IPhone 12 Pro Max, iPhone 13 Pro Max, iPhone 14 Plus: 1284x2778 IPhone Xs Max, iPhone 11 Pro Max: 1242x2688 IPhone X, iPhone Xs, iPhone 11 Pro: 1125x2436 IPhone 6 plus, iPhone 6s plus, iPhone 7 plus, iPhone 8 plus: 1242x2208 IPhone 6, iPhone 6s, iPhone 7, iPhone 8: 750x1334 IPhone 5, iPhone 5s, iPhone 5c, iPhone SE: 640x1136 IPhone: iPhone 2G, iPhone 3G, iPhone 3GS: 320x480 “If the goal is appropriate,” Nittono says, “we can make good use of the power of kawaii.MacBook Pro 13.3" Retina, MacBook Air 13" Retina, MacBook Air 13.3"(2020, M1): 2560x1600 Dual monitor: “This means that kawaii images are easily spread through the internet and social networks.”Įspecially during tumultuous times, cuteness can offer a pleasurable break from the often toxic state of social media. Nittono also speculates that social media plays a major role in the popularity of kawaii, because so much of the kawaii aesthetic is indeed visual. “In a physically matured and often stressful society, people start seeking something heartwarming, tender, and gentle that can soothe them,” he says, pointing out that kawaii has been used for good-to influence consumer recycling behavior, for instance. That familiarity and friendliness, Nittono believes, is a big part of why the concept of kawaii has taken off in recent years. The reassurance that comes, implicitly, with being part of ‘the great multitude.’” As Megan Garber wrote at The Atlantic, “Google's prototypes aren't meant to convey ideals so much as they're meant to convey … familiarity. When it released the prototype of its driverless car, it was undeniably adorable. Google has long leveraged the power of kawaii. Fernando writes that game designers use this element to “present users with climactic moments at appropriate times to reward them and to develop a sense of connectedness to the experience.” Designers use the aesthetics of kawaii to sell headphones, make home assistants sound friendlier, and create engaging video games-WIRED writer Cecilia D'Anastasio called Animal Crossing “an endless cycle of kawaii capitalism.” Other components of cute engineering include cute interactive systems, like when Siri tells you jokes, and elements of surprise, which is also tied to the feeling of kawaii. “Using a cute filter, users can freely choose the cuteness parameters such as color, size, motion, smell, and taste to adjust their desired cute output.” In this way, users can create their own kawaii experience. He refers to “cute filtering” as a component of cute engineering that allows consumers to personalize their kawaii experience, the way iMac users could choose the color of their unit. It “persuaded traditionally non-computer users to buy into the world of computing and hence, sold more units,” Fernando writes. There’s also the iMac, which over the years, Apple designed to be subtly adorable. Engineers use kawaii in the field of robotics, for instance-the cuter the robot, the more humans will want to engage with it. Sometimes cute engineering is subtle, but it’s often quite obvious. It’s a way to harness positive feelings and emotions to “motivate, engage and shape the user's behavior in a positive way,” writes Owen Noel Newton Fernando, a senior lecturer at Nanyang Technological University, Singapore. Approach motivation allows us to focus better on systematic processes that require us to be careful, like driving, completing tasks at work, or playing a game of Operation.Įngineers, advertisers, and developers have taken advantage of this phenomenon, using kawaii to manipulate user experience and consumer behavior. Nittono’s research hypothesizes that cuteness might trigger something called approach motivation, which is an impulse toward a positive stimulus.
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