. 2 show that the scale models
are designed as cool, and super-deformed models are In the present study, the impressions of robot design
designed as cute or ‘kawaii’ in Japanese. appearing in the Japanese robot anime series, “Mobile Suit
The largest difference between the design of a scale Gundam” were investigated using Gun-pla. Experiment 1
model and a super-deformed model is the ratio of the head clarified that the robots for the Universal century series
size to the body size. In general, the growth of human were designed with massive and box-shaped bodies. On the
beings and animals is deeply related to the proportion of other hand, the robots for the Another Gundam series were
the head size to the body size: A baby has a relatively small designed with light and smooth bodies. Moreover, Moe was
body compared to the head, and an adult has a relatively felt deeply for a massive, cool and box-shaped robot.

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Impressions of Robot Design in Japanese Anime Series “Mobile Suit Gundam”

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numbers of male and female participants, the numbers of [Accessed: November 2, 2016]. (in Japanese)
familiar and unfamiliar participants were not the same. 11. GUNDAM.INFO; HG 1/144 Zeydra. Available:
Therefore, Levene test was performed to check the http://www.gundam.info/product/904, [Accessed:
homoscedasticity before each F-test or t-test, in the present November 2, 2016]. (in Japanese)
study. 12. GUNDAM.INFO; HG 1/144 GHIRARGA. Available:
The numbers of participants were twelve and 15 in http://www.gundam.info/product/1080, [Accessed:
Experiment 1 and 2, respectively. The experimental scale November 2, 2016]. (in Japanese)
is decided by the numbers of stimuli and participants. 13. GUNDAM.INFO; HGUC 1/144 SHINANJU.
In the present study, cyclopedic usage of Gun-pla was Available: http://www.gundam.info/product/551,
prior to the number of participants. There were rare cases [Accessed: November 2, 2016]. (in Japanese)
where the perception for the robot design was different for 14. GUNDAM.INFO; HGUC 1/144 RX-78-2 Gundam.
different attribute of the participants (gender or familiarity). Available: http://www.gundam.info/product/2456,
The correlation between the attributes and the perception [Accessed: November 2, 2016]. (in Japanese)
has to be clarified using large number of participants. 15. GUNDAM.INFO; SD Gundam BB Fighter No.329
RX-78-2 Gundam (Animation Color); Available:
http://www.gundam.info/product/2194, [Accessed:
REFERENCES November 2, 2016]. (in Japanese)
1. Japanese Ministry of Economy; Business Report of
Strategy Promotion of Cool Japan, pp.60-113, 2012.
Available: http://www.meti.go.jp/policy/mono_info_
service/mono/creative/fy23_contents_report.pdf,
[Accessed: March 23, 2016]. (in Japanese)
Naoto HAYASHI (Member)
2. BANDAI NAMCO Holdings Inc.; Annual report,
Naoto Hayashi was born in Gifu in 1993. He
pp.18-20, 2015. Available: http://www.bandainamco. received B. E. from the Kanazawa Institute of
co.jp/ir/library/pdf/annual/j_2015_annual.pdf; Technology in 2016, and is currently a graduate
[Accessed: February 25, 2015]. (in Japanese) student in System Design Engineering, Kanazawa
Institute of Technology. His research interests
3. Gundam Wiki, Universal Century. Available: http://
include affective science and musical acoustics.
gundam.wikia.com/wiki/Universal_Century, He is a member of the Acoustical Society of Japan.
[Accessed: November 2, 2016].
4. Selection Committee of Moe Term; Moe Moe Yougo Masashi YAMADA (Member)
no Moe chishiki, Eagle Publishing, Tokyo, p.32, Masashi Yamada received his B. A. in Music
from the Osaka Univ. of Arts in 1982, and B. S. in
2005. (in Japanese)
Mathematics from the Osaka Pref. Univ. in 1985,
5. BANDAI NAMCO Group; Product information hg. and his M. Design and Ph. D. from the Kyushu
Available: http://www.bandai.co.jp/, [Accessed: Institute of Design in 1987 and 1998, respectively.
November 2, 2016]. (in Japanese) He worked for the Osaka Univ. of Arts from 1987 to
6. C. E. Osgood, G. J. Suci, and P. H. Tannenbaum; The 1994 as a Research Associate and an Assistant Professor. He joined the
Kanazawa Institute of Technology in 1994 as an Associate Professor and
measurement of meaning, University of Illinois Press,
is currently a Professor. The Acoustical Society of Japan awarded him
Illinois, p.955, 1957. the Awaya-Kiyoshi Prize in 1992, and also the Sato Paper Prize in 1999
7. C. E. Osgood, The nature and measurement of mean- and 2004, respectively. His research interests include affective science
ing, Psychological Bulletin, 49(3), pp.197-237, 1952. music acoustics, music psychology and entertainment engineering.

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