The Impact of Anthropomorphism and Brand Personality on The Design of Brand Character Mascot for Digital Media

Abstract

Mascot design operates as a Branch of character design that creates effective representations for specific entities. A well-designed mascot develops consumer engagement and produces results that exceed visual identity impact. However, the design of character mascots lacks established methods and procedural steps that effectively guide the design process to maintain reality while representing brand spirit.

In this research, we will examine the impact of anthropomorphism integrated with brand personality on brand mascot design throughout digital media platforms. The study will analyze how these elements affect visual design aspects of mascot characters, including their visual features, facial expressions, body movements, and complete visual presentation. The research will investigate the essential factors which make brand mascots successful at transmitting brand personality and messages to promote consumer engagement.

The research will give designers and marketers a clear understanding of the factors that impact the designing anthropomorphic brand aspect of an engaging and effective mascot character that conveys and embodies the brand's identity and personality. A descriptive and analytical approach will be applied to the study, including case studies, followed by an applied study. The objective is to determine a design strategy and draw a roadmap to guide designers and marketers into the best approach to create effective mascots within digital media and their ability to resonate with the target audience.

Keywords: Brand Anthropomorphism - Brand Personality - Mascot Design - Character Design - Digital Media – Design Strategy

Keywords: Brand Anthropomorphism - Brand Personality - Mascot Design - Character Design - Digital Media – Design Strategy