视觉风格之 Kawaiization
近一两年流程的一种色彩柔和、极具情感色彩的视觉 Kawaii风格 。摘录了一位国外设计师有关此风格的主要观点分享。
产品设计中的Kawaiization 风格特点
色彩柔和，环饰几何立体图形，版式也不再刻板。清新、温暖、没有攻击性，甚至有点可爱。是近两年非常热的风格之一。
The colors are soft and muted，the shapes rounded and the typography unobtrusive. It’s what you could describe as clean. It’s approachable. It’s inoffensive. It’s almost… cute.
我比较好奇的是，这种至今尚未收到差评的风格，是怎么兴起的？由什么缘由促成的呢？它是对先前趋势的一种突破还是存在一种更深层次的心理原因？
如果它只是最近的流行趋势，便不值得高谈阔论了。但，我认为这种风格存在更深层次的东西。
The merit of this style is one thing to consider —— and there’s no shortage of critocism in our community，if you’re looking for that —— but I’m more curious to konw: Why is this trend happening? What prompted it? Is it backlash from a previous trend or is there a deeper psychological reason behind it? We cloud easily dismiss it as the latest design trend, but I think it goes deeper.
Kawaiization 风格
” Kawaii” 源自日语，对标英语中的”cute”. 我认为它绝非仅仅是一个形容词，比起确切的指向性，它是一个极具情感色彩的词汇。
The word “Kawaii” is a prominent part of Japanese culture. In English, it most closely translates to “cute”. … As I understand Kawaii, it’s almost more of a feeling than an adjective, a word that defies complete definition.
Kawaii 风格从根本上实现了设计目的。
与 美感所起的作用类似，Kawaii 亦有此效。因为它在社交活动中起了积极的作用。大量的调研证明，Kawaii 可以使用户的行为更聚焦和理智。甚至已经有专门的论文研究证明了此观点。
Kawaii is essentially fulfilling the purpose of design.
Similar to how beauty is a function,Kawaii can be seen as a fuction. It elicits positive emotions that encourage social interaction. There are countless experimental studies on how the effect of Kawaii promotes calm behavior and narrows your focus. It’s even theorized to have healing power.
研究表明，面对社会压力和焦虑，更具情感化的Kawaii 风格能给予慰藉。就像面对残酷的现实能得到暂时的逃避。
Studies have suggested that Kawaii, or fashion sub-cultures off-shooting from it, are a way of coping with social pressures and anxiety. Like putting on a mask to ease the pain of reality.
