APPLICATION OF ANTHROPOMORPHIC DESIGN IN CHATBOT DIGITAL AVATARS: A COMPARATIVE ANALYSIS OF ABSTRACT AND FIGURATIVE REPRESENTATIONS

Abstract

Abstract. The purpose. This study aims to investigate the application and impact of anthropomorphic design in chatbot digital avatars, focusing on the transition from mechanistic to human-like interfaces. The research analyzes abstract and figurative anthropomorphism, examining their respective roles in improving user engagement and experience. By exploring how abstract designs simplify human traits for enhanced recognition and figurative designs emulate real human expressions for more natural interaction, the study underscores the importance of emotional communication in chatbot design. The findings suggest potential avenues for future research in affective computing and human-computer interaction. Methodology. Literature analysis method: A comprehensive review of existing literature on anthropomorphic design, chatbot digital avatars, and human-computer interaction was conducted to establish a theoretical basis for the study. Interdisciplinary research method: The theories and methods of different disciplines were integrated to examine various chatbot digital avatars using abstract and concrete anthropomorphic designs to understand the design choices and their impact on user experience. The research results. The study identifies two main categories of anthropomorphic design for chatbot digital avatars: abstract and figurative. Abstract avatars use simplified, cartoon-like expressions to convey emotions, creating friendly and approachable digital personas that enhance user acceptance. Figurative avatars, on the other hand, emphasize realism, imitating human body language, expressions, and voice tones to provide a deeper interactive experience. These design styles offer unique benefits, allowing customization based on specific user needs and application contexts. The scientific novelty. This research offers a comparative framework for analyzing abstract and figurative anthropomorphic designs in chatbot avatars, focusing on their impact on user engagement and emotional response. Unlike previous studies centered on functionality, this study highlights the psychological effects of avatar design, categorizing elements like facial expressions and gestures to optimize user- centered design. This contributes to human-computer interaction by enhancing understanding of how avatar design fosters emotional connection and user satisfaction. The practical significance. The findings of this study offer valuable insights for designers and developers in the chatbot and AI interface design field. By understanding the impact of abstract and figurative anthropomorphic elements, designers can make more informed choices in selecting avatar styles that align with user preferences and application needs. Abstract avatars may be particularly effective in contexts that require approachability and simplicity, such as customer service applications. In contrast, figurative avatars can enhance user engagement in scenarios that benefit from realism and emotional depth, such as healthcare or education. This research also provides actionable guidelines for implementing anthropomorphic elements – such as facial expressions, gestures, and voice modulation – that foster emotional connection and user satisfaction, ultimately contributing to a more effective and enjoyable human-computer interaction experience.