Why do we feel cuteness from something, and what is it actually about? How is cuteness being applied in our society, but behind our eyes? Cuteness is not just an aesthetic category, but it is a combination of emotional complexity and psychological phenomenon. It is also heavily influenced by culture (kawaii culture) which is often represented by graphic forms.

This project is willing to deconstruct the cuteness into layers of emotion, culture, and society, and articulate this narrative into a form of a book and a digital adventure. Through a visual 8-bit inspired experience divided in five stages, audiences will get introduced to the concepts that reflect on cuteness as a cultural and economical phenomenon that can be manifested through the visual language of graphic design. In the end, I want the audience to re-evaluate the meaning of cuteness and acknowledge the various forms that cuteness can take.

You can access the pdf copy of the book from here upon request.
Click here to play the game.