It feels like starting in the 80s, people wanted their tech to feel powerful, like they were commandeering a spaceship.
But I believe cuteness is actually the future of product design.
Because what do Google’s Material Design, the iPhone’s emoji keyboard, and the viral success of apps like Duolingo have in common?
They’re all irresistibly cute — and that’s no accident. Across the tech world, cuteness isn’t just a style choice. It’s a strategic advantage backed by psychology and data.
Because when something is cute, it lowers your defenses.
It invites curiosity instead of intimidation. It makes you smile. And that changes how you engage with it: emotionally, cognitively, even behaviorally.
This post is about why cuteness is not just an aesthetic choice — it’s a communications strategy, a design philosophy, and, as Google’s latest Material 3 Expressive update proves, a business strategy.
Tech companies are leveraging this effect to make their products more inviting and easier to use.
💝 Cuteness by Design
Open a new Google app or check out your favorite productivity tool, and you’ll notice soft colors, rounded corners, playful icons, and friendly mascots.
This isn’t just about looking nice: according to a 2017 study published in Frontiers in Psychology exposure to cute images can improve focus and promote careful behavior.
Tech companies are leveraging this effect to make their products more inviting and easier to use.
Real-World Examples:
- Duolingo’s Owl Mascot
- Slack’s Loading Screens
- Google’s Material 3 Design
Cuteness is how you tell the user: “You’re safe here.”
I even knew one engineer, an asset, who joined a company strictly because of a cute loading animation they fell in love with.
📱 Cuteness Builds Trust in Digital Products
In a world full of dark patterns and privacy violations, trust is the differentiator.
Cuteness isn’t just about aesthetics-it builds trust.
The “baby schema” effect, first described by ethologist Konrad Lorenz, explains why humans are drawn to features like big eyes and round faces-they trigger nurturing instincts and positive emotions. This biological response translates into digital trust and user loyalty.
Cuteness communicates care. When your interface feels personal and sweet, people are more likely to:
- Return to it regularly
- Forgive its flaws
- Recommend it to others
It’s emotional UX — and that’s often more important than technical perfection.
A 2021 Nielsen Norman Group report found that users are more forgiving of minor glitches when the interface feels friendly and personable. Similarly, a University of Tokyo study showed that people are more likely to trust and follow instructions from robots or apps with cute, anthropomorphic features.
In a digital world where privacy and security concerns run high, a little cuteness can go a long way — as long as it's honest!
Google’s Material 3 Expressive update is all about this:
Expressive
- Color palettes that feel friendly and vibrant
- Playful icons that make digital experiences feel less sterile, more human
- Rounded corners, bigger touch targets
🧠 Cuteness Isn’t Shallow, It's Smart
People sometimes think cute = unserious. But good design is about influence, not ego.
Simple is not always the right answer. Sometimes complex problems require complex solutions. MailChimp learned this, as outlined in Design Better's Principles of Product Design:
...Customers weren't leaving because of the app's shortcomings. They were leaving because of a perception problem. They mistook the simplicity of the app for a lack of sophistication. These former customers were looking for a complex tool to make them feel like the accomplished professionals they are. It was eye-opening and helped illuminate a new product direction for MailChimp.
While cuteness is powerful, it should be balanced with accessibility and clarity — some users may find overly cute designs distracting or hard to use.
But, cuteness may be right for you. It can:
- Reduce friction (soft color gradients feel easier than harsh contrast)
- Encourage play and experimentation
- Decrease perceived effort (fun animations make long flows feel shorter)
And when done right, cuteness doesn’t infantilize — it humanizes.
✨ Proof: The Cute World
Beyond tech, this approach has global appeal. In Japan, “kawaii” culture influences everything from banking apps to government websites, making even serious topics feel more approachable.
Financial apps like Monzo and Venmo use playful branding to reduce stress around money management, demonstrating cuteness’s broad effectiveness.
🌈 Want to Design with Cuteness (and Expressiveness)?
Cute is not a prescription, but here are 3 places to start, inspired by Google’s Material 3 Expressive:
- Typography: use round, friendly sans-serif fonts like Nunito, Quicksand, or Google Sans
- Color: pastel gradients, expressive palettes, soft edges, minimal shadows
- Icons & Buttons: expressive, thick-lined, and yes, big, bold, and tappable (think Material 3’s giant buttons)
Bonus: Add micro-interactions. A bounce, a wink, a soft sound. Google’s Material 3 now encourages playful feedback at every tap.
🦄 Final Thought
Cuteness isn’t the opposite of serious—it’s the opposite of sterile.
In the future, people will still use your tools. But they’ll remember the ones that made them feel something.
With Google leading the way-making interfaces more expressive, playful, and accessible—there’s never been a better time to design with heart.
If you know of cute or expressive tech you love or build, I want to see it. Drop your link or idea below 💬
References:
Nittono, H., et al. (2012). The Power of Kawaii: Viewing Cute Images Promotes a Careful Behavior and Narrows Attentional Focus. PLoS ONE.
Nielsen Norman Group. (2021). Personality in User Interfaces.
Lorenz, K. (1943). Die angeborenen Formen möglicher Erfahrung. Zeitschrift für Tierpsychologie.
University of Tokyo. (2019). Effects of Anthropomorphic Features on Trust in Robots.
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