Dark Patterns of Cuteness: Popular Learning App Design as a Risk to Children’s Autonomy

Cute design has become a firm staple of digital software development. It relates to design features in the form of visuals, such as avatars, colours, menu items, etc., and sounds or other technical features on the user interface, which the human user would interpret as cute or endearing in some form. Specific design features have been identified as enhancing the perception of ‘cuteness’, such as avatars with large eyes, childlike voices, and a head tilt. The possible associations of ‘cuteness’ with vulnerability and powerlessness can stimulate the human user’s trust response. ‘Cuteness’ can therefore be operationalised to inspire uncritical acceptance of a technology, given its significant potential to spark feelings of emotional intimacy. Cute design features have been implemented in a variety of applications for both adults and children. Consumer design for young children in particular favours ‘cuteness’ as a tactic to influence intended product purchases and use. Some learning apps adopt these tactics, leaving children vulnerable to privacy invasions, as well as potentially harmful impacts on their healthy development.