Identifying the Golden Disproportion in the Anthropometry of Cartoon Characters and Brand Mascots

Abstract The principles of animated character design have their origin in the same archetypal gesture of man to shape figures in his own image and likeness. In generating cartoon characters and brand mascots, anthropomorphization contains golden disproportions as a reminiscence of figurines from ancient or contemporary primitive art. As pediatric anthropometry operates with the same disproportions, this explains their sympathetic effect on the human psyche. Using the method of comparative anthropometry measurements performed in this study highlight the presence of gold deviations in the design of brand mascots and cartoon heroes. The oversizing and undersizing of different anatomical parts are increasing the individual features and are also creating a familiar visual identity, both conditions being necessary in obtaining an original character.