This study explored the relationships between drivers and HUD presentation image designs using Kansei engineering. Kansei words were associated with physical design elements. Initially, existing HUD presentation images were collected. Next, major design elements were extracted from the images. Then, new images were generated, based upon the major design elements. A questionnaire and user experiment was conducted. Finally, the results were analyzed using factor analysis. Thirty-six pairs of Kansei words were reduced and grouped into 5 groups of Kansei words. The final 5 groups of Kansei words can be used to clearly describe the HUD presentation images. The method can be used as a reference for future HUD image design tasks.

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