THE GUIDELINES FOR DESIGNING KAWAII LOCAL CHARACTERS AND MASCOTS

Abstract

This research paper focuses on investigating the concepts and theories of kawaii aesthetics to determine the design guidelines for kawaii characters and mascots. The awarded Japanese local mascots from the Yuru-chara Grand Prix 2009 - 2019 were selected as the study samples. Together with such samples, the criteria of physical kawaii-characteristics were analyzed by performing data collection from the character and mascot design experts.

The results of this research show that five guidelines for designing Kawaii characters and local mascots are able to be utilized in character and local mascot designs as follows. First, the accentuation of facial structure such as small mouth, small nose, and small eyes, could construct childishness. Second, the accentuation of shape and details of lined patterns, such as the utilization of curve or sphere and the diminishing of the complexity of the details, could construct vulnerability. Third, the child structures such as the S.D. ratio and extra components that are bigger than usual could construct smallness. Fourth, the accentuation of expression, gesture, or behavior such as raising hands, raising arms, legs, doing things that adults usually don't or cannot predict could construct innocence. Last, the accentuation of design with an emphasis on details that are bright or soft such as using colourful colour or pastel could construct sweetness.