Design in Japan — the kawaii factor.
Morten L. Kringelbach, Associate Professor in Neuroscience at the University of Oxford explored the idea that “cute things” can somehow hijack our brain and make us more compassionate. As a UX designer working in Japan I can attest to the subtle and not so subtle ways this “kawaii factor” is integrated into seemingly mundane aspects of life; from using the ATM to ordering food at a restaurant. If you’re a designer planning to work with a Japanese brand or client, getting familiar with “kawaii” could make or break your next project.
The use of the word “kawaii” can be traced back to the Tale of Genji, a popular Japanese novel written in the 11th Century. Today it is used in a variety of contexts and expresses much more than the textbook translation.
“Kawaii means cute…or does it?”
In an experimental study conducted by a team at the University of Leicester, they discovered that viewing cute images actually promotes careful behavior and narrows attentional focus. In a city like Tokyo which seems to always be under construction, cute things appear in the form of road signs, traffic barriers and notices; reminding commuters to be careful traversing…
