Chapter 1 Shuichi Fukuda, “From Product to Experience” -- Chapter 2 Shuichi Fukuda, “Grayscale: Its Emotional Significance” -- Chapter 3 Shuichi Fukuda,“Context-driven Engineering” -- Chapter 4 Takashi Maeno, “Four Factors of Happiness (Well-Being) Should be the Design Parameters of Service/Products” -- Chapter 5 Kazuhiro Ueda, “Cognitive Mechanism for Selecting New Products:A Cognitive Neuroscience Perspective” -- Chapter 6 Yoshiaki Kikuchi, “The Nostalgic Brain: Its Neural Basis and Positive Emotional Role in Resilience” -- Chapter 7 Anne-Lise Rias,Carole Bouchard, “Design for Additive Manufacturing: A Creative Approach” -- Chapter 8 Susan Kett, Sandro Wartzack, “Universal Design-An Old Fashioned Paradigm?” -- Chapter 9 Susan Kett, Sandro Wartzack, “Considering Users’ Emotions in Product Development Processes and the Need to Design for Attitudes” -- Chapter 10 Philip Farrugia, “Branding in Automotive Design” -- Chapter 11 Itsaso Gonzalez, “Brand Experience” -- Chapter 12 Gillian Hatcher, “Humor Processes for Creative Engineering Design” -- Chapter 13Aysar Ghassam, “Food for Thought: Using The RECIPE Initiative to Increase Students’ Motivation in Vehicle Design Group Work”.-Chapter 14 Josip Stjepandic, Josip Burusic, “Emotional Experience by Functional Digital Mock-up” -- Chapter 15Lee Suehye, Seiko Shirasaka, “Tangible Learning: How to Enhance.