Aaron Marcus, Masaaki Kurosu, Xiaojuan Ma, and Ayako Hashizume: Cuteness Engineering: Designing Adorable Products and Services [Book Review

Abstract

Computers are now programmed to support emotion; we communicate with our computers as if the computer was another human, not a machine. As a result, user interfaces are being “cutesified” because people love and respond to cute things. This is the basic premise of Cuteness Engineering. Designers, developers, usability researchers, and graduate students will learn the history, key terms, problems, research findings, and international issues pertaining to cuteness engineering, and they will gain exposure to case studies from Japan and China. The book offers strategies and interviews with cuteness designers. This book serves as an introduction to the developing field of cuteness design in the user experience. It is divided into five main chapters, excluding the introduction and conclusion chapters. The first two chapters explore cuteness in Japan and China, the next chapter provides a taxonomy of cuteness, and the final two chapters consist of interview transcripts with user-experience designers. The next logical question the book addresses is “Why cuteness?” To answer this question on a broad scale, the authors use cross-cultural research to examine cuteness in different cultures. This research was used to create and validate their taxonomy of cuteness. However, this taxonomy is general and does not consider the culture-specific attributes of cuteness. To address this problem, the authors study the specific, attributes of cuteness in Japan, China, and the US. They hypothesize that cuteness varies among cultures. According to this theory, different styles of cuteness should be used in different cultures. At the same time, the authors also claim that cuteness can be universal and shared amongst a global audience. Since cuteness is considered a universal language, cuteness is a tool used to help close the gap between technologies, designs, and users. This contradiction limits the overall findings of this book. However, this limitation can be rectified by further clarifying the difference between the goals of cuteness itself (which are universal), and the goals of the individual styles of cuteness (which vary based on culture). Exploring this relationship between the purpose of cuteness and the styles of cute presents an opportunity for future research in cuteness engineering.