Kawaii
カワイイ / 1970s– / Aesthetic / Pop
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.
Faces of circles and empty space / Big eyes, elided mouths / Pastel softness / Looseness and defenselessness
Dictionary entry
- Best used for
- Comparing primary sources and canonical works · Extracting principles that transfer to other media
- Type
- Observe the letters, signs and scale of reference works
- Composition
- Extract the one structure that governs gaze and information
- Material
- Verify the materials and behaviors specific to era, region and process
- Caution
- Don't reduce it to surface signs. Verify the context of era, region, technology and makers.
- Further study
- research on maru-moji handwriting / Sanrio's character design / Yomota Inuhiko's theory of kawaii