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

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.