Aesthetic of Cuteness Dimensions in Malang City Mascot

Abstract

Osi and Ji are Malang City mascots made with coherent design procedures. They represent a particular identity to appeal to the target audience. This paper examines the aesthetics of cuteness that synergize between the dimensions of affection, language, and design in the city’s mascot. The study is based on qualitative research with observations and interviews conducted between April and September 2018. The affective dimension of Osi and Ji is linked with their anthropomorphism. It creates a high level of intimacy for the audience. The design dimensions of Osi and Ji are determined by the ‘cuteness’ design principles, especially the use of basic shapes such as circles, vibrant colors, proportions, and poses. These three dimensions can function as a guide to design a city mascot character to have a strong visual impact. Keywords: Aesthetic of Cuteness, Character Design, City Mascot