Mascot Design for the Endangered Animals

Chan, Yee Lin (2020) Mascot Design for the Endangered Animals. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Mascot Character often used in product and sports, effectively persuades consumers to purchase a product through its character. This study aimed to investigate if a mascot design could do the same for social issues, such as the alarming rate of animal extinctions. The purpose of this study is to search for the design elements of mascot characters that are able to form a connection and influence the attitude of the young audience. The researcher has conducted two case studies to deepen her knowledge on this topic. The researcher had the privilege to interview Mr. Michael Chuah, a famous character, comic and toy designer based in Kuala Lumpur as well as Mr. Alvin Teoh, a creative director from Naga DDB Tribal who had produced many impactful advertisements. The findings are applied and practiced on the design of the mascot character, with the keywords of the data collected being Emotional Investment, Building Relationship, and Human Experience. The mascot character is then tested out on a young audience for data verification.