Dr. Xiaojuan MA Received the 2020 Publishing Award of Japan Society of Kansei Engineering

Dr. Xiaojuan MA received the 2020 Publishing Award of Japan Society of Kansei Engineering with her co-her book titled "Cuteness Engineering: Designing Adorable Products and Services" co-authored with other researchers, Aaron Marcus, Masaaki Kurosu and Ayako Hashizume.

In their book, they presented a unique introduction to thinking about cuteness and its incorporation into modern, especially computer-based products and services. They provided detailed analyses and histories of cuteness in Japan and in China, the rise of Kawaii and Moe cultural artifacts, and their relation to social, psychological, and design issues. They also attempted an initial taxonomy of cuteness. Finally, they interviewed leading designers of cute products and services, provided an understanding of the philosophy and decision-making process of designers of cuteness.

For more information, please refer to Japan Society of Kansei Engineering and the book.

Congratulations to Dr. Ma and the co-authors!

Certificate of 2020 Publishing Award Issued by Japan Society of Kansei Engineering