A Study on the Application of Baby Schema Theory in the Emoji Sticker Design of Traditional Cultural Intellectual Property - Focus on Sanxingdui Bronze Heads(三星堆青銅頭像) in Sichuan, China

This study explores the application of Baby Schema Theory in the design of emoji stickers based on the Sanxingdui bronze heads (from the Sanxingdui site, Sichuan, China). The emoji stickers integrate typical baby schema features(large eyes, round faces, and softened contours) while preserving key cultural symbols such as bulging eyes, geometric gold masks, and distinctive headdresses. Moreover, A comparative analysis was conducted using five sets of existing Sanxingdui emoji stickers and five newly developed ones inspired by baby schema visual traits, assessing visual appeal, emotional expression, cultural recognizability, and willingness to use. Results showed that the newly designed emoji stickers significantly outperformed existing ones across all dimensions, with younger and female users exhibiting the strongest preferences. It suggests the potential for effective communication with it. The study provides practical design guidelines for the digital dissemination of traditional cultural IPs. Future research could extend this approach to animation, cultural branding, and digital education or incorporate dynamic elements and emerging media to broaden cultural communication strategies.