{"id":"kawaii","no":319,"name":"Kawaii","ja":"カワイイ","era":"1970s–","family":"ポップ","kind":"世界観","collection":"Dictionary expansion 17","addedAt":"2026-08-18","source":{"title":"Aesthetics Wiki — Kawaii","url":"https://aesthetics.fandom.com/wiki/Kawaii"},"reference":{"status":"verified","pageUrl":"https://aesthetics.fandom.com/wiki/Kawaii","credit":"Aesthetics Wiki — Kawaii","gallery":[{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/6%25%20Doki%20Doki%20Shop%2C%20Harajuku%2C%20Tokyo%20(6791677895).jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:6%25%20Doki%20Doki%20Shop%2C%20Harajuku%2C%20Tokyo%20(6791677895).jpg","credit":"原宿 6%DOKIDOKI の店内 2012年 撮影 GoToVan — Wikimedia Commons / CC BY 2.0"},{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/R0019056.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:R0019056.jpg","credit":"島根県観光キャラクター しまねっこ 2014年 撮影 kagawa_ymg — Wikimedia Commons / CC BY 2.0"},{"imageUrl":"https://commons.wikimedia.org/wiki/Special:FilePath/Natriumko.jpg?width=640","pageUrl":"https://commons.wikimedia.org/wiki/File:Natriumko.jpg","credit":"核燃料サイクル開発機構のマスコット「ナトリウムちゃん」（茨城県大洗町）2007年 撮影 Anonymous Powered — Wikimedia Commons / CC BY-SA 3.0"}]},"essence":"丸い輪郭、大きな目、パステルと「ゆるさ」で守りたさを誘発する日本発の美学。少女文化の文字とファンシーグッズから出発し、公共サインから企業キャラまで社会全体の表面を柔らかくした。","cues":["丸と余白の顔","大きな目と省略された口","パステルの柔らかさ","ゆるさと無防備"],"intents":["親密","遊び","懐かしさ"],"works":["子どもや初心者に向けた案内や注意書きを、怖がらせずに伝えるとき","十年単位で使われる自治体や企業のマスコットを設計するとき"],"recipe":{"type":"角のない太めの丸ゴシック。字面を大きく、線幅を均一に保つ","layout":"顔をひとつ大きく中心に置き、周囲を空けて視線を集める","material":"彩度を落としたパステルと白。艶を抑えた柔らかい面で仕上げる"},"avoid":"目を大きくし色を淡くすれば可愛くなると考え、輪郭の緊張を失って間の抜けた顔だけが残る。","colors":["#f4e5f3","#e24aa1","#3f2d2a"],"motif":"screen","pair":["decora-harajuku","imode-emoji"],"study":["丸文字（変体少女文字）の研究","サンリオのキャラクター設計","四方田犬彦『かわいい論』"],"en":{"essence":"Japan's aesthetic of round contours, big eyes, pastel and looseness that summons the urge to protect. From girls' handwriting and fancy goods it softened the surface of an entire society, from public signage to corporate mascots.","cues":["Faces of circles and empty space","Big eyes, elided mouths","Pastel softness","Looseness and defenselessness"],"works":["Guidance and warnings for children or beginners that must not frighten","Designing a municipal or corporate mascot meant to last for decades"],"recipe":{"type":"Rounded gothic, wide letterforms, even stroke weight","layout":"One large face centered, space kept clear all around it","material":"Desaturated pastel and white, matte rather than glossy"},"avoid":"Assuming that bigger eyes and paler color make something cute loses the tension in the contour and leaves only a slack face.","study":["research on maru-moji handwriting","Sanrio's character design","Yomota Inuhiko's theory of kawaii"]},"links":{"page":"https://indexstyle.org/styles/kawaii","json":"https://indexstyle.org/api/styles/kawaii","designSpec":"https://indexstyle.org/styles/kawaii/design.md","imagePrompt":"https://indexstyle.org/styles/kawaii/prompt.txt"},"usage":{"license":"CC-BY-4.0","licenseName":"Creative Commons Attribution 4.0 International","licenseUrl":"https://creativecommons.org/licenses/by/4.0/","attribution":"IndexStyle — https://indexstyle.org","attributionUrl":"https://indexstyle.org","scope":"Original IndexStyle text and structured data. Reference images, quoted works, and third-party material are excluded and retain their own rights."}}