The influence of the hottest cute culture on produ

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The influence of cute culture on product design style

Abstract: "cute culture" is a new cultural phenomenon in modern society, which reflects the changes of modern people's thoughts, and then affects the field of product design. This paper analyzes the source of cute culture, its influence on product design style and its current situation, and puts forward its future development trend

key words: product design style, lovely culture

1 preface

thousands of years ago, people began to have ideas, and the objects they produced are not only a cold product, but also contain human thoughts. As time goes by, the style of the product also changes with the change of ideas. As a result, there are primitive and simple pottery, ferocious and cold bronzes, beautiful and elegant blue and white porcelain, and modern simple, exaggerated, humorous industrial products that contain different cultural ideas of human beings. The above situation shows that cultural thought is an important factor affecting product design style. In recent years, with the development of science and technology and the continuous improvement of people's material life, people's thoughts have also changed accordingly. A social phenomenon has become popular among many people. This is the fact that people avoid the fact that they are physically mature and like to look for objects, costumes, languages, etc. that can retain young characteristics in life. A large number of exaggerated and funny cartoon shapes, cute and bright animal and plant patterns have become the objects of these people. The embodiment of cute, lively and beautiful has become a style that designers pursue. Products of this style are popular with many people, especially young people. On the street, there are more and more lovely style items in the house. It's not surprising to decorate and dress up. This is the embodiment of people's ideas in product design in this era

2 the influence of cute culture on product design style

2.1 cute culture

culture, the most rough division is material culture and spiritual culture. It includes four levels: physical culture, institutional culture, behavioral culture and psychological culture. The cultural level of mentality is the core level of culture, which is the way of thinking, values, aesthetic consciousness and so on formed by human beings in various social practice activities and consciousness activities. It is not only expressed as perceptual, unsystematic, public social psychology, but also as systematic, rational social consciousness, which is preserved and spread in the materialized form of philosophy and art. [2]

People's social psychological characteristics change with the changes of social living conditions, resulting in a certain degree of impact on traditional ideas and the emergence of new cultural ideas. Cute culture is produced in compliance with this condition. Cute culture is now popularly called "Kou culture". "Kou" was originally a transliteration of cute in English, meaning "cute". Now "Kou" has been extended to mean innocent, innocent, romantic and cute, and recently has been infinitely expanded to sweet, immature, cartoon and so on. "Kou" is an unqualified product that is still circulating in the market. It is a kind of new human life attitude, which is fun, young and energetic, plus cute, beautiful and happy, it is called "Kou". The admiration for "cute culture" has entered China, and has cultivated a unique consumer group, forming a unique "Kou generation". This generation is unrestrained and open-minded. Because of good nutrition and updated concepts, the physical development of new and new humans is in a state of "precocious puberty", while psychological age has become a semi immature "post childhood", and more people are keen to play the "Kou" factor. If this type of people do not deal with it in a timely and effective manner, the mentality of being afraid of aging has contributed to the popularity of the "Kou people". In addition, the work pressure of urban life is quite great, and the considerate fashion trend provides young and even childlike consumption for this group of people, so as to alleviate their pressure as adults in society. Their subconscious still hopes to get double care and care, and escape from society and adults. "Someone will spoil you when you are young!" The desire to be spoiled and loved is their most basic starting point. Due to the above reasons, the cultural values of this kind of people have changed. They break the traditional rules and standards, and even run counter to them, showing the thinking concept of pursuing children's characteristics that is very inconsistent with their actual age

2.2 the formation and development of product cute style

2.2.1 the formation of product cute style

design art is the product of culture and the result of the combination of material culture and spiritual culture of a nation and an era. Culture not only restricts the content of design art, but also restricts the form of design art. Style refers to the dynamic structure formed by the unity of unique content and form, the subjective characteristics of artists and the objective characteristics of art in the artistic distinction system. In addition to being influenced by the level of science and technology, design style is also the materialized expression of cultural concepts, aesthetic consciousness and value orientation of an era in design art

as a new cultural concept, cute culture is bound to have an impact on product style. Designers apply it to the design process and design "cute culture" products that are popular with many people. Designers mainly apply simple cartoon modeling, cheerful colors, different materials and other factors to product design, so cartoon cute modeling and bright colors have become the main features of "cute" products. For example, cartoon shaped household products, vehicles, electronic products, etc

(1) some household products designed by Italian aleessi company designers. The modeling characteristics of its products are simple, cute, simple structure, bright colors, and sometimes add some humorous factors. Without complex pattern decoration, these are in line with the characteristics of cute culture

(2) in addition to considering people's purchasing power, the cute shape of the mini car "" launched by Chery company is like a pair of front lights with beautiful big eyes, including bright colors such as red, yellow, blue and green, which takes into account the young people's pursuit of cute and lively product psychology, and has achieved good sales results

(3) Hello Kitty and Snoopy of Sanrio company in Japan have become the most expensive cats and dogs in the world, precisely because they accurately grasp the context of "cute culture"; The beggar bear in Britain and the teddy bear in Germany have repeatedly set off a collection climax around the world, also because the "cute culture" has created a large number of demands around the world

it can be seen that these products reflect the lively, lovely and happy style of the times. These styles of products are exactly the needs of many people in today's society who are eager to retain their innocent and beautiful childhood, although their age is far away from childhood. Affecting the design field is that designers break the shackles of traditional design styles and apply such relaxed, pleasant and lovely features to product design. Therefore, many products in daily life are branded with this brand, and are welcomed by most young people. They have become a fashion and achieved good economic benefits

2.2.2 the development of cute style of products

due to the uneven development of economic level, many developed countries have begun experiments in the field of product design many years ago, focusing on the embodiment of cute culture in products, and it is still so. South Korea and Japan have a wide range of cute products. Such as ordinary household products, decorations, backpacks, and electronic communication products. People are also very hot to buy. In recent years, this kind of trend has spread to China, and many people seem to have returned to their childhood overnight. Their costumes, decorations, living and working space layout, and objects used are all linked with loveliness. This has greatly affected the era style positioning of product design. In order to meet the market demand, designers who design alloy high carbon steel (or low carbon alloy steel) and cold working die steel must apply the prominent naive and romantic factors to the product modeling and color design

a sentence that runs through the design field is "design must revolve around people". And man is a kind of animal that is good at change, especially thinking. In the future, there will be differences between the social material and spiritual living standards, and the lovely culture may no longer exist or evolve into another cultural type. Accordingly, the era style of products used by people will also change. The popular cute cultural products may no longer have room for survival, but will be replaced by products representing the cultural characteristics of that era

3 conclusion

with the continuous development and progress of society, each era has its own cultural characteristics. From the simplicity of primitive society, the strict hierarchy of slave society, the worship of etiquette and morality in feudal society, the ideological emancipation, freedom and disregard in modern society, these characteristics are deeply reflected in the products of the same period, and are changing with the changes of the times. Cute culture is a cultural phenomenon in today's society. It is produced to adapt to the characteristics of the current society and affects the field of product design, so there are many products that reflect such cultural characteristics. This shows the influence of cultural factors on product design style. In the future society, the emergence of new cultural forms will inevitably lead to the emergence of new products embodying such cultural characteristics


[1] within a short distance --- on design art culture, written by Li Longsheng, Ouyang, Jubo, Shi Wei/January, 2004, Heilongjiang People's Publishing House

[2] art design aesthetics, Chen WangHeng, July, 2000, Wuhan University Press (end)

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