Abstract
This study investigates the role of 'ugly-cute' design in shaping young consumers' aesthetic preferences and purchase decisions, using plush toys as the research object. Grounded in Donald Norman's emotional design theory, it explores how unconventional visual features challenge traditional aesthetic norms while eliciting emotional resonance and supporting self-expression. A two-stage experiment was conducted: in the first stage, participants rated the aesthetic appeal of 14 plush toys to identify perceptual differences. In the second stage, the toys were grouped based on ratings, and participants made purchase decisions and selected motivations, aiming to reveal the emotional, social, and expressive drivers behind preferences for 'ugly' products. Findings indicate that although 'ugly' designs received lower aesthetic ratings, they triggered notable emotional reactions and social engagement, positively influencing purchase intention. Their appeal lies in disrupting visual expectations while offering expressive consumer experiences that meet deeper needs related to identity, emotion, and interaction. Based on these findings, the study proposes a 'Preference and Design Strategy System' that elucidates the interaction between consumer acceptance and design strategy across three dimensions: aesthetic dynamics, specific forms, and design responses. The study argues that 'ugly-cute' design, as a form of aesthetic expression distinct from traditional beauty norms, holds strategic value at the brand level by enabling products to establish emotional connections with young consumers through personalization and social engagement.
Keywords
Ugly-cute design; Aesthetic preference; Emotional design; Young consumers
DOI
https://doi.org/10.21606/iasdr.2025.471
Citation
Zhang, J.,and Zeng, Y.(2025) A Study on the Preferences and Design Strategies of Young Consumers for 'Ugly-Cute' Plush Toys, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.471
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 10 - Design Practices & Impacts
A Study on the Preferences and Design Strategies of Young Consumers for 'Ugly-Cute' Plush Toys
This study investigates the role of 'ugly-cute' design in shaping young consumers' aesthetic preferences and purchase decisions, using plush toys as the research object. Grounded in Donald Norman's emotional design theory, it explores how unconventional visual features challenge traditional aesthetic norms while eliciting emotional resonance and supporting self-expression. A two-stage experiment was conducted: in the first stage, participants rated the aesthetic appeal of 14 plush toys to identify perceptual differences. In the second stage, the toys were grouped based on ratings, and participants made purchase decisions and selected motivations, aiming to reveal the emotional, social, and expressive drivers behind preferences for 'ugly' products. Findings indicate that although 'ugly' designs received lower aesthetic ratings, they triggered notable emotional reactions and social engagement, positively influencing purchase intention. Their appeal lies in disrupting visual expectations while offering expressive consumer experiences that meet deeper needs related to identity, emotion, and interaction. Based on these findings, the study proposes a 'Preference and Design Strategy System' that elucidates the interaction between consumer acceptance and design strategy across three dimensions: aesthetic dynamics, specific forms, and design responses. The study argues that 'ugly-cute' design, as a form of aesthetic expression distinct from traditional beauty norms, holds strategic value at the brand level by enabling products to establish emotional connections with young consumers through personalization and social engagement.