Designers are renowned for taking inspiration
from anything and everything. And as the world becomes an ever
smaller place we are continually introduced to a huge variety
of influences from many different cultures.
A testament to this fact is the ‘new
wave’ of retro design we are currently witnessing that
is linked to the Japanese Kawaii style animations. Better known
as Anime this genre includes, among others, the very popular
Pokemon and Hello Kitty that you’ll probably know through
the younger generations of your families.
Recognised by the unusually large eyes
and jagged lines that create parts of the image, such as the
almost electric looking spiky hair, it’s easy to see evidence
of its influence all around us. But what does it mean in the
business world? A great deal actually, if you’re targeting
a very specific niche audience.
Not surprisingly our video generation
has grown up on a diet associated with this style developing
almost a counter-culture of its own. From Sonic the Hedgehog
to Super Mario and Street Fighter these ‘cute’ characters
were actually small computer games before becoming a global
brand that encompasses everything from cartoons to toys and
clothing.
The versatility of this Japanese style
opens the door to more and more design opportunities - particularly
in the entertainment and retail sectors. Providing a direct
route to market, your target audience can associate with its
distinctive design elements immediately.
Certainly when used in advertising and
other marketing materials this expression is very effective
to a niche teen and student market with its appeal being proven
by the well known band Gorillaz which has recently used Japanese
design in its music videos and album covers.
This genre provides designers and marketeers
with a new and rich stream of ideas. With this in mind it can
be argued that this visual expression is something that evolve
and develop over time, as designers put their own creative slight
to it, rather than being just another fad.
Our creation Otis Seven
is influenced by kitsch style. It doesn’t use the characteristic
features of wide-eyed icons, but does have strong garish colours
matched with bold character design synonymous with the ‘cute’
genre.
Adapted to entice a very specific, targeted
audience the character was developed as a way of making the
directory enquiries number 118027 memorable and relevant.
Looking back at the examples above
I think it’s safe to say that this cult explosion proves
that there is a definite place for naff – as long as long
as it is combined with a relevant message.