The seating comfort is one of the most important indices that determine the performance of automotive seat. A subjective evaluation has been the general method for seating comfort evaluation of automotive seat. In our study, we have attempted to determine a method for objectively evaluating seating comfort. This paper discusses design parameters for automotive seats intended to meet the objectives: comfort. The body pressure distribution for automotive seat, objective technique, is investigated and compared with the subjective evaluation. In addition, this paper reports the results of a study comparing the subjective assessment with physical characteristics. The results show that the body pressure distribution and physical characteristics can be used as the objective technique for the seating comfort evaluation.