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The sense of touch, compared with the visual sense or the auditory sense, is difficult to describe with physical quantities. Since positive movements like pushing or friction depend on personal feeling, it is difficult to quantify. Despite few studies by the paint industry on the sense of touch, it has been studied extensively in the fabric and construction industries. For this study, first, we proposed a hypothetical formula based on literature research. Next, we carried out questionnaires for painted panels, researched physical quantities, and analyzed the results. Finally, we derived the world’s first formula (S) for quantifying the “soft feel” of painted panels. In addition, we surveyed the favorable feel in order to set target values for our formula. Paints are currently being developed using these values.