“Cute” as Environmental Strategy: Anthropomorphizing Nature to Promote Engagement with Environmental Issues

Claire Lauer Arizona State University ; Amber Hedquist Arizona State University ; Stephen Carradini ; Srinivasan Ravichandran Arizona State University ; Anqi Shao Arizona State University ; Poorva Ketkar Arizona State University ; Ganjana Lindquist Arizona State University ; Pranav Suresh Arizona State University

Abstract

This article examines how aesthetic design and anthropomorphism support public engagement with complex environmental issues through “Blue,” a character developed for a community-based water education initiative in Arizona. Drawing on qualitative usability-testing data, the study analyzes user responses to Blue's design. We argue that Blue's effectiveness stems from his construction as a social presence and identify four design functions that shaped engagement: building approachability, leveraging recognition, using contextual credibility, and employing coordinated aesthetics. These functions form the B.L.U.E. framework, a transferable model for how anthropomorphic design can shape identification, reduce anxiety, and sustain engagement with technical content.

Journal
Journal of Technical Writing and Communication
Published
2026-08-06
DOI
10.1177/00472816261471752
CompPile
Open Access
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